Value Added Seafood, an Irish Perspective
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Value Added Seafood, an Irish Value Added Seafood, an Irish PerspectivePerspective
Richard DonnellyRichard DonnellyBord Iascaigh MharaBord Iascaigh Mhara
(Irish Sea Fisheries Board)(Irish Sea Fisheries Board)March 2003March 2003
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BIM / Irish Sea Fisheries Board was established as the state agency with the primary resposibiiltiy for developing the Irish seafishing and aquaculture industry.
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ContentContent
Overview and Marketing Strategy of BIMOverview and Marketing Strategy of BIM
BIM National Marketing CampaignBIM National Marketing Campaign
Exports Markets and Value Added ProductsExports Markets and Value Added Products
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BIM’s Worldwide PartnershipBIM’s Worldwide PartnershipNetworkNetwork
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Key Objectives for Industry
Enhance marketing competence of industry stakeholders
Fast-track marketing capabilities of selected BIM clients
Improve supply-chain management practices
Maximise market returns by improving market information
Strengthen innovation at product and process levels
BIM Marketing Strategy2001-2006
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Key Objectives for BIM
Develop BIM as a national specialist centre for seafood market intelligence and marketing.
Provide commercially focused and relevant support services to industry clients.
Address key industry market and supply chain failures under two headings:-
- distribution & logistics- sales and marketing
BIM Marketing Strategy2001-2006
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Key Marketing Programmes
MIP MIP
ProgrammeProgramme
Irish SeafoodIrish Seafood
Business Business ProgrammeProgramme
InformationInformation
ServiceService
ProgrammeProgramme
Trade DevelopmentTrade Development
ProgrammeProgrammeIrish Seafood Expo Irish Seafood Expo
– ISE ’03– ISE ’03
European European DevelopmentDevelopment
ProgrammeProgramme
IQS MarketingIQS Marketing
ProgrammeProgramme
Education & Education & Promotion Promotion ProgrammeProgramme
BIM SeafoodBIM Seafood
Development Development
CentreCentre
Distribution &Distribution &
LogisticsLogistics
Peace II MarketingPeace II Marketing
ProgrammeProgrammeCommunications & Communications & Web Site MarketingWeb Site Marketing
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Review of BIM’s National Marketing Review of BIM’s National Marketing Campaign November 2001Campaign November 2001
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Retail vs. Foodservice SalesRetail vs. Foodservice Sales
Total seafood market in Ireland is estimated at Total seafood market in Ireland is estimated at €229€229 million. million.
€€112727 million accounted for by foodservice sector. million accounted for by foodservice sector.
€€102102 million accounted for by retail sector. million accounted for by retail sector.
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Why are Irish consumers reluctantWhy are Irish consumers reluctantto purchase fish?to purchase fish?
Key Barriers (Challenges/Opportunities for the Future)Key Barriers (Challenges/Opportunities for the Future) How to cook fish Not convenient/slow to cook Limited formats Lack of substance/not filling Inability to freeze Freshness/taste issues Variety of species Price Bones Smell Health only platform
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BIM’s National Marketing CampaignBIM’s National Marketing Campaign
Aimed at positioning seafood within the market Aimed at positioning seafood within the market as a as a convenientconvenient, easy to prepare meal option , easy to prepare meal option and presenting Irish and presenting Irish qualityquality seafood products seafood products
with a with a contemporarycontemporary image. image.
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Overall Campaign TargetOverall Campaign Target
Increase domestic sales of seafood by 57% within five years up Increase domestic sales of seafood by 57% within five years up to 2006.to 2006.
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Why Salmon?Why Salmon?
