Just Click

Information

Packaging: Liquid detergent

Business environment analysis:

* Market Situation The laundry product market in Thailand has grown continuously in the past few years. The total market value of laundry products is approximately 20 billion baht. Washing clothes is a necessity for every household. Therefore, the laundry product market is fiercely competitive among brands. Liquid laundry products are very popular because they are convenient to use and can meet the needs of consumers in terms of emotional, such as fragrance, and functional, such as cleanliness, convenience, and saving time in washing. It can be seen that the liquid laundry product market has grown by 16.7% (bluechipthai, 2024).

Brand name: ClickClean

Concept brand: “ClickClean” comes from the combination of the words Click (the sound of pressing a pen) and Clean (cleaning), conveying the method of using cleaning products that is easy and fast, just by pressing.

* Fast & Simple: Easy to use and fast Suitable for busy lifestyles

* Eco-Friendly: Focus on reducing waste and using resources sustainably

* Portable: Easy to carry, suitable for people who want convenience and agility

* Smart Living: Promote smart living with products designed to simplify life

Objective

Brand development goals: The development of liquid detergent packaging is not just about adjusting the appearance, but also has a deeper goal of providing a new experience to consumers that meets the needs of convenience and light weight, easy to pick up and use. In addition, the selection of packaging materials that are easily degradable and recyclable increases the competitiveness of products that are outstandingly differentiated, creates a good brand image from environmentally friendly packaging, and helps increase the customer base.

Target group: Students and permanent employees aged 18-35, living in limited spaces such as dormitories and apartments, washing clothes by hand or using coin-operated laundry services, have a rather hectic lifestyle, looking for something easy to use, fast, with few steps, convenient to store and carry to various places.

Insight: A random interview with 20 people in the area of ​​Khon Kaen University, who were students and permanent employees, found that most of them said that they often use coin-operated laundry services, so there is a problem with portability due to the size or shape.

Development

Inspiration: The design of this new detergent packaging comes from the convenience of the pen. Which can be pressed to flow out the right amount of detergent for each use. Users can control the amount of detergent precisely with just one press, making it easy to use and not wasteful.

Concept design:

1. Compact shape The packaging is designed to be easy to grip and has a curve to fit the shape of the fingers.

2. Press system to dispense controlled amount of detergent, similar to a pen that presses out ink. This packaging has a button that makes detergent flow out the right amount for each use. This helps users not have to guess the amount of detergent themselves, reducing waste and making laundry more efficient.

3. 3R concept

* Reduce: Reduce the use of detergent. Packaging with a press system that controls the amount of detergent, which helps reduce excessive detergent use, is a worthwhile use of resources.

* Reuse: Reusable packaging. The packaging can be designed to be refillable. The packaging material is designed to be durable and reusable, reducing the amount of packaging waste in the long run. Users can buy detergent refill bags to refill instead of throwing away old bottles.

* Recycle: Recyclable packaging. The packaging design has a clear label stating that it can be recycled. This encourages consumers to participate in separating waste and sending packaging for recycling correctly. Refill bottles can be DIYed into other useful items.

Marketing

Marketing activities:

* Offline Set up a product booth in a place where students gather during free time and during breaks, there are many people, such as the cafeteria, to attract attention and increase the chance of seeing and remembering the brand. Including the location near the coin laundry in the university, this is the place that is most targeted and other target groups that use the service at the same time. Students who already use the laundry service may be interested in trying new products and presenting valuable promotions such as buy 1 get 1 free.

* Online

* ​​Influencer marketing: Hire influencers to create vlogs of daily life or people who like to recommend products for dormitory students and home decoration that are popular among students and regular employees. To have them review the product to show how to use it and new and different functions.

* Paid advertising: Use advertising on various social media platforms Facebook, Instagram, TikTok by creating content related to articles on laundry techniques or cleaning clothes faster, with fewer steps that save time and resources.

* E-commerce: Create promotions through popular e-commerce platforms such as Shopee, Lazada, which are often where this group of people choose to buy products. To attract them to try the product

Marketing and brand measurement (KPI):

Overall image of the brand from tracking sales before and after marketing, how much Brand Awareness occurs and what is the brand image like? From surveys or interviews with customers about their satisfaction and opinions on the product

Offline : 

* Number of people visiting the booth

* Number of products sold

Online :

* Influencer marketing : 

* Number of views

* Engagement rate (likes, comments, shares)

* Paid Advertising : 

* Click measurement

* Conversion (from clicking on ads to orders)

* E-commerce :

* Sales and orders from the platform

* Using promotions or discount codes specific to the platform

* Collecting reviews and feedback from customers