Product and the digital marketing strategy development for Phetchaburi sesame crackers to a commercialize under the new normal Case study: Chong Sakae Sufficiency Community Enterprise Group Phetchaburi Province

Abstract

The research objectives are to 1) study the purchasing behavior and the need for digital marketing communication formats. 2) Analyze the production and marketing potential of Muang Phet sesame cracker products. 3) Develop a brand and digital marketing strategy for Muang Phet sesame cracker products to commercialize. 3) Develop a brand and digital marketing strategy for Muang Phet sesame cracker products to commercialize. Use a combined research methods between 1) qualitative research by in-depth interviews with government personnel and 8 members of the sufficiency organic farming community enterprise Use a combined research methods between 1) qualitative research by in-depth interviews with government personnel and 8 members of the sufficiency organic farming community enterprise and 2) quantitative research by using questionnaires that had passed the confidence quality check with a group of 400 prospective customers in Phetchaburi province. Computer was used to operate the data collection and processing by using content analysis and descriptive statistics. The research results found that Chong Sakae Subdistrict Sufficiency Organic Farming Community Enterprise is a source of production and distribution of sesame crackers that emphasize the identity of Muang Phet desserts. The important raw materials are palm sugar, rice flour, aromatic coconut, and black sesame. Most customers have bought or know Muang Phet sesame crackers from the store. Buy because of the quality and ingredients. Want to buy through Facebook. They buy because of saw the review. The preferred packaging is a cardboard box. The need for marketing communication tools is promoting sales through digital media, followed by using salespeople through digital media, and public relations through digital media, respectively. Created a brand called "Pan Rak" with the slogan "Every bite is delicious because it's made with love". Focus on selling to the new generation who use social channels. This strategy will help create brand awareness and selling points very well. and can increase income for entrepreneurs because the product is unique and based on the needs of the community and target customers.