“Hong Thai”, a famous herbal inhaler in Thailand, is currently gaining more popularity due to the popularity of its products by celebrities and the COVID-19 pandemic, which has led society to pay more attention to Thai herbs, as well as its unique scent. During the COVID-19 crisis, Hong Thai had good sales throughout the year, turning the crisis into an opportunity. Although sales increased, it still suffered losses in the beginning. It only recently made a profit in the past few years due to the popularity of its products by celebrities, such as Lisa, a female singer from Blackpink, and Jao Fang Thiraphong Silachai, a silver medalist in weightlifting. This has made Hong Thai widely known both domestically and internationally and has also led to a wider distribution of sales channels, including sales in department stores, general stores, and online channels. Hong Thai uses natural local herbs in Thailand that are properly manufactured and stored to maintain their unique scent and quality. As a result, Hong Thai is listed on the list of current household medicines as announced by the Ministry of Public Health. However, Hong Thai still has some weaknesses, namely, packaging. This brand’s packaging makes herbs spill easily and the labels are easy to peel off, which does not meet the needs of some groups of people. The packaging is no different from other competitors, so we see an opportunity to make packaging that meets the needs of groups of people who want to buy Hong Thai as a souvenir through the design of the "Hom Thai" inhaler, which means sending the fragrant scent of Thai herbs to the world market. It still maintains the Thai identity of the brand, but creates a modern Thai modern style for easy access. The packaging is designed to preserve the identity of Hong Thai, which is green and yellow. The packaging will have a layer to prevent herbs from spilling. And changed from using labels to embossing Thai patterns on the packaging made from recycled plastic. The label will be in the packaging box. The label is made of paper to make it easy to decompose, resulting in cost reduction and reduced resource use. And still maintain the identity of producing products by hand to preserve quality and original charm through the process of packing herbs and packaging from weaving, which is suitable for giving as a gift to relatives or foreigners. The producer intends to upgrade the packaging to have a unique identity that is different from other brands. But still maintain an affordable price, easy to buy, suitable for buying as a gift, and brand awareness through packaging.

Analysis of Hong Thai

1. Business environment analysi

Pestel

Political: During the COVID-19 pandemic, Hong Thai sold well throughout the year. Almost unaffected by the pandemic crisis

Economic: Sanook Money has checked data from Creden Data of Keng Thiraphong Rabuetham from the database of the Department of Business Development, Ministry of Commerce, through Creden Data's complete company data analysis system. It was found that Keng Thiraphong Rabuetham is a director of 1 company and holds 1 share, with a total share value of -23,155,781 baht, with the following details: Thai Herbs Hong Thai Co., Ltd. was registered on November 12, 2012. The name of Mr. Thiraphong Rabuetham is a director of the company and holds 8,000 shares (80.00%) with a total share value of -23,155,781 baht. The company is engaged in the production and distribution of inhalers and balms. Currently, the registered capital is 1 million baht with the following past performance results: 2020, revenue of 17,821,361 baht, loss of 6,138,133 baht 2021, revenue of 24,849,263 baht, loss of 5,157,520 baht 2022, revenue 62,722,792 baht, profit 782,832 baht 2022, total assets 38,329,665 baht, total debt 67,274,391 baht.

Social: Thais and foreigners are starting to pay attention to this brand of portable herbal inhaler, probably because the female singer "Lisa" from BLACKPINK posted various pictures on social media and always had Hong Thai inhaler as an item that she carries with her, creating a Soft Power trend, causing fans to buy it following Lisa, which made Hong Thai inhaler sell very well, causing it to be out of stock, no matter how much is produced, it is never enough to meet the demand of buyers. Hollywood actor "Chris Hemsworth", as well as the famous British rapper "Central Cee" have used the product and shown it on social media. Paris Olympics 2024 with "Yad Dom Hong Thai" which has a picture of Thai weightlifters using the Hong Thai inhaler during the competition and were able to win a medal.

Technology: Distribution channels >> B2C (online channels) / B2B (sold to department stores and general stores) / Production technology >> Machinery for mixing ingredients and dust sifters

Environment: Natural herbs, storage environment for herbs, temperature, no humidity, no light, use of local herbs from using a dust sifter, the discarded part can be used as fertilizer.

Legal: Inhalers and balms are classified as common household medicines according to the announcement of the Ministry of Public Health (Announcement of the Ministry of Public Health on Common Household Medicines (No. 3) B.E. 2550).

SWOT

Strength: Smell (has a fresh, fragrant smell) / Contains herbs in the packaging

Weakness: Packaging (herbs are easy to spill, labels are easy to peel, not suitable for some groups of people, packaging is no different from competitors)

Opportunities: Prevent herbs from spilling easily, embossing on plastic packaging, Design in a modern Thai style by maintaining the identity, creating unique packaging.

Threats: Many competitors

Competition Analysis

- Bow Dang

Price: 35

Target: Middle-aged to elderly

Purchase: Drugstores, department stores, online, 7-11 and souvenir shops

Ingredients: Camphor/borneol/mint flakes/eucalyptus oil/bergamot peel/lemon peel/mango peel/Chinese orange peel and others

Packaging: No herbal spill-stopper

Packaging color: Green

- Wang Wan

Price: 39

Target: Middle-aged to elderly

Purchase: Drugstores, department stores, online, 7-11 and souvenir shops

Ingredients: Borneol/camphor/eucalyptus oil/menthol/other herbs

Packaging: With herbal spill stopper

Packaging color: Orange

2. Brand development goals

- Upgrading Hong Thai's packaging to have a unique identity that is different from other brands, but still maintaining a price that is easy to buy and suitable for souvenirs.

3. Target group determination

Target: Group of people who buy souvenirs

Insight: Elevate souvenirs to be unique and different from other brands.

4. Design of packaging for society and the environment of the brand and products presented

- Reduce unnecessary things such as labels on the packaging.

- When the scent inside the packaging is gone, the packaging can be refilled to add scent.

- Design packaging made from recycled plastic.

5. Marketing activities and brand development through packaging

- Promote products through social media that are currently popular.

- Promote products and packaging on various media channels such as TikTok to make customers more familiar with the product.

- Organize promotions and various campaigns - Organize promotions for purchases and multiple campaigns to stimulate more purchases.

6. Marketing and brand measurement

- Customer groups are aware of the brand through packaging - Awareness through purchases or browsing

- Increased profits from sales.

- Survey of customer opinions - Open to receive feedback on whether this packaging meets the needs.