SOMSAI

Brand Development Plan and Product Value

1. Environmental Analysis

SOMCMU products focus on sustainability and safety. The packaging used for oranges is made from compressed paper derived from orange pulp, a by-product of the orange industry, such as orange peels and pulp waste.

2. Brand Production Goals

The goal is to create environmentally friendly packaging that can store oranges and promote the production of efficient biodegradable products. The focus is on retail, small-scale sales, or as souvenirs that don’t require long storage.

3. Target Product Group and Consumer Insights

The target audience for this packaging is tourists visiting Chiang Mai who are looking for a fruit souvenir to take home. This product meets that need, as it is edible, beautifully designed, and premium, making it a desirable gift for others.

4. Packaging Design for Society and the Environment

The design of SOMCMU is inspired by “Tung Sai Moo,” a traditional Lanna paper-cutting art used in religious ceremonies and cultural events. It also incorporates graphics from the popular “Elephant Pants” design, which is favored by locals and tourists alike, representing a soft power of Thailand. The packaging shape allows for the product to breathe and for its ripeness and color to be visible. The paper is infused with orange pulp, giving it a natural fragrance. Importantly, it is biodegradable, reducing plastic waste and supporting environmental sustainability.

5. Marketing Activities and Brand Development Through Packaging

The focus is on storytelling about the use of environmentally friendly packaging, made from the product itself. Innovative features, such as the subtle orange scent and biodegradability, enhance the product’s uniqueness and help strengthen the brand.

6. Marketing and Brand Performance Measurement

This can be done by tracking sales and customer satisfaction through post-purchase surveys. Monitoring the recycling or reuse of the packaging also serves as a key indicator in evaluating the brand’s success.