The experience of marketing Norwegian salmon

files.conferencemanager.dk
  • No tags were found...

The experience of marketing Norwegian salmon

The experience of marketingNorwegian salmonInternational Coldwater Prawn forumLondon 23.11.2011Johan KvalheimRepresentative NSEC UKjk@seafood.no


Agenda• Norwegian fisheries• Who and what is NSEC?• Norwegian seafood export statistics• Why generic promotions?• Examples of generic promotions onNorwegian seafood


60Volume (Mill.tonnes)5040302048,71009,46,3 5,6 5,4 5,0 4,8 3,7 3,4 3,3 3,1The leading countries in fishing and aquacultureThe leading export countries of seafood


Norway and its fishing zones


Norwegian seafood industry 2010Fishing fleet:6 309 vessels9 924 fishermen2 356 fishermenFishing industry:Aquaculture:479 companies10 100 employees1 313 liscenses5 070 employeesExport:Exportvalue:464 exporters142 countries£ 6 billionKilde: EFF, SSB, Fiskeridirektoratet, NOFIMA, FKD© Eksportutvalget for Fisk AS


Norwegian seafood export 1991 - 2010600005000040000Millioner NOK30000200001000001991 1993 1995 1997 1999 2001 2003 2005 2007 2009Aquaculture in 2010, 62 % £3,7 billionFisheries in 2010, 38 % £2,3 billion© EFF Source: EFF, TAD/SSB


Main markets for Norwegian seafood


NSEC – The Norwegian seafood export council• is the worlds largest ”generic marketer” of seafood• is financed by the industry – export levy on Norwegian seafood• is the Norwegian fisheries and aquaculture industry’s joint marketingorganisation• is an advisor for the Ministry of fisheries• Board appointed by The Ministry of Fisheries


NSEC – organisationThe Ministry ofFisheries andCoastal affairsNSEC boardMDTerje MartinussenMarketing directorMerete KristiansenBoard representatives:Rolf Domstein – Domstein ASA- ChairmanKnut Haagensen – Jangaard Export ASLine Ellingsen – Ellingsen Seafood ASMarit Solberg – Marine Harvest ASATruls Fredriksen – Nergård sales ASJan Skjærvø – Norges FiskarlagInger Furmyr – NNNLisbeth Bjørvig Hansen – NSEC representativeSalmon/TroutBjørn Erik StabellCured productsTove SleipnesWhitefiskKarin OlsenPelagicIngelill JakobsenPrawn/shellfishOve JohansenNorwayMarit Stagrum OttemEllingsen Seafood ASNordlaks Oppdrett ASMainstream Norge ASPolar Quality ASFirda Seafood ASMarine Harvest ASSalmar ASHallvard Lerøy ASNorsk Sjømat ASNils Williksen ASJangaard Export ASStorbukt Fiskeindustri ASLorentz A. Lossius ASJohs H. Giæver ASNergård Sales ASWest Nor. Codfish Com. ASFishco ASBrødrene Sperre ASRøst Sjømat ASNorges RåfisklagMyremar ASÅlesundfisk ASFjord MarineNordic Group ASDomstein Fish ASAHallvard Lerøy ASNorway Seafoods ASANordic Group ASNorges RåfisklagSuRoFiNorway PelagicWest Coast ASModolv Sjøseth PelagicAS Hopen Fisk og Sild ASNergård ASNorway PelagicSeastar InternationalGrøntvedt PelagicNorges SildesalgslagNorges SildesalgslagNorway PrawnsBugøynes KongekrabbeHitramat ASFinny Sirevaag ASStella Polaris ASNorges RåfisklagColdwater Prawns ofNorwayNorges FiskarlagDomstein Enghav ASHallvard Lerøy ASFinny Sirevåg ASBrødrene BerggrenKnutstad & Holen ASNorges SildesalslagNorges Råfisklag


Sector investments in 2011Cod,conventional10 %Shrimp/shellfish2 %Pelagic14 %Groundfish12 %Salmon &trout62 %


NSEC around the worldTromsøBostonStockholmParisMadridLisbonMoscowHamburgMilanBeijingTokyoSingaporeRio deJaneiro


Fields of operationMarketing Market information Communication


RecipesInternetPR/ EventsTrainingof tradeMarketing MixFairsCo-brandingAdvertisingConsumer educationHoReCaIn-store activites


NSEC only work with promotionsNSECs areaof operationExporters areaof operation


Seafood from Norway


The values of the Norge logoConditionsendowed by natureThe man and the seaSustainablemanagementThe old fishing tradition


NSEC – generic marketingObjectiveIncrease demand forSeafood from Norway Consumer shopping basket


The NSEC wayBuilding image for Norwegian Seafood: preference – unique values of Norwegian originDeveloping consumption: increased consumption frequency or market penetration through recipes,health, variation, quality


Communicating through many levelsFishing/farmingProcessingExporterImporterProcessingWholesalerRetailer/HoReCaConsumer


The target groupsConsumersChefs, trade, retail,HoReCaOpinionsleaders,journalists


Associations to NorwayCodPrawnsChristmasBlinisIkeaNeutrogenaAquavitNorwegianKavringtroutSalmonfjordicecoldsnowfishingblondnorthBeautifulcountryMidnightsunExpensiveKingRaindeerAhaSaunaOilboatseafishnightN = 104Source: Mrs. Kristin Rogge Pran ”COO Advertising of Export Products”, 2009


Strong preference for the Norwegian origin”Which origin do you prefer when buying salmon or cod?”(Consumer surveys made for NSEC by TNS Gallup during 2006-2008)


Simplyfying the consumers decisionThe consumer looks for origin of the product -Marketing of products focuses on originItalian pastaFrench wineRussian Caviar


The Norge logo = joint ownershipProductbrandsMarinerteNORSKE reker250gNORSKSteinbitfilet125gx4CompanybrandsLyngenrekerOlavsen &CoSjømatGenericbrandNORGE – Norwegian seafood


Differentiation expand the consumers choiceCommodityNationCompany/brandOtherProductNorthAtlanticPrawnsCoffeeNorwegianCanadianIcelandicGreenlandCafe deColumbiaCafe doBrazilColdwater PrawnsNorway PrawnsStella PolarisNergårdLyngenfjordFinny SirevaagIlly caféNescaféFriele kaffeWildCold waterOrganicLocal produceQuality labelSustainableLow saltSeasaltedOrganicMax HavelaarCO2 neutralRawMarinatedSuperfreshReady to cookSushiprawnsPeeledCookedShell-onSnabbrekorHandpeeledSmokedIn brine


Generic marketing of Norwegian seafood


POS Carrefour China


BBQ 2011


BBQ 2011


Campaign with a sushi chain


The UK concept for Norwegian seafood


The first Fisk.Førever campaign in the UK


Conclusion• NSEC is entirely financed by the industry and make generic promotions forNorwegian seafood• An origin simplifies the consumers decision• An origin can create a potential for price differentiation• All NSEC activities and promotions are measured and we know that wellexecuted campaigns lifts sales and awareness and preferences amongconsumers• Fisk.Førever is Norwegian seafood forever


jk@seafood.no

More magazines by this user
Similar magazines