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Marketing Activity
Developing a brand led marketing strategy
QMS has developed a marketing strategy with the industry based on segmentation, focused targeting, brand integrity and simplicity.
The marketing activity conducted by QMS aims to create an environment to increase demand for branded Scotch products and to provide a marketing platform from which the Scottish red meat industry can present itself and its products to existing and potential customers in the UK and abroad.
All the work of the marketing team is underpinned by comprehensive consumer research providing vital insights into what can give the Scotch brand the edge in increasingly competitive markets for red meat.
Scotch Beef is available throughout the year. QMS focus it’s marketing activity in two geographical areas within GB, Greater London and Scotland. For more information on our beef campaign please click here.
Scotland's Festival of Scotch Lamb continues to focus our marketing activities during the autumn periods. It aims to take the positive message about the taste and quality of our lamb to a whole new audience. Separate marketing activities are coordinated in Europe, where branded Scotch lamb products are increasingly popular with discerning consumers.
Additionally Scotch Beef and Scotch Lamb are recognised by the European Commission in Brussels as being products with unique regional characteristics, and as such have been awarded the status of PGI (Protected Geographical Indication). This means that all beef and lamb carrying the Scotch marks must be born, reared and processed in Scotland and have spent all of their lives on an Assured farm.
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