When Consumers Tighten Their Belts—The Marketing World Turns Upside Down Now, It’s Time for Marketers to Do What They Have Never Done Before Loading Data… Today, businesses are walking a tightrope. Every step demands caution as consumers become budget-conscious at the time their financial resources are limited. Asst. Prof. Dr. Ake Pattaratanakun, a marketing expert who closely observes shifting consumer behaviors, shares with Your Answers today about what “changes” marketers need to embrace and how brands should adapt in the face of consumers’ shrinking purchasing power. Change Mindset to Deal with Changed World Mindset is crucial to dealing with the challenge. When spending feels heavier and money flows slower, Asst. Prof. Dr. Ake suggests that marketers should make their marketing activities special based on four following concepts: Small – Use small size or lot to win big. In the past, large sizes or bulk packaging might offer tempting value. But today, breaking things down into smaller units makes it easier for consumers to buy. A clear example is the rise of sachet products, which grew from a 20-billion-baht market to 50 billion in just a few years. The same applies to telecom providers, now selling data by gigabyte or call time in small bundles instead of large prepaid plans. While consumers may need to purchase more frequently, each transaction feels lighter in the wallet. Short – Long-term plans can be a trap. In today’s fast-moving market, marketing plans that are prepared six months to one year in advance can quickly become outdated. Many department stores now adjust product placements daily, responding to rapidly changing consumer behaviors, a sudden drop in sales, or a competitor’s stronger promotion. Marketers who cling to rigid, long-term plans risk falling behind the game. Simple – Simple is Smart. Look at the Chinese ice cream and beverage brand MIXUE, which has grown into one of the world’s leading franchises. The brand opts for simple store designs with movable furniture, allowing outlets to open quickly, relocate easily, or close underperforming locations without major losses. Marketers must adopt a new mindset: simplicity is not laziness but the approach to respond rapidly and intensely involving business landscape. Good – Don’t compromise quality. No matter how small, short, or simple approach a business embraces, its commitment to doing good must remain unchanged. Cutting costs is acceptable—but cutting quality is not. Consumers often remember a brand not in its moments of success, but in how it behaves during difficult times. Brands that continue to offer quality products and act responsibly toward society will be remembered as genuine and trustworthy. Add Value Instead of Cutting Prices When consumers seek value, lowering prices can feel like a “sugar rush,” which offers instant gratification but harms long-term health. The same holds true for businesses. Marketers must remember that lowering prices is easy but raising them back to normal is always difficult. Overreliance on discounts may provide a short-term boost, yet it can erode brand value and profitability in the long run. The sense of value can be created in many ways—without relying on price cuts. Marketers can draw on the following six Ps to strengthen value perception: Product: Enhance product value, for example, by creating a shampoo that can also function as a conditioner. Place: Increase convenience, such as by offering free home delivery. People: Provide sincere after-sales service. Process: Streamline operations to ensure speed and efficiency, avoiding unnecessary delays Packaging: Design packaging that is aesthetically beautiful and collectible, reinforcing positive physical impressions through what customers see and touch. Pricing: Lowering prices should be used as the last resort only. Don’t forget that while it is easy to lower price, it is difficult to bring price back to the same rate as before. Price cut is nothing short of “marketing nuclear weapons,” which may complicate business operations in the future. Shift Your Investment Toward Data In an era where every baht counts, precision marketing depends on deep, insightful data. Investing in building a richer, more targeted customer database can significantly enhance brand value. Because Thailand Post has invested hundreds of millions of baht each year in developing its customer database, it can bring back a large number of customers. Building and leveraging customer data allows brands to conduct more effective marketing at lower costs, delivering both short- and long-term returns. For example, if you have reliable customer information in hand today, you can make tomorrow’s Facebook ads far more precise. Embracing technology and digital marketing can immediately improve a brand’s sales Although the economy may still feel sluggish today, we must remember that we have already weathered the far greater storm of COVID-19. Many new marketing ideas may seem to turn the old playbook upside down—but they are far from impossible. Marketers should view this as a test of brand resilience. And when the storm eventually passes, those that adapt and endure will emerge stronger than ever. News Release ดาวน์โหลด เนื้อหาที่เกี่ยวข้อง Loading Data…
Author Archives: SCGP 1
SCGP and Jomyut16 Collaborate to Advance Automatic Packing Line Efficiency
