S M O K E D M A S T E R P I E C E S MARKETING PL AN 2017 SMOKED MA - PowerPoint PPT Presentation

S M O K E D M A S T E R P I E C E S MARKETING PL AN 2017

SMOKED MA STERPIECES INDE X HISTORY PRODUC T VALUES BR AND MISSION AND VISION TARGET CATEGORY MOTIVATOR STR ATEGY PROPOSAL COMMUNICATION STR ATEGY 2 HARDY 2017

SMOKED MA STERPIECES HISTORY Meticulously made by the prevailed knowledge of a German-Portuguese 3rd generation family. 3 HARDY 2017

SMOKED MA STERPIECES HISTORY “ There was so much passion involved (...) ” Eberhardt Horst Dams, also After WWII he decided to known as “Hardy”, was born move to Portugal together in Germany in 1917. He was with his wife Eleonore and a profound connoisseur daughter Nora, to live his of international gastronomy retirement. and had a natural talent He brought along an old smoker for cooking. with which he used to smoke fish and meat for Easter and Christmas. 4 HARDY 2017

SMOKED MA STERPIECES HISTORY “I remember watching him cook and preparing fish to be hung in the smoker. There was so much passion “ There was so involved and as we sat and tasted those wonderful much passion flavors I carefully listened to the stories of those involved (...) ” adventurous times in the harsh winter of Russia where he had fought.” With the birth of his This special relationship with grandchildren he started his grandfather instilled Filipe to pass on the amazing in gaining ever more interest recipes and different cooking in the fine arts of cooking. techniques he had learned along He learned the skills of the years, unaware of smoking fish and started the enormous impact this would a small business of cold have on his youngest grandson smoked salmon in honor of Filipe. his late beloved grandfather. 5 HARDY 2017

SMOKED MA STERPIECES PRODUC T One of Portugal’s best-kept secrets. 6 HARDY 2017

SMOKED MA STERPIECES PRODUC T Hardy’s cold smoked salmon It is a long lasting process is entirely handcrafted, using which cannot be rushed. only the freshest salmon loins, Every salmon is carefully treated. the finest local sea salt From salting to smoking, and a special secret blend every step is executed with of wood chips which is part perfection resulting in a high of the original recipe. quality product, balanced in flavors with unmatchable textures.฀ 7 HARDY 2017

SMOKED MA STERPIECES VALUES Hardy is an experience. A product that binds together history, adventure, tradition, locality, fusion and innovation. 8 HARDY 2017

SMOKED MA STERPIECES VALUES History Storytelling Authentic Uniqueness Consumer experience 3rd generation of In the heart Our legacy through Modern War & Peace of Hardy It´s generation craftsmanship Pause for Earth & Sea a familiy thing mixing Portuguese slow local tastes 9 HARDY 2017

SMOKED MA STERPIECES BR AND S M O K E D M A S T E R P I E C E S S A L M O N 10 HARDY 2017

SMOKED MA STERPIECES MISSION AND VISION Born in Nature. Respect for family tradition and cultural values. 11 HARDY 2017

SMOKED MA STERPIECES MISSION AND VISION Whether grown in the cold The sea salt we use is Norwegian sea or on the produced in a local family shores of the wild Scottish coast, business Saline. It reflects what matters is quality. Our our own history and guarantees Salmon grows under the best curing process for careful respect for its kind and our 1st step, hand-filleting for the environment. The best and dry-salting. waters combined with healthy Our oak wood chips come food ensure a safe and valuable from experienced Coopers, product which is the keystone for with whom we have established our philosophy. It is of upmost a cultural connection. importance that We both understand the we know our fish. incredible aromas pure wood passes onto wines and smoked fish. Beech wood comes from Germany, the best supplier ever. 12 HARDY 2017

SMOKED MA STERPIECES MISSION AND VISION A slow smoking process under The traditional recipe is 20ºC is the final step for the the key to our success. perfect balance between Its uniqueness enables flavor and texture. The low our packaging to prolong fat content remaining in the shelf time up to 60 days the fish is just about enough after leaving our kilns. to capture those subtle roasted notes which make every bite an experience, different from anything else you have tried before. 13 HARDY 2017

SMOKED MA STERPIECES TARGET Marketing to a high-end consumer. 14 HARDY 2017

SMOKED MA STERPIECES TARGET Consumers who buy What motivates them gourmet and organic food: to buy “food motives”: Demographics - Natural - Organic - Age: 30-55 working Professional - Traditional - Sex: Male & Female - Genuine - Life style: Successful people - Sensorial - Education: College Degree - Tasteful - Healthy Psychographics - Concerned with health; - Ecological care; - Busy on-the-move lifestyle; - With high income. 15 HARDY 2017

SMOKED MA STERPIECES CATEGORY MOTIVATOR Health Benefits Everyone likes Tastes Good Easy to prepare Salmon is becoming Mainstream. 16 HARDY 2017

SMOKED MA STERPIECES STR ATEGY MOTIVATOR Broaden “The Hardy experience”. 17 HARDY 2017

SMOKED MA STERPIECES STR ATEGY MOTIVATOR Product Price Premium Best value within Handcrafted premium category. High quality Strategy can be Organic summarized as “pay more, get more” Place Promotion US, Asia & Europe On-going promo evaluation simulation and optimization 18 HARDY 2017

SMOKED MA STERPIECES COMMUNICATION STR ATEGY Meet Hardy… advertising is not to sell. 19 HARDY 2017

SMOKED MA STERPIECES COMMUNICATION STR ATEGY Known Brand Desire Brand Increase the Increase the aspirational visibility of the brand level of the brand while to the target public in maintaining a sense the geographies where of accessibility. it is present. Trademark Support business plans and business objectives. 20 HARDY 2017

S M O K E D M A S T E R P I E C E S MARKETING PL AN 2017