How to Reconceptualize Efficiency the Marketing of Seafood Products?

Suggested Bibliographic Reference: Challenging New Frontiers in the Global Seafood Sector: Proceedings of the Eighteenth Biennial Conference of the International Institute of Fisheries Economics and Trade, July 11-15, 2016. Compiled by Stefani J. Evers and Ann L. Shriver. International Institute of Fisheries Economics and Trade (IIFET), Corvallis, 2016.Proceedings of the Eighteenth Biennial Conference of the International Institute of Fisheries Economics and Trade, held July 11-15, 2016 at Aberdeen Exhibition and Conference Center (AECC), Aberdeen, Scotland, UK.In front of new evolutions of purchasing behaviors, the seafood marketing has to adapt itself by integrating more services into products, a better dramatization, an recourse to new advertising and promotional instruments … The supply not only has to adapt itself to the situational constraints of shoppers, but rethink its universe of consumption. The idea thus is to re-conceptualize the seafood products by moving closer them to a thematized offer. Currently, seafood products are divided into four universes in outlets, retailers or artisanal fishmongers: fresh deli, frozen, canned. These four universes are competitors when they should be complementary. The objective of the program COGEPECHE is to conceptualize the world of seafood to better promote this sector in meeting consumer expectations moment of consumption. A new division of the offer, based on "the need for units" allows us to offer commercial solutions for every consumer need. Creating consumer world is reflected in the reunification of all segments of the seafood (fresh, catering, canned, frozen) around the same dedicated space. This organization allows consumers to have a structured, clear and consistent supply in the same catchment area. This article presents the results of the program COGEPECHE from qualitative studies (delphi, workshop, tests) proposing new plans of universe of seafood products. The first part of this article presents the business strategies of different French retailers. The second part proposes new reconceptualization concept of seafood products and the third part gives the main recommendation to sell most efficiency seafood products in retails and fishmongers