กลยุทธ์การใช้บรรจุภัณฑ์เป็นเครื่องมือ ในการสื่อสารการตลาดของขนมขบเคี้ยว / นฤมล ทองเจริญชัยกิจ = Snack packaging strategies as a tool in marketing communication / Narumol Thongcharoenchaikit
The study was aimed to find out the snack packaging strategies implemented by the Agricultural Housewife Group who produced snack from preserved local Thai fruits. Methodology used in the study was selective interview conducted by interviewing with 11 groups of Agricultural Housewife Group in Rayong and another 11 groups of Women Agricultural Association in Chantaburi. The result showed that the member of the group is between 11-22 people with the capital money between Baht 5,001-10,000. Income per month is between Baht 4,001-6,000 and the return on investment ratio is more than 75%. Durian is the most popular raw material used (40.91%) due to its highest return on investment. Snack made by pasteurized process is the most popular practice (54.54%). Mainly a leader and members of each group are responsible to handle and manage the distribution channels which mainly are at the member’s accommodation, local exhibitions and seminars (90.91%). Their customers are both local people and visitors from other provinces. There are 3 major factors determining packaging strategies consist of manufacturers, distribution channel and consumers. Packages as a tool in marketing communications are illustrated as follows. ■ Using colors design and create attractive packages and labels to communicate with consumers in terms of attitude and feelings. ■ Using name/logo of the government agency as their promotional m essage in order to create some trusts from customers. Only 9.90% used brand name as a tool whereas only 13.64% used logo design but use of both name/logo was 45.45%. ■ Identifying details as required by the law and regulatory ; Product name (86.36%), Manufacturer (100%), Date of manufacture (22.73%), Expiring date (9.09%), Ingredients (9.09%), Weight (40.91%), Price (36.36%), and Foreign language (9.09%). ■ Using “Good taste, clean and hygienic product” as the slogan or advertising message was found to be 63.64%. ■ Applying and printing well-known or sight-seeing sites in the domestic area on the package in order to memorizing the brand was found to be 22.73% and designing packages as gifts or souvenirs for receivers showed 27.27%. However, the finding shows that only 9.09% of the total packages have their own brand name and logo. Moreover there are no details of instruction/usage, process, mark of Thai FDA (Or.Yo), barcode and caution occur on any snack packages. These findings indicate that those missing details should have been considered and implemented to develop snack package before entering into the modern trade.