Analysis of Promotional Strategies for Durian Consumption in Australia

This report examines strategies to increase the consumption of durian in Australia. It begins with an overview of the fruit, its industry background, and the health benefits it offers. The report then delves into various marketing strategies, including identifying the target audience through demographic, geographic, and behavioral segmentation. The marketing mix (product, price, promotion, and place) is analyzed to position durian effectively in the Australian market. The report suggests promotional methods like speeches, flyers, and newsletters to raise awareness and increase sales. It concludes by emphasizing the importance of educating consumers about the health benefits of durian to drive consumption, offering a comprehensive approach to promoting durian within the Australian market and encouraging its integration into the diets of Australians. The appendix provides examples of promotional materials, such as speeches, flyers and newsletters.

Running Head: PROMOTIONAL STRATEGIES 0
Strategies to advance the consumption of Durian in Australia

PROMOTIONAL STARTEGIES 1
Contents
Introduction...........................................................................................................................................2
Overview and Industry Background......................................................................................................2
Benefits..............................................................................................................................................2
Various Methods of Consuming Durian............................................................................................3
Marketing Strategies..............................................................................................................................3
Target Audience....................................................................................................................................4
Demographic.....................................................................................................................................4
Geographic........................................................................................................................................4
Behavioural.......................................................................................................................................4
Positioning.............................................................................................................................................4
Product..............................................................................................................................................5
Pricing...............................................................................................................................................5
Promotion..........................................................................................................................................5
Place..................................................................................................................................................5
Conclusion.............................................................................................................................................5
References.............................................................................................................................................6
Appendix...............................................................................................................................................7
Three Ways to promote Durian to advance its Consumption.............................................................7
Speech...........................................................................................................................................7
Flyer..............................................................................................................................................8
Newsletter Writing........................................................................................................................9

PROMOTIONAL STARTEGIES 2
Introduction
Durian is a tropical fruit which is produced mostly in North Asian countries. For production
of durian favourable areas are ones which have humid tropical climate (21-32°C) with heavy
rainfall and humidity about 85%. Durian is a seasonal fruit and it available in market from
June to August.
Taste of Durian is not good as compare to other fruit that is a main reason behind the less
consumption in Australia. Beside taste it contains high amount of nutritional values which is
good for human health. But people in general are not aware about its benefits. It became very
important for Rural Industries Research Development Corporation and Rare Fruits
Association to spread awareness and knowledge among the people of Australia to increase
consumption of durian in Australia. There is few Marketing and Promotional strategies
suggested which will help in spreading awareness among the buyers, increase its sale and
attract new customers. To target new customers and to position the product in Australian
market some parameters are considered. These are Demographic, Geographic, Behaviour and
Marketing mix strategy. Marketing mix strategy includes 4 P’s- Product, Price, promotion
and Place.
Overview and Industry Background
Durian is a king of fruits as its price is highest in the market. Durian is an evergreen tropical
fruit which grows in hot, humid tropical climate. Originally durians were produce in
Thailand, Malaysia, Indonesia and Cambodia (RIRDC Report, 2014).
To satisfy demand of Durian in Australia, the Rare Fruit Association introduced durian first
in tropical North Queensland in 1970 and later in 1992 in North Territory. In 2011-2012 total
production of Australian Durian was 60 tonnes which is around AS$480,000 it is only 3
tonnes more than the production of 2006-2007. The reasons behind decline in production of
Australian Durian are seasonal condition, trees and fruit disease and identifying internal
quality of fruit (Xia and Nelson, 2018).
Benefits
Durian health benefits:

PROMOTIONAL STARTEGIES 3
 Natural and good source of energy,
 Work as Anti-depression,
 Keeps bones and teeth healthy,
 Act as Anti- aging,
 Control digestive system,
 Control sugar level,
 Helps in maintaining blood pressure,
 Treat Anaemic patient and
 Prevent from chemical those causes of cancer (Prakongkep, Gilkes, and
Wiriyakitnateekul, 2014).
Various Methods of Consuming Durian
Durian can be consumed in various ways few are discussed below:
 Durian Flesh is mostly used in flavouring ice-cream, cakes, jams and other desserts.
 It plays an additional role in making the curries and gravies more spicy
 Its seeds can be dried and later roasted like nuts or it can also be boiled and eaten
(Schmidt, 2018).
Marketing Strategies
The key marketing strategies are:
 The main objective is to spread awareness about the health benefits associate
with durian: Main marketing strategy is spreading awareness among the buyers
regarding health benefits associate with durian to increase its sale in the market and to
increase its consumption. If general buyers come to know about benefits of durian
they automatically get attracted toward it and sale will increase.
 Promote Durian in domestic market: To spread awareness in Australia best
promotion strategy needs to be selected. There are various methods of promotion
available in market to promote a product e.g. Print media, Digital marketing, T.V. and
Radio advertisement etc. The medium of promotion should attract maximum number
of buyers and it should be effective and cost efficient.
 Increase the sale in domestic market: Durians are produce in Australia so it is
important for Durian industries to cover maximum domestic market and try to fulfil
demand of durians in each area of Australia.

