FY16 Retail BUDGET Larry Andrews Retail Marketing Director May 5 th 2015 Retail FY16 Program Budget Overview 2 Retail FY16 Program Budget Overview 3 Retail Program Budget Highlights M ajor changes ID: 696966
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Slide1
Alaska Seafood Marketing InstituteFY16 Retail BUDGET
Larry Andrews
Retail Marketing Director
May 5
th
, 2015Slide2
Retail FY16 Program Budget Overview2Slide3
Retail FY16 Program Budget Overview3Slide4
Retail Program Budget HighlightsMajor changes
Addition of $315,000 In-Store
D
emo Programs
Positive Retail Response
Flexible … Species/Product Form
Elimination of Trade Magazine Campaign
Limited Retail Response (Direct Calls)Slide5
Retail Program ChallengesChallenges for coming year
Promotion of Frozen
Increase Retail Promotions
Tie-In with Consumer PR
Editors & Food Writers:
Make Frozen the New Fresh!
Cooking Demonstrations
Buyers
Editors & Food Writers
Access to Correct Audience
Chief Sustainability Officers
Central BuyingMarketing Team
5Slide6
Retail Program ChallengesChallenges for coming year
Strong US Dollar
S
hifts
E
mphasis to Domestic
M
arkets
Board Directives:
“Special Projects”
Time to Plan & Respond
Impact on Current ProjectsLimited Staff Lack of Visibility: Industry P
romotions in
M
arketplaceRetailer Reluctance Promote at Requested Timeframe Meet Minimal Requirements; Callout as Product of Alaska, ASMI Logo, Reference RFM, etc.
6Slide7
Retail Program OpportunitiesOpportunities for FY16Uber Athlete: Continued
O
utreach to Younger
A
udiences
Consumer PR Campaign
S
upport
Increased In-Store
A
ctivity … Demos!
Reaching Millennials with Retailer Support30% Use 4 or More D
evices a Day!
66% Follow
Brands on Social Media Only 41% Enjoy Interacting with Brands20% Hispanic 7Slide8
Retail Program OpportunitiesOpportunities for FY16New Sockeye Merchandising Plan
“Center Cut”
Fresh Ground Burgers
4 oz. Portions & Merchandising/Display
Nutritional Content (4oz. Portions)
Continued Promotion of Bairdi
Whitefish: Cod, Pollock Cakes
Increase Frozen Support
Target Key Retailers Based on Seafood Sales Rankings
8Slide9
Takeaways from Boston and the Global Seafood Marketing Conference…BostonContinued Use of POS & Digital Assets (Creator Select Site)
Support for In-Store Demos
Support for US Jobs/ASMI American Themed POS
Global Seafood Mktg. Conf.
Russians B
uy
L
ess Farmed Salmon
More
G
oing
to US = Pressure from Norwegian FarmedFarmed Salmon
23%
Increase
in Chilean Production; 9%Total Salmon SupplyStrong Dollar, Volumes of
Russian C
rab
S
ent
to US
Increased
D
ownward
P
ricing Pressure
9Slide10
Takeaways from Boston and the Global Seafood Marketing Conference…continued
US Best of Class Sell
M
ore
W
ild
S
eafood
T
hroughout the Year
Sales of Random
Weight SeafoodSales Up +6.4%Tonnage Down -2.8%Avg. Retail Price Up +9.4%Regional Sales Performance
10
Region
Sales
Pounds
Avg. Retail
Northeast
$1.1B + 4.7%
145M -2.6%
+7.5%
Southeast
$727M +5.7%
85M -7.1%
+13.8%
Mid South
$524M +6.7%
67.5M -1.5%
+8.3%
South Central$471M +6%91M -6.7%+13%Great Lakes$44M +7.3%2.7M -0.6%+6.7%California$443M +9.3%62M -1.6%+11.1%West$441M +6.1%61M -0.7%+6.8%Plains$239M +5.7%35M +4%+5.7%Slide11
Takeaways from Boston and the Global Seafood Marketing Conference…continuedTop 10 Fin Fish Regionally
11Slide12
Wrap up…Marketing in Canada (International not Domestic)
Challenges
Staff Limitations/Budget/Time
Lead Time: Planning
Type of Promotions: Trade Promo Issues
Time to Build
R
etailer
R
elationships
Lack of Visibility in the Marketplace (see below)
How Can Board/Industry SupportVisibility Into Current Industry Marketing/Promotional A
ctivities
Key
Contact ListsIntroductionsTypes of Promotions Proven Successful12Slide13
Thank You!
Questions?
13