Why was Australian Pork industry (API) able to become major pork provider to Singapore? What wise marketing decisions that were made that cause the success?
• The Nipah virus outbreak gave the API a valuable opportunity to increase its supplies due to desperate demand of “virus-free” pork.
• At the same time, the Australian counterparts also put in great efforts to study the Singapore market – find out what consumer wants (virus-free fresh pork meat) - what and how Australian Pork suppliers can do to meet these wants (establish quality control programme/ set temperature control standard for supply chain)
• They have put in effort when deciding the name and logo for product. They have used a name and logo which gave consumer an image of freshness & healthy – which reflects its product image – freshness. A brand name that is easy to remember and identify. A “Aussie-pork” sticker on every product to differentiate itself from other competitors.
• APL did a mass advertising, carrying out promotion activities and engaged an ambassador for the brand – introduce the brand to the consumers; addressed the issues of farming practice/procedures, health & nutritional benefits – send a clear message out to consumers, give them reassurance – Airpork brand represents freshness, healthy, save to consume.
What further could the API do to further increase its pork sales in Singapore & elsewhere?
Singapore market:
• APL has to address the product quality management issues first, before start thinking of how to increase sales in Singapore.
• APL works with CAPE to engage specialists on how to maintain the meat temperature during shipment- a special carcass with insulator which can keep the meat at low temperature?
• APL ...