How Does Brand Affect Demand for Frozen Shrimp? An Analysis of Storebased Scanner Data in the United States
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1 How Does Brand Affect Demand for Frozen Shrimp? An Analysis of Storebased Scanner Data in the United States Uttam Deb University of Arkansas at Pine Bluff Madan Dey Texas State University 32 nd Annual Meeting of the Arkansas Chapter of the American Fisheries Society, UAPB, Pine Bluff, Arkansas: 24 January 2018
2 Research Questions Does brand matters to the shrimp consumers in USA? If so, what is the strength of various brands? How do brand strengths vary by shrimp products, markets and time? why?
3 What is Brand Equity? Brand Equity is often defined as the set of associations and behavior on the part of a brand s customers, channel members and parent corporation that permits the brand to earn greater volume or greater margins than it could without the brand name (Leuthesser, 1988).
4 How to Measure Brand Equity? Acker (1996) suggested ten sets of measures We have used two indicators: Market Share Price Premium Data: Nielsen Company ScanTrack data, collected under the Expanded All Outlets Combined (xaoc) dataset. Time Period: Study Markets (10): Atlanta, Boston, Chicago, Detroit, Los Angeles, New York, Philadelphia, Pittsburgh, San Francisco and Washington D.C.
5 Markets covered Atlanta, Boston, Chicago, Detroit, Los Angeles, New York, Philadelphia, Pittsburgh, San Francisco & Washington D.C Time period covered 2009 to 2012
6 Categories of Shrimp Products Entree Unbreaded Breaded
7 Number of Brands in Shrimp Market Year Unbreaded Breaded
8 Market Share in Breaded Shrimp Value of Sales ($)
9 Market Share in Breaded Shrimp Volume of Sales (Lbs)
10 Leading Brands in Breaded Shrimp Volume of Sales ($) Brand Description SEA PAK SHRIMP & SEAFOOD CO GORTON'S CTL BR (Store Brand) GREAT AMERICAN SEAFOOD SEA BEST AQUA STAR BOCA SEA SINGLETON MARGUS WHOLEY
11 Leading Brands in Breaded Shrimp Volume of Sales (Lbs) BRAND DESCRIPTION SEA PAK SHRIMP & SEAFOOD CO CTL BR (Store Brand) GORTON'S GREAT AMERICAN SEAFOOD SEA BEST AQUA STAR BOCA SEA SINGLETON TREASURE ISLE MARGUS
12 Unbreaded Shrimp Products Whole Headless Raw Peeled/ Deveined Whole Headless Cooked Peeled/ Deveined
13 Market Share in Unbreaded Shrimp Value of Sales ($)
14 Market Share in Unbreaded Shrimp Volume of Sales (Lbs)
15 Leading Brands in Unbreaded Shrimp Volume of Sales (Lbs) Brand 2009Lb 2010Lb 2011Lb 2012Lb CTL BR (Store Brand) TASTEE CHOICE CAPE GOURMET NATIONAL FISH & SFD INC-NBL TAMPA BAY FISHERIES-NBL GREAT AMERICAN SEAFOOD NBL-NO COMPANY LISTED CEN SEA MAY GEISHA
16 Leading Brands in Unbreaded Shrimp Value of Sales ($) BRAND DESCRIPTION CTL BR (Store Brand) TASTEE CHOICE CAPE GOURMET NATIONAL FISH & SFD INC-NBL TAMPA BAY FISHERIES-NBL CEN SEA GREAT AMERICAN SEAFOOD NBL-NO COMPANY LISTED AQUA STAR GEISHA
