INTEGRATED MARKETING COMMUNICATION FOR THE PROMOTION AND DEVELOPMENT OF COMMUNITY PRODUCTS OF WOMEN'S OCCUPATIONAL GROUPS IN CHANTHABURI PROVINCE

Abstract

Introduction: Chanthaburi Province is a strategically significant economic region with abundant cultural and agricultural resources. Women's occupational organisations are the primary forces propelling the grassroots economy and safeguarding traditional knowledge. However, because the majority of these women's occupational groups are older or middle-aged, they suffer adaption issues in the digital era and lack current marketing communication abilities. Objectives: 1) to study the characteristics of the patterns of marketing communication of women's occupational groups in Chanthaburi Province; and 2) to develop and produce marketing communication media for these groups. Method: This study employed a qualitative research methodology. Data were collected through in-depth interviews and participant observations with 12 purposively selected participants, including 3 representatives from key women’s enterprises (Jao Phupa Women’s Community Enterprise, Ban Khao Noi Women’s Occupational Group, and Plai Khlong Housewives’ Agricultural Group) and 9 young generation. Results: The conventional communication method emphasised human networks, lacked digital continuity, concentrated solely on usefulness, and lacked distinction. As a result, the researcher created a new multimedia format that emphasises creative storytelling via community spirit, changes the media tone to be pleasant and welcoming, and employs a minimalist modern design. The test findings indicated that the target group was highly pleased with the new image. Conclusion: Creating unique marketing materials that cater to the interests of the younger generation has the potential to raise community products to a premium level while also efficiently bridging the digital communication gap for female professional organisations.