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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By devoting most of its marketing budget to trade discounts, Van Kamp Sea Foods is not investing in building a strong brand identity and image. This makes it difficult for the company to differentiate itself from private label brands and to attract consumers based on factors other than price. It is important for the company to invest in building a strong brand identity and image to improve its competitiveness and long-term success.

Van Kamp Sea Foods Devotes Most of Its Marketing Budget