sei in: Marketing --> caseHistories

Case Histories

 


Customer:

Group FinIper S.p.a.

Competitive scene:

Promoting the campaign for sustainable swordfish fishery in the Mediterranean Sea. Objective: to increase the sale of swordfish caught in sustainable manner exclusively in the Mediterranean Sea.

Objective: To increase the sale of swordfish caught in a sustainable manner exclusively in the Mediterranean Sea.

Strategies:

Technical strategy: Supervision and verification of the companies involved in the supply chain of fresh swordfish, from the production to the distribution; research of the most suitable certification for the product and assistance in the realization of the same.

Promotional strategy:


• Video sent to loop in all outlets Iper (in front of the fish stand) containing images of angling swordfish, by Iper vessels.
• Printing of promotional material to distribute to consumers in the fish stands in supermarkets.
• Creation and diffusion of thematic articles by the national press.
• Targeted promotion on the sales through ad hoc strategies.

Results:

Growth of the certificate swordiship sales when present at the stand even at a price significantly higher than the conventional one.

Customer:

Alaska Seafood (Institute of Marketing of Fish Alaska)

Competitive scene:

Promoting excellent seafood caught in the Gulf of Alaska and in the Bering Sea, including the Alaska sablefish.

Purpose:

Increasing the sale of the Alaskan sablefish and other high commercial value seafood from the Pacific, among retailers and haute cuisine.

Strategies:

• Promotion of the Alaskan sablefish through the creation of dishes based on this highly prized fish by Michelin-starred chefs.
• Ad hoc events creation officiated by culinary journalists, press and buyers of companies in the fishing industry and retailers.

Results:

Increased knowledge from the distributor and the Italian consumers of fish products made in Alaska; consequent increase in sales of Alaskan sablefish when present at the stand even at a price significantly higher than the conventional one. Increased interest and demand from haute cuisine towards the Alaska sablefish.

Customer:

Dutch Fish Marketing Board

Competitive scene:

The launching of an extensive marketing campaign in Italy for the sustainable plaice fishery in the North Sea.

Purpose:

To increasing the awareness and the sale of plaice among retailers, suppliers, and catering companies.

Technical strategy:

Supervision and verification of the methods adopted for the sustainable fishery in the North Sea by Dutch fishing vessels participating in the project; we have supported the Dutch company (that manages the collective label) in the supervision of their certification systems, traceability of the product and technical consultancy and communication.

Strategies:

Opinion polls and market surveys targeted at buyers of the main national seafood companies to verify interest in importing and purchasing sustainable plaice fishery in the North Sea.

• Videos about sustainable plaice fishery;
• Promotion of plaice by videos containing interviews and preparation of recipes by famous national chefs;
• Ad hoc events and workshops officiated by specialized press and buyers from seafood industries;
• Creation of educational activities for children in primary schools in the city of Milan to the knowledge of the fish caught in a sustainable manner including plaice;
• Printing of promotional material for distribution to consumers over fish stands in supermarkets.

Expected Results (project in progress):

Increase in sales of sustainable plaice when present on the bench; more interest and demand for plaice by Horeca and food services.

Customer:

Norge (Norwegian Seafood Council)

Competitive scene:

Promoting excellent Norwegian fish products including Norwegian farmed salmon and the Nordic Cod from which we get the prized salted cod and stockfish.

Purpose:

To increase the sale of the highly valued Norwegian salted cod and stockfish within the large retail and foodservice.

Strategies:

Opinion polls and market surveys targeted at the buyers of the main italian retail companies that sell fish product nationwide to gauge interest in importing and purchasing salted cod and stockfish from Norwegian companies. • Supervision and verification of numerous production companies in Norway and dialogue with numerous public and private associations in the area.
• Promotion of stockfish and salted cod through the creation of culinary dishes of this precious fish by renowned Italian chefs.
• Ad hoc events/workshops creation officiated by culinary journalists, press and buyers of companies in the fishing industry and retailers.
• Creation and diffusion of thematic articles by the national press.

Results:

Sales increase of the Norwegian salted cod and stockfish even when present at a significantly higher price than the conventional one

Customer:

ProChile (promotional body for the improvement and the growth of trade policy in Chile)

Competitive scene:

Promoting excellent fish products including the Pacific raised Chilean scallop, swordfish and king crab, focusing and documenting their production cycle.

Purpose:

Increasing the sale of the Chilean Pacific scallop within retalers chains and the king crab within haute cuisine

Strategies:

Opinion polls and market surveys targeted at the buyers of the main companies that sell fish product nationwide, to gauge interest in importing and purchasing seafood from Chile.

• Supervision and verification of numerous production companies in Chile and dialogue with numerous public and private associations in the area.
• Ad hoc events creation officiated by culinary journalists, press and buyers of companies in the fishing industry and retailers.
• Meetings and workshops for buyers of the main national seafood companies aimed at the knowledge of fishery products from Chile.

Results:

Increased knowledge from the distributor and the Italian consumer of fish products made in Chile and the consequent increase in sales of the Chilean seafoods when present in the stand

Promoter:

Eurofishmarket S.n.c


Financial backer and advocacy:

Ministry of Agriculture and Forestry

Purpose:

To Inform consumers so that they have a better understanding of the problems of the fishery sector, not only for a right choice of product but also for a better focus on sustainability and respect for food security.

