Download - Ojeda primefish barcelona 6 april-2017
![Page 1: Ojeda primefish barcelona 6 april-2017](https://reader035.vdocument.in/reader035/viewer/2022062523/58ecab211a28ab5c308b463f/html5/thumbnails/1.jpg)
PrimeFish 2nd Annual Meeting. Barcelona (Spain) April 6th 2017
The vision and strategy behind collective brands: Crianza de Nuestros Mares.(How actions like this can contribute to the competitiveness of an industry)
Javier Ojeda (APROMAR)Mateo Blay (AGR Food Marketing)
![Page 2: Ojeda primefish barcelona 6 april-2017](https://reader035.vdocument.in/reader035/viewer/2022062523/58ecab211a28ab5c308b463f/html5/thumbnails/2.jpg)
PrimeFish 2nd Annual Meeting. Barcelona (Spain) April 6th 2017
How can we increase the sales and value of our (farmed fish) productions?
1
![Page 3: Ojeda primefish barcelona 6 april-2017](https://reader035.vdocument.in/reader035/viewer/2022062523/58ecab211a28ab5c308b463f/html5/thumbnails/3.jpg)
PrimeFish 2nd Annual Meeting. Barcelona (Spain) April 6th 2017
The two strategic paths to be competitive are to be competitive on costs or through differentiation
2
![Page 4: Ojeda primefish barcelona 6 april-2017](https://reader035.vdocument.in/reader035/viewer/2022062523/58ecab211a28ab5c308b463f/html5/thumbnails/4.jpg)
PrimeFish 2nd Annual Meeting. Barcelona (Spain) April 6th 2017
If our product is really different or unique on something that can be give value to (considering consumer’ wishes) lets do it.
If it is not, let’s create that difference!
3
![Page 5: Ojeda primefish barcelona 6 april-2017](https://reader035.vdocument.in/reader035/viewer/2022062523/58ecab211a28ab5c308b463f/html5/thumbnails/5.jpg)
PrimeFish 2nd Annual Meeting. Barcelona (Spain) April 6th 2017
Marketing
Innovation
Enhance valueRecover value
Creates value
Recover value
“Plátano de Canarias”(spots/taste)
Kaki hard“Persimon”
Watermelon Without seeds “Bouquet”
Enhance value
![Page 6: Ojeda primefish barcelona 6 april-2017](https://reader035.vdocument.in/reader035/viewer/2022062523/58ecab211a28ab5c308b463f/html5/thumbnails/6.jpg)
PrimeFish 2nd Annual Meeting. Barcelona (Spain) April 6th 2017
How can we enhance the value of our difference?
Communicating through a brand can make us more competitive.
4
![Page 7: Ojeda primefish barcelona 6 april-2017](https://reader035.vdocument.in/reader035/viewer/2022062523/58ecab211a28ab5c308b463f/html5/thumbnails/7.jpg)
PrimeFish 2nd Annual Meeting. Barcelona (Spain) April 6th 2017
We have to move away from selling (commodity) products and sell recognizable brands.But what brands?
5
![Page 8: Ojeda primefish barcelona 6 april-2017](https://reader035.vdocument.in/reader035/viewer/2022062523/58ecab211a28ab5c308b463f/html5/thumbnails/8.jpg)
PrimeFish 2nd Annual Meeting. Barcelona (Spain) April 6th 2017
Successful brandsGeographical brands
Private brands+ Sales+ Value
Plátano de Canarias
California wallnuts
Jerte cherries
![Page 9: Ojeda primefish barcelona 6 april-2017](https://reader035.vdocument.in/reader035/viewer/2022062523/58ecab211a28ab5c308b463f/html5/thumbnails/9.jpg)
PrimeFish 2nd Annual Meeting. Barcelona (Spain) April 6th 2017
What do they have in common?1. Maintaining quality over time.
