The Marketing Plan for Plastic Woven Bag by Koh Kret Housewife Group, Nonthaburi

Abstract

The research aimed to study the marketing plan and product development for plastic woven Bagby Koh Kret housewife group, Nonthaburi. This research was mixed-method approach: qualitative and quantitative research design. The samples were 406 female students and first jobbers, aged 19-25 years, Bangkok – Nonthaburi who were interested and bought bags at least 1-2 times a year. There were 6 and 400 subjects in the interview and questionnaire groups respectively. The instrument was an In-depth interview and online questionnaire. Through Customer Journey Map, and an Online Questionnaire, the researcher developed the plastic woven Bagby and designed marketing plans under the HANDIBAG brand. A Crossbody bag in cream colors, PU artificial leather, and plastic material, 1,000-1,500 baht including delivery, distributed via Facebook. Through testing the actual marketing plan, found that the presentation of the product with pictures and descriptions, and a discount of 10-90% increased the interest of the target audience The audience was better and the target was bigger if the influencer who had a taste similar to the target audience offered for-sale products. However, the products should be planned for marketing on other platforms to improve and build brand visibility.