6

Technology and Livelihood Education

Agri-Fishery Arts
Module 15: Marketing Raised or
Cultured Fish

CO_TLE-AFA6_ Module 15
TLE – Agri-Fishery Arts – Grade 6
Alternative Delivery Mode
Module 15: Marketing Raised or Cultured Fish
First Edition, 2020

Republic Act 8293, section 176 states that: No copyright shall subsist in any work of
the Government of the Philippines. However, prior approval of the government agency or office
wherein the work is created shall be necessary for exploitation of such work for profit. Such
agency or office may, among other things, impose as a condition the payment of royalties.

Borrowed materials (i.e., songs, stories, poems, pictures, photos, brand names,
trademarks, etc.) included in this module are owned by their respective copyright holders.
Every effort has been exerted to locate and seek permission to use these materials from their
respective copyright owners. The publisher and authors do not represent nor claim ownership
over them.

Published by the Department of Education

Secretary: Leonor Magtolis Briones
Undersecretary: Diosdado M. San Antonio

Development Team of the Module

Writer: Mary Hazel I. Atido
Editor: Marivic D. Dingcong, Reynaldo P. Evangelio, Aljon G. Nueva España
Reviewers: Mylene D. Lopez
Allene Garth Fernandez
Illustrator and Layout Artist: Jarrett Irvin C. Gayosa, Leomar G. Paracha
Management Team: Ramir B. Uytico
Pedro T. Escobarte, Jr.
Elena P. Gonzaga
Donald T. Genine
Reynaldo G. Gico
Michell L. Acoyong
Grace T. Nicavera
Mylene D. Lopez
Reynaldo P. Evangelio
Jarrett Irvin C. Gayosa
Helen Grace S. Poderoso
Printed in the Philippines by ________________________

Department of Education – Region VI

Office Address: Duran St., Iloilo City
Telefax: (033) 336-2816; (033) 509-7653
E-mail Address: region6@deped.gov.ph
 6
Technology and Livelihood Education

Agri-Fishery Arts
Module 15: Marketing
Raised or Cultured Fish
Introductory Message

This Self-Learning Module (SLM) is prepared so that you, our dear

learners, can continue your studies and learn while at home.
Activities, questions, directions, exercises, and discussions are
carefully stated for you to understand each lesson.
Each SLM is composed of different parts. Each part shall guide
you step-by-step as you discover and understand the lesson
prepared for you.
Pre-tests are provided to measure your prior knowledge on lessons
in each SLM. This will tell you if you need to proceed on completing
this module or if you need to ask your facilitator or your teacher’s
assistance for better understanding of the lesson. At the end of
each module, you need to answer the post-test to self-check your
learning. Answer keys are provided for each activity and test. We
trust that you will be honest in using these.
In addition to the material in the main text, Notes to the Teacher
are also provided to our facilitators and parents for strategies and
reminders on how they can best help you on your home-based
learning.
Please use this module with care. Do not put unnecessary marks
on any part of this SLM. Use a separate sheet of paper in answering
the exercises and tests. And read the instructions carefully before
performing each task.
If you have any questions in using this SLM or any difficulty in
answering the tasks in this module, do not hesitate to consult your
teacher or facilitator.
Thank you.

ii CO_TLE-AFA6_ Module 15
 What I Need to Know

Fish farming is one of the biggest industries in the Philippines. As an archipelago

surrounded by many bodies of water, the country is rich in natural resources making
fish farming suitable and viable source of livelihood for many Filipinos.

This module will teach you the importance on how to manage marketing of fish being
raised or cultured.

After going through this module, you are expected to:

1. discuss the indicators for raising or capturing fish;

2. demonstrate skills on raising or capturing fish;
3. prepare marketing strategy by asking help from others or by using
internet;
4. market fish raised or captured;
5. compute the income earned from marketed product
(Gross Sales – Expenses = Net Income); and
6. prepare plans for expansion of fish raising or culturing venture

What I Know

In this activity, you are tasked to answer questions of what you have already
known about marketing fish being raised or cultured.

I. Directions: Read the statement carefully and choose the letter of the correct
answer. Write your answers on a separate sheet of paper.

