Case Studies
Promotion:
Background:PMA has developed, implemented, monitored, evaluated and reported on consumer, retail and trade promotions in Australia for the past six years for a range of Australian and international fresh produce clients. Promotion elements provided by PMA for its clients include:
- Consumer Advertising, with particular emphasis on print advertising,
- Consumer Public Relations, utilizing PMA's established links with food writers and broadcasters, as well as the services of public relations specialists,
- Consumer competitions,
- Retail Promotions, including:
- Cooperative promotions with both national supermarket chains - Woolworths and Coles,
- Other supermarket promotions, including Action, AUR and IGA members,
- Key independent retailers, identified through PMA's experience and monitoring, merchandiser feedback, wholesaler recommendations, Retailer of the Month awards etc,
Retail activities include: - In store promotions and merchandising,
- Merchandising support,
- Point of Sale posters, leaflets etc,
- Retail display and sales competitions, to stimulate sales.
- Trade Communication, comprising:
- Editorial and advertising in major trade publications e.g. National Market Place News,
- Direct contact with major retailers and wholesalers,
- Email and fax newsletters to retailers, wholesalers and support sectors, including the 'PMA Bulletin' and client specific newsletters,
- Wholesale Markets promotions.
- Evaluation of promotions, utilizing a range of tools to measure results against agreed performance measures, including:
- Market research,
- Merchandiser surveys of consumers and retailers,
- Retail and wholesale interviews.
The Task: In 1998 a group of New Zealand exporters engaged us to develop a marketing support programme for their product, incorporating trade, retail and consumer promotions.
Our Approach: Research was commissioned to design a brand identity, which linked the product, through product branding, with all elements of the promotion programme. Trade activity has included using our contact data bases to communicate with importers, wholesalers and retails about seasonal prospects, crop conditions and promotion support. Direct contact, email, fax and trade press articles have been utilized.
Retail activity has focused on supporting the vibrant independent retail sector with information, promotion materials (posters, bin wraps, shelf wobblers etc) as well as merchandising services. This latter service has also been used to research retailers and their customers so that exporters can provide the best possible operations and service to their customers and consumers.
Consumer promotions have included Public Relations programmes, using season launches, media kits, field visits, product drops etc to achieve media coverage with food writers and broadcasters. Other activities have included event sponsorships, advertising and participation in health and lifestyle shows.
Each year the programme is evaluated through surveys by merchandisers, retail feedback, interviews and other tools, to identify improvements and new ideas.
Results: The client's product has reached and maintained a position as Australia's leading fresh produce import.
Representation:
The Task: A U.S. producer organisation sought our assistance to gain access for their product into the Australian market.Our Approach: Our role was to work with the organisation, U.S. quarantine officials in Australia and Australian fresh produce marketers (importers, wholesalers and retailers), to expedite access approval by Australian quarantine authorities.
Australian quarantine officials agreed to extend an existing protocol, rather than undertake a complete Pest Risk Analysis. As a result, access was achieved within one season. In more recent times, further activity involved successfully seeking changes to access requirements, to simplify exports to Australia.
Results: In the four subsequent seasons since access was achieved, the trade has developed to over 200,000 cartons, valued in excess of A$12 million annually.
Consulting:
The Task: Our marketing expertise, together with the production experience of a colleague, was used by a group of leading fruit growers in Australia to develop an integrated production and marketing plan for their product.Our Approach: Consumer research, using focus groups and desk research, identified consumer segments to target, along with a brand name, product positioning and brand architecture. Trade research identified the distribution channels most appropriate for the product. Packaging and post harvest handling recommendations were also developed. Promotion goals and activities were developed in consultation with participants.
Through working with selected growers, we were able to establish financial, production and quality benchmarks. A grower-friendly management package was also produced, incorporating yield, quality and financial goals, which related to market requirements.
Results: The plan was embraced by leading growers, with participation goals and criteria established, along with productivity goals. Production, post harvest and marketing strategies were implemented.