J.TBD.2501 - Targeted Business Development Japan 2024/25

Summary

The retail and foodservice segments in Japan represent a significant opportunity for Australia, with some of the largest red meat customers globally in market. Changes in consumption behaviors, supply, and pricing have impacted both segments considerably. As the market improves by the day, the opportunity to grow physical availability, consumer awareness, and preference for Australian red meat centres on targeted business development activities. These targeted activities focus on connecting with the trade customer and consumer through a range of support, development and promotional activities to protect and grow Australia's favourable red meat position in market.

Objectives

Our objectives will be achieved through strategic partnerships with major retailers and foodservice customers to deliver targeted business development activities. The scope of initiatives for beef and lamb will include activities such as:
- key account management
- in-store promotions
- sampling
- POS fulfilment
- menu promotions
- trade shows
- trade promotions.

Each activity will be designed and executed with strategic partners to ensure consistency of brand message and suitability, and will be prioritised for partners supporting Aussie Beef and Lamb branding. The approach will target key offline, online and trade stakeholders. Activities may also include utilising owned social media and consumer marketing communication channels where appropriate.