(Re)designing a tradicional product - Design strategies for the development of yellow codfish products and its positioning in gourmet markets

Abstract

This study is aimed to establish knowledge about the relationship of the strategic issues of design, focusing on the value of the product as a market strategy and the importance given by a national industry with wide experience in cod fishing in the area of Aveiro. We tried to study and analyze the codfish industry to use a new marketing strategy based on recovery of yellow codfish - distinct product and with portuguese origin, undervalued and deserving outstanding in internationalization. This work was done under a survey of theoretical studies that gave us the historical background since the artesanal fishing until the industry of codfish; we identified a small company in Gafanha da Nazarét, Aveiro (central sector), the Silvercod, who tried to develop a strategy to recovery yellow codfish already marketed by this company but little explored and published, trying to place it in a new market through a strategy of communication and encouraging new forms of consumption. This strategy demand to spread awareness of the consumer and for the tasting of this product, we can consider gourmet, unique and great tradition in Portugal. The result of this research can not yet be measured and in the moment, the project is still under development and testing. Because of this, and also due to the product not yet being marketed, it is difficult to present results and conclusions, particularly with regard to sales and the impact of this intervention through design.