National Food Brand - May 2014 Update
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National Food Brand - May 2014 Update

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The National Food Brand initiative was launched in 2013 by the Department of Agriculture. Austrade was appointed to deliver a 2-year project that would develop a national food brand for Australia.

The National Food Brand initiative was launched in 2013 by the Department of Agriculture. Austrade was appointed to deliver a 2-year project that would develop a national food brand for Australia.

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National Food Brand - May 2014 Update National Food Brand - May 2014 Update Presentation Transcript

  • NATIONALFOODBRAND INTERNATIONALRESEARCH RESULTS MAY2014
  • TODAY’S AGENDA 1 Background and research design Context – recap of previous research2 Key findings3 Growth opportunities4 2 How do we operationalise it?5 Summary6
  • 1 BACKGROUND
  • Identify and summarise relevant completed or ongoing research by: • industry • industry associations • RDCs • Department of Agriculture • States and Territories 4 1. DESKTOP RESEARCH 2. AUSTRALIAN STAKEHOLDERS 3. INTERNATIONAL QUALITATIVE 4. INTERNATIONAL QUANTITATIVE Interviews with Australian industry and government stakeholders Interviews with trade influencers e.g buyers, wholesalers, importers, hospitality decision makers, bloggers Online research with consumers NATIONAL FOOD BRAND RESEARCH PROGRAM
  • THIS PHASE 5 INTERNATIONAL MARKET TRADE INTERVIEWS (FACE TO FACE) N = 24 INTERNATIONAL MARKET CONSUMER SURVEYS (ONLINE) N = 6000 CHINA INDONESIA INDIA JAPAN UAE USA
  • 2 CONTEXT: RECAP OF PREVIOUS RESEARCH
  • GLOBAL BRAND AND MARKETING TRENDS IN FOOD IN 2013 7 PROVENANCE FOOD MADE FROM SCRATCH SUSTAINABILITY FOODAND EXPERIENCE ARTISANALFOODS IN-HOUSEAND HOMEMADE HEALTHAND WELLNESS PREMIUMALCOHOLIC DRINKS
  • Broad support for the concept of a national food brand Australia‟s people and natural assets are seen as a strong platform Overlap between „safe‟, „clean‟ and „green‟ -- „sustainable‟ and „green‟ mean different things to different people Core attributes are important but not very differentiating • Diversity • Innovation? -- Innovation may be a stretch given current national perceptions 8 AUSTRALIAN STAKEHOLDER CONSULTATIONS
  • 3 KEY FINDINGS
  • FOOD INFLUENCERS’ KEY TRENDS ARE DRIVEN STRONGLY BY MARKET MATURITY: UNDERLYING THEMES ARE OFTEN SIMILAR BUT EXPRESSION IS DIFFERENT 10 Market maturity Emerging Mature Eat healthy Organic Sustainable Provenance as safety Value Eating out New cuisines Variety Convenience Quality measured as look and taste Quality measured as ingredients/processes Provenance as authenticity and discernment
  • THE FRAMEWORK FOR CONSIDERATION Symbolism Language of emotion, communicating with the intuitive brain. Know-how Credentials and expertise, gives a brand right to play in the category. Differentiation Recognisable and defendable difference that‟s relevant to consumer needs. Alignment Consistent message and emotion across all brand touch points. Momentum Brand vitality, continual evolution and innovation to keep consumers engaged. Emotion Brand meaning and purpose, beyond the tangible. Nexus Emotive linkage, connecting every layer of the brand‟s image. Unity Cohesive brand architecture uniting the brand family. 11
