Indigo Dyeing Product Development and Marketing Promotion of Indigo Dyeing Products of Natural Dyeing Weaving Group at Ban Phanna, Phanna Sub-district, Sawang Daen Din District, Sakon Nakhon Province

Abstract

The objectives of the research on indigo dyeing product development and marketing promotion of the Natural Dyeing Weaving Group at Ban Phanna, Phanna Sub-district, Sawang Daen Din District, Sakon Nakhon Province, were to study the indigo dyeing product development of the Natural Dyeing Weaving Group at Ban Phanna and to study its marketing promotion of the indigo dyeing products. The sample were divided into 3 groups, including 4 members of the Natural Dyeing Weaving Group at Ban Phanna, 4 local government officers and 12 people from the group of entrepreneurs and consumers in Sakon Nakhon Province. The researcher used the Semi-Structured Interview (SSI) as a data collection tool and the Analysis Description in presenting the research results.
The study results showed that the indigo dyeing product called “Lai Kab Pran” is more popular among the entrepreneurs and consumers in Sakon Nakhon Province. This is a newly applied fabric pattern that the researcher has invented which was inspired by “Khan Mak Beng” concept. The Khan Mak Beng pattern is a banana leaf bush decorated with fresh flowers that is used as a flower tray in Buddhism rite. The researcher also designed new packaging in order to add more value to the products.
In terms of marketing promotion of indigo dyeing products, it was found that most of the marketing promotion activities organized by the government are annual events, for example, Ruam Nam Jai Tai Sakon Fair, Prasat Phueng Parade, OTOP City Fair, and Pracharat Market, etc. Therefore, the distribution channel through social media such as Facebook was added, under the name “Kham Kram Organic Weaving Indigo”, because Facebook has the most users in the world. The researcher has also made annual plan to make the page more attractive. In addition, the researcher asked the influencers to wear products from the group and bought advertising from Facebook to promote the page. As a result, more people like, follow and share the page; it shows that there are more viewers and followers of the page. This is another channel of marketing promotion.