Simon Smith Managing Director

Transcription

1 More People More Fish More Often Sjávarútvegsráðstefnan 2015, Hilton Reykjavík Nordica, nóvember. Simon Smith Managing Director

2 Source: FAO, DnB, Rabobank and Icelandic Group, TNS Insight.

3 ,8,6,4,2 1 The UK Retail Fish Market,8,6 2 bn 1.2 bn,4,2 0 Chilled Fish Frozen Fish

4 UK 4bn market Top 4 Species = 70% Frozen 22% Ambient 15% Chilled 63% Trout 2% Plaice 1% Sole 1% Tuna 2% Sea Bass 2% Mackerel 3% < 20m 19% Haddock 7% Cod 9% FARMED Prawns 15% Salmon 39% Source Nielsen Scantrak

5 Around half of the total UK chilled fish market is supplied from Grimsby processors and in Whitefish closer to 90%

6 Location Knowledge Skills A true cluster of expertise

7 380m Wetfish Smoked Coated Ready To Eat 1200 People 100% Grimsby 4 Sites

8 Three Pillars to our Strategy Icelandic inspires consumers in its core Markets to eat more quality fish from sustainable resources Market driven with a deep understanding of consumers needs and trends Best-in-Class operations, with focus on efficiency, quality and flexibility Expertise through the supply chain Attract and retain top talent with expert knowledge of seafood and consumer behaviour Innovated seafood category manager with focus on R&D throughout the value chain

9 Industry leading Consumer Expertise CUSTOMER SPECIFIC TESCO Dunnhumby M&S IRI Advantage OCADO Shopper Centre SAINSBURY Nectar FISH MARKET MISSIONS Total Fish KANTAR WORLDPANEL PURCHASE Total Fish EXPERT SOLUTIONS USAGE Total Fish SEAFISH Industry Levy MACRO TRENDS IGD Retail Analysis Retailers, Countries, Trends & ShopperVista consumer tracking, trends, attitudes EXPLORE QUALITATIVE RESEARCH ONLINE

10 4 Consumer megatrends

11 Health as a reason for choice now in growth as confidence returns 30 % of servings J F M M A M JJ J J AA SS OO NN D D J J F F MM M M A A M M J J J J A A S S O ON ND D J J F FM M M Rolling 12 weeks data to 1 st March 2015 KWP usage

12 Less Time In The Kitchen TIME TAKEN TO PREPARE & COOK THE MAIN MEAL minutes minutes minutes

13 Some of our favourites on the threshold Average Preparation Time 13 Kantar Worldpanel

14 33 minutes Average Preparation Time 14 : Chilled fish meals Kantar Worldpanel

15 What is the biggest selling fish product in the UK?

16 How many Households buy the biggest UK Product?

17 How many Households buy the biggest UK Product?

18 How often do they buy it?

19 Best selling Meat product

20 Bringing new CONSUMERS to fish

21 A consumer insight driven strategy

22 Consumer fear What do I do with it?

23 We have identified 3 consumer personas Fresh fish Fanatics Fish Wanabees Fish Frighteners

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25 What do shoppers and consumers need? Rational

26 What do shoppers and consumers need? Rational EMOTIONAL

27 What do shoppers and consumers need? Rational SEAFOOD INDUSTRY EMOTIONAL

28 What do shoppers and consumers need? Rational EMOTIONAL SEAFOOD INDUSTRY SEAFOOD CONSUMERS

29 What do shoppers and consumers need? Product Brand & Category positioning EMOTIONAL SEAFOOD INDUSTRY SEAFOOD CONSUMERS

30 What do shoppers and consumers need? Rational Success comes by ensuring that products and brands fulfil both rational and emotional consumer needs EMOTIONAL SEAFOOD INDUSTRY SEAFOOD CONSUMERS

31 The language of branding Rule #1 A name is not a Brand

32 The language of branding

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38 Truly integrated 21 st century communications ATL Traditional media Pay per click New Channels Digital, PR & Social Media Search Optimization Best Website Store Customer Relationship

39 Frequency Insert Saucy 2015 final 030 TV Ad

40 We ve attracted new shoppers More than 50% of sales are genuinely incremental 25% are new to the category

41 Saucy Shoppers Have higher value shopping baskets 7% higher Are highly loyal and will switch stores if not available Have highest share of wallet in the category 20% Higher repeat rates than own label

42 Our Saucy Fish icon is strong enough to have some fun..

43 Insert School of fish movie

44 Thank You