Van Kamp 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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Van Kamp Sea Foods' heavy reliance on trade promotion means that much of its marketing budget is not allocated towards building a distinct brand identity or image. This can make it difficult for consumers to differentiate Van Kamp's products from other canned seafood brands, and also hinders the company's ability to build long-term relationships with retailers or encourage retailers to use Van Kamp's planograms. Additionally, because Van Kamp's primary approach to remaining price competitive is through trade discounts, it may struggle to encourage consumers to choose its products based on factors other than price.

Van Kamp Sea Foods Devotes Most of Its Marketing Budget