© 2015 Exigo Marke1ng (S) Pte Ltd, all rights reserved. www.exigomarke1ng.com
Export Development Programme for Consumer
Companies
This is a synopsis of Exigo’s Export Development Learning Programme. For further informa1on please contact
© 2015 Exigo Marke1ng (S) Pte Ltd, all rights reserved. www.exigomarke1ng.com
MARKETING �
INTERNATIONAL�TR
ADE�
EXPORT�CONSUMERS�
CUSTOMERS�
SHOPPERS�
CHANNELS�
COUNTRIES�
PRICING�
MARGINS�
GLOBAL�
POINT OF SALE �
OFF TAKE �
REPEAT�
TRIA
L�
SEGMENTATION�
POSITIONING �
CONCEPT�
USP �
DIFF
EREN
TIAT
ION�
COMPETITION�
SALESMAN �DELIVERY�
KEY ACCOUNTS�
WHO
LESA
LERS
�
DIST
RIBU
TORS
�
MED
IA�
ADVE
RTIS
ING�
PR�
PRESENTATION �
NEGOTIATION �
TRADING �
VALUE �CHAIN �
GROCERY �
RETAIL�
FMCG �
H&B�
OTC�
FOOD�
BEVERAGE �
PACKAGING �
SUPPLY�
REBATES�
DISCOUNTS�
LISTING �CU
STOM
S�
FOB�
CIF�
CONT
RACT�
LABELS� QUAL
ITY�
PARTNER�
STRATEGY�
PLAN �
PAYMENT �
FINANCE �
CIF�
CNF�
PRICE �
IMAGE �
SUPP
LY�
REBA
TES�
CATEGORY�
INSIGHT�NEEDS�
INSIGHT�
WANTS�
PR�
TERMS�
PROPOSITION �
SAMPLES� MOCK UPS�
TESTING �
PPM �
FEEDBACK�
SYSTEM�
NETWORK �
EXCLUSIVE �
GONDOLA �
BUDGET�
KPI�
FEED
BACK
�
PRIV
ATE
LABE
L�
NETW
ORK�
EXCL
USIV
E�TA
RGET�
BUDG
ET�
KPI�
RULES�
NON GROCERY�REGULATIONS�
POP �POS�
POB�
CONSUMPTION �
USER
S�
USP�
COST�
MOC
K UP
S�
BUY�
SELL�BA
RTER
�
MON
EY�
CURRENCY�
PURCHASE ORDER�
QSR�
INCOTERMS�
GOODS�
INSURANCE �
BILL OF LADING �
GUARANTEE �
CPG�INGREDIENTS�
MARKET�
BRAND�FREIGHT�
PORT�
TRADING TERMS�
BUYE
R�SE
LLER
�
ANNUAL REBATE �
CASH SETTLEMENT�
TRADE �
LAUNCH�
PRODUCT�
SKU�
MARKET TRENDS�
PRICING �
CATEGORY MANAGEMENT�
CTM�
CPM �
DEMONSTRATOR�
LOGISTICS�INNOVATION �R&D�
TRUC
KS�
CENT
RE F
EE�
PROD
UCTI
VITY
�
MERCHANDISER�CO
NSOL
IDAT
OR�
ORDE
RS�
DISP
LAY�
FIXT
URE�
PROM
OTIO
N�
ROUTE TO MARKET�
CATEGORY�
RESEARCH�
FIELDWORK�
RESULTS�
AWARENESS�
PALL
ET�
CONT
AINE
R�
COLD
CHA
IN�
TARIFFS�CLEARANCE �
DEMOGRAPHICS�
LIFE STYLES�CONSUMER SAFARI �
RETA
IL A
UDIT�
HOM
E PA
NEL�
SHELF STANDOUT�
FRANCHISE �
LICENSE �
DIRECT DELIVERY� TARG
ETIN
G�
DEM
AND�
PROMOTIONS�
LOYALTY �
RETURNS�
CALL
CYC
LE�
BEHAVIOUR�
PRODUCT LIABILITY�CONSUMER COMPLAINTS�IN
TERN
AL O
RGAN
ISAT
ION�
SOCIAL MEDIA � EXPERIENTIAL�
PITC
H�
AUCTION � ALTERNATIVE TRADE CHANNELS�
MUL
TI L
EVEL
MAR
KETI
NG�
COD�
LCL�RE-EXPORT�
FROZEN �
CHILLED�
AMBIENT�
SHELF STABLE �
OPINION LEADERS�
CAMPAIGN �
CLAIMS�
LOAD
�
PEOPLE �
RELATIONSHIPS�
MARKET SHARE �
PRIC
E PO
INT�
360º �
YEN�RM
B�
EURO �
BAHT�
RUPEE �
KILO�
RINGITT�
WEIGHT�
COMMODITIES�
Some of the concepts we’ll introduce in this
programme!
© 2015 Exigo Marke1ng (S) Pte Ltd, all rights reserved. www.exigomarke1ng.com
Health Warning!
The Export Development Programme is based on Exigo’s experience of designing, implemen1ng and accelera1ng export projects for a variety of consumer companies, large and small, mainly in Asia and the Middle East. This deck is a synopsis of the programme’s 8 modules. Exigo accepts no liability or responsibility for any decisions taken based on this presenta1on. We encourage readers to conduct their own research and due diligence before star1ng their export business.
