➢Industry has a long history of marketing and selling seafood ➢Industry did have the Export Prawn Promotion Act 1995 (repealed 2001) ➢ Not everyone had the same view. Trust, transparency and misunderstanding…
➢Industry (not everyone) lobbied government for change December 2013 the Rural Research and Development Legislation Amendment Bill was passed by Federal Parliament extends the scope and range of activities the FRDC can undertake to include marketing.
➢FRDC’s role it is ONLY to assist ➢Industry is in the drivers seat
FRDC taking a strategic approach to marketing ➢ FRDC has been engaging with industry… ➢ FRDC goal is to build a long term platform for marketing ➢ FRDC want to make sure any marketing investment is: – – – – – –
strongly linked to enterprise level investment; overseen with strong governance; strategically focused; disciplined in approach; effective in delivery; and able to quantify its success.
The discussions are the basis for the national marketing framework The Framework is about the how…
the what is up to industry.
What industry said about marketing…
Industry views on marketing
➢FRDC has surveyed over 300 companies Market Research profile… ➢72 key companies – top 300 companies ➢202 small operators – cross section of states and sectors ➢60+ operators who filled in online questionnaires
What would industry invest in? Industry marketing
Product marketing Seafood Safety
Consumer education
Fishfiles
Seafood Safety
Safefish Product marketing International Trade
Education Product marketing Product marketing Industry marketing Sustainability
Product Standards
Fish Names Product marketing
Seafood Safety
So… about that framework then…
Rationale for marketing?
Two key options for industry to improve profits… ➢ reduce cost (production) or increase price. Reduce production costs ➢ RD&E underway to improve cost of production. ➢ Operators consolidating and working to reduce costs. Increase price ➢ Growers need to increase demand and willingness for customers to pay more - which is not a simple task… ➢ The key is to change the value proposition for a consumer. – Marketing (place, product, price and promotion) all should aim to position the product appropriately for the consumer
Where do start? location beliefs
culture
religion age
Everything starts with…
THE CONSUMER media use
COMMUNITY
education
wealth
ethics
experience
Marketing systems and knowledge Underpinning the framework we need: ➢consumer research – to understand the customer wants and needs. ➢market and trade data – how much is being sold, where and for how much. ➢supply data – production and sales volume This information will inform activity and help evaluate success.
The marketing framework – the whole picture A range of activities to underpin the Australian seafood brand and marketing Seafood - Research, development and extension
Seafood - Brand
Seafood - Marketing
Place
Product
Price
Promotion
Stock Status Report
Communication Strategy Australian Fisheries
Sustainability
Digital engagement
Safe Fish
Ethical
Consumer education
Fisheries Science Standard
Safety
Trade shows
Quality
Public relations
Different
Point of Sale
Trustworthy
Advertising
National Bycatch Report Certified Fisheries (MSC) Australian Responsible Fisheries Certification
Fish Names Standard
Clean & Green Program
Fisheries Standard
Ocean Watch Master Fisherman Certification
Global Sustainable Seafood Initiative (GSSI)
The basic marketing mix The mix of place, product, price and promotion need to position the product appropriately for the consumer
What is industry promoting?
ONLY TWO THINGS
Products…
Industry…
The key here is INDUSTRY decides on what?
Promotion Activities
Digital engagement – knowing a product
What fish is that? Who caught it? How was it harvested? Is it safe to eat? What’s in it? How can it be prepared? Is it sustainable? Where do I get it?
Consumer education...
Trade shows and public relations Trade events important part of selling Opportunity showcase seafood and leverage other sectors - wine Events also offer opportunities for PR and building relationships
Point of sale Interface with customers Key decision point – buy or not Potential to educate or do PR
Advertising
Company Very targeted – eat “my” prawns
Sector or Species Level Less generic – eat prawns, eat mussels
Whole of industry Generic campaigns – eat seafood, or support the industry…
Individual company level
Lots of examples… Austral, Spanner Crabs Noosa Tassal, Huon, Petuna, Raptis, Marine Produce, Sydney Fish Market, Cleanseas, Petuna, etc…
Charecterised by … Direct cost to business Higher attribution of results 95%+ Greater control More risk Can be more targeted
Sector or regional level Fewer examples of working together Examples… ➢ Eyre Peninsula ➢ Love Australian Prawns. ➢ Australian Barramundi ➢ Australian Wild Abalone. ➢ Signature oysters
Sector level Charecterised by… Less direct cost Results spread to group Governance and control shared Less risk Can achieve more than individual
National campaign level Very few examples… ➢ Australian Seafood Campaign ➢ Live a little more special ➢ Heart of Australian cooking ➢ 2 serves a week (Seafish)
National activity charecterised by… Can reduce individual cost Results spread across “all” industry Governance and control is shared Broader targets Higher level message Potential for greater coverage
Industry decisions SEAFOOD SHOWS enterprise/ sector/generic
SEAFOOD KNOWLEDGE market information
SEAFOOD KNOWLEDGE market information
INDUSTRY IMAGE enterprise/ sector/ generic
SEAFOOD ADVERTISIN G enterprise/secto r/ generic
SEAFO OD TRA DE/ MARKE T ACCE SS en
terprise/s ector/ generic
Where to invest? Which ones? Some or all?
The who, what, when, why and how to invest is up to industry
Need to work along supply chain
NEED TO LOOK DOWN THE WHOLE SUPPLY CHAIN
Created by Manta Consulting Inc for Fish 2.0
MARKET INFORMATION FEEDBACK LOOP CONSUMER PREFERENCES INFLUENCE PRODUCTION
The marketing framework – the whole picture Seafood - Research, development and extension
Seafood - Brand
Seafood - Marketing
Place
Product
Price
Promotion
Stock Status Report
Communication Strategy Australian Fisheries
Sustainability
Digital engagement
Safe Fish
Ethical
Consumer education
Fisheries Science Standard
Safety
Trade shows
Quality
Public relations
Different
Point of Sale
Trustworthy
Advertising
National Bycatch Report Certified Fisheries (MSC) Australian Responsible Fisheries Certification
Fish Names Standard
Clean & Green Program
Fisheries Standard
Ocean Watch Master Fisherman Certification
Global Sustainable Seafood Initiative (GSSI)
Take out message… Work still to be done to finish the framework ➢ Continue to build systems and collect data ➢ Identify opportunities ➢ Continue educate industry about marketing ➢ Work out priority areas for development ➢ Develop metrics to measure activities ➢ Get on and do it!
