1. Business Environment Analysis

Market Situation

Environmental issues have increasingly led the public to embrace eco-friendly practices. The government has been actively promoting policies and regulations to enhance environmental sustainability. Businesses have also shifted towards environmentally conscious strategies to comply with these regulations and aim for long-term sustainability.

Generation Z and Millennials—those born between 1980 and 2012—grew up during a period of escalating environmental concerns. With access to global information, these generations are more socially conscious, influenced by the knowledge that their children and loved ones will still be alive when nations reach critical environmental milestones. A survey revealed that 81% of Thai Millennials believe businesses have a responsibility towards the environment, and 73% of Gen Z are willing to pay more for sustainable products. These generations form the largest segment of the global workforce and wield significant purchasing power (Thansettakij, 2024).

It is expected that the Thai kitchenware and tableware market will reach USD 2.09 billion by 2026, with a compound annual growth rate (CAGR) of 8.2%. The growth of online sales channels has driven the demand for kitchenware and tableware, with rising income levels and evolving lifestyles further fueling consumption (6Wresearch, 2023).

PESTEL Analysis

1. Political:Government Policies: The Thai government supports the ceramic and tableware industry, particularly local businesses, through incentives like tax reductions and financial aid.International Trade Agreements: Membership in free trade agreements (FTAs), such as ASEAN, facilitates export to neighboring countries, reducing import and export tariffs.
2. Government Policies: The Thai government supports the ceramic and tableware industry, particularly local businesses, through incentives like tax reductions and financial aid.
3. International Trade Agreements: Membership in free trade agreements (FTAs), such as ASEAN, facilitates export to neighboring countries, reducing import and export tariffs.
4. Economic:Household Income Growth: As household incomes increase, consumers tend to spend more on home essentials like tableware.Rising Costs: Higher prices of raw materials, fuel, and labor have increased production costs for the ceramic industry.
5. Household Income Growth: As household incomes increase, consumers tend to spend more on home essentials like tableware.
6. Rising Costs: Higher prices of raw materials, fuel, and labor have increased production costs for the ceramic industry.
7. Social:Home Consumption Trends: The COVID-19 pandemic has resulted in more people staying home, cooking, and hosting small gatherings, driving the demand for tableware.Design Preferences: Consumers now prioritize aesthetics and design, viewing tableware as part of creating an enjoyable dining experience. Modern, versatile designs appeal to younger demographics.
8. Home Consumption Trends: The COVID-19 pandemic has resulted in more people staying home, cooking, and hosting small gatherings, driving the demand for tableware.
9. Design Preferences: Consumers now prioritize aesthetics and design, viewing tableware as part of creating an enjoyable dining experience. Modern, versatile designs appeal to younger demographics.
10. Technological:Production Technology: Automation and robotics in manufacturing, including shaping and coating, have reduced production costs and improved quality.Material Innovation: Research into new materials, such as biodegradable and environmentally friendly substances, has resulted in more durable, heat-resistant products.
11. Production Technology: Automation and robotics in manufacturing, including shaping and coating, have reduced production costs and improved quality.
12. Material Innovation: Research into new materials, such as biodegradable and environmentally friendly substances, has resulted in more durable, heat-resistant products.
13. Environmental:Eco-Friendly Materials: There is increasing consumer and business interest in recyclable and eco-friendly materials, such as paper or ceramics free from harmful chemicals.Waste Management: Reducing production waste, energy, and water consumption has become essential for factories to minimize environmental impact and improve consumer trust.
14. Eco-Friendly Materials: There is increasing consumer and business interest in recyclable and eco-friendly materials, such as paper or ceramics free from harmful chemicals.
15. Waste Management: Reducing production waste, energy, and water consumption has become essential for factories to minimize environmental impact and improve consumer trust.
16. Legal:Industry Standards Act (1968): Businesses must meet specified standards (TIS) to gain consumer trust.Environmental Regulations: Tableware production must comply with environmental laws, including reducing greenhouse gas emissions and managing production waste.
17. Industry Standards Act (1968): Businesses must meet specified standards (TIS) to gain consumer trust.
18. Environmental Regulations: Tableware production must comply with environmental laws, including reducing greenhouse gas emissions and managing production waste.

