us beef re-entry marketing strategy asia pacific region
TRANSCRIPT
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US Beef Re-entryMarketing Strategy
Asia Pacific Region
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Asia Pacific: Post-BSE Market Re-opening Assumptions
• Quick return of consumer confidence and purchasing once product is "placed“, esp. at foodservice;
• Quick take-up of traditional U.S. slicing and Yakiniku items including short ribs, chuck ribs and short plates;
• Quick recapture of most pre-BSE U.S. chilled beef retail market share from Australia;
• Possible short term supply-demand imbalance induced by initial wave of buying, esp. of commodity items;
• Longer-term: stronger U.S. competitive position based on continued high product quality and enhanced safety, barring additional multiple BSE cases.
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US Beef Re-entryMarketing Strategy
Japan
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Current Market Environment
Fact and our belief !!
US Beef is the safest in the world !!But…..
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Key to Market re-entry
Then how???Pushing the Japanese to buy
US beef?
No contradiction but work along with their thinking
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To Win Japanese Support
Double “H” Approach
Harmonious and Humble Approach
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Market Re-entry Project
1. Win the confidence of Japanese consumers by sincerely appealing to their emotion, housewives at the age of 20-40 years old
2. Then re-educate with the facts3. Obtain the full support from the past
users of US beef4. Changes in actions along with the
market phase of the resumption
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Theme for Re-entry Project
Thank you all! American Beef Again!
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KOREA: Market Re-opening Tactics
Pre-opening
• New U.S. beef image development
• Continued retail promotion
• PR campaign to re-introduce U.S. beef
Opening & Post-opening
• Safety & market outlook seminar
• Seoul food show (4/05)
• HRI: chef consulting, chef team, menu promotions
• Retail: heavy promotion, retail display team, supportive coop. adverts.
• Consumer: Anshim campaign, Seoul Beef festival, media team
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TAIWAN: Market Re-opening Tactics
Promotions
Stage One: First month after beef trade resumes: Promotions will focus on top 3 sales items:
Boneless Short Rib, Finger Meat & Short Plate
Stage Two: Second to third month after beef resumes: Promotions will focus on high-end cuts:
Ribeye, Tenderloin & striploin
Activities
1. Replacement Adverts.: High-end Restaurants Air-lift High Quality U.S. Beef to Content Beef-eaters
2. High Quality U.S. Beef Retail Showcases3. Bus Panel Adverts.: Joint Promotions Advertisement with Retailers
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CHINA/ HONG KONG:Market Re-opening Tactics
• Trade reception
• Press conference & associated public relations
• Retail promotions & new POS roll-out
• Foodservice promotions with major partners
• Trade teams
• Assumption: no resistance in consumer uptake of “new” U.S. Beef
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Questions
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Current Market Environment
63% vs. 36%
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Do You Agree Resumption of US Beef Imports?
(Tel Survey by Asahi Newspaper, 10/23,24. N=1832)
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Do You Eat US Beef Then?(Tel Survey by Asahi Newspaper, 10/23,24. N=1832)
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Influence Correlation
Direction of Influence
Source: MEF
LDP/ DPJ
ACADEMIA
J P TRADE
FSC
FOOD/ ENV J OURNALISTS
CONSUMERS/ SILENT MAJ ORITY
MEDIACONS ORGS
GOJ
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Current Market Environment
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Current Market Environment
Many Japanese consumers tend to regard the resumed import of American beef in a “political”
framework. It is also true that their antipathy to U.S. makes many consumers oppose the resumption of the
import of American beef.
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Current Market Environment
Myth about the 100% testing as the Golden Standard for Safety
Political struggle over the 100% testing issue (LDP vs. GOJ)
Double Standards !!!
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Social Environment
On the other hand…Japanese perception to the US?
Going negative !•Iraq Issue•Unscientific/emotional debate Then, Power politics ?
