Export Development Programme (a synopsis from Exigo Marketing)
•
1 like•656 views
The document outlines an export development programme for consumer companies. It discusses selecting export markets, assessing export capabilities, understanding competition, and prioritizing markets systematically using an export select tool. The programme covers understanding consumers, go-to-market strategies, export product development, export team structures, selling and negotiating, and developing export business plans. Participating companies will learn strategies and concepts to successfully enter new international markets and expand their export business.
Recommended
More Related Content
What's hot
What's hot (18)
Viewers also liked
Similar to Export Development Programme (a synopsis from Exigo Marketing)
Similar to Export Development Programme (a synopsis from Exigo Marketing) (20)
Recently uploaded
Recently uploaded (20)
Export Development Programme (a synopsis from Exigo Marketing)
- 1. 1 The Export Development Programme for Consumer Companies
- 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. 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. 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. 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. To succeed in ExporCng a clear Process & Plan is required! 6 Process Plan Export
- 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. • 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. 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. 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. 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. 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. • 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. 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. 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. 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. 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. • 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. 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. 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. 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. 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. 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. 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. 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. Like to learn more? 42 Please check out my book! Available on Amazon, iBooks, Barnes & Noble, e-Sentral, Kobo, & Baker & Taylor
- 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 An IntroducCon to Health & Beauty Foods in Japan June 2015