17 Do brand strengths vary across markets?
18 Leading Brands in Unbreaded Shrimp: 2012 Brand Rank # Atlanta Boston #1 CTL BR (Store Brand) CTL BR (Store Brand) #2 NATIONAL FISH & SFD INC-NBL CHICKEN OF THE SEA #3 SEA BEST CEN SEA #4 TAMPA BAY FISHERIES-NBL LEGAL SEA FOODS #5 ROYAL WHITE NATIONAL FISH & SFD INC-NBL #6 AQUA STAR INC-NBL SEAMAZZ #7 ROYAL TIGER TAMPA BAY FISHERIES-NBL #8 AQUA STAR COX'S #9 DIAMOND REEF SAIL #10 SINGLETON SEA BEST
19 Leading Brands in Unbreaded Shrimp: 2012 Brand Rank # Chicago Detroit #1 CTL BR (Store Brand) CTL BR (Store Brand) #2 SUPREME CHOICE NATIONAL FISH & SFD INC-NBL #3 NATIONAL FISH & SFD INC-NBL TAMPA BAY FISHERIES-NBL #4 TAMPA BAY FISHERIES-NBL CEN SEA #5 ASIAN CLASSIC WHOLEY #6 CEN SEA HARVEST OF THE SEA #7 SEA TO SEA SAIL #8 JADE LION MATLAW'S #9 MATLAW'S PLATINUM AHOME HARVEST #10 THE BBQ BAY GRILLING CO. CONTESSA
20 Leading Brands in Unbreaded Shrimp: 2012 Brand Rank # Los Angeles New York #1 CTL BR (Store Brand) CTL BR (Store Brand) #2 GREAT AMERICAN SEAFOOD TASTEE CHOICE #3 MAY CAPE GOURMET #4 TAMPA BAY FISHERIES-NBL AQUA STAR #5 NATIONAL FISH & SFD INC-NBL NBL-NO COMPANY LISTED #6 SEA CATCH GEISHA #7 PACIFIC GREAT AMERICAN SEAFOOD #8 STAR FISHERIES INC-NBL MAY #9 GALLETTI BROTHERS NATIONAL FISH & SFD INC-NBL #10 SEA BEST SAIL
21 Leading Brands in Unbreaded Shrimp: 2012 Brand Rank # Philadelphia Pittsburgh #1 CTL BR (Store Brand) CTL BR (Store Brand) #2 TASTEE CHOICE SEAMAZZ #3 CAPE GOURMET DELICA SEA #4 NATIONAL FISH & SFD INC-NBL BLUE SEA #5 TAMPA BAY FISHERIES-NBL CEN SEA #6 CEN SEA TAMPA BAY FISHERIES-NBL #7 MATLAW'S NATIONAL FISH & SFD INC-NBL #8 GEISHA THE BBQ BAY GRILLING CO. #9 CHEF'S NET WHOLEY #10 NBL-NO COMPANY LISTED ASIAN CLASSIC
22 Leading Brands in Unbreaded Shrimp: 2012 Brand Rank # San Francisco Washington DC #1 CTL BR (Store Brand) CTL BR (Store Brand) #2 VICTORY SEAFOOD NATIONAL FISH & SFD INC-NBL #3 NATIONAL FISH & SFD INC-NBL CEN SEA #4 CEN SEA RAINBOW SEAFOOD COMPANY #5 GREAT AMERICAN SEAFOOD TAMPA BAY FISHERIES-NBL #6 PLATINUM AHOME HARVEST BAMA SEA PRODUCTS #7 MAY DELICA SEA #8 COX'S WHOLESALE SEAFOOD- NBL NBL-NO COMPANY LISTED #9 CHICKEN OF THE SEA CHICKEN OF THE SEA #10 BORNSTEIN SEAFOODS TASTEE CHOICE
23 Leading Brands in Unbreaded Shrimp: 2012 City Rank 1 Rank 2 Rank 3 Atlanta Boston CTL BR (Store Brand) NATIONAL FISH & SFD SEA BEST INC-NBL CTL BR (Store Brand) CHICKEN OF THE SEA CEN SEA Chicago CTL BR (Store Brand) SUPREME CHOICE NATIONAL FISH & SFD INC-NBL Detroit CTL BR (Store Brand) NATIONAL FISH & SFD TAMPA BAY INC-NBL FISHERIES-NBL Los Angeles CTL BR (Store Brand) GREAT AMERICAN MAY SEAFOOD New York CTL BR (Store Brand) TASTEE CHOICE CAPE GOURMET Philadelphia CTL BR (Store Brand) TASTEE CHOICE CAPE GOURMET Pittsburgh CTL BR (Store Brand) SEAMAZZ DELICA SEA San Francisco Washington DC CTL BR (Store Brand) VICTORY SEAFOOD CTL BR (Store Brand) NATIONAL FISH & SFD INC-NBL NATIONAL FISH & SFD INC-NBL CEN SEA
24 Price Premium in Unbreaded Shrimp
25 Price Premium in Breaded Shrimp Price Advantage Price Premium
26 Conclusion Brand equity plays an important role in US Shrimp market. Brand Strength varies across location. Price premium and price advantage influence market share of brands.
27 Thank You
28 Breaded Shrimp Products Shrimp Buffalo Shrimp Dinner Shrimp Butterfly Shrimp Popcorn Shrimp Fantail Shrimp Fantail Butterfly Shrimp Butterfly Cleantail Shrimp
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