„future of meat consumption“ ama marketing strategies · joe zawinul jazz musician (1932-2007)...
TRANSCRIPT
„Future of Meat Consumption“
AMA Marketing Strategies
Dr. Stephan Mikinovic
Content
• Impressions of Austria
• Facts & Figures of Austria
• Meat & Sausages
• AMA Quality Management
• Marketing Strategies
Impressions of Austria
Fleisch & Wurstwaren
Famous AustriansArnold Schwarzenegger Governor of California
Empress Elisabeth, „Sisi“
The sound of music
Wolfgang Amadeus MozartComposer (1756-1791)
Franz Joseph HaydnComposer (1732-1809)
Johann StraussComposer (1825-1899)
Vienna Boys Choir Joe ZawinulJazz musician (1932-2007)
Herbert von KarajanConductor (1908-1989)
Historical monumentsHochosterwitz Castle
Monastery of Melk
Schönbrunn Palace
Facts & Figures of Austria
„Green & clean“
High enviromental standards
Diverse landscapes - diverse products
Farming methods in harmony with man and nature
Austria...
GMO-free
Austria‘s Profile
The French have their delicacies, the Italians are fancy, the Scandinavian are reserved,...
and Austria‘s competitive advantage:N a t u r a l n e s s
Market research among European consumers:
Austria‘s ProfileLogo for campaigns abroad
origin pleasurequality freshness
Structure of Austrian agricultureSize of agricultural holding: 29 ha
Ø livestock/holding:20 cattle
9 cows38 pigs
Small and medium-sized farmsgreat importance of direct marketing
Strong competition within the EUinnovative products and marketing ideas
Consumer requirementsFreshness and qualityMeat crises safety and health The origin of the animals, breeding conditions and feeding practices are becoming more important
Food productionStringent food legislation(Codex Alimentarius Austriacus)
High percentage of organic farms (15 % by area)
Natural production methods (83 % of the agriculturalarea is comprised in the Austrian environmentalprogramme)
Food manufacture as a craft
Spending for food in European countries in 2006(percentage of net household income)
Poland
Slovakia
Hungary
Czech Republic
Italy
France
Belgium
Austria
Finland
EU 27
Germany
The Netherlands
Luxenburg
Great Britain
Irland
Spending for food: only 13 % of total expendituresMonthly budgets in the year 2005
Total: EUR 2.540,--
Cafés, restaurants
Education
Recreation, leisure
Communication
Transport
Health Furnishing
Clothing and shoes
DwellingDwelling
Alcoholic, beverages& tobacco
Food, non-alcoholicbeverages
Others
Average monthly budget for fresh productsin Austria in 2007
Total: EUR 127,8
sausage & ham
milk/yoghurt/butter
meat incl. poultry cheese
fresh fruit
fresh vegetable
ready meals
Durable fruit & vegetableeggs
potatoes
Per capita consumption of meat in Austriain the years 1959 to 2007
53,4
100,2
31,3
58,0
16,2
2,83
18,219,8
0,0
20,0
40,0
60,0
80,0
100,0
120,0
1959
1961
1963
1965
1967
1969
1971
1973
1975
1977
1979
1981
1983
1985
1987
1989
1991
1993
1995
1997
1999
2001
2003
2005
2007
Meat totalPorkBeef & vealPoultry
Q: Statitik Austria, Versorgungsbilanzen
Changes in shopping behaviour
17
6
8
42
51
53
48
26
41
44
29
38
31
29
47
11
14
7
3
38
4
2
5
2
beef
veal
pork
chicken
turkey
fish
more same amount less not at all
Question: Compared to 10 years ago, please tell me whether you buy more, the same or less of the followingproducts?
Quelle: RollAMA Motivanalyse Juni 08/ AMA MarketingAngaben in %, n=963 Fleischkäufer
PorkThe European per capita consumption of pork
kg/year
60,5
57,9
57,8
55,7
55,4
47,9
46,7
45,2
44,8
40,8
39,3
35,4
34,7
34,3
34,1
31,3
31,1
27,9
24,9
16,3
0 10 20 30 40 50 60 70
Spain
Austria
Denmark
Germany
Poland
Belgium/Luxemburg
Hungary
Portugal
Czech Republic
The Netherlands
Italy
Sw eden
France
Romania
Finland
Irland
Slovenia
Greece
United Kingdom
Bulgaria
Image of meat
40
575659
26
14
49
10
40
56
4653
4742
42
75
56
4346
7173
2427 26
6666
50
8175
62
42
72
57
low-priced
easy to cook
high quality of meat
good taste
can be prepared in many ways
healthy
low-fat
safe to consume
for special occasions
for the family
positive image
porkbeeffowl
Question: Which of the following criteria apply in your opinion to the varieties of pork, beef or poultry?
