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Presentation transcript:

by mk² marketing & kommunikation gmbh IMC Meeting 2017 CEU Market Presentation by mk² marketing & kommunikation gmbh

Central Europe Market Overview Overall CEU seafood market - 1.9 million t (GER) / 533 thousand t (PL) in 2015 - Average per capita consumption of 13.5kg in CEU - Frozen seafood volume in HRI increased (3%) / Retail remains stable but stagnant Alaska imports to CEU region - Registered small decrease → Mainly AK pollock in Germany / Salmon showed solid figures - Promising forecasts for cod Positive development of pricing level - Retail prices for fish increased 2% - Smoked products (+3,7%), frozen fish (+1,6%) Consumer demand for sustainable seafood is growing - 3/4 of consumers willing to pay more → customers spent 3.1% for same volume - 70% rely on MSC and comparable certification Alaska products among top species - Salmon and AK pollock top two edible fish (GER) - AK pollock number one in Poland (salmon ranked seventh) - Cod is becoming alternative for higher priced salmon - Frozen & smoked products hold market share of 40%

Strategy CEU I. Cooperate with importers / distributors to educate their clients (processors, caterers, chefs) →Raise trade interest II. Conduct seminars for retail buyers & category managers to convince them of AK seafood → Gain sales support III. Distinguish from other origins outlining wild, natural, sustainable MSC fisheries → Push brand building IV. Open distribution ways especially for Alaska pollock through new product presentation → Improve product image V. Continue to customize program to recent trends to better connect with consumers → Widen consumer range

Failed to make fish fly Starting idea Cooperate with Die Räucherei & Sky Chefs Get Alaska seafood a permanent listing at Lufthansa Implement a “Sky High” culinary promotion Combine with advertorial in Lufthansa magazine Potentially reach close to 100 million passengers What happened After a good start Lufthansa withdrew from idea No approval for highlighted Alaska origin in menu Plan was put on hold to make a new approach

Program Highlights 2016 / 2017 Laden Ein – Alaska Pop-Up Restaurant Description Cooperate with popular food concept in Cologne Besides Berlin, most important city for millennials Run an Alaska focused gastronomy for two weeks First ever “Alaska Only” restaurant in Germany Results Second most successful concept of “Laden Ein” Over 3,500 guest in only two weeks More than 4,000 Alaska species dishes served Close to 400kg of Alaska pollock, cod and wild salmon View video

Program Highlights 2016 / 2017 Friedrichs POS & Blogger Promotion Description Collaborate with salmon smoker Gottfried Friedrichs GmbH POS promotion combined with blogger and press campaign Push product launch of wild salmon filet cut Develop recipes through food blogs and produce cooking video Publish video and ad on Lecker.de (Leading food press platform) Results Return on Investment: US$ 1 to US$ 21 Overall value of US$ 205,000 Permanent listings in Karstadt affiliates 402,000 visits of Alaska recipe posts on food blog 3,18 million users on lecker.de for video advertorial View video

Program Highlights 2016 / 2017 L&D Canteens - Alaska Seafood Week Description Cooperate with top five caterer L&D Alaska weeks in 90 company cafeterias Different dish / species every day Supported through flyers and food truck Results Return on Investment: US$1 to US$43 Total value of promotion of US$ 650,000 114,372 dishes served (AK pollock, cod, sole, salmon) Over 10,000 information flyer handed out

Program Highlights 2016 / 2017 Fischwirtschaftsgipfel 2017 / Polfish 2017 Description Present Alaska at key trade events in CEU Strengthen bonds with trade partners Meet Polish and German speaking industry Inform & educate about Alaska and benefits of origin Results Basis for cooperation in Poland in 2017 / 18 Built 30 new industry contacts interest in Alaska Distribute 12,000+ ASMI materials New partner in Germany for organic sector (Wechlser) Announced 2018 product launch in Poland (Gadus)

Upcoming Plans CEU Alaska Origin Project Innovative home branding project of Prodega / Transgourmet Only 100% sustainable origins listed in the program So far only 22 products (mainly Swiss and German organic produce) Store listings, information flyers, online presentation, press coverage Chef education seminars Explain “Cook it Frozen” principle – French chefs Adapt salmon sommelier idea for FR & GER Show potential of AK pollock as quality product “Culinary Retreat” attendees as gastronomy spokespersons Fitness promotion campaign Target, health and fitness affine consumers at selected events Alaska pollock, surimi, canned salmon as affordable, quality protein Nutrition and information campaign including recipes Push products that are undervalued in CEU / WEU markets

Call to action Option for shared containers Received requests for mixed containers for species such as Flatfish , Lingcod, Rockfish Would open new market segments for Alaska (even if they are comparably small) Larger Alaska pollock IQF filets Importers / distributors asked for larger natural AK pollock IOF filets Requested minimum average weight for natural IQF filets 4-6oz and 6-8oz

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