The Russian Sea is contemporary, dynamic, open and progressive Russian brand of high quality seafood from all over the world. According to ‘TNS Gallup Media’ polls, this brand is also the most well known and the most used in its product segment in Russia. Thus, nearly 28,1 million Russians, or 49,2% of the country’s population over 16 years, are aware of the Russian Sea brand name. Registered on November 18, 1999, the Russian Sea has become the leader of the Russian ready-to-eat fish product market. As stated by ‘ACNielsen’ reports, in 2006 the brand accounted for 24% of the herring preserves segment, 36% of the delicatessen fish segment, and 26% of the salmon caviar segment.
Values of the Brand
The Russian Sea is a Russian brand of high quality seafood from all over the world. Wide market niche, broad product range, diverse recipes, constantly high quality and affordable prices make the Russian Sea Brand attractive to Russian consumers. The care of consumers is one of the most vital brand characteristics. It outcomes in a careful selection of seafood for the production, seeking out the best recipes and designing packaging to protect the top quality product and create additional values. Closely guarded stable quality and products’ availability to all consumer groups are the Brand’s most important values. Constant strive to offer the best the seas can give, prepared with the world’s best recipes is the very essence of the Russian Sea Brand, which is the source of its unique quality Russian Sea offers the real fish of choice.
The herring used in the preparation of ‘Selyodochka Stolichnaya’ is caught in October when it has the highest level of fattiness. The catch will filleted, vacuum packed and shock- frozen so that it can be kept fresh for twelve months. The herrings produced by the Russian Sea come in oil, mayonnaise, and various sauces including tomato sauce and delicately blended original mustard sauce. Thick as cream, the Russian Sea sauces has no analogues at all. You’ll never confuse them with anything else! The famous salmon (Salmo salar), called ‘syomga’ in Russia, is farmed in the lakes and fjords of North Norway, where the industrial wastes and pollutions have never been known. The Norwegian farmers deliver only selected Superior class fish to their biggest partners like ‘The Russian Sea’. This category implies the best choice products. The salmons for ‘The Russian Sea’ from the young to the adult fish are fed on ecologically clean food only and live in open sea-based fish pens, due to which the unique colour and taste of the fish is achieved. Each filleted piece in The Russian Sea ishandled carefully, all the films, bones andfat layers are removed, it is poured with salt separately and then vacuum packed.
The Russian Sea salmon caviar is equally fresh and of a high quality. The grains have the same size and colour and slight moisture, they are big and crumbly. The Russian Sea spells a legal origin of the fish, proper production, shipping, and storage, and tight control.
The company experts managed to render the genuine charm of Mediterranean cuisine in seven types of ‘Mediterana’ seafood preserves, avoiding usage of much vinegar in the product. An innovative break-andslide packing system introduced with the product has proved to be very convenient to the consumers.
Innovations & Promotion
The brand is promoted through the use of integrated marketing communications (IMC) that include both traditional promotion tools and unconventional methods. It runs TV commercials and employs sponsorship, product placement, and interactive marketing techniques. In addition to this, the brand relies on internet marketing, advertisement on vehicles, promotional actions in stores. Russian Sea pays attention to PR, merchandising, packing, corporate identity system, and specialized trade shows.
In January 2003 the Russian Sea launched a TV advertisement campaign called ‘The Sea Is With You Forever’. The message send through the campaign is rather emotional: ‘With Russian Sea there’s always a place for a sea in everyone’s life’.
In spring 2005 the company decided to give an additional impulse to the brand image and to incite more sales in various segments of the market. As a result four new commercials featuring a slogan ‘The Fish of choice’ were released. The advertising campaign 2005–2007 was carried out within new positioning of the brand.
In 2006 the Russian Sea became the first fish and seafood producer to implement a special program aimed at branding refrigeration equipment in shopping locations of various sizes. The program covered nearly 30 major cities in Russia and the CIS.
Economy & Finance
With the annual growth rate of 15–20%, the fish food and seafood markets are actively developing both financially and economically. The markets volume was estimated at $5–6 billion total and is projected to reach $8–10 billion by 2010. Likewise, the competition among Russian fish food producers is increasing.
In 2006 the Russian Sea’s sales grew up by 52% over 2005, reaching RUB 2,34 billion. The company’s efficiency also enjoyed a significant improvement. Thus, in 2006 its EBITDA increased by 180% and were RUB 346 million, while net profit stood at RUB 231 million, an increase of 121%. The company profitability also increased: gross profit by 21,1%, net profit by 9,9%, and EBITDA MARGIN by 14,79%. In June 2007 the Russian Sea, CJSC, made its first bond issue on the MICEX Stock Exchange.
All of these indicators reflect the growth of the company’s product line, the expansion of the geography of sales, and the advancement of the Russian Sea brand, underlining the company’s firm position on the Russian fish and seafood markets.
Achievements & Prospects
According to 2006 study conducted by ‘Bojole Company’, Russian Sea™ is the most recognizable fish food trademark both in Moscow and Russia’s regions. Nearly 68% of the respondents knew or heard of this brand, while 92% recognized the logo on the card. Analyzing market trends, the company is expanding its assortment and in 2007 introduced Umaysagi, a sauced capelin caviar preserves.
From 2000 to 2007 the Russian Sea products received a number of awards of the World Food and ProdExpo Food Shows (the Product of the Year and the Best Product Categories).
The Russian Sea Company is a member of the ‘Fish Market Producers and Distributors Association’. The Association unites major market players cooperating closely with the government to develop and implement the internationally accepted industry rules.
Things you didn’t know about Russian Sea
‘Selyodochka Stolichnaya’ slices the elasticity so that the fish does not get pulpy during its shelf-life. The thing is that the Russian Sea herring is salted in the traditional, tried-and-true way, avoiding usage of intensifiers. To keep smoked salmon juicy, the Russian Sea specialists cut chilled fish into pieces and pour salt on each piece separately. It is necessary to turn the fish over carefully several times while salting to make it even. Then the main thing is the quality of the smoke. The wooden chips of special deciduous wood should be used. The strict temperature and humidity control are required as an obligatory condition for the soft smoking.
A unique particularity of the Islandka herring is a genuine Icelandic taste. This type of herring was imported to our country in 1960s–90s from Iceland. In 1990 the term of the trade contract expired, and the rectangular cans with wine-sauced Icelandic herring disappeared from the Russian stores. Yet each good thing is bound to come back, and in 2005 Jon Christianson, a hereditary herring expert, gave exclusive rights to his family recipes to the Russian Sea. Each can of Islndka herring has it all, just like in the good old days: a specially flavored salt herring fillet, wine sauce making the fillet so extraordinary, and the unique blend of seasonings brought from all over the world including Madagascar, Jamaica, and South Africa. Perfectly matching each other, these seasonings create a slightly forgotten, and yet even more desired, taste and a flavor.