Invitation to Tender. Cold Water Prawn Market Positioning Research. April 2013

Transcription

1 Invitation to Tender Cold Water Prawn Market Positioning Research April 2013 Karen Galloway Head of Marketing Seafish 18 Logie Mill Logie Green Road Edinburgh EH7 4HS

2 INVITATION TO TENDER FOR MARKET POSITIONING RESEARCH You are hereby invited to apply to provide a market positioning study on Cold Water Prawns (CWP) to Seafish (the Sea Fish Industry Authority). 1 Background Seafish is a UK NDPB established by the Fisheries Act The organisation is sponsored by Defra, the Scottish Government Marine Directorate, the Welsh Assembly Government and Department of Agricultural and Rural Development, Northern Ireland. Seafish is funded by levy paid on all seafood landed or imported into the UK (excluding salmon and canned product). Our work cuts across all segments of the seafood value chain from catching and farming; through primary and secondary processing, importing and distributing through to retail and foodservice operators. Seafish are currently working to a Corporate Plan which received Ministerial endorsement in March 2013 with key activities determined by three industry Sector Panels. More information is available on our web site The UK seafood industry is a complex and dynamic industry worth around 5.5billion pounds in The seafood market is international with species caught around the UK being exported and UK consumers favouring species imported from around the globe. Cold water prawns (Pandalus Borealis) come from the northern waters around Norway, Canada, Iceland, Greenland and the Faeroes. The UK is the largest market for this species. Please see Appendix 1 for a summary of current performance. 2 Requirements CWP have seen volume and value decreases over recent years as a result of increased availability (and promotions) on warm water prawns which are farmed in the Far East. Seafish research in 2006 showed that consumers see CWP as meeting only a few of their meal needs whilst WWP were more exotic and exciting. This research is available to tendering companies. Seafish, in conjunction with a number of CWP producing companies, seeks to establish a new market positioning for CWP through a multistage consumer research project. Companies are asked to submit 500 words and no more than 5 powerpoint slides outlining their approach, proposed methodology and relevant experience.

3 3 Proposed Composition To fully understand consumer perceptions CWP through: A. Trade positioning To undertake telephone interviews with a range of seafood buyers and seafood category marketing managers in UK retail and foodservice suppliers to establish attitudes towards CWP. This to take place in a very tightly defined timeframe in order that buyers can be advised when will occur. Key questions to be answered: - Interaction with warm water prawns do they view them separately or as one category - Continuity, availability and pricing issues - Competitive set (if you didn t sell CWP what would you sell instead?) and relative pricing - Consumer demand - Sustainability and traceability - How are these changing and how do you foresee them changing in the future? Retail Foodservice suppliers Foodservice operators Tesco Brake Brothers Hotel chain Asda Seahawk Pub chain Sainsburys Sykes Contract caterer Morrisons AN OTHER Waitrose M&S

4 B. Consumer occasion definition: To take place after trade interviews To endorse and potentially extend the occasions which from previous research, we believe are opportunity areas for CWP via innovative and possibly on-line methodologies and communities, potentially across a 6 week timescale. Targeting foodies: Own the seafood starter: to become the seafood of choice for starters. This will allow the product to be differentiated from WWP. Targeting mums: After school/children s snacking : to use the ready to eat nature of the product to establish a position within the children s market. Key questions to be answered: - Are these occasions correct? - Are there other potential occasions? - How is the product used currently? How could it be used in the future? - What are the accompaniments and potential category partners? - What are the barriers to increased consumption? - Are there any price barriers? - What is the competitive set? What product would be purchased if CWP were unavailable? - What is the price and value for money positioning (current and potential)

5 - C. Taste profiling: To run simultaneously to consumer research To establish an appropriate language for the taste and texture of the product moving it beyond the traditional sweet and juicy in order to provide an own-able range of words for the category which are meaningful for both consumers and foodservice chefs. It is anticipated this would be done in conjunction with a sommelier and/or chef (s). Key questions to be answered: o What is the optimal flavour combination CWP? (e.g. salmon and watercress?) o Is there a new or up and coming ethnic flavour which lends itself to CWP (e.g. sumac, ras el hanout) o What is the optimal wine match for CWP 4 Research Methodology Agencies are asked to consider all methodologies and should identify the rationale, merits and limitations of their chosen methodology. It is anticipated that this research will take advantage of a range of new research methodologies including blogging networks, friendship groups etc. 5 Research Outputs Outputs should be in the form of a final report in PowerPoint and an executive summary (either Word or PowerPoint). All data tables and background data files should also be made available to Seafish after delivery of the final report. This report will be presented at the International Cold Water Prawn Forum, London, 21 st November The winner tenderer should be available to present at this conference.