2. Communication through advertisements B2C brands.
3. Collective brands Result of company unions or cooperatives.
![Page 10: Ojeda primefish barcelona 6 april-2017](https://reader035.vdocument.in/reader035/viewer/2022062523/58ecab211a28ab5c308b463f/html5/thumbnails/10.jpg)
PrimeFish 2nd Annual Meeting. Barcelona (Spain) April 6th 2017
Future of the
industry
UNION
Economic resources
Marketing & communication
Collective brand for consumers
= Differentiation
+ Sales / + Value
![Page 11: Ojeda primefish barcelona 6 april-2017](https://reader035.vdocument.in/reader035/viewer/2022062523/58ecab211a28ab5c308b463f/html5/thumbnails/11.jpg)
PrimeFish 2nd Annual Meeting. Barcelona (Spain) April 6th 2017
Thanks to the union in a collective brand, besides sales and value…
+ Internationalisation+ Power in front of retailers+ Social & political relevance+ RTD+ Economic support
We can obtain:
![Page 12: Ojeda primefish barcelona 6 april-2017](https://reader035.vdocument.in/reader035/viewer/2022062523/58ecab211a28ab5c308b463f/html5/thumbnails/12.jpg)
PrimeFish 2nd Annual Meeting. Barcelona (Spain) April 6th 2017
What about our fish? (Spanish aquaculture)223.709 t408 M€
Seabass: 17.380 tSeabream: 16.230 t
Seabass : 20.800 tSeabream : 19.200 t
Seabass : 9.000 tSeabream : 8.000 t
Total
Marine aquaculture
Domestic market
Imports45%
![Page 13: Ojeda primefish barcelona 6 april-2017](https://reader035.vdocument.in/reader035/viewer/2022062523/58ecab211a28ab5c308b463f/html5/thumbnails/13.jpg)
PrimeFish 2nd Annual Meeting. Barcelona (Spain) April 6th 2017
Sold fresh & ungutted Sold unpacked, on ice Spain, our main market.
What about our fish?
![Page 14: Ojeda primefish barcelona 6 april-2017](https://reader035.vdocument.in/reader035/viewer/2022062523/58ecab211a28ab5c308b463f/html5/thumbnails/14.jpg)
PrimeFish 2nd Annual Meeting. Barcelona (Spain) April 6th 2017
Work under the objectives of the EU CFP Values: freshness, proximity and healthy Aiming to benefit retailers and consumers (besides us) Each fish must bear a tag
What about our fish?
![Page 15: Ojeda primefish barcelona 6 april-2017](https://reader035.vdocument.in/reader035/viewer/2022062523/58ecab211a28ab5c308b463f/html5/thumbnails/15.jpg)
PrimeFish 2nd Annual Meeting. Barcelona (Spain) April 6th 2017
Have we achieved a successful collective B2C brand?
(Not yet, but getting there!)
![Page 16: Ojeda primefish barcelona 6 april-2017](https://reader035.vdocument.in/reader035/viewer/2022062523/58ecab211a28ab5c308b463f/html5/thumbnails/16.jpg)
PrimeFish 2nd Annual Meeting. Barcelona (Spain) April 6th 2017
We start with a product that has a competitive advantage, offering a real value (physical, psychological, emotional, social, …)
First
Origin & freshness
![Page 17: Ojeda primefish barcelona 6 april-2017](https://reader035.vdocument.in/reader035/viewer/2022062523/58ecab211a28ab5c308b463f/html5/thumbnails/17.jpg)
PrimeFish 2nd Annual Meeting. Barcelona (Spain) April 6th 2017
We communicate this advantage to consumers through a brand and have decided (from the beginning) what type of B2C brand you wanted. Geographica
lPrivate
Second
![Page 18: Ojeda primefish barcelona 6 april-2017](https://reader035.vdocument.in/reader035/viewer/2022062523/58ecab211a28ab5c308b463f/html5/thumbnails/18.jpg)
PrimeFish 2nd Annual Meeting. Barcelona (Spain) April 6th 2017
Geographical
![Page 19: Ojeda primefish barcelona 6 april-2017](https://reader035.vdocument.in/reader035/viewer/2022062523/58ecab211a28ab5c308b463f/html5/thumbnails/19.jpg)
PrimeFish 2nd Annual Meeting. Barcelona (Spain) April 6th 2017
All the producers participating in the brand must communicate the same brand in all of their objects.
Third
VS.
