bjørn erik stabell, bransjesjef eff laks og ørret - strategiske målsetninger for norsk laks
DESCRIPTION
Bjørn Erik Stabell, bransjesjef laks og ørret i Eksportutvalget for fisk på Havbrukskonfernansen 22. november 2011 på Radisson Blu Scandinavia i Oslo.TRANSCRIPT
Agenda
1. Strategiske målsetninger Norsk Laks?
2. 2011 og case for Spania?
3. Hva gjør vi i 2012?
Brand Strategy: Vision
Get consumers to associate Norway with the best salmon in the world.
Brand Strategy: Mission
1.Position Norway in the minds of our audiences as
the premier supplier of Salmon
2. Introduce consumers to Norwegian Salmon
Brand Strategy: Marketing Objectives
Increase awareness of Norwegian Salmon as the highest quality country of
origin, and build preference
to purchase Salmon from Norway (over other
origins
Keep or increase penetration among
consumers, and keep or increase frequency among established
consumers
Increase
awareness,
preference,
penetration
and frequency
of Norwegian
Salmon
among our
audiences
COLD, PRISTINE WATERS
Grows Slowly, High Fat Content, Safety
SEAFARING CULTURE & PRIDE Quality, Taste, Innovation, Freshness
SUSTAINABLE
More Regulated, Respectful of Nature, Animal Welfare
HEALTHY
Omega-3s, Protein, Vit. D, Selenium etc.
VERSATILE
Impressive, Simple to Prepare, Delicious taste/texture
Brand Strategy: Brand Attributes
OWNABLE
attributes
2011, Case Spania
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: *
– Spania:
– Norge:
– Tyskland:
• Situasjon utvalgte markeder:
– Sverige
– USA
– Kina
– Japan
– Portugal
– Sentral Europa
Hvordan balansere begrenset
tilgjengelighet Q1 & Q2 med
behovet for å lykkes i
i kjernemarkedene når volumene
kommer i Q3 og Q4?
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
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
Attitudinal KPI’s - Before and after campaign Those who have seen the commercial in the Ad-Eval test
4.07
4.04
2.88
2.66
3.67
3.15
4.38
4.19
3.19
3.01
4.25
3.65
Easy to prepare
Little time to prepare
My friends consider me and expert
Above average cooking skills
Well suited for children
Children like
After (N=1002)
Before (N=1046)
Scale: 1- 5
All numbers are significantly different on 95% level
The TV-ads have a
positive effect on key
elements such as child
friendly, convenient, and
subjective preparation
skills.
Source: TNS
Value and volume development of fresh salmon in SpainPeriode 1-10 2011 compared 1-10 2010
Value
225 777
EURO +23,5 %
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 %
The growth in volume is mainly
caused by new users of salmon,
and that consumers buy more
each time.
Source: Europanel/NSEC
Development export from Norway to Spain
27000
28000
29000
30000
31000
32000
33000
34000
35000
36000
2009 2010 2011
Spania
Spania
Volume: growth 17 %
Value: NOK 1.126.547.000,-, growth 16%
Source: NSEC
2012
Rammebetingelse - Konkurransekraft
0
50
100
150
200
250
jan.90
jan.92
jan.94
jan.96
jan.98
jan.00
jan.02
jan.04
jan.06
jan.08
jan.10
jan.12
Food
Meat
Fish
Salmon
Food/Meat: 2002-2004= 100
Fish/salmon: 2005 = 100
Source: FAO
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
Rammebetingelse - Fokus på Q2 og Q3
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:
– Frankrike, (veldig nær blått)
– Russland:*
– Spania:
– Norge:
– Tyskland :
• Situasjon utvalgte markeder:
– Sverige
– USA
– Kina
– Japan
– Portugal
– Sentral Europa
Hvordan maksimalt utnytte økt
konkurransekraft til Norsk Laks
for å hente tilbake penetrasjon og
frekvens i kjernemarkedene?
I hvilken grad klarer vi å fokusere både
på preferanse og behovet for volum?
ØKT FOKUS PÅ Å FÅ OPPMERKSOMMHET
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
2. KAMPANJER I BUTIKK
70% av beslutningene fattes i butikk
MEN
Det hjelper lite dersom vi ikke
er med i vurderingen
3. NYE MARKEDER, PRODUKTER &
BEDRIFTSTILPASNING
Eksport Norsk Laks Sentral Europa :
Østerrike, Tsjekkia, Ungarn, Tyrkia, Slovakia, Sveits og Slovenia
Vår utfordring
Tusen takk for oppmerksomheten