Download - Portugal christian b. nordahl
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KONVENSJONELLE PRODUKTER I
PORTUGAL
Christian Bue Nordahl, Fiskeriutsending Portugal,
Ålesund /Tromsø 4 og 5 februar, 2013
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TEMA
• Tilbake blikk 2012 • Volum, prisutvikling og hva skjedde
• Utfordringer
• Norges aktiviteter (ekstra)
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Tilbakeblikk 2012
DETALJIST (HUSHOLDNINGER)
HORECA
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© Kantar Worldpanel
4
KLIPPFISK KONSUMET STO SEG UMÅTELIG BRA I
2012; FLERE KJØPERE OG HYPPIGERE HANDEL
Cod Fish Measure Tree – Annual 2012 vs Annual 2011
+3,3pts
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© Kantar Worldpanel
KPI'S-COD FISH
Volume Share -COD SEGMENTS
5
Cod Fish KPI’s by period and Segments Volume Share – Annual 2012 vs Annual 2011
DRIED COD STILL THE MOST SEARCHED TYPE
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© Kantar Worldpanel
3,00
5,00
7,00
9,00
P01
'10
P02
'10
P03
'10
P04
'10
P05
'10
P06
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P07
'10
P08
'10
P09
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P11
'10
P12
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P13
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P01
'11
P02
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P03
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P04
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P05
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P06
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P07
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P08
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P09
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P10
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P11
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'11
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'12
P02
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P03
'12
P04
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P05
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P06
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P07
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P08
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P09
'12
P10
'12
P11
'12
P12
'12
P13
'12
Ave
rage
Price
€/K
gs -
A
ctu
al
CORRENTE CRESCIDO GRAUDO
PRICE VARIATIONS MORE VISIBLE IN CRESCIDO
Dried Cod Types Avg Price / kg by period
2010 2011 2012
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Bildet viser crescido
øverst til 4,99 og
corrente nederst til 5,99€!
Ikke tvil om hva folk
kjøper.
Foto: P & D Christian Bue Nordahl , Lisboa,
21.3.2012
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© Kantar Worldpanel
Rekord høy penetrasjon i 2012 (årsbasis og desember !)
Dried Cod Trend by period Volume vs Penetration
8
20,0
25,0
30,0
35,0
40,0
45,0
50,0
55,0
2 000
4 000
6 000
8 000
10 000
12 000
P01
'11
P02
'11
P03
'11
P04
'11
P05
'11
P06
'11
P07
'11
P08
'11
P09
'11
P10
'11
P11
'11
P12
'11
P13
'11
P01
'12
P02
'12
P03
'12
P04
'12
P05
'12
P06
'12
P07
'12
P08
'12
P09
'12
P10
'12
P11
'12
P12
'12
P13
'12
Pe
ne
tratio
n %
- Actu
al V
olu
me
00
0s K
gs -
Actu
al
Volume 000s Kgs Penetration %
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Continente; et uvanlig syn ; kjemisk fritt for Graudo og Especial;
«Standard» : corrente, 5,49€ , crescido 6,49€
(Continente Oeiras 19.12..2012 Christian Bue Nordahl)
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© Kantar Worldpanel
+9,2% Retailers Volume Share (%)
10
PINGO DOCE IS RECOVERING POSITIONING
Retailers Share and Contribution for Cod growth – Annual 2012 vs Annual 2011
% Volume Evolution
Volume Contribution for Growth
Annual 2012 vs Annual 2011
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© Kantar Worldpanel
ANDELEN CRESCIDO ØKER FORTSATT
Dried Cod – Size Volume Share and Contribution
13
Volume Contribution (%)
Annual 2012 vs Annual 2011 % Volume Share
+1,8pts
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Pingo Doce med kampanje for crescido og corrente
Crescidoen var i går på kampanje til 5,99€ og Correnten til 4,94€ . Ellers uendret. Continente kjørte denne
uka ut en kampanje til 500.000 av kunde kort innehaverne med 25% rabatt på klippfisk
(Lidl,7. jan, Pingo Doce 30.01.13 Christian Bue Nordahl)
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Januar 2013 Portugal
Column Labels
Mengde i tonn Verdi 1000 NOK
Row Labels 2011 2012 2013 2011 2012 2013
klippfisk hel 722 1013 1957 33607 46714 76938
saltet hel, konvensjonell 721 471 668 23814 14451 16481
fersk/kjølt hel 273 246 152 5586 4905 2575
fryst hel 177 88 125 4085 1866 2018
tørket/saltet/røykt 4 115
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Norge - Seminar “The future of Codfish”
10.238 10.264 10.289 10.226 10.096 10.0609.170
8.6838.201
6.911
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
INCIM Trend – Nielsen Bar Index ( Restaurants+ Snacks + Coffee Shops) * Value Sales (Million Euros)
-8,8% +8,3% -0,3% -1,3% -0,6% +0,2% +0,3%
-3,0%
Traditional Horeca has lost 35% of turnover in the last 5 years More than half of this loss was in 2011
Bars Hotels
Fast Food
*Not Included -5,3%
-15% -5,6%
Source: Nielsen Census 7000 INCIM point of sales interviews) Data not included Fast Food
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19
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Norge - Seminar “The future of Codfish”
Heading here Heading here
Dry + frozen Codfish market decrease sales In last MAT lost 8 Million euros and 1,0 ton
MAT Nov. 2010
41.883 39.324 31.199 Value Sales (000€)
Volume Sales (000Kg) 6.084 5.348 4.360
-6% +10%
MAT Nov.