![Page 20: Ojeda primefish barcelona 6 april-2017](https://reader035.vdocument.in/reader035/viewer/2022062523/58ecab211a28ab5c308b463f/html5/thumbnails/20.jpg)
PrimeFish 2nd Annual Meeting. Barcelona (Spain) April 6th 2017
![Page 21: Ojeda primefish barcelona 6 april-2017](https://reader035.vdocument.in/reader035/viewer/2022062523/58ecab211a28ab5c308b463f/html5/thumbnails/21.jpg)
PrimeFish 2nd Annual Meeting. Barcelona (Spain) April 6th 2017
We began the communication of the brand fulfilling the 3 conditions for a successful communication campaign.
Make it visible
Make it attract
attention
Make it motivate buying
Good communication plan & media
strategy
Nice creativity Correct communication
strategy
Forth
![Page 22: Ojeda primefish barcelona 6 april-2017](https://reader035.vdocument.in/reader035/viewer/2022062523/58ecab211a28ab5c308b463f/html5/thumbnails/22.jpg)
PrimeFish 2nd Annual Meeting. Barcelona (Spain) April 6th 2017
• We have a vision (and patience).
• The objectives of marketing (sales & value) arrive after achieving the objectives of brand communication (notoriety, image & positioning).
Fifth
![Page 23: Ojeda primefish barcelona 6 april-2017](https://reader035.vdocument.in/reader035/viewer/2022062523/58ecab211a28ab5c308b463f/html5/thumbnails/23.jpg)
PrimeFish 2nd Annual Meeting. Barcelona (Spain) April 6th 2017
Sixth• We have made sure that we
have the required economic resources, (+EMFF + Spain’s MAPAMA)
• Economic effort depends on the size of the geographical target market area.
![Page 24: Ojeda primefish barcelona 6 april-2017](https://reader035.vdocument.in/reader035/viewer/2022062523/58ecab211a28ab5c308b463f/html5/thumbnails/24.jpg)
PrimeFish 2nd Annual Meeting. Barcelona (Spain) April 6th 2017
• Keep high quality over time.
• A brand is simply a promise we must keep.
Seventh
![Page 25: Ojeda primefish barcelona 6 april-2017](https://reader035.vdocument.in/reader035/viewer/2022062523/58ecab211a28ab5c308b463f/html5/thumbnails/25.jpg)
PrimeFish 2nd Annual Meeting. Barcelona (Spain) April 6th 2017
We have relied on good and experimented communication and marketing professionals to walk successfully this road.
Recommendation
![Page 26: Ojeda primefish barcelona 6 april-2017](https://reader035.vdocument.in/reader035/viewer/2022062523/58ecab211a28ab5c308b463f/html5/thumbnails/26.jpg)
PrimeFish 2nd Annual Meeting. Barcelona (Spain) April 6th 2017
Not yet…Have we succeeded?
![Page 27: Ojeda primefish barcelona 6 april-2017](https://reader035.vdocument.in/reader035/viewer/2022062523/58ecab211a28ab5c308b463f/html5/thumbnails/27.jpg)
PrimeFish 2nd Annual Meeting. Barcelona (Spain) April 6th 2017
Why continue?
Because the brand is an asset that we can’t afford losing Because we
create an entrance barrier to cheaper imports
Because it is an information responsibility towards consumers
Having a brand allows for better negotiation capacity with retailers
Tags can be improved and help to differentiate our product at the fish counters
Because it makes us different & will allow for +Sales/+Value
![Page 28: Ojeda primefish barcelona 6 april-2017](https://reader035.vdocument.in/reader035/viewer/2022062523/58ecab211a28ab5c308b463f/html5/thumbnails/28.jpg)
PrimeFish 2nd Annual Meeting. Barcelona (Spain) April 6th 2017
We take care of our brand and trust the business vision of the project
![Page 29: Ojeda primefish barcelona 6 april-2017](https://reader035.vdocument.in/reader035/viewer/2022062523/58ecab211a28ab5c308b463f/html5/thumbnails/29.jpg)
PrimeFish 2nd Annual Meeting. Barcelona (Spain) April 6th 2017
I hope you found this presentation interesting.Thanks for your attention.
Javier Ojeda (APROMAR) [email protected] Blay (AGR Food Marketing) [email protected]