Mowi ASA · OSL:MOWI
Mowi ASA — Marine Harvest — North Atlantic Seafood Forum 2018
14 slides from Mowi ASA's conference presentation, 2018
Slide 1: Salmon Brand Building in Asia
Salmon Brand Supreme Salmon, a brand built for the Chinese consumer Building in Asia Alf Helge Aarskog, CEO, Marine Harvest ASA
Slide 2: Fully Integrated from Feed to Plate
Fully Integrated from Feed to Plate Farming/ Suppliers Secondary Customers Feed Primary Processing Processing KEY KEY MARINE HARVEST BUSINESS INTERACTIONS INTERACTIONS We believe there are benefits to vertical integration due to the greater capacity it gives us to control our production process 2
Slide 3: Key figures
Key figures Operational EBIT Harvest volume salmonids Revenue and other income 7921 700.2 3468 5087 4n0 861 348.3 3985 1145 746 370 346 380 621 420 148 418 873 343.772 392 306 342 820 295 010 327 100 326 623 3649.4 35102 31124 30532 24562 2069.2 20678 19082 16744 16396 Nn 2 123 «4 «6 6 17 10 08 09 N
Slide 4: Our global VAP processing, sales & marketing network
Our global VAP processing, sales & marketing network Scandinavia, Sales Poland, Sales UK & Ireland, & processing South Korea, Japan, Sales & Sales & Sales & processing processing processing DACH & CEE, Sales & Canada, Spain, Sales & processing Sales & processing processing China & Taiwan, Sales & Be
Slide 5: Market size and consumption per capita
Market size and consumption per capita 5
Slide 6: Growing in Asia; processing and brand building
Growing in Asia; processing and brand building - 5 plants in key markets - 2017 turnover: USD 375 million Tokyo Plant - Processing capacity approx 2 million meals per day Seoul Plant Osaka Plant - 1,277 FTE (2017) - Well invested facilities - Fresh pre packed facilities close to market - Frozen prod
Slide 7: Supreme Salmon concept launched in Taiwan in August 2013
In August 2013 Marine Harvest launched the Supreme Salmon concept in Taiwan - Pan Asian research on consumer habits - Usage and attitudes - Drivers and Barriers - Affluent middle class - Salmon regarded as high end and luxury - Difficult to find salmon with stable high quality - Lack variety in eati
Slide 8: Supreme Salmon brand positioning
Supreme Salmon brand positioning Voted the #1 tastiest salmon by world’s leading professional chefs, Supreme Salmon provides the tastiest and healthier salmon choice so that moms seeking simple variety meal solutions can feel a sense of accomplishment. A dedicated, passionate salmon expert who is pr
Slide 9: The brand idea
The brand idea - Supreme Salmon restaurants - Building brand awareness and preference - Generate income - Supporting the sales of retail products - Supreme Salmon products in retail - Extensive use of Social media and PR - Cooking classes - Collaboration with chefs - Taiwan used as a model market fo
Slide 10: Brand building
Brand building Visual identity Official website Campaign idea Facebook fan page Spokesperson Youtube channel Media report Cooking class 10
Slide 11: Supreme Salmon restaurants
Supreme Salmon restaurants - Total 5 stores in Taiwan, all located in department store’s food court N : Hsinchu store 2016 Sep open N :Taipei Q-Square store - 4 stores 2017 Sep open located in N : Xinyi store S : Tainan store N :Taipei A11 store North (3 in 2014 Aug open 2016 Mar open 2016 Oct open
Slide 12: Social media and PR
Social media and PR Supreme Salmon REER'E 7 Tasty _~_Sepeme Salmon ARES RAE NOME <__ Sime samen, Span amon in ¢ : Hs _ ~ BRERSE - CSREES RTE Ka Fuel ee ed orewnoEn? es retest gual eS ATT RNTOREDIRROHATIEPA » ivory gialalal 2 mE. NUR FAT MERE RAMEE La RS FEM 1 HOME MATTE IO ‘omar > ew supreme seinen
Slide 13: What is our big hairy goal?
What is our big hairy goal? - A franchise concept for the Supreme Salmon restaurants - Taiwan - Hong Kong - Mainland China - Full roll out of the FMCG model in retail - Taiwan - Hong Kong - Mainland China - Ambition of 2,000 restaurants by 2025 - 40,000 GWT Atlantic Salmon - Turnover: Est USD 2 bn (
Slide 14: Marine Harvest uniquely positioned
Our vision Marine Harvest uniquely positioned • Breeding • Feed • Farming competence • Processing competence • Market competence We care about the people eating our fish, and we care about the fish!. 14 02/09/15 Marine Harvest / Alf-Helge Aarskog