december 1, 2011 presentation by richard bussanich, biologist … · 2011-12-21 · bowman’s...
TRANSCRIPT
December 1, 2011 Presentation by Richard Bussanich, Biologist
Okanagan Nation Alliance
Overview
Enviro scan Strategy Process Behaviour QVS model Promotion Pricing Resources
Marketing
DEFINITION
“Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. ”
American Marketing Association
“It is the art of creating genuine customer value. It is the art of helping your customers become better off.”
Dr. Phillip Kotler
Environmental Scan
TRENDS
• Globalization
• Hyper-competition
• Internet
• Biotechnology (protein-oils)
• Fish Industry Defragmentation
SOLUTION - Offering the best value: • better targeting -select customers • differentiation –”product
Positioning” • branding – “the image” • strategic allies - customers,
suppliers, providers, public • performance metrics • quality assurance • real time solutions
Farmed Atlantic Salmon
Prices have come down again significantly over the last week due to increased harvests in all areas and an influx of European fish from Scotland and Norway.
Norway has been banned from selling fish to China and will continue to send fish to the US for the time being.
Prices are at a 2 year low, but should remain soft for the next few weeks. Expect pricing to remain steady over the coming weeks. Prices are soft, but not expected to decrease again dramatically over the coming weeks.
Supply is good in all areas and there are good opportunities on European fish.
SOURCE: http://www.indexmundi.com/commodities/?commodity=fish&months=120&commodity=fish
-0.25
-0.2
-0.15
-0.1
-0.05
0
0.05
0.1
0.15
0.2
0
1
2
3
4
5
6
7
8
9
Oct
-01
Feb
-02
Jun
-02
Oct
-02
Feb
-03
Jun
-03
Oct
-03
Feb
-04
Jun
-04
Oct
-04
Feb
-05
Jun
-05
Oct
-05
Feb
-06
Jun
-06
Oct
-06
Feb
-07
Jun
-07
Oct
-07
Feb
-08
Jun
-08
Oct
-08
Feb
-09
Jun
-09
Oct
-09
Feb
-10
Jun
-10
Oct
-10
Feb
-11
Jun
-11
Oct
-11
% C
han
ge (
1-M
on
th L
ag)
Pri
ce $
/kg
(US)
Farmed Atlantic Salmon Price Trend
Model: Relationships Legitimacy Long-term
RELATIONSHIP
BUILDING:
• “The story”: Product is not just a fish…
• Meaningful: What is your way?
• Limited stock, limited availability, exclusivity
TOOLKIT • Primary survey questionnaire • Taste panel (focus groups) • Observational studies (in-store demos) • Expert referral-audit • Client relations management system • Customer audits • Co-branding • Cross merchandising
Bowman’s Strategy Clock
Tag Statements: Okanagan Sockeye Salmon Select
• Wild, Local, Sustainable, OceanWise approved
• Responsible Trade Salmon
• Lake-to-Plate in less than 24 hours
• A good news story:”Cause to come back”
• Available…First time in over 75 years
• Partial proceeds to fish conservation * local jobs
• Okanagan’s best kept secret!
Key Integrated Marketing Process
$100 + Sockeye
Cultural Events
-
Biodiversity Credits
Tourism (Eco-Interpretive
Tours, Nk’Mip RV Park)
Intellectual Property
Supplier – Value Chain
(1) opportunity identification,
(2) new product development,
(3) client attraction, (4) client retention
and loyalty building, and
(5) value fulfillment.
Marketing Inputs 7 P’s
• Product
• Price
• Promotion
• Place
• People
• Planet
• Politics
CONSUMER Purchase Decisions
• Product Choice
• Location Choice
• Brand Choice
• Other Choices Psychological Inputs
Culture
Attitude
Learning
Perception
Customer Buying Behaviour
100, 200, & 300 Mile Diet Winter, Spring, Summer, & Fall
Retail Direct Marketing
Food Service Direct
Marketing
Implementation
First Nation Vision: QVS River Branding Inland Salmon Fisheries
Vision Statement: To promote inland salmon fisheries, the river fishing cultures, and the high quality natural and wholesome food that is produced, as certifiably sustainable, healthy, and good value.
Quality Okanagan Wine Industry Model
Authenticates origins
Effective traceability
Quality management
Certification
COUNTRY FRANCE CANADA CANADA
Q AUTHENTICATION D.O.C VQA QVS
REGION BORDEAUX OKANAGAN HARRISON
PRODUCER WINERY X ROAD 13 STS’AILES
WINE MARGAUX FIFTH ELEMENT FILLET
VARIETAL GRAPE BLEND SOCKEYE
Responsible Trade
Responsible Trade
Respect | Relevance | Relations
Sustainability
• FAO Code of Conduct for Responsible Fishing (CCRF) • Consumer acceptance and demand: 1 in 3 respondents willingness to
purchase with eco-label • Consumer willingness: 1 in 15 respondents pay 10-20% higher margin
for eco-label; • Domestic Food service #1 Ocean Wise • Domestic Food Retail #1 MSC • anadian Okanagan Basin Technical Working Group (1997)
• Okanagan Nation – Colville Tribes
• Ad-hoc Bilateral Okanagan Basin Technical Working Group (2001)
• Various partnerships with governments and NGOs
Eco-Label Factoids: the green fish consumer in the Okanagan Region
Promotion
Awareness/Interest Personal selling Telemarketing Direct mail (CRM) Trade fairs and exhibitions Web, ListerServers, Social Media Commercial television Newspapers and magazines Radio Kiosks Point of sale displays Packaging
Change Behaviour Personal selling Direct mail (CRM) Point of sale displays Packaging Social Media Testimonial’s
© One Wild Earth © Kevin Dunn
Pricing Strategies – Researching Value
Revise the discount structure Change the minimum order size Charge for delivery and special services Charge for rushed orders Collect interest on overdue accounts Produce less of the lower margin models in the
line Write penalty clauses into contracts Change the physical characteristics of the product
(i.e. portion size)
© One Wild Earth © Kevin Dunn
Pricing Strategies
Food Service • Premium pricing (high quality) • Price skimming (intro) • Psychological (emotional) • Optional extras (+ caviar) • Product bundling (multi-species) • Geographical (Okanagan)
Food Retail • Penetration (lo-to-hi) • Product line (lb vs ½ lb) • Captive product (salmon on plank) • Geographical (Okanagan)
© ONA
Resource Kit
Branding http://www.marketingpower.com/Pages/default.aspx
Strategic planning http://www.balancedscorecard.org/
Strategic Management http://www.blueoceanstrategy.com/
Strategic planning-porter http://www.isc.hbs.edu/
http://www.indexmundi.com/commodities/?commodity=fish&mont
Fish pricing trends hs=120&commodity=fish
Lim Limpt – Thank you
For More Information
Richard Bussanich, Biologist
Toll Free 1.866.662.9609
www.okanagannation.com