Promotional Strategy of Ban Khuan Khey Rad Coffee Group, Hat Yai, Songkhla

Abstract

          This article aimed to study the promotional strategy of Ban Khuan Khey Rad Coffee Group, Patong subdistrict, Hat Yai district, Songkhla province. It was a qualitative study. The data collection methods covered general observation, in-depth interview, and brainstorming. Fieldwork duration was 15 months (May 2021 – October 2022). The research key informants were 40 persons recruited by purposive sampling. The research findings were derived by conventional content analysis and triangulation method. This article scrutinized that Ban Khuan Khey Rad Coffee Group has adopted 2 models of promotional strategy: pull and push strategy. However, push strategy was highlighted as it produced more effectivity. Push strategy was to push coffee products to the coffee shop as gatekeeper to the final consumers. Key activities for developing its push strategy were 1. Product storytelling building, 2. Product development to supply the need of targeted coffee shop, 3. Sales promotion through marketing promotional communicator, 4. Developing entrepreneurship skills for locals interested in operating a street coffee shop. Research utilization for social benefits were as follows (1) Strengthening community enterprise groups by integrating long-term cooperation with higher education institutions in the area, (2) highlighting sustainability for community enterprises by building internal supporting networks and mechanisms, (3) Promoting sustainable agriculture and value creation for products from such sustainable agriculture.