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Export Development Programme (a synopsis from Exigo Marketing)

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The Export Development Programme is based on Exigo’s experience of designing, implementing and improving export strategies for a variety of consumer companies, large and small, mainly in Asia and the Middle East.

It is a learning programme designed to accelerate the commercial skills and knowledge of exporters.

This deck is a synopsis of the programme.

Published in: Business
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Export Development Programme (a synopsis from Exigo Marketing)

  1. 1. 1   The  Export  Development  Programme  for  Consumer  Companies  
  2. 2. Export  &  Expand  with  Exigo   Category  &  Market  Entry   Customer  Partnerships   Capability  Programmes   Using  consumer,  shopper,   customer,  category  and   compeCtor  insights,  find  the  best   ways  to  enter  and  expand  in  new   markets   Research,  screen,  contact   and  negoCate  with  new   partners  to  execute   market  entry  strategies   Embed  and  implement   strategy  with  best   pracCce  learning   2   Contact:     rupert@exigomarkeCng.com     www.exigomarkeCng.com   hJps://www.facebook.com/exigomarkeCng   @exigomarkeCng  
  3. 3. MARKETING INTERNATIONAL TRADE EXPORT CONSUMERS CUSTOMERS SHOPPERS CHANNELS COUNTRIES PRICING MARGINS GLOBAL POINT OF SALE OFF TAKE REPEAT TRIAL SEGMENTATION POSITIONING CONCEPT USP DIFFERENTIATION COMPETITION SALESMAN DELIVERY KEY ACCOUNTS WHOLESALERS DISTRIBUTORS MEDIA ADVERTISING PR PRESENTATION NEGOTIATION TRADING VALUECHAIN GROCERY RETAIL FMCG H&B OTC FOOD BEVERAGE PACKAGING SUPPLY REBATES DISCOUNTS LISTINGCUSTOMS FOB CIF CONTRACT LABELS QUALITY PARTNER STRATEGY PLAN PAYMENT FINANCE CIF CNF PRICE IMAGE SUPPLY REBATES CATEGORY INSIGHT NEEDS INSIGHT WANTS PR TERMS PROPOSITION SAMPLES MOCK UPS TESTING PPM FEEDBACK SYSTEM NETWORK EXCLUSIVE GONDOLA BUDGET KPI FEEDBACK PRIVATELABEL NETWORKEXCLUSIVETARGET BUDGET KPI RULES NON GROCERY REGULATIONS POP POS POB CONSUMPTION USERS USP COST MOCKUPS BUY SELL BARTER MONEY CURRENCY PURCHASE ORDER QSR INCOTERMS GOODS INSURANCE BILL OF LADING GUARANTEE CPG INGREDIENTS MARKET BRANDFREIGHTPORT TRADING TERMS BUYER SELLER ANNUAL REBATE CASH SETTLEMENT TRADE LAUNCH PRODUCT SKU MARKET TRENDS PRICING CATEGORY MANAGEMENT CTM CPM DEMONSTRATOR LOGISTICS INNOVATIONR&D TRUCKS CENTREFEE PRODUCTIVITY MERCHANDISER CONSOLIDATOR ORDERS DISPLAY FIXTURE PROMOTION ROUTE TO MARKET CATEGORY RESEARCH FIELDWORK RESULTS AWARENESS PALLET CONTAINER COLDCHAIN TARIFFS CLEARANCE DEMOGRAPHICS LIFE STYLES CONSUMER SAFARI RETAILAUDIT HOMEPANEL SHELF STANDOUT FRANCHISE LICENSE DIRECT DELIVERY TARGETING DEMAND PROMOTIONS LOYALTY RETURNS CALLCYCLE BEHAVIOUR PRODUCT LIABILITYCONSUMER COMPLAINTS INTERNALORGANISATION SOCIAL MEDIA EXPERIENTIAL PITCH AUCTION ALTERNATIVE TRADE CHANNELS MULTILEVELMARKETING COD LCLRE-EXPORT FROZEN CHILLED AMBIENT SHELF STABLE OPINION LEADERS CAMPAIGN CLAIMS LOAD PEOPLE RELATIONSHIPS MARKET SHARE PRICEPOINT 360º YENRMB EURO BAHT RUPEE KILO RINGITT WEIGHT COMMODITIES Some  of  the  concepts   we’ll  introduce  in  this   programme!  