  • KEY FINDINGS: OVERVIEW The research has highlighted significant growth opportunities in terms of both markets and categories We are well regarded but not well differentiated Significant benefits of speaking with one voice The only credible and consistent positioning that works is to use what people already know about Australia 12
  • AUSTRALIA LACKS DIFFERENTIATION IN THE FOOD LANDSCAPE – BUT SO DO MOST NATIONS. ONLY FRANCE, GERMANY AND JAPAN REALLY STAND OUT 13
  • POTENTIALPOINTSOFDIFFERENTIATIONARE DIFFERENTINEACH MARKET WEARE NEITHER DIFFERENTIATED NORALIGNED 14
  • ALTHOUGH AUSTRALIA IS WELLASSOCIATED WITH THE CORE VALUES, OTHERS ARE AS STRONG OR STRONGER 15 New Zealand Canada South Africa USA France Italy Spain Australia China India Indonesia Japan It has the right climate to grow a range of great food This country produces food in a clean or unpolluted environment Farmers and food producers in this country use research and innovation to improve quality It produces food that looks good It produces food that tastes good The processes used to produce food from this place make it safe to eat I can trust food from this country to be free of contaminants or harmful ingredients If I see products that include ingredients from this place I am more likely to buy them Produces food in an environmentally responsible way Food from this country contains only natural ingredients Food from this country contains only the highest quality ingredients Food from this country is good value for money Know-how
  • AUSTRALIA LACKS DIFFERENTIATION IN THE FOOD LANDSCAPE – BUT SO DO MOST NATIONS. ONLY FRANCE, GERMANY AND JAPAN REALLY STAND OUT 16
  • 45 39 33 28 20 15 14 12 12 11 40 40 29 24 18 15 14 14 11 9 HOW WELLARE WE ASSOCIATED WITH THE CATEGORIES? AUSTRALIAISTHE LEADER FOR BOTH BEEFAND LAMBANDALSO STRONG FOR OTHER MEATS. INFLUENCER COMMENTS INDICATE THATTHIS ISAMEASURE OF BOTH QUALITYAND CONSISTENT COMMUNICATION USA Australia Japan New Zealand Indonesia China Canada India Brazil France/Argentina OVERALL Australia New Zealand India USA China Japan Canada France UAE Brazil/Indonesia USA Australia Japan India New Zealand China Canada France Indonesia Brazil Base: Beef (n=1184), Lamb & mutton (n=888), Other meats (n=1067) CM3d Using the scale shown [0 to 10], when you take into account everything you look for in <category>, how do you rate the <category> from each country below? [Top 4 box = ratings 7 out of 10 or above] BEEF LAMB & MUTTON OTHER MEATS COUNTRIES RATING - TOP 4 BOX Know-how “MLA is strong here and we hear a lot from them. So that is all most people know. At things like the Gulfood Festival I am always pleading that we see a broader range” UAE stakeholder) 38 31 28 22 21 21 15 12 12 11 TOWARDS A NATIONAL FOOD BRAND | 17 17
