Marketing planning project in the USA

Bryony JardineSeptember 2008

How exactly would you promote Australian Southern Rocklobsters to people on the other side of the world? School of Marketing student Bryony Jardine recently had to find out as she travelled around the United States working on the Marketing Planning Project (MPP).

Each year undergraduate marketing students can apply to participate in the MPP, an experiential placement in a local organisation. Students work four days a week for 16 weeks in place of their final four courses.

Bryony, and her project partner Ryan Jones were fortunate enough to be selected to work for Southern Rocklobster Limited (SRL) an organisation which represents lobster fishing in South Australia, Victoria and Tasmania.

Their task was to develop a communication plan for SRL as they try to take the local species of rocklobster to the American fine dining market. To start their project, the pair interviewed the best chefs in Los Angeles, New York, Washington DC and Atlanta.

The main challenge the pair experienced was determining how best to communicate with busy chefs and promote awareness of the Australian Southern Rocklobster in the American market.

In both Los Angeles and New York, Bryony and Ryan visited the restaurants of famous chef and TV personality Gordon Ramsay, interviewing his top chefs.

Staff at the famous Beverly Hills Hotel were also happy to help the pair with their research.

After their tour of the States, Bryony and Ryan will have the task of analysing their findings and presenting a marketing and communication plan to the managers of SRL.

It is likely the pair will come up with some great ideas, as management have said the students are working really hard, showing good commitment and learning a lot.

The experience gained for students participating in the MPP is invaluable, giving them adaptable skills for starting their careers after graduation.

Bryony Jardine completed the Bachelor of Management (Marketing) undergraduate degree with the School of Marketing in 2008. She is currently undertaking a Masters by Research with the Ehrenberg-Bass Institute.

Areas of study and research

+ Click to minimise