PROGRAM WHAT WE SAID WE’D DO WHY WE DID IT WHAT DID WE ACHIEVE? International Marketing Increase the perceived value that buyers attach to the Australian industry and products in general by building the key non-price elements of competition Maximise Australia’s position in high value niches in key export markets Enhance industry performance and profitability through better company access to high margin markets, reduced costs of doing business and improved marketing flexibility Contribute to trade policy objectives and maintain the continued right for Australia to trade in high value markets of its choice Secure greater security of returns as a result of ongoing, active buyer preference for Australian dairy in key markets International marketing contributes to the total perceived value of Australian dairy product – value is based on price and non-price factors, including perceived quality, reliability, service, relationships, support, communication and information Identified the value of non-price factors and clarification of the perceived benefit of Dairy Australia marketing to target markets Completed marketing audit of international marketing Developed strategy demonstrating the role and effect (including metrics) of Dairy Australia’s international marketing. Examples of metrics are: • Value to and alignment with key exporters • Participation of exporters • Value to and effect on customers • Enquires from exporters and customers • Usage of communication material Developed country marketing profiles for key and potential marketing for Dairy Australia’s international marketing for China and Japan Successful delivery of: • Two scholarships and alumni seminars and newsletters • 11 seminars in China, Japan, Korea, Vietnam and Thailand • Austrade workshop • Kangaroo Kai restructure, seminar, reception and establishment of an advisory council • Cheese Festa • Four issues of international edition of The Dairy Australian publication • Cheese and dairy posters for exporters and international customers PROGRAM WHAT WE SAID WE’D DO WHY WE DID IT WHAT DID WE ACHIEVE? Information Collection and Analysis Support effective business planning, opportunity identification and decisionmaking within the Australian dairy industry by providing local stakeholders with credible and timely intelligence on the current industry and market environment Position dairy, socially and economically in Australian policy and financial sectors leading to improved security of access to necessary resources and investment Create better understanding of market challenges, the implications for industry and for how Dairy Australia can better align its activities to industry needs Maintained production of key industry reports: In Focus, International Dairy Statistics, Spot Price Report, Milk Production & Sales Report, Fortnightly Update and Dairy Weekly Maintained agreed information processing and reporting schedules for industry stakeholders (with major reports delivered to industry within six weeks of raw data collection) Market Overviews provided for publications in the Dairy Australian and The Australian DairyFarmer magazine Implemented a wide range of database and data reporting system improvements including: • Successful automatic notification system for key report updates • Development of milk production by post code data base to better track regional production trends • Addition of five countries to international data base • Production/dissemination of detailed Drought Production Monitor report Co-ordinated a fodders summit to address drought-related feeds shortage (led to formulation of the phase 2 of the national drought response) Funded and co-ordinated the ABARE report on farm financial performance to identify the impact of the drought Secured the approval of the Bureau of Resource Sciences for the inclusion and presentation of key dairy farm survey data in the National Agriculture Monitoring system Provided a technical, policy and market assessment of NRM practice to support the ADIC sub-committee’s development of an agreed industry position on NRM Maintained a highly regarded industry help desk service (answering more than 100 queries per month) Quarterly user survey showed high levels of satisfaction over the year: • Average 7.6 out of 10 for publications • Average 8.7 out of 10 for team’s help desk and enquiry service delivery
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