  • 40 40 36 32 31 27 21 19 18 16 35 32 30 26 19 15 15 13 11 11 43 32 32 27 23 21 19 19 17 14 18 HOW WELLARE WE ASSOCIATED WITH THE CATEGORIES? AUSTRALIA IS STRONG FOR DAIRY – BUT OUTPERFORMED BY USA, NEW ZEALAND AND EUROPE USA New Zealand Australia Japan India Canada Indonesia Scandinavia France UAE MILK CHEESE OVERALL USA France Italy New Zealand Australia Scandinavia Japan Canada India Spain OTHER DAIRY PRODUCTS USA New Zealand Australia Japan France India Canada Italy Scandinavia Indonesia Base: Milk (n=1530), Cheese (n=1322), Other dairy products (n=1337) CM3d Using the scale shown [0 to 10], when you take into account everything you look for in <category>, how do you rate the <category> from each country below? [Top 4 box = ratings 7 out of 10 or above] COUNTRIES RATING - TOP 4 BOX Know-how
  • 42 36 24 23 20 18 17 16 13 13 50 36 22 20 20 19 19 18 17 14 AUSTRALIA IS HIGHLY REGARDED FOR BOTH SNACKS AND BABY FOOD BUTTHE USAAND JAPAN/NEW ZEALAND OUTPERFORM IT. INNOVATION IS IMPORTANT TOTHESE CATEGORIES – REINFORCING THE NEED TO MAINTAIN CREDENTIALS 19 USA Japan Australia China India France Indonesia Canada Italy New Zealand OVERALL USA Japan India China Italy Indonesia France Australia Canada Thailand USA New Zealand Australia Japan Indonesia India France Canada China Germany Base: Snacks (n=1305), Preserve (n=1207), Baby food (n=765) CM3d Using the scale shown [0 to 10], when you take into account everything you look for in <category>, how do you rate the <category> from each country below? [Top 4 box = ratings 7 out of 10 or above] PRESERVE, SAUCE & CONDIMENTSNACKS BABY FOOD Know-how COUNTRIES RATING - TOP 4 BOX “Japan does snacks so well” (US stakeholder) 48 37 35 28 25 20 19 18 16 14
  • 4 GROWTH OPPORTUNITIES
  • Milk 58 52 60 55 55 49 Cheese 62 46 56 34 53 39 Other Dairy Products 42 48 57 37 51 42 Wine 64 67 63 34 45 38 Beer & Spirits 45 44 57 36 50 33 Soft Beverages 32 42 57 32 44 30 Fruits & Nuts 35 35 51 34 43 37 Vegetables 31 41 52 54 46 42 Seafood 44 46 63 45 50 51 Beef 47 59 63 47 66 55 Lamb & Mutton 47 59 56 36 74 57 Other Meats 33 52 62 46 68 54 Wheat Products 37 36 51 28 41 28 Grains & Pulses 41 40 51 39 41 27 Edible Oils 50 42 58 35 49 37 Snacks 35 46 57 31 49 29 Preserves 35 46 61 33 50 28 Baby Foods 78 64 77 68 57 64 21 OVERALLOVERALL CategoryImportanceSummary INDONESIA JAPAN UAEINDIACHINA USA Engaged with the category
  • BABY FOOD, WINE, CHEESE AND MILK ARE ALL AREAS TO DRIVE APREMIUM IN CHINA 22 CHINA OPPORTUNITIES – level of importance of provenance 1 0 0 1 3 1 2 2 1 0 2 1 2 1 2 2 2 31 5 4 9 14 18 13 12 17 13 22 21 18 18 20 27 25 29 15 26 30 29 26 27 33 32 34 40 27 27 35 38 31 25 34 26 4 4 3 3 7 8 5 9 4 4 8 14 10 8 12 13 7 12 67 54 60 52 42 41 39 37 35 38 34 32 32 32 27 23 27 22 10 10 2 6 8 6 7 8 9 4 7 5 4 3 8 10 5 9 Exclusive Divided Involved Routine Divided Uninvolved Indifferent Frustrated High Medium Low TOWARDS A NATIONAL FOOD BRAND |
