International E-Conference on Engineering, Technology and Management - ICETM 2020
Author(s) : ARDCHAWIN JAIKAEW, MANOP CHUM-UN
The objective of this participatory action research aimed to study and analyze sesame production and marketing and to create and develop appropriate sesame product marketing strategies based on the supply chain of Ban Pang Moo Healthy Sesame Group. It was conducted by surveying phenomenon, in-depth interviews as well as focus group. The sample included 30 sesame villager producers of Ban Pang Moo Healthy Sesame Group. The findings revealed that most sesame growing areas belonged to agriculturalists, the cultivated used local black sesame stored from previous years, most of the laborers were from the family, and almost all the products were sold to the middlemen who determine the prices. The study of the appropriate marketing strategies found that the product strategies must build confidence to consumers with the identity of the local sesame seeds, and the competitive position was safe production and had the health benefits under the family brand. Price strategies in the general market segment set a low price, but the prestige pricing was for the niche market. As the distribution channel strategies, the intensive distribution was throughout the general market segment and selective distribution in niche markets through online and offline channels, and formed a cooperative group to create bargaining power in marketing. As marketing promotion strategies, the group applied product storytelling, point-of-purchase, participating in trade fairs to build strategic alliances and networks under fair trade concerning society and environment.