marketing PROGRAMME for BRITISH FOOD and DRINK to POLAND

Transcription

1 Join the GREATEST ever EXPORT marketing PROGRAMME for BRITISH FOOD and DRINK to POLAND

2 Over 60 British Food and Drink producers have been taking part in a staged market entry programme since Q And over 50% have started selling via one or other channel. 29 British producers started selling over 200 new products during British Aisles and British Days promotions in We have now launched the 4th Edition of Taste of Britain in Poland. a partnership between

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4 EXPORT focus POLAND Historically British Food and Drink products have been scarce in Poland. In the 26 years since the fall of communism, the import shelves have been created by countries from all over the world including Europe, Asia and the Americas - driven by retailers. However, with over 1m Poles in Britain and families traveling back and forth the awareness of and demand for British products is rising and helping drive export growth. Poland is the largest of the Eastern European markets in EU with 38m people and a gateway to the region totalling over 100m+ consumers in CEE. Market entry has to be carefully planned with a long-term view. Little chance of quick wins. A few insights: EC forecast GDP growth of 3.5% for Poland in Only country not to hit recession in recent years. Disposable income is approx. 2/3 of UK therefore there is pressure on price. Retailing is still fragmented with just over 50% of sales via modern retail (mulitples). Poland has the largest number of independent stores in Europe numbering over 140,000. These are forming into various buying groups, franchise operations, convenience brands etc. Retailing is dominated by foreign operators. The largest is a discount chain Biedronka with over 2,500 outlets, owned by Jeronimo Martens. Other major players: Auchan, Tesco, Carrefour, Lidl, Piotr & Paweł. Foodservice/HoReCa is even more fragmented with fewer major groups.. There are 3 major cash and carry wholesalers with national coverage. The fragmented nature of the market poses challenges but also opportunities as there are more potential routes to market than in more developed countries.

5 British FOOD and DRINK in POLAND Rule of thumb for British producers: products sold in multiple retail or major foodservice/horeca accounts (i.e. mainstream) in UK are generally premium priced in Poland and craft or artisan products in UK are mostly super premium in Poland and can be very niche. From our experience the greatest proposition UK producers offer Poland are highest quality products that combine innovation in production, taste delivery and packaging, based on tradition and heritage; including ethnic roots. Key British Product Categories we have worked with in retail and foodservice Fresh Meat Frozen Foods Dairy Ethnic Products Condiments & Preserves Snacks Confectionery Health & Bio Cereals Hot Beverages Cold Beverages Beers & Ciders Spirits Ingredients Oils & Sauces Our objective is to help any British producer enter the Polish market if we think they have a chance from the outset. The market entry programme has been designed in stages to ensure companies have sufficient information to invest further in the process and simultaneously reduce risk.

6 MARKET ENTRY programme stages 1. FEASIBILITY: Market Research and Competitive Analysis 2. MARKET TEST: Trade Feedback - confirmation of trade interest 3. TRADE MEETINGS: Meetings and Negotiations Note: the programme is designed such that each stage is a stand-alone project with identified deliverables. This means that there is no requirement to purchase subsequent stages. All stages combine in an overall programme and companies cannot jump over stages. The various stages are payable by companies in advance.

7 1. Feasibility: Market Research and Competitive Analysis Market Overview: Grocery sector report: Category trends, size and growth Product Description Location Price Distribution breakdown: Retail and Wholesale HORECA and Foodservice Światowid private label CHEDDAR 10 and 14 months maturity BIEDRONKA discount chain owned by Jeronimo Martens 7.49 PLN per 200g PLN per KG Regulations and labeling requirements Competitive Analysis: Category breakdown of competitor products and pricing Across a range of channels: Wholesale Premium retail Discount retail Specialist stores On-line HoReCa/Foodservice (where applicable) Month

8 2. Market Test: Trade Feedback Market Test: Receipt of product samples Preparation of product offer and proposition (without prices) Target trade database: agents, distributors, retailers, horeca/foodservice Distribution of product offer to select trade partners Follow up responses Meetings and presentation of samples as required Analysis of potential and interest in meetings with producers Month

9 3.Trade Meeting: Meetings and Negotiations Materials for Trade: Competitive Analysis Product offers and pricing Consumer promotions Schedule: Trade short-list Follow-up Confirmation of interest Meeting Schedule Meetings: Facilitation in meetings Format and date to be agreed Trade Partner* presentation of Agency service Month *offered only to companies in TOB group programme

