Building new markets takes time and tenacity. It does not happen in a single season and it does not 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 are working, year on year, to create an excellent reputation for Australian mangoes. A reputation for producing quality mangoes that consistently look and taste superior to any other mango on offer.
During the 2018-19 season promotional programs were created in collaboration with exporters, importers, and retailers in Singapore, Hong Kong, South Korea, New Zealand, the USA, and a trial program in the Middle East.
Our objective was to position Australian mangoes as a premium experience for which consumers in our target markets will happily pay a premium price. Markets and retail partners are chosen using the following criteria:
A mix of protocol and non-protocol markets.
A mix of established and emerging markets.
A robust supply chain capability delivering a consistent quality experience.
Alignment with retail partners that target affluent consumers who are prepared to pay a premium price for a great quality mango.
The consumer promotions varied by market and included a mix of point of sale (POS) material, in store sampling, advertising, public relations, social media, and an Australian Mangoes sales challenge—that encouraged, recognised and rewarded excellence in store execution.
All markets were supported with a strong engagement campaign including pre-season planning meetings, handling and merchandising training, regular work in progress meetings (WIPs), and in-market visits. All promotional programs were executed during the peak supply period of November, December and January.
To find out more about the exciting developments in our overseas markets be sure to register for the 12th Biennial Australian Mangoes Conference where export will feature as a key topic. We look forward to seeing you in Darwin from 14-17 May 2019.
For more information contact Treena Welch at AMIA: firstname.lastname@example.org, or 0417 001 253.