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100% Pure NZ

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by

Adam Johnston

on 2 October 2012

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Transcript of 100% Pure NZ

Industries that benefit:

Tourism
Food and Beverage Exports
Services
Retail
Accommodation
Film and Television
Retail
Forestry

Industries that do not benefit:

Education sector
Technology sector
Cultural Heritage/New Zealand History

Appeals to younger and older generations and tends to neglect families Single Brand Position Limitations/Risks 100% Pure New Zealand branding and its effects on Different industries within New Zealand More recycling at tourist destinations/around NZ Emphasis on Culture in the sense of down to earth,
hardworking, entrepreneurial spirit, thus attracting
more highly skilled migrants Shift from Environmental advertising to a more diverse cultural advertising, but still maintain environment advertising as it is unique feature of New Zealand Maintain 100% Pure New Zealand brand CONCLUSION AND RECOMMENDATIONS More focus on Asian tourists and migrants Too much reliance on one brand/Image
Different market segments have different expectations and wants
Creates a single minded perspective of New Zealand and therefore may create unachievable expectations
If the expectation of 100% Pure New Zealand is seen to be untrue, this would significantly impact New Zealand’s exporting industries
Decreased demand in New Zealand services industry
Significant shift in international economic and political environment
New Zealand is one of the few developed nations that rely heavily on the natural environment for economic wellbeing
Adoption of the internet as a tourist resource creates exposure Further commitment to sustainability initiatives to maintain environmental image and current tourism figures ie more emphasis on recycling INDIRECT
Through support services e.g power, rent
Promotion of other New Zealand export industries including dairy and meat. Enhance tourism offering
Strong exporting economy
Increase of skilled workers
Visitor numbers rose by an average of 7% each year
New Zealand tourism brand worth $13.6 billion
UNWTO awarded 100% Pure New Zealand with the title of having the best example of National branding.
Customers are buying into the idea of supporting something cleaner and greener. What are the key indicators of the campaign’s success in enhancing New Zealand brand? Pure through Association
Example of global brands using New Zealand as a leverage point is Steinlager and 42Below.
New Zealand relay heavily on the success of the 100% Pure New Zealand for our economy, survival and growth.
Strong minded approach
Simple, Clear, Powerful National Branding How sustainable is the 100% pure positioning statement for effectively promoting New Zealand's exports and attracting investment and migrants? Question 3 The 100% pure campaign that was launched in 1999 with great success.

The first year visitor numbers where up by 10%, spending was also up by 20%

The Brand its self has been valued at US$ 13.6 Billion

The ministry for the environment placed a value on the clean green image, it was estimated that New Zealand would loose NZ$938 million if the perception of the image was lost by New Zealand's biggest five inbound tourist markets. Overview Tourism New Zealand(TNZ) have made a promotion that’s focused on being simple and easy. With the product being directly promoted to tourists and investors

100%pure 100% brilliance 100% exhilaration

Differentiation from other more complex strategies that were trialled in the past.

Companies that choose one clear strategy are more likely to perform well. Positioning statement WTO consists of 153 countries.

New Zealand's brand positioning is beneficial for the flow of trade, with features such as security, safety and health issues all being fairly risk free in New Zealand.

Germany the green consumer movement is large with 80% of consumers being prepared to pay premiums for household products that are eco friendly, there is similar situation in France with 50% prepared to pay premiums.

Greater awareness due to publicity given to environmental disasters

G20 summit protestors outside giving the companies brand a bad name. Sustainable benefits Authenticity, long haul flights, 42% of New Zealanders surveyed thought the image was a myth

Environmental issues can slow down or even stop the flow of trade between nations

Fonterra lost credibility when they had contaminated milk powder.

Brand image of the country lead by leading brands and companies in the country. Drawbacks Strength's: Simple, easy to remember, unique and effective

Weaknesses: Authenticity of the image and broadness

Opportunities: Become leading sustainable destination in the world, local benefits, association with countries and continual issue environment.

Threats: Other countries, geographic location new environmental awareness. Swot analysis Benefits to exporters through brand positioning and promotions 100% Pure NZ Single, unified focused
Adopted by all of New Zealand’s tourism marketing campaigns
Strong emphasis on the purity of New Zealand and New Zealander’s as a whole.
Clean and Green Promotions Young, vibrant, unique and exhilarating small country with loads to offer
Promotes being unaffected, honest and open while being young, active and fresh.
Largely backed up by visual representation using environment and culture. Positioning INDIRECT
Through support services e.g power, rent
Promotion of other New Zealand export industries including dairy and meat. DIRECT
Tourism related industries - Accomodation, food and beverage, air transport, other transport and retail sales. Benefits to exports
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