Marketing Strategy Development of Artificial Silk Cocoon Products of Ban Khokkhid Artificial Silk Cocoon Community Enterprise, Talat Noi Subdistrict, Ban Mo District, Saraburi Province

Abstract

            This research aims to examine the potential and develop marketing strategies of artificial silk cocoon products of the Ban Khokkhid Artificial Silk Cocoon Community Enterprise, located in Talat Noi Subdistrict, Ban Mo District, Saraburi Province. The study employed participatory action research (PAR) with a total of 16 key informants from three groups: 1) a local expert in the production of artificial silk cocoon products at the Ban Khokkhid Artificial Silk Cocoon Community Enterprise and community leaders; 2) an expert in community product design; and 3) a marketing expert in community-based products. Data were collected through focus group discussions based on the PDCA quality cycle framework and verified using data triangulation. The data were analyzed using content analysis.

The research findings revealed that: 1) the artificial silk cocoon products of the Ban Khokhid Artificial Silk Cocoon Community Enterprise possess strong potential and opportunities for business sustainability, leading to the decision to expand production; and 2) marketing strategies were developed to position the products as natural, diverse community items with innovative, attractive, and modern designs suitable for contemporary use. A new product line “dairy cow–patterned artificial silk cocoon dining set” was created. The dairy cow pattern reflects the local identity of Saraburi through the use of silk cocoons dyed black with ebony fruit.