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Fresh salmon sales in European retail
PASSPORT
Name: Tim BrouwerAge: 28Work: Visscher Seafood
Has been a fisherman for 4 years
Fresh salmon sales in European retail
PRODUCT GROUPS
Salmon White Fish Other
Fresh salmon sales in European retail
SALMON
NORWEGIAN ASC NORWEGIAN CONVENTIONAL & GG
NORWEGIAN ORGANIC IRISH ORGANIC
SCOTTISH FAROESE & ICELANDIC
Fresh salmon sales in European retail
CUSTOMERS
RETAIL WHOLESALE & FOODSERVICE INDUSTRIAL & SMOKERS
Fresh salmon sales in European retail
KNOWLEDGE IS POWERBUT NOT ALWAYS
What would be the impact of the price increase in retail stores after January 1st 2017?
Fresh salmon sales in European retail
Fresh salmon sales in European retail
SPOT
10%
SHORT TERM
10%
1 YEAR CONTRACT
80%
2 YEAR CONTRACT
0%
SPOT
10%
SHORT TERM
0%
1 YEAR CONTRACT
10%
2 YEAR CONTRACT
80%
Contract Choicefall 2015 vs fall 2016
Fresh salmon sales in European retail
2016
44-46 NOK
2017+2018
55-58 NOK
The price increase is 20-25%
Fresh salmon sales in European retail
LOWER MARGINS
RAISE PRICES
DOWNSIZESALES UNIT
A B C
Fresh salmon sales in European retail
Customers who chose to pass through the price increase directlyto the sales price per unit see a dramatic decrease of demand.
110000
93000
140000
88000
69000
93000
JANUARY FEBRUARY MARCH
Retail chain X | price increase of 20% per unit
2016 2017
Fresh salmon sales in European retail
Customers who’ve raised their sales price per unit with 8% or lesssell more units and similar volumes.
67000
72000
68000
66000
73000
71000
JANUARY FEBRUARY MARCH
Retail chain Y | Price increase (8%), downsizedsales unit (10%), lower margin (2%).
2016 2017
Fresh salmon sales in European retail
Promotions
42000
25000
17000
3700038000
20000 19000
32000
ADD 1 JAN ADD 2 FEB ADD 3 FEB ADD 4 MAR
Salmon adds 2016 vs Salmon adds 2017
2016 2017
Fresh salmon sales in European retail
Promotions
30000
44000
31000
12000
6000 4500
ADD 5 JAN ADD 6 FEB ADD 7 FEB
Salmon adds 2016 vs Substitute adds 2017
2016 2017
Fresh salmon sales in European retail
SHINE BRIGHT LIKE A DIAMOND