Complete Marketing Strategy Of Royal Greenland – The World’s Leading Groups In The Seafood Market

Updated on: Aug 1, 2022
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My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India.

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We have previously written an article on the SWOT analysis of HelloFresh – a publicly-traded German meal-kit company. This time we are back with another blog on the Marketing strategy Of Royal Greenland.

Royal Greenland is one of the world’s leading groups in the seafood market. They supply a broad range of seafood products that meet the needs of consumers, kitchen professionals and industrial processors. For centuries, Royal Greenland has been associated with high-quality seafood at affordable prices.

Another aspect that made Royal Greenland the giant it is now is its marketing efforts. As the world goes online, marketing is changing and if you are interested in learning about the latest – check out our Free MasterClass on Digital Marketing 101 by the CEO and Founder of IIDE, Karan Shah.

Do you want to learn how Royal Greenland became so successful in the seafood industry? In this blog, we will learn about the Marketing strategy Of Royal Greenland and decode the answer. Before we begin, let us learn more about the Royal Greenland company.

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About Royal Greenland,

Marketing Strategy Of Royal Greenland - Royal Greenland Headquarters

Royal Greenland headquarters are based in Nuuk, Greenland and it is owned by the Government of Greenland. The company was founded in 1990, however, its predecessors date back to 1774, when the trade of seafood in Greenland was established by the Danish State using the name Royal Greenlandic Trade Department, and soon after, in 1979 the trade was taken over by the Greenlandic Government.

Greenland the island is the place where the fishing company Royal Greenland do the fishing, processing and seafood trades in several towns and settlements in Greenland. The company produces and supplies seafood and convenience products such as cold water prawns, snow crab and lumpfish roe, smoked and marinated fish, hot and cold smoked Greenland halibut, cod, salmon, marinated halibut and ready-to-eat fish cuts. 

Royal Greenland operates production facilities in Canada, Greenland, Denmark, Germany, and Poland. It majorly catches seafood from the North Atlantic and the Arctic Oceans. The company’s facilities are certified with HACCP, BRC and IFS. Also, Royal Greenland caters to retailers and food service operators.

Quick Stats on Royal Greenland
CEO Mikael Thinghuus
CMO N/A
Area Served Canada, Greenland, Denmark, Germany, and Poland
Industry Fishing & seafood traders
Market Share/ Revenue DKK 5.638 billion in 2021
Vision We aim to expand our position in the North Atlantic and the Arctic.
Tagline By appointment to the royal danish court

 

Marketing Strategy of Royal Greenland

Segmentation, Targeting, and Positioning

Segmentation

Marketing is the process of breaking your target market into approachable groups. This segmentation is based on key markets that the company wants to target, Royal Greenland segment its audience into 3 different groups – seafood enthusiasts, chefs, and people living in North Atlantic and the Arctic regions.

Targeting

In targeting the main aim is to select the most attractive segments to focus your marketing on. The target audience of Royal Greenland is local communities in Greenland and the North Atlantic and Arctic regions. 

Positioning

Royal Greenland positioned itself as a leading fish and seafood supplier and trader. Royal Greenland business stands for the long traditions of the local fishing communities in Greenland – dealing with Cold-water prawns, Greenland halibut, snow crab, cod and lumpfish.


Marketing Campaign 

Royal Greenland does not have a great online presence even though they haven’t conducted any kind of campaign. They don’t conduct any kind of advertisement campaign to promote their seafood business.

Marketing does not play a major role in the segment in which Royal Greenland is dealing. The group has posted a video on Youtube that showcases Royal Greenland’s drive to sustainable CSR efforts. Royal Greenland is characterized by its roots in the Greenlandic community. This means that, whenever you encounter Royal Greenland, whether it is as an international customer or as a local supplier, they represent the public face of Greenland to the rest of the world. 

They have big ships and fishermen to fish sea spices, and here Royal Greenland group as a trademark is a trader of sea species which include extraction, processing, cleaning, hygiene maintainability, container or box packaging (for long shelf life) etc and other remaining processes. The fishing, processing and seafood trades in Greenland and other coastal regions. The final products are displayed on the retail, wholesale and supermarket shelves so that local communities or individuals can purchase the food for eating purposes.


Social Media Marketing

Royal Greenland does have an official account on Facebook & LinkedIn, but on Instagram, the account of Royal Greenland is not verified. On Instagram, there is a separate account according to different nations i.e. Denmark, Sverige, GL, Vertrieb GmbH. It has got its maximum number of followers on Facebook than on Linkedin & Instagram.

