Guidelines for Joint Marketing

Norges sjømatråd AS
Strandveien 106
P.O. Box 6176
N-9291 Tromsø, Norway
Phone +47 77 60 33 33
Fax +47 77 68 00 12
[email protected]
www.seafood.no
Memo
NO 988 597 627 MVA
To:
Norwegian exporters and producers of Norwegian seafood
From:
Tom Jørgen Gangsø
Copy:
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Date:
04.08.2014
Our ref.:
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Reply (Y/N):
N
Joint Marketing – General information and guidelines
Introduction
This memo contains general information about Joint Marketing and guidelines for the
Norwegian Seafood Council’s (NSC) participation in marketing activities in cooperation with
individual companies (Norwegian exporters and producers).
How can we collaborate?
(i) Shared materials
The Norwegian Seafood Council (NSC) can work together with your company to develop
shared materials. The requirements are that the material will convey the message of the
product’s Norwegian origin and that the “NORGE – Seafood from Norway” label will be used
along with the company's own labelling and message. The NSC can cofinance up to 50% of
the total design, production and distribution costs.
(ii) Demonstrations
The NSC can cofinance up to 50% of the cost of demonstrations in shops and/or other
consumer-oriented (Business-to-consumer [B2C]) events such as the food fairs,
competitions, cooking demonstrations, etc. The activities must promote Norwegian seafood
in general, in addition to the company's own products. It must also be clearly shown that the
products being presented are Norwegian. The demonstration stand should therefore feature
profile-building materials for Norwegian Seafood as a significant element in the decor.
The NSC can provide generic materials in the form of recipe booklets, posters, brochures,
etc.
(iii) Purchasing media time
In certain circumstances the NSC can help cofinance/purchase advertising time in internal
and/or in external broadcast and print media. The NSCs share of the financing will be limited
by marketing budgets and the scope of this type of collaboration, with an upper limit of 15%
of the campaign’s media costs. This type of activity is associated with high costs that would
tie up a large part of the shared marketing budget if the NSC were to assume a larger share
of the costs.
Joint Marketing guidelines:
- On the materials and products, as well as in other communications, it must be clearly
stated that the product is of Norwegian origin according to the definition.1
- The “NORWAY – Seafood from Norway” label must be a part of the
communication/sender’s identity.
- The activity must be consumer-targeted (B2C).
- The Norwegian exporter/manufacturer must take the initiative for the collaboration
and submit an application.
- The application, including the graphics, must be sent to the NSC a minimum of two
months prior to the activity’s launching. In order for the NSC to be able to enter into a
partnership, it must be allowed to influence the message and make changes.
- The exporter/manufacturer is responsible for carrying out the activity (activities), and
for written documentation and evaluation afterwards. See “Requirements for
documentation and evaluation" for more details.
- The NSC will only deal directly with the exporter/manufacturer. That is, the
exporter/manufacturer must monitor the process with any importers, chains, agencies,
etc.
- The exporter/manufacturer shall pay for the activity initially, and then invoice the NSC
after the fact.
- Activities should only be a time-limited supplementary, and the NSC will not cofinance
any single task for longer than two years. The two-year limit has been set in order to
avoid the NSCs shared funds becoming a “regular" part of companies' own marketing
budgets.
- External agencies must be used to design the materials, to conduct product demos,
etc.
- Should there be changes to the plan along the way, the NSC must be notified
immediately. Examples of such changes might be a new time or place for the activity.
This is because in some cases – for example, tasting demonstrations – the NSC will
visit shops to quality assure the activity’s presentation. If the demos are not
conducted according to the application form along with any attachments, the NSC will
be free to cancel the collaboration and the funding immediately.
1
“Seafood from Norway” comprises fish and fish products, as specified in §1 of the Fish Export Act of 27 April
1990, no. 9, that are naturally occurring in Norwegian waters, caught or bred in Norwegian waters in compliance
with the Norwegian fisheries management and aquaculture management, and are brought ashore in Norway, as
well as freshwater fish caught or bred in Norway. In addition, the product must be food for human consumption
and classified under Chapter 3 (excluding 0305) or 16 of the Norwegian Customs Tariff (excludes omega 3 oil and
fish meal/pellets).
Limitations of the arrangement
There are certain conditions that limit the NSCs ability to participate in collaborative activities
with particular entities. These are mainly:
- The Norwegian Seafood Council's by-laws, which do not permit us to "support or
provide any other services to businesses that may be anti-competitive and could thus
be considered illegal state aid under international agreements”;
- The EEA Treaty, which sets the guiding principles for and limits the ability to provide
"support" even if fish as such are not covered by it;
- WTO regulations, and special rules imposed by the agreement on subsidies, etc.
under the GATT agreement, which set guidelines for the Seafood Council's ability to
provide "benefits".
Based on this, there are certain limitations with respect to the types of activities the NSC may
contribute to, the conditions under which it may do so and the amount of funds it may make
available. These restrictions have been established in order to avoid for the NSC to avoid
providing or being accused of providing competition-restraining support.
