Opal Marketing. Continued Problems facing the Industry

Transcription

1 Opal Marketing Continued Problems facing the Industry

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4 The Australian Jewellery and Gemstone Industry Council (AJGIC) Strategy Background Paper recommended A strategic plan. An opal mining peak body. A centre for opal deposit studies. An opal industry journal

5 Other Developments Peak mining group AJGIC submission to government on impediments to the mining industry AJGIC Opal Genesis stearing committee University of Technology Sydney Cause of instability in opal Exploration seminar AJGIC meetings with the Tax office National Opal Training accredited Regional Minerals Program Formation of National Opal Miners Association

6 Production is at the lowest levels in 40 years

7 The 20 areas with the fastest declining populations are all located outside Australia s capital cities and urban centres. The three fastest decreasing populations were those of Coober Pedy (SA), Katanning (WA) and Mundubbera (Qld).

8 Industry in Crisis Terrorism S.A.R.S Japanese Economic Restructure Changing International Tourism Patterns Opal retailing in severe decline

9 Industry in Crisis Value of the Australian dollar means: 50% increase in Japanese Yen terms 65% increase in Australian Dollar terms

10 Industry in Crisis Miners Costs have Soared Fuel Spare Parts Health and Safety Conservation

11 Industry in Crisis Miners Income has Plummeted Prices dropped Yields well down as miners work in less productive and marginal areas

12 Industry in Crisis Miners Leave the Fields Higher costs Lower prices Lower Yields Resources Boom

13 Production is the KEY Create a Better Environment to Encourage Mining New Miners New Buyers New Money and Enthusiasm Prices will increase

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15 What do we do now? Establish a vehicle to determine ways to create a better environment. (N.O.M.A.) Scientific research- Genesis of opal - Opal stability

16 International Marketing South Sea Pearl Corporation Tahitian Pearl Industry Argyle Diamonds Platinum Guild De Beers

17 International Marketing Tens of millions of dollars Marketing professionals Advertising professionals Editorials and journalists

18 International Marketing Large corporations with enormous budgets Consortiums with pooled resources Emerging industries working closely with governments The opal industry needs to follow one of these models to mount an international marketing campaign

19 International Marketing The industry needs strong supply Must be ready to work in collaboration Must have a respected body representing the industry case

20 Marketing Examples in Coober Pedy Wholesalers and Exporters Use distinctive advertising Distribute accurate and positive brochures Attend trade fairs Regularly visit customers Build a large stock of bright opal from stable fields Guarantee their products Collaborate with customers by in-store promotions, cobranding brochures in languages required Build strong relationships with powerful companies

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22 Examples in Coober Pedy Wholesalers and Exporters Use distinctive advertising Distribute accurate and positive brochures Attend trade fairs Regularly visit customers Build a large stock of bright opal from stable fields Guarantee their products Collaborate with customers by in-store promotions, cobranding brochures in languages required Build strong relationships with powerful companies

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24 Examples in Coober Pedy Wholesalers and Exporters Use distinctive advertising Distribute accurate and positive brochures Attend trade fairs Regularly visit customers Build a large stock of bright opal from stable fields Guarantee their products Collaborate with customers by in-store promotions, cobranding brochures in languages required Build strong relationships with powerful companies

25 Marketing Retailers Create an interesting shopping environment Carry up to date stock with bright opals, modern designs with excellent finishes Guarantee your product Create the desire-advertise the positives Develop brochures with accurate information Don t criticise the product or other stores publicly Don t offer massive discounts Market honestly the positives of your company brand After sales service Web site

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28 Retailers Create an interesting shopping environment Carry up to date stock with bright opals, modern designs with excellent finishes Guarantee your product Create the desire-advertise the positives Develop brochures with accurate information Don t criticise the product or other stores publicly Don t offer massive discounts Market honestly the positives of your company brand After sales service Web site

29 In Conclusion Strong supply before we market Understand the genesis of opal - scientific research Create a better environment for mining - determine and remove impediments Industry science and government need to collaborate

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