Production & Marketing Plan
2018 – 2019 & 2020 – 2021
In May 2018, HAPO was accredited a Producers Organization, as defined by 397/18235/2017 M.D., as it has been amended and currently stands true, and since then, based on the R. (EE) 1379/2013 and the 123/22078/4.2.2019 M.D., HAPO designs the Organization’s Production & Marketing Plan (P.M.P.) which, upon approval by the relevant national authorities, is implemented.The Organization currently implements the approved P.M.P 2020-2021.
The current P.M.P 2020-2021 represent the continuation to HAPO’s approved P.M.P. 2018-2019, which was funded as part of Measure 3.4.1. “Production and Marketing Plans” of the Fisheries and Maritime Operational Programme (FMOP 2014-2020). (MIS Action Code: 5052049) and applies to HAPO’s extensive action plan to develop strategies for the effective communication of the production, planning and development processes of product promotion campaigns, as well as the improvement of product placement conditions in the market. At the same time, it funds HAPO’s participation at trade fairs on a national, European, and global level, for the benefit of advertising HAPO members’ production. For 2018 – 2019 and 2020 – 2021, Greece and Italy were selected as main target markets with the majority of HAPO members’ products (i.e., more than 50% of output). In Greece, the objective has been the collective espousal of aquaculture and the increase in domestic consumption of Greek aquaculture products. In Italy, the objective has been the selection of fish bearing the tag Fish from Greece by wholesalers, retailers, and consumers, as opposed to fish imported from Turkey and other countries.
HAPO has applied for funding its activities in 2020, included in the approved P.M.P. 2020-2021, as part of Measure 3.4.1. “Production and Marketing Plans” of the Fisheries and Maritime Operational Programme (FMOP 2014-2020). (MIS Action Code: 5076503)
Guided by innovation and its extrovert orientation, HAPO -with the approval of its 23 members- exploits all available marketing and communications tools to successfully advertise Greek aquaculture and effectively promote its members’ products in the Greek and global markets.
HAPO’s marketing strategy is laid out in a contemporary, creative, and original communication action plan, which capitalizes on the transparency of both the Greek sea and the Organization’s members fish farming processes. HAPO has opted to attain its goals by maximizing its advertising efforts and available budget with a network of simultaneous activities in both countries.
The Organization’s founding philosophy is structured around its Members’ entrepreneurial freedom, guided by principles of free market based on competition, so to control directly or indirectly its members’ production is neither required nor coveted. However, for better planning and coordinating members’ production processes the Organization will be taking steps aimed at:
•The promotion of institutional reforms foreseen in the Multiannual National Strategic Plan for the development of aquaculture, focused on establishing the Areas of Organized Aquaculture Development (POAY acronym of the respective Greek terminology for Commercial Aquaculture Parks).
•Advancements on sharing available intelligence among the Organization’s members, to improve the planning of production and sales processes.
•The Organization’s participation in work teams with producers from European -and other- countries, to exchange information related to demand and supply trends in markets where the Organization is active.
•The enrichment and spreading of sustainable aquaculture practices, such as the production of new species of fish, the environmental monitoring in Areas of Organized Aquaculture Development, the effective management of farmed fish populations, etc.
•The forging of a collective, national identity for HAPO members’ fish production. In addition to the steps the Organization is taking to improve the members’ supply planning, it will also design and implement a marketing strategy that will include actions aimed at improving products’ terms of availability, including:
- Determining market demands regarding quantity, quality, and display of HAPO members’ products.
- Determining new markets and other commerce/marketing possibilities for HAPO members.
- Coordinating with all parties in the supply chain, for advancing the Organization’s promotion of its products.
To achieve these goals, the Organization will implement, among others, following actions:
•Execute surveys to evaluate the main target markets.
•Monitor trends in markets of interest.
•Forge a collective, national identity for all HAPO members’ products.
•Advertise the collective identity of HAPO members’ products to parties that influence or participate in the supply chain in target markets (e.g., media, consumers, and buyers).
•Actualize “quick win” promotional activities, depending on the target markets.
•Participate at trade fairs to promote products and seize new commercial opportunities.