水産物ブランド化戦略の検証

「清水さば」ブランドを事例として

抄録

The present situation of the Japanese Fisheries can be said that it is going to escape from price competition and cost-cutting competition which have already reached the limit and is turning towards the way that enhances its competitiveness by quality competition. Although considerable attention that being paid to branding strategy on fishery products for its being one of the most effective market countermeasures, there is very little theoretical and positive research accumulation involving it. Accordingly, we took up an example from TOSASHIMIZU fishery cooperation in KOCHI prefecture, where “SHIMIZU SABA” Brand has successfully been established since 1991, to offer the know-how of fishery products brand by analyzing its actual condition and the strategy of the brand marketing.

As a fish brand, “SHIMIZU SABA” brand has been given several characteristics such as those that fishery cooperation has a right of price determination, the prices being formed in predominance from other mackerel, a exclusive distribution channel has been built through the channel management, and above all more important than the other is that a fixed demand market has been formed by producing its brand royalty. As fundamental conditions for “SHIMIZU SABA”’s success, having clarified the differentiation point, having established the organization that acts as a leader, having obtained the cooperators from the outside and having received various support etc. have been raised. Furthermore, what has also been verified in this paper is that choosing an appropriate 4P strategy and making an appropriate marketing mix and branding system in accordance with the actual situation is the more effective way of the successful brand strategy.