J.TRP.2151 - Trade Promotions - Japan

Summary

This project involves trade promotions targeting key partners in Japan that are collaborating directly with in-market activities that improve and educate on the perception of Australian red meat. MLA Japan executed trade workshops and seminars both in person and online to achieve this goal. The project extended to include participation in tradeshows (excl Supermarket Tradeshow), distribution of POP, and bespoke strategic retail trade tools and education activities. Results from our retail penetration survey support the effectiveness of these activities alongside a high rate of satisfaction in each event conducted.

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 and influencers).