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"