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Master Thesis

Les enjeux environnementaux et les stratégies de positionnement marketing des innovations des produits de la mer européens

Abstract : In order to support competitiveness of the seafood industry, the European Commission initiated the PrimeFish project. As part of this project, research institutes, including INRA, are developping information sources to achieve a better understanding of seafood markets. We studied innovation, one of the keys to competitiveness, from the positioning perspective. Positioning is an essential concept that can determine wether an innovation is successful or not. Simultaneously, concerns on environmental impact of the seafood industry are rising among consumers and public authorities. After going through the features of innovations in Europe between 2010 and 2014, we wondered if there were differences between launches and positionning attributable to those traits. To answer those questions, we applied common econometric models to a database on innovations, extracted from Mintel GNPD. Results showed that product features were indeed a source of variability. Due to consumers demand and national regulations Positionnings are distinct between countries. Generic brands innovate less and imitate national brands. Their main goal is still to offer cheaper products. The use of wild species foster environmental positionings since aquaculture issues are not as well known as fisheries issues. Fresh products industries attach a greater value to diversify their products in comparison to frozen products and fish cannery industries that inhence the environmental values of their products. In conclusion, positioning is a global strategic choice that has an impact on product features and, for this reason, it needs to be at the heart of the innovation process.
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Master Thesis
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Submitted on : Wednesday, February 3, 2016 - 4:14:22 PM
Last modification on : Monday, July 6, 2020 - 3:38:21 PM
Long-term archiving on: : Saturday, November 12, 2016 - 7:10:15 AM


  • HAL Id : dumas-01266970, version 1



Marie Touchane. Les enjeux environnementaux et les stratégies de positionnement marketing des innovations des produits de la mer européens. Sciences du Vivant [q-bio]. 2015. ⟨dumas-01266970⟩



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