Discuss aboout the Marketing Strategies For Australia Dairy Products.
Dairy industry is one of the most profitable industries in the world. The reputation goes same with Australia as well. The country is a small producer of milk; however, it is the world’s third largest countries in terms of exporting dairy products (Friel, Barosh and Lawrence 2014). Asian countries such as China and India are the nations that have growing demands for dairy products (Trostle and Seeley 2013). Due to some challenges at the home such as the climatic condition, it is facing stiff competition in the matured market. This is because of such reason it was important to head for a different market. In this context, the Asian region comes alive. Asian countries are growing with demands for the dairy products rapidly. The growing challenges for the Australian dairy industry are coincided with the growing opportunity for the same in the Asian region (Klerkx and Nettle 2013). This is because of such fact it was felt necessary to promote the products in the Asian region. The product selected for the Asian region is Cheese. There are already few local market leaders in the different recons of Asia. However, the potentiality of the demands for the milk products might serve the purpose. The main purpose of this assignment is to prepare a marketing plan for Cheese produced in the dairy industry in Australia.
The dairy industry in Australia is well supported by utmost technologies that even compensate for the losses that happen in the country because of unsupported climatic condition. Water is very important for the dairy industry; however, the country is facing severe challenge in having the sufficient quantity of water. Additionally policies are also uncertain. Despite the challenges, Australia is the third largest countries in the world in exporting the dairy products. However, it is way behind to two potential markets New Zealand and EU. The major exporting destinations for Australia are Singapore, Japan, China, Malaysia and Indonesia (Hanslow et al. 2014).
Cheese is a major contributor in the Australian dairy industry. The exports are worth over $715 million. However, the production is now getting hampered because of poor availability of milk in the country. The production is getting decreased. This is because of the fact the country has to rely on imported cheese as well. Approximately 25% of the exporting cheese is imported from other countries such as New Zealand, Europe and the US (Butler et al. 2015).
The consumption of dairy products is expected to grow in Asia even faster than the mature markets like the US and the Western Europe. This is because of the changing diets of the people living in the region. China is at the forefront in the consumption of milk and the dairy products. This is because the younger population of the country is potentially moving with the healthy diet products (Fuller and Beghin 2015). On a same note, India is also emerging as a potential country for the dairy products. It is largest producer of milk in the world. The younger generation is growing with their keen interest for dairy products. The growing awareness in the younger generation for health has supported the trend to happen in the different part of the Asian region (Fu et al. 2012).
Based on product type, the segmentation of the cheese product in India can be segmented as Cheddar (Hard cheese), Mozzarella Cheese and Cottage cheese. Based on type, cheese can be segmented in as processed cheese and unprocessed cheese. Based on the uses, Cheese can be segmented into Parmesan cheese chips, cheese waffles, fried cheese balls, cheese curds and cheese straws (Masliukivska 2015). Customers in the Asian countries are getting exposed to processed cheese such as the one used in Pizza and Burgers. India in particular is witnessing a double digit growth in the consumption of cheese. Segmentation in the Asian region will be done based on the demographic and the behavioural factors (Reardon and Timmer 2014). Demographic will be chosen because the trend for healthy diet is growing in popularity in the Asian countries. Younger generation in specific have increased temptation for the cheese and related products. Apart from the younger generation, elder members in family do also prefer cheese or the related products, so as to provide nutritional foods to their kids. Customers in the Asian region are very concerned with their health, which is why they view cheese and the related products as a safe supplement for protein. The economic status of the Asian region is also supporting that fact as China, Singapore and India are the few countries that are emerging nations in economy. People living in such countries have increased purchasing capability with them. Nevertheless, the changing trend for the nutritional products and an increased purchasing capability are the two potential aspects that might help the exporting of cheese from Australia a success (Samal and Pattanaik 2014).
