Question

WILL GIVE THUMBS UP: In your opinion, what can a premium processed fishing company do to sell a new product if they chose to do a premium line extension strategy? Please do not use fish flour nor just answer processed fish.

Answer 1

Premium line extension would be when companywould introduce products under same category but with a different version. This difference can be in the form of new flavour, colour, SKU size, etc.

We have a premium processed fishing company and I assume that they sell premium products containing variety of processed fishes. Given that they are premium, we have to consider the fact that we cannot premiumize this product any more.

The basic underlying of this brand is to provide the same sea-food feeling. My thoughts would be:

A. Provide different cuts of fishes for different cusines or different occasions. For eg. A sushi pack would contain small cuts of required fishes or other marine animals

B. Provide raw to semi-cooked variety - Some of the product might contain just frozen raw fish while others might contain semi-cooked version of fish (grilled and freezed) so customers could use it to their moods.

C. Provide fish processing remains or fish parts for pets : Instead of only focussing on human consumption, a premium pet snack alternative can be derived.

To promote their new products, they can use following ways:

A. SeaFood expos : Presenting their products at any sea food exhibitions and pitch their products to restaurants.

B. Cooking competition : Ask celebrity chefs to cook dishes using your products and ask the people in the studio or around to taste

C. Have a fish tasting plate at international cruises, high end holiday hotels and restaurants.

D. Encourage restaurants to have your name against dishes using your product.