THE DEVELOPMENT OF PRODUCT LABEL AND MARKETING COMMUNICATION FOR THE GREEN POWER COMMUNITY ENTERPRISE

Abstract

Introduction:This research entitled the Development of Product Labels and Marketing Communication for the Green Power Community Enterprise is part of the Rajabhat University Strategic Project for Local Development under the fiscal year 2025, conducted by the Faculty of Management Science, Bansomdejchaopraya Rajabhat University. The aim was to enhance the appeal of the enterprise’s product. The research team conducted fieldwork to assess the needs of the Green Power Community Enterprise, located at the 102^nd Signal Battalion, 1^st Signal Regiment, Kampaengpetch Akkarayothin Military Camp, Suan Luang Subdistrict, Krathum Baen District, Samut Sakhon Province. Objective: 1) develop the prodct label of the citronella mosquito repellent spray produced by the Green Power Community Enterprise; and 2) to improve the marketing communication of the product. Methods: In-depth interviews and focus group discussions were employed. Results: the enterprise desired a label design that was more modern, unique, and clearly informative, particularly regarding the ingredients, price, and location of the enterprise. Four label designs were developed for selection. The enterprise chose designs numbers 1 and 2 and requested a combination of both for the final version. The final product label was developed using green as the primary background color, which represented the official color of the Royal Thai Army, under the product name “Green Power.” The front panel of the label featured graphical elements, including illustrations of lemongrass and a mosquito, to visually convey the product’s natural composition and intended function. The back panel provided essential information, including instructions for use, safety warnings, ingredient details, the production and distribution address, the community enterprise registration number, the provincial seal of Samut Sakhon, the official seals of Kampaengpetch Akkarayothin Military Camp, the official seals of Bansomdejchaopraya Rajabhat University, and the official seals of Faculty of Management Science. The integration of these elements enhanced the product’s recognizability and reinforced its identity as a citronella-based mosquito repellent spray. The improved label design supported more effective marketing communication, strengthened product recall, and contributed to expanding market visibility while generating customer interest consistent with the needs of the Green Power Community Enterprise.