Question

Topic: Strategy

Branding Norwegian Salmon

Posted by jared on 1/3/2017 at 3:26 AM ET 250 Points
Hello all you marketing gurus... I'm looking for a few ideas on how to build a brand for Norwegian salmon. This product is used in restaurant Kitchens and sushi bars, therefore it does not go into any retail space where there is a branding opportunity. Our challenge is that the salmon is sold to restaurateurs who immediately discard all Packaging ( polystyrene boxes) and cut up the fish for grilling or serving raw as sushi. The consumer is the restaurateur. They have about 8 other alternative choices of suppliers for The Identical product. We all receive our salmon from the same farms in Norway.

Would simply placing a plastic tag somewhere on the salmon stating superior quality with a quality "looking" logo be sufficient at differentiating the product and creating a quality brand? Should I brand the outside box instead? Or both? Should our marketing efforts be with the people eating the product in restaurants?

There is a miniscule margin of 2.5% on the product and therefore cost is a serious factor of consideration when it comes to Marketing.

Any help would be much appreciated. Many thanks in advance.
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RESPONSES

  • Posted by Jay Hamilton-Roth on 1/3/2017 at 9:18 AM Accepted
    If your product is identical to the customers, why do people choose to purchase from you?
    What distinguishes you from your competition - pricing, service, or something else?
    Do you know who makes the buying decision for the salmon? If it's administration, then emblazon it on the shipping materials - where staff in receiving will see it. If it's the chef, then a message with the salmon (don't make it more difficult for them to prep the product) would make sense.
  • Posted by Mike Steffes on 1/3/2017 at 10:50 AM Member
    Rather than building a brand for Norwegian salmon, it might be better to build your company name into one that stands for quality in the industry. That's of course a longer term plan, but it builds a platform capable of supporting premium products (with their own pricing and higher marketplace goodwill).
  • Posted by jared on 1/3/2017 at 1:12 PM Author
    Hi Jay and Mike - Both very interesting points you make.

    Jay - We are generally a little cheaper then the competition. However it is such a cutthroat market space that a customer would buy from the next supplier if they are $0.10 cheaper per pound in a particular week. I loved the idea of understanding who buys / receives the salmon - Never thought of that detail.

    Mike - Thanks for your great suggestions. This is of course the plan for us. The questions is how do we go about implementing such a plan and making sure it takes us to where we want to be?

    The idea that i had is to somehow brand the "commodity" that everyone sells (Identical Salmon). This would then over time create a perception that our salmon is "better, fresher, sustainable, etc" over and above our competition, as our competition have not implemented such a "stamp of quality". Do you think this is achievable or am i talking rubbish?
  • Posted on 1/5/2017 at 9:41 AM Member
    Jared,
    Why does your current customer(s) buy your product? I am assuming you are not the cheapest one available. Find out and start from there.
    If you are going to invest in Marketing, do it for your brand, do not spend money for the "Norwegian Industry", let that to the trade associations.
    It would also be interesting for more additional ideas from others in this chat, to know how much is your current budget for marketing, and how much you could allocate for this "project".
    Cheers from the 2nd world salmon producer country, Chile....
  • Posted by Mike Steffes on 1/5/2017 at 9:59 AM Member
    "The questions is how do we go about implementing such a plan and making sure it takes us to where we want to be?" There can be no guarantee, if you are putting on an act you'll tire of it long before you see the benefits.

    "The idea that i had is to somehow brand the "commodity" that everyone sells (Identical Salmon). This would then over time create a perception that our salmon is "better, fresher, sustainable, etc" over and above our competition, [..]" A "brand" from an unknown, or known for low price, company will not create that perception. A brand is perception. It is how people perceive your fish and your company. Your company has no real reputation at this time. You must differentiate your fish and your company...talk and walk quality. Give people some benefit(s). BUILD your name so it's really worth peoples' effort to ask for your products, buy them, and use them.
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