J.REP.2151 - Retail Promotions - Japan

Summary

Retail promotions in Japan are significant in growing the availability and awareness of Australian red meat in a wide range of retail environments. MLA Japan collaborated with key retail partners to deliver year-round retail activations that included:
- in-store and online promotions
- POP
- product sampling
- targeted direct marketing to consumers.

These promotions continually result in year on year growth ranging from 5% upwards as well as considerable volume increases when considering the scale and reach of selected promotional partners, such as Aeon, one of Australia's largest retail partners. Each promotion is updated and modified in the proceeding years, taking into account any key learnings, the consistency of these promotions demonstrates the value our in-market partners have in this activity.

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.