MARKETING PLAN - Beef

MARKETING PLAN2011 BEEF + LAMB NEW ZEALAND INC 2011 MARKETING plan p. 2 BEEF + LAMB NEW ZEALAND INC 2011 MARKETING plan p. 3 INTRODUCTIONThe New Zealand domestic market is number three for New Zealand beef and sheepmeat. Building and sustaining domestic demand is a core focus for Beef + Lamb New Zealand activities undertaken on behalf of funders (Beef + Lamb New Zealand Ltd; New Zealand processors and New Zealand retailers) are focused primarily on the consumer the primary source of demand. Activities also focus on areas of demand generation (Health and Nutrition; Education; Convenience; Taste; Food Safety and Quality) where it is unfeasible for individual enterprises to always take the initiative either through lack of commercial incentive or insufficient PAST FIVE YEARSD uring the past five years (2005-2010), the value of New Zealand beef and lamb sales increased from $1 billion in 2005 to $ billion in 2010, while volumes industry s strategic intents for beef and lamb have guided Beef + Lamb New Zealand Inc over the past five years, but are drawing to a close.

p. 2 BEEF + LAMB NEW ZEALAND INC 2011 MARKETING PLAN BEEF + LAMB NEW ZEALAND INC 2011 MARKETING PLAN p. 3 INTRODUCTION The New Zealand domestic market is number three for New Zealand beef and sheepmeat. Building and sustaining domestic demand is a core focus for Beef + Lamb New Zealand Inc.

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