Meat Marketing Strategy Development Update

Transcription

1 Meat Marketing Strategy Development Update Meat Marketing Seminar January 5 th 2018

2 Meat Marketing Strategy Overview of key activities in 2018 highlighted in presentations earlier Promotional activities across the species Market prioritisation research Meat Insights Other activities will be carried out under the Bord Bia strategic pillars including Consumer Insight; Talent programme; Origin Green, Routes to Market & Brand Communications. A Key focus in first quarter of the year To Develop a Meat Marketing Strategy

3 Meat Marketing Strategy Background Bord Bia developed a Beef Marketing Strategy for the strategic period Based around Premiumisation & Differentiation Positive outcomes export increases/more & better customers More recently similar strategy pursued in the context of our current Statement of Strategy and targets set down in Food Harvest 2020 & Food Wise 2025

4 Meat Marketing Strategy Current Situation However there are new and existing challenges on the horizon for the meat Industry including: Brexit Access to Markets Trade deals Changing Consumer Trends including health agenda & perceptions around meat Environmental concerns Animal Welfare concerns Food Wise 2025 Targets

5 Meat Marketing Strategy Therefore Bord Bia consider it timely in the context of these challenges to develop a revised and updated Marketing Strategy for the Meat Industry (across all species) to: Provide strategic guidance to the Meat Industry over the period of the strategy Ensure the support model from Bord Bia delivers its services effectively in the context of this strategy

6 Meat Marketing Strategy Process Period 5 Years Cover all species (Beef/Lamb/Pigmeat/Poultry) Bord Bia Project Team established Stakeholder Engagement Steering Group (incl MII, IFA, ICMSA, DAFM etc) Individual meetings

7 Meat Marketing Strategy Process The role of the Industry Stakeholder Group includes: Provide guidance to the project team throughout the Strategy development process on both outcomes and Industry engagement Sense check the robustness of the Marketing Strategy throughout the Strategy development process Provide review of the insights and potential strategic options developed as part of the Strategy process

8 Meat Marketing Strategy Process - Steps Define the Scope of the strategy Data gathering Stakeholders interviews Situational analysis Strategy definition Present the Vision & Strategy

9 Strategy Process & Timelines What is involved in the strategy development process? December - January December - February February March April April - May June - July Beef & Sheep Stage 3: Situational Analysis Stage 4: Strategy Definition Stage 5: Present the Vision and Strategy Stage 1: Scope of Strategy Stage 2: Data Gathering, Stakeholder Interviews & Alignment Pig & Poultry Stage 3: Situational Analysis Stage 4: Strategy Definition & Presentation Stakeholder Engagement

10 Meat Marketing Strategy Deliver: Meat Marketing Strategy with clear strategic direction for next period Beef/Lamb Strategy April Pigmeat/Poultry Strategy - June Collaboration (strategy development & future planning) Bord Bia Ask Stakeholder input/support

11 Meat Marketing Strategy Development Update Meat Marketing Seminar January 5 th 2018