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SCGP

PENTEEN

Idea Tank
Team : Pencil Package

Member

Ms ์ี์Nutkamon Wattanasomboonchai

PENTEEN: The New Generation Pencil Brand

PENTEEN is a pencil brand that aims to become a part of the best memories of teenagers.

CONCEPT

(Believe) We want to make learning fun because we believe it’s more than just studying. It’s a part of teenage life, filled with memories and experiences.

KEY MESSAGE : Learning shouldn't stop at studying.

TARGET / SWOT / INSIGHT

Target

  1. Teenagers aged 12-18
  2. Gen Z students
  3. Kids interested in extracurricular activities
  4. A new generation that cares about sustainability and the environment

SWOT

Strengths

  1. Innovative product that can be transformed from packaging into a pencil sharpener
  2. Fun and unique experience with fortune messages
  3. A brand chosen by teenagers
  4. Eco-friendly concept, creating a positive feeling towards the brand

Weaknesses

  1. High production cost due to complex packaging design
  2. Potential challenge in communicating how to use the product

Opportunities

  1. Growing market for sustainable and eco-friendly products
  2. Increasing popularity of products that engage users and create fun experiences

Threats

  1. The digital tools like tablets, reducing the need for pencils
  2. Competitors with lower-priced products

Target Insight : Teenagers want brands that understand their lifestyle and mindset. They seek products that connect with their real-life experiences, and they value environmental sustainability, wanting to support eco-friendly products.

PACKAGE DESIGN

We designed pencil packaging that folds into a pencil sharpener, adding fun to life with fortune messages related to studying. You can throw the dice game for fortune.

(Background) We think most pencil brands don't have sharpeners in the package, but wooden pencils and pencil sharpener are couple. It would be better, If we have a pencil sharpener in the package. So, we added a sharpener into the packaging to make it more convenient and give users a fun, memorable experience.

(Design) Our design is based on the idea that learning shouldn't stop at studying. We use symbols like "A" and "F" grades, which can be the other things, offering a fresh perspective that life at school is more than just grades. Even with low scores, you can still smile. Even with an "F," you can still be awesome. And even when math is hard, you can still enjoy bubble tea every day! This simple, creative design uses minimal words and impactful graphics to make our brand look modern and environmentally conscious.

(Package for Sustainability) We embrace sustainability with the idea that one thing shouldn't serve only one, aligning with our concept that learning shouldn't stop at studying. Our packaging is designed for long-term use, encouraging reuse by turning it into a sharpener, reducing waste from buying separate sharpeners, and using recyclable craft paper to help protect the environment.

BUSINESS ENVIRONMENT ANALYSIS

External Factors

  1. The development of digital tools like stylus pens for tablets, reducing the use of pencils
  2. Online learning that lessens the need for pencils when homework can be submitted digitally
  3. New learning methods that focus on outdoor education, reducing classroom time

Internal Factors

  1. Innovative packaging design that adds value as a portable sharpener
  2. A brand vision focused on making learning a fun and memorable experience for all teenagers

MARKETING ACTIVITIES AND BRAND DEVELOPMENT THROUGH PACKAGING

Advertisement

Format: Square posters

Platforms: Facebook, Instagram, X

We will create catchy quotes inspired by real-life teenage experiences and design them creatively to make our brand relatable and impressive to our target audience.

Campaign

Encourage users to share their fortune results or favorite fortune messages from the sharpener game.

Platforms: TikTok, Facebook, Instagram

Promotion

Share the creative packaging idea on various online platforms. Share the fortune messages and design to inspire and engage the target audience, building excitement and brand awareness.

MARKETING AND BRAND PERFORMANCE MEASUREMENT

  1. Brand Awareness: How well do the target customers recognize and remember the brand?
  2. Engagement: How much interest and interaction does the packaging generate? Measure from reposts, likes, and shares on all online platforms.
  3. Environmental Impact: Measure how long the packaging lasts before it becomes recyclable waste.
  4. Sales Growth: Track online sales and in-store performance to measure market growth.

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Members Of SCGP

location icon SCG PACKAGING PUBLIC COMPANY LIMITED
1 SIAM CEMENT RD., BANGSUE, BANGKOK
10800, THAILAND
phone icon TEL. +662 586 3333, +662 586 4444
COPYRIGHT 2024 SCG PACKAGING. ALL RIGHTS RESERVED. LEGAL & PRIVACY.