1. They are normally harvested at sizes of 20-40 cm or about 250-500 g and are
marketed mostly fresh or chilled, whole or deboned, frozen, or processed.
A. Catfish C. Milkfish
B. Grouper D. Mudcrab
2. It can be harvested partially or completely when they reach 20 to 25 cm or 80-
200 grams after 3-5 months of culture. They are marketed live.
A. Catfish C. Milkfish
B. Grouper D. Mudcrab
3. What is the total net income of Mang Alfonso’s milkfish farming business if he has
a total gross sales of P 135,000.00 and total operating expenses of P 95,000.00?
A. P 35,000.00 C. P 45,000.00
B. P 40,000.00 D. P 50,000.00

1 CO_TLE-AFA6_ Module 15
4. Given the Expected Total Production 1,000 kg, and a Farm Gate Price of
P80.00/kg, what is the Expected Gross Sales per cycle?
A. P 65,000.00 C. P 75,000.00
B. P 70,000.00 D. P 80,000.00

5. Why is it important to keep production records of a business-like fish farming?

A. The farmer can identify areas where money can be spent, and profits can be
increased.
B. The farmer can identify areas where money can be saved, and profits can be
decreased.
C. Production records must be kept to analyze if the business operation is
gaining and improving its efficiency.
D. Production records must be kept to analyze if the business operation is
losing and improving its efficiency.

6. This is the most commonly used method by fishers and commercial fishing boats.
A. Use of Taklob C. Use of baited hook and line
B. Use of Net D. Total Drainage
7. It is a marketing strategy which means that the products being offered are unique
and offering better incentives to the consumer.
A. Creating value C. Knowing the target market
B. Careful Study of Competitors D. Product Pricing

8. You are trying to improve on the weaknesses of your competition which can be
your effective strategy for driving the sales of business. Which of the following are
you doing?
A. Creating value C. Knowing the target market
B. Careful Study of Competitors D. Product Pricing

9. One way to market your fish products is by selling them directly from your farm.
Which way of marketing is this?
A. Direct farm sales C. Selling through the internet
B. Farm to market D.Selling through middlemen
10. Which of the following statement is TRUE?
A. Knowing all the techniques of fish production is enough in itself.
B. The success of a fish farming venture is not determined by its ability to operate
as a profitable business.
C. To strategize for the effective distribution of products, a fish farming
marketing plan has to be drafted.
D. Understanding the basic components of the business will guide the business
in achieving increased expenses.

2 CO_TLE-AFA6_ Module 15
 Module
Marketing of Raised or
15 Cultured Fish

All business ventures require excellent marketing strategies. Before even starting a
fish culture business, one must have a clear plan of how, where, and when he will
market the harvested products. Having market-size fish and no marketing plan will
cause frustration and reduce the chances of having a successful venture.

___________________
1
Eiuol Lanaja, Free Royalty, https://commons.wikimedia.org/wiki/File:Bangus_-_panoramio_(1).jpg
1
Judgefloro, Free Royalty,
https://commons.wikimedia.org/wiki/File:5848Isla_Babatnin_Malolos_Bulacan_Harvesting_Fishes_School_06.
jpg
1
Steve Kret, Free Royalty, https://commons.wikimedia.org/wiki/File:Bangus_harvest_-_panoramio_(1).jpg
1
Silver and Orange Fish on ice, Free Royalty, https://www.pikrepo.com/search?q=fish-eating&page=2

3 CO_TLE-AFA6_ Module 15
 What’s In

Many different farmed fishery products that are locally available in the
community. You are tasked to find out what kind of fish is available in your
community by checking the appropriate column while giving your correct answer
to the questions asked from other columns. You may write your answer on a
separate sheet of paper.

