Case Packaging Standable

1. Business Environment Analysis

PESTLE Analysis

1. P (Political)
2. The government has declared the BCG (Bio-Circular-Green) model as a national agenda. Various sectors have begun emphasizing reducing plastic use and increasing the recycling of post-consumer plastics, especially PET. This has led to a rise in interest in using rPET, a recycled PET material, to create eco-friendly phone case packaging. (+)
3. The government promotes the Circular Economy, especially in industries using plastic, and has set measures to reduce plastic use by 2025, increasing interest in industries reducing plastic consumption. (+)
4. E (Economic)
5. The cost of rPET is slightly higher than regular plastic due to the recycling process and material sourcing. However, products using rPET can add value by emphasizing sustainability, which can create a competitive disadvantage in terms of price (-) but a significant advantage in terms of brand image and sustainability. (+)
6. S (Social)
7. Thai consumers, particularly Gen Z and Millennials (Gen Y), are increasingly interested in environmental issues. These groups, being key customers of phone cases, will resonate with brands that use environmentally friendly materials such as rPET. (+)
8. The widespread plastic waste problem in Thailand has tarnished the country's image. Packaging made from rPET, which can reduce plastic waste, will enhance the brand's image. (+)
9. T (Technological)
10. Technological advancements in rPET production allow for durable and well-designed packaging. Phone case packaging made from rPET is as strong or stronger than traditional plastics, making it a good choice for protective, eco-friendly packaging. (+)
11. E (Environmental)
12. Thailand faces a significant plastic waste problem. rPET packaging can help address this issue by being recyclable and reusable, reducing the country's plastic waste. (+)
13. The increasing plastic waste crisis is affecting the environment. Using rPET reduces waste and decreases the demand for virgin PET, making it a good option for environmental sustainability. (+)
14. L (Legal)
15. Tax reductions and other government incentives are in place to promote the use of recyclable materials such as rPET, making companies using rPET subject to lower taxes. (+)

SWOT Analysis

Based on a comparison with competitors in the phone case and packaging market, the SWOT analysis is as follows:

1. Strengths (S)S1: Uses eco-friendly rPET material made from recycled PET.S2: rPET is as durable as virgin PET.S3: rPET packaging can be repurposed as a phone stand, in addition to protecting the phone case.
2. Weaknesses (W)W1: rPET packaging has a higher cost than regular packaging.W2: rPET packaging is not biodegradable like paper.
3. Opportunities (O)O1: Growing consumer concern for the environment.O2: The plastic waste disposal problem.O3: Influencers are playing a key role in product promotion.
4. Threats (T)T1: Consumers perceive eco-friendly packaging as expensive.T2: The use of plastic is still viewed as environmentally unfriendly.

TOWS Matrix

1. SO (Strength-Opportunity)Eco-friendly marketing: Use rPET as a strength by focusing on sustainability and environmental benefits. Highlight plastic waste reduction from using rPET on the packaging. Promote durability and multifunctionality (e.g., protecting during transport and as a phone stand) through influencers and social media to showcase product sustainability.
2. ST (Strength-Threat)Emphasize long-term value: Use rPET's durability to communicate the long-term value despite a higher price. Create campaigns that highlight the true eco-friendly production process to change the perception that using plastic isn't sustainable, particularly educating about rPET recycling.
3. WO (Weakness-Opportunity)Showcase the environmental sustainability of the material: Although rPET is not biodegradable like paper, it shines in its durability and comes from recycled PET, reducing plastic waste. Promote this through influencers and social media.
4. WT (Weakness-Threat)Emphasize environmental sustainability: Although rPET isn't biodegradable and has a higher cost, highlight its durability and the fact that it is made from recycled PET, which helps reduce plastic waste. Promote this through influencers and social media.

2. Brand Development Goals

The goal is to develop a brand that aligns with eco-friendly trends by designing packaging that uses recycled rPET materials. Focus on reuse, as this allows the product to serve multiple purposes, reducing the need for additional products. Additionally, rPET packaging can be recycled again at the end of its life cycle, promoting a sustainable loop.

3. Target Customer and Insights

1. Customer PersonaThe primary target customers are working women aged 25-35, earning 20,000-30,000 THB per month. They buy phone cases once or twice a month, usually driven by promotions and cute, trendy designs. They primarily shop online and follow influencers for tips on stylish and adorable phone accessories, while also being conscious of environmental issues and sustainability.
2. Surveys/Focus GroupsSurveys show that consumers prioritize the phone case over its packaging. They prefer clear packaging to easily see the case and tend to dispose of the packaging unless it can store an old case. Most packaging is made from thin, clear plastic, which is often discarded. Consumers expressed interest in packaging that can serve additional functions, such as standing the phone upright for watching videos or video calls.

4. Socially and Environmentally Friendly Packaging Design

The brand focuses on reuse by making the packaging functional. Although the packaging is made from recycled rPET, recycling in Thailand is limited due to a lack of proper waste separation practices. Therefore, the brand emphasizes reuse to extend the product's life. rPET reduces the need for virgin PET, and in the future, if recycling practices improve, rPET can be recycled again.

The packaging design is based on customer insights. Consumers expressed the need for packaging that can also function as a phone stand since most phone cases are designed for aesthetics rather than functionality. The rPET packaging is transparent, allowing the case to be seen and strong enough to protect it during shipping. It can be adjusted to stand the phone horizontally or vertically, with slots for charging cables and ventilation to prevent overheating.

5. Marketing and Brand Development through Packaging

1. Hire influencers to explain the benefits of rPET, showing its environmental friendliness, even though it isn't biodegradable like paper. Highlight how the packaging can serve additional purposes, such as standing the phone on a table for watching videos or TikTok. Despite being simple, no other phone case packaging on the market offers this functionality, allowing both aesthetic display and practical use.

6. Marketing and Brand Performance Metrics

KPIs (Key Performance Indicators):

1. Increase brand awareness by 30% within the target eco-conscious audience in 6 months, using social media and influencer marketing.
2. Increase rPET packaging sales by 25% within 6 months.
3. Reduce plastic waste from packaging by 10% in the first year.
4. Increase the rate of customers reusing the packaging by 30%.