Behaviourally, lot have been changed in the Asian countries. They like pizza, burger and much like such products they have never done before. The increasing demands for such foods have produced utmost opportunities in the Asian countries. Apart from some fast foods, they also consume in one of its nutritional forms such as Paneer. The change in behaviour is because of the increased purchasing capability of the Asian people and the influencing effect of the Western countries. The effect is getting transferred with the help of different media and also with the help of numerous people moving to such countries (Kumar and Babu 2014).
Product- Ample of varieties of cheese will be used as there are ample of such products that are already popular. Some of the products type will be Rubing, Rushan, Paneer, Chhena, Dahi Chhena, Khoya etc. These are few of the products listing; however, there can be some more products. Products have been decided based on the popularity in its respective regions. China is emerging as the potential market for cheese with India as another frontrunner. This is for such reasons potential market will be targeted initially such as China, India, Malaysia, Singapore and Japan. Some more products will also be included based on the local people’s preferences. Moreover, the idea behind the concept is to enter the Asian market with the products that are already there in the market. Basically, cheese only will be exported from Australia. However, the export will be done keeping in mind the requirement of different types of cheese products popular in the different Asian region. However, the cheese exported to such countries will have to face stiff competition from some local companies. This is very important to plan the entry strategically, so that, minimal challenges are faced (Ingavale 2012).
Price- Pricing will also be done according to the standard market pricing in the respective region. However, cheaper rates will be offered against the different cheese products at the start of the entry. The prices for the products will be increased a bit higher when there will be demand for the exported cheese in the Asian market. On a similar note, prices will be reduced when the demand is low (Eyles et al. 2012).
Promotion- This is very necessary as this will help to enter into the market. Advertisement will work well for the purpose. There are ample types of advertisements that exist today. For this purpose, advertisement on TV during the daily soaps will be a better idea. This will help in grab the attention of mass audience. Additionally, social media platforms will also be used. Social media platforms such as Facebook, Twitter and LinkedIn will be used. In addition to this, daily newspapers will also be used to advertise the cheese exported from Australia. This will help in grab the attention of clients such as the dealers (Allender and Richards 2012).
Branding strategy is a good way to grab the attention of a significant customer base. This is generally represented in an image form with some words to describe the imagination. This can be through various ways such as it can be published in some popular magazines to pass across the views of thousands of people those who read magazines. It can also be displayed through big hoardings on the road. This has probably become a trend across the globe. There are cities that have roads full of hoardings such as the New York street. In the given case, the brand strategy behind the cheese will be very much like the one pasted above. The business is related with the exporting of cheese from Australia. Fast foods are very famous in the Asian countries such as in China and India. The above pasted image is showing the cheese attached to a fast food. This simply signifies the message that the proposed business needs to convey to the Asian countries. This will also indicate the freshness, which will be a part of the business as people living in few Asian countries such as in China and India are very prone to fresh foods (Seo and Jang 2013).
There are several marketing activities that interrupt the buying behaviour of customers at the point of sale. The cheese exported to the Asian parts will be made available to various malls, retailing showrooms, grocery shops and market. All the four places have different types of customers coming to the point. Additionally, there will be differences in the management of the point of sale of the different shopping locations that are mentioned above. For example, in malls the display will follow the standard form of product’s display such as the merchandise display. It means that different kinds of products will be displayed in an attractive way, so that; customers get attracted towards the product and will end up buying the product. Retailing showrooms will have more or less the same display as showrooms also have such customers that are attracted towards the good display. Grocery stores and market probably have the different set up as such places have customers mostly belonging to the middle class families. In the irrespective of the shopping places, there will be a frequent visit of the agents to check whether products are appropriately displays especially in the malls and the showrooms. Managers in such places are also needed to check the arrangements, so that, the instructed strategy is followed on daily basis. In the grocery stores and in market, this will be checked that whether products have been kept with full protection from the bacterial fungus. Such products would be instructed to keep in refrigerators in such places. This will keep the cheese fresh and servable to the customers (Green, Whitten and Inman 2012).
