5. Tonno ~ All packs identified as tonno, regardless of type 



of raeat. 



6 . Bonitc 



7- Other - All packs not covered by the above, such as dietetic, 

 baby food, etc. 



Institutional purchasers were found, as a rule, to be more con- 

 scious of price than of brand name. Although, here again, it is be- 

 lieved that once aa institutional user has learned to depend on a 

 psirticular brand, he will be reluctant to change to another unless 

 he can be shown that he can save money and can get as good, or a better) 

 product. As with all "rules" there are exceptions. Some chain drug- 

 stores and other quanstity food purveyors are reported to use well known 

 brands of tuna or other food products exclusively and advertise the 

 item by brand name on their menus. This practice is usually based on 

 a cooperative advertising effort between the processor and the user. 



Stimulation of Consmaer Demand by Promotional Activities And 

 Market Development 



With few exceptions, distributors maintain that the market for 

 canned tuna in the United States has just begun to be tapped. More 

 people are searching for lower-priced, high protein content foods, and 

 fishery products of most kinds offer an excellent source. Present 

 prices for canned tuna are attractive and within reach of the majority 

 of the domestic population. On the whole, it is generally felt that 

 the large processors of tuna in this country are doing a good job of 

 promotion and that the present program of advertising is bound to re- 

 sult in an expajided market. Brokers and distributors of the primary 

 name brands feel, on the other hand, that the remainder of the indus- 

 try is capitalizing on the advertising efforts of the few and that it 

 should expend some effort in the same direction. For this reason, they 

 believe that industry-wide product promotion should be undertaken. 



It is the opinion of some that the industry as a whole would pro- 

 fit by combining its efforts in the fields of product promotion and 

 public relations. The meat industry was pointed up as an example of 

 the success that might be achieved by such a program. One distributor 



83 



