The Development of Distribution Channels and “Duri” Bags Branding of Peace Farmer Housewife Group Community Enterprise of Wang-Paya, Raman District, Yala Province

Abstract

The objective of this research was to develop of distribution channels and “Duri” Bags Branding for pandan weave bags of peace farmer housewife group community enterprise of Wang-Paya Raman district, Yala province. It was a research and development study. The data collection was performed by focus group, development operation, and in-depth interview of related target group parties including entrepreneurs, middlemen, customers, and specialists in online marketing totally 12 people, with the various age, occupation, and location. The results of the research indicated that 1) The development channels “Duri” Bags: business situation has performed the strengths of unique color and style. Additionally, it won the best innovation award. There was a fairly high price, with production instability, and delay weakness. Opportunities should be supported by government departments, including abundant Pandan materials in this district. The obstacles on competitors with weave bags were available to be bought and a lower price. In terms of economic downturn and the Covid-19 situation, the target clients were concentrated in working women aged 30-65. In upper-middle class have appreciated quality weave bags and different identities. The development channels “Duri” Bags were recognized through platform of Facebook page, YouTube, Instagram, LINE; and 2) “Duri” Bag Branding with market positioning has focused on “color and style identity” through 6 tools of integrated marketing communications as follows: advertisement, sales promotion, event marketing, public relations, and personal selling. Pandan weave bags under the “Duri” brand were better known and accepted. The average has been increased from previous sales with 125%.