S M JALEEL GOES GLOBAL

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S M JALEEL GOES GLOBAL
Usha SamsoondarTerritory ManagerS M
JALEELIICA-CABA-NAMDEVCO Seminar Food and
Beverage Producers, Expand your Possibilities 27
October, 2004Trinidad
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MARKET ENTRY DEVELOPMENTPRODUCT
DEVELOPMENTCHANNEL PENETRATION
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WHERE, HOW WHY?

In pursuit of international markets
VISION of S M JALEEL . . . to make CHUBBY a
Global Brand
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MARKET ENTRY

• WHERE?
• Emerging markets / liberalization
• WTO and Free Trade Agreements
• Removal of Barriers to imports
• Central and Eastern Europe, Latin America, India
  and Southeast Asia

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MARKET DEVELOPMENT

• Grouping Markets
• Targeting a geographic region
• Costs of marketing lowered
• Geographic proximity for travel
• Region should produce enough opportunity to
  create critical mass/economies of scale

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MARKET DEVELOPMENTASSESSING A NEW MARKET

• Environmental review
• Economic indicators GNP growth, interest
  levels, employment levels
• Physical environment demographics, physical
  infrastructure, climate
• Socio-cultural environment social classes,
  language, religion, customs

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MARKET DEVELOPMENT

• Political climate/risk assessment
• Stability of countrys political system
• Incidence of riots, strikes,assassinations
• Government actions that promote or restrict
  international marketing
• Regulatory changes and actions foreign exchange
  policies, devaluation, increased taxes

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MARKET DEVELOPMENT

• Legal issues
• Trademark and Brand protection
• Sanitary Registration
• Contract agreements
• Market size / growth potential
• Market potential aggregate demand
• Sales potential company demand
• Relative market size per capita consumption

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MARKET DEVELOPMENT

• Competitive activity
• Determine who your competitors are
• Understand market share, capacity, RD
  capability, pricing strategies and past reaction
  to competitive moves
• Response to expected competitive activity
• Product Development
• Ingredients, Labelling and packaging requirements
• Concept test and Test marketing
• Standardization with flexibility

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MARKET DEVELOPMENT

• Product Development
• Adapting to Cultural Preferences
• Product size dimensions line extensions
• Branding selecting /changing Brand names
• Importance of taste profile customising flavors
  and taste
• Cost of entry / barriers to trade
• Tariffs
• Taxes
• Trademark and Sanitary Registration of product
• Non tariff barriers

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MARKET DEVELOPMENT

• Taxes,duties, cost factors pricing
• Freight ocean and inland
• Channel and distribution costs wholesale and
  retail margins
• Channel penetration strategies
• Geographic
• Channel focus and selection
• Density of Distribution

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MARKET DEVELOPMENT

• Selecting a Distributor
• Synergy
• Financial capability
• Experience and track record
• Portfolio of products complementary products
• Build a high-trust, mutually beneficial
  relationship

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MARKET DEVELOPMENT

• Marketing and Promotion strategies based on
• Distribution coverage and penetration
• Sales potential

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MARKET DEVELOPMENT

• Competitive advantage Key Success Factors the
  CHUBBY story
• Unique concept
• Positioning strategy
• Packaging
• Customized formulations
• Aggressive marketing strategies
• Market research and information

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Thanks for your attention