Not
Fish Species Available Where and how it is marketed?
Available

Milkfish/Bangus

Tilapia

Catfish/Hito

Grouper/Lapu-lapu
/Inid

Bulgan

Martiniko

Gourami

4 CO_TLE-AFA6_ Module 15
 What’s New
Read and understand the passage below and complete the needed information.
Mrs. Perez plans to venture into milkfish culture. As with any entrepreneur,
she wants to know if her plan is feasible and can generate income. Help Mrs. Perez
compute her total expenses, projected sales net income to help in her decision with
her chosen business. Record your computations and write your answers on a
separate sheet of paper. You will use your computations here to answer some
questions later.
(Working Capital)
I. Cost of Fingerlings Ph 6,000.00
II. Chicken Manure Ph 1,600.00
III. Inorganic Fertilizer Ph 1,120.00
IV. Feeds:
a. Fry mash Ph 403.20
b. Starter Ph 8,640.00
c. Grower Ph 42,000.00
d. Finisher Ph 61,200.00
V. Fuel and Oil Ph 1,580.00
VI. Cost of Electricity Ph 1,000.00
VII. Labor and Services Ph 7,000.00
VIII. Irrigation Fee Free
TOTAL OPERATING EXPENSES Ph
REVENUES
A. Expected Production
No. of stocks : 20,000 pcs
Survival : 70%
No. of Fish survived (70% x 20,000 pcs) : _______ pcs
Ave. weight per pc : 170 g/pc
Expected Total Production in kg
= (No. of fish survived x Ave. weight per pc) : _______ kg
B. Expected Sales
Farm Gate Price : Ph 80.00/kg
Expected Gross Sales per cycle
= (Expected Total Production in kg x Farm Gate : Ph _________
Price)
C. Net Income per Cycle (4 mos.)
= (GROSS SALES - TOTAL EXENPSES) : Ph _________
Answer the following:
1. What is the total operating expenses?
2. How many fish survived out of 20,000 pieces of fish?
3. From your computation of the number of fish survived and the average weight
per fish, what is the expected total production in kilograms?
4. Given the Expected Total production in kg and Farm Gate Price of P 80.00/kg,
what is the Expected Gross Sales per cycle?
5. After computing the Gross Sales and the Total Expenses, how much is Mrs.
Perez’ Net Income?
6. From all your computations of projected expenses and sales, will Mrs. Perez
milkfish culture business be gaining money or losing money? Why?

5 CO_TLE-AFA6_ Module 15
 What is It

Cultured or Raised Fish Harvesting Indicators:

A. Milkfish – this fish is marketed fish or chilled with average of 250 – 500 grams
for a 20 – 40 cm size per piece. Milkfish is also sold as fresh frozen deboned,
descaled or smoked fish deboned.
B. Tilapia – this specie is harvested at size of 250 to 300 grams year – round in any
provinces all over the country.
C. Catfish - can be harvested partially or completely when they reach 20 to 25 cm
or 80-200 grams after 3-5 months of culture. Catfish are marketed live.
D. Grouper – locally known as “lapu-lapu” or “inid” are among the most
commercially important marine food fish in the Philippines and Southeast Asia.
This specie is considered as the most expensive due to its flesh flavor and
excellent texture. After 6 – 8 months of culturing grouper, this fish attains a body
weight of 500 – 600 grams that creates a reasonable marketability. Having these
characteristics, grouper has a great potential in aquaculture. Generally, cultured
fishes are harvested as indicated by its size, weight and length of time or the
number of months such species has been raised.
Skills on Harvesting Fish
Total or partial harvesting may be done depending on the demand or need of
the family or market. To harvest fish, there are several methods used:
1. Use of “Taklob” -this is commonly used by fishers who catch fish on brooks or
streams. The catch is normally for home consumption since the device catches
only few at a time.
2. Use of baited hook and line – a method of catching fish is mostly enjoyed by
hobbyist and fish enthusiasts. It uses a hook to catch only one fish at a time. The
time spent in fishing brings enjoyment to the person doing it.
3. Use of Net – most commonly used method by fishers and commercial fishing
boats in order to catch considerable volume of fishes for profit.
4. Total Drainage – the method uses long fishnet to catch the fish in ponds that
are thoroughly drained of its water.
Marketing Strategy
The success of a fish farming venture will primarily be determined by its ability
to operate as a profitable business. As such a marketing plan in fish farming must be
prepared to effectively distribute these products aside from knowing the techniques
of fish production. The internet offers a vast information on how to make a marketing
plan and strategies of implementing them.
There are basic components every marketing plan should contain such as:
a. Creating Value - it means the products offered are unique and offer better
incentives to the consumer. The target market is informed about the uniqueness
of the fish product, and an important health benefit of the fish products
highlighted.
b. Careful Study of Competitors - The weaknesses, as well as the strengths of your
competitors are some important starting points for a marketing plan.
c. Knowing the Target Market -The more understanding you got about who and
where your target market is, the better potential you have to increase sales.

