Tom - mard

Concept

“Khao Tom Mud” is a traditional Thai dessert that has gained popularity both locally and internationally. Its appeal lies in its sweet, delicate flavor and chewy texture, making it a delightful eating experience. However, one of its limitations is the inconvenience of carrying and eating it due to the oily residue left on the traditional banana leaf wrapping. To solve this issue, we’ve designed new packaging made from paper coated with PLA (Polylactic Acid) bioplastic, which is moisture and air resistant. This helps the dessert stay fresh longer, reducing moisture retention that could spoil the product faster. The new packaging retains a design similar to the traditional wrapping, allowing consumers to enjoy the nostalgic experience of eating Khao Tom Mud but with added convenience for carrying and eating. It's also suitable as a gift or souvenir. Moreover, our packaging is environmentally friendly, made from biodegradable materials, reducing environmental impact and promoting sustainability, a core commitment of our brand.

Mood & Tone

Tradition meets Modernity - Simple & Natural - Warm & Inviting

Target 

Sweet Snack Lovers

Age Range: All ages, especially teens to working professionals who have purchasing power.

Socioeconomic Profile: Those who enjoy eating sweets as part of their daily life.

Consumer Behavior: Typically consume Khao Tom Mud as a snack or dessert on special occasions.

Around 40-50% of the population enjoys sweet snacks regularly, accounting for approximately 28-35 million people. The market value for sweet snack lovers ranges from THB 2.8 to 10.5 billion per year. Khao Tom Mud ranks in the top 10 of popular Thai desserts both locally and internationally.

Insights:Consumers are drawn to delicious and easily accessible flavors.

Packaging that is convenient for carrying or storage is important.

They often prefer variations in flavors or different fillings.

Tourists

Age Range: All ages, with a focus on foreign tourists and those from other provinces.

Socioeconomic Profile: Interested in local culture and traditional foods.

Consumer Behavior: Often purchase Khao Tom Mud as a souvenir or try it as a local delicacy.

Thailand receives about 39 million tourists annually, with 60-70% opting to buy local products. This market is valued between THB 460 to 1.62 billion per year.

Insights:Tourists seek attractive, unique packaging that is easy to carry.

They value stories and history behind the product, creating a cultural experience.

Sustainable or eco-friendly packaging adds appeal to the product for this group.

SWOT Analysis

Strengths:

Environmentally friendly, using resources efficiently.

Easy to eat and carry, no greasy residue.

Lightweight and portable.

Strong branding opportunities.

Weaknesses:

Lower moisture resistance.

Temperature limitations for food packaging.

Higher competition in costs compared to traditional banana leaves.  

Opportunities:

Growing health and eco-conscious markets.

Increased interest in local and cultural products, ideal for souvenirs or tourists.

Potential to expand to export markets and modern retail channels.

Threats:

Regulatory and legal standards for packaging.

Volatile paper prices affecting cost stability.

Mission

"To develop paper packaging for Khao Tom Mud as a sustainable alternative while maintaining the traditional Thai dining experience. We aim to add value to local products by reducing plastic usage and promoting eco-friendliness, all while enhancing convenience for modern lifestyles and focusing on large-scale industrial use."

Vision

"To become a leader in sustainable Thai dessert packaging, driving positive environmental change while connecting Thai culture with consumers through packaging that prioritizes quality, environmental conservation, and maintaining the charm of traditional Thai sweets."

Marketing Strategy

1. Design: Highlight Thai culture, creating a memorable impression for tourists and those who love Thai heritage.
2. Community Promotions: Collaborate with local businesses to foster community loyalty and boost sales among niche consumer groups.
3. Storytelling: Focus on telling the brand’s story about the creation and production of eco-friendly packaging to deepen consumer understanding.
4. Sustainability Marketing: Appeal to eco-conscious consumers who prefer products with minimal environmental impact.

Marketing Metrics

1. Action Metrics: Customer satisfaction in eating Khao Tom Mud with paper packaging can be measured by Net Promoter Score (NPS), customer satisfaction surveys, social listening, repeat purchase rate, sales growth, and conversion rate (CVR).
2. Awareness Metrics: Track brand awareness of Khao Tom Mud with paper packaging, including online search frequency and brand visibility.