Transcript Retail FY16 Program Budget Overview

Alaska Seafood Marketing Institute
FY16 Retail BUDGET
Larry Andrews
Retail Marketing Director
May 5th, 2015
Retail FY16 Program Budget Overview
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Retail FY16 Program Budget Overview
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Retail Program Budget Highlights
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Major changes
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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)
Retail Program Challenges
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Challenges for coming year
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Promotion of Frozen
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Access to Correct Audience
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Increase Retail Promotions
Tie-In with Consumer PR
Editors & Food Writers: Make Frozen the New Fresh!
• Cooking Demonstrations
• Buyers
• Editors & Food Writers
Chief Sustainability Officers
Central Buying
Marketing Team
Retail Program Challenges
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Challenges for coming year
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Strong US Dollar Shifts Emphasis to Domestic Markets
Board Directives: “Special Projects”
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Retailer Reluctance
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Time to Plan & Respond
Impact on Current Projects
Limited Staff
Lack of Visibility: Industry Promotions in Marketplace
Promote at Requested Timeframe
Meet Minimal Requirements; Callout as Product of Alaska,
ASMI Logo, Reference RFM, etc.
Retail Program Opportunities
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Opportunities for FY16
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Uber Athlete: Continued Outreach to Younger
Audiences
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Reaching Millennials with Retailer Support
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Consumer PR Campaign Support
Increased In-Store Activity … Demos!
30% Use 4 or More Devices a Day!
66% Follow Brands on Social Media
Only 41% Enjoy Interacting with Brands
20% Hispanic
Retail Program Opportunities
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Opportunities for FY16
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New Sockeye Merchandising Plan
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“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
Takeaways from Boston and the Global
Seafood Marketing Conference…
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Boston
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Global Seafood Mktg. Conf.
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Continued Use of POS & Digital Assets (Creator Select Site)
Support for In-Store Demos
Support for US Jobs/ASMI American Themed POS
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
Takeaways from Boston and the Global
Seafood Marketing Conference…continued
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US Best of Class Sell More Wild Seafood Throughout the Year
Sales of Random Weight Seafood
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Sales Up +6.4%
Tonnage Down -2.8%
Avg. Retail Price Up +9.4%
Regional Sales Performance
Region
Northeast
Southeast
Mid South
South Central
Great Lakes
California
West
Plains
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Sales
$1.1B + 4.7%
$727M +5.7%
$524M +6.7%
$471M +6%
$44M +7.3%
$443M +9.3%
$441M +6.1%
$239M +5.7%
Pounds
145M -2.6%
85M -7.1%
67.5M -1.5%
91M -6.7%
2.7M -0.6%
62M -1.6%
61M -0.7%
35M +4%
Avg. Retail
+7.5%
+13.8%
+8.3%
+13%
+6.7%
+11.1%
+6.8%
+5.7%
Takeaways from Boston and the Global
Seafood Marketing Conference…continued
Top 10 Fin Fish Regionally
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Wrap up…
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Marketing in Canada (International not Domestic)
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Challenges
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How Can Board/Industry Support
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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)
Visibility Into Current Industry Marketing/Promotional Activities
Key Contact Lists
Introductions
Types of Promotions Proven Successful
Thank You!
Questions?
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