Results of a Tribal Branding Survey

Transcription

1 Results of a Tribal Branding Survey Presented by: Ivan Eastin and Indroneil Ganguly (CINTRAFOR) University of Washington Presented at the: Intertribal Timber Council Operations Committee Meeting SeaTac, WA 1-2 April, 2010

2 Outline 1) General Survey Results 2) Branding Results 3) General Marketing Results 2) Survey Results on Certification 3) Interest In Tribal Marketing Programs 4) Strategic Recommendations

3 Location of Survey Respondents Northeast, 6% Midwest, 24% West, 52% South, 18%

4 Location of Survey Respondents AK 2 Forestland Surveys Processing Facility Surveys

5 Survey Response Rates Tribal Response Rate: 23.6% ITC Member Response Rate: 62.3% Forest Area Response Rate: 69.4%

6 Tribal Branding Results

7 Interest in a Tribal Branding Program 40% 36% 36% 35% Percentage of Respondents. 30% 25% 20% 15% 10% 6% 20% 5% 2% 0% Not Interested Not Very Neutral Somewhat Very Interested At All Interested Interested Interest in participating in a tribal branding program

8 Attributes for a Branding Program Tribal interest in supporting economic development & employment of tribal members 4.3 Forest products were manufactured by Indian enterprises 4.0 High quality wood that exists in sustainably managed tribal forests 4.2 Government statutory regulations that require tribes manage forests sustainably 3.9 Spiritual/Cultural respect tribes have for the land, resources, and people 4.3 Traditional forest stewardship ethic of tribes Respondent ranking of tribal values in forming the foundation of a tribal forest products brand

9 Attributes for a Branding Program Tribal interest in supporting economic development High quality wood Spiritual/Cultural respect for the land West South Midwest Northeast Traditional forest stewardship Importance. Respondent ranking of attributes varied substantially by region

10 Attributes for a Branding Program Tribal interest in supporting economic development High quality wood Spiritual/Cultural respect for the land Traditional forest stewardship Importance. < 10,000 acres 10,000 to 100,000 acres > 100,000 acres Respondent ranking of attributes were quite consistent by size of forest area

11 Interest in a Cooperative Marketing Program

12 Interest in a Cooperative Marketing Program 40% 35% 34% Percentage of Respondents. 30% 25% 20% 15% 10% 5% 6% 4% 30% 26% 0% Not Interested At All Not Very Interested Neutral Somewhat Interested Very Interested Interest in participating in a tribal forest products marketing cooperative

13 Tribal Processing Facilities Maximum workers/shift Current workers per shift 100% 90% Number of Employees % tribal members 80% 70% 60% 50% 40% 30% 20% Percentage of Tribal Employees % 0 0% Sawmill 1 Post MIll Sawmill 2 Plywood mill 1 Sawmill 3 Sawmill 4 Sawmill 5 The recession has devastated the tribal wood processing industry

14 Log Supply for Tribal Mills 110% 100% 90% 90% 100% 90% 90% 93% 93% 100% Percentage of tribal logs. 80% 70% 60% 50% 40% 30% 20% 10% 0% Sawmill 1 Post Mill Sawmill 2 Plywood mill 1 Sawmill 3 Sawmill 4 Sawmill 5 Tribal mills rely heavily on tribal forests for their raw material

15 Markets for Tribal Timber 90% 80% 70% 67.1% 66.3% 60% 50% 40% 30% 30.0% 27.9% 20% 10% 0% 2.9% 5.8% Sold in Sold in Processed in Processed in Exported Exported Domestic Domestic Tribal Facilities Tribal Facilities (2008) (2009) Market (2008) Market (2009) (2008) (2009) Export sales doubled in 2009

16 Interest in Export Markets 10 9 Number of Respondents Yes All mill managers were interested in exporting their products, but lacked the managerial capacity to engage in these markets directly No

17 Interest in Carbon Markets 4 Number of Respondents Not interested 3 5 Very interested Managers showed a strong interest in considering carbon markets

18 Planned Investments in Technology Number of respondents Yes No Unsure Cogeneration plant New processing equipment New, value added products Tribes are looking to invest in new technology in the future

19 Interest in Tribal Certification Program

20 Interest in a Tribal Certification Program 35% 30% 32% 30% 30% Percentage of Respondents. 25% 20% 15% 10% 5% 4% 4% 0% Not Interested Not Very Neutral Somewhat Very Interested At All Interested Interested Interest in participating in a tribal forest certification program

21 Forest Certification Status 45% 40% 39% 35% Percentage of Respondents. 30% 25% 20% 15% 22% 29% 10% 5% 6% 4% 0% Not Aware Aware but never Considering forest In the process Have certification considered certification Tribal awareness and current status of forest certification

22 Sawmill Certification Status 7 Number of Respondents mills have CoC certification 0 Yes No Two mills currently have chain of custody certification

23 Usefulness of Forest Certification 35% 30% 29% 27% Percentage of Respondents. 25% 20% 15% 10% 22% 9% 13% 5% 0% 0% I don't know Not At All Not Useful Neutral Somewhat Very Useful Useful Useful Tribal perceptions of the usefulness of forest certification

24 Perceptions of Price Premiums 50% 45% 45% 40% Percentage of Respondents. 35% 30% 25% 20% 15% 30% 21% 10% 5% 2% 2% 0% Don't know No price premium Small price Substantial price High price premium premium premium Forest managers perceptions of price premiums for certified wood

25 Perceptions of Price Premiums 6 5 Average price premium: 4.8% Number of Respondents No Yes Unsure Sawmill managers perceptions of price premiums for certified wood

26 Strategic Recommendations

27 Comparative Interest in Tribal Programs Tribal cooperative marketing program 33 Tribal branding program 45 Tribal certification program Composite Interest Score Composite index of tribal interest in participating in three program options

28 Tribal Branding Program The survey results suggest that there is support for developing a tribal brand for forest products that could be based on a unique set of tribal values: Traditional forest stewardship ethic Spiritual and cultural respect for forests and land High quality timber resource

29 Tribal Branding Program First Things First 1) Do the tribes want to proceed with the development of a tribal brand for forest products? 2) Do the tribes want to proceed with a cooperative marketing program? 3) Do the tribes want to proceed with a tribal certification program?

30 Tribal Branding Program Strategic Issues 1) Scope of a tribal brand national vs. regional vs. enterprise specific solid wood products vs. generic forest products (incl. NTFP s) 2) Brand Development (who takes the lead in the development of a tribal brand and quality standards?) ITC tribal forest products brand council outside consulting firm 3) How would a branding program be funded? start up funding programmatic funding 4) Which tribal enterprises wish to participate?

31 Tribal International Marketing Program The survey results also suggest that a large number of tribes are interested in learning how to access international markets to provide a measure of protection against downturns in the domestic markets and/or to receive higher prices for their forest products. While domestic market remains in recession, US exports of wood in products increased by 29.6% in 2010 Given the interest by the Obama administration in increasing US exports by 50% by 2015, how might Native American tribes take advantage of this effort to increase their international marketing capacity and expertise?

32 Thanks for your attention QUESTIONS?