External Environment Analysis

The current oral care product market is experiencing continuous growth, particularly for products that focus on sustainability and eco-friendliness. This aligns with consumer trends that prioritize both health and environmental concerns. With increasing awareness of plastic waste and its impact on the environment, consumers are now opting for products with biodegradable packaging. The demand for such products is growing significantly, presenting high growth opportunities. Contributing factors include increased consumer demand, government support policies, ongoing technological advancements, and diverse marketing channels, especially popular social media platforms like TikTok. The sustainable packaging oral care product market holds strong growth potential.

Brand Development Goals

1. Short-term goal: Build brand awareness among eco-conscious consumers within the first 6 months.

1. Medium-term goal: Become a market leader in sustainable oral care products within 2 years.

1. Long-term goal: Expand into markets in countries that emphasize sustainability and generate revenue from related products and services.

Target Audience

1. Primary target: Students and young professionals (Gen Z) living in dormitories or apartments with a minimum income of approximately 5,000 THB.

1. Age range: 18-25 years.

1. Income: 5,000-20,000 THB per month.

1. Lifestyle: Living in limited spaces such as dorms or condos, seeking to organize their bathrooms for more space and cleanliness.

1. Buying behavior: Frequently purchase necessities online through platforms like TikTok Shop, Shopee, Lazada, or from convenience stores such as 7-Eleven, CJ More, Lotus.

1. Purchase motivation: Desire for products that are cost-effective, multifunctional, well-designed, and environmentally friendly.

Target Audience Pain Points

1. Toothbrush storage in small bathrooms: Dormitory bathrooms often have limited space, leading to disorganized toothbrush placement.

1. Hygiene and protection from germs: Improperly stored toothbrushes can easily become dirty or contaminated.

1. Moving into new dorms: Customers often seek essential items during their move, creating an opportunity to offer products that help organize bathroom spaces.

Socially and Environmentally Responsible Packaging Design and Product Offering

The idea for this toothbrush storage box design stems from observing a common overlooked problem in everyday life: toothbrushes being placed in open spaces, particularly in bathrooms where germs can spread. When a toilet flushes, germs may disperse and land on toothbrushes we use daily. To address this issue, we devised a solution to store toothbrushes in a way that better protects them from germs. The storage box can be wall-mounted, with an open-close mechanism, holding multiple toothbrushes, and has additional space on top for other items. It also includes a glass-hanging function to reduce clutter in the bathroom. Additionally, we emphasize the use of eco-friendly materials like PP, which can be recycled multiple times and reused, meeting both functional and environmental sustainability needs.

Marketing Activities and Brand Development through Packaging

1. Advertising: Utilize micro-influencers to promote the product or run an affiliate program for the product on TikTok.

1. Sales Promotion: Offer a 15% discount as a back-to-school promotion during university semesters in June and August.

1. Public Relations: Launch an official account on TikTok and organize a hashtag campaign, #FreshoraMoreThanABox, challenging users to showcase creative ways the packaging can be repurposed.

1. Direct Marketing: Send email or SMS campaigns introducing promotions or content related to oral hygiene care, along with special offers.

Measuring Marketing and Brand Performance

1. Brand Awareness: Track the number of consumer comments on promotional videos.

1. Sales Measurement: Compare sales before and after the product launch.

1. Social Media Engagement: Monitor follower growth, likes, and shares across social media platforms.