2 results

SCRC: Seafood CRC: PDRS "Benchmarking consumers’ physical and mental availability for seafood products and brands in different buying situations"

Project number: 2008-710
Project Status:
Completed
Budget expenditure: $0.00
Principal Investigator: Byron Sharp
Organisation: University of South Australia
Project start/end date: 14 Mar 2008 - 13 Mar 2011
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Need

The PDRS is expected to work on projects for which the industry expresses an interest (Cf. Sellfish TBP).

The SellFish theme contributes to both of the Australian Seafood CRC’s research programs "Value Chain Profitability Program (Program 1)" and 3Product Quality and Integrity Program (Program 2)". The Seafood CRC R&D Programs aim to deliver thirteen major outputs. Two of these desired outputs specifically require marketing research. They are Output 1.6 (Removal or reduction of barriers to seafood consumption) and Output 2.5 (Communication of consumer health benefits and risks).

Consumption of selected seafood products sold by Australian Seafood CRC participants will increase, through an increased of products satisfaction by existing customers and through the recruitment of new customers. The impact of activities carried out as part of this theme will be measured using an “omnibus” survey in one or more Australian cities where a selected cohort of consumers will be monitored over the life of the Seafood CRC. Additional consumer surveys and sales data will be used to assess the effectiveness of specific projects.

There are many general questions to be answered about barriers and drivers of seafood consumption, and it is expected that most CRC industry participants will find the answers useful. All seafood CRC industry participants will therefore be asked to cooperate in funding the necessary projects. These general questions will be considered in the early projects conducted by the CRC, thereby establishing a level of basic knowledge and common understanding in all CRC industry participants and research providers. These early projects will also be important in establishing relationships and credibility between industry participants and researchers. Much of the seafood produced by CRC participants is exported and it follows that market research should be conducted in those export markets.

SCRC: Corporate membership of the Ehrenberg-Bass Marketing Research Institute

Project number: 2011-764
Project Status:
Completed
Budget expenditure: $0.00
Principal Investigator: Larry Lockshin
Organisation: University of South Australia
Project start/end date: 24 Oct 2011 - 29 Jul 2014
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Need

The previous relationship between Seafood CRC and EMBRI went wrong because the CRC was asking EMBRI to do things that had no relationship to their R&D interests. The relationship is now much better as a result of meetings with the new head of marketing where the CRC learned about what EMBRI prefers to investigate. EMBRI has an interst in the science of industry - wide marketing and has a high degree of expertise in this area as it relates to wine. The involvement of Tassal with the CRC and EMBRI is also a positive development.

The CRC needs professional input into all of our marketing projects. This input is needed at the early project develpoment phses, during execution and during reviews. We also need a capaifty to deliver professional marketing R&D if we are to gain significant interaction with supermarkets, large seafood wholesalers and large seafood producers such as Tassal that employ their own professional marketing staff.

As a way to cement a new realtionship with EMBRI it has been proposed that the Seafood CRC joins the institute as a Corporate Member.

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