Japan Market Update

1
Japan Market Update

• Greg Hanes
• Director
• USMEF-Japan

2
Adapting Programs to Economic Conditions

• Pork Beef
• Target CVS, bento, HMR, Yakiniku family
  style.
• Utilize integrated TA approach.
• Utilize new cost-effective technologies.
• Enhance training for retail demonstrators. 
• Beef
• Increase supply thru select, ungraded,
  middle meats.
• Pork
• Promote high value items.  

3
Convenience Store
USMEF worked with major HS maker to replace
European pork in bentos at major CVS Family
Mart, am/pm, Mini Stop, and Lawson.
Family Mart Yakiniku and Bulgolgi Bentos.
Started mid- April at 6,700 outlets. Estimated
usage 30 mt/mo.
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Bento Chains

• Origin Bento Chain 537 outlets
• US pork tonkatsu other bento menus. Est.
  usage 200 mt/mo
• Beef in two permanent dishes special
  promotion est.44 mt/mo.

5
Target Account Specific
Goal Identify and work with target accounts
with highest potential to move product during
down economy. Ex Specific pork promotion
campaign at all AEON group stores 1,800
outlets. Supported with consumer PR Erabarete
No. 1 message.
6
Marketing Technology

• NET Shopping Internet Promotion
• Develop banners, info, and pork recipes with
  one-click shopping.
• IY Shopping - sales increased 258 in volume and
  384 in value.
• Mobile Site
• Establish permanent mobile site with relevant
  consumer info. QRC will link with PR and
  promotion efforts.
• Push Mail-Maga to Mobile and PC
• Features, info, promos, where to purchase,
  recipes, etc.
• Bloggers
• Utilize bloggers at cooking events/ activities.
  Results in extensive positive publicity.

7
Retail Demo Training

• Improve ability of tasting demonstrators to
  proactively sell product.

Developed Training DVD with famous Charisma
Demonstrator. Train the Trainers seminar at
target accounts.
8
Beef Success Stories
Expand beef supply by utilizing select and
ungraded.

• Ishintei Yakiniku
• Began ungraded chuck flap outside skirt at 10
  outlets. (3 mt/month)

York Benimaru 30 of chuck short rib sales
(total 15 mt/mo) and sirloin (4 mt/mo) were
select
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Beef Success Stories
Goal Expand sales of US middle meats

• Leading Hotels Imperial Hotel, Okura Hotel,
  Hotel New Otani, Yokohama Bay Sheraton
• Restaurants (108 mt/mo rib eye sirloin)
• Lawry's
• Jonathans
• Volks/Steak no Don
• Vickys
• Gusto
• Retail (228 mt promotion)
• 7iHoldings Group
• Seiyu
• Daiei
• Comodi Iida

10
Pork Success Stories
Goal Expand sales in retail sozai sections.
Major retailers (Ito Yokado and Daiei) utilizing
and labeling US loins and tenderloins in sozai
products. IY Est. usage 28 mt/mo
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Pork Success Stories
Goal Introduce and expand use of high value
pork cuts.

• Introduced back ribs - 3 major shows.
• IY and Aeon will introduce
• Working w/ USMEF on menu development.
• Back Ribs now carried at Red Lobster restaurants.

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• Discussion