C.IMM.2151 -International Markets - Greater China Market Implementation Plan: Strategy
Customer immersions of Aussie Beef and Lamb products helps increase demand and consumption.
| Project start date: | 01 July 2020 |
| Project end date: | 30 June 2025 |
| Publication date: | 12 February 2024 |
| Project status: | In progress |
| Livestock species: | Grain-fed Cattle, Grass-fed Cattle, Sheep, Goat, Lamb |
| Relevant regions: | International |
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Summary
This project focused on maintaining key account management activities with key trade partners to keep Aussie Beef and Lamb top-of-mind, with MLA positioned as a credible and valued source of information. Activities also involved driving the trial and placement of Aussie beef and lamb.
The key marketing tactic involved culinary immersions (targeted events showcasing Aussie beef and lamb) with:
- strategic partners
- menu ideation workshops
- meetings/presentations with key accounts amongst food service operators, retailers, distributors, and importers.
Outcomes are geared towards product trials stemming from immersion/education activities, menu placement, and promotional activities with food service operators and retailers.
Objectives
This project covers the reporting period of 2020 – 2025 and addresses the following International Markets priorities for the Greater China region:
Priority 1: Increase the ‘physical availability’ of Australian beef,
lamb and goatmeat products.
Priority 2: Develop ‘educated ambassadors’ (staff, customers, media and
influencers).
Priority 3: Deliver trusted and high quality insights (up and down the
supply chain).
Key findings
Immersion program was beneficial in connecting consumers to Australian meat product and leveraging the role of the meat Ambassadors in generic national promotion.
Benefits to industry
Enhanced consumer awareness of Australian red meat product quality and availability will increase the profitability for industry stakeholders.
MLA action
Ongoing consumer promotions.
Future research
No future research is required for this project.
More information
| Project manager: | Murray Davis |
| Contact email: | reports@mla.com.au |
