GREEN DENT

Market Analysis :

The Thai oral care market is valued at approximately 20 billion baht, with the toothbrush segment accounting for 3-4 billion baht. This market has shown continuous growth post-COVID-19. Globally, there's been a rising trend of consumers, especially Gen Z, prioritizing eco-friendly products and sustainable packaging.

Brand objectives :

1. To minimize the use of plastic and reduce the amount of packaging waste from toothbrush products.

1. To create a brand image that aligns with environmentally friendly businesses.
2. To become a leader in the development of packaging that can be decomposed naturally by focusing on the use of natural raw materials that are not toxic to the ecosystem and pushing the market to grow in a direction that promotes environmental protection.

Target Group

Primary target audience:

Young adults 18-34 who love convenience and support eco-friendly brands.

Secondary target audience: 

Adults 35+ who appreciate a tidy routine and cleanliness, and support eco-friendly brands.

Insight 

From in-depth interviews about toothbrush storage habits 

 it was found that people are uncertain about the cleanliness of their toothbrushes. Some are too lazy to find a toothbrush holder, so they simply put their toothbrush in a glass. Others are too lazy to find a place to store it, so they leave it on the sink. Additionally, they often don't close the toilet lid when flushing and haven't considered the possibility of toilet water splashing onto their toothbrush.

Product

Our high-quality, soft-bristled toothbrush comes with an innovative, eco-friendly packaging that transforms into a wall-mountable toothbrush holder. The packaging is made from 100% biodegradable bioplastic derived from plants like corn and cassava, ensuring it leaves no microplastic residue. The sturdy cardboard backing is made from durable kraft paper, making it completely compostable. This design promotes convenience, hygiene, and sustainability.

The packaging of GREEN DENT toothbrushes follows the principles of sustainability:

- Reduce : Minimizing plastic waste from packaging, helping to reduce global waste.

- Reuse : Parts of the packaging can be repurposed as a toothbrush holder.

- Recycle : Made from bioplastics derived from plants, the packaging is compostable, breaking down into natural minerals and nutrients.

Plan marketing 

Online Marketing 

1.Create an educational video on TikTok: Produce a short video featuring a toothbrush hygiene expert to share valuable tips and information on maintaining clean toothbrushes.

2.Launch a QR code campaign: Implement a QR code on each product package that allows customers to collect virtual points by scanning it. These points can be redeemed for various rewards.

Offline Marketing 

1.Department Store Booth Activity: A demonstration will be conducted to showcase the growth of germs and bacteria on toothbrushes in bathrooms, both with and without covers. The demonstration will visually represent how water droplets from toilet flushing can disperse and potentially land on toothbrushes.

KPI :

1. Make a clip by a toothbrush cleaning expert to provide information through online channels such as tiktok.

Brand objective: Increase brand awareness

KPIs:

Views: 50,000 views within 1 week

Likes: 10,000 likes within 1 week

Shares: 1,000 shares within 1 week

2. Make the first batch of product campaign by making a QR code on the back of the packaging for customers to scan and collect the number of leaves through Appication to redeem the prize.

Brand objective: Boost sales

KPIs:

Total scans: 1,000 scans within the first 3 weeks of launch

Sales: Sell over 1,000 units of the first batch within 2 weeks

3. Department Store Booth Activity: A demonstration will be conducted to showcase the growth of germs and bacteria on toothbrushes in bathrooms, both with and without covers. The demonstration will visually represent how water droplets from toilet flushing can disperse and potentially land on toothbrushes.

Brand objective: Boost sales and raise awareness of toothbrush hygiene

KPIs:

Sales: Achieve over 500 units sold in one day

Behavioral change: Increase customer awareness of toothbrush hygiene after participating in the activity.