OTOP Product Champion Case Study

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2.2.1 Marketing campaign Traditionally, the OTOP products are actually the products that are made to use for the producer’s own purpose or to exchange, barter or sold to a neighbor. Additionally, the products are basically made from the local resources and ingredients, which are easily found in the surrounding areas. Moreover, the products are mostly produced during free time, after farming or housework. Therefore, the demands of the product are basically based on the production ability rather than the demand for the clients (Thai embassy, Singapore, n.d). Since, the OTOP products are made by the local citizens and from the local resources, the Government have discussed the issued that it is not easy to market those products to the international…show more content…
In order to ensure the quality of the products were in appropriate to be selling in shops. As the result, OTOP product champion was came up to ensure that the products were qualified. 2.2.1.2 OTOP product champion OTOP product champion (OPC) is a ranking system of products (Five starts system), which based on the purpose of the products, quality and satisfaction. The National OTOP committee established this ranking system in 2002. OTOP stars champion is one of the successful OTOP campaigns. The purpose of this campaign is to encourage the producer to upgrade their products. As the result, the product will be able to enter both domestic and international. Additionally, this will also increase the country export revenue as well. Products are selected for OPC ranking based on following criteria: • Exportable products • Continuous and consistent products • Standardization of…show more content…
One of the most successful ways of promoting the product is running the trade fair, where selling the five stars products. Meanwhile, the producer could learn from each other to another improvement, in or der the share the market, which demand is in very high especially in the international marker. In 2015, the community develop department is running two exhibitions called “The OTOP to the town fair “ and “the TOP Thai innovation fair” these two event will be merging in to one site, estimating at least 20,000 visitor and more than 300 million bath during the event. (National news bureau of Thailand (NNT), Government public relations department, 2015) This event aims to introduce the OTOP products from all regions in Thailand to local people and business sectors. There will be 400 producers with their high quality products. Thus, this market strategies are in a long due to the government is aiming the produced to have the permanent the marketplace to carry out the products internationally. Furthermore, the government is also trying to reduce the assist at the same in or der the communities could stand by themselves without any assisting from
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