Dairy products promotion in third countries

The proposal has been prepared to implement information and promotional activities with the purpose of enhancing the competitiveness and consumption of EU dairy products, highlight the characteristics of those products, particularly in terms of their quality, taste, diversity, and increase the market share in six target countries: China, UAE, USA, Azerbaijan, Israel and Iraq.All these third countries have been selected because they are markets with growing demand for high-quality dairy products, resulting from the population and income growth, improvement of living conditions, as well as an inability of local producers to satisfy the growing demand etc.Target groups:1. Industry professionals2. End consumers.Objectives:1. After 36 months, the campaign is set to increase the market share of the EU dairy products in the six target countries, reaching the export value increase of more than €6 million against the projected natural increase in export.2. During the programme, to increase the end consumers’ knowledge level and understanding of the promoted products by 0.16% in Shanghai and by 0.66% in Irbil.Main activities:1. Participation in international exhibitions2. Seminars/product demonstrations for sales professionals3. Tastings for end consumersAll activities are complemented by website and advertising materials to visualise the message and deliver it to the target groups. LDC shall ensure the supervision of implementation of all activities, but the implementing body (chosen by the public procurement) shall carry out the implementation of the campaign.Strategy is based on communication with trade professionals to ensure the placement of the products in stores, in order to enhance the competitiveness of dairy products and increased market share.Additionally, in China and Iraq, the strategy will also be based on increasing the information level of the end consumers. Total budget: €3,451,630 (EU Co-financing: €2,761,304).