The mackerel war
p. 32 · Read in the full issue
A CHILEAN exporter is trying to carve out a share of the K6O mil lion (U 5558.25 million) market for canned fish in Papua New Guinea.
The company, Pesquera San Jose, is re leasing its Gold Medal brand of tinned mackerel initially in Port Moresby and Lae, and is pitching its price to meet a sales target of 806,000 425 gram cans within six months.
The price is to be set at about 60 toea for the first two months, but then will go up only 4t making Gold Medal prob ably the cheapest brand on the market, according to the local importer. Price is a crucial factor in any market, but particu larly so in Papua New Guinea when low local wages are combined with a rapidly
growing cost of living.
The general manager of the promo ters, DDA Savi Advertising, Rod Miller, said San Jose was committed to the pro duct’s success in Papua New Guinea af ter spending a great deal of money to research the market and the local eating habits. He said Papua New Guinea is the world’s second largest consumer of tin ned fish, buying 120 million cans a year.
The Chilean company aims to have the Gold Medal brand available through out Papua New Guinea, and will prog ressively distribute the product to all
coastal and highlands regions, selling
both through supermarkets and small trade stores. The company wants to be come the preferred mass market brand of tinned fish in Papua New Guinea. □