export development programme (a synopsis from exigo marketing)

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Export Development Programme for Consumer

Companies

This is a synopsis of Exigo’s Export Development Learning Programme. For further informa1on please contact

[email protected]


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Some of the concepts we’ll introduce in this

programme!


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.


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


To succeed in Expor1ng a clear Process & Plan is

required!

5

Process Plan Export


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

$!


1. Where to Export?

7









• IP protection



• Documentation










• Market study




1. Where to

export

2. Deciding

who to target (Consumers,

shopper & customers)


4. Export product



trade finance, documentation

6. Selling &

negotiating

7. Marketing support for sell-

thru

8. Export

business plans

$ !


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


2. Who to Target

9









• IP protection



• Documentation










• Market study




1. Where to

export

2. Deciding




4. Export product




6. Selling &

negotiating


thru

8. Export

business plans

$ !



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


3. Go-‐to-‐Market (GTM) Strategy Development

11









• IP protection



• Documentation










• Market study




1. Where to

export

2. Deciding




4. Export product




6. Selling &

negotiating


thru

8. Export

business plans

$ !



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


4. Export Product Development, Branding & IP

13









• IP protection



• Documentation










• Market study




1. Where to

export

2. Deciding




4. Export product




6. Selling &

negotiating


thru

8. Export

business plans

$ !



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










• IP protection



• Documentation










• Market study




1. Where to

export

2. Deciding




4. Export product




6. Selling &

negotiating


thru

8. Export

business plans

$ !

5. Export Team structures, Pricing & Documenta1on

15



16

Export Organisa1onal Structures

• Roles & responsibili1es of team members

Export Pricing

• Incoterms

Export Logis1cs

• Documenta1on

Risk Management

• An1cipa1ng and mi1ga1ng export risks










• IP protection



• Documentation










• Market study




1. Where to

export

2. Deciding




4. Export product




6. Selling &

negotiating


thru

8. Export

business plans

$ !

6. Selling & Nego1a1ng

17



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










• IP protection



• Documentation










• Market study




1. Where to

export

2. Deciding




4. Export product




6. Selling &

negotiating


thru

8. Export

business plans

$ !

7. Marke1ng Support for Sell-‐Thru

19


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


8. Export Business Plans

21









• IP protection



• Documentation










• Market study




1. Where to

export

2. Deciding




4. Export product




6. Selling &

negotiating


thru

8. Export

business plans

$ !


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

$!


Export Development Programme for Consumer

Companies

This is a synopsis of Exigo’s Export Development Learning Programme. For further informa1on please contact

[email protected]

export development programme (a synopsis from exigo marketing)

Business

exigo marke1ng s pte

export business

export development programme

export roadmap

process plan export

accelera1ng export projects

company image

variety of consumer