John West Seafood: Brand Management Report and Analysis

This report provides a comprehensive analysis of the brand management of John West, a seafood brand owned by Simplot. The report begins with an introduction to brand management and then delves into the market situation, including industry trends such as the growing demand for seafood and the increasing health consciousness of consumers. It examines macro factors like political, economic, social, technological, legal, and environmental influences on John West. The report identifies key competitors like Continental Vending, KanPak, and Greenseas. The main body of the report then explores the marketing mix, focusing on product offerings, pricing strategies, distribution channels, and promotional activities. The report concludes that Simplot operates in a challenging market and that political, social, and technological factors are crucial to John West's marketing effectiveness. The report references various academic sources and online resources to support its findings. This report is a valuable resource for students seeking to understand brand management in the context of the seafood industry, and it is available on Desklib, a platform offering past papers and solved assignments to aid in student learning.

Brand Management

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Market Situation..........................................................................................................................3
Marketing Mix.............................................................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................8

INTRODUCTION
Brand management is concerned with function of marketing in which organisation work
on increasing value of product line or brand value. This report will discuss about elements of
brand management including marketing situation and marketing mix. This report contextualises
Simplot (J.R. Simplot) is a multinational agriculture company founded in 1929 and in
headquartered at Boise, Idaho. This report will involve brand John West.
MAIN BODY
Market Situation
 John West is a seafood industry and global seafood industry is valued $159,311.9 million
in 2019 and during the period of 2020 to 2025 is estimated to grow at CAGR of 5.8%.
 Industry trends for John West include strong inclination towards few seafood products
that have high nutritional benefits and consumer appeal. In addition to this demand for
seafood across Asia pacific region is also increasing (GLOBAL SEAFOOD MARKET -
GROWTH, TRENDS, COVID-19 IMPACT, AND FORECASTS (2021 - 2026), 2020).
Some other trends includes change in lifestyle and consumer preference, increase in
disposable income, and extensive availability of different types of fishes.
Macro factors for John West
Political - This factor of macro environment includes impact that government policies and
political stability have on business and its practices. Organisations operating in multinational
countries get affected by different political situations and policies. Political factors that have
impact on John West includes government policies regarding food standards and policies of
different government where John West has its existence. In addition to this factors affecting John
West include taxation, inflation, import and export policies for multinational organisation.
Economical - This is concerned with policies and factors affecting financial performance of
John West. In this, factors like employment, cost of operations, GDP, and per capita income are
included (Paurova and Gregova, 2020). John West offers sea food of high quality that is

comparatively expensive than other food options and this is why it can be afforded by middle
and upper middle class customers.
Social - This is concerned with customer preferences and choices of customers regarding
purchase and consumption of seafood. Seafood has become important for health conscious
customers because it contains nutritional value and other than this because of taste its demand is
increasing. Health conscious customers are increasing and this has a big opportunity for seafood
organisation like John West. However number of customers becoming vegan and vegetarian is
also increasing and this pose a threat to John West.
Technological- This is concerned with technological development affecting success of seafood
industry. Technology is likely to have significant impact on John West because of its use in
fisheries practices (Christodoulou and Cullinane, 2019). Technological innovation can help in
improving seafood business by providing more information to customers so that they can make
more responsible choices for seafood consumption. Technology in several aspects is becoming
helpful for seafood organisation and they can also integrate technology with supply chain of
seafood in which they can enhance quality of both product as well as supply chain. With help of
technology John West can increase sustainability and quality of its food and beverages products,
authenticity and factors that are important for consumers.
Legal - This involves legal and regulatory factors that have impact on John West and seafood
industry. In this John West gets affected by different corporate and organisational regulations
and laws but in addition to these regulations it also gets affected by laws that regulate fisheries
practices and Fisheries Law is one that is included in this. This law involves study and analysis
of different fisheries management approaches like catch shares and individual transferable
quotas, TURFs and other approaches. In addition to this standards and laws governing quality
and standards of food also affect John West.
Environmental- This involves impact that seafood have on organisation and this also involve
impact of John West’s practices on environment. Industrial fisheries have significant impact on
environment and specifically on marine life (Islam and Mamun, 2017). This is because practices
adopted for commercial fishing includes catching up more than target fishes cause harm to
marine animals and then they are discarded into water. This causes difficulty for marine animals

