The Australian banana industries are presently searching for opportunities that will help them get their profits back on track. Moreover, these newfound opportunities will also aid to grow the future of the fruit industry. Hari Yellina, owner of Orchard Tech, opines that there are several new avenues open for the banana industry to gain back the lost momentum. He further went to state that the banana marketing program is about raising awareness regarding the right reasons and reminders to purchase bananas. Two-thirds of Australians believe that the last two years have provided a chance to reset and conjure up new plans.
According to government sources, there is a new five-year programme that will be put into place. This will be an investment plan that will aim to boost the industry’s consumption. In order to execute this plan, there will be a three year market research that will precede it. Yellina has discovered, through market research, that at the start of the latest marketing campaign there was an 89 per cent likelihood of consumers purchasing bananas, which has now increased up to 93 per cent. He says consumers claim to be eating more bananas on a weekly average. Furthermore, 28 per cent claim to be eating one per day, which shows there is an increased and growing appetite for bananas in Australia.
There are various marketing mediums utilized by the marketing team. The most popular of all the mediums is television. elevision advertising has predominantly been a strong outlet in getting the story across, with 3.5 million grocery buyers reached through the latest campaign. But Yellina opines that there is a need to pursue innovating and emerging media channels to ensure relevance, reach and impact.
However, the way of the future, according to Yellina, is social media and digital channels, such as smart television and YouTube, which allow for the message to reach bigger audiences in a more targeted way, often with less costs involved. Last year, digital advertising was able to reach over 10 million people. Other forms of marketing tools include public relations, point of sale and out of home advertising, events such as National Banana Day and social media.