  • BABY FOOD, WINE AND SEAFOOD ARE IMPORTANT INDIANS ARE TYPICALLY MORE ENGAGED ACROSS CATEGORIES INDIA 2 2 2 1 3 3 5 3 3 1 3 2 3 2 6 5 3 3 6 8 11 19 14 9 13 12 12 10 12 11 11 16 19 14 17 1712 22 14 10 10 18 10 14 19 26 21 21 16 12 10 20 15 15 3 6 10 8 10 9 12 12 9 5 8 9 14 14 13 9 14 15 61 55 37 43 39 44 31 35 40 50 34 38 40 34 24 32 32 24 16 8 25 20 23 18 29 23 18 7 23 19 16 22 28 20 20 27 Exclusive Divided Involved Routine Divided Uninvolved Indifferent Frustrated High Medium Low OPPORTUNITIES – level of importance of provenance TOWARDS A NATIONAL FOOD BRAND | 23
  • 24 MEAT AND BABY FOOD ARE THE CRITICAL AREAS IN THE US, ALTHOUGH SEAFOOD AND MILK ARE CLOSE USA 0 7 3 6 4 3 2 3 4 0 2 3 1 1 4 3 2 4 16 10 20 15 17 20 25 22 21 21 26 25 28 29 30 31 33 326 18 8 8 14 7 14 15 25 35 23 18 21 14 16 23 20 17 14 9 13 17 14 20 16 17 12 5 12 17 18 26 21 15 17 19 15 40 17 17 24 14 14 18 24 31 26 18 20 12 11 10 16 15 49 17 39 37 26 36 28 25 14 7 11 19 12 18 18 18 12 13 Exclusive Divided Involved Routine Divided Uninvolved Indifferent Frustrated High Medium Low OPPORTUNITIES – level of importance of provenance TOWARDS A NATIONAL FOOD BRAND |
  • Milk 19.2 12.6 7.9 2.6 5.3 1.5 Cheese 14.5 12.5 7 3.2 6 1.1 Other Dairy Products 14.4 12.7 6.5 3.7 4.3 1.2 Wine 8.2 7.8 7.3 3.6 8.6 5.3 Beer & Spirits 4.2 6.9 9.8 1 6.4 4.5 Soft Beverages 6.6 8.1 6 2.2 3 1.5 Fruits & Nuts 7.6 7.3 5.9 4 4.7 1.9 Vegetables 7.1 4.4 4.2 1.8 4.6 1.3 Seafood 12.7 4 5.2 1.5 2.9 2.3 Beef 12.4 23.9 8.9 15.5 16.4 1.7 Lamb & Mutton 20 17.8 5.7 18.6 14.3 11 Other Meats 10 16.5 5.3 5.5 14 1.9 Wheat Products 5.4 6.1 3.7 5 2.2 0.7 Grains & Pulses 7.6 4.8 4.4 3.4 3.2 1.1 Edible Oils 6.5 4.6 2.6 1.1 2 0.7 Snacks 9.4 4.3 5.2 1.1 4.1 1.4 Preserves 5.4 2.5 4.5 1.2 3.3 0.9 Baby Foods 17.2 6.7 5.7 0 5.3 2 25 OVERALLOVERALL SHAREOFCONSUMERSENTIMENT 19.2 12.6 7.9 2.6 5.3 1.5 14.5 12.5 7 3.2 6 1.1 14.4 12.7 6.5 3.7 4.3 1.2 8.2 7.8 7.3 3.6 8.6 5.3 4.2 6.9 9.8 1 6.4 4.5 6.6 8.1 6 2.2 3 1.5 7.6 7.3 5.9 4 4.7 1.9 7.1 4.4 4.2 1.8 4.6 1.3 12.7 4 5.2 1.5 2.9 2.3 12.4 23.9 8.9 15.5 16.4 1.7 20 17.8 5.7 18.6 14.3 11 10 16.5 5.3 5.5 14 1.9 5.4 6.1 3.7 5 2.2 0.7 7.6 4.8 4.4 3.4 3.2 1.1 6.5 4.6 2.6 1.1 2 0.7 9.4 4.3 5.2 1.1 4.1 1.4 5.4 2.5 4.5 1.2 3.3 0.9 17.2 6.7 5.7 0 5.3 2 INDONESIA JAPAN UAEINDIACHINA USA
  • BUT WHICH WAY DO WE GO? 26
  • PERCEPTIONS OF FOOD PROVENANCE ARE OFTEN DRIVEN BY BROADER FACTORS – LIKE CULTURE, GEOGRAPHY AND ‘SOFT POWER’ Our hero brands and industries: Mining Cochlear Penfolds Ugg Vegemite Hugh Jackman 27 THEAUSTRALIAN TOURISM INDUSTRY HAS SUCCESSFULLY IMPLEMENTED THISAPPROACH WITHAUNIFIEDAUSTRALIAN BRAND POSITION OUR PEOPLE
  • IN THIS BROADER PERSPECTIVE, AUSTRALIA IS WELL DIFFERENTIATED. ANY POSITIONING THAT IGNORES THIS WILL STRUGGLE TO GAIN TRACTION – EVEN WITH SIGNIFICANT RESOURCING. 28 Source: TNS: Building Brand Australia Research TOWARDS A NATIONAL FOOD BRAND | 28
  • AUSTRALIA ON THE WORLD STAGE 29 Our strongest attributes in G8 countries Source: Reputation Institute: Country RepTrak 2013 NEED TO SHIFT PERCEPTIONS OFAUSTRALIA IN THISAREABEFORE IT COULD BEA DEFININGATTRIBUTE OFANATIONAL FOOD BRAND PHYSICAL BEAUTY LIFESTYLE ENJOYABLE FRIENDLYAND WELCOMING PHYSICAL BEAUTY LIFESTYLE ENJOYABLE EDUCATION DESTINATION In non-G8 countries TECHNOLOGY BRANDAND INNOVATION In both G8 and non-G8 countries, we lag behind on
  • 5 HOW DO WE OPERATIONALISE THIS?