6 CO_TLE-AFA6_ Module 15
 Strengthening the business capacity to have better services is important based
from the observed customers’ behavior.
d. Product Pricing - Developing a product pricing strategy that allows a healthy
margin for profits is very important. However, still providing the customer with
these products at affordable price is the key to successfully market the products.
e. Market Research - Although the consumption of fish products is widespread,
marketing research is still important as it helps to understand the basic
components of the business that guides the business in achieving increased
sales. The internet has readily available information about your possible
customers.
Marketing the Farm Produced
Fish is sold in the market wholesale or retail. It is sold in various forms such
as live, fresh, frozen, choice cut, preserved as in dried fish or tuyo, daing, tinapa,
and canned or bottled fish. For retail selling, fish is sold by kilo, by piece, or in small
batches. For wholesale selling, it is sold in large containers. Some buyers buy it in
bidding process where the price is right.
Here are some ways to market your fish product:
1. Direct farm sales - You can sell animals/fish by-products directly from your
farm.
2. Farmers’ market/livestock auction market - Animal raiser/farm operator,
you should be on the lookout for events such as auction markets or similar
events in your area where people from nearby provinces come to buy fishes
direct from raisers themselves.
3. Farm to market - Some farming families or entrepreneurs also have meat
shop or fish stall in the nearby wet market to sell their own fish products.
4. Restaurants - One possible fish products client can be the nearby
restaurants in your area. You could establish “suki” system.
5. Selling through the internet- Due to the wide coverage of the internet, aside
from placing advertisements on different websites, you could also use social
media to market your animal and fish farm products and services.
6. Selling through middlemen – as the word “middlemen” implies, these are
entrepreneurs who make deals with other sellers or dealers. Middlemen are
people who buy goods from animal and fish raisers and sell them to retailers
or other consumers.

Computing Cost and Profit

In computing cost and profit, record and compute all expenses in raising the
fish. This includes cost of fingerlings, feeds, and operational expenses like labor,
transportation, container, taxes, and other incidental expenses. After computing the
total expenses, deduct this from the total sales. This becomes your net income or
profit.
Follow the formula Gross Sales – Expenses = Net Income.
Example: P 120, 000.00 - P 85,000.00 = P 35,000.00

7 CO_TLE-AFA6_ Module 15
 What’s More

Reading with understanding:

Raising different animals requires different preparations. Personal interest,
family and educational background, environment, and available resources are
important considerations in deciding to get into animal/fish raising.
Independent Activity 1:
The letters of the words are scrambled. Figure out what the word is and write your
answer on a separate sheet of paper.
1. CULUTRED HEFSIYR _______________
2. LOKTAB _______________
3. BIADET _______________
4. TNE _______________
5. DGRAINAE _______________
Independent Assessment 1:
After you have figured out the scrambled words, fill in the blanks with the correct
answer.
1.Total ___________ the pond is drained of its water and a long fishnet is used to catch
the fish.
2.Use of ___________ the catch is normally for home consumption since the device
catches only few at a time.
3.Use of __________ hook and line is preferred by hobbyist and fish enthusiasts.
4.Use of __________ this is the most commonly used method by fishers and
commercial fishing boats.
5. __________ that based on the culture of that respective aquatic animal under the
confined environment.
Independent Activity 2:
Quick Draw/Quick Write
Instructions: In the left column, draw examples of any cultured fish/species and in
the right column, write the corresponding indicators of harvesting them. Do this
activity in a separate sheet of paper.
Quick Draw Quick Write
Drawing of the fish/species cultured Indicators for Harvesting

Independent Assessment 2:
Instructions: Identify what fish or species to be harvested given the following
indicators for harvesting. Write your answer on a separate sheet of paper.
_________ 1. It is harvested at 250 to 300 grams as this size is appreciated most on
the local market.
_________ 2. It can be harvested partially or completely when they reach 20 to 25 cm
or 80-200 grams after 3-5 months of culture.

