Develop a Lobster Branding Strategy that Leverages Maine's Quality Reputation and Exploits Growing Demand for Ready to Prepare Meals
On a worldwide basis, Maine is famous for its lobster and enjoys an inherent brand equity that is
unparalleled. Yet, no company has taken advantage of leveraging this perceived quality from a
mass marketing perspective. In its Phase II effort, Saltwater Marketing proposes to continue
developing a business model that will do exactly that.
Phase I research indicated that seafood consumers want to easily prepare and consume restaurant
quality meals at home. Yet, there are few such options available at supermarkets today. Lobster
is perfectly positioned to fulfill this unmet need.
Today, about two-thirds of lobster harvested in Maine is shipped to Canada to be processed.
Canadian firms earn between $70-$110 million by processing Maine lobster. This processed
product is then re-exported back to U.S. foodservice chains.
Saltwater proposes to change this paradigm by offering consumers a choice to purchase fresh
Maine lobster meal solutions at their supermarket and recapture a portion of the current valueadded
earnings that Canadian firms enjoy from processing Maine lobster.
A branding success story can be realized by recognizing an opportunity to develop products that
truly meet emerging consumer needs and identifying how current industry weaknesses can be
The proposed project focuses on building markets for a new product category of Maine branded
lobster, developing products that address important consumer needs, creating branding elements
and test marketing. This is achieved by employing an innovative business model and unique
partnership that also offers important benefits to lobster harvesters.
Small Business Information at Submission:
Saltwater Marketing, LLC
22 Monument Square, Suite 508 Portland, ME 04101
Number of Employees: