AUSTRALIAN WILD

ABALONE®

Tasmanian Abalone Council AGM 2015

Australian Wild Abalone® Work in progress……….

Since 2012 – Building the foundation of an international Market Education Program with the ultimate objective of

promoting Australian wild abalone products to our key markets

AWA® Management Team objectives set by AWA® Exporters

since 2012

AWA Program assets being developed; Australian Website/Facebook/Twitter

China/Hong Kong Website/Weibo/Wechat AWA™ Promotional Collateral

NanoTag Brand Protection System Government Certified Industry Trade Mark

Market Development Strategy Various in-market activities being trialed and assessed by

AWA® Exporters

Seafood Expo Asia 2015

Australian Wild Abalone® Collaborative stand #5-616

Australian Wild Abalone® Masterclass

Savour Tasmania 2015

Australian Wild Abalone® Entree from Ralph’s Tasmanian Seafood

Launching

DIVER

CAM

AWA®

www.awachina.com.cn

East Asian web users are different from Western - East Asian online behaviour is different to Western

behaviour - The average Chinese Netizen spends 25 hours online

every week

- 89% using mobile phones to access information

- 1.3 Billion mobile phones in China - Managed in China by people who understand Chinese

online behaviour and can keep up to date AND understand our industry

Exporters to Business (B2B) engagement & B2C

• Huge audience - importers/distributors, Hotels and Restaurant purchasers/chefs and the end consumer – focusing on Hotels & Restaurants and retailers - business

• To inspire and engage the chefs and retailers by leveraging the digital technology – to get information easily and cross promote

• To help Retailers & chefs facilitate promotion platform – using social media and our website

• To expand our coverage, help build our brand and promote our attributes

It’s an interesting and unique story… ______________________________________________________________________________________________________________

Our Unique Selling Points

Australian Wild Abalone™ is hand-harvested by

experienced divers from a pristine environment,

from a well managed and sustainable fishery

Buyers and consumers can have confidence in

the Australian Wild Abalone™ product

• Australian Government Certified Exporters

• Quality Assurance Code of Practice

• NanoTag Brand Protection

Marketing

Objectives ____________________________________

• Increasing the desire for and

desirability of Australian Wild Abalone™

• Giving Australian Wild Abalone™ a

distinct and special place in

consumers’ minds

Next Steps

- Reviewing Beta site - www.awachina.com.cn - Optimisation on Baidu - Launch of the Weibo social media platform ready for our

first audience activation stunt – CCA Competition - Developing our social media campaign, engaging Key

Opinion Leaders (KOL’s) and Chef ambassadors to leverage on their networks

China Cuisine Association

• Young Chefs

- Online competition (website and wechat campaign) through CCA to inspire young and talented chefs, to increase the awareness of Australian Wild Abalone™ in China and enhance Chinese chefs’ gourmet and nutritional knowledge

- 10 preliminary finalists selected to cook against each other using AWA - Winner selected and presented at the Gala Dinner on 10th November - Winning Chef have a gourmet experience in Tasmania

Keep updated!

AWA® and STAG activities are building a solid foundation for an ongoing Market Development Platform.

Necessary in the face of burgeoning abalone aquaculture sector and increasingly discerning and competitive global

seafood market.

During 2016……………… Comprehensive Stakeholder Briefings

1. 5 Year Strategic Market Development Plan with

detailed Operational plans and a 5 year budget 2. Comprehensive Market Research Report with

recommendations 3. Cost Benefit Analysis & relevant agribusiness case

studies 4. Proposed management and governance framework

Thanks!