8 CO_TLE-AFA6_ Module 15
_________ 3. They are normally harvested at sizes of 20-40 cm or about 250-500 g
and are marketed mostly fresh or chilled, whole or deboned, frozen, or
processed.
_________ 4. Its marketable size is about 500-600g body weight after 6-8 months of
culturing.
Independent Activity 3:
Read and comprehend the following passage.
Mang Atong, a resident of Hda. Emma, Brgy. Tortosa, Manapla, is known for
his Tilapia product in their community. He converted some of his rice fields into
tilapia ponds. The Department of Agriculture of Manapla gave him free fingerlings.
He spent Php 61,200.00 for feeds for 91-120 days of culture. After that, he harvested
800 kilos of marketable-sized tilapia, which he sold at Php150.00 per kilo. He was
ecstatic that he was able to produce fish that can readily be sold in their nearby
market.
Independent Assessment 3
From the passage in the Independent Activity 3, answer the following
questions:
1. What is the total expenses of Mang Atong’s tilapia business?
2. What is the total sales of Mang Atong’s tilapia business?
3. Did Mang Atong gain a Net Income from his tilapia business?
a. If yes, how much is his Net Income?
b. If not, how much did he lose?

What I Have Learned

Milkfish are normally harvested at sizes of ____________ cm or about

____________ g and are marketed mostly fresh or chilled, whole or deboned, frozen,
or processed.
____________ in all provinces are harvested year-round. Most farms harvest this fish
at 250 to 300 grams as this size is appreciated most on the local market.
Catfish can be harvested partially or completely when they reach 20 to 25 cm or 80-
200 grams after ____________ months of culture. Catfish are marketed ____________.
____________ is locally known as “lapu-lapu” or “inid” are among the most
commercially important marine food fish in the Philippines and Southeast Asia. The
fish grow fast and attain marketable size of about ____________ g body weight in
____________ months of culturing.
There are several methods used in harvesting fish that has been raised in their
fishponds. They are ____________, ____________, ____________ and ____________.
____________ it means that the products offered are unique and offer better
incentives to the consumer. The target market is informed about the uniqueness of
the product.
____________ a marketing strategy that allows a healthy margin for profit while
developing product to be affordable to all customers.
____________ is a way of marketing fish products as described by the statement; you
should be on the lookout for events such as auction markets for either animals or
fishes in your area where people from nearby provinces come to buy fish direct from
raisers themselves.
____________ are people who buy goods from animal and fish raisers and sells them
to retailers or other consumers. ____________ is equal to gross income less total
expense

9 CO_TLE-AFA6_ Module 15
 What I Can Do

Direction: Create a simple business model by filling in each column of the table
below. Present this business model to your parents, relatives, or whomever person
with interest in the fish farming business and convince them about the benefits of
fish farming business.

FISH FARMING BUSINESS MODEL

Size
Type and Estimated Estimated Estimated
Who /
of Form Operating Total Farm Estimated Estimated
where/
Fish of Capital Production Gate Gross Net
how to
to fish for Farm in Price per Sales Income
Sell
farm to Inputs kilograms Kilo
Sell

Assessment

1. It is harvested at 250 to 300 grams as this size is appreciated most on the local
market.

a. Catfish c. Milkfish
b. Grouper d. Tilapia
2. The fish grows fast and attains marketable size of about 500-600g body weight in
6-8 months of culturing.

a. Catfish c. Milkfish
b. Grouper d. Mudfish

3. What is the total net income of Mr. Villaflor’s tilapia farming business if he has a
total gross sales of P 145,000.00 and total operating expenses of
P 90,000.00?

a. P 45,000.00 c. P 55,000.00
b. P 50,000.00 d. P 60,000.00

10 CO_TLE-AFA6_ Module 15
4. If you have an Expected Total Production 1,200 kg and Farm Gate Price of
P80.00/kg, what is the Expected Gross Sales per cycle?

a. P 76,000.00 c. P 96,000.00
b. P 86,000.00 d. P 106,000.00
5. This is a method of harvesting fish wherein the pond is drained of its water and
a long fishnet is used to catch the fish.

a. Use of Taklob c. Use of baited hook and line

b. Use of Net d. Total Drainage
6. You are determining the weaknesses, as well as the strengths of your
competition and improving on the weaknesses of your competition as your
strategy to drive your sales. Which of the following are you doing?

a. Creating value c. Knowing the target market

b. Careful Study of Competitors d. Product Pricing
7. It means the products offered are unique and give better incentives to the
consumer.

a. Creating value c. Knowing the target market

b. Careful Study of Competitors d. Product Pricing
8. It uses social media to market your animal or fish farm products and services.

a. Direct farm sale production c. Net Income

b. Fish Production d. Selling through the internet
9. What do we call the people who purchase goods from animal and fish raisers
and sell them to retailers or other consumers?

a. Buyer c. Owner
b. Middlemen d. Worker
10. Which of the following statements is NOT TRUE?

a. Knowing all the techniques of fish production is not enough in itself.

b. The success of a fish farming venture is primarily determined by its ability to
operate as a profitable business.
c. To strategize for the effective distribution of products, a fish farming
marketing plan has to be drafted.
d. Understanding the basic components of the business will guide the business
in achieving increased expenses.