SCGP and Jomyut16 Collaborate to Advance Automatic Packing Line Efficiency Loading Data… SCG Packaging Public Company Limited or SCGP, collaborates with Jomyut16 Co., Ltd., the producer and distributor of Jomyut16 instant dipping sauces, to develop an Automatic Packing Line system aimed at enhancing and elevate end-of-line production management standards, helping to control costs and maintain quality. This collaboration highlights SCGP’s ongoing commitment to business development as an integrated packaging solutions provider, focused on enhancing business capabilities and meeting customer needs. Related Contents Loading Data…
SCGP Hosts “Future Unboxed 2026” Seminar Highlighting Packaging Trends and Global Economic Outlook to Prepare Businesses for the Future
SCGP Hosts “Future Unboxed 2026” Seminar Highlighting Packaging Trends and Global Economic Outlook to Prepare Businesses for the Future Loading Data… SCG Packaging Public Company Limited, or SCGP, hosts its annual seminar, “SCGP Consumer Packaging Seminar: Future Unboxed 2026,” at SCG Head Office, Bang Sue. The event brings together customers across various consumer goods industries to explore business opportunities in Thailand and China, as well as, updates on packaging trends, consumer behavior shifts, innovations, the implementation of Artificial Intelligence (AI), and key regulatory changes expected in 2026, helping businesses prepare for global economic changes and future challenges. The seminar features expert speakers who shared perspectives across multiple domains, including: • “China and opportunities for Thai business” presented by Dr. Piti Srisangnam, Executive Director, ASEAN Foundation• “Transforming Value Chains: Embracing Digital and AI Innovations for Competitive Advantage and Value Creation” presented by Ms. Montchaya Kunwong, Partner: Customer & Growth, EY Thailand• “Global Packaging Compliance: What brand owners must know” presented by Mr. Soonthorn Yongvibulsiri, ESG and Sustainability Director, SCGP• “Connecting Consumers: The packaging trends of 2026” presented by Mr. Sumeth Boonyathanapan, Manager – Inspired Studio and Packaging Solutions, SCGP SCGP delivers products and solutions that meet evolving needs, while moving forward alongside customers and business partners to drive sustainable growth together. Related Contents Loading Data…
NEO Join Hands with SCGP to Drive a Sustainable Environmental Future Through Eco-Friendly Packaging
NEO Join Hands with SCGP to Drive a Sustainable Environmental Future Through Eco-Friendly Packaging Loading Data… Neo Corporate Public Company Limited, or NEO, in strategic collaboration with SCG Packaging Public Company Limited, or SCGP, aims to advance the reduction of net greenhouse gas emissions. This collaboration focuses on promoting the use of sustainable packaging, including packaging identified with the Private Declaration Label for the Carbon Footprint of Products (CFP) certified by SCGP, offering environmentally friendly choices for consumers. The initiative aims to enhance quality of life and consumer safety while helping to reduce environmental impacts, enabling long-term business growth alongside sustainability. Related Contents Loading Data…
Vina Kraft Paper Recognized as a TOP 100 Sustainable Development Enterprise in Vietnam
Vina Kraft Paper Recognized as a TOP 100 Sustainable Development Enterprise in Vietnam Loading Data… Vina Kraft Paper Co., Ltd. In SCGP, has been honored as one of the TOP 100 Sustainable Development Enterprises in the Corporate Sustainable Development Index (CSI) 2025, organized by the Vietnam Chamber of Commerce and Industry (VCCI) and the Vietnam Business Council for Sustainable Development (VBCSD). The recognition reflects the company’s continuous commitment to aligning its operations with ESG framework through advanced technologies that enhance production efficiency, reduce greenhouse gas emissions, and increase the use of renewable energy across the entire value chain. The company also leads in producing 100% recyclable sustainable packaging paper, implementing the Extended Producer Responsibility (EPR) program, and collaborating with partners to strengthen Vietnam’s recycling ecosystem. Additionally, Vina Kraft participates in FSC and PEFC forest certification programs to promote responsible sourcing from environmentally managed forests. This achievement underscores Vina Kraft Paper’s dedication to driving sustainable growth and creating long-term value for the economy, society, and the environment while supporting Net Zero 2050 ambition. เนื้อหาที่เกี่ยวข้อง Loading Data…
SCGP Partners with Robinhood Food Delivery to Offer Exclusive Benefits and Support Thai Entrepreneurs for Sustainable Growth
SCGP Partners with Robinhood Food Delivery to Offer Exclusive Benefits and Support Thai Entrepreneurs for Sustainable Growth Loading Data… SCGP, together with Robinhood Food Delivery, a Thai platform for Thai people operated by Purple Ventures Co., Ltd., has joined hands to expand access to quality food packaging products through the “Doozy Online” website, enabling restaurants to conveniently select from a wide range of high-quality packaging options and order products more easily. SCGP is also offering a special discount code of 300 THB for first-time orders and a 10% discount on every purchase for Robinhood merchant members, as part of its continued support for Thai entrepreneurs to help them compete and grow sustainably. This collaboration reinforces SCGP’s commitment to standing alongside restaurant operators to ensure sustainable business operations while contributing to strong economic growth in Thailand. People in the photo (from left to right): • Ms. Niramol Prewprasurt, Retail Channels Management Department Manager, SCG Packaging Public Company Limited, or SCGP • Mr. Ekaraj Niroj, Chief Marketing Officer, SCG Packaging Public Company Limited, or SCGP • Mrs. Morakot Yipintsoi, President & Chief Executive Officer, Purple Ventures Co., Ltd. • Ms. Waewrut Chamnanpukdee, Vice President Human Resources & Corporate Communications, Yip in tsoi & Co., Ltd Related Contents Loading Data…
