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Copy of Neptune Gourmet Seafood

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Danny & Fouzia van Doorn

on 16 May 2014

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Transcript of Copy of Neptune Gourmet Seafood

Neptune Gourmet Seafood
Problem Statement
What strategies should Neptune employ to address their inventory problems?

Short-Term excess inventory
Long-Term Overcapacity
Case Analysis
Porter's Five Forces Model
SWOT Analysis
Brand Strategy and Brand Positioning
Alternative Courses of Action

Consumer Products - frozen and processed fish products such as canned salmon, tuna, sardines, mackerel, herring and pilchard, lump crabmeat, clams, loster meat, mussels, oysters, and shrimp

Institutional products - guaranteed fresh and of high quality

Competitive advantage: Top quality catches and superfreezing technology that allows seafood to retain its freshness

Possibility is high, due to high rising demand for fish and other seafood products
Threat is minimal due to Neptune's ability to control its fishing and processing of produce.

Threat is high, competition has the capacity to retaliate issuing price war
Threat is high, even with people eating healthier things, demand for beef chicken and pork remains high
Threat is high due to excess in inventory and the nature of the product

Company: Neptune Gourmet Seafood
Brand: Neptune’s Gold.
Tagline/Brand Promise: "The best seafood on the Water Planet"
Positioning: Upmarket

All of Neptune’s products carry the US Association of Seafood Processors and Distributors’ Gold Seal of Approval, the only company that has the seal on every product it sells.

Donate the excess supply to worthy causes and sponsorships

good public relations and CSR tool for the company to further build upon their brand equity

assumption of people that the only reason that a company would be donating perishable goods is because the products are nearing expiration date already

Go into the private-label business

that the company need not invest heavily in advertising these new products as it will be left up to the retailers to promote

this would mean that the company would continuously sell at a loss

- Start a purchase-donation matching campaign.

- Support series of charity events / fund raising events by donating seafood products

- The company must have a comprehensive and extensive PR campaign to accompany these efforts.

- The company must also hire a good tax lawyer that ensure that these donations will be tax deductible.
Donate the excess supply to worthy causes and sponsorships
Launch a low-end brand, as a sub-brand of Neptune
Penetrate other geographic markets
Create a satellite office at Virginia to duplicate the company’s set-up in Florida.

Open a South America / Caribbean branch office,

Hire a consultant on opening businesses in the South American / Caribbean region.

- Start with extensive market study on how to launch and carefully position Neptune’s Silver without affecting the Gold brand.

- Undergo product development to introduce minute but distinctive changes for the company’s Silver brand.

- Non-grant of the ASPD’s Gold Seal for the Silver brand is not a big issue. This should in fact be the signal to the buyers that the Silver brand is a notch lower in quality than the Gold brand.
Launch a Limited Time Offer Volume Discount

the company could entice them to buy more volume by offering twice the volume

might still call the attention of the US Association of Seafood Processors and Distributors and instigate a price war.

Penetrate other geographic markets

The company could export to other geographic markets like South America and Central America, or even Asia and Europe

The disadvantage to this alternative are the set-up cost, logistics costs, and the cost of doing business in new locations

Launch a low-end brand, as a sub-brand of Neptune

By lowering the price discount to merely 25%-30%. This would effectively price Neptune’s Silver the same as the competitors.

might erode the company’s premium brand equity

Launch a low-end brand, as a totally new brand

The cost for the ad campaign of this new brand would even be greater than if the company would simply utilize its Neptune brand
Neptune Gourmet Seafood
a seafood company that produces the third-largest seafood in North America.

stands as the most upmarket in the high-end seafood industry

With a recent investment of $9 million in six freezer trawlers, Neptune was able to further increase the quality,

However, this also leads to an excess inventory problem..

Rita Sanchez, the company’s Sales Director had proposed to introduce a low-priced seafood brand to address the problem
Place: 4 existing distribution channels
Promotion: offers 10% discount during
slack season
Price: 25% - 30% premium over rival products
Full transcript