Airpork Case Study Essay

773 Words Sep 8th, 2008 4 Pages
A. Airpork case

1. Why was the Australian Pork industry able to become a major provider of pork to Singapore in spite of having been banned?
(An alternative to this question is: give the wise marketing decisions that were made to enable Australian Pork to become a major supplier to Singapore)
In 1997 the Singapore authorities banned imported Australian chilled pork, as it did not meet Singapore’s health requirements.
However, a collaboration between Singapore government (Agrifood and Veterinary Authority, or AVA) and Australia’s Pig Research and Development Corporation on a pilot program to meet the standard and requirement of Singapore authorities proved to be a success and the platform for Australian pork export market
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APL executed a huge marketing campaign worth S $2.8 million in 2001. APL’s strategy was to differentiate Australian chilled pork from frozen, thawed pork, while using the quality standard imposed to convey its superiority to fresh pork.
Huge advertising campaign for Airpork continued utilizing television, print media and outdoor advertising promoting the ‘healthier, more nutritious’ slogan, as it proves effective in the result of research studies to ensure consumers would be interested and tempted to take to the brand.
As a result, the brand was a massive success in replacing fresh Malaysian imports. The sale increases exponentially from A$200,000 before the Nipah virus to A$113 million in 2001. Aipork commanded 95% of the chilled market in Singapore.
Therefore three main factors played its part in enabling Australian pork to become a major supplier to Singapore;
1. The pilot program between Singapore government (Agrifood and Veterinary Authority, or AVA) and Australia’s Pig Research and Development Corporation to meet the standard and requirement of Singapore authorities,
2. The unfortunate Nipah virus that crippled Malaysian fresh pigs import to Singapore, and
3. The successful marketing and advertising campaign to change the mindset of Singaporeans consumers to accept the

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