Assembling a marketing plan to drive growth

Building a marketing plan on behalf of industry is not dissimilar to construction of a new model car. Undertaking research, involving key stakeholders in the process and knowing the customer are fundamental to the build. 

Just like a motor vehicle, a well-constructed marketing plan comprises many moving parts and intricate components which all come together in a neat package that delivers high impact. 

According to Hort Innovation Head of Marketing Impact and Outreach, Gillian Reilly, development of the marketing plans for apples and pears involves a multi-faceted and collaborative approach to ensure the plan and its campaigns are underpinned by fact, understanding and identification of challenges and opportunities. 

Industry representatives play an important role in the collaborative brand planning process.

“Pivotal to the collaborative brand planning process is the involvement of industry representatives in a two-day workshop. Together we review all the market, consumer and marketing effectiveness data, drawing out the key facts,” Gillian said. 

“We then consider the data and evidence through the lens of industry’s priorities; it’s an important part of how we decide which challenges and opportunities to capture and address in the plans we develop together.” 

Gillian said the plans developed from the workshop were informed by robust data, sourced via various consumer insights channels. This data removes opinion from the decision-making process. 

“Decisions are based on what consumers think, feel and do. The data from consumer research gives us the confidence to develop targeted campaigns.” 

The annual marketing investment plans for apples and pears for the 2023–24 financial year have each been shaped by a set of evidence-based facts specific to each commodity. 

The barriers to purchase and consumption are also clearly identified. In the case of apples, the top barriers relate to poor fruit quality instore.  

“Growers work hard to deliver good quality fruit to the retailer, so we’ve introduced the quality, merchandising and retail education program to make sure that focus and commitment to quality is carried through to what consumers see on the shelves,” Gillian said. 

The current marketing campaign for apples is strategically designed to improve the quality of apples instore.

A perceived lack of ‘excitement’, when compared with other healthy snacks that consumers can choose from, is another identified barrier to purchase. 

In response, the marketing campaign now in place for apples is strategically designed to improve quality of apples instore. 

“We know that one bad eating experience can stop a shopper buying fruit for eight weeks, so the campaign we’re investing in aims to reduce those negative experiences,” Gillian said. 

The pears strategy is largely designed to help consumers rediscover a love of pears, which according to research is the ‘forgotten fruit’. 

One of the main areas of focus for the pears marketing plan is educating consumers on how to choose, use and ripen the fruit.

“To reignite enthusiasm for pears, the marketing plan has two major areas of focus: educating consumers on how to choose, use and ripen the fruit; and inspiring consumers instore and online through beautiful imagery, displays, tastings and advice,” Gillian said. 

The export marketing programs for apples and pears have also been framed by data and fact – ensuring funds are strategically directed to markets and activities that offer the greatest potential for return on investment. 

Once the marketing campaigns become active (as they are now), the momentum remains. Each campaign is monitored closely with advisory panel oversight and reporting processes in place. The impact of each campaign is heavily scrutinised and the learnings help to inform the following year’s marketing activities. 

This article was first published in the Spring 2023 edition of AFG.