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
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