Strategy and Development Alternative Marketing Communication for Processed Tilapia Products of Farmers’ Group in Nakhon Pathom Province

Abstract

The article aimed to develop: 1. the components of processed Tilapia products for farmers’ groups in Nakhon Pathom province; 2. marketing channels for the processed Tilapia business of farmers’ groups in Nakhon Pathom province; and 3. a marketing communication strategy for processed Tilapia products of farmers’ groups in Nakhon Pathom province. The research was conducted with a qualitative approach. The instruments for collecting data were in-depth semi-structured interviews, participant observation, brainstorming, and a community forum. The research site was Saeng Thong Agricultural Community Enterprise, Mueang Nakhon Pathom District, Nakhon Pathom Province. The sample consisted of 42 key respondents. They were randomly selected. The data were analyzed using descriptive statistics and content analysis. The research results were as follows: 1) According to the first research purpose, the component development of processed Tilapia products of the farmers’ group was found. The application of local wisdom in the development of community products to respond to alternative markets can be divided into two types: namely, sun-dried butterfly Tilapia and boneless Tilapia; 2) according to the second research purpose, there were direct and indirect distributing channels; and 3) according to the third research purpose, the alternative market model consisted of intra-community markets, flea markets, inter-community markets, and online markets. The three communication strategies were: (1) strategies related to messengers, which were strategies of influencers; (2) strategies for creating messages; and (3) strategies for using media.

The research findings were the knowledge of communication strategies and the development of alternative marketing communications for processed Tilapia products. Therefore, this results in benefits for the self-reliant community's economic development.