M.REP.2151 - MENA Retail Promotions
| Project start date: | 01 July 2020 |
| Project end date: | 30 June 2025 |
| Publication date: | 23 January 2024 |
| Project status: | In progress |
| Livestock species: | Grain-fed Cattle, Grass-fed Cattle, Sheep, Goat, Lamb |
| Relevant regions: | International |
Summary
Due to COVID, demand for meat through retail, particularly online, has lifted, as more consumers are forced to eat more meals at home. Additionally, shelf life restrictions have recently eased for chilled meat products across MENA markets. MLA built on this momentum by partnering with key retailers across the MENA market to build and grow consumer preference for Australian beef and lamb. MLA also collaborated with retail partners to promote Australia's positive points of difference and building consumer loyalty through promotional activities through seasonal events, sampling campaigns and retail promotions.
Objectives
This project covers the reporting period of 2020 – 2025 and addresses the following International Markets priorities for the MENA 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 5: Cultivate commercial investment to grow overall sales and marketing presence for Australian product.
Priority 6: Deliver trusted and high quality insights (up and down the supply chain).
More information
| Project manager: | Sam Gill |
| Contact email: | reports@mla.com.au |
