We do feel, however, that this does rep- 

 resent a field of some promise for future 

 years. 



This, very briefly, has been a resume 

 of the Bureau's market development program 

 as it affects the tuna industry. We do 

 not claim it to be the panacea for those 

 marketing problems in which the Govern- 

 ment has a stake, but, according to many 

 of our industry contacts, it has been 

 effective. V.'e will certainly exert every 

 effort to make it even more effective in 

 the future. 



RECOMMENDATIONS 



Now we think that it is not irrproper 

 for us to make certain suggestions with 

 respect to programs that perhaps you 

 might want to consider to further your 

 own individual and mutual welfare. We 

 certainly endorse a strong association 

 among the canners, with a budget that 

 permits active programs along the follow- 

 ing lines: market research, public rela- 

 tions, tie-in advertising, the development 

 of new products, work on multiple packaging, 

 in-store demonstrations, exhibits at food 

 fairs, and close cooperation with Bureau 

 market development activities to bring to 

 bear the vast experience of industry's 

 sales organizations. Also, we feel that 

 the door should not be completely closed 

 on any program to join competitors in 

 joint advertising promotions at the proper 

 level so as not to endanger established 

 domestic brands. We recognize that there 

 are wide differences of opinion within the 

 industry on this matter. 



We feel that the institutional market 

 has been like a neglected stepchild to the 

 domestic industry. Our work through pur- 

 chasing agents, dieticians, and nutrition- 

 ists indicates that they are strong 

 advocates of tuna, but because of the 

 extremely small quantity of institutional 

 pack size that is produced in this country, 

 these markets for all inteats and purposes, 

 belong to the importers. 



We recognize that there are many 

 other major problems in distribution and 

 advertising which we have not considered 

 here, but we feel that these are matters 

 that should rightly be handled at the 

 industry level. 



Another suggestion has to do with the 

 development of the l/lj-pound can for single- 

 member families. You will recall that I 

 mentioned that a very low percentage of 

 single member families could be counted as 

 being tuna users. Perhaps the objection 

 is that a 1/2 poundis too big and that the 

 l/h pound would be more to their liking. 

 Now I realize that there are l/L -pound 

 packs on the market, but I feel that ad- 

 vertising, backing up a quarter pound can, 

 could very well be instrumental in ex- 

 panding sales to single-member families. 

 By the same token, the one-pound can has 

 similar advantages for larger, economy 

 minded, families. 



We feel that consideration should be 

 given by the industry to the investiga- 

 tion and development of foreign markets. 



We have discussed the matter of 

 accelerated purchases with the military 

 agencies and we feel that they are recep- 

 tive to additional purchases of canned 

 tuna. We feel that this is a market 

 that the industry should investigate. 



Lastly, it is so very important for 

 retailers to place your product on the 

 shelf and boost it by in-store promotion. 

 This again, should be both by brand as 

 well as by product. All of the effort 

 that goes into catching, transporting, 

 processing, distributing, wholesaling 

 and brokering canned tuna goes for naught 

 if there is not adequate space on retail 

 shelves. Tuna is a profit item. The 

 Super Valu Chain study, sponsored bv the 

 trade publication, Progressive Grocer, 

 indicated the strong role canned fish 

 plays in the profitable operation of a 

 chain store. Work with the retailer. 

 He's the one who presents the merchandize 

 to Mrs. Housewife. By inshore demonstra- 

 tions and point-of-sale advertising the 

 retailer can be convinced that the tuna 

 industry wants to improve its position. 

 And when he is convinced that tuna is a 

 fast-moving item he will cooperate. 

 This will work toward the advantage of 

 all. 



Incidentally, I couldn't offer you 

 any of these recommendations without the 

 benefit of facts developed through mar- 

 ket research. This is one area that we 

 feel merits priority consideration. 



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