DRESSED UP BIRD

The closet divider & scarf hanger

Pornkamol Prapapornvorakul
55120500417

WHY CLOSET?

Beginning
of the day

Can inspire
Good mood
of the day

But usually create

problems
(especially
in hurry time)

Unorganized

OPPORTUNITY

To solve the problem and

make it creating good mood

TARGET GROUP

TARGET GROUP OF QUALY

Under the target group
of Qualy brand or those
Thais or Foreigners who
value in home decorating
and outlook of product
but also mind functional
usage both to buy for self
and others

CLOSET DIVIDER USER GROUP

For this closet divider,
It focuses on the
women or family who
loves decorating their
space and wants to get
things organized in a
fun creative way. as
a direct user and
others as an indirect.

MOODBOARD

4P
PRODUCT PRICE PLACE PROMOTION + PACKAGE

PRODUCT

A closet divider separating

the space on the rack to
make it more organized.
Together with a function to
hang a scarf to make the
best use of the space in the closet
The concept of it is that
The bird is a beautiful animal
=
When people getting dress
(relates to the closet)

And to invite the user to play

with the bird and organize
the closet in a fun way
Hanging on the scarf
=
Dress up the bird and
decorating its tail.

4P
PRODUCT PRICE PLACE PROMOTION + PACKAGE

Frame: to input text

help divide the clothes
and easy to find

Scarf Hanger : can be

hung and create your
own friendly bird

WHAT DIFFERENT?
-It combines two functions
together.
-It comes in a decorative form
but also functional.
- It invites people to play with
(interact with) or it is a more fun
approach to organize the closet
and decorate the room.

4P
PRODUCT PRICE PLACE PROMOTION + PACKAGE

PRICE
TOTAL PRICE per piece :

420 baht

Discounts
Quantity Discounts
Buying a pack (two piece per pack): 800 baht
Seasonal discounts
Following the Qualy brand retail
Such as a summer sale

4P
PRODUCT PRICE PLACE PROMOTION + PACKAGE

PLACE
(be sold in the retail of QUALY)

Retail Store
(independent store) such as at Asiatique the river front
opportunity to show the brand and product

Corner in the department store

such as at Siam Paragon
easy to access mass people which help grab new customer

Other store
such as loft at Siam Discovery or TCDC
meet the need of the those who seek for a specific
category of product at these stores

Qualy Online
easy and convenient

Aboard
opportunity to open the brand to the world

4P
PRODUCT PRICE PLACE PROMOTION + PACKAGE

PROMOTION
Advertising
Advertising Strategies : Reminder Advertising
Trying to keep product in customers mind by
creating a unique characteristic of the brand
and product to make it easy to remember.
-Packaging Outer: unique with a recycled paper and story of
the product told on the package.
- Display Sign & Point of purchase : Products are displayed
attractively aim to telling the concept and story of each
product at the selling place like a small product exhibition.
-Symbol and logo: the Qualy logo is put into every product and
package. Moreover, it is displayed at the shelf.

4P
PRODUCT PRICE PLACE PROMOTION + PACKAGE

PROMOTION
Personal Selling
-Join the trade show and fair both in and
outside Thailand such as BigBih

PR tools
-Website
-Written material such as brochure
-Giving an interview to the media

4P
PRODUCT PRICE PLACE PROMOTION + PACKAGE

PACKAGE
A unique package
reflects the brand image of Qualy
-Recycle paper
-A concept and story of the
product is communicated to the
consumer on the outer package
- Pack that cares the
environmental cost.
Example of the package

STP
when focus on the closet divider as a product under QUALY brand

Overall, under the QUALY platform Q, U, A, L, Y to be able to goes well

with QUALY brand image

Q = Quality : A product with a

quality in every details.
Delicate in detail and easy to use
the in closet
U = Unique : Original design with
outstanding mood and tones
Using lively colour and look of the
bird to reflect Qualy image

A = Aesthetic : A sculpture that is

functional.
Can functionally use but also can be
hung as a decorative object like a
bird dressed up.