2. Brand Development Objectives

1. Establish the brand as a "Home and Lifestyle" entity, with products that serve both functional and decorative purposes for homes, kitchens, and dining tables.
2. Create packaging that is user-friendly, encouraging consumers to use it regularly.
3. Build credibility and strong customer relationships to foster long-term loyalty.
4. Ensure sustainability in the products, benefiting society and the environment.

Background: Many households have ceramic sets that are rarely used and stored away, sometimes forgotten. This common issue inspired the development of functional packaging that enhances product utility, resulting in a packaging solution for ceramic cups that doubles as storage.

3. Target Audience Definition

Customer Analysis

STP

1. Segmentation:Demographic: Gen X, Gen Y, Gen Z; both male and female; single or family-oriented.Behavioral: Purchases influenced by trends, value during promotions, or future preparedness. Some are hesitant to change from familiar tableware and feel guilty about underutilized purchases.Psychographic: Consumers may buy tableware as a future gift or for special occasions, or simply for home decoration due to its design.
2. Demographic: Gen X, Gen Y, Gen Z; both male and female; single or family-oriented.
3. Behavioral: Purchases influenced by trends, value during promotions, or future preparedness. Some are hesitant to change from familiar tableware and feel guilty about underutilized purchases.
4. Psychographic: Consumers may buy tableware as a future gift or for special occasions, or simply for home decoration due to its design.
5. Targeting:Primary Target: Mothers from Gen X and Y with large families, who prioritize value and practicality for special occasions.Secondary Target: Gen Z women living independently, who enjoy updating their kitchenware to match their lifestyle and aesthetics.
6. Primary Target: Mothers from Gen X and Y with large families, who prioritize value and practicality for special occasions.
7. Secondary Target: Gen Z women living independently, who enjoy updating their kitchenware to match their lifestyle and aesthetics.

Positioning:

1. Home and Lifestyle: "Phan Thong" aims to be more than just a ceramic brand, offering distinctive packaging that serves both functional and decorative purposes.
2. Eco-Friendly: The packaging is user-friendly, durable, and practical, aligned with eco-friendly principles.

4. Social and Environmental Packaging Design

1. Brand Name: Phan Thong
2. Product: Set of 4 ceramic cups
3. Slogan: "Beautiful, No Need to Store"
4. Colors: Deep blue and orange
5. Unique Packaging Features: Reusable waterproof storage that also functions as a display.
6. Consumer Benefits: Packaging doubles as a functional storage solution, ideal for both dining and kitchen décor, eliminating the need for additional storage purchases.

5. Marketing Activities and Brand Development

4Ps:

1. Product: A set of 4 ceramic cups in eco-friendly, sustainable packaging, adhering to the 3Rs (Reduce, Reuse, Recycle).
2. Price: 459 THB per set.
3. Place: Online (TIKTOK, Shopee, Lazada) and offline (IKEA, HomePro, Boonthavorn).
4. Promotion:Advertising: Leverage affiliate marketing and Facebook ads to target specific audiences.Direct Marketing: Send personalized emails with product offers and promotions.Sales Promotion: Offer 20% discounts for birthdays.Public Relations: Highlight the eco-friendly aspects of the brand.
5. Advertising: Leverage affiliate marketing and Facebook ads to target specific audiences.
6. Direct Marketing: Send personalized emails with product offers and promotions.
7. Sales Promotion: Offer 20% discounts for birthdays.
8. Public Relations: Highlight the eco-friendly aspects of the brand.

Big Idea: "Beautiful, No Need to Store"

Phan Thong seeks to add value to every customer by promoting sustainable, practical, and aesthetically pleasing ceramic sets.

6. Marketing and Brand Measurement

1. KPIs:"Beautiful, the World Must Know": Aim for 10,000 email registrations, 300,000 engagements on social platforms, and 20% conversion of email registrants within two months."Beautiful, Matches the Look": Achieve 7,500 mock-up uses and 3,000 purchases within three months."Beautiful, Yet Missing": Secure 5,000 participants, 100,000 engagements, and 20% repeat purchases within one month.
2. "Beautiful, the World Must Know": Aim for 10,000 email registrations, 300,000 engagements on social platforms, and 20% conversion of email registrants within two months.
3. "Beautiful, Matches the Look": Achieve 7,500 mock-up uses and 3,000 purchases within three months.
4. "Beautiful, Yet Missing": Secure 5,000 participants, 100,000 engagements, and 20% repeat purchases within one month.