Marketing engagement and development - PowerPoint Presentation

Slide1

Marketing engagement and developmentSlide2

Presentation Outline

History

– where we have been to get

here

Organisational change for FRDC and

industry

Advisory Committee and Terms

of

Reference

Listening… the

process of finding

outSlide3

History

Where

we have been to get

here?Slide4

The journey to here

The Export Prawn Promotion Act 1995 –

repealed

2001

2001–2005: DAFF managed

Aquaculture

Action Agenda invests around $1.5 million in developing a promotion plan for the aquaculture industry.2002–2005: National Food Industry Strategy (NFIS) invests in developing a promotion body for Seafood promotion (Chaired by Ron Edwards).2004–2005: the former Australian Seafood Industry Council (ASIC) established a promotion sub-committee chaired by Sydney Fish Markets.2005 FRDC tries to bring above three processes into one. FRDC funded ACIL Tasman to develop a business plan and constitution for a new organisation called Seafood Experience Australia (SEA).2004–2005 Australian Prawn Farmers establish a prawn farming R&D Levy – Completing 12 levy principles and achieving +95% support.2007 Federal Election - Labor fisheries policy states “It will support the Australian seafood industry to establish appropriate levy mechanisms to facilitate long-term industry funding for marketing and promotion”.

Some general lessons from the first decade?

The Prawn

Promotion Act

was

repealed

because of a

lack of trust

and misunderstanding by a small

number of people

…

Not everyone has the same view.

Getting everyone to agree and pay is un-likely.

Prawn Farmers did it, because they were a small well focused group, with a clear goal, and it was well managed.Slide5

The journey to here

2007

Seafood CRC established

–

strong mandate for post harvest development – including

marketing.

2007 – 2012 Seafood CRC and FRDC invest with abalone, rock lobster, prawns (wild and farmed), oysters, Atlantic salmon, mussels in market development projects including china platform, and Trade and Market Access (SSA).2010 Minister Burke writes to industry seeking “whether there should be a compulsory marketing and promotion levy for the industry as a whole, or your industry specifically” – very strong positive response from industry2010-2011 Productivity Commission inquiry into the Rural Research and Development Corporations.2011 June – Productivity Commission inquiry recommends PIERD Act changed (9.3) to include marketing function to complement existing RD&E functions.Slide6

2011 Seafood Directions – Randy Rice from Alaskan Seafood Marketing Institute describes 3rd party certification for sustainable fishing funded by marketing

levy.

2011

Seafood Directions – FRDC Chair announces FRDC’s new initiative to promote

science.

2012 March FRDC and Seafood CRC hold Marketing & Promotion workshop

2012 July Minister Ludwig announces Government’s response to PC Inquiry – R&D Policy Statement (PIERD Act).2012 November Minister Ludwig writes to fishing and aquaculture industry with Government commitment to establish long term funding mechanism for marketing and change PIERD Act.2013 FRDC and Seafood CRC Boards agree to co-invest to engage industry and transition marketing from SCRC to FRDC.The journey to hereSlide7

2013 ACPF

and APFA members

voluntarily commit ($350k) to and

undertake

Love Australian

Prawns

joint marketing campaign. 2013 Wild Abalone develop marketing program for China via SCRC.Sept 2013 FRDC partners Wine Australia for Savour event in Adelaide.2013 Oysters Australia undertake a supply chain project to educate consumers via SCRC.December 2013 the Rural Research and Development Legislation Amendment Bill was passed by Federal Parliament extends the scope and range of activities to include marketing.2014 2013 ACPF and APFA members commit ($350k) to second year of the Love Australian Prawns campaign.2014 FRDC starts process to engage with industry.2014 First meeting of Marketing Function Advisory Committee Meeting.

The journey to hereSlide8

Some general lessons from the second decade?

Governments move slowly – taken almost 20 year to get here.

Industry is in the drivers seat.

The end goal and participants needs to be clearly defined and communicated to all stakeholders.

