Marketing Communications and Brand Strategy Development to Promote Environmentally Friendly Agricultural Products to Consumers
Keywords:
marketing communications and brand strategy, environmentally friendly agricultural products, organic vegetableAbstract
This study developed a marketing communications and brand strategy platform for agricultural products that were environmentally friendly, starting with organic vegetables. The research used the mixed methods research methodology, which includes the in-depth interview with a total of 28 academics, marketers, distributors, farmers and consumers, as well as the survey data from 400 respondents who consumed agricultural products that were environmentally friendly in Bangkok. In the second phase data was collected from two workshops to develop the marketing communications and branding strategy. From the first phase, by using cluster analysis, the consumer were divided into three groups: health conscious and interested in marketing communications group; convenience and understand in benefits group; and elderly, who were concerned about products’ quality, family and health. The second phase of the research yielded the creation of from Heart to Health platform, which was defined as the sharing of goodness from farmers to consumers encouraging sustainability. The marketing communications strategy was developed into four stages which were: 1) create awareness about the commitment to grow quality standard vegetables for consumers; 2) get consumers to consider that organic vegetables can be used to make a variety of dishes; 3) create engagement within the community in the various sales channels including recommending other consumers to buy the products and 4) repeat purchase of organic vegetables from the community.
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