3 results

Measuring consumer perceptions within Australian prawn category and wild prawn strategy formulation

Project number: 2020-099
Project Status:
Completed
Budget expenditure: $82,425.25
Principal Investigator: Rachel King
Organisation: Australian Council of Prawn Fisheries Ltd (ACPF)
Project start/end date: 3 Jan 2021 - 29 May 2023
Contact:
FRDC
SPECIES
Royal Red Prawn
Giant Scarlet Prawn
Redspot King Prawn
King Prawns
Banana Prawns

Need

Commercial in confidence. To know more about this project please contact FRDC.

Objectives

Commercial in confidence

Australian Prawn education for retail and consumers

Project number: 2017-087
Project Status:
Completed
Budget expenditure: $85,735.69
Principal Investigator: Rachel King
Organisation: Australian Council of Prawn Fisheries Ltd (ACPF)
Project start/end date: 28 Jul 2017 - 30 Jul 2019
Contact:
FRDC
SPECIES
Royal Red Prawn
Giant Scarlet Prawn
Red Prawn
Black Tiger Prawn
Redspot King Prawn

Need

LAP needs to differentiate market positioning activities from extension, education and campaign evaluation activities. LAP needs to be able to satisfy retailer and chef requests for extension/education.

FRDC project 2016-272 "IPA ACPF APFA: Love Australian Prawns evaluation using consumer research, sales data and market insights" allowed for campaign evaluation with RD&E funds. This proposal seeks to access RD&E funds for extension and education to retail staff.

As the campaign enters Year 5, LAP contributors are looking to verify their return on investment in LAP and some payments have been slow. New contributors, such as NSW, Qld and Vic also require this information as they decide to invest. LAP needs to be able to demonstrate judicious allocation of marketing funds, a sound return on investment, and plans to reach all stakeholder groups.

Objectives

1. Provide education materials to LAP retailer partners to assist staff to answer consumer questions about Australian Prawns
2. Provide visual instructions to complement written LAP recipe instructions to assist consumers

Final report

Authors: Ben Hale Rachel King
Final Report • 2021-04-01 • 4.37 MB
2017-087-DLD.pdf

Summary

This report presents the methods used to assist consumers to overcome barriers to consumption of Australian prawns. The report details the outputs, and any available metrics, in market channels including retail, food service and directly with consumers about prawns, including: species, regions, preparation and cooking. Consumer perception and awareness of Love Australian Prawns (LAP) was measured and compared against previous years.
 
Implications for relevant stakeholders:
1. Despite initial interest and enthusiasm, implementing staff education programs within large supermarket chains is problematic, even with support of the seafood department as content crosses multiple areas of responsibility (e.g. operations and human resources).  These multiple layers of approval and often changing policies can render printed material out of date or stuck in a cycle of revision and approval until it is out of date. Independent seafood retailers are capable of utilising such resources and welcome them.
2. Online video is highly effective in moving consumers along the journey from consideration to purchase and help reduce barriers to consumption. The inclusion of a video on a web page or alongside a recipe increases uptake and effectiveness of the recipe.  Continued use of smartphones and online media make how-to videos essential considerations when planning any recipe based marketing.
3. Sales of Australian prawns can be increased in food service venues with compelling and novel serving buckets to bring theatre and engagement to the table, however larger volume venues have different requirements to smaller venues.
4. Awareness of the LAP campaign amongst consumers has grown steadily from years 1-5 and plateaued in year 6. Investment in the campaign has remained steady in years 1-5, declining in year 6.
 
Recommendations:
1. Removing barriers to consumption is best achieved via direct to consumer marketing, especially through online video, rather than attempting to educate serving staff in major supermarkets through printed materials.
2. The LAP prawn bucket project has established that consumer demand can be increased with a novel serving bucket. This should be scaled from 6 to 20 test locations to further validate its effect before investing in on a larger scale and a compostable, recyclable  chitosan based bucket should also be developed and trialed for higher end restaurants.

 

Love Australian Prawns evaluation using consumer research, sales data and market insights

Project number: 2016-272
Project Status:
Completed
Budget expenditure: $22,300.00
Principal Investigator: Rachel King
Organisation: Australian Council of Prawn Fisheries Ltd (ACPF)
Project start/end date: 14 Feb 2017 - 14 Jul 2017
Contact:
FRDC
TAGS
Media
Marketing
Market Opportunities
Fisheries Management
Economic
SPECIES
Royal Red Prawn
Giant Scarlet Prawn
Red Prawn
Black Tiger Prawn
Redspot King Prawn

Need

Consumer research and sales data analysis needs to be acquired and reviewed alongside Love Australian Prawns campaign strategies. The information is required as part of monitoring and evaluation, which is an RD&E activity, as set out in the initial campaign. This information then needs to be reviewed against past LAP outputs and proposed future activities in advance of commissioning work for Year 5. This review could also advise likely fit with a proposed national seafood marketing campaign and the lifespan of the Love Australian Prawns campaign.

