A Study of Product Development Model and Digital Marketing Promotion for Thai Clay Artificial Kan Krao Flowers by Elderly Group for Creating Sustainable Career

Abstract

      The objectives of this study were: 1) to examine the context of the group producing artificial Kan Krao flowers from Thai clay in Nai Mueang Subdistrict, Mueang District, Nakhon Phanom Province; 2) to develop product designs of artificial Kan Krao flowers from Thai clay for the elderly group; and 3) to promote digital marketing strategies suitable for the artificial Kan Krao flower products created by the elderly group. The study sample consisted of 10 participants. Data were collected through informal interviews and focus group discussions and analyzed using descriptive statistics and content analysis. The research results revealed that: 1) The Thai clay artificial Kan Krao flowers group was founded in 2018 and consists of 10 female members aged 64-66 years. The members are retired civil servants who are skilled in handicrafts; 2) In terms of product development, the elderly group members select production materials using natural dyes instead of synthetic dyes. They design new products to expand their customer base. They develop environmentally friendly and biodegradable packaging, aligning with the concept of environmental protection and promoting the transfer of local knowledge and wisdom to the new generation for sustainable product development; and 3) In terms of digital marketing, the group has expanded its distribution channels through online platforms such as Facebook pages, live streaming on various platforms, and LINE, as well as using Instagram to showcase products and inspire customers. Access to these digital channels has enabled the elderly group to effectively expand their customer base and reach new target customers.