2011 MAT Nov. 2012
-21%
-12% -19%
%Var.
%Var.
Total C&C Total Dry+Frozen Codfish
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UTFORDRINGER fremover
(ny treårsplan 2013-15)
1. Svekket kjøpekraft
2. Fremtidige konsumenter
3. Folk må vite hva «ekte klippfisk» er og koble
det til NORGE
4. Økt merking: koble preferanse til kjøp av Norsk
5. Trafikk generator på godt og vondt
6. Mer aggressiv portugisisk profil
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1. Svekket
kjøpekraft
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Sr. Reis sitter igjen
med 1000 €
mindre pr. år
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© Kantar Worldpanel
BEING MORE AND MORE PRICE ATTRACTIVE
IN A “PROTEIN WORLD”
In Bovine, Pork and Poultry we include fresh meat and frozen meat
7,20 7,37
3,70 3,71
3,81
3,33
6,03 5,68
6,19
7,10
8,49
6,86
2
3
4
5
6
7
8
9
P1 P2 P3 P4 P5 P6 P7 P8 P9 P10 P11 P12 P13 P1 P2 P3 P4 P5 P6 P7 P8 P9 P10 P11 P12 P13 P1 P2 P3 P4 P5 P6 P7 P8 P9 P10 P11 P12 P13 P1 P2 P3 P4 P5 P6 P7 P8 P9 P10
Bovine Pork Poultry Fresh Fish Frozen Fish Dried Cod
2009 2012 2011 2010
Average Price Evolution by period – 2010 till 2012
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Price matters….BUT!!! CROSS POINT PRICE AT 8,49€ FOR CRESCIDO (more than 50% of volume)
% Accumulated answer for each price point - Crescido
Cross Price
7,99€
Max price
9,00€
Cross point price
8,49€
30
80%; 5,99 €
95% ; 4,99 €
4,99€; 75% doubt
quality! 55%; 6,99 €
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2. Fremtidige konsumenter
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33 33
Segmentering av klippfisk kundene etter kjøpsmønster og kunnskap gir oss 6 kunde grupper av klippfisk
Weight of the clusters /100% Category (dried + frozen Cod Fish)
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Segment pyramid • LOW
• HIGH
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6. Mer aggressiv portugisisk
profil
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1 års jubileum for fosfatsaken
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Diario economico
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Pressemelding i helga
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AIB MED NY LOGO
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NORGES AKTIVITETER
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2013; 4 MILL NOK EXTRA:
TOTAL 15 MILL NOK / 2 MILL €
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© Kantar Worldpanel
86% PENETRATION ANNUALLY, BUT ON AVERAGE 30%
PENETRATION BY MONTH…CHRISTMAS SEASONALITY 56%
CAN WE INCREASE PENETRATION DURING LOW SEASON?
0,0
8,0
16,0
24,0
32,0
40,0
48,0
56,0
2 400
4 800
7 200
9 600
12 000
Penetration % Volume 000s Kgs
Volume 000s Kgs Penetration %
Dried Cod Trend by period Volume vs Penetration
47
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Vi fokuserer på de 2-3 «tyngste « segmentene + tester
«trendy youngsters»; budsjett splitt og media strategi
•80% /60%
•20% /9%
. Segment overlapping media
. Channels selection - Open channels (RTP + TVI or SIC + TVI – depending on negot.) - Cable TV for specific targets . Schedules: qualify plan according to target groups . Ads + Softsponsoring + product placement + sponsoring + special formats on cable channels
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Hvordan nå forbrukerne – og hva
skal vi si?
