Description
Marketing strategy is the goal of increasing sales and achieving a sustainable competitive advantage. Marketing strategy includes all basic and long-term activities in the field of marketing that deal with the analysis of the strategic initial situation of a company and the formulation, evaluation and selection of market-oriented strategies and therefore contribute to the goals of the company and its marketing objectives.
Role of new marketing techniques
in merchandising fresh produce
Ashlee Kilmartin
Australian Produce Group 2011
Presentation to Vegetable Industry
Marketing Committee Workshop
Australian Produce Group
the produce marketing department
Who we are
? Established 2006
? Dedicated to servicing the marketing and business development needs of the
Australian fresh produce industry
? Fully integrated below the line agency operation
? National efficiencies with our head office based in the Sydney Markets
Synopsis
? Traditional Merchandising and Marketing
? New and Emerging Technologies
? Engaging in new conversations
? Opportunities
Value adds
• 16 Harris Farm stores
• Six Thomas Dux stores
• 29 Franklins stores
• Additional IGA stores
• DVD uptake
“My Kitchen Rules”
E-marketing
Store signage
Interactive recipe kiosk
New and emerging technologies
The facts: Australian internet usage
Population
(2011 Est.)
Internet usage
Largest data
% of population
(penetration)
User growth
(2000-2011)
21,766,711 17,033,826 78.3% 158.1%
10,022,380 Facebook subscribers as of March 2011 = 46% penetration
Source: Internet World Stats
www.internetworldstats.comMiniwatts
Marketing Group 2011
Smart phone usage
We know that there has been approx 90 Million iPhones sold and approximately 4% of
sales have been Australian – 3.6 Million.
Approximately 18% percent of the Australian population has an iPhone. Actual figure
could be 15-20 percent as it does not take into account users who have stopped using
the phone, off market phone sale s(eBay) etc
Source: David Cohan
Just Simple Australia
2011
Other info:
400 000 apps available in the app store
Over 10 Billion application downloads
43% of Australians are using now using a smart phone
Engaging in new conversations
Two way conversation
Traditional methods
Online social media
Social Media
• 73% read reviews, discussions and comments on brands, products and services at
some stage. 26% do so on a regular basis.
• 46% have clicked the Facebook Like button for a brand/organisation. 17% do so
regularly.
• 43% discussed or commented on a product, service or brand. 13% regularly do so.
• 42% have interacted with a company through social network sites and 15% do on a
regular basis.
• 33% posted reviews on products or services, with 7% doing so regularly.
Interestingly, amongst Australian’s using the internet 59% have watched a brand-
product related video online and 30% have listened to an online review of a brand,
product or service.
Source: How Australians use the internet
www.roi.com.au
Nielsen Data 2011
Batlow Apples on Facebook
• Take the tone you use offline and replicate it online
• Batlow Apples add humour to their posts
H&R Block on Twitter
• Keep it personable
• H&R Block reaches out to Twitter members complaining about taxes and assist as
customer service for those dissatisfied with their H&R Block experience.
Source: A case study on social media relations
Daniel R
April 14, 2008
Your Local Greengrocer YouTube Channel
Opportunities
Opportunities
• Start a conversation with consumers
• Use social networking as a tool to build an
integrated campaign and add value to
Tasmanian Vegetable brand
• Create and manage online content to
educate consumers about Tasmanian
Vegetable Brand : You Tube, Facebook.
• Seek out trends and meet the consumer
online
• Use chef effect to advantage through in
store interaction with consumers – Recipe
demonstrations, cross promotion and
serving suggestions High Tech = High Touch –
Give consumers a taste and feel for
Tasmanian Vegetable brand through
sampling and interacting in store
• In market launches bring Tasmanian
Vegetables to the trade – Bring Tassie
and its growers to Sydney
• Use in market displays to create an
interactive voice at point of
purchase
TRADE CONSUMER
Social media integration
Just a bunch of carrot farmers
Social media integration
Packaging
Website
Phone application
“The worlds first
carrot crunch
powered video
game”
YouTube channel
“Snacktacular TV”
Facebook Page
Twitter Account
“Eat em like you’re
a kid in a carrot
store”
Music downloads
Just a bunch of carrot farmers platforms:
Questions
doc_310561991.pdf
Marketing strategy is the goal of increasing sales and achieving a sustainable competitive advantage. Marketing strategy includes all basic and long-term activities in the field of marketing that deal with the analysis of the strategic initial situation of a company and the formulation, evaluation and selection of market-oriented strategies and therefore contribute to the goals of the company and its marketing objectives.