  4. 4. Health  Warning!   This   presentaCon   is   based   on   Exigo’s   experience   of   designing,   implemenCng   and   improving   export   strategies   for   a   variety   of   consumer  companies,  large  and  small,  mainly  in  Asia  and  the  Middle   East.     The  slides  contain  data  from  a  variety  of  sources,  based  on  differing   methodologies   and   Cme   periods,   and   are   included   for   reference   purposes.     Exigo  accepts  no  liability  or  responsibility  for  any  decisions  taken  based   on  this  presentaCon.     We   encourage   the   audience   to   conduct   its   own   research   and   due   diligence  before  starCng  their  export  business.  
  5. 5. Why  Export?   5   Broadens   customer  base   Extends  product   life  cycles   Establishes  the   business   InternaConally   Stay  compeCCve   Helps  sell   addiConal   inventory   Improves   company  image   Helps  company   innovate   Protects  company   against  domesCc   market  swings  
  6. 6. To  succeed  in  ExporCng  a   clear  Process  &  Plan  is   required!   6   Process   Plan  Export  
  7. 7. Export  roadmap   for  consumer  companies   • Understanding consumers, shoppers & customers • Insight tools • Typical consumer, shopper & customer needs • Major GTM models in export • Finding the right GTM partner • Selecting a GTM partner • When export product development is necessary • Building a strong export brand proposition • IP protection • Common export organisation structures • Export, pricing & logistics • Documentation • Risk management • Selling & negotiating skills & tools • Elevator pitch • Managing objections • Distributor contracts • Building a strong export business plan • Budgeting & forecasting • Consumer marketing support activities • Tools to build trial and repeat sale • Market study • Priority markets • Understanding competition • Export Select tool © 2014 Exigo Marketing (S) Pte Ltd 1. Where to export 2. Deciding who to target (Consumers, shopper & customers) 3. Go-to- Market strategy 4. Export product development, Branding & IP 5. Export team structures, trade finance, admin. 6. Selling & negotiating 7. Marketing support for sell-thru 8. Export business plans $!
  8. 8. If  you’d  like  to  learn  more  about   the  Export  Development   Programme,  please  contact  me!     rupert@exigomarkeCng.com   www.exigomarkeCng.com   facebook.com/exigomarkeCng   @exigomarkeCng   8  
  9. 9. 1.  Where  to  Export?   9   • Understanding consumers, shoppers & customers • Information tools • Typical consumer, shopper & customer needs • Major GTM models in export • Finding the right GTM partner • Selecting a GTM partner • When export product development is necessary • Building a strong export brand proposition • IP protection • Common export organisation structures • Export, pricing & logistics • Documentation • Risk management • Selling & negotiating skills & tools • Elevator pitch • Managing objections • Distributor contracts • Building a strong export business plan • Budgeting & forecasting • Consumer marketing support activities • Tools to build trial and repeat sale • Market study • Priority markets • Understanding Competition • Export Select Tool 1. Where to export 2. Deciding who to target (Consumers, shopper & customers) 3. Go-to- Market strategy 4. Export product development, Branding & IP 5. Export team structures, trade finance, documentation 6. Selling & negotiating 7. Marketing support for sell- thru 8. Export business plans $!
