P.PSH.1215-Developing Australian Country Choice’s capability to implement a marketing strategy using data and insights
Did you know this project is focused on capability building, marketing strategy and supply chain optimisation.
| Project start date: | 20 January 2020 |
| Project end date: | 19 May 2023 |
| Project status: | Completed |
| Livestock species: | Grain-fed Cattle |
| Relevant regions: | National, Queensland |
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Summary
The program is designed to support the development and implementation of ACC’s marketing strategy in both the domestic and global markets. The specific focus of the program is the utilisation of data, insights and design led innovation approaches to identifying new markets and customers to drive profitability - in particular, to drive high value beef exports.
Objectives
The major activities to be undertaken by ACC’s Marketing and Insights Supply Chain Manager include:
• Market and insights intelligence and analysis in targeted high value domestic and export markets
• Implementation of design-led approaches for customer services – value propositions that consider desirable-viable-feasible criteria
• Scanning exercises of new innovative product, packaging, technology and processes and business model designs
• Trade shows and industry events to evaluate new innovative products
• Capture, collate and analyse consumer and market trend data to provide insights to new products and packaging to meet customer demand
• Product demonstrations to new and prospective customers of new product and packaging concepts based on market and consumer trends/insights.
• Insight and data analytics capability and skill development
• Study tours of key international and domestic retail and food service markets of innovative products, processes, technologies, and packaging
• Facilitated workshops on where to play? How to win?
• Liaise with suppliers, customers, end users and consumers to identify and maximise data sharing arrangements to drive a demand driven marketing strategy
• Develop strategies to maximise digital data to drive effectiveness of company marketing strategy
Key findings
An interim marketing plan has been developed that aligns with the objectives of the business.
The co-funded role developed enhanced digital/data capabilities with full end-to-end SC coverage including:
• Connectivity across properties and feedlot operations.
• Integration of multiple IT systems or platforms (from 30+) transitioning across to Power BI.
• Full end-to-end supply chain data/digital integration for real time business decisions.
• A suite of data/digital systems developed and being used daily (screenshots of a suite of business improvement analytical dashboards being used daily – some being refreshed hourly) linked to profitability and productivity metrics.
• Animal disease and mortality dashboards built and being continually developed and used daily to create 'heat maps' of properties and handling procedures that resulted in higher incidences.
Benefits to industry
ACC is building their data and insights capability along the supply chain to inform brand and marketing decisions and ultimately create a point of difference for the business. The business will be able to make more accurate and potentially profitable decision based on this data. These systems are precursors for the implementation of a value based marketing system.
MLA action
MLA have extended the role past Phase One to complete the integration of data and insights across the business. A brand and marketing strategy based on the initial research can be developed by the business if required going forward. This report will be published as per MLA guidelines.
Future research
The next steps in improving ACC’s digital capabilities are:
• Finalise data lab role contract alignment and extensions.
• Progress ACC Digital Program Strategy on a page.
• Continue and finalise workshopping the Category Growth Drivers with MLA.
• Progress MLA benchmarks, project measures, and communication requirements into co-funded role contracts.
• Progress ACC engagement with MLA Insights.
More information
| Project manager: | Garry McAlister |
| Contact email: | reports@mla.com.au |
| Primary researcher: | Australian Country Choice PTY LTD |