SCGP Completes 100% Share Acquisition of MYPAK, Strengthening Fiber Packaging Business in Indonesia
SCGP Completes 100% Share Acquisition of MYPAK, Strengthening Fiber Packaging Business in Indonesia Loading Data… SCGP has announced the completion of investment for 100% stake in ordinary shares of PT Prokemas Adhikari Kreasi (MYPAK), a leading corrugated containers producer in Indonesia. This strategic investment strengthens SCGP’s fiber packaging business and enhances its integrated packaging solutions to serve a continuously expanding customer base. MYPAK’s financial performance will be consolidated into SCGP’s financial statements from December 2025 onward. Mr. Wichan Jitpukdee, Chief Executive Officer of SCG Packaging Public Company Limited or SCGP, stated that SCGP continues to expand its investments in high-growth integrated packaging businesses in line with its long-term growth strategy. The Company has entered into a Merger and Partnership (M&P) agreement to acquire 100% of the shares in MYPAK, one of Indonesia’s leading fiber packaging manufacturers, with production facilities located in Bekasi, West Java. The total investment value amounts to IDR 467 billion (approximately THB 981 million). MYPAK is one of the leading corrugated containers producers in Indonesia, with an annual production capacity of 144,000 tons. Its key customers are multinational companies and leading domestic brands primarily in the food, beverage, and consumer goods sectors. The site also has the plan to support the establishment of an Inspired Solutions Studio, as well as future expansion of consumer packaging manufacturing facilities. As of the end of 2024, MYPAK recorded revenue of IDR 846 billion (approximately THB 1,777 million) and total assets of IDR 1,272 billion (approximately THB 2,670 million). “SCGP continues to execute its strategy through high-quality investments to sustain long-term growth. This integrated packaging investment enhances cross-selling opportunities across the food, beverage, and consumer goods sectors, both domestically and internationally. The strategic location of MYPAK also strengthens synergies within SCGP’s business network and reinforces value chain integration with our packaging paper operations. This will elevate our competitiveness and support Indonesia’s economic growth and increasing demand for packaging,” Mr. Wichan said. News Release ดาวน์โหลด เนื้อหาที่เกี่ยวข้อง Loading Data…
SCGP Recognized with CPF’s SUSTAINABILITY PERFORMANCE 2025 Award Strengthening Its Global Sustainability Partnership
SCGP Recognized with CPF’s SUSTAINABILITY PERFORMANCE 2025 Award Strengthening Its Global Sustainability Partnership Loading Data… SCG Packaging Public Company Limited, or SCGP received the SUSTAINABILITY PERFORMANCE 2025 award from Charoen Pokphand Food Public Company Limited, or CPF at the CPF Partner Day 2025 held at ICONSIAM HALL. The award recognizes partners who conduct their business with a focus on sustainability, maintaining a balance in creating value across economic, social, environmental and corporate governance aspects, while serving a key role in supporting CPF’s value chain. This award highlights the collaboration between the two organizations in driving business growth sustainably. Related Contents Loading Data…
SCGP Recognized with 3 Prestigious Awards in ‘Sustainability-Innovation-Investor Relations’ from SET Awards 2025
SCGP Recognized with 3 Prestigious Awards in ‘Sustainability-Innovation-Investor Relations’ from SET Awards 2025 Loading Data… SCG Packaging Public Company Limited or SCGP receives 3 prestigious recognitions at the SET Awards 2025, organized by the Stock Exchange of Thailand (SET) in collaboration with Money & Banking Magazine, including the Best Sustainability Awards in the category of listed companies with market capitalization of more than Baht 30 billion but not exceeding Baht 100 billion for its outstanding performance in sustainability. This award reflects SCGP’s excellence in ESG and Circular Economy principles, the application of technology and artificial intelligence (AI) to enhance efficiency and reduce environmental impact, people development, expanded sustainability collaborations with customers and communities, and strong corporate governance that supports sustainable growth for society and the environment. SCGP also achieves the SET Awards of Honor for winning the Best Innovative Company Awards for 4 consecutive years, recognized for its “Innovative Sustainable Foodservice Packaging”, which is designed to reduce environmental impact through alternative materials and practical, customer-centric design. In addition, SCGP receives with the Outstanding Investor Relations Awards in the category of listed companies with market capitalization of more than Baht 30 billion but not exceeding Baht 100 billion. The ceremony was held at the Stock Exchange of Thailand building. Related Contents Loading Data…