Quelle: RollAMA Motivanalyse Juni 08/ AMA Marketing Angaben in %, n=963 Fleischkäufer
CEOControlling EU/Public Procurement LawCorporate Communication
Product-Marketing
Dairy products
Meat / meat products, eggs & poultry
Fruit, vegetables & potatoesOrganic food
Market research
Fairs
Export marketing
Special projects
Marketing-Service
Meat / meat products
Farmers beef / pork
Fruit, vegetables, potatoes,eggs and poultry
Dairy products
Structure of AMA Marketing
Marketing-Management
Quality-Management
Marketing instruments and objectives
The Agrarmarkt Austria Marketing GesmbH. uses theinstruments of classical advertising, salespromotions and PR.
Its objectives include the raising of the awarenessof consumers for the importance of quality, freshness and the origin of agricultural products.
Marketing activities do not only focus on Austria, but also on other EU markets, above all on Germany, Italy, and the new Eastern European markets.
Meat & Sausages
Meat & Sausages
Kochpökelware (cooked pickled meat products)
Brühwürste (steamedsausage products)
Gebratenes (specially dried smoked meat products with a longstorage life)
Rohpökelware (raw pickled meat products, usually specially smokedand dried for a distinctive taste and a long life)
Raw sausage (sausages based on raw meat and also eaten raw)
Enormous diversity: more than 300 varieties
Meat & Sausages
Long tradition in meat production
Natural production methods on family farms
Agricultural Production
Efficient health standards for animals:No foot-and-mouth disease since 1981No cases of BSE
Quality assurance programs for livestock breeding
75% of cattle on farms with less than 50 animals
Leading within the EU in terms of technology and hygiene (strictly controlled by the Austrian authorities)
Strict veterinary regulations
Processing
80 meat processors in Austria, all of them meet EU requirements
Meat & Sausages
Quality assurance programs of AMA Marketing GesmbH
0
10
20
30
40
50
60
70
80
90
100
A I E F D B EL EU-15
S NL L FIN P DK UK IRL
Taste
Price
Quality/Freshness
High quality awarness in AustriaCriteria influencing the consumer behaviour
Quelle: L.Frewer, E.Risvik, H. Schifferstein (Eds.), Food, People and Society 2001, zitiert nach M. Lennernäs 1997
For which kind of food do you consider of quality seals most important?
Source: IGF / AMA Marketing, MTU 2007
7872
7070
5552
4646
4343
3934
2618
1416
1618
2324
3128
2930
2526
2515
46
68
141615
171918
2125
2721
12
32
445555
910
1217
234345444455
929
PoultryBeefPorkEggsMilk
SausagesCheesButter
Fresh fruitFresh vegetables
FruchtjoghurtPotatoes
Frozen VegetablesInstant meals
0% 20% 40% 60% 80% 100%
Veryimportant
important Lessimportant
Normallyimportant
Not at all important
Quality as decision-making aid
Quality seals in agricultural marketingAgrarmarkt Austria Marketing GesmbH. has developed various qualityassurance programs using different symbols to differentiate betweenthem.
The AMA Quality Seal indicates origin and quality. For the consumers it guarantees proof of origin, higher quality than required by law and independent monitoring.
The AMA Bio-label may only be used fororganically produced foods.
The „bos“ symbol stands for the beefidentification system guaranteeing continuoustraceability from birth of the animal to consumption.
41
95
41
95
37
91
30
90
spontaneous recall
supported recall
2008200720052004
Angaben in Prozent, n=1006 Befragte, rep. A
The level of awareness of the „AMA-Gütesiegel“ is on the increase
Quelle: IGF / AMA Marketing, MTU Februar/März 2008
Without presentation*)
With presentation +)
*) „Which quality seals for food do you know?“
+) „Have you seen this symbol before?“
AMA Quality Seal program for meat
35 - 40% market share of the total market of fresh labelled meat.