L = Long Lasting
Durable and care environment
Using thick and quality plastic.
Y = You : Fulfill people life with style
A closet divider help organizing and
make it easier to find clothes

STP
when focus on the closet divider as a product under QUALY brand

SEGMENTATION
OF CONSUMER MARKET
Psychographic
A .) Value in home decorating and
only care the out look of the
product
B.) Value in home decorating care an
outlook of the product together
with the practical function
C.) Value only a functional part of
the product

Behavioral
i .) Buy for self
ii.) Buy for others (Gift or Souvenir)

STP
when focus on the closet divider as a product under QUALY brand

MARKET TARGET
MARKET 1 : B + i
Who value in home
decorating care an outlook of the
product together with the practical
function and buy for self

MARKET 2 : B + ii
Who value in home
decorating care an outlook of the
product together with the practical
function and buy for others

USING 1 PRODUCT,
a closet divider to serve them

M1 M2
A closet
divider

STP
when focus on the closet divider as a product under QUALY brand

POSITIONING

LIFELY

QUALY brand : lifestyle product

FUNCTIONAL
(focus)

EMOTINAL
(value added)

SIMPLE

STP
when focus on the closet divider as a product under QUALY brand

POSITIONING

MULTIFUNCTION

(under QUALY brand)

CLOSET DIVIDER or
RACK DIVIDER

Interesting Area

FUNCTIONAL
(focus)

EMOTINAL
(value added)

SINGLE FUNCTION

STP
when focus on the closet divider as a product under QUALY brand

POSITIONING

MULTIFUNCTION

(under QUALY brand)

SCRAF HANGER
As a combined function

Interesting Area

FUNCTIONAL
(focus)

EMOTINAL
(value added)

SINGLE FUNCTION

STP
when focus on the closet divider as a product under QUALY brand

POSITIONING

MULTIFUNCTION

(under QUALY brand)

Interesting Area
To create a product
FUNCTIONAL
(focus)

EMOTINAL
(value added)

WHY INTERESTING?
-It is a positioning of QUALY brand
-But both for the closet divider and a scarf hanger,
there are still new in the market and not a lot of
competitor in this area
-An opportunity to develop a new product in this
position for QUALY.

SINGLE FUNCTION

USER INTERVIEW
Percentage of interviewees
Direct Target
(Women Qualy
Customer)

17%

(2 people)

83%
(10 people)

Indirect Target
(Men Qualy
Customer)

USER INTERVIEW
What do you think
about the Dressed up bird, the closet divider and a scarf hanger?
I like it as it looks nice and help hanging the
scarf look more attractive.
Front, 12, Student

It looks cool but a little bit concern that

does it really needs to have a label.
However, the hanger is functional
Jan, 18, Faculty of Economics

Its cute, creative and new. I think it can

be beneficial in a way that it helps
separating the clothes. If it is sold in Thai,
we may not need that much scarf. Having
function to hold other things may be
great.
Supichaya, 20, Faculty of Medicine

It will be nice when using in a dormitory

where I share the closet with my friends.
There are similar uniform that sometimes
mix up. The form is also cute
Peung, 20, Faculty of Medicine

I like the function that it can divide the kinds

of the clothes as my closet is very messy but I
think it should be made sure that it will be
balanced
Prim, 2o, Faculty of Business Administration

It saves the space and helps it become more

organized
Mook, 21, Faculty of Engineering

USER INTERVIEW
Its good to save the space and its cute.
Good idea to have a space to label the
clothes.
Ovy, 24, Business Administration

The form looks nice to use and I think it is a

creative way of hanging the scarf
Karn, 38, Housewife

It looks friendly, natural and lively. I think it

is cute. Better for me and also the maid. Not
only for separate the kind of clothes, to divide
the clothes I always used and the seldom
used one is also useful
Nun, 53, business owner
I like it. What I have seen is only the circle
hole to hang the scarf. This one can also use
to separate the clothes and looks cute.
Keng, 58, Vice-President

Look interesting. I have never seen this kind

of product before
Pan, 19, Industrial Design student

I like that it is a bird form which look lively

when I open the closet in the morning. I
think that holes can also hang other stuffs.
Man, 20, Industrial Design Student

Point of suggestion
(from the interview)
- Can it hold other thing?
- Make sure that it is balanced
- Consider the usage of the label