S.REP.2151 - Retail Promotion SEA summary

Summary

SEA is an emerging market with 6 countries identified as priorities through the SEA attractive cities studies, with an expectation of around 15% growth in import volume in the next 5 years. Integrated retail promotion activities were regularly conducted in-market to grow awareness of and drive preference for Australian beef & lamb. Key retail accounts were supported with product knowledge information, point of sale material and merchandising, increasing physical availability, and prominence in retail shelves through TABL logo. Complementary activities included True Aussie Academy workshops and butchery sessions every six months to increase key accounts’ knowledge and confidence of Australian red meat. Retail promotion programs generally led to 15-30% increase in sales during campaign period.

Objectives

MLA to conduct retail promotions and marketing activities in collaboration with key retail accounts in each of the six SEA markets.

The aim is to attract customers into retail by elevating retailers' merchandising standards, strengthen POS utilisation and communications, and encourage trials and repeat purchases.

Example of activities include:

- POSM development
- shelf space management - display and merchandising competitions
- PREMIUM SPACE concept
- targeted sampling and cooking demonstrations (in-store or virtual), co-marketing with selected retailers and e-commerce platforms.

Key findings

Retail promotion programs in SEA have generally led to 15-30% increase in sales during campaign period.

Benefits to industry

Benefits to the red meat industry include:

- Building of brand equity for Australian red meat amongst targeted consumers.
- Increasing the physical availability of Australian red meat products on a global scale.

MLA action

Continuation of retail promotions in priority SEA markets.

Future research

Continuation of retail promotions in priority SEA markets.