Brand Australia Global Food
Strategy Research
Desk review and primary insights
December 2013
Australia Unlimited
Background to this project
• Launched in 2013 by the Department of Agriculture
• Austrade appointed to...
Australia Unlimited
Austrade’s experience in brand building
The BAGFS - Our starting point for this phase
of the research
4
Brand Australia
Global Food Strategy
Building on Australia...
Research plan for developing a national food
brand
5
Phase 1
Desk review
Phase 4
In-market consumer
online surveys
Phase 3...
Insight 1 – A national food brand needs to find the common ground
between truth and perception, both in Australia and in m...
Australia on the world stage 2013
7
Source: Reputation Institute: Country RepTrak 2013
Our strongest
attributes in G8
coun...
Insight 2 – Australia’s food landscape is fragmented –
both by region and industry
8
Insight 3 – A national food brand must be built on key
attributes and associations
9
Our tourism offer
How we present
Aust...
Australia leads on safe, sustainable and healthy food
10
Attribute Australia Malaysia US China France Brazil Canada
Good v...
Insight 4 – A national food brand works both ways
11
Regions Brands
e.g. Pork
Agriculture
Brand
Australia
A national food ...
Insight 5 – A national food brand positioning comes out
of the collective strengths of Australia’s producers
12
Wine
Fruit...
Brand and marketing trends in food in 2013
13
Provenance Artisanal foods
Sustainability
In-house and homemadeFood made fro...
Key consumer issues in
the food sector
14
• Gourmet travel or
culinary travel
• Celebrity chefs
• The digital age of food
...
Key consumer issues (continued)
15
• Chemical backlash
• Growing demand for transparency
• More is spent eating in than ea...
Australia Unlimited
Stakeholder interviews - topline findings
• Broad support for the concept of a National Food Brand
• A...
What’s next?
17
International market
trade interviews
(face to face)
International market
consumer surveys
(online)
China...
Hypotheses to be tested
• ‘Clean, green and safe’ is a credible positioning for
Australian food and beverages internationa...
Australia Unlimited
What then?
• A national food brand positioning and identity
• Develop, test and launch in 2014
Australia Unlimited
What will success look like?
• A strong brand positioning that resonates within Australia
and in inter...
Australia leads on safe, sustainable and healthy food
21
Attribute Australia Malaysia US China France Brazil Canada
Good v...
Thank you
of 22

National Food Brand - December 2013 Update

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.
Published on: Mar 3, 2016
Published in: Food      Technology      Business      
Source: www.slideshare.net