  10. 10. Key  Topics  in  this  Module   10   SelecCng  an   export  market   • What  makes  an   export  market   aJracCve   Assessing  your   export  capability   • What  are  your   USPs?   Understanding   CompeCCon   • Who  are  they   and  what  does   it  mean  for  us?   Export  Select   • How  to   prioriCse   markets   systemaCcally  
  11. 11. Key  Topics  in  this  Module   11   SelecCng  an   export  market   • What  makes  an   export  market   aJracCve   Assessing  your   export  capability   • What  are  your   USPs?   Understanding   CompeCCon   • Who  are  they   and  what  does   it  mean  for  us?   Export  Select   • How  to   prioriCse   markets   systemaCcally  
  12. 12. Key  Topics  in  this  Module   12   SelecCng  an   export  market   • What  makes  an   export  market   aJracCve   Assessing  your   export  capability   • What  are  your   USPs?   Understanding   CompeCCon   • Who  are  they   and  what  does   it  mean  for  us?   Export  Select   • How  to   prioriCse   markets   systemaCcally  
  13. 13. Key  Topics  in  this  Module   13   SelecCng  an   export  market   • What  makes  an   export  market   aJracCve   Assessing  your   export  capability   • What  are  your   USPs?   Understanding   CompeCCon   • Who  are  they   and  what  does   it  mean  for  us?   Export  Select   • How  to   prioriCse   markets   systemaCcally  
  14. 14. 2.  Who  to  Target   14   • Understanding consumers, shoppers & customers • Information tools • Typical consumer, shopper & customer needs • Major GTM models in export • Finding the right GTM partner • Selecting a GTM partner • When export product development is necessary • Building a strong export brand proposition • IP protection • Common export organisation structures • Export, pricing & logistics • Documentation • Risk management • Selling & negotiating skills & tools • Elevator pitch • Managing objections • Distributor contracts • Building a strong export business plan • Budgeting & forecasting • Consumer marketing support activities • Tools to build trial and repeat sale • Market study • Priority markets • Understanding Competition • Export Select Tool 1. Where to export 2. Deciding who to target (Consumers, shopper & customers) 3. Go-to- Market strategy 4. Export product development, Branding & IP 5. Export team structures, trade finance, documentation 6. Selling & negotiating 7. Marketing support for sell- thru 8. Export business plans $!
  15. 15. Key  Topics  in  this  Module   15   Consumers,  Shoppers   &  Customers   • Who  are  they?   • Why  is  it  important   to  understand  them?   SegmentaCon   • Grouping   consumers,  shoppers   &  customers   • Deciding  who  to   target   Insights   • Low  budget   techniques  for   finding  insights   • Best  pracCce   approaches   Common  Needs   • Consumers   • Shoppers   • Trade  customers  
  16. 16. Key  Topics  in  this  Module   16   Consumers,  Shoppers   &  Customers   • Who  are  they?   • Why  is  it  important   to  understand  them?   SegmentaCon   • Grouping   consumers,  shoppers   &  customers   • Deciding  who  to   target   Insights   • Low  budget   techniques  for   finding  insights   • Best  pracCce   approaches   Common  Needs   • Consumers   • Shoppers   • Trade  customers  
  17. 17. Key  Topics  in  this  Module   17   Consumers,  Shoppers   &  Customers   • Who  are  they?   • Why  is  it  important   to  understand  them?   SegmentaCon   • Grouping   consumers,  shoppers   &  customers   • Deciding  who  to   target   Insights   • Low  budget   techniques  for   finding  insights   • Best  pracCce   approaches   Common  Needs   • Consumers   • Shoppers   • Trade  customers  
  18. 18. Key  Topics  in  this  Module   18   Consumers,  Shoppers   &  Customers   • Who  are  they?   • Why  is  it  important   to  understand  them?   SegmentaCon   • Grouping   consumers,  shoppers   &  customers   • Deciding  who  to   target   Insights   • Low  budget   techniques  for   finding  insights   • Best  pracCce   approaches   Common  Needs   • Consumers   • Shoppers   • Trade  customers  
  19. 19. 3.  Go-­‐to-­‐Market  (GTM)   Strategy  Development   19   • Understanding consumers, shoppers & customers • Information tools • Typical consumer, shopper & customer needs • Major GTM models in export • Finding the right GTM partner • Selecting a GTM partner • When export product development is necessary • Building a strong export brand proposition • IP protection • Common export organisation structures • Export, pricing & logistics • Documentation • Risk management • Selling & negotiating skills & tools • Elevator pitch • Managing objections • Distributor contracts • Building a strong export business plan • Budgeting & forecasting • Consumer marketing support activities • Tools to build trial and repeat sale • Market study • Priority markets • Understanding Competition • Export Select Tool 1. Where to export 2. Deciding who to target (Consumers, shopper & customers) 3. Go-to- Market strategy 4. Export product development, Branding & IP 5. Export team structures, trade finance, documentation 6. Selling & negotiating 7. Marketing support for sell- thru 8. Export business plans $!
