LuxorLinensBag

1. Business Environment Analysis

In today's context, the growing awareness of environmental conservation has led consumers to increasingly favor products made from natural and recycled materials. Examples include mattresses and pillows made from sustainable latex, as well as bed linens and pillowcases crafted from organic cotton, which are free from chemicals and do not contribute to pollution during harvesting and manufacturing processes. Moreover, product designs that incorporate biodegradable materials to reduce waste and mitigate long-term pollution accumulation have gained traction. Beyond the use of natural and sustainable materials, businesses that prioritize eco-friendly production practices, such as reducing energy consumption in manufacturing, using reusable or biodegradable packaging, and sourcing raw materials from environmentally responsible sources, are likely to garner more attention and favor from consumers in the future.

Consumer demand, which focuses on quality of life, health, and environmental responsibility, is a significant factor prompting businesses in the bedding industry to adapt and develop products that align with these trends. Transitioning to materials that are safe for both human health and the planet, coupled with designs emphasizing sustainable usage, will enable businesses in this industry to continue to grow and prosper in the future.

2. Target Customer Identification and Insight Details

1. Target Group Individuals living in dormitories and condominiums.
2. Target Group Insights 

                 Through observation of bedding buyers' behavior, it has been noted that most individuals who purchase bedding sets tend not to reuse the packaging after removing the blanket or bed sheet. Over time, the packaging deteriorates and becomes unusable, leading to its eventual disposal.

Pain Point

1. The packaging deteriorates over time and cannot be reused.  

2. Customers desire a blanket bag that can serve other purposes.  

3. Zippers are prone to breaking easily.  

4. The handles are not durable enough.  

5. Customers do not like transparent packaging. 

3. Brand Development Goals

Currently, bedding set packaging is often discarded by consumers after use or stored until it deteriorates over time. Many brands do not prioritize the design or choice of durable materials, assuming that the packaging will eventually be thrown away. As a result, they opt for cheaper materials to reduce production costs, limiting the potential for consumers to reuse the packaging in a meaningful way.

The project recognizes the opportunity to develop packaging that is not only more durable but also reusable and versatile. We have designed a sturdy blanket bag made from polyester fibers produced from recycled plastic bottles. This eco-friendly material is also highly durable, supporting long-term use. The blanket bag can serve multiple purposes beyond storing blankets or bedding. For example, it can be used as a laundry bag, making it ideal for those living in dormitories or needing to take laundry to external laundromats. Additionally, the bag can be used for closet storage, helping to organize and save space efficiently.

By focusing on durability and multifunctional design, consumers can utilize the packaging to its full potential, maximizing its value. This helps reduce unnecessary waste while promoting the use of recycled materials in production, aligning with sustainable practices.

4.Packaging Design

The newly designed blanket bag is both luxurious and modern, addressing specific pain points identified during prior usage. It was observed that zippers tend to break easily and lack durability; therefore, a drawstring mechanism has been adopted as a replacement. Additionally, six locking points have been incorporated to allow for the convenient conversion between a carrying strap and a shoulder strap. The bag dimensions are 30 cm in width and 65 cm in length, and its design pattern matches that of the blanket, facilitating clear identification of the blanket's pattern.

Packaging Design under the 3R Process

1.Reduce

  Reduce the use of new resources by incorporating plastic bottle waste into the packaging design process, which also helps decrease resource wastage.

2.Recycle

The materials used for the packaging include polyester fibers and locking mechanisms, all derived from recycled plastic bottles.

3.Reuse

The blanket bag can be reused and repurposed for various needs of the customers, reducing waste generation and increasing the potential for reuse.

5. Marketing Activities and Brand Development through Packaging

1. New Product Design

Objective 

1. Reduce waste from single-use packaging.  
2. Enhance reusability, ensuring the blanket bag can be reused multiple times with a longer lifespan.  
3. Maximize the use of recycled materials for optimal benefit.  
4. Boost sales by offering packaging that customers find valuable and reusable.  

Detail

Due to the issue of disposable blanket bags, we have developed this new packaging to reduce waste and add value to the product. Our packaging uses recycled polyester plastic from water bottles and has been designed for versatile use.

2. Bag to the Future

Objective 

1. Increase brand awareness.  

Detail 

The packaging will include a QR code that, when scanned, leads to a website where customers can view a video explaining the recycling process. It takes viewers back through time to show the various steps that transform a regular plastic bottle into this blanket bag, while also providing educational content on recycling and the importance of reducing plastic waste for the future.

3. Eco Point  

Objective  

1. Encourage repeat purchases.  

Detail  

1. Customers will earn 50 points for every purchase from the brand, such as blankets or bedding sets.  
2. Reuse Packaging Customers who post images of reusing their blanket bags for various activities on social media—such as using the bag for laundry or as a travel bag—will earn 20 points per post (limit one post per day). The post must include the hashtags #LuxorLinens and #BagToTheFuture and tag the LuxorLinens Facebook page.  
3. Extra Points Every month, campaigns will be held where customers can earn double points, such as during the "Green Day" promotion, where buying products or posting images will earn double points.  
4. Once customers accumulate 500 points, they can redeem them for rewards or discounts from LuxorLinens.  
5. Customers can track their LuxorLinens Eco Points and view details through the LuxorLinens webpage, which can be accessed via the QR code on the blanket bag.

4. Warm Up with Luxor

Objective 

1. Boost sales and attract new customers.  

Detail

During December-January, a sales promotion will offer customers triple LuxorLinens Eco Points. Additionally, when purchasing two sets of bedding from the brand, the third set will come with a 10% discount. 

6. Performance Measurement (KPI)

1.Sales volume and repeat purchases.

2.Bag to the Future 

1.  Achieve 10,000 QR code scans leading to the LuxorLinens website.

3.Eco Point  

1. Reach 7,000 Facebook posts with the hashtags #LuxorLinens and #BagToTheFuture and tagged with the LuxorLinens Facebook page.
2. Engage 5,000 participants in the campaign.
3. Increase sales and campaign participation on “Green Day” by 40% compared to regular days.
4. Reach 500 reward redemptions.

4.Warm Up with Luxor 

1. Achieve a 20% increase in sales during the promotion.