ZenMen

Brand and Packaging Development Plan

1) Business Environment Analysis

1. The instant noodle market is highly competitive.
2. Consumers increasingly prioritize convenience and nutritional value.
3. The trend towards eco-friendliness and sustainability is growing.
4. The COVID-19 pandemic has led to an increase in home dining.
5. There is growth in the market for environmentally friendly products.
6. Addressing issues of food-contaminated packaging materials that are not recyclable.

2) Brand Development Goals

1. To be a leader in the environmentally friendly instant noodle market.
2. To develop sustainable packaging innovations and reduce waste.
3. To create a community of environmentally conscious consumers.

3) Target Customer Identification and Insights

1. Target Group:Young adults aged 18-35 who care about health and the environment.
2. Young adults aged 18-35 who care about health and the environment.
3. Insight: They seek convenience but do not want to feel guilty about environmental impacts.
4. They prefer brands that are socially and environmentally responsible.
5. They want to contribute to environmental solutions through everyday consumption.

4) Designing Eco-Friendly Packaging

1. Use food-grade non-recyclable paper packaging for the outer cup.
2. The lid is made from compostable biodegradable materials.
3. The seasoning sachets are made from biodegradable film.
4. Printed with plant-based inks.
5. Designed to be collapsible to save space in trash bins.
6. Includes proper disposal information on the packaging.
7. The design of the instant noodle cup addresses waste space issues by allowing the cup to expand or contract. Before eating, the upper part of the cup is folded to save storage space, and when ready to eat, the lid is opened and the top is unfolded. After consumption, the entire cup can be twisted to reduce waste space. The cup features diagonal creases for easy folding and has height markers for convenient water measurement.

5) Marketing Activities and Brand Development through Packaging

1. The "ZenMen Challenge" campaign encourages consumers to share ideas on environmentally mindful packaging disposal.
2. Collaborate with environmental influencers to raise awareness.
3. Organize workshops on composting using paper packaging.
4. Develop an app that rewards points when consumers repurpose packaging and share on TikTok.
5. Partner with environmental organizations to conduct waste reduction campaigns.

6) Marketing and Brand Performance Measurement

1. Sales and market share.
2. Brand awareness and loyalty.
3. Number of packaging items repurposed via the app.
4. Engagement on social media and participation in events.
5. Consumer attitude surveys regarding the brand's sustainability.
6. Growth rate of the community of environmentally conscious consumers.
7. Reduction in waste generated from the use of the brand's packaging.