Marketing Communication in the 4.0 Era to Generate Stable and Sustainable Income Case Study of the Model Community Occupation Group, Bang Pla Subdistrict, Samutprakan Province
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Abstract
Determining marketing communication is important that will result in the product being known. But it is new and difficult for house keeper's agriculturist group with modern marketing. This research to study current situation and problems with develop marketing communication tools to increase efficiency of product community and present guidelines marketing communication of the tie-dye fabric of house keeper's agriculturist group Kao Saen, Bang Pla, Samutprakan. Use qualitative research for 4 steps by indepth interviews and focus group. The key informants were the local administrators and local community leaders, leader and members of group, academics and those who come shop which is randomly sampled. The results are as follows: The group's unique products are made from natural raw materials. The problem of marketing communication is product is not yet known. Diverse marketing communication tools and lack of online media skills. The marketing communication tools that suitable are sales promotion, events and experiences, public relations and publicity, online and social media marketing, mobile marketing and personal selling. The marketing communication tool approach that affect the response of target consumers are as follows: Step 1 Aware is that it is produced from natural raw materials. By using the second step of passive advertising.Step 2 Appeal is that it is safe from chemicals by allowing influencers. Step 3 ask is that to help build a career for the elderly by having the Admin on the web responding to customer questions quickly. Step 4 Act is that the product diversification through on-time delivery. And step 5 Advocate is that product does not destroy the environment by sales promotion during special occasions.This will be a knowledge and useful member which is an elderly person who does not have the aptitude for using communication technology more approaches and ability to use online marketing communication tools.
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