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Alaska Seafood Marketing Institute Alaska Seafood Marketing Institute

Alaska Seafood Marketing Institute - PowerPoint Presentation

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Alaska Seafood Marketing Institute - PPT Presentation

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

marketing retail seafood program retail marketing program seafood amp budget sales global time frozen takeaways conference

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Presentation Transcript

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