1. Business Environment Analysis

In Thailand, several external factors influence the growth of the coconut sugar market. The country benefits from government support in the agricultural sector, emphasizing sustainable farming practices, which aligns with the increasing global consumer demand for natural products. Economically, Thailand is one of the largest producers of coconuts, enabling it to meet both domestic and international market demands. Domestic consumption accounts for 35% of total coconut production, while 65% is utilized in the processing industry. Despite fluctuations in domestic production, the industrial sector maintains steady and increasing demand, leading to a doubling of coconut and fresh coconut milk prices since late 2019, indicating high demand for processed coconut products. Socially, there is a growing trend among consumers towards health-oriented and organic products, driven by increased awareness of the relationship between diet, health, and the environment. This has led to a resurgence in organic farming practices that minimize chemical use and promote ecological sustainability, making coconut sugar appealing due to its natural production process and lack of additives. Furthermore, trends promoting healthy living are amplified by social media influencers and bloggers. Technologically, advancements in production processes and packaging quality have improved the shelf life and durability of products. However, the coconut sugar industry faces challenges from climate change and unpredictable weather, such as droughts and storms, which can impact coconut yields. The industry is highly competitive, with operators needing to adapt to market changes and differentiate their products to enhance their competitive edge. With numerous alternative sweeteners available, consumers are sensitive to price, creating significant threats from substitute products. Nonetheless, the rising health-conscious consumption trend presents opportunities for coconut sugar to distinguish itself among competitors, particularly due to its organic and sustainable production methods.

2. Setting Brand Development Goals

1. COCO PEEP is a new brand in the market (New Market Entrance) that aims to focus on building brand awareness and purchase consideration during the initial product launch phase. The goal is to attract new customers (Recruit New Users) and convert customers from competitors (Switch Competitor Users).

1. Create Brand Awareness As a new brand, the first objective is to make consumers aware of our brand and coconut sugar products. We will focus on communication through both online and offline channels, such as social media, trade shows, and partnerships with local communities. Additionally, we will utilize influencers/KOLs or food experts to promote the brand and enhance credibility. A distinct and eye-catching packaging design will also help attract traffic from target customers.

1. Establish a Natural and Sustainable Brand Image The coconut sugar brand will be developed to align with current consumer interests in health and the environment. We will position the brand in the market as a 100% natural product, free from chemicals, produced through sustainable processes, and supporting local farmers. This will help differentiate us from competitors in the market.

1. Create Purchase Consideration Being a new brand, we aim to increase traffic for product browsing and encourage our target audience to consider coconut sugar as a better alternative for sugar consumption. We will emphasize health benefits, sustainability, and versatility to enhance trial purchase rates and foster lasting interest.

3. Defining Target Market and Customer Insight

Restaurant owner

1. Age: 30-50 years

1. Occupation: Owners of food businesses, such as Papaya salad restaurant, food-on-demand shops, or traditional restaurants

1. Consumption Behavior:

- Use jar sugar as a key ingredient in cooking, such as in som tum, salads, curries, and chili pastes, to achieve a balanced sweetness.

- Prefer jar sugar that dissolves easily, is stable, does not clump easily, and maintains a consistent flavor for uniform food quality.

1. Buying Behavior:

- Purchase jar sugar from fresh markets or supply stores that offer wholesale prices.

- Look for products that are reasonably priced and of good quality since large quantities of jar sugar are required.

- Value easy storage solutions that do not take up much space and have a long shelf life.

1. Pain Points:

- Issues with preserving jar sugar, which deteriorates quickly or clumps when stored in humid conditions.

- Need for consistently high-quality products to prevent changes in food flavor.

1. Insights:

- High-quality, stable jar sugar enhances the flavor of dishes and helps maintain customer loyalty.

- Having products that are easy to store and have a long shelf life would reduce the burden of repurchasing and storage.

Housewives

1. Age: 30-55 years

1. Occupation: Housewives or women who play a primary role in cooking for the family

1. Consumption Behavior:

- Use jar sugar in traditional dishes that require a sweet, fragrant flavor, such as curries, Thai desserts, or chili pastes.

- Prefer to cook at home for assurance of food quality and cleanliness.

