Don't go all-in! Phase your investments wisely across a few years
The marketing budgets agreed must not be “burned” in the first year(
15 tips to export
These are the 15 most important tips to be able to launch your brand successfully. Although they look quite straightforward, they are very complex topics that we've tried to capture in a simple manner.
Set s.m.a.r.t. KPIs with your partner
Define a clear set of KPIs and the picture of success for
Set the right growth pace for a new brand in a new market
Often companies require a swift pace of growth but, to avoid frustration
Choose the right people and the right set-up
beverage companies opt for having a few own people on the ground
Set clear rules with your partner on who spends what
To avoid misunderstandings, you should agree on what type of investment (brand
Pick partners who understand premium on-trade
The average distributor/wholesaler has mostly access to mainstream outlets and
modern
Beware unprofitable channels
Ensure a fair share of the value chain is distributed to the
Give the right brands to the right distributors
There might or might not be economies of scale across different product
Align your growth ambitions with those of your partners
It is crucially important to align on the pace at which you
Which type of partner(s) to choose?
Brands usually have existing contracts with distributors in each market. Very
often,
Choose the right price and share your value fairly throughout the chain
Review the pricing architecture of the category market then set the premium
Skip market reports, focus on selling the first cases
Estimate value/volume full potential as well as what realistically you can