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TO REACH: COMMUNICATION TOOLS
MEDIA
TV
PRESS
WEB
POS PR/
EVENTS
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MEDIA – TV | 2012 VS 2013
W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4
GRPs = 2.943,9 - 56%
July August
INV. 500.000€ - 52%
RTP + TVI
GRPs = 2.307,7 - 44%
INV. 475.000€ - 48%
February
2012 - MEDIA | TV - (aprox.) 1.000.000€September October November December
RTP + TVI RTP + TVI
March April May June
W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4
2013 - MEDIA | TV - (aprox.) 1.447.000€
855.000€ - aprox. 60%
RTP/SIC + TVI RTP/SIC + TVI
592.000€ - aprox. 40%
July August September October November DecemberFebruary March April May June
CABLE CHANNELSCABLE CHANNELS
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BUDSKAPET;
I krisetider har vi vår trofaste venn;
«o fiel amigo»
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FOKUS PÅ FØLGENDE BUDSKAP
• Pris som “driver” kan ikke vi benytte uansett krisetider, men vi kan gjøre
det “indirekte”;
1. Rentability: the main message will be the economy/rentability of
salted dried cod = the soaking gain up to 35% volume
2. Versatility: the nr. of meals it allows to prepare, use all parts different
dishes
3. Origin will be related to “FLAKING” as the most unique preference
driver for Norwegian bacalhau.
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VO: Um Bacalhau dá para quantas refeições? (pausa) Por ser bem seco e curado, dá para muitas.
VO: Já se sabe que ao demolhar, o bacalhau vai aumentar. É tão fácil poupar!
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VO: Por exemplo. Um bacalhau inteiro dá para: 4 deliciosas entradas, (...)
Contador ao canto do ecrã: 4
VO: mais 6 almoços feitos no forno, (...)
Contador ao canto do ecrã: 10
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VO: mais 1 generosa caldeirada para 8 pessoas, (...)
Contador ao canto do ecrã: 18
VO: e ainda lhe vai sobrar bacalhau para um jantar a dois.
Contador ao canto do ecrã: 20
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VO: Das águas frias e cristalinas da Noruega chega o fiel amigo dos portugueses.
VO: Bacalhau, é da Noruega.
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Vítor Sobral: Lasca que é um mimo!
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MERKING AV KLIPPFISK
Portugal ; Christian Bue Nordahl
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70
© 2
010 I
psos
50% av de spurte sier de er helt eller delvis
villig til å betale 1 € mer for Norsk klippfisk
P.10 - No quadro seguinte estão algumas frases que outras pessoas disseram depois de terem visto esta campanha as Bacalhau
da Noruega. Indique, por favor, até que ponto concorda ou não com cada uma destas frases,.
18
19
23
9
13
48
15
55
27
38
39
24
36
30
32
33
40
32
32
36
23
11
46
8
8
8
4
16
16
7
5
3
7
3
2
15
12
4
3
2
O bacalhau de qualidade tem cor de palha
Bacalhau demolhado pesa o dobro
Lascas bem e da Noruega
Sempre que compro bacalhau procuro aEtiqueta Norge
Estou disposto a pagar mais 1 Euro por Kg paracomprar bacalhau da Noruega
Sei como demolhar bacalhau e costumo fazê-loem casa
O bacalhau da Noruega provém de um stocksustentável
O bacalhau é o prato nacional de Portugal
Concordo totalmente Concordo em parte Não concordo, nem discordo
Discordo em parte Discordo totalmente
T2B
45%
58%
62%
33%
50%
78%
47%
88%
Base: Total (778)
%
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•Nivå 1:
Norge logo som opprinnelses-merke
Dagens praksis SKAL firma logo benyttes.
Mao. er det ikke Norge, men firma logo som er
ansvarlig for kvalitet.
•Nivå 2: innføre en kvalitetsmerke ordning for
Norsk Klippfisk.
Dette vil innebære en kvalitets definering av hva
som kan merkes med kvalitetslogoen. Det vil og
utfordre markedet i å skille mellom kvalitetsmerke
og normalt Norge merke.
Merking blir «essensielt» og skaper en ny utfordring:
Norge logo?!
Foto: Christian Bue Nordahl
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Catches pr. Week 4; 33.000 tonn, nedgang på ca 2000
fersk og tilsvarende økning på fryst.
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