Role of new marketing techniques
in merchandising fresh produce
Ashlee Kilmartin
Australian Produce Group 2011
Presentation to Vegetable Industry
Marketing Committee Workshop
Australian Produce Group
the produce marketing department
Who we are
? Established 2006
? Dedicated to servicing the marketing and business development needs of the
Australian fresh produce industry
? Fully integrated below the line agency operation
? National efficiencies with our head office based in the Sydney Markets
Synopsis
? Traditional Merchandising and Marketing
? New and Emerging Technologies
? Engaging in new conversations
? Opportunities
Value adds
• 16 Harris Farm stores
• Six Thomas Dux stores
• 29 Franklins stores
• Additional IGA stores
• DVD uptake
“My Kitchen Rules”
E-marketing
Store signage
Interactive recipe kiosk
New and emerging technologies
The facts: Australian internet usage
Population
(2011 Est.)
Internet usage
Largest data
% of population
(penetration)
User growth
(2000-2011)
21,766,711 17,033,826 78.3% 158.1%
10,022,380 Facebook subscribers as of March 2011 = 46% penetration
Source: Internet World Stats
www.internetworldstats.comMiniwatts
Marketing Group 2011
Smart phone usage
We know that there has been approx 90 Million iPhones sold and approximately 4% of
sales have been Australian – 3.6 Million.
Approximately 18% percent of the Australian population has an iPhone. Actual figure
could be 15-20 percent as it does not take into account users who have stopped using
the phone, off market phone sale s(eBay) etc
Source: David Cohan
Just Simple Australia
2011
Other info:
400 000 apps available in the app store
Over 10 Billion application downloads
43% of Australians are using now using a smart phone
Engaging in new conversations
Two way conversation
Traditional methods
Online social media
Social Media
• 73% read reviews, discussions and comments on brands, products and services at
some stage. 26% do so on a regular basis.
• 46% have clicked the Facebook Like button for a brand/organisation. 17% do so
regularly.
• 43% discussed or commented on a product, service or brand. 13% regularly do so.
• 42% have interacted with a company through social network sites and 15% do on a
regular basis.
• 33% posted reviews on products or services, with 7% doing so regularly.
Interestingly, amongst Australian’s using the internet 59% have watched a brand-
product related video online and 30% have listened to an online review of a brand,
product or service.
Source: How Australians use the internet
www.roi.com.au
Nielsen Data 2011
Batlow Apples on Facebook
• Take the tone you use offline and replicate it online
• Batlow Apples add humour to their posts
H&R Block on Twitter
• Keep it personable
• H&R Block reaches out to Twitter members complaining about taxes and assist as
customer service for those dissatisfied with their H&R Block experience.
Source: A case study on social media relations
Daniel R
April 14, 2008
Your Local Greengrocer YouTube Channel
Opportunities
Opportunities
• Start a conversation with consumers
• Use social networking as a tool to build an
integrated campaign and add value to
Tasmanian Vegetable brand
• Create and manage online content to
educate consumers about Tasmanian
Vegetable Brand : You Tube, Facebook.
• Seek out trends and meet the consumer
online
• Use chef effect to advantage through in
store interaction with consumers – Recipe
demonstrations, cross promotion and
serving suggestions High Tech = High Touch –
Give consumers a taste and feel for
Tasmanian Vegetable brand through
sampling and interacting in store
• In market launches bring Tasmanian
Vegetables to the trade – Bring Tassie
and its growers to Sydney
• Use in market displays to create an
interactive voice at point of
purchase
TRADE CONSUMER
Social media integration
Just a bunch of carrot farmers
Social media integration
Packaging
Website
Phone application
“The worlds first
carrot crunch
powered video
game”
YouTube channel
“Snacktacular TV”
Facebook Page
Twitter Account
“Eat em like you’re
a kid in a carrot
store”
Music downloads
Just a bunch of carrot farmers platforms:
Questions
doc_310561991.pdf