GreenWave

Team : GreenWave

Member

Mr ภาณุพงษ์ พรหมพิบูลย์

Ms Papawarin Sripa

Mr Adisorn Saelee

Environmental Analyze

Strengths:

- Unique selling point by maximizing the use of packaging. The distinctive box design differentiates it from competitors, adding value to the product.

- Promotes environmental awareness and responsibility, enhancing the brand's positive image in society and its business practices.

- Creates an engaging and memorable experience with the "Old Thing for the New Ones" campaign, where consumers can design their own patterns on the product packaging.

- The packaging is designed to be reusable and recyclable, helping consumers save costs and reduce resource consumption for the brand.

- Consumers can use the QR code on the wireless earphone packaging to learn about care and usage.

- Consumers receive great value as they get both the wireless earphones and the case.

Weaknesses:

- The materials used may lack durability and have limitations in portability compared to current products from other companies.

- The lifespan of the foldable packaging, which turns into a case, depends on consumer usage.

- The process of assembling the case is somewhat complex.

- There is no adequate solution for managing electronic waste.

- The disposal and recycling processes are still complex and costly.

Opportunities:

- Growing demand in the wireless earphone market.

- The growth of wireless earphones is tied to the smartphone market.

- The rise of environmental consciousness is driving the trend of eco-friendly products.

- Innovative designs open up opportunities for collaboration with reputable organizations.

- Constant technological advancements lead to continuous product development.

Threats:

- High market competition, with many established distributors offering popular products.

- The concept of foldable packaging that doubles as an earphone case could be adopted by other organizations, potentially reducing market share.

- The innovative packaging concept may not appeal to customers who are not concerned with environmental issues.

- Similar technological functionality as other brands, making it easier for competitors to replicate.

- Being categorized as a luxury item, consumers may not purchase it frequently or may only buy it when necessary.

2. Brand Development Goals

2.1 Positioning the Company as an Environmental Conservation Advocate

The company aims to enhance its image as a supporter of environmental conservation, aligned with its mission to combat climate change and achieve the "Net Zero" goal. This will be a key selling point to attract environmentally conscious customers. Campaigns promoting products and packaging that focus on "Reduce, Reuse, Recycle" will not only encourage customer participation but also clearly demonstrate the brand's commitment to sustainability. This approach will differentiate the brand from competitors, making it stand out as a leader in eco-friendly practices.

2.2 Building Brand Credibility through Environmental Partnerships

Collaborating with environmental organizations will boost the brand’s credibility and expand valuable relationships with partners, creating a positive social impact. These partnerships can strengthen the brand's image and reinforce its commitment to sustainability.

2.3 Increasing Brand Awareness

Raising brand awareness is a crucial goal that can be achieved through unique campaigns and targeted communication. Engaging with the target audience, especially through online platforms, will enhance the brand’s visibility and ensure it reaches a broader audience.

3 Target Audience

Target Audience:

1. General individuals who want to use wireless earphones.

2. General individuals aged 15 and above.

Secondary Target Audience:

1. Individuals who support environmentally friendly products.

2. Individuals with a creative mindset or a passion for design.

4. Packaging Design Concept

The packaging for electronic devices is made from 3-layer corrugated cardboard (E-flute), which is fully recyclable and environmentally friendly. It naturally decomposes without causing pollution and avoids incineration or landfill methods that release harmful gases into the atmosphere.

In addition to protecting the product, the packaging can be repurposed as a case for wireless

earphones. This multifunctional design allows consumers to fold the box into an earphone case, promoting reuse, reducing waste, and maximizing material efficiency.

Furthermore, the packaging offers a personalized experience, allowing customers to creatively design or decorate their earphone case, making it unique and adding value to the product by involving users in the design process.

5 Marketing Activities and Brand Development through Packaging: Waste Reduction Campaign

This campaign is designed to promote sustainability and environmental responsibility through the recycling of wireless earphone packaging that can be folded into a case. There are two key marketing activities in this campaign:

1. Campaign: Old Thing for the New Ones

The "Old Thing for the New Ones" campaign promotes the recycling of wireless earphone packaging. Customers can return used packaging at designated collection points in major shopping malls across big cities. The returned packaging will be recycled into new products, reducing waste and creating a sustainable usage cycle.

The goal of this campaign is to enhance the brand's image as environmentally conscious, while also giving customers a sense of contribution toward waste reduction and environmental protection. Additionally, the brand aims to provide a positive shopping experience by offering discounts and exclusive benefits to customers who participate in the recycling program. A portion of the profits from sales will be used for charity and social initiatives, making customers feel that their purchases contribute to both environmental and social causes.

2. Campaign: Buy 1 Get 2

This campaign focuses on value and creative design, as the wireless earphone packaging is designed to be easily folded into a case. Customers receive both the earphones and the case for a single price, offering more value without the need to purchase an additional case.

This campaign also enhances customer engagement through a QR code on the packaging. Scanning the code takes customers to a website showcasing popular designs from other customers, where they can vote, comment, and follow new design trends. This creates a sense of community and participation in an online environment.

The goal of this campaign is to communicate the brand’s creativity in designing functional packaging that adds value. Folding the packaging into an earphone case not only reduces resource use but also increases convenience and usability for customers. Additionally, the QR code provides access to assembly instructions, recycling drop-off locations, and updates on new designs or promotions, further strengthening the bond between customers and the brand, and making them feel part of a community.

Building an Online Community

This campaign focuses on encouraging customer participation in assembling the packaging into an earphone case. Customers are invited to take photos or videos of themselves assembling and using the packaging, then share them on social media with a designated hashtag. In addition to assembling the case, the brand adds uniqueness to the campaign by allowing customers to design custom patterns on the case, making each one unique.

This personalized design process not only adds fun but also gives customers a sense of involvement in the creative process. The ability to design their own earphone case makes customers feel that their product is unique and special, leading to an emotional connection between them and the brand.

Moreover, sharing photos and videos of the assembly and design process on social media helps spread the brand's message, increasing brand awareness through authentic user experiences. This creates opportunities for the brand to be recognized and connected with new customers.

6. Performance Tracking Methods for Each Campaign

Here’s a summary of the tools and methods used to track the performance of each campaign:

1) Measuring the "Buy 1, Get 2" Campaign with UTM Parameters

- UTM Parameters are added to the URL to track traffic from QR codes on the earphone cases.

Advantages:

1.1 Clear tracking of campaign performance.

1.2 Ability to measure the effectiveness of QR codes by tracking where customers scan from.

1.3 The data collected helps refine and improve marketing strategies for better efficiency.

2) Measuring Online Community Engagement

- Use social media marketing metrics to assess user interaction with product content on different platforms. Key metrics include:

- Number of likes

- Number of shares