Market promotion of farmed fish in Spain, Zadar, Croatia, June 7th, 2013

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Market promotion of farmed fish in Spain, Zadar, Croatia, June 7th, 2013

  1. 1. National WorkshopAquaculture products on EU and domestic marketMarket promotion of farmed fish in SpainZadar. CroatiaJune 7th, 2013EN LAJavier OjedaAPROMARAsociación Empresarial deProductores de Cultivos Marinos
  2. 2. What is APROMAR?Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
  3. 3. Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013o Spanish MarineAquacultureProducer’s Assoc.o 45.000 t. Sea bream,turbot, sea bass,meagre, sole, mollusc,microalgae, etc.o Producer’s Organisation (OP-30)o With a strong European approachAPROMAR
  4. 4. Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013Objectiveso Improve the competitiveness of our memberso Promote responsible attitudes for the sustainabledevelopment of aquacultureo Represent the professiono Communicate & promoteAPROMAR
  5. 5. Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013Participationo In all Spanish forums related to aquacultureo FEAPo EU institutions (ACFA/EP/EESC)o FAOo Technological Platforms (EATiP)APROMAR
  6. 6. 5 Baselineconsiderations on fishpromotionAquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
  7. 7. 1Consumers are very conservativewith respect to preferences andattitudes.Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 20135 BASELINE CONSIDERATIONS
  8. 8. 2The pace of technologicalchanges is much faster thanindividual beliefsAquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 20135 BASELINE CONSIDERATIONS
  9. 9. 3Changes in consumer preferencesusually take full generations to becompletedAquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 20135 BASELINE CONSIDERATIONS
  10. 10. 4Changing consumer preferences requiresa lot of effort and good reasons:Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 20135 BASELINE CONSIDERATIONSo Qualityo Priceo Convenienceo Ethical principles
  11. 11. 5Mega-Trends that collide:Convenience food vs. Healthy foodAquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 20135 BASELINE CONSIDERATIONS
  12. 12. APROMAR’spromotion principlesAquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
  13. 13. Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013Generic promotiono EU funding (EFF)Problems:o Free-riderso Mislabellingat sales pointPROMOTION PRINCIPLES
  14. 14. Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013Openly speaking of farmed productso We promote farmed fisho Main attributes: freshness & availabilityall year roundo A fuzzy line between promotion andcommunicationPROMOTION PRINCIPLES
  15. 15. Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013Openly speaking of farmed productso The NORGE strategy: fresh salmonPROMOTION PRINCIPLES
  16. 16. Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013Other (useful) voices:o FROMo OESAPROMOTION PRINCIPLES
  17. 17. APROMAR’spromotion actionsAquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
  18. 18. Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013Documents:o BrochuresAPROMAR’S PROMOTION ACTIONS
  19. 19. Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013Documents:o CalendarsAPROMAR’S PROMOTION ACTIONS
  20. 20. Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013Documents:o RecipesAPROMAR’S PROMOTION ACTIONS
  21. 21. Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013Documents:o PostersAPROMAR’S PROMOTION ACTIONS
  22. 22. Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013Documents:o BooksAPROMAR’S PROMOTION ACTIONS
  23. 23. Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013Documents:o Annual Reporto Facts and figuresAPROMAR’S PROMOTION ACTIONS
  24. 24. Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013Actions:o Aquaculture day:November 30thAPROMAR’S PROMOTION ACTIONS
  25. 25. Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013Actions:o Road-showsAPROMAR’S PROMOTION ACTIONS
  26. 26. Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013Actions:o Tasting eventsAPROMAR’S PROMOTION ACTIONS
  27. 27. Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013Actions:o Show cookingAPROMAR’S PROMOTION ACTIONS
  28. 28. Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013Actions:o Journalism prizesAPROMAR’S PROMOTION ACTIONS
  29. 29. Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013Actions:o Target famous cooks, doctors, radio/tv stars tohave them recommend farmed fish.APROMAR’S PROMOTION ACTIONS
  30. 30. Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013Actions:o Public relations: be close to journalists.APROMAR’S PROMOTION ACTIONS
  31. 31. Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013A brand: CRIANZA DEL MARo Qualityo 3rd party certificationo 2006-2008o FailureAPROMAR’S PROMOTION ACTIONS
  32. 32. Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013Challenges:o Promotion is expensiveo It’s difficult to collect moneyAPROMAR’S PROMOTION ACTIONS
  33. 33. RecommendationsAquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
  34. 34. Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013Target:o Need to differentiate clients from consumerso Markets are not uniform, but complex: needto choose your target.RECOMMENDATIONS
  35. 35. Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013The Human factor:o People tend to worry more about what they knowabout than about what the completely ignore.o Be transparent, but not too much.o Try to sell a storyo Make available fact sheets, web pages, pictures,etc.RECOMMENDATIONS
  36. 36. Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013The Media:o Criticism will always exist. Some has to beconsidered. Most just ignored. The world is likethis today.o News on journals tend to be distorted.RECOMMENDATIONS
  37. 37. Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013Your image:o Even if captured fish seem to be the directcompetitors of aquaculture fish, you should avoidthat fight.o Both are complementary.o Fights between both are a lose-lose game. Avoiddirect collision.RECOMMENDATIONS
  38. 38. Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013Speak of your advantages:o Fish is the healthiest animal protein and oil.o Anisakis freeo ...RECOMMENDATIONSNo Anisakis
  39. 39. Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013Sponsors of APROMARThanks for your attention.

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