Theoretical aspects of developing a marketing strategy for selling premium Kamchatka fish products
https://doi.org/10.36038/0131-6184-2025-6-32-39
EDN: LAEXQS
Abstract
The article summarizes the theoretical aspects of creating a marketing strategy for the sale of Kamchatka fish products in premium segments. It is shown that the diversification of markets and channels is not only a growth driver, but also a risk management tool, and hypotheses associate endto-end traceability with a decrease in price elasticity in B2C. It is explained that operational reliability is the basic condition for access to premium channels. A two-circuit pricing scheme for premium fish products is described. In communication strategies, the focus shifts from discounts to quality evidence, texture visualization, and recipes. The results of the conducted research confirm the high potential of the premium segments.
About the Author
S. A. Kravtsov
Kamchatka State Technical University (KamchatSTU)
Russian Federation
Russian Federation
Sergey A. Kravtsov – Senior Lecturer, Department of Economics and Management
683003, Petropavlovsk-Kamchatsky, Klyuchevskaya Street, 35
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Review
For citations:
Kravtsov S.A. Theoretical aspects of developing a marketing strategy for selling premium Kamchatka fish products. Fisheries. 2025;(6):32-39. (In Russ.) https://doi.org/10.36038/0131-6184-2025-6-32-39. EDN: LAEXQS
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