  20. 20. Key  Topics  in  this  Module   20   Major  GTM  business   models   •  What  are  they?   •  How  do  they  work?   •  Pros  &  Cons  of  each   Finding  a  Partner   •  Where  to  look?   Choosing  a  partner   •  Criteria  for  selecCng   an  export  partner  
  21. 21. Key  Topics  in  this  Module   21   Major  GTM  business   models   •  What  are  they?   •  How  do  they  work?   •  Pros  &  Cons  of  each   Finding  a  Partner   •  Where  to  look?   Choosing  a  partner   •  Criteria  for  selecCng   an  export  partner  
  22. 22. 4.  Export  Product   Development,  Branding  &  IP   22   • Understanding consumers, shoppers & customers • Information tools • Typical consumer, shopper & customer needs • Major GTM models in export • Finding the right GTM partner • Selecting a GTM partner • When export product development is necessary • Building a strong export brand proposition • IP protection • Common export organisation structures • Export, pricing & logistics • Documentation • Risk management • Selling & negotiating skills & tools • Elevator pitch • Managing objections • Distributor contracts • Building a strong export business plan • Budgeting & forecasting • Consumer marketing support activities • Tools to build trial and repeat sale • Market study • Priority markets • Understanding Competition • Export Select Tool 1. Where to export 2. Deciding who to target (Consumers, shopper & customers) 3. Go-to- Market strategy 4. Export product development, Branding & IP 5. Export team structures, trade finance, documentation 6. Selling & negotiating 7. Marketing support for sell- thru 8. Export business plans $!
  23. 23. Key  Topics  in  this  Module   23   A  key  assumpCon  in  this  module  is  the  manufacturer  or  exporter  has  a  range  of  products   already  developed  and  successful  in  the  domesCc  market  which  they  are  looking  to   internaConalise,  rather  than  a  start-­‐up  with  no  exisCng  products.   When  to   adjust   product?   Rules  &   RegulaCons   •  Impact  on   product   design   Export   branding   •  Building  a   strong   proposiCon   Product  &   Packaging   development   •  Tools  &   processes   •  Briefs   IP   •  Registering   &   protecCng   your  IP   Product   tesCng   •  EssenCal   processes   •  When  to   change   formulas   and   packaging   for   internaCo nal   markets  
  24. 24. • Understanding consumers, shoppers & customers • Information tools • Typical consumer, shopper & customer needs • Major GTM models in export • Finding the right GTM partner • Selecting a GTM partner • When export product development is necessary • Building a strong export brand proposition • IP protection • Common export organisation structures • Export, pricing & logistics • Documentation • Risk management • Selling & negotiating skills & tools • Elevator pitch • Managing objections • Distributor contracts • Building a strong export business plan • Budgeting & forecasting • Consumer marketing support activities • Tools to build trial and repeat sale • Market study • Priority markets • Understanding Competition • Export Select Tool 1. Where to export 2. Deciding who to target (Consumers, shopper & customers) 3. Go-to- Market strategy 4. Export product development, Branding & IP 5. Export team structures, trade finance, documentation 6. Selling & negotiating 7. Marketing support for sell- thru 8. Export business plans $! 5.  Export  Team  structures,   Pricing  &  DocumentaCon   24  
  25. 25. Key  Topics  in  this  Module   25   Export   OrganisaConal   Structures   • Roles  &   responsibiliCes  of   team  members   Export  Pricing   • Incoterms   Export  LogisCcs   • DocumentaCon   Risk  Management   • AnCcipaCng  and   miCgaCng  export   risks  
  26. 26. Key  Topics  in  this  Module   26   Export   OrganisaConal   Structures   • Roles  &   responsibiliCes  of   team  members   Export  Pricing   • Incoterms   Export  LogisCcs   • DocumentaCon   Risk  Management   • AnCcipaCng  and   miCgaCng  export   risks  
