A DROP OF EXCELLENCE. EUROPEAN HIGH QUALITY MILK AND DAIRY

1. Program Title: A DROP OF EXCELLENCE. EUROPEAN HIGH QUALITY MILK AND DAIRY
2. Initiating Body: POLISH FEDERATION OF CATTLE BREEDERS AND MILK PRODUCERS
3. Target Markets: VIETNAM, SOUTH KOREA
4. Promoted Products: Milk and Milk products (including cheese)
5. Duration: 36 months.
6. Target groups:
TG1 Consumers
TG2 Business. Trade and Food Industry Representatives
TG3 Media, Influencers, Officials
7. Overall Objectives:
a. Business Objectives: Increase in revenue from the export sale of milk and dairy products from Poland to target markets of 43.90%,
including 52.09% in South Korea and 33.10% in Vietnam.
b. Informational Objectives: Increase in awareness on benefits of EU products in consumer target group amounted at 6.58% total
increase in awareness (including 6.56% increase in South Korea and 6.61% increase in Vietnam).
8. Action Strategy focuses on educating and informing consumers about the benefits of products originating from the European Union
through online channels and effective marketing communication. The campaign will be focused on relations building aimed at media and
business groups to maintain ongoing communication: Public Relations, website, social media and digital marketing, communication
tools, B2B meetings, storecheck, booths with food tasting at largest international food exhibitions.
9. Total budget of the campaign: 2 293 048,00 EUR
Target market budget Vietnam 992 784,00 EUR
Target market budget Korea 1 300 264,00 EUR