budgets of Individual salmon packers. It 

 would be advisable for them to channel 

 advertising and prcmotional activities 

 throu^ a central agency of an industry 

 association. A coordinated effort of this 

 sort would enable packers to conduct a 

 consistent, coherent, and more widespread 

 promotional campaign. 



Consumer awareness of the varteties of 

 ways in which the product can be prepared 

 and served is tm important factor connected 

 with increasing the use of salmon. Tie 

 proposed educational campaign should 

 emphasize the many attractive mead.s which 

 can be prepared with the product. Salmon 

 is considered to be a convenient food by 

 many consumers at the present time; such a 

 favorable attitude provides a firm founda- 

 tion for prcanoting new and improved 

 methods of using it. 



The high quality attributes of salmon 

 are recognized by a large proportion of the 

 consuming public. A strong motivational 

 influence is exerted also by the opinion 

 that salmon is a "health food" — that it is 

 used by dieters and by sick people. Vie 

 current public concern regeurding the 

 association of heart disease with fatty 

 foods is another reason for stressing the 

 product as one that is "better for youj" a 

 modem, tasty food that is nourishing, 

 health-promoting, and easily digested. 



The proportion of consumers who order 

 ssQmon in a public eating place is extreme- 

 ly small. Special promotional material, 

 designed for restaurant owners and cooks, 

 should be prepared and distributed. Tbe 

 primary objective of this phase of the 

 program would be to increase the variety 

 and frequency of salmon offerings on 

 restaurant menus. 



Consumer use of salmon as a breakfast 

 food is very limited at the present time. 

 Only 20 percent of the users in Birmin^am 

 and practically none in Boston and Detroit 

 reported serving the product for breakfast. 

 An educational campaign that would point 

 out this ewLditional use could result in an 

 increase in total salmon consumption. 



The selection of Blraingham, Boston, 

 and Detroit was made, in part, with the 

 intention of giving representation to three 

 regions of the country — the South, 



Northeast, and North Central — rather than 

 to three particular cities. VJhen viewed 

 from this perspective it should be noted 

 that the factors with the greatest poten- 

 tial for motivating cons\miers to become 

 heavy users of salmon axe quite different 

 for the three eireas. Only three motiva- 

 tional characteristics appecu: among the 

 leaders for the three cities; thus the 

 problem of increasing salmon consumption 

 cannot be solved by the excltislve xise of 

 a single national advertising program. In 

 addition, there are markets where the pref- 

 erence for pink salmon pre dnm1 nates; in 

 others, red salmon; and in still others, 

 a mixture of the pink and red packs. Ad- 

 vertising media which could be regulated 

 to suit the needs of a specific market or 

 region would aid packers in promoting 

 increased salmon sales. 



Regional promotional themes should be 

 develoi>ed for Boston and Detroit stressing 

 the pleasant aftertSLSte of salmon and the 

 fact that the product does not leave a bad 

 odor in the refrigerator. Red salmon 

 should be advertised as a "value food" in 

 Boston and Detroit in order to combat the 

 attitude that it is expensive compared 

 with other canned fish. 



Ibe introduction of 6uiother can size 

 for salmon is not recommended at this time. 

 The limited demand for larger can sizes 

 can be met by arranging special multiple 

 can "deals" at the retail level. Special 

 combination offers of the l6-ounce can and 

 the 3-3A-o»ince can, the l6-ounce can and 

 the 7-3A-ounce can, or the 3-3A-ounce 

 can and the 7-3A-ounce can should be made 

 occasionally. By means of such a sales 

 technique, users lAo are concerned with 

 can sizes and the amount of salmon per can 

 would be induced to buy the product more 

 often. 



An effort should be made to Improve 

 packing methods. The removal of larger 

 quantities of skin and bones should combat 

 certain vinfavorable associations presently 

 connected with the product, such as 

 unpleasant smell euid unsatisfactory 

 appearance . 



It is apparent from the results of 

 the Borvej that the major promotional 

 activities of salmon packers should be 

 directed toward persuading non-users to 



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