Presentation Transcript

1. Branding - the HUON story

   HUON AQUACULTURE GROUP PTY LTD
2. Disclaimer HUON AQUACULTURE GROUP PTY LTD takes no responsibility for the marketing theory and content within this presentation. As we say at HUON, some people market by the book. We didn’t know there was a book and we’re not sure where to find one.
3. Huon Aquaculture Group – Overview Overview: Huon Aquaculture Group (HUON) was established in 1986 by the current owners Peter and Frances Bender. Huon is the largest privately owned salmon farming business in Australia. At that time there were 14 other companies engaged in salmon farming. There are now 3 companies producing and marketing salmon. Huon will produce 13,500 tonnes of salmon and 600 tonnes of ocean trout in 2011. HUON employs over 400 people across five states - Tasmania, NSW, South Australia, Victoria and Queensland. Tasmania is well regulated with strict bio-security and environmental regulation. Salmon farming is the largest Agribusiness industry by value in Tasmania. Salmon is the largest seafood sector by value in Australia.
4. Huon Aquaculture Group – History Contract grower 1986 - 2004: Motivation was to be the best marine farmers, producing the best fish . All smolt from third party hatcheries other than Saltas (hatchery management with no security of supply) What we didn’t need to do.... Process (all fish sold at farm gate) Value add Market Brand Contract farmer / grower for: Tassal Petuna Poulos Springs Aquatas Nortas
5. Huon Aquaculture Group – History From 2004 Huon strategic direction changed: Selling B to B had become high risk as our biggest customer faced insolvency, our smaller customers were struggling and production consolidation was inevitable. Our farming competitors were selling the benefit of our higher quality products. We had to take control of our destiny We had to do it in six weeks. We had no Sales team We had no brand or marketing experience We were behind our competitors and unknown in the marketplace We had no money We had a story.....
6. Huon Aquaculture Group – Not just a brand launch...... From 2004 HUON had to become a vertically integrated Salmon company. To do this Huon required: Increased and independent Smolt capacity Year round supply Increased farming complexity and scale Acquire Processing capacity Lease intial capacity due to time constraints Purchased and consolidate medium term Future proof Value added capacity Margin enhancement (not every fish is A grade HOG) Increase product choice and access other channels Vehicle for brand recognition – to end consumer Sales and marketing team Select personalities and talents that amplify our core values
7. Huon Aquaculture Group – Industry Growth Acquire Macquarie Harbour business Purchase Parramatta Creek processing plant Introduction of new recirculation hatchery Lease primary process facility Acquire value adding factory at Mt Barker Change from contractgrower to marketing under own brand
8. Huon Aquaculture Group – the story begins..... Our message - Who we are Where we are Never the cheapest Always the best Best fish Best customer service It’s about Provenance, staying true!
9. Huon Aquaculture Group – the story begins..... What we are - Open Accessible Family Partnership Community Committed Passionate Skilled Innovative This is our legacy and we are proud of it!
10. Huon Aquaculture Group – Core values..... Maintain your point of difference Where we are What we do Stay true to our values Our customers are part of our culture Be passionate Value our place in the community It takes a team
11. Huon Aquaculture Group – Communication....
12. Huon Aquaculture Group – Communication....
13. Huon Aquaculture Group – Brand awards Banquet: Winner at 2011 Fine Food Awards Sydney Champion Salmon Product Hobart Gold medal Winner at 2010 Fine Food Awards - Hobart Champion Product in Show - Hobart Champion Seafood Product - Perfect score of 100 points - Sydney Champion Salmon Product - Sydney President’s Medal Nominee. Premium Cold Smoked: - Bronze Medal 2011 Hobart Fine Food Awards - Gold Medal 2009 Hobart Fine Food Awards Caviar: - Gold Medal 2011 Hobart Fine Food Awards - Gold Medal 2010 Hobart Fine Food Awards Hot Smoked and Gravadlax: -Silver Medal 2011 Hobart Fine Food Awards
14. Huon Aquaculture Group – Brand hierarchy Good, Better, Best One consistent set of values Differentiate the products to appeal to each target customer group or use
15. Huon Aquaculture Group – Reserve Selection Set the standard and challenge your competitors – if it’s the best it MUST look the best..
16. Huon Aquaculture Group – Take ownership...
17. Huon Aquaculture Group – Branding across cultures Regardless of culture the story remains the same, the values are shared and the consistent quality is recognised and rewarded. The HUON brand makes it all the way to the end customer.
18. Huon Aquaculture Group – Branding across cultures In Japan, the Huon region and Tasmania are key parts of the value proposition
19. Huon Aquaculture Group Brand Tasmania sponsored visiting journalist program and Ray Martin who was MC on the night. Launch attended by the Premier, and other government dignitaries Reserve Selection – Launch 26th October