Product Development and Marketing Strategy for Community Product of the Elderly Yang Noeng Support Community Group, Saraphi District, Chiang Mai Province

Abstract

This research aims to develop a product brand, packaging structure, product labeling, and laundry detergent, as well as to create a marketing strategy for the Yang Noeng Community Elderly Support Group. A mixed-methods research approach was employed. The qualitative approach involved in-depth interviews with 30 members of the elderly support group, and the data were analyzed using content analysis. For the quantitative approach, data were collected through a consumer opinion survey of 400 respondents in Chiang Mai Province and analyzed using descriptive statistics. The findings indicate that the elderly group can operate and grow sustainably if supported in marketing, packaging development, and distribution channels.  A strong correlation between brand development and consumer satisfaction were revealed as high average score. The t-test result was 35.812, which is significantly higher than the critical value at the .05 significance level. The findings from the strategic marketing plan development identified four key strategies: (1)Strength and Opportunity strategy (SO): focusing on identity and online marketing; (2)Weakness and Opportunity strategy (WO): collaborating with local communities and educational institutions; (3)Strength and Threat strategy (ST): developing production processes and personnel; and (4)Weakness and Threat strategy (WT): focusing on building networks and Voice of Customer feedback through online channels.