What is not cofinanced?
- Salary costs of exporters, manufacturers, importers, chains, etc.; If there is any link
in the form of ownership/ownership interests among the demo personnel, design
agency, etc. and any of the mentioned parts of the value chain, the NSC will not be
able to cofinance salary costs associated with conducting the activity or designing or
manufacturing the materials.
- Raw materials costs;
- Sales Bonuses;
- Discount coupons, prizes, gifts, gift cards and similar incentives used to
increase the sales of a specific product;
- Price announcements in the pamphlets, newspapers, TV, etc.;
- Rental of stand space, the purchase of the space to the products, etc. when the
rent shall be paid to links in the value chain (for example, the rental of a cold counter
in a supermarket);
- Activities considered to be a part of the company’s ordinary operations (for
example, annual promotion days in chains); Not only will this be in conflict with the
law, but also directly contrary to the purpose if the NSC cofinances activities that
companies have wholly financed themselves in the past and are considered part of
the company's ordinary operations/activities.
- Accommodation and travel costs of demo personnel, etc. travelling to other
countries to carry out the assignment(s). The NSC may cofinance the number of
hours that will actually be used during the actual promotional activity per se, or we
can take the cost of using a local agency as a starting point.
How to apply
The application, including the graphics, must be sent to the NSC two months prior to the
activity’s launching. Include a detailed plan for when and how the activity will be carried out,
as well as a detailed budget. In addition, pictures of the material to be used must be
attached, so that it is possible to assess how much might qualify for cofinancing. If you do not
have the final version ready and would like help with it, contact the NSC. Please see the
application form for more details.
The NSC will consider whether or not we can be part of a collaboration on a case-by-case
basis, and the amount of any confinancing. The impact of the promotion will be assessed
against the cost, and will be viewed in the context of the general purpose and target of the
plan.
NOTE! Early involvement of the NSC makes the process more efficient, and increases the
likelihood of the NSC buying into the activity.
Processing Time
Provided that we have received all the necessary documentation in the form of the final
version, budget, timing, etc., we will be able to assess the application and respond within two
weeks.
What determines the share of the funding?
The NSCs share of the funding is assessed on the basis of the proportion of the total output
that conveys a generic message derived from the product’s Norwegian provenance.
Requirements for documentation and evaluation
After the fact, a written report must be sent to the NSC containing the following:
-
A complete overview of all the marketing measures that were actually carried out;
A detailed and final statement of the costs incurred in the marketing effort;
Copies in electronic form of marketing materials used in the promotional effort;
Photographs showing that the marketing material was used;
Sales figures before, during and after the activity/activities;
A qualitative assessment briefly summarising the experiences gained from the
activity/activities, possibly in the form of feedback from customers, chefs, retail chains,
etc.
These apply especially to demonstrations:
-
-
Sales figures linked to demonstrations (before, during and after the activity/activities);
A picture from each demo (with dates and times)showing that the activity has been
carried out in the specified market (store, squares, etc.) in according to the
application;
A final mailing list (with dates and times) set against the first address list (with dates
and times) submitted with the application; and
An overview of the number of samples distributed during the demos.
Invoices
- The NSC shall only receive ONE invoice from the Norwegian exporter/manufacturer
after the activity is completed.
- The invoice should specify the costs, as well as the percentage of the total cost that
the NSC is to pay.
- Copies of invoices from subcontractors shall be attached, so that the total cost of the
whole activity is visible.
- The invoice should never for more than the NSC has approved of, unless otherwise
agreed. If the total investment is less than originally agreed, The NSCs share shall be
-
reduced accordingly. If the cost is higher than the original estimate, the NSC is free to
pay no more than what was agreed.
Assuming that the NSC has received all necessary documentation, the invoice will be
settled within 30 days after receipt.
Other services
In addition to Joint Marketing the NSC offers other services that Norwegian exporters and
manufacturers may take advantage of.
Free pictures and videos
Norwegian seafood exporters and manufacturers can use images, videos and other
communications materials developed by the NSC for their own sales and marketing
materials, free of charge.
Photo Archive: The NSC has around 4000 original photos, food photos, and other seafoodrelated images that may be used free of charge. You can access them by registering as a
user at https://market.seafood.no/
Promotional films: The NSC has promotional films about Norwegian seafood and its
provenance available for free use. For access, please contact the NSC directly.
The “NORWAY – Seafood from Norway” label
The “NORWAY – Seafood from Norway” label can – along with your own company logo –
may be used free of charge on products to create recognition in collaborative marketing. For
labelling outside of Norway, a license to use the label must be obtained. Complete
information on this is available HERE.
Free materials
At http://materiell.seafood.no you can find various promotional materials that your company
may use free of charge.
Company logo
Companies and chains can have their own logo placed on the NSCs shared materials if they
pay the additional design cost.
Other activities
The NSC can also help with longer-term activities such as seminars, presentation concepts
or training programmes for employees of shops and large-scale caterers, depending on the
available resources.
Best regards
Norwegian Seafood Council

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