SCGP

Wash

Idea Tank
Team : ม่อฮ่อม

Member

Ms Pathitta Yenwatthana

Mr Thanakon Romkhoksung

Mr Apisit Kongnoi

Market Situation

The global sustainable plastic packaging market is expected to grow at a CAGR of 5.6% from 2020 to 2029. By 2029, it is anticipated to reach $137.17 billion, driven by rising consumer awareness of environmental issues and demand for eco-friendly packaging. Companies are increasingly focusing on reducing single-use plastics and using recyclable materials, in line with government regulations that promote sustainability.

Technology and Innovation

The WASH product uses a unique ball valve technology in the packaging, which accurately measures the detergent. Inspired by the Sure Shot alcohol dispenser, the system ensures the exact amount of 50ml detergent per wash by controlling the flow, preventing wastage.

Target Market

The product targets several demographic segments

Primary Target: Gen Z individuals who use laundromats have revealed concerns about the precise measurement of detergent.

Secondary Target: Gen X and Gen Y consumers who wash clothes at home are environmentally conscious and have a preference for convenience

The primary consumer insight is that many users are unsure about the correct amount of detergent to use, which leads to environmental harm from chemical residues. The technology aims to solve this pain point by providing precise measurements.

Packaging Design

The packaging is made from HDPE plastic, durable, chemical-resistant, and fully recyclable. The innovative design includes a refillable system to reduce plastic waste. Laser engraving is used instead of labels to minimize plastic usage further. The packaging supports the company’s Reduce, Reuse, Recycle strategy, aimed at reducing environmental impact.

Environmental Impact

The product is designed to minimize environmental harm by ensuring proper detergent usage, which reduces water consumption and chemical runoff. Additionally, it encourages consumers to use refillable bottles to cut down on single-use plastic waste.

Marketing Campaign

The marketing campaign includes two key components:

1. “Reduce Waste, Reduce Pollution” This encourages customers to bring back used detergent pouches for recycling in exchange for discounts. The campaign seeks to change consumer behavior towards using refillable bottles.

2. "Reduce for a Friendlier Environment" A social media campaign led by influencers, particularly university students, educates consumers on the benefits of reducing chemical use in detergents to protect the environment. This campaign uses platforms like TikTok, Facebook, and Instagram to reach a broad audience.

Brand Development Goals

1. Create a clear brand identity focused on sustainability.

2. Increase awareness of eco-friendly packaging.

3. Design reusable packaging.

4. Minimize plastic use.

5. Ensure the packaging is recyclable.

The product aims to be recognized as an environmentally friendly detergent that not only cleans effectively but also contributes positively to environmental sustainability.

This description encapsulates the core elements of the WASH product development, targeting, and marketing strategy with a strong emphasis on sustainability and technological innovation.

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