Eastern Canadian Sea Foods devotes most of its marketing budget to trade discounts in the form of off-invoice and promotional allowances so its canned tuna and salmon brands can remain price competitive with private label brands. The heavy emphasis on trade promotion makes it difficult to:

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The heavy emphasis on trade promotion makes it difficult for Eastern Canadian Sea Foods to build an Eastern Canadian brand identity and image. The focus on price competition through trade discounts does not allow the brand to differentiate itself and communicate its unique value proposition to consumers. This can lead to a lack of brand loyalty and make it more challenging to build a strong brand identity.

Eastern Canadian Sea Foods Devotes Most of Its Marketing Budget