GUIDELINES FOR INTEGRATED MARKETING COMMUNICATION OF THE PHIBUN DAENG INDIGO-DYED MUDMEE WEAVING GROUP, BAN DAENG SUBDISTRICT, PHIBUN RAK DISTRICT UDON THANI PROVINCE

Abstract

This research addresses the critical marketing challenges faced by the Phibun Rak Red-Indigo Mudmee Weaving Group, a community enterprise in Udon Thani, Thailand, renowned for its unique natural dyeing techniques. Despite its high-potential cultural product, the group relies on traditional, ineffective marketing methods (e.g., word-of-mouth) and lacks a formal digital presence, hindering its growth in the modern market. This study aimed to (1) analyze the group's current marketing communication state and (2) develop a suitable Integrated Marketing Communication (IMC) strategy. A qualitative research methodology was employed, gathering data from group members, marketing experts, and consumers through in-depth interviews and focus groups. The findings revealed a "static and traditional-reliant" approach, characterized by a lack of official online channels, inconsistent messaging (using personal Facebook accounts), and a failure to communicate the product's unique story. Based on these findings, the "C-R-E-A-T-E" strategy was developed, focusing on Content (C), Reach (R), Experience (E), Accelerators (A), Training (T), and Evaluation (E). This study provides a practical, actionable framework for community-based enterprises to leverage IMC, establish a credible digital identity, and enhance their competitiveness.