Summary
Drawing from a national and international literature review and a survey of Australian marketing professionals, the study concludes that market segmentation has an important contribution to make to encourage producers to innovate in a way that is personally relevent to their circumstances and 'mind set'. Segmentation should be applied across the whole of the business. The study shows it is successful when undertaken comprehensively and can produce significant and tangible results. The drivers and barriers to uptake of innovation are likely to involve personal values, needs and succession issues and these should be considered within a segmentation. To get the benefits of segmentation, it is critical to develop a comprehensive and up-to-date database to which the segmentation can be tied. This, coupled with the use of digital marketing tools, would allow MLA to take a sophisticated approach to driving its adoption program and achieving greater uptake of innovation among livestock producers.