Transcripts - National Food Brand - December 2013 Update

  • 1. Brand Australia Global Food Strategy Research Desk review and primary insights December 2013
  • 2. Australia Unlimited Background to this project • Launched in 2013 by the Department of Agriculture • Austrade appointed to deliver the national food brand – 2 year project – Track record: Australia Unlimited, Future Unlimited
  • 3. Australia Unlimited Austrade’s experience in brand building
  • 4. The BAGFS - Our starting point for this phase of the research 4 Brand Australia Global Food Strategy Building on Australia’s existing strong credentials in food safety, quality and innovation, in the development of an evidence-based, globally recognised food brand Goal: to increase the value of Australia’s food-related exports by 45% by 2025 A globally recognised food brand will provide competitive advantages  To target existing, growing and emerging premium markets  To achieve higher returns for Australian food producers and businesses  To position our food, services and technology favourably against strong and increasing global competition  To build on our reputation as a leader in the production of premium food Through a unified brand position and a globally recognised food brand that has buy-in and is understood and shared across industry and government
  • 5. Research plan for developing a national food brand 5 Phase 1 Desk review Phase 4 In-market consumer online surveys Phase 3 In-market trade consultations N=24 in-depth interviews with key industry stakeholders across 6 key international markets N=400 consumers surveyed in each of 6 key international markets Phase 2 Australian stakeholder consultations These phases of the research have been completed and form the basis of this presentation An extensive review of all available and relevant information from Austrade, key Australian stakeholders and publically available information from around the globe N=24 in-depth interviews with key industry stakeholders across 6 key international markets N=400 consumers surveyed in each of 6 key international markets N=12 in-depth interviews with key Australian industry stakeholders from Government, industry bodies and the private sector Conducted by global research company TNS on behalf of Austrade
  • 6. Insight 1 – A national food brand needs to find the common ground between truth and perception, both in Australia and in market 6 Perceptions Known / truths Australian food, beverages and related technology stakeholders We need to understand the perceptions towards Australian products of in-market trade Australian consumers the advocacy of over 23 million Australians, both in Australia and overseas B A G F S We also need to understand the perceptions towards Australian products among consumers in target markets BAGFS – Brand Australia Global Food Strategy
  • 7. Australia on the world stage 2013 7 Source: Reputation Institute: Country RepTrak 2013 Our strongest attributes in G8 countries : Physical beauty Lifestyle Enjoyable In both G8 and non-G8 countries, we lag behind on: Technology Brand and innovation Friendly and welcoming In non-G8 countries: Physical beauty Lifestyle Enjoyable Education Need to shift perceptions of Australia in this area before it could be a defining attribute of a National Food Brand.
  • 8. Insight 2 – Australia’s food landscape is fragmented – both by region and industry 8
  • 9. Insight 3 – A national food brand must be built on key attributes and associations 9 Our tourism offer How we present Australia to the world Our hero brands and industries:  Mining  Cochlear  Penfolds  Ugg  Vegemite  Fosters  Hugh Jackman  Elle Macpherson Our people The Australian tourism industry has successfully implemented this approach with a unified Australian brand position.
  • 10. Australia leads on safe, sustainable and healthy food 10 Attribute 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% 22% 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?
  • 11. Insight 4 – A national food brand works both ways 11 Regions Brands e.g. Pork Agriculture Brand Australia A national food brand needs to: • leverage the inherent strengths of categories and brand • provide a unified approach • be flexible enough to support regional and commercial brands and the innovation that industries are championing.
  • 12. Insight 5 – A national food brand positioning comes out of the collective strengths of Australia’s producers 12 Wine Fruit Grains BeefBeerDairy
  • 13. Brand and marketing trends in food in 2013 13 Provenance Artisanal foods Sustainability In-house and homemadeFood made from scratch Food and experience Health and wellness Premium alcoholic drinks
  • 14. Key consumer issues in the food sector 14 • Gourmet travel or culinary travel • Celebrity chefs • The digital age of food • Quality at a reasonable price • Country of origin labelling • Farm to table dining
  • 15. Key consumer issues (continued) 15 • Chemical backlash • Growing demand for transparency • More is spent eating in than eating out • ‘Internationalisation’ of eating habits – Middle classes in emerging markets more exposed to Western products through travel, the internet, influence of celebrity chefs and TV – Mature market consumers developing a greater taste for more exotic ingredients and meal types
  • 16. Australia Unlimited Stakeholder interviews - topline findings • Broad support for the concept of a National Food Brand • Australia’s people and natural assets are seen as a strong platform • Diversity is the missing element • Overlap between ‘Safe’, ‘Clean’ and ‘Green’ – ‘Sustainable’ and ‘Green’ mean different things to different people • Core attributes are important but not very differentiating – Apart from innovation? • Innovation is a stretch from our current perceptions 16
  • 17. What’s next? 17 International market trade interviews (face to face) International market consumer surveys (online) China Indonesia India Japan UAE USA
  • 18. Hypotheses to be tested • ‘Clean, green and safe’ is a credible positioning for Australian food and beverages internationally • Australia is well placed to compete at the premium end of the food and beverage market • Diversity of produce helps differentiate Australia from other countries e.g. NZ • Innovation is another potential differentiator
  • 19. Australia Unlimited What then? • A national food brand positioning and identity • Develop, test and launch in 2014
  • 20. Australia Unlimited What will success look like? • A strong brand positioning that resonates within Australia and in international markets – Perception matches truth • Coordinated messages across states and industry – Individual brands working strongly under the Australian brand • Ownership and advocacy from all stakeholders – Giving the brand its own momentum • A unified Australian approach in marketing ourselves to the rest of the world – Delivering a competitive advantage
  • 21. Australia leads on safe, sustainable and healthy food 21 Attribute 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% 22% 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?
  • 22. Thank you

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