perth event presention - agric.wa.gov.au
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F&B EXPORTERS
PERTH, 30 NOVEMBER 2018
A WINNINGEXPORTSTRATEGY
WHAT WE DOEXPORT STRATEGY
SALES
DISTRIBUTOR MANAGEMENT
GET EXPORTING
OURREACH"BEING THERE IS EVERYTHING "
Countr iesDistb. ModelChannels &costs
PREPARE EXPORT STRATEGY
C o m p e t i t o r
a n a l y s i s
P r i c e
p o s i t i o n
DISTRIBUTION MODELS
P i t c h D i s t r i b u t i o np r o p o s a l s
Implementation of
distribution plan
Regular meetings
Tracking sales
NPD support
DISTRIBUTION & SALES
N e g o t i a t e
a g r e e m e n t
F D A
r e g i s t r a t i o n
M a r k e t i n g p l a n
P O
1 ) R e c o m m e n d e d S K U s
2 ) T a r g e t s a l e s c h a n n e l s
3 ) B a s i c m a r k e t i n g p l a n & $
4 ) M a r k e t e n t r y c o s t s
5 ) P r o p o s e d p r i c e s t r u c t u r e
6 ) S a l e s f o r e c a s t
COMPETITOR ANALYSIS
M A R K E T S U R V E Y T A R G E T C O M P E T I T O R S
PRICE POSITIONA KEY CONSIDERATION FOR DISTRIBUTORS!
C O S T M O D E L T A R G E T P R I C E
MARKETS: ACCESS & BARRIERS
FOOD SERVICE CHANNELS
RETAIL CHANNELS & COSTS
RETAIL - COSTS OF DOING BUSINESS
Standard in all major retail channels throughout Asia, except Korea
Entry costs buy you 3-6 months to prove results
Expectation is that the Principal pays entry costs
Be realistic about volume potential and ROI
RETAIL - LISTING FEES
Singapore Cold Storage: SGD 100.00/SKU/Store | Plus processing fees
NTUC: SGD 100.00 1st SKU/Store, then $30.00/variant/Store + processing fees
Philippines Rustans: PHP 2,500.00-5,000.00/SKU/Store
Hong KongAS Watson: HK 1,000.00/SKU/Store
SUPPORTING SALES - NORMS
In advance of listing, some retailers will also demand suppliers commit to retailer ledadvertising and promotion (A&P) initiatives
Other activity includes tasting programs, mailers, festive season promotions, new store openingcampaigns, concert sponsorship promotions etc
Sometimes possible to negotiate bundled listing + A&P package
Norm for Principal to pay fees, distributor to cover product, promoters and promo discount
COMPULSORY A&P
Singapore Cold Storage: Min. 2 x AOs (SGD 8,000.00 each); 1 x MO (SGD 3,000.00)
Philippines Shoe Mart (SM): Advertising Offer/Mailer x 2 per annum: PHP 400,000 each
Hong KongPNS: 2-5% Introductory Discount for 6-9 months + HK $60,000 A&P
RETAIL - EARLY STAGE PROMOTION
Competition is intense. Promotion crucial
Price off's effective, but need to avoid ‘discount brand' tag
Typical to focus on in-store activity - price off's, tasting programs
Sampling programs effective, but expensive
ATL marketing effective only once all distribution channels established
FOOD SERVICE - EARLY STAGEPROMOTION
FOC stock for seeding accounts
In HORECA promotion of ingredients usage
Product demos using celebrity chefs
Co-promotion with other ingredients
Celebrity chef brand ambassador
Prepare export strategy
Pitch
Negotiate agreement
First PO received
Review
Distribution proposal
FDA registration
Seed customers
START
6-12 MONTHS
TIMELINE
HELPING F&B EXPORTERS
THRIVE"WE FAST TRACK EXPORT SUCCESS"
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