Fish Reception - SEAT Global
Fish Reception - SEAT Global
Fish Reception - SEAT Global
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Pangasius: some perspectives on<br />
market positions<br />
James A Young<br />
Professor of Applied Marketing<br />
Stirling Management School<br />
University of Stirling, Scotland<br />
jay1@stir.ac.uk<br />
<strong>Fish</strong> <strong>Reception</strong> <strong>Fish</strong> culling<br />
Post harvest perspectives on<br />
Pangasius<br />
Pangasius market entry USPs<br />
• Highly competitive & global market<br />
• Low production costs & high quality products<br />
enable more positioning freedom<br />
• Widespread & expanding coverage in product<br />
innovation<br />
• Opportunity to diversify product range<br />
• Wider role in global fish supplies probable<br />
• The Value Chain...<br />
<strong>Fish</strong> filleting <strong>Fish</strong> filleting<br />
20/04/2011<br />
1
<strong>Fish</strong> Skinning<br />
<strong>Fish</strong> Skinning<br />
Grading / QC yield check Trimming fillets<br />
Shaving dark meat for fish balls<br />
Torry belt freezer tunnel: IQF flts<br />
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2
Frozen H&G & enrobed flt variants<br />
Export Market: Chilled chain via<br />
Zaragoza, Spain 2010<br />
Export Market: Chilled chain via<br />
Zaragoza, Spain 2010<br />
Standard IQF consumer packs<br />
Export Market: Chilled chain via<br />
Zaragoza, Spain 2010<br />
Export Market: Chilled chain via<br />
Zaragoza, Spain 2010<br />
20/04/2011<br />
3
Export Market: Chilled chain via<br />
Zaragoza, Spain 2010<br />
Export Market: Chilled chain via<br />
Zaragoza, Spain 2010<br />
Export Markets: LeClerc, Paris, 2010<br />
Positioning Panga...<br />
Export Market: Chilled chain via<br />
Zaragoza, Spain 2010<br />
Export Markets: Leclerc, Paris, 2010<br />
Export Markets: Carrefour, Paris, 2010<br />
Panga & Cod<br />
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4
Export Markets: Carrefour, Paris, 2010<br />
Panga & Cod<br />
Export Markets: Asda, & Young’s UK<br />
Panga & chilled range<br />
Domestic Market: Frozen fish cabinet<br />
Co-op Can Tho, 2005<br />
Export Markets: Tesco, UK, 2010<br />
Panga & fresh display<br />
Export Markets: Frozen EU retail<br />
Domestic Market: Frozen fish cabinet<br />
Co-op Can Tho, 2005<br />
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5
Domestic Market: Fresh fish counter<br />
Co-op Can Tho, 2005<br />
Trend of Market Shares<br />
(in volume)<br />
%<br />
100<br />
80<br />
60<br />
40<br />
20<br />
0<br />
VASEP, 2008<br />
2000 2001 2002 2003 2004 2005 2006<br />
USA EU CN&HK ASEAN Others<br />
Promotion activities, Vietfish, ‘05<br />
Promotion activities, ESE Brussels ’09<br />
Pangasius Market Structure<br />
2007 (in value)<br />
VASEP, 2008<br />
20/04/2011<br />
6
Conclusions<br />
• Pangasius product attributes are multi-faceted<br />
• Compliant and competitive Value chain<br />
infrastructure<br />
• Diversity & complexity of international trade<br />
infers parallel communications challenges<br />
• Small – large transnational producers all<br />
communicating in discrete & overlapping<br />
markets<br />
Questions?<br />
Conclusions<br />
• Pangasius has scope to occupy many market<br />
positions due to low production cost:<br />
~ price-competitive market segments<br />
~ higher profits in upmarket segments<br />
~ impacts of global food price increases<br />
• Emergent opportunities for more diverse positions<br />
trading upon eco-merits<br />
• Competing & more complex fish & food messages<br />
• Pangasius-compliant Quality, environmental &<br />
organic certification schemes are likely to gain<br />
impetus as food safety, traceability & ethical issues<br />
become paramount<br />
• Pangasius: one of the key future global species<br />
20/04/2011<br />
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