Developing Marketing Innovation for Dali Wang Herbal Balm in The Area Betong District, Yala Province

Abstract

This research article aims to 1) study the current situation and marketing problems of Da Li Wang herbal balm in Betong District, Yala Province and 2) develop marketing innovations Da Li Wang herbal balm in Betong District, Yala Province. Using a mixed-methods research methodology. target sample group of 400, consisting of 18 key informants. Quantitative research was conducted to collect data and qualitative research was conducted by conducting in-depth interviews using semi-structured interviews with key informants. then a focus group discussion was conducted to confirm the marketing innovation of Da Li Wang herbal balm in Betong District, Yala Province. The research results found that: 1) current situation, marketing problems Da Li Wang herbal balm in Betong District, Yala Province. most are female, aged 30-39 years. has a bachelor's degree, average monthly income of 15,001 - 20,000 baht, general laborer, and has used herbal balm products. Marketing mix data analysis results the Product, Price, Place and Promotion is at a high level. In terms of the 4Ps marketing mix, the product must have a beautiful shape, size, smell, and variety. The price should be 150-250 baht. The distribution channels include Facebook and Shopee. And in terms of marketing promotion, advertising, and free gifts. In marketing 5.0, it requires Data-Driven Marketing, Agile Marketing, Predictive Marketing, Augmented Marketing and Contextual Marketing and 2) develop marketing innovations Da Li Wang herbal balm in Betong District, Yala Province The 4Ps of Marketing Mix and Marketing 5.0 are related. Marketing must change its methods to be consistent and appropriate with the changing technologies of the era. It was found that all elements of Marketing 5.0 are related in a way that helps to enhance the potential of the Marketing Mix Theory.