bjørn erik stabell, bransjesjef eff laks og ørret - strategiske målsetninger for norsk laks

Agenda

1. Strategiske målsetninger Norsk Laks?

2. 2011 og case for Spania?

3. Hva gjør vi i 2012?

Brand Strategy: Vision

Get consumers to associate Norway with the best salmon in the world.

Brand Strategy: Mission

1.Position Norway in the minds of our audiences as

the premier supplier of Salmon

2. Introduce consumers to Norwegian Salmon

Brand Strategy: Marketing Objectives

Increase awareness of Norwegian Salmon as the highest quality country of

origin, and build preference

to purchase Salmon from Norway (over other

origins

Keep or increase penetration among

consumers, and keep or increase frequency among established

consumers

Increase

awareness,

preference,

penetration

and frequency

of Norwegian

Salmon

among our

audiences

COLD, PRISTINE WATERS

Grows Slowly, High Fat Content, Safety

SEAFARING CULTURE & PRIDE Quality, Taste, Innovation, Freshness

SUSTAINABLE

More Regulated, Respectful of Nature, Animal Welfare

HEALTHY

Omega-3s, Protein, Vit. D, Selenium etc.

VERSATILE

Impressive, Simple to Prepare, Delicious taste/texture

Brand Strategy: Brand Attributes

OWNABLE

attributes

2011, Case Spania

Det strategiske utgangspunktet Desember 2010

• Budsjettert snittpris 2011 : 34 kroner

• Budsjettert volumvekst fra Norge 2011: 4% (5%)

– Budsjettert volumvekst globalt: 9% (10%)

• Budsjett 2011: 170 millioner kroner (-20 millioner)

• Situasjon kjernemarkeder:

– Frankrike:

– Russland: *

– Spania:

– Norge:

– Tyskland:

• Situasjon utvalgte markeder:

– Sverige

– USA

– Kina

– Japan

– Portugal

– Sentral Europa

Hvordan balansere begrenset

tilgjengelighet Q1 & Q2 med

behovet for å lykkes i

i kjernemarkedene når volumene

kommer i Q3 og Q4?

Case: TV-Campaign Norwegian salmon in

Spain

Campaign facts

• Spots: 10 and 20 seconds

• Number of views: ????

• Target group: Women with

children age 2-14 years

• Communication tasks• Norwegian Salmon

• Salmon is healthy

• Salmon can be prepared in

many varieties

• Children like salmon

Recall of AD and www.salmonoruego.es

Post-test

• Have you seen this commercial or a similar commercial about Norwegian

Salmon lately?

• 33 % of the target group recall to have seen the commercial

Ad-Eval

• Have you seen this commercial before?

• 28 % report to “have seen”

• 18 % report to “might have seen”

Recall (aided) of www.salmonoruego.es

• Pre-test: 7,1 %

• Post-test: 23,1 %

Source: TNS

Attitudinal KPI’s - Before and after campaign Those who have seen the commercial in the Ad-Eval test

4.07

4.04

2.88

2.66

3.67

3.15

4.38

4.19

3.19

3.01

4.25

3.65

Easy to prepare

Little time to prepare

My friends consider me and expert

Above average cooking skills

Well suited for children

Children like

After (N=1002)

Before (N=1046)

Scale: 1- 5

All numbers are significantly different on 95% level

The TV-ads have a

positive effect on key

elements such as child

friendly, convenient, and

subjective preparation

skills.

Source: TNS

Value and volume development of fresh salmon in SpainPeriode 1-10 2011 compared 1-10 2010

Value

225 777

EURO +23,5 %

Volume Price

25 010 ton +17,7 % 10,20 EURO +5 %

AWP (kgs) Penetration

1,72 +3,74 % 8,87 +13,45 %

Frequency Trip size (kgs)

1,18 -0,47 % 1,46 +4,26 %

The growth in volume is mainly

caused by new users of salmon,

and that consumers buy more

each time.

Source: Europanel/NSEC

Development export from Norway to Spain

27000

28000

29000

30000

31000

32000

33000

34000

35000

36000

2009 2010 2011

Spania

Spania

Volume: growth 17 %

Value: NOK 1.126.547.000,-, growth 16%

Source: NSEC

2012

Rammebetingelse - Konkurransekraft

0

50

100

150

200

250

jan.90

jan.92

jan.94

jan.96

jan.98

jan.00

jan.02

jan.04

jan.06

jan.08

jan.10

jan.12

Food

Meat

Fish

Salmon

Food/Meat: 2002-2004= 100

Fish/salmon: 2005 = 100

Source: FAO

Rammebetingelse – Laks er mer enn fersk laks

Percentage Penetration Smoked

Country France Germany Spain Sweden Italy

Smoked 75% 53% 43% 41% 36%

Fresh 39% 8% 45% 23% 20%

Source: NSEC, Europanel, GFK 2010

Rammebetingelse - Fokus på Q2 og Q3

Det strategiske utgangspunktet November 2011

• Budsjettert snittpris 2012 : Internt dokument

• Budsjettert volum fra Norge 2012: Internt

– Budsjettert volumvekst globalt: 12%

• Budsjett 2012: 160 millioner (-36 millioner)

• Situasjon kjernemarkeder:

– Frankrike, (veldig nær blått)

– Russland:*

– Spania:

– Norge:

– Tyskland :

• Situasjon utvalgte markeder:

– Sverige

– USA

– Kina

– Japan

– Portugal

– Sentral Europa

Hvordan maksimalt utnytte økt

konkurransekraft til Norsk Laks

for å hente tilbake penetrasjon og

frekvens i kjernemarkedene?

I hvilken grad klarer vi å fokusere både

på preferanse og behovet for volum?

ØKT FOKUS PÅ Å FÅ OPPMERKSOMMHET

1. STORE MARKETING KAMPANJER I

KJERNEMARKEDENE, PRINT I ANDRE MARKEDER

• SPAIN: 10 weeks on TV supported by in print

• PR, and more in store activities than ever before.

•

• France: 10 weeks on TV where we present more

• than 40 recepies . TV is supported by print

• campaigns and BIG in store promotions.

Germany Norway Russia

2. KAMPANJER I BUTIKK

70% av beslutningene fattes i butikk

MEN

Det hjelper lite dersom vi ikke

er med i vurderingen

3. NYE MARKEDER, PRODUKTER &

BEDRIFTSTILPASNING

Eksport Norsk Laks Sentral Europa :

Østerrike, Tsjekkia, Ungarn, Tyrkia, Slovakia, Sveits og Slovenia

Vår utfordring

Tusen takk for oppmerksomheten