Market Situation

The issue of waste from consumer goods is increasing with the growth of population and lifestyles focused on convenience. The use of single-use products and plastic packaging generates waste that is difficult to decompose and accumulates in nature. This type of waste not only impacts the environment but also affects human health. Inadequate waste management and a lack of efficient recycling systems result in a large amount of waste being buried or burned uncontrollably, releasing carbon dioxide (CO2), nitrous oxide (N2O), and methane (CH4) — greenhouse gases that contribute to global warming. Methane is 25 times more potent in causing global warming than CO2.

Currently, consumers are becoming more aware of and concerned about global warming. This shift is leading them to adjust their lifestyles and choose eco-friendly products. They are paying more attention to reducing waste, recycling, and proper waste management. Consequently, manufacturers and businesses must adapt to these changing consumer behaviors.

Many manufacturers and businesses are now designing products with environmentally friendly packaging. These designs use natural materials that are recyclable, biodegradable, and promote sustainability throughout the product's lifecycle, while being safe for both the environment and human and animal health.

PESTEL Analysis

Policy

1. There are guidelines promoting environmental policies to reduce the use of single-use plastics, encourage the recycling of plastic waste, and favor the purchase of eco-friendly products. This has led to a greater focus on environmentally friendly packaging choices among consumers. (Office of Environmental and Pollution Control, 2024) (+)

Economics

1. - The Thai economy is expected to experience slower growth in 2024, with GDP growth projected at only 3.2%. High inflation and a strong Thai baht are likely to increase market prices, reduce consumer spending, and raise production costs. (Krungsri, 2024) (-)

Social

1. The trend towards environmental consciousness is growing among consumers, leading them to seek sustainable options that minimize environmental impact. This trend creates opportunities for market penetration. (+)

Technology

1. Advances in technology for producing biodegradable packaging materials and improving the preservation of product quality offer a range of options for eco-friendly packaging. (+)

Environment

1. Global temperatures are rising due to greenhouse gas emissions from inadequate waste management and inefficient recycling systems. This results in the release of CO2, N2O, and CH4, which contribute to global warming. This environmental challenge necessitates that Triple Girl develop eco-friendly, recyclable, or reusable packaging solutions. (+)

Legal

1. The Industrial Products Standards Act (B.E. 2511) mandates standards and quality for products, requiring compliance with established standards for product and packaging quality. (-)

Brand: Triple Girl

Triple Girl is a concentrated washing powder brand designed for both hand and machine washing. Utilizing modern technology, Triple Girl enhances cleaning power, provides a fresh fragrance, reduces unpleasant odors, and ensures confidence throughout the day. It easily removes stains, saves scrubbing effort, and is committed to environmental sustainability.

Distribution Channels: Available in convenience stores, department stores, and through the brand’s official social media platforms, including Facebook, Instagram, TikTok, and Line Official.

Brand Development Goals

1. Differentiate and Add Value: Enhance the brand’s value through distinctive and innovative packaging.

2. Maximize Utility: Design packaging that can be used effectively and efficiently.

3. Ease of Use and Storage: Ensure packaging is user-friendly and easy to store.

4. Promote Environmental Awareness: Encourage consumers to adopt environmentally friendly practices subtly through packaging design.

Target Customer and Insights

Target Customer: Regular users of laundry washing powder who value convenience and cost-effectiveness.

Key Insights from Consumer Interviews:

1. Measurement and Handling Issues:

   - Consumers often estimate washing powder quantities visually.

   - They commonly need to transfer washing powder into a separate bottle or container.

   - Many use rubber bands and clips to secure or seal washing powder bags.

2. Packaging Problems:

   - Washing powder in bag packaging tends to clump together due to exposure to moisture.

   - Some consumers simply leave the bag open, leading to spillage and mess.

3. Price Sensitivity:

   - Consumers are sensitive to price changes. If the price of washing powder  increases significantly while the quantity remains the same, they may switch brands.

Summary:

Consumers typically use washing powder in bag packaging and face issues such as clumping, spillage, and difficulty in measuring the correct amount. They prefer a more convenient and user-friendly packaging solution, provided it maintains or offers better value without a significant price increase.

