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Salmon Brand Building in Asia Supreme Salmon, a brand built for the Chinese consumer Alf Helge Aarskog, CEO, Marine Harvest ASA

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Page 1: Salmon Brand Chinese consumer Building in Asia...Vietnam, processing processing South East Asia, Sales Market size and consumption per capita 5 6 Tokyo Plant Osaka Plant Seoul Plant

Salmon Brand

Building in Asia

Supreme Salmon, a brand built for the Chinese consumer

Alf Helge Aarskog, CEO, Marine Harvest ASA

Page 2: Salmon Brand Chinese consumer Building in Asia...Vietnam, processing processing South East Asia, Sales Market size and consumption per capita 5 6 Tokyo Plant Osaka Plant Seoul Plant

Fully Integrated from Feed to Plate

2

Suppliers

KEY

INTERACTIONS

Farming/

Primary

Processing

Secondary

ProcessingCustomersFeed

MARINE HARVEST BUSINESSKEY

INTERACTIONS

We believe there are benefits to vertical integration due to the greater

capacity it gives us to control our production process

Page 3: Salmon Brand Chinese consumer Building in Asia...Vietnam, processing processing South East Asia, Sales Market size and consumption per capita 5 6 Tokyo Plant Osaka Plant Seoul Plant

Key figures

3

Page 4: Salmon Brand Chinese consumer Building in Asia...Vietnam, processing processing South East Asia, Sales Market size and consumption per capita 5 6 Tokyo Plant Osaka Plant Seoul Plant

Our global VAP processing, sales & marketing network

4

Chile, sales &

processing

Canada,

Sales &

processing

USA,

Sales & processing

Scandinavia,

Sales

UK & Ireland,

Sales &

processing

Spain, Sales &

processing

Poland, Sales

& processing

DACH & CEE,

Sales &

processing

BeNeFra, Sales

& processing

Japan, Sales &

processing

South Korea,

Sales &

processing

China & Taiwan,

Sales &

processingVietnam,

processing

South East Asia,

Sales

Page 5: Salmon Brand Chinese consumer Building in Asia...Vietnam, processing processing South East Asia, Sales Market size and consumption per capita 5 6 Tokyo Plant Osaka Plant Seoul Plant

Market size and consumption per capita

5

Page 6: Salmon Brand Chinese consumer Building in Asia...Vietnam, processing processing South East Asia, Sales Market size and consumption per capita 5 6 Tokyo Plant Osaka Plant Seoul Plant

6

Tokyo Plant

Osaka PlantSeoul Plant

Taipei Plant

Ho Chi Minh Plant

- 5 plants in key markets

- 2017 turnover: USD 375 million

- Processing capacity approx 2 million meals per day

- 1,277 FTE (2017)

- Well invested facilities

- Fresh pre packed facilities close to market

- Frozen products processed in Ho Chi Minh

- Leading position in NPD and category management

- Main markets: Japan, Korea, Taiwan and China

- Brands: Supreme Salmon (Taiwan) and Mowi Salmon (Japan)

Singapore head office

Growing in Asia; processing and brand building

Page 7: Salmon Brand Chinese consumer Building in Asia...Vietnam, processing processing South East Asia, Sales Market size and consumption per capita 5 6 Tokyo Plant Osaka Plant Seoul Plant

In August 2013 Marine Harvest launched the Supreme Salmon concept in

Taiwan

7

- Pan Asian research on consumer habits

- Usage and attitudes

- Drivers and Barriers

- Affluent middle class

- Salmon regarded as high end and luxury

- Difficult to find salmon with stable high quality

- Lack variety in eating and cooking

- Mainly sushi & sashimi

- Need guidance and examples on how to cook and eat salmon

- Moms are seeking simple variety

- Searching for the tastiest option for the dinner table

Page 8: Salmon Brand Chinese consumer Building in Asia...Vietnam, processing processing South East Asia, Sales Market size and consumption per capita 5 6 Tokyo Plant Osaka Plant Seoul Plant

Supreme Salmon brand positioning

8

Voted the #1 tastiest salmon by world’s leading professional chefs,

Supreme Salmon provides the tastiest and healthier salmon choice so that

moms seeking simple variety meal solutions can feel a sense of

accomplishment.

A dedicated, passionate salmon expert

who is professional, considerate, and

approachable.

An understanding meal-time partner who

is always there for you when you need

simple meal solutions.

Page 9: Salmon Brand Chinese consumer Building in Asia...Vietnam, processing processing South East Asia, Sales Market size and consumption per capita 5 6 Tokyo Plant Osaka Plant Seoul Plant

The brand idea

9

- Supreme Salmon restaurants

- Building brand awareness and

preference

- Generate income

- Supporting the sales of retail

products

- Supreme Salmon products in retail

- Extensive use of Social media and

PR

- Cooking classes

- Collaboration with chefs

- Taiwan used as a model market for

launch in mainland China

Page 10: Salmon Brand Chinese consumer Building in Asia...Vietnam, processing processing South East Asia, Sales Market size and consumption per capita 5 6 Tokyo Plant Osaka Plant Seoul Plant

Brand building

10

Visual identity

Campaign idea

Spokesperson

Cooking class

Official website

Facebook fan page

Youtube channel

Media report

Page 11: Salmon Brand Chinese consumer Building in Asia...Vietnam, processing processing South East Asia, Sales Market size and consumption per capita 5 6 Tokyo Plant Osaka Plant Seoul Plant

Supreme Salmon restaurants

11

N : Xinyi store2014 Aug open

N :Taipei A11 store2016 Oct open

N : Hsinchu store2016 Sep open

S : Tainan store2016 Mar open

N :Taipei Q-Square store2017 Sep open

- Total 5 stores in Taiwan, all located in department store’s food court

- 4 stores located in North (3 in Taipei city, 1 in Hsinchu city)

- 1 store located in South Taiwan (Tainan city)

Page 12: Salmon Brand Chinese consumer Building in Asia...Vietnam, processing processing South East Asia, Sales Market size and consumption per capita 5 6 Tokyo Plant Osaka Plant Seoul Plant

Social media and PR

12

Page 13: Salmon Brand Chinese consumer Building in Asia...Vietnam, processing processing South East Asia, Sales Market size and consumption per capita 5 6 Tokyo Plant Osaka Plant Seoul Plant

What is our big hairy goal?

13

- A franchise concept for the Supreme

Salmon restaurants

- Taiwan

- Hong Kong

- Mainland China

- Full roll out of the FMCG model in

retail

- Taiwan

- Hong Kong

- Mainland China

- Ambition of 2,000 restaurants by 2025

- 40,000 GWT Atlantic Salmon

- Turnover: Est USD 2 bn

(Franchise)

- Supreme Salmon retail sales

- 20,000 GWT Salmon

- Turnover: Est USD 600 million

Page 14: Salmon Brand Chinese consumer Building in Asia...Vietnam, processing processing South East Asia, Sales Market size and consumption per capita 5 6 Tokyo Plant Osaka Plant Seoul Plant

Our vision

02/09/15 Marine Harvest / Alf-Helge Aarskog14

Marine Harvest uniquely positioned

• Breeding

• Feed

• Farming competence

• Processing competence

• Market competence

We care about the people eating our fish, and we care about the fish!.