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

BIM / Irish Sea Fisheries Board was established as the state agency with the primary resposibiiltiy for developing the Irish seafishing and aquaculture industry.

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

BIM’s Worldwide PartnershipBIM’s Worldwide PartnershipNetworkNetwork

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

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

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

Review of BIM’s National Marketing Review of BIM’s National Marketing Campaign November 2001Campaign November 2001

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.

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

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.

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.

Why Salmon?Why Salmon?

• Potential to Grow SalesPotential to Grow Sales

• AvailabilityAvailability

• ‘‘Chickenability’Chickenability’

• Run-up to Festive SeasonRun-up to Festive Season

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

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

Promotional MaterialPromotional Material

Overall Sales of SalmonOverall Sales of Salmon

0

20

40

60

80

100

120

140

Nov. 2000 Nov. 2001

+39%

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%

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%

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

%

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)

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”

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.

Export MarketExport Market

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.

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.

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

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..

Boston Seafood ShowBoston Seafood ShowBIM StandBIM StandBooth 3227Booth 3227

Level 2Level 2