NEWS

Selective Markets Supply Program (SMSP) Update May 2019

Southern Hemisphere Exporter shipments of Pink Lady® apples have started arriving into South East Asia and the Gulf. Pink Lady Development (PLD) have assembled a team from across the Pink Lady® network to support these markets and to develop highly visible and effective promotional campaigns and activity to support the sale of product, and grow the brand.

Given the additional resources, focus, and markets restricted to only selected committed exporters, Shipment forecasts to South East Asia and the Gulf show significant increases on previous years. Greater volume commitment to these markets is the first step in achieving our collective objective of creating strong new markets outside of Europe and the UK, and extending the brand’s global reach to new consumers.

Shipment Forecasts 2019

SMSP targets for 2019 illustrated in Figure 1 and 2:

Figure 1.
Annual Volume Shipped May – Apr (12 mths)
2016/17, 2017/18, 2018/19
SMSP Southern Hemisphere Forecast May-Nov 2019 (7mths)
SMSP Pro Rata Annual Volume based on SH Fcst. 2019 (12 mths)
Figure 2.
Annual Volume Shipped May – Apr (12 mths)
2016/17, 2017/18, 2018/19
SMSP Southern Hemisphere Forecast May-Nov 2019 (7mths)
SMSP Pro Rata Annual Volume based on SH Fcst. 2019 (12 mths)

 

 

 

 

 

 

 

 

 

 

 

 

Southern Hemisphere 7 month forecast will grow volume to South East Asia SMSP markets by +97% on 2018/19 actual shipments (purple bar). If we extrapolate that to 12 months (taking into account NH shipments to those markets) we achieve 167% growth (shaded purple bar).

Actual shipments to SMSP South East Asia in 2019 after 1.5 months are already 44% of last years total 12 month shipments

For the Gulf, the 12 month forecast will achieve +54% growth (shaded purple bar), with great support for Chilean fruit and strong established trading relationships with Northern Hemisphere exporters.

Marketing Support Program 2019/2020

On 17th May 2019, the SMSP team ran Roundtables for all 5 of the SMSP markets. The turnout for these was encouraging, with participants from all key exporters and export territories attending and providing valuable feedback and direction for the program. The focus for the Roundtables was the Marketing program to support imported volume and the development of the brand. SMSP will channel 4 x times the investment into marketing activity than in any previous year. Trade Marketing activities such as instore sampling and store-based promotions have been planned, and in most cases have begun rolling out. The way we present the brand in store will be more sophisticated and strategic than anything we have done in the past, and as we increase our distribution through the year we will introduce brand building activity to grow our reach and loyalty amongst the new consumers our stronger presence will attract.

To implement this we have appointed McCann Bristol UK  as our Global Agency. McCann Bristol currently develop all of our award winning and renown Pink Lady® creative in the UK market where we enjoy the highest market shares of any single country within our network. They will oversee the development of a consistent approach to marketing in each SMSP country, in collaboration with locally appointed agencies. In Thailand, McCann Worldwide Bangkok have been appointed as our local agency to assist with execution of our activities, and in Vietnam we have appointed Happiness to oversee the development of the brand. This local expertise is critical in ensuring the global message meets specific needs of consumers in each market. We look forward to building a strong, consistent Pink Lady brand presence to support the increased volume commitments of our partners.

About the Author:

Head of Commercial & Brand Development, Apple and Pear Australia Limited

cchester@apal.org.au