Origin

Starting from the observation that convenience stores often provide small plastic bags for hot cups and bowls, particularly for instant noodles, it can be seen that this generates unnecessary waste. This is due to the fact that the noodle cups themselves are not designed to be held comfortably without a bag. Further observation reveals that this plastic is often discarded unnecessarily, and due to recycling limitations, it is difficult to recycle if contaminated, resulting in excessive single-use waste. This is the inspiration behind the 'Natural Noodle' or 'Fiber Noodle' project, a name that emphasizes a commitment to environmental consciousness, recycling, and user convenience.

CONCEPT

Loving the Earth in a Fast-Paced World

In our fast-paced world, time is a luxury. Cooking meals can be time-consuming, and it’s no secret that wages often don't keep up with the cost of living. With these pressures, it’s easy to become self-focused. However, caring for our planet remains a crucial responsibility. Instant noodles, unfortunately, contribute significantly to plastic waste and are difficult to recycle. This is where Natural Noodles comes in as a solution to these problems.

Business Environment Analysis

Instant noodles are highly popular due to their convenience and affordability, making them desirable for consumers across all age groups. This product will focus on buyers who are interested in sustainability.

Consumers are increasingly focusing on sustainability, as reflected in the Design Trending Book TCDC 2024, which makes the development of instant noodles with a sustainability focus more viable.

Setting Goals for Brand Development

The goal is to engage the brand in the environmental market and expand into the global market, where there are many instant noodle consumers. The development plan will emphasize the product's appearance, as most instant noodles in the market come in cylindrical packaging. A different shape will be chosen to make the brand stand out, and recycled paper colors will be used to convey environmental consciousness while also considering the recycling process. The plan also includes categorized waste bins in front of convenience stores, with graphics that encourage waste separation and promote repeat purchases.

Target Users

Explorer Brand Archetype

Green | pioneering | Guidance

Brand Myth

Quick, easy meals can help us care for our planet. Let's inspire everyone to love our Earth through simple, delicious food.

Problem Statement

1. Recycling Challenges: Instant noodle cups, especially those made of paper, are difficult to recycle due to food contamination after consumption.
2. Excessive Plastic Waste: Convenience stores often provide additional plastic bags for noodle cups, leading to unnecessary plastic consumption.
3. Insecure Lid: Existing noodle cup lids often do not provide a tight seal, especially during the 3-minute waiting period

Stakeholders

1. Convenience stores
2. Supermarkets
3. Grocery stores

Touch Points

1. Eliminate the need for additional plastic bags: Design noodle cups that can be held without a bag.
2. Ensure a tight seal: Develop a lid that can securely close the cup, preventing spills and maintaining heat.
3. Maximize recyclability: Use materials that can be easily recycled, even after food contamination.

Value

1. Innovative design that sets the product apart from competitors.

Emotional Value

1. Fosters a sense of environmental responsibility.
2. Appeals to consumers seeking sustainable products. 

Physical Value

1. Eliminates the need for additional packaging.
2. Provides a secure and leak-proof container.
3. Facilitates easy recycling.

SWOT Analysis

Strengths

1. 90% recyclable
2. Built-in handle
3. Airtight lid
4. Can be recycled into 3 easy-to-separate pieces
5. Unique and distinctive design compared to competitors

Weaknesses

1. Consumers may be unfamiliar with the new design
2. Faces competition from larger established brands
3. Slightly higher price point

Opportunities

1. Growing trend of green marketing and sustainable products
2. Accessible product that can be enjoyed by everyone

Threats

1. Consumers may be reluctant to switch from their preferred brands
2. Difficulty penetrating the market if taste or price is not competitive

Marketing Activities and Brand Development through Packaging

The brand utilizes a cylindrical shape, choosing a unique design that makes the brand stand out. It uses recycled paper colors, not only reflecting environmental consciousness but also considering the recycling process. The plan includes setting up categorized waste bins in front of convenience stores, accompanied by graphics that encourage waste separation and drive repeat purchases. There will be three bins: one for paper, one for contaminated plastic, and one for clean plastic. This initiative aims to engage users and install the habit of cleaning their waste before proper disposal. The product allows users to easily remove the inner plastic wrap, and the design considers convenience for those who are in a hurry and may not have time to clean. For this reason, an additional bin will be provided for contaminated waste, making it easier to dispose of waste properly after eating.

Cost Analysis

Materials:

1. PE coated paper: 4 baht/piece
2. Bamboo fork: 3 baht/piece
3. Noodle: 3 baht/piece
4. Seasoning: 2 baht/piece
5. Total material cost: 12 baht/piece

Additional Costs:

1. Transportation: 10% of material cost = 1.2 baht/piece
2. Assembly: 1.2 baht/piece
3. Total cost per unit: 14.4 baht

Selling Price:

1. Individual unit: 19 baht
2. 6-pack: 109 baht