Bay of Plenty

Brand Bay of Plenty – is the most well known brand on Russian frozen seafood market. It was launched in 2003 having only 5 products in assortment. Sales of 2003 did not exceed 50 million rubles. Today there are more than 50 products exist in Bay of Plenty brand. According to RAI, 2007 research Bay of Plenty is the most recognizable brand among Russian consumers of frozen seafood.
Market positioning:
Bay of Plenty products have the best price-quality combination. This balance is reached by finding regions in the world where chosen products are widely spread. Besides we work with the biggest producers, whose production costs are minimized.
Assortment:
Brand Bay of Plenty is presented by 50 products in the following categories:
* Cold water shrimps;
* Warm water prawns;
* Seafood;
* Fish fillet;
* Fish products.
Growth:
During first years Bay of Plenty sales did not make up more than 10% of total company’s sales. Its growth rate was equal to company’s growth rate. Main targets at that time were package developing and new products creation. Starting from 2007 Bay of Plenty sales growth rate was much greater. It reached 280% per year compared to sales of 2006. Sales volume stepped over 1 billion rubles per year.
Geography:
Bay of Plenty products are produced by the biggest manufacturers in different countries: Russia, Germany, Thailand, Spain, Chili, China, Bangladesh, Myanmar and Vietnam.
You can find Bay of Plenty products on store shelves in Russia, Ukraine, Moldova, Kazakhstan, Belorussia, Latvia, Lithuania and Estonia.
Packaging:
Bay of Plenty is one of few Russian brands which have colored packaging. First design was done in Russia; photo of cooked product was used. Later, with the help of German specialists, new design was created. Large window on front side of the package (so consumers are able to see the product) became main element of it.  All information was located on paper header at the top of the package.
It was re-designed once again in 2006. Main design elements, such as logo and large window stayed unchanged. But full product information, recipes etc was added on the backside.
In 2008 first products in new package - DoublePak were created. This package allows to keep product’s temperature and to save it from freezing out.
Brand history:
2003 – Brand’s birth. 5 SKUs are in assortment from one producer (Germany). Products are launched in colored packaging.
2004 – Assortment is increased to 21 SKUs. First shrimps are added to the product line.
2005 – Sales are increased twice due to extended distribution.
2006 – Package redesign. First products are delivered from Asia. Assortment (number of SKUs) is increased twice. First bulk products appear.
2007 – Sales growth rate is 280% compared to level of 2006. According to RAI, 2007 research Bay of Plenty is the most recognizable brand among Russian consumers of frozen seafood. Products in new categories are created – king prawns and fish fillets.
2008 – Assortment is optimized. Number of SKUs decreased twice. First products from Russia are launched. Products in new categories are developed – fish products.
Medals and rewards:
* Shrimps «Otbornye 70/90» - silver medal Seafood Russia, 2007;
* Shrimps «Otbornye 90/120» - bronze medal Seafood Russia, 2007;
* Squid tubes – gold medal ProdExpo, 2007;
* King prawns 26/30 – gold medal ProdExpo, 2007;
* King prawns 50/70 – gold medal ProdExpo, 2007;
* Seafood mix – gold medal ProdExpo, 2007;
* King prawns 50/70 – silver medal WorldFood, 2007;
* Mussel meat – gold medal WorldFood, 2007;
* Seafood mix – gold medal WorldFood, 2007;
* Shrimps «Otbornye 70/90» - silver medal WorldFood, 2007;
* Cocktail shrimps 200/300 – gold medal Seafood Russia, 2008;
* Shrimps «Otbornye» - winner of popular vote and laboratory test in program “Kontrolnaya zakupka” (15.04.2008 ORT).