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A National Prawn Market Development Strategy Dr Janet Howieson

A National Prawn Market Development Strategy Dr Janet Howieson. Objectives. Prawn fishers and farmers to work together to lift the consumer demand for Australian prawns. To encourage investment in marketing by the prawn industry and to provide an informed basis for how to invest funds.

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A National Prawn Market Development Strategy Dr Janet Howieson

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  1. A National Prawn Market Development StrategyDr Janet Howieson

  2. Objectives • Prawn fishers and farmers to work together to lift the consumer demand for Australian prawns. • To encourage investment in marketing by the prawn industry and to provide an informed basis for how to invest funds.

  3. Proposed Project Details Partners • Industry: ACPF, APFA, QSMA, (WAFIC?) • Industry Steering Committee formed. • Research partners : Curtin Uni, USC. Budget: $350,000 (?) Timelines: 12 months (?timing of funding mechanism).

  4. Methods Part 1a: Formation of Steering Group and Whole of Industry Engagement and Commitment. Further definition and agreement of Outcomes (increased demand, increased price, products) Part 1b: Consolidation of Relevant Research and other Information. • 8 previous CRC projects (end-user and through chain consultation, quality, benchmarking, product development, economics) • Better understanding of retail and distribution channels • Survey of previous promotion campaigns (case studies with similar proposed budget) • “fit for purpose” • Other ideas/information resulting from industry engagement.

  5. Methods (cont) Part 2: Development of national marketing strategy brief • Informed by all Part 1 results • Agreed to by Steering Committee • Must be immediately implementable (modular and scalable) Contains • Separate strategies for supermarkets and fish mongers • Consideration of the range of prawn products on offer and the need or otherwise for the plan to encompass this range or focus on specific products. • Consideration of the cost- effectiveness of various methods of promotion, consumer actvation, social networking, public relations and involvement of prawn producers. • Recommendations for any test marketing or additional consumer research required, including testing of messages, and customer activation approaches. • Techniques to achieve commitment to the program by retailers and suppliers. • A simple process for measuring effectiveness of the plan when implemented. • The proposed approach to development of creative elements of the plan. • Explicit strategies by which individual suppliers and brands can support the category while also differentiating themselves in the market. In particular this should involve an approach to provenance recognition.

  6. Methods (cont) Part 3: Tendering, Selection and Briefing of an appropriate company to develop a national market development strategy Part 4: Collaborative Commitment to Co-invest in delivering the Strategy by industry partners.

  7. Next steps • APFA approval (ACPF have approved) • CRC and FRDC Boards for approval • Full application to CRC RAC (end of August or end of September) • 12 month project commences September 1 or October 1 2011.

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