This is the presentation of Dr. Gudmundur Stefansson from Matis, Iceland in the Conference “European seafood production and markets” in the framework of Vietfish 2018.
Consumer side: ever more differentiated
Address diversity
Satisfy specific needs
Understand and approach our customer better
Industry side: ever more competitive environment
Define target customers - segments
Find niches - overlooked by (big) competitors
Reduce competition
|
Italy
|
Healthy & environmen-tally conscious
|
Brand-convenience-taste
|
Self-efficacious health oriented cooking artist
|
Local connoisseur
|
Price-wise convenience
|
Self-efficacious pragmatic
|
Indif-ferent
|
|
Spain
|
Brand/seller dependent high quality
|
Self-efficacious egoistic brand buyer
|
Independent “good-for-me” connoisseur
|
360° health
|
Cooking artist
|
Indifferent
|
|
|
France
|
Egoistic health
|
Health oriented, egoistic (not creative) cook
|
Cooking artist
|
Self-efficacious convenience
|
Indifferent
|
|
|
|
Germany
|
Cooking artist
|
Healthy & environmentally-conscious
|
Convenience-brand loyal
|
Health oriented cooking artist
|
Cheap brand & taste
|
Indifferent
|
|
|
UK
|
Healthy convenience
|
Egoistic health & convenience
|
Cooking artist
|
Self-efficacious - & local ecologist
|
Indifferent
|
|
|
Health and environmentally conscious consumers
Convenience, brand loyal consumer
Cheap brand and taste consumer
Cooking artist
Healthy cooking artists
Indifferent
Nutritional digestive and inclusive health (360°)
Product and segment match – illustrative example 1
Product and segment match – illustrative example 2
