1. Alaska Seafood Marketing Institute FY16 Retail BUDGET
Larry Andrews Retail Marketing Director May 5th, 2015

2. Retail FY16 Program Budget Overview

3. Retail FY16 Program Budget Overview

4. Retail Program Budget Highlights
Major changes
Addition of $315,000 In-Store Demo Programs
Positive Retail Response
Flexible … Species/Product Form
Elimination of Trade Magazine Campaign
Limited Retail Response (Direct Calls)

5. Retail Program Challenges
Challenges for coming year
Promotion of Frozen
Increase Retail Promotions
Tie-In with Consumer PR
Editors & Food Writers: Make Frozen the New Fresh!
Cooking Demonstrations
Buyers
Editors & Food Writers
Access to Correct Audience
Chief Sustainability Officers
Central Buying
Marketing Team

6. Retail Program Challenges
Challenges for coming year
Strong US Dollar Shifts Emphasis to Domestic Markets
Board Directives: “Special Projects”
Time to Plan & Respond
Impact on Current Projects
Limited Staff
Lack of Visibility: Industry Promotions in Marketplace
Retailer Reluctance
Promote at Requested Timeframe
Meet Minimal Requirements; Callout as Product of Alaska, ASMI Logo, Reference RFM, etc.

7. Retail Program Opportunities
Opportunities for FY16
Uber Athlete: Continued Outreach to Younger Audiences
Consumer PR Campaign Support
Increased In-Store Activity … Demos!
Reaching Millennials with Retailer Support
30% Use 4 or More Devices a Day!
66% Follow Brands on Social Media
Only 41% Enjoy Interacting with Brands
20% Hispanic

8. Retail Program Opportunities
Opportunities for FY16
New Sockeye Merchandising Plan
“Center Cut”
Fresh Ground Burgers
4 oz. Portions & Merchandising/Display
Nutritional Content (4oz. Portions)
Continued Promotion of Bairdi
Whitefish: Cod, Pollock Cakes
Increase Frozen Support
Target Key Retailers Based on Seafood Sales Rankings

9. Takeaways from Boston and the Global Seafood Marketing Conference…
Continued Use of POS & Digital Assets (Creator Select Site)
Support for In-Store Demos
Support for US Jobs/ASMI American Themed POS
Global Seafood Mktg. Conf.
Russians Buy Less Farmed Salmon
More Going to US = Pressure from Norwegian Farmed
Farmed Salmon 23% Increase in Chilean Production; 9%Total Salmon Supply
Strong Dollar, Volumes of Russian Crab Sent to US Increased Downward Pricing Pressure

10. Takeaways from Boston and the Global Seafood Marketing Conference…continued
US Best of Class Sell More Wild Seafood Throughout the Year
Sales of Random Weight Seafood
Sales Up +6.4%
Tonnage Down -2.8%
Avg. Retail Price Up +9.4%
Regional Sales Performance
Region
Sales
Pounds
Avg. Retail
Northeast
$1.1B + 4.7%
145M -2.6%
+7.5%
Southeast
$727M +5.7%
85M -7.1%
+13.8%
Mid South
$524M +6.7%
67.5M -1.5%
+8.3%
South Central
$471M +6%
91M -6.7%
+13%
Great Lakes
$44M +7.3%
2.7M -0.6%
+6.7%
California
$443M +9.3%
62M -1.6%
+11.1%
West
$441M +6.1%
61M -0.7%
+6.8%
Plains
$239M +5.7%
35M +4%
+5.7%

11. Takeaways from Boston and the Global Seafood Marketing Conference…continued
Top 10 Fin Fish Regionally

12. Wrap up… Marketing in Canada (International not Domestic)
Challenges
Staff Limitations/Budget/Time
Lead Time: Planning
Type of Promotions: Trade Promo Issues
Time to Build Retailer Relationships
Lack of Visibility in the Marketplace (see below)
How Can Board/Industry Support
Visibility Into Current Industry Marketing/Promotional Activities
Key Contact Lists
Introductions
Types of Promotions Proven Successful

13. Thank You!
Questions?