J.CON.2151 - Consumer Promotions - Japan
| Project start date: | 01 July 2020 |
| Project end date: | 30 June 2025 |
| Publication date: | 20 May 2024 |
| Project status: | Completed |
| Livestock species: | Grain-fed Cattle, Grass-fed Cattle, Sheep, Goat, Lamb |
| Relevant regions: | International |
Summary
Consumer Campaigns in Japan build on the significant brand awareness Australian Red Meat has with the consumer. To maintain, protect and grow market share, seasonal consumer campaigns are conducted to continually build on Australian Red Meat's brand equity. Two major campaigns each year utilised integrated marketing and promotional tools both online and offline, delivering messaging which leveraged our key pillars of safety, health and taste in line with the strategic consumer communication Genki positioning. Following each campaign, consumer research was conducted to determine effectiveness and identify key learnings that are applied to the next campaign. Each campaign iteration resulted in exceeding established performance metrics and, in most cases, achieved stretch targets.
Objectives
This project covers the reporting period of 2020–2025 and addresses the following International Markets priorities for the Japan region:
Priority 1: Build brand equity for Australian red meat amongst targeted consumers
Priority 2: Increase the ‘physical availability’ of Australian beef, lamb and goatmeat products.
Priority 3: Develop ‘educated ambassadors’ (staff, customers, media,
influencers).
More information
| Project manager: | Scott Walker |
| Contact email: | reports@mla.com.au |
