Canada Beef Inc.
Global Marketing Strategy Overview
Canadian Angus National Convention
June 7, 2013 Guelph. ON
John Baker,
Executive Vice President, Global Marketing
Topics
• Canada Beef Inc overview
• 3 Year strategic plan
• 2013/14 marketing priorities
• Canadian beef brand strategy
• Export perspective
2
Canada Beef Inc.
• Vision: “A Dynamic Canadian Beef Advantage
Delivering Recognized Value"
• Mission: “Innovative, Collaborative & Sustainable
Canadian Beef Solutions”
3
Canada Beef Inc. is Funded Through National Check Off
& Leverages Various Government Funding Initiatives
4
Global Representation
• Canada
Calgary
Mississauga
• Mexico
• Japan
• Korea
• Hong Kong
• China
• Taiwan
5
3 Year Strategic Plan - Priorities
• Development of the Canadian Beef Brand and leveraging the
points of differentiation provided through the Canadian Beef
Advantage
• Prioritization of global markets – highest values
• Collaborate with supply chain partners & targeted customers
that align with the Canadian beef value proposition
• Leverage investment through long term-based relationships
• Enhance domestic consumer perceptions & protect share
• Align stakeholders to a common brand promise
• Measurable results & Fiscal transparency
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Key Assumptions & Considerations
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•
•
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Decreased beef production in 2013/14
JBS long term stability & export recovery
Strong $CDN (compared to $USD)
Enhanced Market Access
• Japan UTM, Plant approvals for China, Russia WTO,
•
•
•
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Non tariff trade barriers (China, Taiwan, Russia)
Pending FTA’s (CETA, Korea)
Need for Flexibility, Scalability and Sustainability
Long term funding stability
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Strategic Objectives
• To have Canadian Beef recognized for its premium quality,
safety and value in priority markets
• Utilize priority markets to drive incremental product values
• To enhance Canadian Beef brand loyalty with consumers
• To preserve/maintain consumer confidence in the
Canadian beef industry
• Align industry stakeholders to foster collaborative,
sustainable Canadian beef solutions
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2013/14 Marketing Strategy is based
on 4 Marketing Priorities
Market
Segmentation &
Development
Brand
Differentiation
Connect
Consult
Communicate
Collaborate
Product/Industry
Image
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Stakeholder
Connectivity/ ROI
Brand Differentiation
• Create a differentiated and premium brand identity through establishment
and communication of the CBA, the combination of our unique selling points
which support our value proposition
• Brand strategy will be comprehensive and targeted to include both technical
and emotional attributes
- Technical (Genetics, Meat Quality & Food Safety Assurances)
- Emotional (Natural Resources/Environment, Commitment industry/producers,
Positive reputation of Canada/Canadians)
• Must be supportive of Industry brands (Packer, Producer, Retailer)
• Ongoing development and delivery of the “Canadian Beef Story” to enhance
consumer confidence in Canadian beef industry
10
Reputation of Canada and Canadians
• Reputation Institute's 2012 Country RepTrak(TM)
– Data from 42,000 respondents categorized Canada
as having the best reputation of 50 countries
around the world.
– The study measures the overall Trust, Esteem,
Admiration and Good Feelings towards a country.
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42,000 respondents rate Canada #1for 2 years running
Reputation of Canada and Canadians is an
important attribute of the Canadian Beef brand
• Study found that being perceived as a “safe”
country and a country with “friendly people” are
the “most important attributes that drive a
country's reputation”
• Study found “a very strong correlation between a
country's reputation and people's willingness to
visit there and to buy its exported products and
services”
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14
15
Product/Industry Image
• Create an affinity for Canadian Beef
- Enhance the emotional connection between consumer and Canadian beef
industry based on trust
- Culinary connection to consumers on the unique benefits of Canadian beef
Trust in Industry / Culinary Connection
Food & Lifestyle Media
Social Media
Brand Partners
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Market Influencers
MEETING CONSUMER DEMANDS
Industry
Ambassadors
Social Footprint
www.facebook.com/
ILoveCanadianBeef
https://twitter.com/CanadianBeef
http://www.youtube.com/user/b
eefinfo
www.beefinfo.org
http://www.linkedin.com/compa
ny/2310201
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http://www.flickr.com/groups/1
588939@N21/pool/
http://pinterest.com/canadianbeef
Market Segmentation & Development
• Defined portfolio of high value priority
global markets
• Align with industry to identify customers in
regions/market segments that value unique
attributes of CBA -develop long-term
partner based relationships
• Align with industry to identify product
opportunities in each market segment to
drive incremental value growth
• Provide insightful and timely market
intelligence to industry partners to support
management and investment decisions
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Stakeholder Connectivity/ROI
• Align and empower industry with consistent brand
positioning and execution
• Collaborate with industry organizations to support timely
and effective management of emerging issues
• Broadened and enhanced communication channels and
programs to a multitude of stakeholders, industry partners
and governments
• Clear Performance Measurements and results
transparency
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Performance Measures
• Canadian versus US Cutout Value
• Market Share of Domestic Market
• Retail/Wholesale/International Demand Indexes
• Consumer Confidence rating of Canadian Beef
• Increased Commitment to the Canadian Beef Brand by
Targeted Customers
• Buyer Perceptions of Canadian Beef versus Global
Competitors
• Return on Stakeholder Investment for Marketing Efforts
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Program Budget Allocations by Market
Global
Canada
USA
Opportunity
Japan
ME/Europe
SE Asia
Korea
Hong Kong
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China
Latin
America
Canada 26%
Global 14%
ROW 53%
Opportunity 7%
Enhanced Operational Efficiencies
• Strategic shift away from dedicated individual
markets to a “regional hub” approach to increase
operational efficiencies (Latin America, SE Asia,
Europe/Russia, MENA)
• Extend reach and leverage investment through
collaboration with Trade Commissioners in export
markets
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Exports represent 30% of fed carcass value
2012 =
$462.99
Per/hd
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Top 10 Beef Exporting Nations as a % of Production,
2012p
New Zealand
83.4%
Australia
64.8%
Uruguay
59.4%
India
43.5%
Canada
37.5%
Brazil
14.7%
Argentina
10.8%
United States
10.8%
EU-27
5.6%
China
Source: USDA
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1.1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
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26
27
2012-2017
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Disposition of Canadian Beef
ROW
Mexico
US
HK & Macau
Japan
Domestic Consumption
1,750
'000 Tonnes
1,500
1,250
1,000
750
500
250
0
90
Source: Statistics Canada, CRS
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92
94
96
98
00
02
04
06
08
10
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Domestic Brand Partners
• Building brand equity through licensed partners
• 120 signed licensees spanning all trade sectors with a focus on industry leaders
• 23 International licensees in 5 countries
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Canada Is Well Positioned To Be A Global Leader
Natural
Resources
Committed
Global
Marketing
Animal
Health
Systems
Consumer
Preference
“Image”
Food
Safety
Systems
National
Quality
Grading
Standards
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Breeds/
Genetics
On Farm
Production
Systems
National Cattle
Identification
System
Strong Global Competition
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Summary
• Canadian beef needs to be positioned as a premium beef
offering in global markets
• A differentiated premium brand positioning leveraging our
unique attributes is our highest marketing priority
• A balance of high valued export markets and our domestic
market are equally important
• Market access hurdles remain but industry & government must
continue to negotiate viable access to key international
markets
• The Canadian Beef brand is your brand, get behind it!
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