Facebook

  • No. of followers – 16k+ followers

Instagram

  • No. of followers – 1.8k+ followers

LinkedIn 

  • No.of followers – 7.9k+ followers 

The posts posted on Instagram and Facebook are similar in that are related to promotions,  various seafood recipes, sustainability, CSR effort etc and more.

On LinkedIn, the posts are different which are related to announcements of workshops and events, such as recently Royal Greenland showcased a range of high-quality fish and shellfish from the finest North Atlantic seafood at Seafood Expo Global, stand 2F-201 2022. They also publish blogs on LinkedIn.


SEO Strategies

Marketing Strategy Of Royal Greenland - SEO

SEO is an organic process through which we get our website to rank higher up on any search engine for higher visibility. In today’s day and age, it is very essential to stay visible on the search engine because that is where most of the buying and selling happens.  Let us first understand the metrics with which we measure the success or failure of the SEO strategy of a firm. The number of organic keywords – below 500 is bad, above 1000 is good, 10,000+ is amazing. The number of organic keywords here is 14,000+  therefore we can say that the SEO strategy of Royal Greenland is really amazing.


Influencer Marketing

The process of identifying, engaging, and supporting individuals who initiate conversations with a brand’s customers is known as influencer marketing. It is a growing trend used in public relations campaigns. In recent years, this strategy has become increasingly focused on social media, allowing brands to market through social media influencers. Influencer marketing will also be a big trend in 2022 and beyond.

Influencer marketing, which mixes brands and influencers working together, maybe a strong strategy that may help businesses develop. It is a marketing approach that’s been employed successfully by thousands of organisations and brands for over a decade and is still growing.

Royal Greenland doesn’t have influencer marketing so no such marketings are to be found. 


Ecommerce Strategies

The websites of Royal Greenland have no in-built e-commerce facilities. At least the website should have an e-commerce set-up so that people visiting the website can directly buy from them. 

The website is just giving information about various fish and seafood products that Royal Greenland manufactures and supplies along with recipes. They should also provide the services from their website as most of their competitors do.

Royal Greenland consumer products are available at local retail, wholesale, and supermarket stores. The company follows a traditional way of marketing by putting food counters in malls and supermarkets to get the attention of walk-in customers. 

People can buy those products from there.


Content Marketing Strategies

Royal Greenland does use content marketing strategies and they are active in this section of posting different types of content on their website including, roles towards sustainability, brand’s CSR initiatives, achievements & awards, future strategy, seafood recipes, press releases etc. and more. 

They do say about their achievements on their website and the growth strategy they are going to imply in future. There is a section of news and media where you can check out the latest achievements & press releases of Royal Greenland. 

They have segmented their content according to buyers’ persona and individual tastes in content. They never tried to directly sell their brand, but rather they followed the path of indirectly promoting it through engaging and informative content. 

The content that the readers love to consume is posted by Royal Greenland. This is also the reason why Royal Greenland is successful in obtaining relevant traffic on its website.

We know you also want to attract and engage your desired target audience without forcing them to make purchases. Well, for that, you’ll need to muster a basic understanding of how to create a holistic content marketing strategy to ultimately convert them into paying customers without insisting they pay.

This ends the elaborative marketing strategy of Royal Greenland. Let us conclude our learning below from the marketing strategy of Royal Greenland.

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Conclusion – What’s Unique in Royal Greenland marketing?

Royal Greenland has found success by giving sea foods to customers at low prices, talking about marketing they are quite active on social media platforms and directly connect with their customers. The friendly and initiative relationship-building strategy is among the main factors contributing to its success.

Royal Greenland does make use of some marketing strategies listed above, its content marketing strategy and social media presence has been very beneficial.

Digital marketing is crucial since it links a company with its clients when they are online and is effective across all sectors. It links businesses with ideal consumers through SEO and PPC on Google, social media marketing, and email marketing. If you would like to learn more and develop skills, check out IIDE’s 4-Month Digital Marketing Course to learn more.

Alternatively, you can enrol in one of our free online masterclasses led by IIDE’s CEO, Karan Shah, to gain insight into the field of digital marketing. 

We hope this blog on the marketing strategy of Royal Greenland has given you a good insight into the company’s marketing strategies.

If you like such in-depth analysis of companies just like the marketing strategy of Royal Greenland check out our IIDE Knowledge portal for more fascinating case studies.

Thank you for taking the time to read the marketing strategy of Royal Greenland, and do share your thoughts on this case study marketing strategy of Royal Greenland in the comments section below.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]

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