RAC QLD: Queensland Seafood Marketing Symposium
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
Final report
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.
Seafood Marketing Symposium 2020
SCRC: Marketing Master Class 2009
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
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..