CUSTOMER CO-CREATION MARKETING IN THE DIGITAL ERA: A CASE STUDY OF KRU PENSRI CANDY

Abstract

This research examines the phenomenon of brand value co-creation. The objectives to 1) study the brand value co-creation of Kru Pensri candy, and 2) analyze the components of co-creating brand value for Kru Pensri candy. The study involves document analysis of materials related to the co-creation process through digital content marketing, including electronic documents, online news, academic articles, business articles, project presentations, and social media listening across all platforms, covering all types of content from databases spanning from 2017 to 2024. The researcher employed purposive sampling by requesting relevant documents from the company and selecting documents from electronic databases such as PubMed, Medline, SCOPUS, thesis databases, and search engines, using the keyword "co-creation of value." The data were analyzed in detail and compared to formulate questions for in-depth interviews with key informants from WOPE Co., Ltd., categorized into two groups: Group 1 consisted of executives, and Group 2 consisted of production teams from the business development departments of Workpoint Entertainment Public Company Limited and WOPE Co., Ltd., totaling 12 participants. Semi-structured questionnaires were used for the interviews. The collected data from both methods were recorded and analyzed using content analysis. The findings were compared from the perspectives of each key informant and summarized through descriptive writing to explain the research findings based on the study's objectives and research questions.

The research findings revealed that 1) the co-creation strategy for Kru Pensri candy focuses on consumer feedback and public reception, which sparked the co-creation process. This led the brand to evolve from product attributes to co-creating value under the Kru Pensri candy brand, and 2) the key components of this co-creation process include collaborative design, teamwork, error correction, and presentation, all of which contribute to the development of Kru Pensri candy products. The co-creation approach is driven by consumer preferences, enabling understanding from multiple dimensions through modern digital marketing communication.