Announcement of the 34th J-MAT Award Enhancing Brand Experience with Connected Packaging to Create Value for Both Businesses and Consumers
Announcement of the 34th J-MAT Award Enhancing Brand Experience with Connected Packaging to Create Value for Both Businesses and Consumers Loading Data… SCG Packaging Public Company Limited or SCGP, together with Lion Corporation (Thailand) Limited and the Marketing Association of Thailand (MAT), announced the results of the 34th J-MAT Award, a national comprehensive marketing plan competition under the concept Packaging Speak Out: The Power of Premium Herbs. The competition challenged participants to develop a marketing plan for the Hi-Herb toothpaste brand and design Connected Packaging to create brand experiences for consumers. In 2025, a total of 427 teams from 52 institutions participated, marking the highest number of applicants since the project began, with 4,195 participants. Seven finalist teams were selected to compete in the final round, and the “Hello Herbs” team won the first prize, receiving 130,000 baht along with a Royal Trophy of Her Royal Highness Princess Maha Chakri Sirindhorn and certificate. Dr. Buranin Rattanasombat, President of the Marketing Association of Thailand (MAT), said that this year marks a successful national Full Marketing Plan competition, with more submissions from university students than ever before. Supported by SCGP and Lion (Thailand), this reflects the strong determination of young people eager to learn and challenge themselves on a national marketing stage, as well as the commitment of business organizations to foster professional marketers who will drive Thailand’s economy and society forward. “For the teams that did not win, participating in this project is still a valuable experience. It helps them grow into good marketers, seeing marketing as the creation of value that transforms consumer needs into product value. It equips them with essential marketing tools to contribute to the country’s economic development amid a rapidly changing and highly challenging global environment,” Dr. Buranin said. Mr. Sumeth Boonyathanapan, SCGP Inspired Studio and Packaging Solutions Manager, said that SCGP is a leading integrated packaging company in ASEAN. What stood out in this year’s competition was the creativity of the university students, especially in using Connected Packaging as a marketing tool. By embedding a Unique QR Code on the packaging, a key consumer touchpoint, brands can interact with consumers—allowing them to verify product authenticity, collect data, conduct marketing activities, create brand awareness, and set marketing strategies to continuously develop products that meet consumer needs. “Connected Packaging transforms the role of packaging by connecting products to consumers in a digital-driven world. It will reshape future marketing, especially online marketing, enabling brands to reach target consumers whose behaviors are rapidly changing,” Mr. Sumeth said. Ms. Thitima Chaturongkavate, Department Manager- Icc Business at Lion (Thailand) Co., Ltd., praised the confidence of young participants who spoke out and expressed their identities through communication skills and strategic marketing planning, which are fundamental for becoming professional marketers in the future. “Especially notable was the use of AI and social media as tools to analyze consumer needs and create accurate and targeted marketing plans. Many of the plans developed in this project have real potential for application in the business and industrial sectors,” Ms. Thitima said. The 34th “J-MAT Award” competition offered more than 500,000 baht in total prizes. The seven finalist teams were: 1) Team Fan Nam Nom Consulting 2) Team Herb dai…Tae Mai Hurt 3) Team Hi-ya 4) Team Hello Herbs 5) Team Hi Barbie Hi Ken Hi Herb 6) Team Hi-Herb, Hi Bro! 7) Team Hou Yerb, Herb You. Each team incorporated Connected Packaging into their marketing plans to appeal to consumers. The winning team was Hello Herbs, consisting of students from various faculties of Chulalongkorn University. They presented the idea “Power of Hi-Herb: Gentler Than You Think, More Confident Than Ever,” modernizing the image of herbal toothpaste to suit all lifestyles. Their marketing plan included a simple, gentle, natural-tone packaging design, along with Connected Packaging that allowed consumers to scan the QR Code on the cap to access brand activities and share them on social media to enhance brand recognition, engagement, and virality. The First Runner-up received 70,000 baht and a certificate: Hi-Herb, Hi Bro! with the idea “The New Taste: Change the Look to Change the Taste.” The Second Runner-up received 50,000 baht and a certificate: Hi Barbie Hi Ken Hi Herb with the idea “Herbal toothpaste for the new generation—no bitterness, no unpleasant taste, just brush and feel the change.” The remaining four teams received consolation prizes of 20,000 baht each along with certificates. Two special awards sponsored by SCGP, each worth 10,000 baht with certificates, were awarded as follows: Best Connected Packaging Award: Team Keytocool and Excellence Design Award: Team Hi Barbie Hi Ken Hi Herb SCGP remains committed to supporting young talent by enabling them to express creativity and gain real-world experience in connecting brands with consumers in the digital era through the SCGP Packaging Speak Out project, which will return again next year. Related Contents Loading Data…