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Re-entry Project: Time Frame
Divide the entire campaign period into three phases:
1) Pre-resumption phase
2) Resumption of imports
3) Promotion and communication programs to boost demand
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Re-entry ProjectPre-resumption Phase
Concentrate on the relation maintenance and build-up
•Trade Servicing and information gathering with the Trade•News Letters/Web to update the efforts of the US for the resumption•Experts to the US for endorsement•Selected trade to the US
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Re-entry ProjectTrade Resumption Phase
Commemorative events to announce the resumption and our stance—Link with targeted trade/TV/ads
•Trade/Consumer BSE and safety seminars•Promotion with key promoters first•Development and distribution of the campaign tools •Development of educational materials to support the educational activities•Trade journalist team to the US•General media team to the US? (Political situation?)
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Re-entry ProjectTrade Expansion Phase
•Full Scale implementation of tie-up events/sales promotions with ads/publicity/PR•TV/Mags/NPs will support the actions with facts on US beef•Increase the frequency of consumer contacts
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Basic Concept for Communication
Pre/Trade resumption phase(Adopt a completely sincere manner to communicate
efforts to ensure safety to get an opportunity to restore confidence among consumers)
Trade Expansion phase(Make all-out efforts to restore confidence based on food safety to
establish a base on which to rebuild the brand)
Perception to acquire
■The U.S. does not seem to be trying to pry the market open
■I’ll listen to them anyway.
●They seem to work more seriously than expected.●People around me begin to accept American beef, which is loved by everyone.●I like American beef and can feel it closer to me than before.
Commitment to continued
efforts to ensure safety
Efforts to provide peace of mind
Efforts to enhance quality in addition to peace of mind
Removal of concerns
Recovery of
confidence + new
attraction creation
Endorsement of food safety
Provide scientific evidence to substantiate endorsement
SP activities
Provide information suitable for POP tools Provide information and mechanism to motivate targets to buy
Jan Feb Mar Apr Mar Jun Jul Aug Sep
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Media Formation
Pre/Trade resumption phase(Adopt a completely sincere manner to communicate efforts to
ensure safety to get an opportunity to restore confidence among consumers)
Trade Expansion phase(Make all-out efforts to restore confidence based on food safety to establish a base on
which to rebuild the brand)
Commitment to
continued efforts to ensure safety
Efforts to provide peace of mind
Efforts to enhance quality in addition to peace of mind
Removal of concerns
Recovery of
confidence + new
attraction creation
Endorsement of food safety
Provide scientific evidence to substantiate endorsement
SP activities
Provide information suitable for POP tools Provide information and mechanism to motivate targets to buy
Jan Feb Mar Apr Mar Jun Jul Aug Sep
Newspaper ads
TV ad Magazine ads
Leaflet POP tools & leaflets
Magazine ads
PRPR
Newspaper ads
Newspaper ads Newspaper
ads
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Conducting Tracking Surveys for Verification and Adjustment of the Strategy
Tracking survey
Import resumption phase(Adopt a completely sincere manner to communicate efforts to ensure safety to get an opportunity to restore confidence among consumers)
Demand promotion phase(Make all-out efforts to restore confidence based on food safety to establish a base on
which to rebuild the brand)
Commitment to continued
efforts to ensure safety
Efforts to provide peace of mind Efforts to enhance quality in
addition to peace of mind
Removal of concerns
Recovery of confidence +
new attraction creation
Endorsement of food safetyProvide scientific evidence to
substantiate endorsement
SP activitiesProvide information suitable for
POP tools Provide information and mechanism to motivate targets to buy
Jan Feb Mar Apr Mar Jun Jul Aug Sep
Newspaper ads TV ad Magazine
ads
Leaflet POP tools & leaflets
Magazine ads
PRPR
Newspaper ad
Newspaper ad
Newspaper ad
Tracking survey
Confirm when to switch one phase to the other
Feedback to the strategy
Tracking survey
Consider additional programs
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US$ 5 Mil. Budget Plan
(Exchange rate at \110 per US$)
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(Exchange rate at \110 per US$)
US$ 10 Mil. Budget Plan
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?? Questions ??
XXXXXXXX– Japan
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Current Market Environment