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Phayao Province is a significant region for Nile tilapia aquaculture, particularly in Ban Tum Subdistrict, Mueang Phayao District, which hosts around 2,000 tilapia ponds and around 400-500 fish farmers. Nevertheless, tilapia cultivators have been significantly impacted by the COVID-19 epidemic. The processing of tilapia products has emerged as a method to assist farmers in Phayao Province.
The Phayao Wellness Community Enterprise, situated in Dok Khamtai Subdistrict, Dok Khamtai District, Phayao Province, initially focused on the production of Northern Thai pork sausage (Sai Aua). In response to the increasing trend of health-conscious consumers, they commenced the development of a tilapia-based fish sausage recipe in 2021.
The Northern Thai fish sausage made from Nile Tilapia (Sai Aua Pla Nil) measures roughly 9-10 inches in length and weighs about 110 grams per unit. During the initial phase, the community generated 2,880 units annually, retailing at 40 THB per unit, utilizing around 216 kilos of tilapia per year. This facilitated the generation of an average monthly income of 3,060 THB for local fish producers. Nonetheless, the product encountered quality deficiencies, such as variations in color, size, fragrance, and flavor, along with inadequate packaging and a limited shelf life.
This study aims to enhance the quality of Sai Aua Pla Nil manufactured by the Phayao Wellness Community Enterprise, guaranteeing that its flavor, form, hue, and dimensions more closely correspond with consumer preferences. The study also emphasizes enhancing packaging and formulating marketing methods to boost sales.
Transformation Process
This study employs Action Research to enhance product quality and innovate marketing management through the following steps:
1. Community Context Study and Data Collection
o Conducting small group discussions and in-depth interviews to analyze community potential and improve product quality and packaging.
2. Innovation in the Production Process
o Modifying the Sai Aua Pla Nil recipe by using collagen casing instead of pork casing to reduce production costs and improve product quality.
3. Market Strategy Development
o Conducting a market survey of Sai Aua Pla Nil producers in nearby areas.
o Developing new packaging, branding, and sales channels.
Research Findings
The improved production process led to several positive outcomes:
· - Consistent Quality: Using collagen casing resulted in uniform sausage sizes, reduced casing toughness, and lowered production costs by 6.18% per unit.
· - New Branding and Packaging: The product was rebranded under the name "Hia Jieb – Anything is Delicious", increasing consumer awareness and sales.
· - Economic and Social Impact:
o Economic Impact: The community enterprise was able to produce high-quality, cost-effective Northern Thai Tilapia sausage at the same consumer-friendly price, leading to a 200% increase in sales revenue. Moreover, the demand for tilapia among local fish farmers increased.
o Social Impact: The knowledge of producing Sai Aua Pla Nil was shared within and beyond the community, creating job opportunities and promoting Sai Aua Pla Nil as a signature product of Phayao Province.
Conclusion
This research demonstrates that improving product quality and marketing management can effectively add value and boost sales of community-based products. Enhancements in the production process, packaging, and branding have made Sai Aua Pla Nil from the Phayao Wellness Community Enterprise more desirable to consumers. Additionally, the project has yielded significant economic and social benefits for the local community in Phayao Province.
Citation
Sawatsuk, B. ., Jandaeng, P. ., Passorn, S. ., Wutthinithisanand, N., Jompa, S. ., & BuddhavarotPhol, W. . (2023). Increasing Value of Sai Aua Pla Nil Products of Phayao Wellness Enterprise Group in Dokhamtai Subdistrict, Phayao Province. Area Based Development Research Journal, 15(4), 314–326. retrieved from
https://so01.tci-thaijo.org/index.php/abcjournal/article/view/267728/175508
