A Study of Product Development and Marketing Promotion of the Center for Community Enterprise the Organic Guava of (Ban Takhro) to Expand Market to the New Target Groups

Abstract

This research studied 1) To develop products of organic guava community enterprises to be more attractive and respond to the new target groups 2. To promote marketing in new products of the Organic Guava Community Enterprise.It is a participatory action research (Participatory Action Research), a questionnaire, an interview form semi-structure And focus group discussion with a specific sample selection (purposive selection) is Organic Guava Community Enterprise Group (Ban Takhro) Moo 1 KhaoDin Sub-district  Kao Liao District Nakhon Sawan Province 15 people and interested groups /customers There was a demand for organic guava products of the Organic Guava of (Ban Takhro) from interested parties/customers totaling 40 people. Statistics for analyzing data By finding frequency, percentage, mean and standard deviation. and descriptive narration.

The results, it was revealed that there are 4 steps in the product development approach 1) Product information planning 2)product selection for development and promotion 3)process and production process development 4) packaging and label development has been developed for 3 products namely 1) Guava with salt and shrimp paste 2) Roasted guava with three flavors 3) Organic guava juice which in addition to product development in order to increase the group's income, therefore the carrying out the marketing promotion activities, public relations that can create a variety of distribution channels, it can be divided into offline marketing promotions such as signage, logos, and trade fairs at various agencies' promotional fares, and tourism activities. Online Marketing Promotion Activities, these were training activities to educate members and entrepreneurs who were interested in online marketing to encourage, and support the group to transfer products and services through planning, supporting, and product designing to produce mass media for further public relations.