Bob Abnett Abnett Consulting

    
   
           
     

SILVER PERCH MARKETING DEVELOPMENT PROJECT

 ABGB Consortium led by Bob Abnett of Abnett Consulting

    
           
     

ABGB CONSORTIUM – WHO WE ARE

    
     

 ABGB CONSORTIUM is a group of mature, highly skilled, experienced professionals.  ABGB stands for Abnett Balfour Grant Biohaven.       

    
      We are:-    
      Bob Abnett  Economist,  ABNETT CONSULTING    
      Colin Balfour   Marketing Strategist, BALFOUR CONSULTING    
      Mary Balfour Communications Strategist, BALFOUR CONSULTING    
      Yvonne Grant  Food Marketing Specialist, GRANT MARKETING COMMUNICATIONS    
      Trevor England Exports Specialist, BIOHAVEN CONSULTING    
           
     
  •  We all run our own companies; we are the senior personnel; we do the job, not juniors; and we have worked together before.
    
     
  • Bob Abnett, Mary Balfour and Yvonne Grant are the Core Project Team Members, whilst Colin Balfour and Trevor England will provide specialist advice.
    
     
  • Bob Abnett and Mary Balfour have dealt with a wide range of rural industry sectors in respect of industry development programs, including marketing and action plans.  Bob has also dealt with the seafood and aquaculture industries, especially in Queensland.
    
     
  • Yvonne Grant has considerable experience as a food marketing specialist, across a wide range of  foods, and knows and deals with many of the key influencers in the food and food services industries.
    
     

The Silver Perch Growers Association of New South Wales has commissioned the ABGB Consortium to prepare the Aquaculture (Freshwater Finfish) Marketing Development Project, Stage 1, during the current financial year, 2003/2004.

    
           
      The Project Scope is as follows:-    
     
  1. Undertaking of appropriate market research to identify such things as the market segmentation for each product (i.e. whole fish, fillets, skinless fillets etc.), consumer profiles for each product/market segment mix, export market possibilities (by destination and products) and consumer needs and wants.
  2. Promotional opportunities including branding (consideration of a “name change” for some species), appropriate QA to support branding promotion, funding mechanisms for promotion, consumer awareness and education programs.
  3. Exploring value adding possibilities to increase sale price and provide product differentiation.
  4. A detailed implementation strategy for market development.
  5. Facilitate the establishment of supply chain to ensure continual supply of product and capture economies of scale.
  6.  Facilitate dissemination of important industry information and encourage “Industry Best Practice”.
    
           
       Our Approach will be as follows:-    
     

1.                   Research Phase covering:-

 a)                Industry research including consultation and farm inspections.

b)                  Market research.

c)                   Economic research.

    
      2.                   Analysis of Issues and Identification of Opportunities Phase, covering production, market and economic             analyses.    
     

3.                   Developing Outcomes Phase, covering:-

            a)                   Marketing and promotion.

b)                  Supply chain.

c)                   Industry feedback (further consultation).

    
     

4.                   Delivery of Outcomes Phase, covering:-

 a)                   Marketing Strategy and Promotion Plan.

b)                  Implementation Plan

c)                   Supply Chain Guidelines

d)                  Evaluation and Monitoring Guidelines

    
      Stage 2 of the Project, envisaged as occurring during financial year 2004/2005 will involve actual implementation of the Marketing Strategy and Promotion Plan.    
           
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