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Clearwater Seafoods
Lobster Marketing Initiatives
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Consumer Segmentation
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Better understand consumer target markets
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Conducted online survey with 6000+ consumers
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Determine how consumers shop for, prepare and eat seafood
products
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Generated four distinct consumer segments
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Helps us prioritize, communicate and develop new products
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Branding
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China brand band
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Sell sheets
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Instructional videos
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Promotional tools
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Test Kitchen
 Marketing / Sales Tool
• Host chefs and customers
• Regular ideation sessions
• Product cuttings & comparisons
• Product support location
o Recipes, applications, cook methods, programs for customers
Hoisin Lobster Lettuce Wraps
Lobster Cocktail Martini
Lobster Slider
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New Product Development
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Innovation focused on value-added new product development
 Foodservice and retail
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Extensive market research to capture consumer/customer insights
 80 new product concepts screened annually
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Common innovation technology platforms based on insights
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Disciplined innovation development process
 Multiple projects being worked on at any one time
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In-market execution
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Sustainability
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Part of our value proposition
Sustainability awareness growing with the right customer
• Affluent and generally spends more on shopping and dining.
Developed video to educate customers of our sustainability efforts.
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Branding Success Requirements
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Past experience
 U.S. National Dairy Board
 State of Wisconsin various marketing boards
o Cherries, cranberries, corn, milk, soybeans, ginseng, potatoes
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Overarching success requirements
 Consistent quality – strict manufacturing/production requirements
 Trust – genuine, “real” products with no imitations
 Origin – certified with no imported or substitute ingredients
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Results
 Increased awareness and relevance
 Improved purchase intent
 Ability to command higher prices
 Higher quality perception
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