D.KIA.2022 - Domestic Brand Equity Tracking 2022
| Project start date: | 31 July 2022 |
| Project end date: | 31 July 2023 |
| Publication date: | 17 January 2024 |
| Project status: | Completed |
| Livestock species: | Grain-fed Cattle, Grass-fed Cattle, Lamb |
| Relevant regions: | National |
Summary
The way Australians purchase and consume proteins continuously evolves. A number of emerging trends such as health, softening protein volume sales, food product / service channels, sustainability, provenance and animal welfare combined with competitive pressures from other proteins creates a complex, dynamic landscape. These factors influence MLA’s marketing of Australian Beef and Lamb and the ability to justify price.
Objectives
This is an ongoing consumer tracker via a continuous online survey, which tracks the following:
• Tracks the brand health and equity of Beef and Lamb vs. other proteins
• Reviews consumer reaction to MLA marketing campaigns
• Track key domestic KPIs in line with the MLA Annual Investment Plan (AIP)
Future research
|
For more information Contact Project Manager: Andrew Price |
