468 results
Industry
PROJECT NUMBER • 1992-126
PROJECT STATUS:
COMPLETED

Electronic marketing of fisheries products

In an earlier ABARE study of the efficiency of seafood marketing (Smith and Reid 1993) it was suggested that alternative marketing arrangements have the potential to improve the efficiency of seafood marketing. Among the options canvassed was the possibility of developing electronic marketing of...
ORGANISATION:
Department of Agriculture, Fisheries and Forestry (DAFF) ABARES
Industry

RAC QLD: Queensland Seafood Marketing Symposium

Project number: 2016-262
Project Status:
Completed
Budget expenditure: $40,000.00
Principal Investigator: Marshall Betzel
Organisation: Queensland Seafood Marketers Association Inc (QSMA)
Project start/end date: 29 Dec 2016 - 30 Jul 2017
Contact:
FRDC

Need

Although a $2.7 billion industry,the Australian Seafood lags behind otherp rimary producers in its ability to centrally organise, market and represent itself to consumers,regulators and the general public.

There remains a strong need for seafood producers (fishers and farmers) to understand the curren seafood market, supply chainand advances in product development and marketing.

A marketing symposium would provide industry with an update on the current trends and approaches, it would further benefit industry by benefit industry by:

1. Informing participants how effective marketing works
2. Inspiring participants with practical examples of effective marketing they could apply at a sector, category or company level.
3. Showcase examples of effective marketing for domestic demand, export, trade and industry goodwill
4. Identify and explain new marketing channels and the opportunities they present
5. Demonstrating how to incorporate a systematic approach to developing a brand
6. Identifying meaningful and distinct consumer markets through market segmentation

It is clear that the priority audience for the symposium are fishers and farmers looking to improve their profitabulity

Objectives

1. Create and promte a 1 day marketing symposium

Final report

Author: Marshall Betzel
Final Report • 2017-09-29 • 376.07 KB
2016-262-DLD.pdf

Summary

The initial proposal to hold a marketing symposium in Queensland was based on the need to bring Industry together with particular reference to the post-harvest sector to provide, exchange and discuss information in an open forum regarding trends and/or needs in the existing value chain process which will lead to product reaching its market in ultimate post-harvest condition and value. Concepts of market brands, brand orientation, consumer trends, market segmentation, packaging and distribution were all key elements of the symposium subject matter.

One of the key messages that resonated strongly throughout the symposium was that as an industry, we don’t communicate with consumers or the community in general about how sustainable Queensland Seafood is or its value in terms of nutrition and wholesomeness. Similarly, the sustainability message of how our industry operates is also absent in our marketing.

There was a strong consensus amongst the delegates that these areas should be addressed, and that perhaps the central theme of the next symposium should be what effective strategies and methods should we as an Industry consider in engaging and creating awareness within the community as to our high level of sustainable practice and social responsibility.  

Project products

Presentation • 27.04 MB
2016-262-Presentations.pdf

Summary

Presentations by the following presenters are available to download as PDF:

  • Hayley Abbott
  • John Connelly
  • Chanel Day
  • Claire McAsh
  • Chris Calogeras
  • Sam Gordon
  • Alan Adams
  • Peter Horvat
  • John Sussman
  • Arthur Raptis
  • Ben Hale
Industry
Industry
Industry
PROJECT NUMBER • 2019-084
PROJECT STATUS:
COMPLETED

Seafood Marketing Symposium 2020

The Queensland Seafood Marketing Association (QMSA) produced a series of 8 Webinars with the focus on seafood marketing information. This was to coincide with the launch of Great Australian Seafood television campaign in late 2020, empowering industry to to take advantage of this campaign and apply...
ORGANISATION:
Queensland Seafood Marketers Association Inc (QSMA)
Industry

SCRC: Marketing Master Class 2009

Project number: 2009-748
Project Status:
Completed
Budget expenditure: $0.00
Principal Investigator: Nick Danenberg
Organisation: University of South Australia
Project start/end date: 14 Jun 2009 - 14 Dec 2009
Contact:
FRDC

Need

It is common within the CRC and more broadly throughout the seafood industry, that producers talk about marketing, while most of them having in mind a limited range of marketing actions (such as advertising). In many cases, seafood industry players are more product-oriented, not knowing on which plates their product will end up. In other words, they don't know very much about the end users of their products, nor their needs. As mentioned in a several occasions and reports, there is a need for the industry to be more market-oriented, to better understand its market in order to deliver greater value to the end-users. In brief, there is a need for industry participants to better understand how consumers and markets’ expectations can be turned into strategic marketing actions for their company.

However, equally there is a need at the organization level for seafood industry members to improve their marketing skills, so they can better serve their market(s). There is also a need at the industry level to improve seafood industry participants marketing skills so they can better understand and use outcomes of the various marketing-based projects that are planned as well as better express their needs for market and marketing research for the next few years.

Final report

ISBN: 978-1-925982-25-1
Authors: Dr Nick Danenberg Dr Herve Remaud
Final Report • 2009-12-15 • 913.12 KB
2009-748-DLD.pdf

Summary

The Seafood Marketing Master Class series was developed when the Seafood CRC identified that its industry participants did not have a basic core understanding of the fundamentals of marketing. It was also identified that CRC industry participants demonstrated a lack commitment of towards marketing research projects.

In response to this, the Ehrenberg Bass Institute of Marketing Science via University of South Australia were engaged to run a series of Master Classes in the basic principles of marketing with a seafood focus.

110 people were trained in the basics of marketing principles over 8 locations during 2009 and 2010. The course was very well received by all participants and a number of recommendations were made to improve the session. It is not anticipated that the CRC will run this master class again..

Silver perch industry development: development of a model marketing plan and critical path to facilitate a strategic approach to the marketing of silver perch

Project number: 1992-125.21
Project Status:
Completed
Budget expenditure: $33,440.00
Principal Investigator: Norm Grant
Organisation: Pacific Seafood Management Consulting Group Pty Ltd
Project start/end date: 29 Oct 1994 - 9 Mar 1998
Contact:
FRDC

Objectives

1. To establish a framework of suitable options on which to base the design of a model marketing plan for the silver perch industry
2. To facilitate the development, by industry, of a silver perch marketing plan and related marketing strategies
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