Creative Marketing and Packaging Development for Banana-Based Products: A Case Study of the Organic Farming Community Enterprise ‘Fungkajorn Garden’, Bueng Cham O Subdistrict, Nong Sua District, Pathum Thani Province

Abstract

This Research Article study therefore aimed to (1) examine the context of the Fungkajorn Organic Farming Community Enterprise in Bueng Cham O Subdistrict, Nong Sua District, Pathum Thani Province, (2) investigate the problems and needs related to the creative marketing and packaging development of banana-based products, and (3) develop creative marketing packaging consistent with the community’s context. The study employed a qualitative research approach, with the target group being members of the Fungkajorn Organic Farming Community Enterprise. Data were collected through interviews and focus group discussions using both primary and secondary sources, and analyzed according to the research objectives. The in-depth interview findings indicated that the community’s sun-dried banana products were of high quality and had received national certifications such as Q Standard, OTOP, and FDA approval. However, the existing packaging lacked visual appeal and the products had limited distribution channels. Results from interviews and focus groups revealed three major areas of need: packaging design, marketing strategies, and distribution channels. The packaging development focused on aligning with the local community’s identity and responding to identified problems and needs through the application of a creative marketing approach, integrating local wisdom, symbolic design principles, and participatory communication. These results showed that 90 percent of consumers reported that the new packaging reflected naturalness and enhanced their confidence in product quality. Moreover, the redesigned packaging and creative marketing strategies have become a model for neighboring community enterprises seeking to develop their own product labels and branding.