Professional Documents
Culture Documents
DBT214 Greenchoice DBTM 2017
DBT214 Greenchoice DBTM 2017
Project
Environmental Communication Project,
Man & Ecosystems, Design, Business & Tech.
Management (DBTM), 2017
Instructor
Massimo Ingegno
table content
introduction to Bang Krachao...1
step1 ( formulate project goal ) ..3
step 2 ( analyze current place brand )..5
step 3 ( design place brand essence )6
step 4 ( implement new place brand )..9
infographic...15
Resources...16
history Bang Krachao
Kung Bang Krachao is a place that located in Phra Pra Dang district, Samut Prakan.
Its good place to escape the crowds and noise. Bang KraChao is the name used for green lung of Bangkok.
And it located at the center of Thailand. Bang Krachao is the green space of Bangkok which is big source of ozone that is 4,800,000 square yards.
If you see Bang Krachao from bird eye views, you will see that it has a same shape like pigs stomach and Chao Pha Ya river has surrounded this area.
Because Bang Krachao is located surrounding by Chao Praya river and its not far from gulf of Thailand,
this make Bang Kracho has been inuenced by tide.
This situation called 3 waters ecosystem which has fresh water, salt water and brackish water combined together.
Those make Bang Krachao become big wetland that has abundant specie of tree and animal.
Bang Krachao is the place that has lot of opportunity to develop and start a business
such as industry and accommodation that can develop Thailands economic and create job for local people.
It has urban law for Bang krachao that every estate must not build any construct more than 25% of the estate so, there are space for green matter.
challenge of BKC
Bang Krachao with so much potential,
but there still are problems that havent been fixing
such as the following problems below
Most of the younger generations in Bang Krachao feel like they are not the part of communities anymore
which cause them to leave their home and seek works in the city.
The decline in BKC agriculture jobs, which causes by the lack of steadily income and a lot of local people
decided to sold their lands to entrepreneur
Threat
Opportunity 1. Rich People who lived in the city starting to see the business opportunities in Bang Krachao
1. Bang Krachao can be the space that can be an eco-learning center for the public because of the growing in popularity of BKC that causes people from dierence places to
which provided more than 100 species of plants, 66 kinds of bird, 18 types of reptile, visited the area, they try to bought as much lands as possible from the local people
and 12 kinds of amphibian. and turn those lands into restaurant, coee shop and resort
2. high real estate investment in the surrounding area which reduce the green spaces in BKC.
3. There are many mass transit systems 2. Change in the law that control houses construction, in the past the law prevents
4. The expansion of eco-tourism and agro-tourism of Bangkok people and tourists. the construction of houses that consume more than 5 percent of the available spaces,
5. New broadcast Travel information of the area but because of the change in 2013 that made this restriction gone which greatly
through information technology and social media ubiquitous benets entrepreneur more than any locals people.
Market focus
Our place branding is intended to focus on family and school teacher,
because Bang Kachao has a lot of opportunities to become the best holiday location
for the entire family such as local culture and product,
beautiful sceneries and a chance for adult in this context is parent to exercise.
For the school teacher, theyll have a chance to create awareness in their students and make them
know learn to how to manage the waste through various innovative educational.
Local benefits
The local people of Bang Kachao district have been facing the decline in their income especially
the group of local people who made their living though agriculture products.
The solution of this problem is to create otop stores that bought all of the local products
from each community and displaying them in one store in order to provide visitor
with an easier access of local products from all across BKC.
Improve the bike routes and separate the bike maps into difference types such as culture learning route,
nature learning route and agriculture learning route.
The bike maps are separate into difference types is because there are verities of reasons why people visited BKC,
some wants to experience nature some prefer to experience culture of BKC,
which is why difference maps to support difference preference is important.
Create an otop stores that provide all type of goods from difference community across Bang Kachao.
The stores will buy the products from many communities
across BKC and sold all those products to the tourists.
Create awareness workshop by engage children that come to BKC through school trip,
and let them participate in the creative thinking events in order to develop competence
in waste management, through various innovative educational
such as practical experience and brainstorming sessions.