• Potential to Grow SalesPotential to Grow Sales
• AvailabilityAvailability
• ‘‘Chickenability’Chickenability’
• Run-up to Festive SeasonRun-up to Festive Season
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Campaign ElementsCampaign Elements
National media campaignNational media campaign
Radio (national and local)Radio (national and local) Outdoor Advertising (billboards/shopperlites)Outdoor Advertising (billboards/shopperlites) Press AdvertisingPress Advertising I. ChannelI. Channel PR ProgrammePR Programme
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Campaign ElementsCampaign Elements
Retail CampaignRetail Campaign
Focused multiple and independent levelFocused multiple and independent level
In-store demonstrationsIn-store demonstrations
Recipe cardsRecipe cards
Point-of-Sale MaterialPoint-of-Sale Material
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Promotional MaterialPromotional Material
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Overall Sales of SalmonOverall Sales of Salmon
0
20
40
60
80
100
120
140
Nov. 2000 Nov. 2001
+39%
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Sales of SalmonSales of Salmon“In-store” Promotion Catchment “In-store” Promotion Catchment AreasAreas
0
20
40
60
80
100
120
140
160
Nov. 2000 Nov. 2001
+45%
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Sales of Smoked SalmonSales of Smoked Salmon“In-store” Promotion Catchment “In-store” Promotion Catchment AreasAreas
0
20
40
60
80
100
120
140
Nov. 2000 Nov. 2001
+28%
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Spontaneous Campaign RecallSpontaneous Campaign Recall(Base: All Spontaneously Aware Of Any (Base: All Spontaneously Aware Of Any Advertising/Promotions: 16%)Advertising/Promotions: 16%)
8%
8%
16%
28%Salmon/salmon with pasta/ salmon
on plate/spicy salmon
Any cooking message (recipes, preparation etc.)
Healthy/good for you
Fish/fresh fish5%
7%
25%
52%
NATIONAL
%
IN-STORE CATCHMENT AREAS
%
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15%
17%
17%
19%
33%
55%Fish is easy to prepare/cook/quick & simple
Healthy/fish is healthy/good for you
Fish is nice/tasty/appetising/tempting/appealing
(Concept of using) Salmon & Pasta
Serve with lots of things/varieties/different ways of serving
Nutritious/good meal/fresh/wholesome
Range of others 1% or lessRange of others 1% or less
Key Messages (Prompted)Key Messages (Prompted)(Base: All Adults 18-40, ABC1: 500)(Base: All Adults 18-40, ABC1: 500)
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Another Side to the StoryAnother Side to the Story- Sales of Cajun Seasoning- Sales of Cajun Seasoning
0
10
20
30
40
50
60
70
80
90
100
Jan-Oct '01 Nov-Dec '01
+95%
+11%
““November and December broke all records”November and December broke all records”
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Key ConclusionsKey Conclusions
The key messages of; ease of preparation/speed/simplicity The key messages of; ease of preparation/speed/simplicity were clearly communicated.were clearly communicated.
All media proved effective contributing to the total All media proved effective contributing to the total awareness level. awareness level.
Point of sale well received by consumers.Point of sale well received by consumers.
Even infrequent consumers of fish found the executions Even infrequent consumers of fish found the executions appealing (40% and 54% found the radio adverts appealing, appealing (40% and 54% found the radio adverts appealing, while 82% and 70% found each visual execution appealing).while 82% and 70% found each visual execution appealing).
Need for education of the consumer still evident.Need for education of the consumer still evident.
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Export MarketExport Market
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Market Trends for Irish SeafoodMarket Trends for Irish Seafood
• 20020011 exports reached exports reached €€ 433433 million. million.
• Increase of 31% on 2000Increase of 31% on 2000
• 7878% of Ireland’s seafood exports to EU.% of Ireland’s seafood exports to EU.
• Japan, Egypt Japan, Egypt and and PolandPoland most significant non-EU markets. most significant non-EU markets.
• Domestic market is Ireland’s largest market for seafoodDomestic market is Ireland’s largest market for seafoodvalued at valued at €€ 229229 million. million.
• Exports to more than 35 countries worldwide.Exports to more than 35 countries worldwide.
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Market Performance 2000-2002
€ 0
€ 100
€ 200
€ 300
€ 400
€ 500
Value €m
2000 2001 2002
Exportvalue
DomesticMarketValue
Source: BIM/CSO Statistics
Note: Exports exclude landings at foreign ports.
2002 figures are estimates.
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Irish Seafood CompaniesIrish Seafood Companies
Approximately 240 companies producing seafoodApproximately 240 companies producing seafood..
Relatively small companies, average less than 20 employeesRelatively small companies, average less than 20 employees..
Trend is towards producing more Trend is towards producing more value added quality value added quality productsproducts
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How do you contact these How do you contact these companies?companies?
Dedicated buinness web site Dedicated buinness web site www.bimb2b.comwww.bimb2b.com giving full giving full company details and contactscompany details and contacts..
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Boston Seafood ShowBoston Seafood ShowBIM StandBIM StandBooth 3227Booth 3227
Level 2Level 2