This packaging must be useful after use

INTRODUCTION

            Due to the collaboration between SCG Packaging Public Company Limited and the Thailand Management Association (TMA) in organizing the SCGP Packaging Speak Out 2024 competition, aimed at creating and developing brands and increasing product value through packaging design for society and the environment under the theme of Reduce-Reuse-Recycle, we invite the younger generation to raise their voices for a better world and environment by creating and developing brands and enhancing product value through packaging design.

In this regard, our group, named “Three Little Pigs,” has come together with the objective of applying marketing knowledge to create a marketing plan and design packaging for a product in the women's clothing industry. Our goal is to raise awareness about environmental issues and generate long-term sales.

We would like to express our gratitude to SCG Packaging Public Company Limited and the Thailand Management Association (TMA) for providing us with this valuable opportunity to learn and gain real experience in packaging design and marketing planning. We also extend our heartfelt thanks to all the committee members for taking their precious time to evaluate the packaging design and marketing plan that our group has dedicatedly worked on.

EXECUTIVE SUMMARY

            Currently, the clothing industry is experiencing continuous growth, and most customers, particularly the younger generation, are becoming more environmentally conscious. This shift has posed challenges for packaging design to meet consumer demands. Therefore, to seize business opportunities in this growing industry, our group, “Three Little Pigs,” has developed this marketing plan to create packaging that addresses environmental care through Reduce-Reuse-Recycle principles while being durable, attractive to customers, and reinforcing environmental considerations, all while presenting a modern image that resonates well with the younger demographic.

Through in-depth data collection to gain insights into the younger customer segment who purchase products for their mothers, we found that most customers exhibit different purchasing behaviors. Generally, customers in the clothing industry prioritize the aesthetics of packaging, ensuring that it is environmentally friendly and can be reused. This is because the individuals receiving the products tend to keep the packaging for further use. This insight has led to the Big Idea that “This packaging must be useful after use,” which is reflected in our marketing strategy.

CUSTOMER ANALYSIS

            The target customer group consists of the younger generation who purchase products for their mothers and are environmentally conscious. This group has varying attitudes and behaviors when selecting products based on packaging. Therefore, to gain a true understanding of consumers, our group conducted a consumer analysis using the following methods:

We collected in-depth data through questionnaires and in-depth interviews, ensuring that respondents were potential members of the target customer group. This group consists of younger individuals aged 15-29 years, aimed at uncovering Customer Insights.

RESEARCH RESULT

WHO: The consumers are the younger generation who purchase clothing for their mothers and consider environmental factors.

WHAT: The characteristics of the packaging that the mothers of the target customers choose to keep are:

1.      Reusable items

2.      Durability and strength of the packaging

3.      Aesthetics

WHERE: The places where consumers choose to buy clothing are Modern Trade outlets.

WHEN: The customers select clothing for their mothers on special occasions such as birthdays and Mother's Day.

WHY: The customers buy clothing as gifts for their mothers.

WHOM: The individuals who have the most influence on purchasing decisions are the mothers, with the customer's preferences being secondary.

HOW: The factors influencing the decision to choose packaging are aesthetics, eco-friendliness, durability, and reusability.

CUSTOMER INSIGHT

B2C

-        "Consider the environment"

-        "Must be beautiful"

-        "Must be durable"

-        "Must be reusable"

SWOT Analysis

Strengths

-        The design allows the packaging to be carried without the need for an additional bag, helping to reduce costs and minimize waste.

-        The modern design meets the needs of the target customer group.

Weaknesses

-        The packaging must be environmentally friendly, which may result in some aesthetic limitations.

Opportunities

-        The clothing industry is continuously growing, leading to an increase in market value.

-        The younger generation is becoming more environmentally conscious, resulting in a higher likelihood of choosing eco-friendly packaging.

Threats

-        There are still products in other industries that capture the interest of the target customers, beyond those in the clothing industry.

Production Costs

Paper Costs: The paper used will be corrugated cardboard, as it is made from recycled paper and can be further recycled, making it environmentally friendly and cost-effective. The price for 3-layer B-flute corrugated cardboard measuring 40×36 inches starts at $20.59 per sheet. If 50 sheets are purchased, approximately 115 boxes of size 38×38×15 cm can be produced. Note: These are just preliminary figures gathered by our group.

Ink Costs: The boxes will feature printed designs and logos, but the amount of ink used will be minimal to save on costs.

Ribbon Costs: Each packaging box will have a small bow for aesthetic appeal. The ribbon used is organic cotton ribbon, free from harmful substances and environmentally friendly, as it can be recycled.

Labor Costs: This includes the wages for workers involved in cutting, folding, assembling, and inspecting the boxes, as well as the labor costs associated with production management, quality control, and shipping.

Machinery and Equipment Costs: Expenses related to energy consumption, including electricity or power used by the machinery.

Operating Costs: This covers water and electricity expenses related to factory operations, as well as transportation costs for moving raw materials or products within the factory.

Marketing Activities and Brand Development through Packaging

Increasing Appeal The packaging is designed to attract the attention of the target customer group (the younger generation) on store shelves, which can enhance the likelihood of product purchase.

Creating Customer Experience The packaging is designed to include elements that allow customers to engage with it, such as spaces where they can write their own names or the names of those they wish to gift it to, enhancing the overall experience. This makes customers feel a sense of ownership over the purchased item. Additionally, the packaging is designed to be easily understood and can be repurposed for their own use, reducing waste generated from packaging.

Communicating Value and Attributes The packaging effectively communicates important information about the product.

Enhancing Customer Experience The packaging can provide a positive experience for customers by emphasizing the feeling of ownership, making the product feel like a meaningful gift from the purchaser.

Differentiating from Competitors The packaging is designed with a focus on environmental friendliness and reusability, making it stand out and different from standard packaging available in the market.

Measuring Marketing and Brand Performance

It is essential to consider whether the packaging can contribute to increased sales. The packaging should be designed to meet the needs of the target customer group, while also comparing the costs associated with the packaging against the sales to determine if they align with the established goals. Additionally, it is important to assess whether the packaging enhances the brand’s accessibility to consumers through various channels. Finally, the most crucial aspect of measuring whether the designed packaging truly meets the needs of the target customers is to survey their satisfaction and gather feedback regarding their opinions on the packaging.