November 13, 2007
PJ: Introduction
People normally perceive and react to things differently based on their past experiences. This will lead to the misinformation problem that occurs from the way people have acknowledged things via their 5 senses. The 5 senses are visualization, hearing, smelling, tasting, and touching. Misinformation will also develop to miscommunication. In the marketing aspect, it affects directly to all parties; manufacturers, sellers, marketers, and consumers. It will be difficult to ensure that consumers can get or understand the same message as it is intended to. These messages may include messages from news, public relations, and advertisement. In order to overcome this problem, we have to find the way that makes consumers understand our product as much as possible by making a product more attractive and persuasive. We are trying to make a product that allows consumers to experience it with all of their 5 senses.
PJ: Mission
In this case, we choose to promote Thailand. The rationale behind this is that we are all Thais. And because we are Thai, it makes us easier to understand and explain about Thailand clearly. We are trying to solve the misinformation problem by communicating to our audiences via all of their 5 senses. By this way, audiences will have an equal chance to experience Thailand in the same direction (disregards to what they have experienced). The promotional tool will come as a gift package with the concept of ‘Let’s Thailand Touch You’. Under this concept, it allows audiences to feel and acknowledge Thailand from our materials in the gift package as well as to share those experiences with others through our gift package and activities held in the event. It includes the TVC, which promotes people to go to our event
PJ: User Profile
Primary Group
The primary target audience is Australian people who are interested in the Thai culture and tradition. We chose to promote Thailand at the Federation Square, Melbourne. This is because this venue is on of the Landmark of Melbourne where there is thousand of Australians visit everyday. The purpose for this project is to make target audience perceive Thai tradition authentically.
Many people think that to understand Thai, they have to travel to Thailand. But in fact, there are other methods that they can experience Thai culture and traditions through many things surround them. For example, they can experience through Thai festival, foods, people, events and many other things. The most important idea is just about the place where we live comes to nothing for getting to know Thailand.
Secondary Group
The secondary target audience is tourist and Thai people. Misunderstanding about Thailand might occur even for Thai people and tourists from other countries around the world as well. The main objective is to provide more information that they might need to understand about Thailand. Moreover, we want to offer another way for them to gain more information and details about Thailand for tourist or anyone who are interested in Thailand.
The primary target audience is Australian people who are interested in the Thai culture and tradition. We chose to promote Thailand at the Federation Square, Melbourne. This is because this venue is on of the Landmark of Melbourne where there is thousand of Australians visit everyday. The purpose for this project is to make target audience perceive Thai tradition authentically.
Many people think that to understand Thai, they have to travel to Thailand. But in fact, there are other methods that they can experience Thai culture and traditions through many things surround them. For example, they can experience through Thai festival, foods, people, events and many other things. The most important idea is just about the place where we live comes to nothing for getting to know Thailand.
Secondary Group
The secondary target audience is tourist and Thai people. Misunderstanding about Thailand might occur even for Thai people and tourists from other countries around the world as well. The main objective is to provide more information that they might need to understand about Thailand. Moreover, we want to offer another way for them to gain more information and details about Thailand for tourist or anyone who are interested in Thailand.
PJ: Outcome - Design Concept + Logo + Badges
Design Concept:
The design is focusing on the product utilization.
Firstly, we start with designing the logo. In order to solve the miscommunication problem that occurs from audience’s cognition that normally acknowledge some or partial of information, we will chose the medium that is easy for mass audience to understand. Based on this concept, we’ve chosen the Tom-Yum soup bowl as our logo.
In this case, we are doing the public relationship for Thailand. Because many people think that they can understand Thai only by traveling to Thailand, we try to change their attitude by using Thai food as the communication medium. This is because Tom Yum soup is one of the most popular Thai foods among people around the world. Thus, Tom Yum soup is comprised of two main contrast ingredients; the main ingredient is eatable, prawns, while the other is not for eating but is essential to enhance all the tastes of Tom Yum soup, e.i. Thai herbs. Just like Thailand, it comprises of many unique such as Thai people, culture, traditions, language, or foods.
The design is focusing on the product utilization.