PROMOTIONAL STARTEGIES 4
 Target new buyers and Retain present/old buyers: With the help of promotion
strategy it becomes easy to attract new buyers which will increase Durian sale. On
other hand retaining present/old buyers is also important to maintain its market share.
(Pamudji, Daryanto, and Djohar, 2015).
Target Audience
To increase the consumption of durian in Australia it is important to target new audience. For
targeting new audience first step is segmentation. With the help of segmentation Australian
Durian industry comes to know about its target audience. Mainly there are three ways to
segment market:
Demographic
Demographic segmentation is based on personal attributes. 30+ Men and women are target
audience for durian. And the people who are suffering from any health issues or who are
health conscious are also considered as its target audience.
Geographic
Durian is a tropical fruit, it mostly consumed in area having high temperature. Geographical
segmented area for durian in Australia is regions having hot and humid climate. But the area
is not fixed it is important for the industry to avail durian in each part of Australia.
Behavioural
The people who are suffering from health issues like Heart problem, Blood Pressure, Cancer,
Anemia, Bones or teeth problems and the person who are health conscious are the target
audience for Durian.
After segmentation the Durian industry will come to know about its target audience. It
target audience are Men and Women who are at age of 30+ and people who are
suffering from health issues and people who are health conscious (Chomcholow and
Songkhl, 2008).

PROMOTIONAL STARTEGIES 5
Positioning
To position Durian in Australian market Marketing Mix Strategy is very useful. Marketing
Mix Strategy contains 4 P’s in it these are:
Product
Here a product is durian a tropical fruit. In summer durians are easily available. The taste of
durian is not so good in comparison of other fruit but it has many health benefits. Durian can
be consumed in various ways few people prefer using it in desserts as flavouring agent and
few use it as a main course.
Pricing
Durian is a highly priced fruit that’s a reason it called a king of fruits. The prices of durian
cannot be reduced. To increase its sale the industry needs to spread the awareness among
people about its health benefits which can justify its high price.
Promotion
Promotion strategies include advertisements (print media, T.V, Radio), social media
marketing, sales promotion, special offers and more. Industry need to select best method of
promoting Durian which will help in increasing its consumption.
Place
Following is a supply chain for durian:
 Producing,
 Packing,
 Transporting- Wholesaler and Retailer,
 Export,
 Retailer – Casual retailer, specialist retailer and hotels and restaurants, and
 Final Consumer. (Kotler, Fitzroy and Shaw, 2009).
Conclusion
To conclude as discussed above the taste of durian is not good but it is full of vitamins,
minerals, proteins and many other nutritional values which really help in keeping human
body healthy and fit. To increase the consumption of durian in Australia, the first and
important step is spreading awareness among buyers about health benefit associated with

PROMOTIONAL STARTEGIES 6
durian. Beside taste there are other reasons for which human consume food and most
important reason is health. For spreading awareness and promoting durian in Australia
various medium of advertisement can be used such as speech, radio, television, print media,
digital marketing and many more.

PROMOTIONAL STARTEGIES 7
References
Agrifuture Australia. (2014) Durian. [Online] Available from: http://www.agrifutures.com.au/farm-
diversity/durian/ [ Accessed on 28 April 2018].
Chomchalow, N. and Songkhl, P.N. (2008) Marketing and export of major tropical fruits from
Thailand. Journal of tropical fruits of Thailand 11(3). Available from:
www.journal.au.edu/au_techno/2008/jan08/journal113_article01.pdf. [Accessed on 28 April 2018].
Kotler, P., Fitzroy, P.T. and Shaw, R.N. (2009) Australian Marketing
Management. Australia: Prentice-Hall of Australia.
Olszewski, A.P. (2015) International Marketing Strategies of US Fast Food Franchises.
In Proceedings of the 1989 Academy of Marketing Science (AMS) Annual Conference. (pp.
123-127). Springer, Cham.
Pamudji, W.H., Daryanto, H.K. and Djohar, S. (2015) Cost Based Penetration Pricing
Strategy for Beverages Industry. International Journal of Scientific and Research
Publications, 5(10).
Philip, K.Peter, T.F. and Shaw, R.N. (2009) Australian Marketing Management [online] Available
from http://www.ami.org.au/iMIS15/AMI/ [ Accessed on 28 April 2018]
Prakongkep, N., Gilkes, R.J. and Wiriyakitnateekul, W. (2014) Agronomic benefits of durian
shell biochar. Journal of Metals, Materials and Minerals, 24(1).
Schmidt, D. (2018) How to Eat Durian Fruit. [online] Available from
www.thespruceeats.com/how-to-eat-durian-fruit-3217077 [Accessed on 28 April 2018]
Xia, C. and Nelson, R. (2018) Exploring Australia's comparative advantage for exporting
fresh produce. Journal of Agricultural Commodities, 8(1), pp 176.

PROMOTIONAL STARTEGIES 8
Appendix:
Three Ways to promote Durian to advance its Consumption
Speech
Good morning to the citizens of Australia. Today I’m here to deliver a speech on Durian and
its benefits.
Durian is a king of fruits widely known for its flavour and fragrance. It is very popular in
tropical region. Durian trees are belongs to Malvaceae family. It is a seasonal fruit and its
season lasts from June to August.
The flesh of durian is used as a flavouring agent in deserts, jams, cakes, ice-creams it also
used in curries and gravies to add spiciness. Durian seeds are small, round or oval in shape,
they can be boiled and eaten or may dry and roasted like nuts.
Now I want to bring your attention on health benefits of durian:
There are many health benefits are associate with Durian.
 Durian is high in energy and a good source of minerals and vitamins. (100g fruit
carries 147 calories).
 Its flesh texture is soft, so it can easily digest and help in reducing cholesterol.
 It is rich source of fibre which will help in eliminating chemicals causing- cancer.
 It is a good source of vitamin-C which helps in developing immunity in human body.
 It contain good amount of potassium which help in controlling heart rate and blood
pressure.
 There is high level of folic acid found in durian which produce good amount of red
blood cells that helps in treating anemia.
 It also acts as anti-aging.
In the end I would like to add that including durian in our routine food will help us in
improving health and enhance our taste buds. Eat Durian and stay Healthy and fit.

PROMOTIONAL STARTEGIES 9
Flyer

PROMOTIONAL STARTEGIES 10
Newsletter Writing