There are opportunities to work together, but one approach will

not suit everyone. Each sector need their own priorities. Slide9

Organisational change

…

for

FRDC and

industrySlide10

S

trategic approach to marketing

FRDC is listening and engaging with industry.

FRDC wants to build a long term platform for marketing which includes both research, development and market activity.

FRDC can undertake marketing activities… but only with funds contributed explicitly for marketing (i.e. a marketing levy

).

FRDC will work with Seafood CRC to transition delivery.FRDC want to make sure any marketing investment is:strongly linked to enterprise level investmentoverseen with strong governancestrategically focuseddisciplined in approacheffective in deliveryable to quantify its successSlide11

Building marketing systems

FRDC’s

would like to build

long term systems to

underpin marketing.

For example: Market and consumer data are vital to underpin campaigns and evaluate success.Slide12

Need to work along supply chain

MARKET INFORMATION FEEDBACK LOOP

NEED TO LOOK DOWN THE WHOLE SUPPLY CHAIN

New whole of supply chain approach

Created by Manta Consulting

Inc

for Fish 2.0Historic R&D focusCONSUMER PREFERENCES INFLUENCE PRODUCTIONSlide13

Committee Terms of Reference

and their roleSlide14

Marketing Function Advisory Committee

Brett McCallum

(Chair)

Tim Hess

Arthur

Raptis

Peter Fare Nathan Maxwell-McGinn Gus Dannoun Anthony Ciconte Andrew Puglisi Jules Crocker Shane Geary John Susman Sam Gordon David Caracciolo Rachel King Katherine Winchester Dallas D'Silva Jonas Woolford Anthony MercerLen StephensFRDC has established a committee made up of marketing experts, who represent a wide cross section and have skin in the game.Slide15

Terms of Reference

Provide

input on the FRDC’s engagement strategy and how it integrates into the FRDC’s RD&E

Plan.

We want your views and opinions.

They will help fine tune how we engage with the broader industry.

This is the first time this is being done. Want to ensure we get it right. Assist with communications to stakeholders; and act as ambassadors for the activity.As industry leaders your opinions will have a big impact on the success of this activity. Provide advice on the next steps, including assisting with the implementation of the engagement strategy.Engagement will provide detail from which to develop marketing plans, your expertise and advice will be valuable to refining these plans to make them practical, deliverable and gain industry endorsement. Slide16

Listening

the process of finding out…Slide17

Marketing

and engagement

FRDC is about to commence a industry wide engage program to find out what, if anything, it wants the FRDC to do in marketing.

FRDC wants to

get industry

views and marketing.

Industry views will help ensure FRDC develops a robust system that provides industry flexibility to address their varied needs.FRDC is happy to get input by any and every means.We will take feedback from face to face meetings, telephone calls, email, on-line, written, fax, telex…ALL FEEDBACK IS WELCOME!Slide18

Objectives

Develop and deliver an engagement

strategy that identifies:

areas of marketing that are a priority

for

industry and will assist build a marketing business case and plan.

who wants to be involved.what the negative issues are.provides answers to meet for a levy process (if required).Develop a marketing business case and plan.Find the optimal mechanism to collect funds to support the marketing function.Develop performance measures for marketing function and activities.Transition associated Seafood CRC marketing activities to the FRDC.Slide19

Some thoughts to start…Slide20

Starting at the top?

A key discussion for industry is where to start and focus?

Ideally the conversation should to start at the top and where there is opportunity for industry to work together and leverage other sectors or industries.

For example…

Love Australian prawns campaign

APFA $

leverages wild sector $270,000 contributionAbalone $ against Wine Australia $100,000 Awards event in ChinaSlide21

Some of the key questions

What areas do you think the seafood industry should focus on?

Where should the seafood industry work together?

What are the priorities for the seafood industry?

What

areas of marketing are priorities for you?

What areas of marketing would you invest your money in?What results would you expect/like to see from marketing activities?Do you support seafood industry undertaking marketing? (If no why?)

Would

you contribute to seafood marketing?

The engagement process is about gaining both quantitative and qualitative information the later focusing on the discussion.

Questions we re looking at asking are: