Building new markets takes time and tenacity. It doesn’t happen in a single season and it doesn’t happen as a result of individual performance. Our ability to create a strong demand for Australian mangoes in new and emerging markets is dependent on our brand reputation. Together we’re working, year on year, to create an excellent reputation for Australian Mangoes. A reputation for consistently producing quality mangoes that look and taste superior to any other mango on offer.
During the 2017/2018 season our marketing and promotional efforts in Asia focused on three markets—Korea, Singapore, and Hong Kong. In early September, the Australian Mangoes team attended Asia Fruit Logistica, a three-day trade show in Hong Kong. The annual event was an excellent vehicle for engaging in collaborative planning with growers, exporters, importers, and retailers. From these meetings campaigns were developed specifically targeted to each market and were executed during the peak sales period of November, December and January.
In Korea, the campaign focused on driving awareness and consumer demand for Australian mangoes during November and December using a combination of public relations, social media, in store demonstrations and a major consumer food fair—Café Show.
Recipe development and a media release launched the campaign resulting in several publications printing articles across November and December. These publications reached a wide target audience, including the health and well-being and lifestyle sectors, encouraging consumers to buy and enjoy Australian mangoes in a variety of different ways.
From 9-12 November, Australian Mangoes were featured at Café Show. The event, attended by many Korean consumers, was an excellent opportunity to increase awareness and encourage people to taste Australian mangoes at the beginning of the peak supply. Mangoes were available for sale and the sampling program converted a large volume of consumers from trying to buying.
Homeplus, the second largest hypermarket in Korea and the largest Korean seller of Australian mangoes conducted demonstrations in nine stores across 26 days in the lead up to Christmas. Simultaneously Korea’s high-profile bloggers were targeted with all the information and quirky trivia they needed to create some great content. Our efforts were rewarded with awesome blog posts by some of Korea’s famous food bloggers demonstrating a variety of delicious recipes. These recipes included; Mango Mousse, Mango Pizza, Mango Cake, and Mango Creamed Shrimp. Consumer awareness, education and engagement was further boosted through a strong social media campaign on Facebook and Instagram.
Hong Kong and Singapore
In Hong Kong and Singapore, we worked with retailers Wellcome, Cold Storage and Fair Price, building on the campaigns delivered through these retailers during the previous three seasons.
In late October Australian mangoes were featured as a hero product at ‘Cold Storage Day’ in Singapore. The event was held at Sun City Convention and Exhibition Centre and was laid out like a giant supermarket. Australian Mangoes had prime real estate and throughout the course of the day we were able to engage, excite, and inspire 2,500 staff, from the chief executive officer to cash register operators. The day exposed the entire organisation to the great taste of Australian mangoes and the campaign for the coming season.
In early November retail training workshops were conducted in Singapore, with the operations, quality and produce department teams. The sessions were designed to inform, educate, inspire and motivate these teams, so they would engage in best practices for handling and merchandising. They were encouraged to build large, luscious displays in prominent, front-of-store positions and were given quick and easy tips enabling them to connect confidently with their customers.
The newly themed ‘Slice, Dice, Demolish’ Australian Mangoes collateral was well received by all retailers and led to strong store engagement and excellent in store displays. All stores received kits containing point of sale (POS) material including; consumer posters, varietal posters and bunting, varietal header cards and store handling and merchandising guides.
In store demonstrations were conducted in over 40 stores during November, December and January to capture peak supply and optimise the sales opportunities across Christmas and Chinese New Year. The demonstration program was designed to encourage consumers to taste the delicious, juicy, sweet goodness of Australian mangoes giving them the confidence to purchase.
Demonstrators were educated on the differences between R2E2, Honey Gold™ and Calypso™ mangoes and were encouraged to sample and sell to as many consumers as possible. The program was supported by exporters and importers funding the cost of fruit for sampling, and by retailer funded newspapers, online and in store price promotions.
In addition, Hong Kong conducted an Australian Mangoes sales challenge, rewarding stores across a range of criteria including; best sales, best sales improvement and best display.
Our ability to create strong export markets is dependent on our collective commitment to delivering continuity of supply and a quality experience that consistently meets and exceeds the consumer’s expectation. Engaging retailers and consumers is hard work and it requires persistence, endurance, commitment and a single-minded focus on the end objective—to build an insatiable demand for Australian mangoes.
For more information contact Treena Welch at AMIA: firstname.lastname@example.org, or 0417 001 253.