Materials and methods:

• Design and supply of all material useful for the archieving of the online fish encyclopedia, from photography, to the technical application of computer graphics.
• Creating a multimedia encyclopedia dedicated to professionals and consumers containing more than 1000 species of fish, crustaceans, molluscs and sea urchins, with technical Species – specific schedes.

Diffusion:

Through the MIPAF website and through all Eurofishmarket media channels.

Customer:

Lombardy Region

Purpose:

To introducing the variety of fish species present in the many lakes in the region of Lombardy.

Strategies:

• Creation of a CD containing informations about all of the most interesting commercial fish species in the Lombardy region, with particular attention to those of fresh water.
• Realization of informative brochures and videos useful for consumers formation.

Results:

Disclosure of informative material in more than 10,000 schools to raise awareness among young people and their families on the purchase about fish close to their territory.

Customer:

Region of Sicily

Purpose:

To introducing and learn about the variety of fish species typical of the Italian Mediterranean waters (particularly on the Sicilian coast) in order to provide clear information about the purchase and consumption of the products to Italian consumers, and to raise awareness on purchasing Italian fish product.

Strategies:

• Realization of two TV formats and therefore two transmissions of about 20 minutes for the satellite Sky channel, Gambero Rosso Channel which is one of the most successful channels for those who love cooking shows in Italy.

Results:

Great auditel, greater diffusion of information about national and alternative fish products. More awareness for consumers and catering staff.

Customer:

Gambero Rosso

Purpose:

To train future chefs, professional journalists and consumers. Awareness of conscious purchasing decision trough the learning of the variey of fish species traded on the Italian market.

Strategies:

• Ad hoc courses and lessons concerning the identification of the main fish species traded on the European market, the evaluation of the freshness of the fish and also the nutritional and sensory value
• Printed and audiovisual editorial material.

Results:

Increased knowledge of the fish variety on the market. Increased awareness and attention for catering staff about alternative made in Italy fish products .

Customer:

BordBìa

Competitive scene:

Promoting the excellent Irish seafood products including organic farmed salmon (Salmo Salar), Atlantic mussels and prawns.

Purpose:

Increasing the sales of the organic farmed salmon (Salmo Salar) within retailers and within haute cuisine.

Strategies:

Opinion polls and market surveys targeted at buyers of main national retail companies to gauge interest in importing and purchasing Irish seafood.
• Verification of the most innovative salmon and mussel farms; studies about the methods and the production cycles, nutritional and sensorial peculiarities and quality standards.
• Creating video material containing images of various stages of the farmed organic salmon in some centers in Ireland
• Ad hoc events/workshops creation officiated by culinary journalists, press, buyers from companies in the fishing industry and retailers.
• Creation and diffusion of thematic articles by national press.
• Meetings and workshops for buyers of main national seafood companies aimed at knowledge of Irish fish products.

Results:

Greater awareness from the distributor and the Italian consumer of Irish fish products and the consequent increase in sales.

Customer:

Cromaris (Croatian private company that deals with breeding, sale and processing of various fish species farmed exclusively in its plants in the Adriatic Sea)

Purpose:

To supervise the aquaculture of sea bream and sea bass branded "Cromaris" in order to promote them properly among more sensitive distributors in the Italian market.

Strategies:

Opinion polls and market surveys targeted at the buyers of the main companies that sell fish product nationwide to gauge interest in importing and purchasing seafood from Croatia.
• Visit to the most innovative production and breeding center "Cromaris". Study of aquaculture procedures, the entire cycle of production, nutritional and sensory quality standards and the profit.
• Creating video material containing images of various stages of seabream and seabass farming in Cromaris breeding centers.
• Ad hoc events/workshops creation officiated by culinary journalists, press and buyers of companies in the fishing industry and retailers. • Creation and diffusion of thematic articles by the national press.
• Meetings and workshops for buyers of the main Italian fish product companies aimed at the knowledge of Cromaris products.

Results:

Increased knowledge from the distributor and the Italian consumer of "Cromaris" fish products and the consequent increase in sales of the product itself when present on the bench.

Customer:

Esselunga ( Italian supermarket chains operating in northern and central Italy)

Competitive scene:

Enforcing the verification of seafood products in slices and fillets in order to ensure that the consumer is aware about possible replacement fraud of species.This will be achieved trough being in compliance with the labeling, continuously checking the correspondence between the scientific name declared by the supplier and raw material supplied by the same.

Purpose:

Verifying processed seafood in steaks and fillets from different sellers by isoelectric focusing (IEF) and PCR and ensure traceability to consumers.

Strategies:

• Creation with scientific and institutional partners of the first Italian data-base of standard species-specific through the method of IEF. This project was funded by MIPAAF in 2004. Esselunga has became a partner of the University of Veterinary Medicine of Milan, Turin University, Altroconsumo and Aquatilia.
• Collection, verification and continuous analysis of products manufactured in pieces and thread for self-monitoring and implementation of research data.
• Creation and diffusion of results through ad hoc articles on the subject by the national press.
• Meetings and conferences with the stakeholders of the fishery sector including the public and private bodies involved in the control of fish products in Italy, aimed at the knowledge of the methodology and of the results of the project carried out in collaboration with Esselunga Spa.

Results:

Additional protection for the consumer and a significant decrease in commercial fraud substitution of fish species, especially in the case of consumption of manufactured goods in steaks or fillets. Greater assurance for the customer Esselunga through the certification of successful species identification and control suppliers, expressed the labeling of fish products on the market, especially for processed products.