Proactive Online Marketing Plan and Brand Management of “Phumthai” for Community Enterprise Group Promotion, Pang Mu Subdistrict, Mueang District, Mae Hong Son Province

Abstract

The objectives of the research are 1) to enhance marketing efficiency by transitioning from offline sales to proactive online marketing, 2) to manage the “Phumthai” brand and generate sales from an online customer base, 3) to create a proactive online marketing plan to reduce marketing costs and promote for community enterprises under the brand name “Phumithai” And 4) Find ways to prevent future marketing risks for the Pang Mu community enterprise group, Mueang District, Mae Hong Son Province. The target group comprises 35 committee members and members of the Phumthai Community Enterprise. The tool is an interview. The research follows a participatory action research approach, incorporating training sessions, online marketing plan development, and data analysis through content analysis and group engagement via meetings and discussion forums with the community enterprise group. Includes sales estimates/cost reduction before and after operations.

The research findings indicate that improving online marketing efficiency reduces costs compared to offline marketing. The study highlights the adoption of suitable online marketing tools, such as Facebook Marketplace, Line OA, and TikTok. Regarding brand management of “Phumthai” the research led to the development of two applications or platforms, a proactive online marketing plan and members training.  The brand identity was also established by emphasizing the core value of “Phumthai” as a brand that reflects Thai culture and offers high-quality products made from natural ingredients. These efforts resulted in at least a 30% increase in online sales. Regarding cost reduction and profit maximization, the findings show that the community group successfully reduced offline marketing costs by no less than 10%. The future, technology transfer initiatives were implemented, training seven members of the community enterprise in the use of applications to ensure the continuity and sustainability of the group's operations.