  • ATTRIBUTES OF AUSTRALIAN FOOD PRODUCTS Although we know that the core values are not in themselves differentiating – we do know that they are credible. By retaining them we show „know-how‟ 31 ATTRIBUTED AUSTRALIA MALAYSIA US CHINA FRANCE BRAZIL CANADA GOOD VALUE 32% 21% 30% 31% 20% 24% 24% HIGH QUALITY 37% 14% 41% 12% 42% 18% 34% EXPENSIVE 21% 10% 39% 8% 41% 18% 24% SAFE 39% 17% 34% 13% 31% 19% 36% SUSTAINABLE 31% 15% 19% 13% 20% 21% 25% GOOD TASTE 27% 18% 28% 20% 30% 27% 24% HEALTHY 30% 13% 21% 12% 30% 18% 26% NONE OF THESE 2% 15% 4% 25% 3% 9% 4% DON’T KNOW 13% 25% 8% 12% 12% 18% 15% Reputation Institute Report, N=7,409 Q5004. Which of the following attributes do you associate with food products from each of the following seven countries?
  • 32 WE CAN MAKE THESE CORE ‘KNOW-HOW’ATTRIBUTES DIFFERENTIATING INAN AUSTRALIAN VOICE – AUSTRALIAN LANGUAGE, AUSTRALIAN IMAGERY, AUSTRALIAN TONE OF VOICE, BRANDMARK QUALITIES INVIGORATING BRIGHT JOYFUL VITAL HEALTHY GREEN FRESH BRIGHT VIBRANT ENERGETIC HAPPY CLEAN YOUARE ENDOWED WITH ENERGY TO COPE WITH THE DAILY DEMANDS OF LIFE SOMETHING YOU DON‟T NEED TO WORRYABOUT
  • 33 WE CAN MAKE THESE CORE ‘KNOW-HOW’ATTRIBUTES DIFFERENTIATING IN AN AUSTRALIAN VOICE – AUSTRALIAN LANGUAGE, AUSTRALIAN IMAGERY, AUSTRALIAN TONE OF VOICE, BRANDMARK QUALITIES RESOURCEFUL ENJOYABLE EXCITING EASYTO USE DESIGN BEAUTIFUL DESIGN INNOVATIVE FAIR PRICE TREAT PEOPLE WITHRESPECT NO HIDDEN PROBLEMS VALUE FOR MONEY DESIGN THAT MAKES MY LIFE BETTER; FOOD THAT FITS WITH MY LIFESTYLE DON‟T HAVE TO WORRY; GOT WHAT YOU PAID FOR/NOT RIPPED OFF TRANSPARENT DYNAMIC
  • 34 WE CAN MAKE THESE CORE ‘KNOW-HOW’ATTRIBUTES DIFFERENTIATING IN AN AUSTRALIAN VOICE – AUSTRALIAN LANGUAGE, AUSTRALIAN IMAGERY, AUSTRALIAN TONE OF VOICE, BRANDMARK QUALITIES BEAUTIFUL FILLSYOU WITH ENERGY SPLENDID REVITALISES YOU FULLOF FLAVOUR HIGH QUALITY UNTOUCHED UNSULLIED NATURAL SUSTAINABLE NO UNNECESSARY PROCESS OR NASTY ADDITIVES, UNEXPECTED, OR SURPRISING ALLDONE FOR YOU SO YOU DON‟T HAVE TO THINKABOUT IT,AGOOD CITIZENAND PARTNER, IN IT FOR THE LONG HAUL DOTHE RIGHT THING PRISTINE NURTURING COLOURFUL
  • WE CAN MAKE THESE CORE ‘KNOW-HOW’ATTRIBUTES DIFFERENTIATING IN AN AUSTRALIAN VOICE – AUSTRALIAN LANGUAGE, AUSTRALIAN IMAGERY, AUSTRALIAN TONE OF VOICE, BRANDMARK QUALITIES BEAUTIFUL UNCOMPROMISING QUALITY INCLUSIVE AVAILABLEALL YEAR ROUND DIVERSE STRONG IN MANY CATEGORIES SO AVAILABLE WHEN NEEDED COUNTER- SEASONAL COLOURFUL TOWARDS A NATIONAL FOOD BRAND | 35 MULTICULTURAL 35
  • THE ELEMENTS OF THE BRAND TO EXPRESS VARY BY CATEGORY. HERE ARE SOME HYPOTHETICAL EXPRESSIONS BY CATEGORY 36 Functional: great ingredient, versatile, healthy, good processes Personality: Honest, vital, full of energy, nurturing Expressive: shows you care, full of energy Gratification: Healthy, vital, full of energy Images: the sun, wide open vistas which invite you in, bright blue skies, vivid colours Functional: Easy to use, safe, effective, helps with learning and development, makes children energetic/vital, convenient packaging Personality: Full of energy and vitality, healthy, growing Expressive: Nurturing but in a smart way Gratification: laying a good foundation, enjoying time with our kids whilst doing so Images: enjoying life, energetic children, making life simple WHEAT PRODUCTS AND OTHER GRAIN BABY FOOD 36
