The Power of The Chamber 2014 Slide

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The Power of the chamber global network

Getting Fit for Export

Graham Gibson 15th July 2014

The Power of The Chamber 2014 Slide

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Halewood International Ltd• Family owned, founded in 1978• 20 million case annual output• UK brands including Crabbie’s, Lambrini and Red Square• Agency brands distributed include Lamb’s Navy Rum and Tsingtao

Beer• UK, South Africa, China and Romania as well as manufacturing

under licence in Myanmar • Export to over 60 countries

Halewood Groupcreative independence

The Power of The Chamber 2014 Slide

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Order takers Wrong Products

Inconsistent Pricing Wrong People

Too many hangers on

In house administrationNo focus

Lots of the wrong Customers

Losing Money!

We had been exporting for over 18 years…….But the foundations were not right!!

Less than 1% contribution

The Power of The Chamber 2014 Slide

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So what did we do………. Our journey started 18 months ago!!

• Did we have the right appetite?

• Brand Focus – Key Export range

• Target Key markets

• Recruitment People & Importers

• Start exiting

• Build our knowledge of administration requirements

• Pricing structure

• Investment principle

• Focus

•Tenacity

So what have we achieved?

•Developed key Import partners•Exporting to over 60 countries•USA Crabbies in 42 States

• 92 US wholesalers• 21k stockists

•Listed in all Canadian liquor stores•1500 stores in OZ•Launched Orange ,New Flavour variants•Consumer activation in key markets•Launched Spirits portfolio at Anuga Cologne Oct 13•Investment ATL

The Power of The Chamber 2014 Slide

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So what have we learned?• Don’t be too eager• Do your home work • Capability• Share your expertise• Time in market• Recognise cultural differences• Focus• Domestic market success• Good agreements• International administration expertise• Balance Volume and Investment• Hard work

The Power of The Chamber 2014 Slide

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What is next for Halewood International?•Still many markets to open • India, Asia, South America & African Nations

•In fill in each market

•Drive distribution, visibility and Rate of sale

•Join our subsidiary companies up… A Huge export opportunity

The Power of The Chamber 2014 Slide

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Thank You