who are already struggling because of pollution and effects of climate change. In addition to this
John West also requires to consider factors like CO2 emission because of its practices and food
waste that cause negative impact on environment.
Competitors of John West includes-
 Continental Vending- Provider of food and beverages and is a provider of break-room
solutions.
 KanPak- This is another competitor of John West and is a provider of aseptic beverages
and desserts and is based on US (John West competitors, 2020).
 Greenseas- This is a competitor of John West because it offers Tuna in Oil
 Paramount- offers red salmon
 King Oscar- Offers sardines
 Tassal- offering Salmon
Marketing Mix
Following is a marketing mix that Simplot have implemented for John West brand. This
outlines different marketing strategies that have been adopted by Simplot for John West brand.
Products - This is concerned with offering of the organisation Simplot operates in food and
beverages industry and its brand John West specialises in offering different types of seafood.
Offerings of John West includes No Drain Fridge Pot that has Tuna Steak, Tuna Bowl, Salmon
with different variants, Infusions Tuna, Tuna and Halloumi Salad, Asian Salad with Soy and
Ginger Tuna and several others seafood products are offered by John West (Tongkaw, 2020).
These products are based on types of fishes as well as on the basis of range.
Price - This is a strategy in marketing that is concerned with price that customers pay in
exchange of products. Because Simplot and its brand John West offers high quality food and
beverages and specialises in different types of high quality seafood products, their price strategy
is value based price strategy. This price strategy of John West is expensive because they
maintain high standards and quality of their products. In addition to this John West specialises in
seafood products and they are comparatively expensive than other types of food products.
However some of the products are available in low range to ensure that high number of
customers can buy those products.

Place- This is concerned with place and distribution strategy adopted by Simplot for John West.
Products of John West are available online on different online retailer website. Other than this,
products of John West are also available on different offline retailers or grocery stores and
supermarkets. John West products can be easily availed from different online sources. It is very
important that products are easily available in order to ensure that customers can buy required
products and become loyal for brand.
Promotion- This involves practices that are adopted by Simplot for promotion and marketing of
John West includes digital marketing strategy (Pomering, 2017). This means that John West is
mainly promoted through different digital channels including face book and other social media
channels. In addition to this Youtube is also a digital channel where John West is promoted.
Other than this Simplot also have adopted integrated marketing and media strategy for marketing
in which Print media and TV are used for marketing of brand. Concerned with appearance of
John West in promotions and marketing it is appealing and promotions are highly effective in
attracting customers’ and audiences’ attention. In addition to this, promotion are also helpful in
differentiation John West from its competitors.
Competitors’ Strategy
Marketing Mix Tassal Paramount
Product Offers wide range of salmon
fish and other seafood
products
High quality seafood products
available in wide range
Price Price is kept at reasonable rate
so that maximum customers
can buy
Premium price because of
high quality
Place Based in Tasmania and have
plants at Dover, Huonville and
Margate
Available at online retail
websites and is also available
at retailers from coast to coast
Promotion Promotions include PR (public
relations), sales promotion and
advertisement
Adopts advertising and sales
promotion for marketing
(Pomering, 2017).

CONCLUSION
On the basis of above discussion it can be concluded that Simplot and its brand John
West operates in a challenging market because it offers opportunity as well as threats to John
West. Political, social and technological factors are playing crucial role in overall marketing
effectiveness of John West. Later marketing mix for John West was also discussed in report.

REFERENCES
Books and Journals
Christodoulou, A. and Cullinane, K., 2019. Identifying the main opportunities and challenges
from the implementation of a port energy management system: A SWOT/PESTLE
analysis. Sustainability. 11(21). p.6046.
Islam, F.R. and Mamun, K.A., 2017. Possibilities and challenges of implementing renewable
energy in the light of PESTLE & SWOT analyses for island countries. In Smart
Energy Grid Design for Island Countries (pp. 1-19). Springer, Cham.
Paurova, V. and Gregova, E., 2020, December. Importance and Process of Marketing
Environment Analysis as Strategic Analysis Tool of Business. In Fifth International
Conference on Economic and Business Management (FEBM 2020) (pp. 720-723).
Atlantis Press.
Pomering, A., 2017. Marketing for sustainability: Extending the conceptualisation of the
marketing mix to drive value for individuals and society at large. Australasian
Marketing Journal (AMJ). 25(2). pp.157-165.
Tongkaw, A., 2020. Statistical Analysis Guidelines for Quantitative Research of Marketing Mix
Model and Service Quality in the Hospitality Industry. Dusit Thani College
Journal. 14(2). pp.641-654.
Online
John West competitors. 2020. [Online]. Available Through: <
https://craft.co/john-west-foods/competitors >.
GLOBAL SEAFOOD MARKET - GROWTH, TRENDS, COVID-19 IMPACT, AND
FORECASTS (2021 - 2026). 2020. [Online]. Available Through:
<https://www.mordorintelligence.com/industry-reports/global-seafood-market>.