Development of Drip Coffee with Macadamia Oil through Creative Marketing Communication Strategies: A Case Study of Doi Luang District Chiang Rai Province

Abstract

           This research aimed to develop macadamia oil drip coffee products and create added value through creative marketing communications for the Phu Khao Luang Coffee Community Enterprise in Doi Luang District, Chiang Rai Province. A mixed-method research approach was employed, employing both quantitative and qualitative approaches. The research instruments included in-depth interviews, questionnaires, and focus group discussions. The research process began with studying the community context and developing a macadamia oil drip coffee recipe. Branding and packaging designs reflecting local identity were analyzed, cost and pricing were determined, and creative marketing communication strategies were developed via digital media. The results of the study resulted in the development of a macadamia oil drip coffee recipe and a prototype branding and packaging design. The production cost was 39.78 baht per sachet and the selling price was 150 baht. The break-even point was 25 sachets. The survey results showed that consumers had the highest level of opinions on overall marketing factors, prioritizing nutritional value, value for money, convenience in purchasing, and the availability of educational videos via social media. Keywords: macadamia drip coffee, creative marketing communications, community enterprise, Chiang Rai