THE DEVELOPMENT OF MARKETING STRATEGIES TO INCREASE THE COMPETITIVENESS OF TRADITIONAL PLA SAI UAN PRODUCT OF ENTREPRENEURS IN NAKHON SI THAMMARAT PROVINCE

Abstract

The objectives of this research were to: 1) Study the market potential and consumer behavior regarding Pla Sai Uan products within and outside Nakhon Si Thammarat Province, 2) Develop marketing strategies, and 3) Develop marketing channels for Pla Sai Uan entrepreneurs in Nakhon Si Thammarat Province. This study employed qualitative research methodology. The first group of key informants comprised 18 Pla Sai Uan business entrepreneurs from 11 groups, while the second group consisted of target consumers. In-depth interviews were conducted with 20 target consumers selected through purposive sampling. The collected data was utilized to develop marketing strategies and channels through participatory community focus group processes. The findings revealed that: 1) The primary target market for Pla Sai Uan products in Nakhon Si Thammarat Province consists of married women who are primarily responsible for food preparation in their households, 2) The main challenge faced by Pla Sai Uan manufacturers in Nakhon Si Thammarat Province is consumer perception, where consumers either lack awareness of the product or associate it with non-standardized food production, necessitating improvements in business image and communication, 3) Business opportunities emphasize the product's distinctive characteristic of intense flavor. The developed marketing strategies include: 3.1) Market segmentation, targeting, and product positioning, 3.2) Brand building and communication strategies, and 3.3) Content marketing, encompassing both brand-aligned content creation and channel-appropriate formatting, with marketing channels developed primarily through social media and retail outlets.