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Japan Market Update

Japan Market Update. Greg Hanes Director USMEF-Japan. Adapting Programs to Economic Conditions. Pork & Beef Target CVS, “bento”, HMR, Yakiniku & family style. Utilize integrated TA approach. Utilize new cost-effective technologies. Enhance training for retail demonstrators.  Beef

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Japan Market Update

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  1. Japan Market Update Greg Hanes Director USMEF-Japan

  2. Adapting Programs to Economic Conditions Pork & Beef • Target CVS, “bento”, HMR, Yakiniku & family style. • Utilize integrated TA approach. • Utilize new cost-effective technologies. • Enhance training for retail demonstrators.  Beef • Increase supply thru “select”, “ungraded”, & middle meats. Pork • Promote “high value” items.  

  3. Convenience Store USMEF worked with major H&S maker to replace European pork in bentos at major CVS – Family Mart, am/pm, Mini Stop, and Lawson. Family Mart – Yakiniku and Bulgolgi Bentos. Started mid- April at 6,700 outlets. Estimated usage – 30 mt/mo.

  4. Bento Chains • Origin Bento Chain – 537 outlets • US pork tonkatsu & other bento menus. Est. usage – 200 mt/mo • Beef in two permanent dishes & special promotion – est.44 mt/mo.

  5. Target Account Specific Goal: Identify and work with target accounts with highest potential to move product during down economy. Ex: Specific pork promotion campaign at all AEON group stores – 1,800 outlets. Supported with consumer PR & “Erabarete No. 1” message.

  6. Marketing Technology NET Shopping Internet Promotion: Develop banners, info, and pork recipes with “one-click” shopping. IY Shopping - sales increased 258% in volume and 384% in value. Mobile Site: Establish permanent mobile site with relevant consumer info. QRC will link with PR and promotion efforts. Push “Mail-Maga” to Mobile and PC: Features, info, promos, where to purchase, recipes, etc. Bloggers: Utilize bloggers at cooking events/ activities. Results in extensive positive publicity.

  7. Retail Demo Training Improve ability of tasting demonstrators to proactively sell product. Developed Training DVD with famous “Charisma Demonstrator”. “Train the Trainers” seminar at target accounts.

  8. Beef Success Stories Ishintei Yakiniku: Began ungraded chuck flap & outside skirt at 10 outlets. (3 mt/month) Expand beef supply by utilizing “select” and “ungraded”. York Benimaru: 30% of chuck short rib sales (total 15 mt/mo) and sirloin (4 mt/mo) were select

  9. Beef Success Stories Goal: Expand sales of US middle meats • Leading Hotels : Imperial Hotel, Okura Hotel, Hotel New Otani, Yokohama Bay Sheraton • Restaurants: (108 mt/mo – rib eye & sirloin) • Lawry's • Jonathans • Volks/Steak no Don • Vicky’s • Gusto • Retail: (228 mt promotion) • 7&iHoldings Group • Seiyu • Daiei • Comodi Iida

  10. Pork Success Stories Goal: Expand sales in retail “sozai” sections. Major retailers (Ito Yokado and Daiei) utilizing and labeling US loins and tenderloins in sozai products. IY Est. usage – 28 mt/mo

  11. Pork Success Stories Goal: Introduce and expand use of “high value” pork cuts. • Introduced back ribs - 3 major shows. • IY and Aeon will introduce • Working w/ USMEF on menu development. • Back Ribs now carried at Red Lobster restaurants.

  12. Discussion

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