  27. 27. Key  Topics  in  this  Module   27   Export   OrganisaConal   Structures   • Roles  &   responsibiliCes  of   team  members   Export  Pricing   • Incoterms   Export  LogisCcs   • DocumentaCon   Risk  Management   • AnCcipaCng  and   miCgaCng  export   risks  
  28. 28. Key  Topics  in  this  Module   28   Export   OrganisaConal   Structures   • Roles  &   responsibiliCes  of   team  members   Export  Pricing   • Incoterms   Export  LogisCcs   • DocumentaCon   Risk  Management   • AnCcipaCng  and   miCgaCng  export   risks  
  29. 29. • Understanding consumers, shoppers & customers • Information tools • Typical consumer, shopper & customer needs • Major GTM models in export • Finding the right GTM partner • Selecting a GTM partner • When export product development is necessary • Building a strong export brand proposition • IP protection • Common export organisation structures • Export, pricing & logistics • Documentation • Risk management • Selling & negotiating skills & tools • Elevator pitch • Managing objections • Distributor contracts • Building a strong export business plan • Budgeting & forecasting • Consumer marketing support activities • Tools to build trial and repeat sale • Market study • Priority markets • Understanding Competition • Export Select Tool 1. Where to export 2. Deciding who to target (Consumers, shopper & customers) 3. Go-to- Market strategy 4. Export product development, Branding & IP 5. Export team structures, trade finance, documentation 6. Selling & negotiating 7. Marketing support for sell- thru 8. Export business plans $! 6.  Selling  &  NegoCaCng   29  
  30. 30. Key  Topics  in  this  Module   30   EffecCve  sales   meeCngs   •  Sales  &   negoCaCon   process   •  PreparaCon   •  Understanding   customer  needs   •  Features  &   benefits   The  power  of   numbers   •  Tools  to   demonstrate  the   revenue  and   profit  impact  of  a   commercial   proposal   Handling  customer   objecCons   •  AnCcipaCng   objecCons   •  Parking  and   responding   Distributor   agreements   •  Key  elements  of  a   distributor   agreement  
  31. 31. Key  Topics  in  this  Module   31   EffecCve  sales   meeCngs   •  Sales  &   negoCaCon   process   •  PreparaCon   •  Understanding   customer  needs   •  Features  &   benefits   The  power  of   numbers   Handling  customer   objecCons   Distributor   agreements  
  32. 32. Key  Topics  in  this  Module   32   EffecCve  sales   meeCngs   •  Sales  &   negoCaCon   process   •  PreparaCon   •  Understanding   customer  needs   •  Features  &   benefits   The  power  of   numbers   Handling  customer   objecCons   Distributor   agreements  
  33. 33. Key  Topics  in  this  Module   33   EffecCve  sales   meeCngs   •  Sales  &   negoCaCon   process   •  PreparaCon   •  Understanding   customer  needs   •  Features  &   benefits   The  power  of   numbers   Handling  customer   objecCons   Distributor   agreements  
  34. 34. • Understanding consumers, shoppers & customers • Information tools • Typical consumer, shopper & customer needs • Major GTM models in export • Finding the right GTM partner • Selecting a GTM partner • When export product development is necessary • Building a strong export brand proposition • IP protection • Common export organisation structures • Export, pricing & logistics • Documentation • Risk management • Selling & negotiating skills & tools • Elevator pitch • Managing objections • Distributor contracts • Building a strong export business plan • Budgeting & forecasting • Consumer marketing support activities • Tools to build trial and repeat sale • Market study • Priority markets • Understanding Competition • Export Select Tool 1. Where to export 2. Deciding who to target (Consumers, shopper & customers) 3. Go-to- Market strategy 4. Export product development, Branding & IP 5. Export team structures, trade finance, documentation 6. Selling & negotiating 7. Marketing support for sell- thru 8. Export business plans $! 7.  MarkeCng  Support  for  Sell-­‐ Thru   34  
