Woven fabric is widely used across all regions as it is essential for clothing, one of the four basic needs, and is a product that people use for wrapping, covering, or tying. The "Takhos Lam Sap Ao" fabric from the Community Enterprise Center in Kam Phra is a group that creates jobs for people in the community. The products are made by community members, and giving fabric often symbolizes friendship and care.

1. Business Environment Analysis

The target buyers will be adults from the Isan region who purchase the fabric as gifts or for personal use. In terms of market competition, while Thailand has many products made from traditional woven fabrics, each brand has its own unique features, whether in terms of tailoring or fabric patterns. The "Takhos Lam Sap Ao" from the Community Enterprise Center in Kam Phra aims to highlight the aspect of well-wishing, as giving fabric among Isan people often carries connotations of goodwill. This aspect has been incorporated as a key selling point for the product.

2. Brand Development Goals

Kam Phra has a community vision of "promoting self-sufficient economies, organic agricultural towns, with cultural uniqueness, led by good governance." The Community Enterprise Center aims to promote livelihoods for community members by encouraging them to produce various products for sale to nearby communities or interested buyers within the country, highlighting the identity of local people.

3. Target Group Identification and Insights

Consumer Profile: Isan people who buy fabric for clothing, wrapping, or as gifts on various occasions.Profile: Aged 35-60, predominantly female, located in Amnat Charoen province or nearby provinces in Isan, with an interest in fashion and dressing.Expectations of the Target Group: Products that are beautiful, attractive packaging if purchased as gifts, with appealing colors and patterns, a desire to convey well wishes to recipients, and easy online ordering.

According to the Growth Share Matrix, which is a tool for analyzing business potential, "Takhos Lam Sap Ao" from Kam Phra falls into the "Question Marks" category, indicating that the business has growth potential and the ability to further improve products and operations.

The "Takhos Lam Sap Ao" fabric aims to be distributed to nearby communities and interested buyers. Sales channels will include events where interested individuals can see the actual products.

4. Social and Environmental Packaging Design

The packaging for "Takhos Lam Sap Ao" will primarily use paper, as the fabric does not require much concern about moisture or weight. Thus, the design will focus on using recyclable and biodegradable materials. The packaging will be designed to be flat for easy storage of multiple pieces. This reduces shipping trips, consequently lowering carbon emissions from transportation.

Additionally, the bottom of the packaging will include instructions for repurposing the box as a fabric folding box, allowing customers to reuse it after unpacking the product.

5. Marketing Activities and Brand Development through Packaging

"Takhos Lam Sap Ao" will be sold at events and through a distribution center in Amnat Charoen province. Previously, products were sold through Line Shopping, but this channel is no longer in operation.

In developing the packaging, there is a desire to promote the community's identity through the design. The front of the box will be inspired by traditional weaving tools made of wood, serving as a highlight in the box design used by the Kam Phra community. This design will incorporate well-wishing messages that signify friendship and goodwill.

6. Marketing and Brand Measurement

The focus of marketing and brand measurement will be on enhancing packaging to promote community identity and increase the perceived value of the products.