VARICH

Pain Point

1.There is no place to stick incense.

2.It's hard to set up a candle.

3.Candle tears drip on hands when candlelight procession.

4.Incense envelopes are easy to break and can't be stored for a long time. You have to find a bag to put it in.

Design Packaging to Address Pain Points

The packaging has a thickness of 1 millimeter to resolve the pain point that general incense bags made of plastic in the market are thin and tear easily after opening. This forces users to find additional boxes or bags for storage. The packaging also offers four additional functionalities

1. Candle Wax Drip Tray

- Tear along the perforated line at the top of the product.

- Poke a circular perforation at the base of the top part using your finger.

- Insert the candle into the hole, and now you have a tray to catch candle wax for ceremonies like candlelight processions.

2. Incense Holder

- The packaging can be used as an incense holder in two ways:

- The top part can serve as a candle wax drip tray; simply don’t poke the circular hole and fill it with soil, sand, or rice.

- The lid of the packaging can also be removed and filled with soil, sand, or rice, turning it into an incense and candle holder.

3. Seedling Pot

After using the candle wax drip tray, it can be repurposed as a seedling pot. Since the packaging is made from biodegradable kraft paper, it can be planted in the ground along with the seedling and will decompose naturally.

4. Storage Box for Small Items

- Once the incense and candles are used up, the box can be reused to store other small items like pencils, pens, or anything else as desired.

Business Environment

Buddhism is the national religion of Thailand, and incense and candles are integral to religious ceremonies and offerings. With many temples and shrines throughout the country, religious activities are widespread, including household worship. The future demand for incense and candles will be influenced by population growth, the persistence of religious beliefs, and the increasing construction of temples. (Economic News, 2000)

Moreover, current consumer behavior is increasingly driven by environmental factors. Many businesses have adopted Net Zero strategies as a primary goal, which encourages consumers to contribute to sustainable development alongside businesses and governments by choosing products that reduce emissions. Lower-than-targeted emissions reductions are counted as carbon credits, which are used to offset the emissions of large businesses to help them move closer to Net Zero goals. (Gigolo, 2023) As consumers become more environmentally conscious, they are opting for products made from natural, eco-friendly materials. In the future, businesses using sustainable materials with minimal environmental impact will attract more attention and popularity.

Environmental Responsibility

Packaging Development under 4R Principles

In light of the Net Zero policy and growing consumer environmental awareness, Varich sees an opportunity to develop packaging under the 4R (Recycle, Reject, Reduce, Reuse) concept:

1.Recycle

The packaging is made from recycled kraft paper, which can re-enter the recycling process after use.

2.Reject

The use of kraft paper not only supports recycling but also avoids materials that contribute to pollution, as kraft paper naturally decomposes within weeks.

3.Reduce

By using kraft paper instead of plastic, the packaging reduces future waste generation.

4.Reuse

The hexagonal prism design extends the packaging's life by allowing it to be reused for multiple purposes, such as storing small items like stationery or kitchenware.

Brand Goals

Incense smoke and candle burning contribute to environmental pollution, especially in terms of air quality and greenhouse gas emissions. Varich's packaging design, following the 4R process (Recycle, Reject, Reduce, Reuse), aims to mitigate these impacts. Using biodegradable, eco-friendly materials, the packaging aligns with the movement towards Net Zero and the Carbon Market, which help balance nature in the long term.

Target Audience

Buddhist Worshippers

People who follow Buddhism and frequently visit temples to make merit, especially on religious holidays, and those who maintain home altars for worshipping sacred objects.

Marketing through Packaging Development

"Just by choosing Varich incense and candles, you are helping save the planet."

1.Advertising on Banners

Objectives

   - Create brand awareness among the target audience.

    - Increase product sales.

    Details

    - Place banners near religious tourist spots.

    - Display banners on tuk-tuks and three-wheeled vehicles to increase visibility.

   Varich will collect the large banners after use and repurpose them into shoulder bags as free gifts for customers, available in limited quantities. This initiative reduces waste from banner advertising by turning them into long-lasting, functional bags.

2.Product Instructions on Packaging

Objectives

   - Ensure customers understand the various functions of the packaging easily.

   - Highlight the uniqueness of the packaging.

Details

- Use print technology to create designs and instructions on the packaging that reflect the brand’s identity.

3.Collaboration with Environmental Organizations

Objectives

    - Build credibility and brand image for Varich.

   - Form business partnerships.

Details

Collaborate with green organizations that support sustainability. Warich will participate in environmental campaigns and financially support projects aimed at promoting sustainability.

Key Performance Indicators (KPIs)

1. Achieve sales of no less than 100,000 boxes in the first quarter.

2. Track the sales of products that include the free shoulder bag.