Packaging Design Concept

Idea :

- Most laundry washing powder in the market are packaged in single-use bags, which cannot be reused. This leads to significant waste and the need to discard the packaging after use. Consumers also often lack suitable storage containers, leading to issues such as washing powder clumping, spillage, and improper measurement, which affects washing efficiency and results in stains.

Design Intent:

- To address these issues comprehensively within a single packaging solution.

Packaging Characteristics:

- Shape and Material: The packaging is designed as a durable, transparent rectangular box. This shape is simple, strong, and easy to store and handle.

- Design Features: The box features embossed patterns of washing machines to visually communicate the product type and brand name, Triple Girl. This design choice avoids plastic labels and screen printing, facilitating easier recycling of the plastic container and reducing plastic use.

- Labeling: Product information will be provided on a small sticker attached to the side of the box.

- Capacity: The box holds 1,500 grams of washing powder.

This design aims to enhance usability, reduce waste, and make recycling more efficient while maintaining the integrity of the product and its brand.

Packaging Materials and Components

Material:

- Plastic Type The packaging will use 100% recyclable PET plastic. This material is lightweight, cost-effective, and capable of being recycled into new packaging or other products. It effectively resists moisture and gases.

Packaging Components:

1. Box Opening:

   - The opening is designed to be narrow and tapered for easy dispensing of the washing powder . The slightly curved edges help control the flow of washing powder, minimizing spillage and mess.

2. Measuring Lid:

   - The lid is shaped like a measuring cup, allowing users to easily measure the washing powder amount needed for each wash. It also seals tightly to prevent moisture ingress and spillage.

3. Large Cover:

   - The large cover fits the rectangular box and opens easily, facilitating convenient refilling or repurposing of the box.

4. Handle Strap:

   - The handle strap is attached to the box for easy carrying. This eliminates the need for additional plastic bags, thus further reducing plastic waste.

This packaging design addresses convenience, usability, and environmental impact while enhancing the overall user experience.

Marketing Activities and Brand Development 

1. Box it like a Pr0

Objective:

  1. Increase brand awareness.

  2. Promote reusable packaging among consumers.

Details:

  - Consumers are encouraged to share how they repurpose Triple Girl’s packaging on social media. Posts should include the brand hashtag (#TripleGirl) and the event hashtag (#Boxitlikeapro). Participants can win cash and special prizes. 

Submission Formats:

    1. Images on Facebook and Instagram.

    2. Short videos (up to 1 minute) on TikTok.

Prizes:

    - Most Creative Award: 4 prizes of 1,000 THB each for the most innovative uses of packaging, judged by the brand.

    - Popular Choice Award: 2 prizes of 500 THB each and a gift set for the most liked posts.

Promotion:

    - Create posters and short clips to publicize the event on Facebook, Instagram, and TikTok.

Duration: 2 months, including prize announcement and distribution.

2. Super Plus

Objective:

  1. Encourage recycling and waste reduction.

  2. Build customer loyalty.

  3. Demonstrate environmental responsibility.

Details:

  - Consumers can exchange 5 used Triple Girl washing powder packages for a special gift set. The gift set includes:

    1. A T-shirt.

    2. A reusable bag.

    3. A keychain shaped like a washing machine.

 Redemption Process:

    1. Register for the gift set via Triple Girl's official Line account.

    2. Bring the used packaging to designated collection points or send it to the company.

    3. The brand will ship the gift set to the registered address.

Conditions:

    - Each person can redeem once per year.

 Promotion:

    - Use social media channels (Facebook, Instagram, TikTok) and in-store posters to advertise the event.

    - Create a unique hashtag and place posters in participating stores and malls.

Marketing and Brand Measurement

Box it like a Pro

1. Number of Posts and Videos:  Aim for 600 posts and videos using hashtags #TripleGirl and #Boxitlikeapro across all platforms within 2 months.

2. Engagement:  Achieve at least 15% engagement (likes, shares, comments) relative to the brand's total social media following over 2 months.

3.Brand Awareness: Increase social media followers by at least 20% across all platforms within 2 months.

Super Plus

1. Registrations: Obtain 5,000 registrations for the gift set within 6 months.

2. Repeat Purchases: Increase repeat purchases by 15% among participants within 6 months.

3. Social Media Engagement: Generate 600 mentions and comments about the event across all platforms within 6 months.