Developing the category to meet the consumer need for convenience Maurice McCartney, retail trade manager at the Meat and Livestock Commission believes that effective category management is key in driving the meat industry forward and states that we are now beginning to see more principles which are used in other categories, applied to the meat fixture. He comments on the importance of developing the red meat category - particularly beef and lamb - in order to demonstrate convenience to the consumer. "As with all product areas, the key to successful category management of beef and lamb lies with a sound understanding of what the consumer wants," states McCartney. "It is vitally important to gather sufficient information about the needs of your customers in order to maximise the efficiency of category management techniques." Research which the MLC has carried out prior to the launch of the new Tim Nice But Dim campaign has identified that mid week sales of beef and lamb could be higher. Consumers do not always perceive beef and lamb as ingredients which are conducive to the needs of their lifestyles during a hectic week. McCartney states that addressing this is an important aspect of category management. "Meat should not simply be promoted as meat'. Instead, customers need to be given a meal solution which is suited to their lifestyle. Like other fixtures, complementing the main product with ingredients which achieve this is vital. We need to think meals not meat. "The Tim Nice But Dim beef and lamb advertising campaign demonstrates that beef and lamb can provide tasty, appealing and convenient mid week meals which are quick and easy to prepare. Similarly, the way we sell meat can convey the same messages. This not only strengthens the suggestions disseminated via TV advertising but also inspires the customer at the point of purchase." Wherever possible, the MLC seeks to work with retailers to initiate successful management of the meat category and will provide materials to help achieve this. McCartney explains what in-store opportunities are available with the latest campaign: "A Nice and Simple, Tim Nice But Dim recipe booklet has been produced to accompany the TV advertisements which can be used in store alongside beef and lamb or offered on-pack. Posters, shelf barkers and other point of sale materials could also accompany the booklet to draw attention to the meal ideas. As a result, shoppers are more inclined to purchase the product ­ which ultimately means an increase in sales for the retailer," states McCartney. Educating the consumer is also part of successful category management as it provides the retailer with the opportunity to demonstrate which cuts of lamb and beef are suited to certain cooking methods. McCartney argues that this is essential with today's younger shopper. "The younger generation have not necessarily been handed culinary skills which involve cooking a meal from scratch, and as a result, may need guidance about different cuts of meat and information about how they can be cooked. By providing this, they are more likely to perceive beef and lamb as ingredients suitable for their lifestyle and level of culinary ability. The use of recipe booklets is clearly one way of providing education although often a figure head such as Harry Enfield is also required in order to gain the attention of this sector and draw them towards the red meat fixture." Looking to the future, McCartney sees careful planning and implementation based on real consumer needs as key in developing beef and lamb sales. "It is essential we work to attract the younger consumer as well as continue to serve the older shopper. We will maintain a close working relationship with retailers in order to help wherever possible to develop the red meat category. "The Nice And Simple, Tim Nice But Dim campaign is an excellent opportunity for retailers to not only gain promotional support for beef and lamb, but to capitalise on it with instore activity which can help to boost sales now and in the long term," concluded McCartney. {{MLC }}

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