Sunshine Snaps

1. Business environmental analysis

1. SWOT analysis

Strengths

1. Environmentally friendly because it uses recycled paper and is naturally biodegradable.

2. Packaging is beautiful and unique.

3. Packaging can be reused, such as school supplies.

Weaknesses

1. Packaging has low durability. If exposed to water or moisture, it may be damaged.

2. Paper packaging may not be able to support more weight than other types of packaging.

3. Paper packaging may be more expensive than other types of packaging.

Opportunities

1. Consumers are turning to environmentally friendly packaging.

2. Innovations can be used to develop paper that has waterproof properties.

3. Currently, printing technology can create packaging with attractive and unique designs.

Threats

1. Competition in plastic packaging, which people use a lot.

2. Economic factors that make the materials used to produce packaging more expensive.

3. Paper packaging requires a lot of energy to produce.

2. Brand development goals setting

1. Building brand awareness: Use online advertising and public relations to make the brand known.
2. Increasing repeat purchase rate: Use loyalty programs or give gifts to customers to retain existing customers and attract new ones.
3. Increasing sales: Use marketing strategies and promotions to attract and maintain the attention of your target using online media such as Instagram, Facebook, and TikTok.

3. Defining the target customer group and details of the target group's insights

1. Target group

Demographics : Working age, 30-44 years old.

Geographics : Southern region in Pattani province.

Behavioristics : People who are interested in beautiful packaging and adding value to the product.

Psychographics : Suitable for people who buy as souvenirs or gifts on special occasions and have medium to high purchasing power.

1. Target group insight

Needs : Interested in beautiful packaging, new designs, easy to use, safe, and environmentally friendly, such as packaging made from recycled paper.

Consumption behavior : Often buy products through online channels and like promotions.

Feelings : Emphasize product quality and prices that are not too high.

4. Design of social and environmental packaging of the brand and products presented.

1. Luk Yee packaging : Changing from using plastic packaging to paper box packaging made from recycled paper, based on the concept of reducing plastic use and promoting the use of sustainable and recyclable packaging.

5. Marketing activities and brand development through packaging

1. Use packaging that creates a memorable experience.
2. Use distinctive packaging to make consumers remember, such as colors, different designs.
3. Packaging that communicates brand values, and uses messages that indicate quality and sustainability.
4. Packaging that matches customer behavior, such as packaging that is easy to use.
5. Use packaging in conjunction with online marketing strategies, such as having a QR CODE that leads to the brand story.

6. Marketing and brand measurement

1. Customer satisfaction surveys: Using short questionnaires to ask customers what they like and dislike.
2. Sales analysis: See if sales are higher or lower than in the previous period, such as sales increased after we changed the packaging.
3. Social media measurement: See how many people talk about or engage with our social media posts, such as shares, likes, or comments, to see if our content is interesting.
4. Customer loyalty analysis: See how many customers come back to buy again and recommend products to friends or family to see the likes and trust in the brand