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US Market Entry   Discussion  Stefan Preston NZTE 2011
US MarketLandscape
Half theWorld’sConsumerEconomy
Everysignificantscaleablebrand isrepresentedin themarket.
Low Cost                            Share                           GrowthDifferent                            Here       ...
Structured BusinessEnvironment and Culture      Rules You                        Rules You     Can’t Break                ...
The buyer’s                  100’s brands         no timeworld                 efficiency                                  ...
Finding aWay In
Trade Show wasan EffectiveWay In  Lingerie    President of                              Niki Sachs  Americas   Lingerie As...
“Niki Sachs started Hanro (highly successful Swiss lingeriebrand) in the US and is regarded as a doyen of the industry” - ...
Different +GoodPretty + Everyday
DesignChallenge       “What is the minimum effective        deployment to be credible and            scaleable in market?”
Need USD3M inSales to BreakEven                      Sales ? x 50%GP                                -                     ...
3 Days to get         Bergdorf Goodman, Henri Bendell, Fred Seagal$3M                                Neiman Marcus        ...
Our IndustryBrand Story                                                        Staff(Earnest Kiwi or Disruptive Player)   ...
Playing both a short andlong term game...   Short Term (Tactical)           Long Term (Strategic)   - Need for early volum...
Winning inBloomingdales 57th
GuerillaMarketing
TradeShow
Showroom
BuyerExperience
BusinessStory
Questions
US Market Entry
US Market Entry
US Market Entry
US Market Entry
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US Market Entry

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Outline of methodology for establishing a beachhead in the US market for a consumer products company.

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US Market Entry

  1. 1. US Market Entry Discussion Stefan Preston NZTE 2011
  2. 2. US MarketLandscape
  3. 3. Half theWorld’sConsumerEconomy
  4. 4. Everysignificantscaleablebrand isrepresentedin themarket.
  5. 5. Low Cost Share GrowthDifferent Here Established Competitors Same Use Brand and Scale Here Bad Good
  6. 6. Structured BusinessEnvironment and Culture Rules You Rules You Can’t Break vs. Must Break ? - showroom location - trade show booth - US staff - retail calendar - correct tier distribution
  7. 7. The buyer’s 100’s brands no timeworld efficiency GMROI budgeted sales fun sell through risk limited space suppliers need for newness people to deal with am I going to look Short-cuts good? - Brand - US based - Americans - I like visiting - Compelling Story
  8. 8. Finding aWay In
  9. 9. Trade Show wasan EffectiveWay In Lingerie President of Niki Sachs Americas Lingerie Assoc
  10. 10. “Niki Sachs started Hanro (highly successful Swiss lingeriebrand) in the US and is regarded as a doyen of the industry” - Dept Store Buyer Local Company Knowledge and Experience + Knowledge and Experience
  11. 11. Different +GoodPretty + Everyday
  12. 12. DesignChallenge “What is the minimum effective deployment to be credible and scaleable in market?”
  13. 13. Need USD3M inSales to BreakEven Sales ? x 50%GP - Fixed Overhead $700k - Investment $500k Launch Promo $800k = Zero
  14. 14. 3 Days to get Bergdorf Goodman, Henri Bendell, Fred Seagal$3M Neiman Marcus Nordstrom, Bloomingdales- Positioning Doors Marshall Fields,- Volume Doors Macy’s, Dillards Target, Sears, JC Penney Let the Americans do Kmart the talking... Walmart
  15. 15. Our IndustryBrand Story Staff(Earnest Kiwi or Disruptive Player) Victoria Vandagriff Positioning Door Herbert Mines Oprah Brands - Performance PR/ Adv Agency Mario Sorrenti Showroom Experience Industry Press Brand Materials Elle Macpherson
  16. 16. Playing both a short andlong term game... Short Term (Tactical) Long Term (Strategic) - Need for early volume - Get into the right volume accounts - Keep home fire burning - Innovation in design - Don’t under-deliver - Tune product range and comms - Maintain confidence of board - Over deliver in positioning doors - Take risks to gain attention - Work on economics
  17. 17. Winning inBloomingdales 57th
  18. 18. GuerillaMarketing
  19. 19. TradeShow
  20. 20. Showroom
  21. 21. BuyerExperience
  22. 22. BusinessStory
  23. 23. Questions

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