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

2. 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%

3. 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

4. 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

5. 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

6. 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

7. 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

8. 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)

9. 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

10. 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

11. by mk² marketing & kommunikation gmbh
Discussion Thank You! by
mk² marketing & kommunikation gmbh