Developing product quality and identity of the coffee brand of Doi Chang community enterprise group.

Abstract

The article has objectives to 1) develop the quality and identity of the coffee
brand, Doi Chang Coffee Community Enterprise, Mae Suai District, Chiang Rai province,
2. promote the identity of the coffee brand Doi Chang Coffee Community Enterprise
Group, Mae Suai District, Chiang Rai province and 3 . to strengthen network partners to
enhance the coffee brand identity Doi Chang Coffee Community Enterprise Group, Mae
Suai District, Chiang Rai province. This is the qualitative research and using tools as
document and interviewing as collecting data tools. The research result found that;
1) the development of the quality and identity of the coffee brand, Doi
Chang Coffee Community Enterprise, Mae Suai District, Chiang Rai province was found that
the specific production process of Doi Chang coffee started from the planting area,
hand-picked one seed at a time and separated from the husks within 24 hours
through a wet coffee brewing process. Sun drying store and aging in a warehouse on
high ground for at least 6-8 months. Selected coffee beans that meet the standards
was roasted with world-class coffee machines “BRAMBATI” by roasting specialists and
packed in high quality foil bags with one-way valve. Doi Chang coffee was certified by
the Bioagricert Institute as organic coffee. There was a production process without
the use of any chemicals which was certified by the US Food and Drug
Administration. Registered for Geographical Indication, Doi Chang Decaf used a
caffeine extraction process known as the “Swiss Water Process” without the use of
any chemicals. When caffeine was extracted, it retained the full flavor of coffee until
was recognized and ranked No. 1 in the world.
2) The promotion of the identity of the coffee brand Doi Chang Coffee
Community Enterprise Group, Mae Suai District, Chiang Rai province found that Doi Chang
coffee was another product brand of Doi Chang, Chiang Rai province. The brand,
which was now 15 years old, positioned the brand as a premium coffee and this year
is a big move. There was a rebranding of the logo and bringing the brand closer to
the consumer through the strategy “Franchise”. The customers were able to access
the brand through Doi Chang Cafe. The franchise sales model allowed them to
expand quickly including adjusted of the brand image and modern packaging were
able to convey the brand's identity as much as possible. And
3) strengthening the network partners to enhance the coffee brand identity Doi
Chang Coffee Community Enterprise Group, Mae Suai District, Chiang Rai province through
the promotion, support and push among government agencies and the private sector
in order to make the Doi Chang coffee brand more quality.