Mr. Prasert Surattanamethakul, New Business Executive Director, Lion Thailand, shared his perspective that packaging today plays a vital role in supporting marketing and protecting the environment, aligning with the sustainability trends increasingly valued by consumers. This has fostered collaboration between manufacturers and customers, such as Lion and SCGP, in developing packaging that becomes part of the marketing plan—capable of both attracting customers and caring for the planet. Moreover, packaging serves as tangible proof of a brand’s connection with consumers, acting as a communication channel at the point of sale. “No matter how strong a brand’s marketing communication may be across various media, when consumers stand before the shelves and find that the packaging is not appealing, the purchase often does not happen. Packaging, therefore, becomes the decisive factor in which brand emerges as the winner,” he explained.

“The competition’s challenge this year, therefore, emphasizes developing a marketing plan in parallel with packaging design, focusing on the online marketplace and new-generation consumers—the key drivers of the future consumer products market. What Lion and SCGP are doing together today will undoubtedly benefit students who will go on to pursue careers related to marketing in this sector in the future,” Mr. Prasert concluded.