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

MARKETING PL AN 2017

S M O K E D M A S T E R P I E C E S

SMOKED MA STERPIECES HARDY 2017

HISTORY PRODUC T VALUES BR AND MISSION AND VISION TARGET CATEGORY MOTIVATOR STR ATEGY PROPOSAL COMMUNICATION STR ATEGY INDE X

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Meticulously made by the prevailed knowledge of a German-Portuguese 3rd generation family.

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HISTORY

Eberhardt Horst Dams, also known as “Hardy”, was born in Germany in 1917. He was a profound connoisseur

• f international gastronomy

and had a natural talent for cooking. After WWII he decided to move to Portugal together with his wife Eleonore and daughter Nora, to live his retirement. He brought along an old smoker with which he used to smoke fish and meat for Easter and Christmas.

“ There was so much passion involved (...) ”

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HISTORY

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

“ There was so much passion involved (...) ”

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HISTORY

SMOKED MA STERPIECES HARDY 2017

PRODUC T

One of Portugal’s best-kept secrets.

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Hardy’s cold smoked salmon is entirely handcrafted, using

• nly the freshest salmon loins,

the finest local sea salt and a special secret blend

• f wood chips which is part
• f the original recipe.

It is a long lasting process which cannot be rushed. Every salmon is carefully treated. From salting to smoking, every step is executed with perfection resulting in a high quality product, balanced in flavors with unmatchable textures.฀

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PRODUC T

SMOKED MA STERPIECES HARDY 2017

VALUES

Hardy is an experience. A product that binds together history, adventure, tradition, locality, fusion and innovation.

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History

3rd generation of War & Peace Earth & Sea

Storytelling

In the heart

• f Hardy It´s

a familiy thing

Authentic

Our legacy through generation

Uniqueness

Modern craftsmanship mixing Portuguese tastes

Consumer experience

Pause for slow local

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VALUES

S M O K E D M A S T E R P I E C E S S A L M O N

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BR AND

SMOKED MA STERPIECES HARDY 2017

MISSION AND VISION

Born in Nature. Respect for family tradition and cultural values.

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Whether grown in the cold Norwegian sea or on the shores of the wild Scottish coast, what matters is quality. Our Salmon grows under careful respect for its kind and for the environment. The best waters combined with healthy food ensure a safe and valuable product which is the keystone for

• ur philosophy. It is of upmost

importance that we know our fish. The sea salt we use is produced in a local family business Saline. It reflects

• ur own history and guarantees

the best curing process for

• ur 1st step, hand-filleting

and dry-salting. Our oak wood chips come from experienced Coopers, with whom we have established a cultural connection. We both understand the incredible aromas pure wood passes onto wines and smoked

• fish. Beech wood comes from

Germany, the best supplier ever.

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MISSION AND VISION

A slow smoking process under 20ºC is the final step for the perfect balance between flavor and texture. The low fat content remaining in the fish is just about enough to capture those subtle roasted notes which make every bite an experience, different from anything else you have tried before. The traditional recipe is the key to our success. Its uniqueness enables

• ur packaging to prolong

the shelf time up to 60 days after leaving our kilns.

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MISSION AND VISION

SMOKED MA STERPIECES HARDY 2017

TARGET

Marketing to a high-end consumer.

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Demographics

• Age: 30-55 working Professional
• Sex: Male & Female
• Life style: Successful people
• Education: College Degree

Psychographics

• Concerned with health;
• Ecological care;
• Busy on-the-move lifestyle;
• With high income.
• Natural
• Organic
• Traditional
• Genuine
• Sensorial
• Tasteful
• Healthy

Consumers who buy gourmet and organic food: What motivates them to buy “food motives”:

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TARGET

SMOKED MA STERPIECES HARDY 2017

CATEGORY MOTIVATOR

Salmon is becoming Mainstream.

Tastes Good Health Benefits Easy to prepare Everyone likes

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SMOKED MA STERPIECES HARDY 2017

STR ATEGY MOTIVATOR

Broaden “The Hardy experience”.

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Product

Premium Handcrafted High quality Organic

Price

Best value within premium category. Strategy can be summarized as “pay more, get more”

Place

US, Asia & Europe

Promotion

On-going promo evaluation simulation and optimization

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STR ATEGY MOTIVATOR

SMOKED MA STERPIECES HARDY 2017

COMMUNICATION STR ATEGY

Meet Hardy… advertising is not to sell.

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Desire Brand

Increase the aspirational level of the brand while maintaining a sense

• f accessibility.

Trademark

Support business plans and business

• bjectives.

Known Brand

Increase the visibility of the brand to the target public in the geographies where it is present.

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COMMUNICATION STR ATEGY

MARKETING PL AN 2017

S M O K E D M A S T E R P I E C E S