The Value-Added Approach of Development of Product Upgrades for Chili Pepper Growers in Ban Yang Nam Klat Nuea Community, Yang Nam Klat Nuea Sub district, Nong Ya Plong District, Phetchaburi

Abstract

The purposes of this research were to 1) make a SWOT analysis of marketing mix of Baan Nam Yang Klad Nuea’s community product, and 2) develop Phrik Phran, chili, of Baan Nam Yang Klad Nuea’s community product in Nam Yang Klad Nuea sub-district, Nong Ya Plong district, Phetchaburi province. The qualitative study was used by making interviews with key informants on the studied issues who were 20 members of the Phrik Phran, chili, growers group, community leaders, representatives from government agencies and private sectors. The results of the study found that 1) from the SWOT analysis of marketing mix of Baan Nam Yang Klad Nuea’s community product: the Strength point was the product has its uniqueness, quality, and low cost of production. However, the Weakness point was the product is not yet in line with market demand, there was no standard set of price and a trademark, consumers did not know the source of purchase and could not procure it, the demand for manufactured products could not meet the needs of the consumers, inadequate distribution channels and no budget for advertising. The Opportunity was to develop a knowledge network from the meeting of experts and people who were related to the product, also, workshops were organized to create knowledge of product processing to the community. And the Threat was that the product was still unable to be communicated to the target market in order to promote marketing. 2) the approach to the product development was to transform the chili, Phrik Phran, into 2 herbal products for health such as massage oil and compressed ball and there was product design, packaging, pricing and public relations media which were created in order to add value to Phrik Phran product.