© 2015 Exigo Marke1ng (S) Pte Ltd, all rights reserved. www.exigomarke1ng.com
Why Export?
4
Broadens customer base
Extends product life cycles
Establishes the business
Interna1onally
Stay compe11ve
Helps sell addi1onal inventory
Improves company image
Helps company innovate Protects company
against domes1c market swings
© 2015 Exigo Marke1ng (S) Pte Ltd, all rights reserved. www.exigomarke1ng.com
To succeed in Expor1ng a clear Process & Plan is
required!
5
Process Plan Export
© 2015 Exigo Marke1ng (S) Pte Ltd, all rights reserved. www.exigomarke1ng.com
Export roadmap for consumer companies
• 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, admin.
6. Selling &
negotiating
7. Marketing support for
sell-thru
8. Export
business plans
$!
© 2015 Exigo Marke1ng (S) Pte Ltd, all rights reserved. www.exigomarke1ng.com
1. Where to Export?
7
• 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
$ !
© 2015 Exigo Marke1ng (S) Pte Ltd, all rights reserved. www.exigomarke1ng.com
Key Topics in this Module
8
Selec1ng an export market
• What makes an export market a]rac1ve
Assessing your export capability
• What are your USPs?
Understanding Compe11on
• Who are they and what does it mean for us?
Export Select
• How to priori1se markets systema1cally
© 2015 Exigo Marke1ng (S) Pte Ltd, all rights reserved. www.exigomarke1ng.com
2. Who to Target
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
$ !
© 2015 Exigo Marke1ng (S) Pte Ltd, all rights reserved. www.exigomarke1ng.com
Key Topics in this Module
10
Consumers, Shoppers & Customers
• Who are they? • Why is it important to understand them?
Segmenta1on
• Grouping consumers, shoppers & customers
• Deciding who to target
Insights
• Low budget techniques for finding insights
• Best prac1ce approaches
Common Needs
• Consumers • Shoppers • Trade customers
© 2015 Exigo Marke1ng (S) Pte Ltd, all rights reserved. www.exigomarke1ng.com
3. Go-‐to-‐Market (GTM) Strategy Development
11
• 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
$ !
© 2015 Exigo Marke1ng (S) Pte Ltd, all rights reserved. www.exigomarke1ng.com
Key Topics in this Module
12
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 selec1ng an export partner
© 2015 Exigo Marke1ng (S) Pte Ltd, all rights reserved. www.exigomarke1ng.com
4. Export Product Development, Branding & IP
13
• 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
$ !
© 2015 Exigo Marke1ng (S) Pte Ltd, all rights reserved. www.exigomarke1ng.com
Key Topics in this Module
14
When to adjust
product? Rules &
Regula1ons
• Impact on product design
Export branding
• Building a strong proposi1on
Product & Packaging
development
• Tools & processes
• Briefs
IP
• Registering & protec1ng your IP
Product tes1ng
• Essen1al processes
• When to change formulas and packaging for interna1onal markets
© 2015 Exigo Marke1ng (S) Pte Ltd, all rights reserved. www.exigomarke1ng.com
• 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 & Documenta1on
15
© 2015 Exigo Marke1ng (S) Pte Ltd, all rights reserved. www.exigomarke1ng.com
Key Topics in this Module
16
Export Organisa1onal Structures
• Roles & responsibili1es of team members
Export Pricing
• Incoterms
Export Logis1cs
• Documenta1on
Risk Management
• An1cipa1ng and mi1ga1ng export risks
© 2015 Exigo Marke1ng (S) Pte Ltd, all rights reserved. www.exigomarke1ng.com
• 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 & Nego1a1ng
17
© 2015 Exigo Marke1ng (S) Pte Ltd, all rights reserved. www.exigomarke1ng.com
Key Topics in this Module
18
Effec1ve sales mee1ngs
• Sales & nego1a1on process
• Prepara1on • Understanding customer needs
• Features & benefits
The power of numbers
• Tools to demonstrate the revenue and profit impact of a commercial proposal
Handling customer objec1ons
• An1cipa1ng objec1ons
• Parking and responding
Distributor agreements
• Key elements of a distributor agreement
© 2015 Exigo Marke1ng (S) Pte Ltd, all rights reserved. www.exigomarke1ng.com
• 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. Marke1ng Support for Sell-‐Thru
19
© 2015 Exigo Marke1ng (S) Pte Ltd, all rights reserved. www.exigomarke1ng.com
Marke1ng Support for Sell-‐Thru
20
Trade Penetra1on
• Customer acquisi1on strategies
Shopper Trial
• Geing shoppers to try for the first 1me
Consumer Repeat
• Building loyalty, 1me & again
Strategies & Tac1cs to drive your sales post launch
© 2015 Exigo Marke1ng (S) Pte Ltd, all rights reserved. www.exigomarke1ng.com
8. Export Business Plans
21
• 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
$ !
© 2015 Exigo Marke1ng (S) Pte Ltd, all rights reserved. www.exigomarke1ng.com
Export Business Plans
22
Business Plan
• Export vision, strategic goals and key strategies
KPIs
• Key measures to manage and predict progress
Sales Forecas1ng
• Inventory management and customer sa1sfac1on
$!
© 2015 Exigo Marke1ng (S) Pte Ltd, all rights reserved. www.exigomarke1ng.com
Export Development Programme for Consumer
Companies
This is a synopsis of Exigo’s Export Development Learning Programme. For further informa1on please contact