To save the plot, a Save Bang Krachao campaign was recently held
by the Big Trees Project group to raise awareness of the disappearing lung,
attracting hundreds to the area. The plan aims to protect Bang Krachao,
which is located in Samut Prakan, against rapid urban development
by maintaining it as a space for fields, pastures and trees.
interview
According to our interview with the local people and the visitor,
the results have been concluded that most people in BKC believe
that litter behavior of people is most damaging that effect BKC as a whole.
Another one is joss stick which is handmade product. Joss stick is not only popular in Thailand
but it also popular in other countries. Foreigners use joss stick in order to deodorant a bad smell.
OTOP is supported by Thai government in many way such as technology, market channel and capital.
To create OTOP in Bang Krachao and adapt the case study of OVOP from Japan, it will make the OTOP in
Bang Krachao successfully. OTOP can give the opportunity to make money and create job for local people.
STEP1 STEP3
STEP2
SCG is also the co-partner that help together with district attorney to promote more safety in BKC
by increasing traffic light and creating the bike lane
to be clearer in order to reduce the number of causing accident.
purify the air pollution
SCG is also the sponsor that will use the material with eco-design for BKC. and transfer it into fresh air
For the TTT, they will create the bike map and added in the website to illustrate that tourist
who wanted to come to BKC can plan their destination before visited. preserve the energy
TTT also create and renovate the website for the user
by trying to let the website in the first link when people searching for BKC. district
To bring people back to nature, attorney create the bike map
TRUE can help the BKC to purify the air pollution and transfer it into fresh air. added plan for bike route
create and renovate the website
The project of TRUE cooperation is to improve the ventilation.
OTOP
The environmental and energy conservation needs to
bike lane
be developed and improved to be more secure.
traffic light.
Chevron has a project of forest bank project,
so they can help BKC to preserve the energy.
create the furniture to be
For the IKEA, the material of IKEA mostly can be recycled easily, with a recycle material.
so it is very useful for BKC to create the furniture help together with district attorney
to be with a recycle material. to promote more safety
It can make BKC be more reserve that every material they use, increasing traffic light
creating the bike lane
also be an eco-material which is not affected the nature. material with eco-design
Also, the bird logo will stimulate children curiosity to seek out real birds
in Bang Krachao that are models for all of those birds logo goodie,
which will increase children base knowledge difference types of birds in BKC.
Brand Touchpoint :
redesign website
implement new place brand 11
12
6
Brand Touchpoint : our mascot
This poster will be install into a place where family usually like to gather such as shopping malls.
And, for the foreigner they'll see this BKC poster at popular transportation routes
such as airport,airport link, BTS and bus station.
on diseases by BMI
5.3
35.5
Hypertension 24.1
14.4
12.2
Diabetes 8.7
4.1
0 5 10 15 20 25 30 35 40
In conclusion, from these information it show that
the increasing in the number of Bang Kachao visitor
is came from the facts in Bangkok there are only 33 Sq.m. per person
100 which lower than the recommend number of 9 Sq.m. per person,
these is one of the reasons why a lot of people came to BKC.
In Bangkok have green space
105 23
83
19
11 11 only 3 sqm/person
50 5 3 2
66
50 44
%
70
60.4 Moreover, BKC can provide experience like no others place in Bangkok,
60
60.1
55.9
it filled with beautiful sceneries and unique culture.
50
46.3
40.0
40
33.3
30
23.6 23.6 23.5
20 19.0 18.1 19.8
10
0
infographic 15
11-14 years 15-24 years 25-59 years up to 60
Resources
Information of BKC
http:savebangkachao.org/
Partnership
True
http://www3.truecorp.co.th/investor/entry/1251
http://www3.truecorp.co.th/investor/entry/42
Ikea
http://www.ikea.com/ms/th_TH/this-is-ikea/people-and-planet/local-efforts/
http://www.ikea.com/ms/en_US/this-is-ikea/people-and-planet/energy-and-resources/
Chevron
http://www.chevronthailand.com/social/default.asp
SCG
http://www.scg.co.th/greenvaluechain/green-supply-chain/scg-cement/cement/cement-production/social-activities
Health
http://www.nchh.org/Portals/0/pdfs/healing-communities-and-the-environment.pdf
http://www.cmft.nhs.uk/new-hospitals-development/why-we-needed-new-hospitals
New logo and identity for the city of Mississauga ( Case study )
http://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_the_city_of_mississauga_done_in-house.php
16