Generic marketing is a staple of any commodity
industry. Many agriculture, livestock and other consumable commodity producers
pool funds to develop marketing programs designed to raise consumer and
market awareness of the commodity.
A standard definition of generic marketing
Generic marketing refers to activities
undertaken by an industry or group to promote benefits that relate to
a whole sector or category rather than to specific brands (eg, drink
more milk, eat more pork, glass is best, cans are best). Its purpose
is to benefit demand for the industry - that is, to "grow the size
of the pie" (or lessen its shrinkage).
---Dairy 2010 Marketing
Generic marketing is the marketing
of an industry's product, like wild-caught salmon, without reference
to any company's brand name. The purpose of generic marketing is to
benefit an entire industry group by increasing product awareness in
key markets. "Wild about Canadian Salmon! Go Wild! Buy BC!" are some
of the examples of generic marketing directed at wholesalers, importers
and retail outlets. Generic marketing includes advertising, brochures,
recipes, information material and promotion as well as research into
new markets, product forms, packaging, quality and distribution systems.
---British Columbia Salmon
There are a number of generic marketing
slogans in our current vocabulary today. A couple of popular ones include:
- It's what's for dinner
- The other white meat
- Got Milk?
- The incredible edible egg
- Be constructive
These well-funded campaigns have successfully
entered the consumer base with powerful branding triggers. Beef: It's
whats for dinner was launched through attractive and powerful national
television commercials which highlighted beef as a versatile entrée
capable of serving as a showpiece in any number of venues and special
occasions. The slogan Got Milk? humorously demonstrates the value
of milk as a component of any number of eating situations while reminding
us that the drink remains an important source of nutrition in our diet.
These campaigns are often responses to downward
trends in the market. When the beef campaign was launched, the per capital
consumption of beef in the United States had not increased since 1970.
Meanwhile, other protein sources - in particular chicken - exploded through
lower costs and increasingly responsive product forms for changing consumer
needs. The beef industry worked to improve its versatility and provide
evidence of health benefits.
Other well-known generic marketing efforts
come from a number of states. Try matching the following states with the
major commodity they are known for:
Find the answers and a variety links to
organization web sites that provide generic marketing services here.
In Alaska we have the Alaska
Seafood Marketing Institute (ASMI). ASMI works to brand
all seafood from Alaska as wild, healthy, from a natural environment,
and supportive of family businesses. ASMI is an agency of the State of
Alaska and funded by taxes assessed on the fishing industry. It performs
several vital functions for the Alaska seafood industry, providing numerous
materials and information guides dealing with Alaska seafood, working
through major trade shows, hosting events, and placing marketing personnel
throughout the global markets.
Additionally, ASMI performs significant
market research available to the industry. It serves as a gatekeeper for
Alaska into the trends and structure of seafood marketing. While often
criticized, ASMI plays a critical role for Alaska's seafood industry,
providing promotional support and creating brand awareness and market
research. It does not control product development, price strategies or
where product goes. Given its legislative mandate and limited funding,
ASMI performs its job admirably and is highly respected in the marketplace.