6 6 Awarding Criteria Tenders will be assessed for their value-for-money and according to the following criteria: 1. Understanding of the research specification (20%) 2. Interpretation of the specification and creativity in the presented solution (30%) 3. Relevant experience in fresh food consumer research, an understanding of the category management process (30%) 4. Staff management arrangements, particularly arrangements for interviewer briefings (20%) Those that tender should be aware that if a tender is judged unsatisfactory on any of the criteria listed above, it may be ruled out of further consideration. The tenders will be assessed by the Project Steering Group. 7 Responsibilities of the Contractor The contractor will be responsible for the design, fieldwork, data analysis and preparation of the final report to an agreed standard in a timely manner. Your tender should state which (if any) professional codes of practice you will follow. 8 Contract Management The contract will be managed by Karen Galloway who will be responsible for final versions of questionnaires and outputs. The project will be overseen by a steering group consisting of: - Karen Galloway, Head of Marketing, Seafish - Øystein Pettersen, Managing Director, Norway Prawns - Lise-Lotte Callesøe York, Category Manager, Royal Greenland

7 9 Timetable Actions Date(s) 1. Distribution of application to tender document 29 April Last date for receipt of tender document submission 20 May Tender pitches to take place in London (Steering Group) 28 th May or 30 th May Letter to successful applicant of intent to award contract 3 June Notification to unsuccessful applicants 3 June Project commencement date 10 June First project briefing, London (Steering Group) w/c 17 June Trade research to take place w/c 24 June Trade research to be debriefed (London, Steering Group) 4 th July Consumer fieldwork completion August Working de-brief on project findings w/c 2 September Final report 23 September Final Presentation to industry conference 21 November 2013

8 10 Submission of Tender Documents Please see Appendix 2 for the tender submission guidelines. Tender documents should be submitted by post or to Karen Galloway k_galloway@seafish.co.uk by 12 noon on 20 May When a tender is submitted by electronic media ( ), the following shall apply: (i) (ii) An acknowledging receipt of the tender will be sent to the sender. No responsibility will be held by Seafish for any missing or corrupt data being received. If the document is illegible Seafish may request that the document is sent in hard copy format. Submission by post in hard copy format is available to tenderers please contact Karen Galloway for details. Please note submission is the preferred delivery method. 11 Costs A total budget of no more than 40,000 is available for this project. In the first instance we would ask the tenderer(s) to give an indication of budgetary spend necessary to meet the Composition requirements. 12. Recovery of costs An applicant is not entitled to claim from Seafish any costs or expenses incurred in preparing the tender document whether or not it is successful.

9 APPENDIX 1 Summary of CWP Performance Additional information is available on request. VOLUME 000's KGs VALUE 000s PRICE PER KG 52 WK % CHG YA 52 WK % CHG YA 52 WK % CHG YA TOTAL PRAWNS 30, , COLD WATER PRAWNS 13, , AMBIENT COLD FRESH COLD 8, , FROZEN COLD 5, , WARM WATER PRAWNS 16, , AMBIENT WARM FRESH WARM 9, , FROZEN WARM 6, ,

10 APPENDIX 2 Guidance for Tender Submission The following information should be included in a response: Name of the tenderer(s), status in the company, and name of person for further contact (if different); A brief statement (in no more than 500 words) detailing an understanding and interpretation of the purpose, specific objectives and scope of the project; Details of the proposed methodologies and outline costs in no more than five powerpoint slides; Details of previous research experience relevant to the current application; Tenderers must have experience in fresh food research, demonstrate an understanding of the seafood category and understand the category management process employed by UK retailers. Contact details for referees in relation to this work; A clear statement of the tender price and costs under the following subheadings for each stage of the project: Research / management staff costs Equipment and materials Reimbursement of participants Travelling expenses Overheads Any other costs VAT where applicable Total Please note that Seafish are not registered for VAT.