LAP contributors are looking to verify their return on investment in LAP. New contributors, such as NSW, Qld and Vic also require this information as they decide to invest.

This proposal also flags activities that the LAP Committee propose meet R,D & E criteria rather than Marketing. These were proposed in September 2016 and LAP interest confirmed following the review of LAP.

Objectives

1. Love Australian Prawns campaign monitored, evaluated and planned for 2017 and beyond
2. Number of LAP financial contributors increased for Year 5

Final report

ISBN: 978-0-9871613-2-1
Author: Rachel King
Final Report • 2017-12-01 • 5.67 MB
2016-272-DLD.pdf

Summary

Having commissioned Brand Council to review Love Australian Prawns (LAP) strategy and outputs and the University of Sunshine Coast to compare LAP consumer perception and awareness to previous years, the Australian Council of Prawn Fisheries Ltd (ACPF) and the Australian Prawn Farmers’ Association (APFA) have ascertained that LAP is achieving its original objectives. 1 in 5 Australians now recognize the LAP logo: this sort of awareness usually only achieved via TV campaigns. The industry has experienced an average 20% increase in Medium, Med-Large and Large grades between the start of the LAP campaign until the end of 2016 with statements of recognition from the industry that “You would expect some of this demand can be attributed to the Love Australian Prawns campaign."

Results/key findings
The original objectives for LAP have been achieved through four years of LAP. This was particularly demonstrated through consumer research.
Objectives achieved.
  1. Increasing desire for/ desirability of Australian prawns. Example USC evidence: 38% of consumers report they are eating more prawns than 3 years ago with those consumers being more likely to recognise the LAP logo when they see it
  2. Australian prawns special place Aust eating habits. Example USC evidence: 20% of Australians are still buying prawns for the traditional special occasions such as Christmas and Easter but 25% are now buying prawns for a special occasion or a treat through the year. Over 50% are eating prawns with the family in a meal at home.
  3. Increase value of Australian prawn. Example industry sales data evidence: 20% price increases on average across Med to Large grades between the start of the LAP campaign until now. Some fisheries reported that 20% price increase for larger grades in the 2016/17 year alone, despite having more supply than in past years

Implications for relevant stakeholders
The implications of this work are directed at industry as investors in LAP. Industry contributors and LAP need to be aware of;

  • Despite only having approximately 50% of the total potential industry funded marketing budget at its disposal, LAP has achieved its objectives.
  • In order to maintain the differentiation of Australian prawns in the marketplace, LAP must continue to run as along as possible
  • In a competitive market the LAP campaign’s front-line content must continue to focus on positioning Australian prawns as special rather than on education
  • The continued dominance of supermarkets for prawn sales confirms that LAP needs to cost effectively increase LAP brand presence in major supermarkets
  • Without a compulsory marketing levy, communication of campaign achievements along with future consumer research results will be needed to increase industry contribution.

Recommendations
The following recommendations stem from the implications of the evaluation and monitoring of LAP.

  1. Subject to the ongoing support and agreement of contributors, the LAP campaign continue, in order to retain consumer awareness of and desirability for Australian prawns differentiated from imported prawns
  2. Future LAP campaigns retain the same focus as agreed at the conception of the campaign ie to make prawns ‘special’ (celebrated, occasion, real, nurturing families and friends – positioning away from convenience and ordinary every day)
  3. To protect the brand, all LAP produced items should reflect the ‘special’ positioning and the promotional focus of LAP, being careful to properly prioritise retailer needs
  4. The LAP campaign’s front line content to focus on position rather than education.
  5. LAP MC to review materials required for 2018-19 onwards that is required to add to LAP appeal eg need for further consumption scenario photography such as friends eating prawns at Christmas in July, Mothers Day, etc to add to LAP’s footage
  6. The MC instigate 2017-18 initiatives to cost effectively support seafood retailers and supermarkets with collateral to feature the LAP brand, including through appropriate partnerships
  7. The LAP MC continue initiatives to spread peak special occasion consumption periods through the year as has proven effective
  8. The LAP MC continue to measure campaign effects through RD&E funded-commissioned consumer research, including with the University of Sunshine Coast on a regular basis so that previous existing datasets can be accessed.
  9. If possible, obtain sales data using RD&E funds via arrangement with FRDC and Nielsens to at least identify changes in volumes between Australian and imported prawns over time
  10. The LAP MC continue to communicate campaign achievements
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