Conclusion
The case study taken for the marketing of cheese from Australia in the Asian nations has revealed various facts and made to understand several things such as market segmenting, branding strategy and many others like the same. The study has helped to conclude that the concept might be a success in the Asian countries. Few nations in the Asian region are the emerging potential for the dairy products. Such nations include but are not limited to such as China and India. They have been the potential markets because of few factors such as the growing economy of the concerned nations and the changing socio-cultural aspects of the same. The growing economy has enabled a mass customer in such place to bear the purchasing of cheese and the related products. The socio-cultural facts are encouraging the varied groups of people to purchase the different dairy products. This is because of the growing concerns for the nutritional products. The various local government circulars and the different publishing articles in the website have both collectively educated the common people over heath related benefits. This is for all such reasons the Asian countries have become the potential market for dairy products specifically for cheese.
References
Allender, W.J. and Richards, T.J., 2012. Brand loyalty and price promotion strategies: an empirical analysis. Journal of Retailing, 88(3), pp.323-342.
Butler, J.R.A., Slamet, A., Meharg, S., McEachern, S., Neilson, J. and Hajkowicz, S., 2015. Australia-Indonesia Centre Megatrends: Agriculture and Food. Report prepared for the Australia-Indonesia Centre, Monash University.
Eyles, H., Mhurchu, C.N., Nghiem, N. and Blakely, T., 2012. Food pricing strategies, population diets, and non-communicable disease: a systematic review of simulation studies. PLoS medicine, 9(12), p.e1001353.
Friel, S., Barosh, L.J. and Lawrence, M., 2014. Towards healthy and sustainable food consumption: an Australian case study. Public health nutrition, 17(5), pp.1156-1166.
Fu, W., Gandhi, V.P., Cao, L., Liu, H. and Zhou, Z., 2012. Rising consumption of animal products in China and India: national and global implications. China & World Economy, 20(3), pp.88-106.
Fuller, F.H. and Beghin, J.C., 2015. China’s growing market for dairy products. Iowa Ag Review, 10(3), p.5.
Green, K.W., Whitten, D. and Inman, R.A., 2012. Aligning marketing strategies throughout the supply chain to enhance performance. Industrial Marketing Management, 41(6), pp.1008-1018.
Hanslow, K., Gunasekera, D., Cullen, B. and Newth, D., 2014. Economic impacts of climate change on the Australian dairy sector. Australian Journal of Agricultural and Resource Economics, 58(1), pp.60-77.
Ingavale, D., 2012. A study of international trade of Indian Dairy Industry. Management, 1(12).
Klerkx, L. and Nettle, R., 2013. Achievements and challenges of innovation co-production support initiatives in the Australian and Dutch dairy sectors: a comparative study. Food Policy, 40, pp.74-89.
Kumar, A.A. and Babu, S., 2014. Factors influencing consumer buying behavior with special reference to dairy products in Pondicherry state. J. Res. Manage. Technol, 65, pp.65-73.
Masliukivska, A., 2015. DESCRIPTION OF UKRAINE’S MILK PROCESSING INDUSTRY AND SEGMENTATION OF CONSUMERS OF DAIRY MARKET. Modern Science Moderní v?da, p.32.
Reardon, T. and Timmer, C.P., 2014. Five inter-linked transformations in the Asian agrifood economy: Food security implications. Global Food Security, 3(2), pp.108-117.
Samal, L. and Pattanaik, A.K., 2014. Dairy Production in India-Existing Scenario and Future Prospects. International Journal of Livestock Research, 4(2), pp.105-113.
Seo, S. and Jang, S.S., 2013. The roles of brand equity and branding strategy: a study of restaurant food crises. International Journal of Hospitality Management, 34, pp.192-201.
Trostle, R. and Seeley, R., 2013. Developing countries dominate world demand for agricultural products. Amber Waves, p.5.
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