INTEGRATED MARKETING COMMUNICATIONS OF HERBAL PRODUCT FROM ONE TAMBON ONE PRODUCT (OTOP) OF 5 STARS LEVEL IN EASTERN THAILAND

Abstract

           This research article of this study were: 1) To analyze the channel of marketing communication that is suitable for the customers in the each groups of consumers. 2) To look for integrated marketing communications for a herbal product of One Tambon One Product (OTOP), a 5 - star herbal product in Eastern Thailand that is suitable for entrepreneurs create an image and value as well as value added to the brand. and 3. to develop integrated marketing communication of One Tambon One Product (OTOP) of 5 - star. This research was a qualitative research use study of documents, in-depth interviews and focus group. Select purposive sampling divided into 2 groups: 1) within the entrepreneur group and 2) a group outside the organization total 10 persons.  By using analyzed content and summarized as an overview. The research results found that: 1) the marketing communication channel suitable include: 1.1) public relations, 1.2) advertising, 1.3) marketing activities, 1.4) employee sales promotion, 1.5) direct marketing, and 1.6) sales promotion. 2) The integrated marketing communication approach of the product that is suitable for the operator is Find the strength of the product and make it unique. or a clear identity and keep improving and 3) The development of integrated marketing communication of the product is create continuity and meet the needs of the target group OTOP business can use online and offline communication channels (Facebook, Instagram, website) and offline in marketing. Entrepreneurs have to use these media in a mix together. As appropriate for customer groups and should choose to invest in the media channel that gives the most profit.  By recording statistical data on costs, sales, expenses and profit in order to know the media channel that reaches the most customers.