  35. 35. MarkeCng  Support  for  Sell-­‐Thru   35   Trade   PenetraCon   •  Customer   acquisiCon   strategies   Shopper  Trial   •  Gejng   shoppers  to   try  for  the   first  Cme   Consumer   Repeat   •  Building   loyalty,  Cme   &  again   Strategies  &  TacCcs  to  drive  your  sales  post  launch  
  36. 36. MarkeCng  Support  for  Sell-­‐Thru   36   Strategies  &  TacCcs  to  drive  your  sales  post  launch   Trade   PenetraCon   •  Customer   acquisiCon   strategies   Shopper  Trial   •  Gejng   shoppers  to   try  for  the   first  Cme   Consumer   Repeat   •  Building   loyalty,  Cme   &  again  
  37. 37. MarkeCng  Support  for  Sell-­‐Thru   37   Strategies  &  TacCcs  to  drive  your  sales  post  launch   Trade   PenetraCon   •  Customer   acquisiCon   strategies   Shopper  Trial   •  Gejng   shoppers  to   try  for  the   first  Cme   Consumer   Repeat   •  Building   loyalty,  Cme   &  again  
  38. 38. 8.  Export  Business  Plans   38   • Understanding consumers, shoppers & customers • Information tools • Typical consumer, shopper & customer needs • Major GTM models in export • Finding the right GTM partner • Selecting a GTM partner • When export product development is necessary • Building a strong export brand proposition • IP protection • Common export organisation structures • Export, pricing & logistics • Documentation • Risk management • Selling & negotiating skills & tools • Elevator pitch • Managing objections • Distributor contracts • Building a strong export business plan • Budgeting & forecasting • Consumer marketing support activities • Tools to build trial and repeat sale • Market study • Priority markets • Understanding Competition • Export Select Tool 1. Where to export 2. Deciding who to target (Consumers, shopper & customers) 3. Go-to- Market strategy 4. Export product development, Branding & IP 5. Export team structures, trade finance, documentation 6. Selling & negotiating 7. Marketing support for sell- thru 8. Export business plans $!
  39. 39. Export  Business  Plans   39   Business  Plan   • Export  vision,   strategic   goals  and  key   strategies   KPIs   • Key  measures   to  manage   and  predict   progress   Sales   ForecasCng   • Inventory   management   and  customer   saCsfacCon   $!
  40. 40. Export  Business  Plans   40   $! Business  Plan   • Export  vision,   strategic   goals  and  key   strategies   KPIs   • Key  measures   to  manage   and  predict   progress   Sales   ForecasCng   • Inventory   management   and  customer   saCsfacCon  
  41. 41. Export  Business  Plans   41   $! Business  Plan   • Export  vision,   strategic   goals  and  key   strategies   KPIs   • Key  measures   to  manage   and  predict   progress   Sales   ForecasCng   • Inventory   management   and  customer   saCsfacCon  
  42. 42. Like  to  learn  more?   42   Please check out my book! Available on Amazon, iBooks, Barnes & Noble, e-Sentral, Kobo, & Baker & Taylor
  43. 43. Export  &  Expand  with  Exigo   Category  &  Market  Entry   Customer  Partnerships   Capability  Programmes   Using  consumer,  shopper,   customer,  category  and   compeCtor  insights,  find  the  best   ways  to  enter  and  expand  in  new   markets   Research,  screen,  contact   and  negoCate  with  new   partners  to  execute   market  entry  strategies   Embed  and  implement   strategy  with  best   pracCce  learning   43   Contact:     rupert@exigomarkeCng.com     www.exigomarkeCng.com   hJps://www.facebook.com/exigomarkeCng   @exigomarkeCng  
  44. 44. 44   An  IntroducCon  to  Health  &  Beauty  Foods  in  Japan   June  2015  

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