  • THE ELEMENTS OF THE BRAND TO EXPRESS VARY BY CATEGORY. HERE ARE SOME HYPOTHETICAL EXPRESSIONS BY CATEGORY 37 Functional: fresh, quality ingredients, natural, healthy, full of flavour, a feast for the senses, makes you feel alive Personality: Full of energy & vitality, healthy, nurturing Expressive: knowledge that can be shared, someone who loves the good things in life Gratification: enjoyment, enrichment, alive, vital Images: share plates, happy animals in beautiful pristine locations, wide vistas, warmth, sunshine Functional: Full of flavour, clean, fresh, surprising and exciting combinations, innovative or beautiful packaging, zesty, few or no additives Personality: warm, engaging, vital, inclusive Expressive: enjoys trying new things Gratification: enjoyment, full of energy Images: sunshine, natural spaces, simple processes, people enjoying life CHEESE PRESERVES, SAUCES & CONDIMENTS TOWARDS A NATIONAL FOOD BRAND | 37
  • SUMMARY
  • Whilst we are well regarded, we are not differentiated Not many people are - so by doing this now, we can gain a competitive advantage The only positioning we can consistently claim is the broader Australian personality – any other positioning favours some categories over others The core values we are proposing give us know how – so they need to be part of the brand If we express them well we can begin to deliver differentiation 39 IN SUMMARY
  • We do need to add values to this – the best aligned with our positioning are about the outcomes we deliver to people – how we make their lives simpler, more enjoyable and more reassured The wording we use needs to work across categories. The headline words we use should reflect this We can then nuance this by category within the guard rails of the broader brand 40 IN SUMMARY
  • QUESTIONS
  • WHAT NOW? 2014 Budget decisions: National Food Brand funding will not continue after June 30 42
  • WHAT WAS NEXT? Development and in-market testing of brand assets Launch and rollout of brand positioning and assets Continuing research: ongoing tracking of Australia‟s food brand position and the evidence base for our credentials 43 THE PHASES FOLLOWING THIS STAGE
  • WHAT WILL AUSTRADE BE DOING? Austrade will continue to assist States and Territories, at the request of State and Territory Ministers for Trade and Investment, to coordinate a „Team Australia‟ approach to food export promotion Austrade will also work with the Department of Agriculture to incorporate the information into the development of the Agricultural Competitiveness White Paper, due at end 2014 44
  • THANK YOU