S.COB.2401 - Country of Origin Branding SEA Summary

Summary

SEA is a diverse region with growing middle income and aspirant consumers that are eating more red meat. Australian red meat is well-regarded in the Southeast Asia region with global tracker studies showing that consumers consider Australian red meat as premium and consistent quality, and are willing to pay more for it.

With new competitors entering the SEA markets, to maintain the Australia premium positioning and brand awareness and to become the preferred red meat choice for consumers, there is a need to strongly promote Australian red meat attributes and points of difference and grow Australian beef and lamb brand equity in the region. Consumer-facing campaigns are conducted in the six priority markets, including 'always on' social digital campaigns focusing on ABL content pillars, which include media and PR events, and integrated retail/food service promotions with targeted trade key accounts.

Objectives

This project covers the reporting period of 2020 – 2025 and addresses
the following International Markets priorities for the South Asia region:
Priority 1: Build brand equity for Australian red meat amongst targeted
consumers.
Priority 2: Increase the ‘physical availability’ of Australian beef,
lamb and goatmeat products.
Priority 3: Develop ‘educated ambassadors’ (staff, customers, media and influencers).
Priority 4: Cultivate commercial investment to grow overall sales and
marketing presence for Australian red meat products.