Digital Transformation to Enhance the Competitiveness of OTOP Thanyanan Tie-Dye Cloth Products in Pathum Thani Province
Article Sidebar
Main Article Content
Abstract
Thanyanan tie-dyed cloth is an OTOP product of Pathum Thani Province, producing family-style clothing. The company was founded by a single entrepreneur. The entrepreneur's problems in this business include online marketing, expanding sales channels, and increasing online purchases. This research aims to enhanced the competitiveness of OTOP Thanyanan tie-dyed cloth in Pathum Thani province through the digital transformation by applying digital marketing channels with communication tools and promotional materials to create the potential to become digital entrepreneurs. The research process was divided into three phases: 1) studied the problem 2) used social media applications to develop and create marketing channels and marketing promotion materials and 3) implemented the tools for collecting data, analyzing it, and interpreting the results. The results showed that in the first phase, entrepreneurs had problems with distribution channels, marketing materials, story-telling content, and stories on packaging. In the second phase, tools designed and developed for social media applications consist of eight tools. The third phase measured the results of the implementation of all eight tools, such as the number of followers, page likes, posts reached and engagement with posts, the number of posts viewed and the number of stories read. Then, as a result, entrepreneurs had higher incomes when comparing their performance over two periods. In period 1 between February and April 2022 and period 2 between May and July 2022, it was found that revenue increased by 50% and profit increased by 48%. As a result of improved competitiveness, OTOP Thanyanan tie-dyed cloth participated in the One Tambon One Thai Product Selection Project in 2022, and the products received a 3-star certification of community product standards.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Copyright Notice articles, information, images, etc. was published in this Journal of Yala Rajabhat University is a copyright of the journal Yala Rajabhat University. If any person or deparment wants to bring all or part of it for publish or take any action. Authorization is required in written form from the Journal of Yala Rajabhat University only.
References
Barbosa, B. (2021). Young adults’ views on digital storytelling campaigns. Revista Innovar Journal, 32, 63-72.
Chaisri, S., Promsiri, S. and Rungsinan, W. (2023). Potential development of community enterpries’s entrepreneurs (Quadrant D) of Pattani province. Journal of Yala Rajabhat University, 18(1), 71-81. (in Thai).
Choodoungkiattikun, D., Chotiwong, C. and Attavinijtrakarn, P. (2022). TOP entreprise management model in marketing competitiveness. University of Thai Chamber of Commerce Journal Humantities and Social Sciences, 42(3), 34-58. (in Thai).
Deepak, K. & Pavitar, P. S. (2019). Psychological impact of a brand mascot in customer’s purchase decision. [Online]. Retrieved February 1, 2023, from: https://www.ijrte.org/wp-content/uploads/ papers/v7i6s5/F10430476S519.pdf.
Gogos, R. (2018). Build your personal brand: The definitive guide to soul-based marketing. Michigan: Independently published.
Gonzalez, R., Garcia, M. I. & Plaza, R. N. (2017). Storytelling and social networking as tools for digital and mobile marketing of luxury fashion brands. International Journal of Interactive Mobile Technologies, 11 (6), 136-149.
Glenister, G. (2021). Influencer marketing strategy: How to create successful influencer marketing. England: Kogan page.
Hennig-Thurau, T., Malthouse, E. C., Friege, C., Gensler, S., Lobschat, L. Rangaswamy, A., et al. (2013). The impact of new media on customer relationships. Journal of Service Research, 13(3), 311-330.
Jan, F. K. (2020). Customer journey analyses in digital media: exploring the impact of cross-media exposure on customers’ purchase decisions. Journal of Service Management, 31(3), 489-508.
JWA (2022). The pros and cons of creating an online personal brand. [Online]. Retrieved February1, 2023, from: https://www.josephwriteranderson.com/blog/the-pros-and-cons-of-creating-an-online personal-brand.
Kornsud, W. (2019). Organizational style changes with digital processes case stydy of a commercial bank. Research report. Thammasat University. (in Thai).
Kotler, P. (2014). Marketing management: analysis, planning, and control. Englewood Cliffs, NJ: Prentice Hall.
Knaflic, C. N. (2022). Storytelling with you: Plan, create, and deliver a stellar presentation. United States: Wiley published.
Office of the wisdom promotion and community enterprise. (2022). Result of OTOP product champion. [Online]. Retrieved January 20, 2023, from: https://cep.cdd.go.th/services/star. (in Thai).
Ouparamai, W. and Phongthananpanich, P. (2021). Digital distribution channel and digital marketing communications strategies for business in the next normal era. Academic Journal Phranakhon Rajabhat University, 12(2), 398-413.
Pantung, P. (2019). Participatory development of textile products of Ban Phu Thong community, Sukhothai province. Area Based Development Research Journal, 11(4), 331-345.
Prommaroeng, S. (2019). The elevation approach of OTOP’s foods which produced in Mae Ban Rim Rong community enterprise of Makeujae Sub-district, Muang District, Lamphun Province. Journal of Social Sciences Srinakharinwirot University, 21, 248-258. (in Thai).
Provincial community development office of Pathum Thani community development department, ministry of interior. (2022). Report of OTOP product champion. [Online]. Retrieved January 20, 2023, from: https://pathumthani.cdd.go.th/services/star. (in Thai).
Piyanusorn, P. (2022). The enhancement of skills of entrepreneurs in Prachuap Khiri Khan Province. Journal of MCU Nakhondhat, 9(12), 42-59. (in Thai).
Sanprasit, W. (2017). The success factors of OTOP. Journal of Information, 16(2), 148-158. (in Thai).
Satabodee, C. (2022). Upgrading OTOP community products by blue ocean marketing strategy for beverage products. Princess of Naradhiwas University Journal of Humanities and Social Sciences, 9(2), 178-201. (in Thai).
Stephen, B. (2019). Brand mascots and other marketing animals. [Online]. Retrieved February 1, 2023, from: https://www.researchgate.net/publication/337186447_Brand_Mascots_and_Other_ Marketing_Animals.
