Branding and promotion of Indonesian seafood value chains

SMART-Fish Indonesia is a programme funded by the Swiss State Secretariat for Economic Affairs (SECO) and implemented by UNIDO, that recognizes the potential of Indonesia’s marine-based sectors and aims at strengthening selected value chains within the Indonesian fisheries export sector.

The selected value chains included sustainably caught tuna, seaweed extracts like carrageenan and agar and pangasius as a high potential aquaculture species. The programme works in particular with the following industry associations:

  • AP2HI: Indonesian Association for Pole and Line and Handline Tuna
  • APCI: Indonesian Catfish Association
  • ASTRULI: Indonesian Seaweed Industry Association

To unlock Indonesia’s potential and support the sustainable growth of the Indonesian seafood and seaweed industry, Globally Cool was invited by UNIDO to play a lead role in converting the enormous potential of Indonesia’s seafood and seaweed industry. The assignment was focused on developing a promotion and branding strategy in the framework of UNIDO’s SMART-Fish programme.

Products

Tuna, Agar-Agar, Carrageenan, pangasius

Year

2018 – 2019

Country

Indonesia

Type of activity

  • Branding
  • Market research & intelligence
  • Strategy development

Year

2018 – 2019

Country

Indonesia

Type of activity

  • Branding
  • Market research & intelligence
  • Strategy development

In order to develop a promotion and branding strategy for the selected value chains we used a three-phase approach:
1. The awareness phase
2. The co-creation phase and
3. The brand activation phase

The awareness phase consisted of a 360° market analysis of the different value chains, which entailed:

  • A quantitative trend analysis of global trade flows and Indonesian trade flows of the respective products
  • A quantitative comparison of Indonesia’s performance vis-à-vis global competitors.
  • A qualitative analysis of the perception of international buyers on the Indonesian value chains
  • A strategic session with the industry stakeholders to review the market findings, formulate sector ambitions, define priority markets, and determine key values to be used for the branding concept.

To many of the stakeholders, the market findings and strategic session were an eye-opener. As one of the tuna company owners stated:

“I’ve been in the sector for more than 30 years, but it looks like you know more about our industry than I do. This is impressive!”

Completion of this first phase set the foundations for the second phase of the project: The co-creation stage. This stage consisted of conceptualising and developing the brands for each sector, which included:

  • Developing the brand identity based on the key brand values
  • Highlighting the unique value proposition
  • The creative process of brainstorming and formulating the tagline and graphic design of the brand logos
  • Strategic sessions with the stakeholders to confirm the brand identity, tagline and logo design
  • Development of brand manuals
  • Development of promotion strategies for each value chain
  • Development of online channels and an email marketing campaign as a foundation for the promotion strategies, including content creation with infographics, multimedia animations and video’s
  • Development of online supplier databases integrated into the brand promotion websites
  • Training of marketing and communication and IT staff of the associations to manage the brand expressions and the online platforms.

After completing the awareness phase and co-creation phase the brands were activated, this final stage included the official launching of the brands and the newly developed websites at international tradeshows, including Seafood Expo Dubai and Seafood Expo North America.

For Indonesian pangasius, the launch took place at the Seafex tradeshow in Dubai. The tradeshow was strategically chosen as the Middle East is the priority market for the Indonesian pangasius industry. The seaweed industry launched the brand at the SIAL Interfood tradeshow in Jakarta and at ISS in Jeju, South Korea. Finally, the Indonesian tuna brand was launched at the Seafood Export North America in Boston in March 2019.

Curious to learn more about the brand concepts and brand expressions? Visit the brand promotion websites Indonesiaseaweed.com, Indonesianpangasius.com, and Indonesiantuna.com which are now the main carriers of the newly developed brands.

Activities

The awareness phase:

  • Quantitative trend analysis of global trade flows and Indonesian trade flows of the respective products
  • Quantitative comparison of Indonesia’s performance vis-à-vis global competitors.
  • Qualitative analysis of the perception of international buyers on the Indonesian value chains.
  • Strategic sessions with the industry stakeholders to review the market findings, formulate sector ambitions, define priority markets, review historical promotional efforts and determine key values to be used for the branding concept.

The co-creation phase:

  • Developing the brand identity based on the key brand values
  • Highlighting the unique value proposition
  • Brainstorming and formulating the tagline and graphic design of the brand logos
  • Strategic sessions with the stakeholders to confirm the brand identity, tagline and logo design
  • Development of brand manuals
  • Development of promotion strategies for each value chain
  • Development of online channels and an email marketing campaign as a foundation for the promotion strategies, including content creation with infographics, multimedia animations and video’s
  • Development of online suppliers databases integrated into the brand promotion websites
  • Training of marketing and communication and IT staff of the associations to manage the brand expressions and the online platforms.

The brand-activation phase:

  • Coaching industry stakeholders in booth design and set-up.
  • Supporting pre-fair matchmaking and preparation.

Results

The awareness phase:

  • Identified Indonesia’s market position, the market trends, the market access requirements and the competition.
  • Retrieved expert and buyer perspectives on Indonesia’s image, value and potential vis-à-vis competitors
  • Collected industry stakeholder input on Indonesia’s current place in the world. This included their perspective on historical and current promotional efforts and results, ambition and commitment, identity, values, desired image, branding governance structure, and other possible related branding initiatives (brand relations) and reflection on buyers and experts opinions.
  • Developed a sense of direction for each respective product/sector and identified focus (export) markets.

The co-creation phase:

  • Developed and created logos, tag-lines and brand manuals
  • Developed a website with supplier database
  • Developed Content Management plans and Trade Fair promotion plans
  • Developed promotion strategies
  • Created infographics, multimedia animations and video’s
  • Trained different association staff in the maintenance and management of brand expressions and different online platforms.
  • Trained different industry stakeholders in the creation of web content and trained them in the importance of content for search engine optimisation.

The brand activation phase:

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