4. Brand Strategy: Mission
1.Position Norway in the minds of our audiences as
the premier supplier of Salmon
2. Introduce consumers to Norwegian Salmon
5. Brand Strategy: Marketing Objectives
Increase
Increase awareness of
Norwegian Salmon as the awareness, Keep or increase
highest quality country of preference, penetration among
origin, and build penetration consumers, and keep or
preference increase frequency
and frequency
to purchase Salmon from of Norwegian among established
Norway (over other consumers
origins Salmon
among our
audiences
6. Brand Strategy: Brand Attributes
COLD, PRISTINE WATERS
Grows Slowly, High Fat Content,
Safety
SEAFARING CULTURE & OWNABLE
PRIDE Quality, Taste,
Innovation, Freshness attributes
SUSTAINABLE
More Regulated, Respectful of
Nature, Animal Welfare
HEALTHY
Omega-3s, Protein, Vit. D,
Selenium etc.
VERSATILE
Impressive, Simple to Prepare,
Delicious taste/texture
8. Det strategiske utgangspunktet Desember 2010
• Budsjettert snittpris 2011 : 34 kroner
• Budsjettert volumvekst fra Norge 2011: 4% (5%)
– Budsjettert volumvekst globalt: 9% (10%)
• Budsjett 2011: 170 millioner kroner (-20 millioner)
• Situasjon kjernemarkeder:
– Frankrike:
– Russland: * Hvordan balansere begrenset
– Spania: tilgjengelighet Q1 & Q2 med
– Norge: behovet for å lykkes i
– Tyskland: i kjernemarkedene når volumene
• Situasjon utvalgte markeder: kommer i Q3 og Q4?
– Sverige
– USA
– Kina
– Japan
– Portugal
– Sentral Europa
9. Case: TV-Campaign Norwegian salmon in
Spain
Campaign facts
• Spots: 10 and 20 seconds
• Number of views: ????
• Target group: Women with
children age 2-14 years
• Communication tasks
• Norwegian Salmon
• Salmon is healthy
• Salmon can be prepared in
many varieties
• Children like salmon
10. Recall of AD and www.salmonoruego.es
Post-test
• Have you seen this commercial or a similar commercial about Norwegian
Salmon lately?
• 33 % of the target group recall to have seen the commercial
Ad-Eval
• Have you seen this commercial before?
• 28 % report to “have seen”
• 18 % report to “might have seen”
Recall (aided) of www.salmonoruego.es
• Pre-test: 7,1 %
• Post-test: 23,1 %
Source: TNS
11. Attitudinal KPI’s - Before and after campaign
Those who have seen the commercial in the Ad-Eval test
3.65
Children like
3.15
The TV-ads have a
4.25
Well suited for children
3.67
positive effect on key
elements such as child
Above average cooking 3.01 friendly, convenient, and
skills 2.66 subjective preparation
After (N=1002) skills.
My friends consider me 3.19
Before (N=1046)
and expert 2.88
4.19
Little time to prepare
4.04
4.38
Easy to prepare
4.07
Scale: 1- 5
All numbers are significantly different on 95% level
Source: TNS
12. Value and volume development of fresh salmon in Spain
Periode 1-10 2011 compared 1-10 2010
Value
The growth in volume is mainly 225 777
caused by new users of salmon, EURO +23,5 %
and that consumers buy more
each time.
Volume Price
25 010 ton +17,7 % 10,20 EURO +5 %
AWP (kgs) Penetration
1,72 +3,74 % 8,87 +13,45 %
Frequency Trip size (kgs)
1,18 -0,47 % 1,46 +4,26 %
Source: Europanel/NSEC
13. Development export from Norway to Spain
Spania
36000
35000
34000
33000
32000
31000 Spania
30000
29000
28000
27000
2009 2010 2011
Volume: growth 17 %
Value: NOK 1.126.547.000,-, growth 16%
Source: NSEC
15. Rammebetingelse - Konkurransekraft
Food/Meat: 2002-2004= 100
Fish/salmon: 2005 = 100
250
200
Food
150
Meat
Fish
100
Salmon
50
0
90
92
94
96
98
00
02
04
06
08
10
12
n.
n.
n.
n.
n.
n.
n.
n.
n.
n.
n.
n.
ja
ja
ja
ja
ja
ja
ja
ja
ja
ja
ja
ja
Source: FAO
16. Rammebetingelse – Laks er mer enn fersk laks
Percentage Penetration Smoked
Country France Germany Spain Sweden Italy
Smoked 75% 53% 43% 41% 36%
Fresh 39% 8% 45% 23% 20%
Source: NSEC, Europanel, GFK 2010
18. Det strategiske utgangspunktet November 2011
• Budsjettert snittpris 2012 : Internt dokument
• Budsjettert volum fra Norge 2012: Internt
– Budsjettert volumvekst globalt: 12%
• Budsjett 2012: 160 millioner (-36 millioner)
• Situasjon kjernemarkeder: Hvordan maksimalt utnytte økt
– Frankrike, (veldig nær blått) konkurransekraft til Norsk Laks
– Russland:* for å hente tilbake penetrasjon og
– Spania: frekvens i kjernemarkedene?
– Norge:
– Tyskland :
I hvilken grad klarer vi å fokusere både
• Situasjon utvalgte markeder:
– Sverige på preferanse og behovet for volum?
– USA
– Kina
– Japan
– Portugal
– Sentral Europa
20. 1. STORE MARKETING KAMPANJER I
KJERNEMARKEDENE, PRINT I ANDRE MARKEDER
• SPAIN: 10 weeks on TV supported by in print
• PR, and more in store activities than ever before.
•
• France: 10 weeks on TV where we present more
• than 40 recepies . TV is supported by print
• campaigns and BIG in store promotions.
Germany Norway Russia
21. 2. KAMPANJER I BUTIKK
70% av beslutningene fattes i butikk
MEN
Det hjelper lite dersom vi ikke
er med i vurderingen
22. 3. NYE MARKEDER, PRODUKTER &
BEDRIFTSTILPASNING
Eksport Norsk Laks Sentral Europa :
Østerrike, Tsjekkia, Ungarn, Tyrkia, Slovakia, Sveits og Slovenia