Integrated program for proof of origin and quality. Contracts with
8.148 farmers (as of September 2007)49 slaughter houses (as of September 2007)
Quality standards and independent quality monitoring for each step in the chain of distribution.
For beef, pork, turkey, lamb and other foodstuffs (milk, butter, cheese,...)
Source: AMA Marketing
Meat sold in self-service or at the service counter
The AMA Quality Seal
HIGH QUALITY
Proof of ORIGIN
INDEPENDENTINSPECTIONS
Requirementsfor the farmer signing the contract
No chemical performance boosters in the livestock feed (e.g. antibiotics)
Restricted origin (domestic animals only)
Mandatory membership of the animal health service(record of applied drugs, animal welfare, supervisingveterinary)
When applying drugs: waiting period 50 % longer than required by
law.
Source: AMA Marketing
Supervisoryinspections
Externalinspections
Self-monitoring
Commissioned by the licenser or carried out by AMA employees.
Commisioned by the licencee(agencies contracted by the AMA Marketing)
Inspection of the agencies of inspectors
Independent inspections / auditswithout piror notice
Implemented by the production manager in charge oreployees ordered to do so.
Internal quality management
Controlling
Marketing Strategies
AMA AMA -- strategystrategy forfor meatmeat marketingmarketing
Awarness of quality
Confidence and enjoyment
Market development
• Higher awarness of quality in livestock breedingthrough
• Specialisation and quality standards• Wider use of the AMA Bio-label and increase of
confidence in organic food• Increase of food safety and traceability• Further development of the commitment to quality• Communication about the quality advantage of food
with the AMA Quality Seal
Initiative for quality awarness
• Austria´s agriculture as part of the cultural tradition• Increase of the awarness that farmers preserve the
natural beauty of the landscape• Increase of the appreciation of high-quality domestic
agricultural products• Increase of the confidence in agricultural products by
informing on their incredients• Encourage to understand cooking as fun and pleasure
and to enjoy fresh meals from domestic products• Cooperation with the local gastronomy to prepare
traditional dishes with domestic products
Initiative for confidence and enjoyment
• Identification of market potentials, developmentof new sectors and niches
• Strategic cooperation with retail salescompanies
• Information within the EU on typical Austrianagricultural products an their outstanding quality
• Continued strengthening of the position of Austrian products within the European retailsale
Initiative for market development
Past: „Make live easier“Today: „Make live rich“
FOODFOOD
Pleasure Quality
Origin
Nutritional value, effect
Freshness
Authenticity
SubstainabilityHealth
Preparation
AMA Marketing ActivitiesMeat and Meat products
TV-Commercials
Advertorials
Quality initiative
Geschalten in div. Medien: Krone Bunt, Kurier Freizeit, Die Presse, Österreich, insgesamt 15x 1/1
Quality assessment of Austrian food
8385
89 8885 85 85 85 85 84
86
72
84 84
80
8482
86
7982
77
84
55
7780
7577
7375
73
7774
78
55
65
6967 67 67 68 69
7472
75
64 65
7067
62
68 6866 66 66
71
40
50
60
70
80
90
100
1995 1997 1999 2000 2001 2002 2003 2004 2005 2006 2007
milk, butterbeefporkfowlfruits
„particulary high quality“
AMA Marketing ActivitiesMeat and Meat products
AMA Marketing ActivitiesMeat and Meat products
Campaign „Fleisch bringt‘s“Campaign „2 % Fat – 100 % Enjoyment“
New TV-Spot144x ORF + 756x Privatsender, 27.1.-22.2.2009
Beef
Pork
Poultry
New TV-SpotORF, 9.-28.9.2008, 54x
Beef
Pork
Poultry
AMA-Grillclub(Barbecue club)
Intention: Better results of barbecues
Cookbooks
200.000 pieces400.000 pieces
Cooking withbeef
Cooking withpork
BookletsReprints and new editions of various meat booklets
2008: 1,6 Mio. pieces
BookletsReprints and new editions of various booklets about meat and eggs
2008: 1,6 Mio. pieces
Thank you for yourattention!