national workshop aquaculture products on eu and domestic market
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National Workshop Aquaculture products on EU and domestic market Market promotion of farmed fish Zadar . Croatia June 7 th , 2013 en la Javier Ojeda APROMAR Asociación Empresarial de Productores de Cultivos Marinos. What is APROMAR?. - PowerPoint PPT PresentationTRANSCRIPT
National WorkshopAquaculture products on EU and domestic market
Market promotion of farmed fishZadar. CroatiaJune 7th, 2013
EN LA
Javier OjedaAPROMAR Asociación Empresarial de Productores de Cultivos Marinos
What is APROMAR?
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
o Spanish Marine Aquaculture Producer’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 approach
APROMAR
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
Objectiveso Improve the competitiveness of our memberso Promote responsible attitudes for the sustainable development of aquacultureo Represent the professiono Communicate & promote
APROMAR
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
Participationo In all Spanish forums related to aquacultureo FEAPo EU institutions (ACFA/EP/EESC)o FAOo Technological Platforms (EATiP)
APROMAR
5 Baseline considerations on fish promotion
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
1Consumers are very
conservative with respect to preferences and
attitudes.
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
5 BASELINE CONSIDERATIONS
2The pace of
technological changes is much faster than individual beliefs
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
5 BASELINE CONSIDERATIONS
3Changes in consumer
preferences usually take full generations to be completed
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
5 BASELINE CONSIDERATIONS
4Changing consumer
preferences requires a lot of effort and good reasons:
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
5 BASELINE CONSIDERATIONS
o Qualityo Priceo Convenienceo Ethical
principles
5Mega-Trends that collide: Convenience food vs. Healthy
food
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
5 BASELINE CONSIDERATIONS
APROMAR’s promotion principles
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
Generic promotionoEU funding (EFF)
Problems:oFree-ridersoMislabelling at sales point
PROMOTION PRINCIPLES
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
Openly speaking of farmed productsoWe promote farmed fishoMain attributes: freshness & availability all year roundoA fuzzy line between promotion and communication
PROMOTION PRINCIPLES
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
Openly speaking of farmed productsoThe NORGE strategy: fresh salmon
PROMOTION PRINCIPLES
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
Other (useful) voices:oFROMoOESA
PROMOTION PRINCIPLES
APROMAR’s promotion actions
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
Documents:oBrochures
APROMAR’S PROMOTION ACTIONS
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
Documents:oCalendars
APROMAR’S PROMOTION ACTIONS
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
Documents:oRecipes
APROMAR’S PROMOTION ACTIONS
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
Documents:oPosters
APROMAR’S PROMOTION ACTIONS
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
Documents:oBooks
APROMAR’S PROMOTION ACTIONS
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
Documents:oAnnual ReportoFacts and figures
APROMAR’S PROMOTION ACTIONS
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
Actions:oAquaculture day: November 30th
APROMAR’S PROMOTION ACTIONS
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
Actions:oRoad-shows
APROMAR’S PROMOTION ACTIONS
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
Actions:oTasting events
APROMAR’S PROMOTION ACTIONS
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
Actions:oShow cooking
APROMAR’S PROMOTION ACTIONS
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
Actions:oJournalism prizes
APROMAR’S PROMOTION ACTIONS
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
Actions:oTarget famous cooks, doctors, radio/tv stars to have them recommend farmed fish.
APROMAR’S PROMOTION ACTIONS
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
Actions:oPublic relations: be close to journalists.
APROMAR’S PROMOTION ACTIONS
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
A brand: CRIANZA DEL MARoQualityo3rd party certificationo2006-2008oFailure
APROMAR’S PROMOTION ACTIONS
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
Challenges:oPromotion is expensiveoIt’s difficult to collect money
APROMAR’S PROMOTION ACTIONS
Recommendations
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
Target:oNeed to differentiate clients from consumersoMarkets are not uniform, but complex: need to choose your target.
RECOMMENDATIONS
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
The Human factor:oPeople tend to worry more about what they know about than about what the completely ignore. oBe transparent, but not too much.oTry to sell a storyoMake available fact sheets, web pages, pictures, etc.
RECOMMENDATIONS
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
The Media:oCriticism will always exist. Some has to be considered. Most just ignored. The world is like this today.oNews on journals tend to be distorted.
RECOMMENDATIONS
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
Your image:oEven if captured fish seem to be the direct competitors of aquaculture fish, you should avoid that fight. oBoth are complementary. oFights between both are a lose-lose game. Avoid direct collision.
RECOMMENDATIONS
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
Speak of your advantages:oFish is the healthiest animal protein and oil.oAnisakis freeo...
RECOMMENDATIONS
No No AnisakisAnisakis
Aquaculture products on EU and domestic market. Zadar. Croatia. June 7th, 2013
Sponsors of APROMAR
Thanks for your attention.Thanks for your attention.