- Choose ingredients that are healthy and minimally processed.

1. Buying Behavior:

- Typically purchase jar sugar from supermarkets or local grocery stores.

- Value packaging that is easy to store and convenient to use.

- Opt for products that are affordable and suitable for smaller quantities.

1. Pain Points:

- Issues with preserving jar sugar, which can easily become damp or harden over time.

- Need for products that are convenient and safe for household cooking.

1. Insights:

- Jar sugar products with good packaging that prolongs shelf life and is easy to use will be highly sought after.

- Housewives often look for products that offer a natural flavor and are safe for health.

4. Designing Eco-Friendly Packaging

We identified issues faced by vendors using traditional coconut sugar packaged in plastic bags that easily melt when exposed to heat and contribute to plastic waste. Therefore, we developed a new, eco-friendly packaging design for coconut sugar that is more convenient to use. This innovative small bucket design addresses usability challenges and environmental impacts. Our sturdy small jars are made from a composite material of cellulose and biodegradable plastic, which reduces the use of traditional plastic packaging. They are durable, easy to carry with convenient handles, and feature an ant-repellent layer at the base made from chrysanthemum extract, utilizing nanotechnology to incorporate natural pyrethroid extracts.

Additionally, the packaging preserves the quality of the sugar inside while maintaining the unique identity of traditional coconut sugar packaging in Thailand. This design meets the needs of vendors, our primary target customers, offering greater convenience than plastic bags that may tear or be less durable. Moreover, the packaging can be reused for storing food or other cooking ingredients without the need for washing, as the cellulose plastic lining can be easily peeled off and reused. The packaging is also recyclable because it is made from biodegradable plastic derived from cellulose, and the chrysanthemum extract is naturally degradable.

The base has a special design that helps prevent ants and insects. It is made from plastic using nanotechnology to incorporate pyrethroid extracts found in nature, specifically in the chrysanthemum family. This combination enhances the plastic’s ability to repel ants and insects.The packaging resembles a traditional coconut sugar bucket, which is a unique characteristic. This distinct feature has been used as the concept for the package, making it tight, sturdy, easy to use, and effective in preserving the sugar inside. The lid of the package is attached to the bucket, allowing for easy opening and closing without the need to remove it completely from the bucket.

5. Marketing Activities and Brand Development Through Packaging

Our unique packaging reflects the natural essence of our products and their origins. By using biodegradable and environmentally friendly materials, we showcase our commitment to sustainability. Our packaging tells a story of our brand and our ingredients, such as emphasizing the community-sourced coconut sugar and our meticulous production process to ensure the highest quality.

Our reusable packaging, like barrels that can be repurposed as kitchen containers or refilled with coconut sugar, promotes a circular economy and environmental sustainability. We leverage social e-commerce campaigns to enhance brand awareness and foster customer engagement.

Special Strategies:

• Limited Edition Packaging: We create exclusive packaging for special occasions like festivals and holidays to generate excitement and drive sales during limited periods.

• Customizable Packaging: Customers can personalize their packaging by adding custom messages or images, making our products ideal for gifting.

1. Awareness Campaign

• Influencer Marketing: We collaborate with influential figures in the target audience, such as nutritionists, health-conscious chefs, and organic lifestyle advocates, to review our products and share recipes using our coconut sugar.

• Social Media Campaigns: We create informative content highlighting the health benefits of coconut sugar, comparing it to refined sugar, and showcasing its natural properties. Consistent content is posted on major platforms like Facebook, Instagram, and TikTok.

• User-Generated Content Campaigns: We encourage consumers to share photos and videos of their favorite recipes using our coconut sugar on social media using a dedicated hashtag, such as #CoconutSugarChallenge. Participants with the most creative submissions are rewarded.

6. Measurement of Success

1. Followers Growth: Achieve over 100,000 followers across all online E-Commerce/Social E-Commerce platforms within 6 months.

1. Reach & Engagement: Attain over 1 million interactions (likes, shares, comments) within 6 months.

1. Click-through Rate (CTR): Generate over 100,000 clicks from links to the brand’s website or online store through influencer posts within 6 months.

1. Sales: Exceed 100,000 jars sold within 6 months.