Marketing snapshot - Hortlink 2017, edition 1

This Hort Innovation Citrus Fund marketing snapshot has been taken from Hort Innovation’s Hortlink 2017, edition 1.

The early stages of 2017 have seen the continued development of a dedicated marketing and promotion program for citrus in Japan – a key market identified with industry.

Planned for May, the program will be implemented with the assistance of Austrade and involves three key elements:

• Engaging Japanese consumers and trade customers online
• Conducting a trade seminar for key contacts
• Supporting retailers with in-store promotions on Australian citrus at peak season.

The online component of the program aims to raise the profile and in-market awareness of Australian citrus with Japanese consumers and trade customers. Also critical will be building an online presence where the latest information about the industry and the key benefits of Australian citrus are available at any time. Austrade will help facilitate feedback from the Japanese trade on the types of information to be shared and advise on suitable content for a Japanese audience. It is expected that this online presence will launch in line with other trade events in May this year.

The trade seminar planned for Tokyo and Osaka in May/June is designed to provide a season update to key Japanese trade contacts and strengthen the networks commitment to buying Australian citrus. The seminar will deliver targeted messages highlighting supply capabilities and production forecasts for the upcoming export season. It will position Australian citrus as a premium product by demonstrating unique selling features and points of differentiation. This will be a key event to enable the industry to continue to develop and maintain a strong network of key Japanese industry contacts.

The third pillar of the program will be the deployment of funding to support specific retailer promotion of Australian citrus through opportunities such as in-store sampling and demonstrations, and catalogue support. This activity will enable Japanese retailers to promote Australian citrus messaging and utilise premium positioning.