Firstly, we start with designing the logo. In order to solve the miscommunication problem that occurs from audience’s cognition that normally acknowledge some or partial of information, we will chose the medium that is easy for mass audience to understand. Based on this concept, we’ve chosen the Tom-Yum soup bowl as our logo.
In this case, we are doing the public relationship for Thailand. Because many people think that they can understand Thai only by traveling to Thailand, we try to change their attitude by using Thai food as the communication medium. This is because Tom Yum soup is one of the most popular Thai foods among people around the world. Thus, Tom Yum soup is comprised of two main contrast ingredients; the main ingredient is eatable, prawns, while the other is not for eating but is essential to enhance all the tastes of Tom Yum soup, e.i. Thai herbs. Just like Thailand, it comprises of many unique such as Thai people, culture, traditions, language, or foods.
PJ: Outcome - Package Design
Package Design.
The package is designed to be able to include all products in the same package. In this case, we use one big box containing with four smaller boxes inside it.
All sides of the big box are in the square shape. Different pictures will be printed on each side.
On the top – A picture of the Tom Yum soup bowl is printed on the lid of the big box. We try to present that people normally perceive things only one side. Comparing to this bowl, we will see it partially from the first glance.
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4 Sides of big box
The same pictures of Tom Yum soup bowl that is printed on the lid will be enlarged and divided into 4 pieces. Each piece is printed on each side of the box. Audience will be able to see the same Tom Yum soup bowl but in a bigger size. And when all are lined up in a row, it will become a big bowl of Tom Yum soup. This means that if people consider each part of a thing deeply, they will understand and see it with a broader viewpoint.
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Inside the big box
Leaflets with some useful information about Thailand will be put in the box in order to make the box valuable. The base of the box is made for keeping CDs. Picture of Tom Yum soup will also be printed on those CDs to make audience feel like they are looking into the bowl.
PJ: Outcome - Small Box
Four smaller boxes:
All of four boxes are designed to have an equal size. On the top of each lid will have different popular Thai words, such as Sawasdee and Aroi. It will also have the English meaning below each word to make audience understand Thai words.
1st Box – Booklet about Thailand will be inserted in the first box. This booklet is aimed to inform some information about Thailand that foreigners should know, including Thai culture, traditions, and interesting places.
2nd Box – Recipe book is inserted in the second box. We will select some simple recipes of Thai food printed in the booklet.
3rd Box – Thai smell identity style
will be in the third box.
4th Box – The Thai events and festivals calendar will be put in the last box.
Moreover, badges with simple design, such as chili, galangal, lime, kaffir lime leaves, logo…., will be given to all visitors as a souvenir.
All of four boxes are designed to have an equal size. On the top of each lid will have different popular Thai words, such as Sawasdee and Aroi. It will also have the English meaning below each word to make audience understand Thai words.
1st Box – Booklet about Thailand will be inserted in the first box. This booklet is aimed to inform some information about Thailand that foreigners should know, including Thai culture, traditions, and interesting places.
2nd Box – Recipe book is inserted in the second box. We will select some simple recipes of Thai food printed in the booklet.
3rd Box – Thai smell identity style
will be in the third box.
4th Box – The Thai events and festivals calendar will be put in the last box.
Moreover, badges with simple design, such as chili, galangal, lime, kaffir lime leaves, logo…., will be given to all visitors as a souvenir.
PJ: User Feedback
Users Feedback
• Primary group
For the primary group, we interviewed with a local people. After he looked into our package, he said that Thailand is one of interesting places to visit because of foods, and many places that well worth a visit, while he thinks that Bangkok is a messy city.
• Secondary group
We interviewed with a Thai people. He think that our outcome is kind of attractive and it might comes in handy for someone who wants to know more about Thailand. And if we have an event around Federation Square, he might participate in event.
• Primary group
For the primary group, we interviewed with a local people. After he looked into our package, he said that Thailand is one of interesting places to visit because of foods, and many places that well worth a visit, while he thinks that Bangkok is a messy city.
• Secondary group
We interviewed with a Thai people. He think that our outcome is kind of attractive and it might comes in handy for someone who wants to know more about Thailand. And if we have an event around Federation Square, he might participate in event.
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