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SCGP

Nature from tamarind pulp

Idea Tank
Team : solo

Member

Ms Yanisa Promseeda

Business Environment Analysis

Mae Sang Dee brand utilizes technology to enhance product quality and create new offerings that meet the needs of modern consumers, emphasizing natural ingredients, safety, and the avoidance of chemicals. The brand maintains its strength in tamarind, which is its signature product. Originally a community group of housewives in Phayao who processed tamarind cream, it has now evolved from OTOP products to SMEs.

Strengths:

  1. The products use herbal ingredients and unique tamarind, with quality production processes supported by research. They are safe, chemical-free, and offer new products at affordable prices.

Weaknesses:

  1. Products are easily imitated, and the brand cannot patent its products as they are based on traditional knowledge. Other products besides the tamarind scrub cream are not widely recognized, and the brand is still not well-known.

Opportunities:

  1. The brand plans to diversify herbal products and expand into international markets, making the products more widely recognized and appealing.

Threats:

  1. The soap products face intense competition in the market.

Customer Profile:

  1. Women aged 20-38, including students and working adults, who may have skin issues, sensitive skin, or scent-related concerns, both Thai and international.

Brand Development Goals: Mae Sang Dee envisions promoting job creation and income for the community while enhancing the value of herbal plants. The brand aims to present the local herbal wisdom from Phayao, focusing on natural, chemical-free fibers, and conveying the community's culture and heritage in its designs. The packaging will feature elements reflecting Thai identity, appealing to both local and international students and professionals.

Target Audience Insights:

  1. Target Group: Women aged 20-38 (students to working adults).
  2. This demographic typically has low to medium income and seeks herbal soap for skin care or has sensitivities to chemicals. Many frequently wear makeup and may face related skin issues, prompting a preference for gentle, chemical-free products like tamarind herbal soap.

Consumer Behavior (Thai Market):

  1. Preference for simplicity in daily life, interest in self-care, and trust in herbal products due to their chemical-free nature. Consumers believe these products enhance skin health and prefer easy-to-use packaging.

Buying Behavior (Thai Market):

  1. Attractive, modern, unique packaging that tells a story and is visually appealing. Eco-friendly packaging that contributes to sustainability is also preferred.

Consumer Behavior (International Market):

  1. International customers favor natural soaps with pleasant scents, often due to past issues with chemical accumulation in water supplies, leading them to seek natural alternatives.

Buying Behavior (International Market):

  1. Preference for natural, chemical-free herbal products that are modern, unique, and eco-friendly.

Growth Share Matrix Analysis: Using the growth share matrix, Mae Sang Dee's tamarind herbal soap is categorized as a "Question Mark," indicating it is in a developing stage with potential for growth.

Packaging Design for Social and Environmental Impact: The tamarind herbal soap packaging concept is inspired by natural fibers, highlighting the beneficial components of tamarind. The design features a silhouette of the tamarind pod, resembling the act of peeling tamarind to reveal the soap inside. The simple, clean color palette and perforations allow consumers to smell and see the soap immediately. The design incorporates traditional motifs from Phayao and shares the brand's story and vision of nature's ability to care for us, emphasizing beauty without chemicals.

The packaging is made of lightweight, eco-friendly materials, allowing for reuse and versatility in usage beyond the bathroom, such as in closets or for storing aromatic items.

Marketing Activities and Brand Development via Packaging: Currently, the brand sells products in Phayao and primarily online via a website, Instagram, Line, Facebook, and Shopee, with plans to expand into international markets like Australia, Canada, and Singapore. The brand aims to leverage TikTok for greater visibility, as it can reach wider audiences effectively.

The packaging will feature unique Thai motifs and modern designs, communicating the local wisdom and cultural heritage of Phayao while appealing to both Thai and international consumers.

Marketing Measurement and Branding: The packaging is designed to create a distinctive brand identity, making the product memorable while modernizing local goods. The focus on natural, chemical-free qualities and traditional designs aims to appeal to both Thai and international markets.

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Members Of SCGP

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1 SIAM CEMENT RD., BANGSUE, BANGKOK
10800, THAILAND
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