11 CO_TLE-AFA6_ Module 15
 Additional Activities

Summarize what you have learned by doing the following:

a. Choose 3 fishes being farmed and describe the indicators for harvesting
them.
b. Choose 3 methods of harvesting fish and add details by describing
them.
c. Choose 3 components of marketing plan and explain why they are
important in fish farming business.

12 CO_TLE-AFA6_ Module 15
CO_TLE-AFA6_ Module 15 13
What I Know What's More Assessment
1. C Independent Activity 1: 1. D
2. A 2. B
3. B 1. CULTURE FISHERY 3. C
4. D 2. TAKLOB 4. C
5. C 3. BAITED 5. D
6. B 4. NET 6. B
7. A 5. DRAINAGE 7. A
8. B 8. D
9. A Independent Assessment 1: 9. B
10.C 1. drainage 10.D
2. taklob
3. baited
4. net
5. Culture fishery
Independent Assessment 2:
1. Tilapia
2. Catfish
3. Milkfish
4. Grouper
Independent Assessment 3.
1. Php 61,200.00
2. Php 120,000.00
3. Yes
Answer Key
References

Appliedecology.Cals.Ncsu.Edu, 2020. https://appliedecology.cals.ncsu.edu/wp-

content/uploads/SRAC350.pdf.

Appliedecology.Cals.Ncsu.Edu, 2020. https://appliedecology.cals.ncsu.edu/wp-

content/uploads/Marketing-Options-for-Small-Producers-ANR-962.pdf.
"BFAR On-Line Information System". Bfar.Da.Gov.Ph, 2020.
https://www.bfar.da.gov.ph/about_us.jsp?id=37.

"BFAR On-Line Information System". Bfar.Da.Gov.Ph, 2020.

https://www.bfar.da.gov.ph/services?id=4.

"FAO Fisheries Departmentfao Technical Guidelines for Responsible Fisheries

No.8". Fao.Org, 2020. http://www.fao.org/3/a-x3307e.html.

"Fish Farming Marketing Plan Sample". 2020. Startupback.

https://startupback.com/fish-farming- marketing-plan/.
Life Skills through TLE 6,

Macabalang, Ali. "Minda Sets Fish Cage Farming Workshops in Series". Manila
Bulletin News, February 24, 2020.
https://news.mb.com.ph/2020/02/24/minda-sets-fish-cage-farming-
workshops-in-series/.

"MARKETING OF FISH". Fao.Org, 2020. Accessed from

http://www.fao.org/3/y2876e0i.htm./

Pinoys, Entre. "Catfish (Hito) Culture, Part 2 Harvesting - Entrepinoys Atbp.

Business Ideas Philippines". Entrepinoys Atbp. Business Ideas Philippines,
2020. https://ep.franphil.com/catfish-hito-culture-harvesting/.
Pubs.Iclarm.Net, 2020. http://pubs.iclarm.net/resource_centre/WF_783.pdf.

Towers, Lucy. "How To Farm Milkfish (Chanos Chanos)". Thefishsite.Com, 2020.

https://thefishsite.com/articles/cultured-aquatic-species-milkfish-chanos-
chanos.

“What is the difference between capture fishery and culture fishery?” Accessed
from https://www.quora.com/What-is-the-difference-between-capture-
fishery- and- culture-fishery-1.

14 CO_TLE-AFA6_ Module 15
For inquiries or feedback, please write or call:

Department of Education - Bureau of Learning Resources (DepEd-BLR)

Ground Floor, Bonifacio Bldg., DepEd Complex

Meralco Avenue, Pasig City, Philippines 1600

Telefax: (632) 8634-1072; 8634-1054; 8631-4985

Email Address: blr.lrqad@deped.gov.ph * blr.lrpd@deped.gov.ph