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USMEF Pork & Allied Industries Committee May 26, 2005

Western Hemisphere & Europe, Russia, and Middle East. USMEF Pork & Allied Industries Committee May 26, 2005. “ Added Value Promotions” … A Recipe for Continued Success in Mexico Gilberto Lozano. Spicy and Flavorful Goals. Increase Sales Volumes of Selected U.S. Pork Items.

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USMEF Pork & Allied Industries Committee May 26, 2005

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  1. Western Hemisphere & Europe, Russia, and Middle East USMEF Pork & Allied Industries Committee May 26, 2005

  2. “ Added Value Promotions” … A Recipe for Continued Success in MexicoGilberto Lozano

  3. Spicy and Flavorful Goals • Increase Sales Volumes of Selected U.S. Pork Items. • Introduction of new U.S. Pork cuts in the Retail meat case • Create major visibility for the Red Meat Department within the General Store Context. • Create and reinforce Final Consumer Loyalty.

  4. The “Recipe”… • Ingredients : • 3 to 4 Selected products to be promoted • 1 Search for a show with refinement • 300,000 Coupons for introduction of new Pork cuts. • Plenty of Personal Advertising and 3PC materials by Supermarket Chains. • A pinch of Education as desired (Seminars)

  5. How to prepare… Make sure you follow the following directions to end with adequate results Make sure to use all your measuring cups (“ Measurable” In terms of Sales Volumes) 2. Don’t be afraid of incorporating new ingredients into the pot. Help in the New Cuts Introduction Process. 3. Add as you desire a pinch of U.S. Pork. Key Messages to a Huge Audience (3,900 persons to attend the event and 7,000,000 through “Advertising Mix”) and get great results !!!.

  6. The Weight Gain - Gigante

  7. The Weight Gain - Comercial Mexicana Data from World Trade Atlas

  8. Caribbean Liz Wunderlich

  9. Market Opportunities • Tourism/Economic optimism • Big growth in some of the islands with over-flow from Grenada, Caymans and Jamaica; re-building in hurricane islands • In the Dominican Republic with new president and economic stability • Chefs and Retailers More Open-Minded to New Products and Ideas.

  10. Caribbean-- Pork -- • Driver in Pork Exports is from the D.R. and Trinidad • For processing • Pork Facing Strong Competition from Brazil, Canada and EU so trying to differentiate US pork • Focus is on Value-added pork • Enhanced/Marinated pork • Kurobuto/Heavy Marbled Pork • P.C. Double Rib Chop • Pig Wings • Fully Cooked Shredded, etc

  11. Menuing This Little Value-Added Piggy • Rewarding Chefs for any Value-Added Pork • Chef Competition (enhanced and fully cooked) • Featuring their recipes in retail promotions • Abaco Markets (enhanced) • Shipped recipe holders/recipes to five key retail islands (Bahamas, Barbados, Caymans, Bermuda, Turks & Caicos) • Adding Pork to Steakhouse or International Menus • Renaissance Aruba (double ribbed) • Solimar International (enhanced crown roast)

  12. Menuing This Value-Added Piggy • Trinidad & Tobago t.v. “Bon Monge” on enhanced pork • 4 restaurants added enhanced crown roast or loins • Featured t.v. star, chef, and winner of 2003 chef contest • Showcasing Pork Ideas in Sales Rep Teams • CAB Round Up (pig wings and enhanced)

  13. Follow up to Chef Competition • Promote recipes From Winners Promote Distributor Winners Promote Chef Winners!

  14. Pork: New Cuts to Market • Antigua: first enhanced pork after 2005 seminar (3x) • Bermuda: pulled pork after trade show • Bahamas: Pulled pork after seminar • Trinidad: Crown Roast on four new menus plus now at retail (along with 4 other enhanced products)

  15. CENTRAL & SOUTH AMERICA:Marketing & Competitive Strategy Ricardo Vernazza-Paganini Director, Central & South America US Meat Export Federation

  16. Outline • Overview of the Region • Strategy • Activities and Projects • Conclusions

  17. Overview of the Region - 19 countries • Diverse Population: 510 million • FTAs: Chile, CAFTA & Andean Pact • Exports: $30-40 million

  18. Strategy • Priority Markets • Strategic direction Guatemala, Costa Rica, El Salvador, Panama, Peru, Chile and Colombia Marketing standpoint Braziland Chile Competitive standpoint Emphasis in value-added/branded products Emphasis in HRI and Retail Sectors Emphasis in Business Partnerships/Joint Ventures

  19. Why Retail sector?- In 1 decade Latin American retail rate of expansion was similar to that achieved in the U.S. in 5 decades Source: Reardon, MSU (2003)

  20. Activities and Projects • Trade Servicing/Market opportunities - Chile, Brazil, El Salvador, Guatemala, Costa Rica, Panama, Peru and Colombia. - Seminar with US Companies • Market Research/Promotional Campaign - Retail sector: El Salvador - Position: US brand + safety & healthiness of US pork • Deli Seminars with importers/retailers - Honduras and Panama • Competitive Strategy Project: Chilean Pork Strategy in Korea - Stage I: Analysis of the Chilean Pork Industry - Stage II: On-country analysis of the behavior of Chilean Companies

  21. Conclusions • Region with potential to grow: - Improved economies and political stability - FTAs - HRI & Retail - Value added/branded products • Growing competitive threat of Brazil and Chile

  22. US Pork HRI & Retail PromotionRussia Jackie Hruby - Regional Director Washington DC, May 2005

  23. US Pork RM/VM Export to Russia January – March 2003-2005, mt

  24. Opportunities for HRI / Retail Promotions • Significant levels of economic growth (5% in Russia) • Increasing per capita incomes • Russian retail and HRI sectors are rapidly growing • Consumers are increasingly safety and nutrition conscious • US enhanced pork is an ideal meat for restaurants (juicy, tender, tasty) • There is niche for US high-quality pork in the retail market

  25. Pork HRI Festival and Retail Promotion • US Pork Festival supported by an extensive advertising campaign was held in 9 top restaurants and hotels in St. Petersburg: • Advertising describing the promotion and product in daily newspapers; • Media event at the opening and close of the promotion; • Electronic billboards in the city center; • Direct mailing of invitations to try new a la cart dishes cooked from US pork; • Education of restaurant personnel - seminars about the product. • Following the publicity surrounding the Pork Festival, US high-quality pork was introduced in 4 retail chains and a retail promotion was launched which involved: • Special packaging - U.S. Premium Pork; • Consumer education - TV ad, ads in supermarkets screens; • In-store tasting; • Intensive distribution of POS materials.

  26. Objective Increase popularity of US pork Deepen presence of US pork in HRI sector Increase sales of US pork Introduce US enhanced pork in the retail sector Results PR results - people got information about US pork and its advantages →positive image was created. All restaurants kept US pork dishes on their menu after the promotion. Sales increased by 7 times during the promo and 3 times after it ended, compared with pre-promo levels. Effective US Pork Promotion created the base for a US pork retail promotion launched by 4 retail chains one week after the HRI promotion ended. Promotion Results / Outcome

  27. Promotion Results - Value for the Industry

  28. Thank You!

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