10 Programme timing Month FEASIBILITY: Market Research Competitive Analysis 2. MARKET TEST: Target Database Trade Feedback 3. TRADE MEETINGS: Trade Meetings and Negotiations

11 Budget per BRAND or PRODUCT Category Market Entry Programme - Poland TOTAL per brand or product category Payable by Individual TOB 4 Stage 1: Feasibility: Market Research and Competitive Analysis 1, Stage 2: Market Test: Trade Feedback 1, Stage 3: Trade Meetings: Meetings and Negotiations 1, All prices quoted are for each Brand/Product Category. Prices exclude costs of travel, accommodation and meals for companies and BPCC representatives. Key Terms Prices exclude cost of couriers, transport and storage of products. Each stage is payable in advance within 7 days from invoice. Prices net of VAT. Companies have no obligation to purchase subsequent stages. Information accuracy is subject to market availability. Services performed according to international best practice techniques and standards.

12 Marketing Communications and Promotions in Poland Click to follow and LIKE British food and drink products in Poland and promotional activities on Facebook: Click to view an on-line presentation of the British Aisles promotion in your browser. With Internet Explorer you need version 10 or later of the browser. The presentation contains active panels with a press conference, links to numerous press articles (incl. in English), photos and also video material.

13 Marketing Communications and Promotions in Poland Lord Maude Minister of Trade and Investment during visit to Poland, meeting with British Ambassador Robin Barnett and Taste of Britain programme Director Marek Schejbal. Launching British Aisles promotion by celebrity British chef Kevin Aiston. The promotion ran for 3 months in Kuchnie Świata delicatessen chain. Images from British Days promotion run in Alma premium supermarket chain. It was the largest promotion of British products in Poland with over 20 producers sampled simultaneously.

14 Client References I was very impressed with the number and quality of leads as the project encouraged some of the leading retailers and distributors to join the event and commence negotiations. Participation in the project resulted in a number negotiotions taking place and should identify the appropraite partner for distribution of Jordans cereal range in Poland. Marcin Walkowski Regarding the past week s activities in Warsaw and the participation of BPCC and UKTI, I would like to forward my thanks and appreciation for all the hard work carried out over the last 3 days and all the time spent investigating the market, researching the partners and carrying out tastings and consumer research. This has been a very professional project and I hope the results show that to be the case. If only other countries would be represented in the same way then I am sure the volume of exports into other markets would be in substantial growth. Well Done and Thank you. Kind regards Nick Davis As part of the 'Food is Great - Taste of Britain' market entry campaign, Dairy Crest pie requested the services of the BPCC Trade Team to explore export opportunities of its dairy products portfolio into the Polish market. The level of service and in-depth market data we received, including product assortment, pricing, positioning and competition, was outstanding. This has enabled Dairy Crest to gain a clear understanding of the potential opportunities in the Polish market and to formulate the right strategy to enter into the market. I must highlight the high level of professionalism and competency demonstrated by all the BPCC Trade Team staff for the duration of the project and beyond. As a result of the 3-day 'Food is Great - Taste of Britain' event held in Warsaw during April 2014; I was able to meet most of the dairy retail buyers and distributors and finally secured a distribution agreement with one of the largest cheese importers and distributors in the market. I do sincerely hope that our feedback and exceptionally positive experience will encourage more UK companies to get close to the BPCC Trade Team to get advice on their export business needs if they are targeting the Polish market. Maria Rodriguez International Account Manager Having done "trade missions" in the past, this was a leap of faith on our part and I was very pleasantly surprised. The pre-visit research documents were very useful and the briefings and other paperwork have enabled me to fill in gaps in my understanding of the Polish retail market opportunity. I know from speaking amongst the other delegates that they too very visibility impressed with arrangements and BPCC and UKTI are to be commended for the drive and initiative shown. I sincerely hope that this type of event may be used in other parts of the globe as an active promotion to re-ignite the local interest in Great Britain and great British companies. Best wishes to all your staff. Robert Millar Managing Director Many thanks for your splendid efforts last week and please pass on my thanks to the rest of the team particularly Bogna who did a fantastic job. It is not easy pinning buyers down to a day let alone a precise time so I understand the pressures you were under to keep things flowing but I came away with a number of useful contacts and will of course keep you updated on any progress made. I am sure that your efforts will deliver results for the Taste of Britain campaign going forward and hope that our company also benefits, in the meantime keep up the good work. John Evans, Managing Director

15 Project Leader: Marek Schejbal Author and manager of the Taste of Britain market entry programme in Poland. Working with over 60 new British food and drink producers in a staged programme of which at least 50% have started selling in Poland via various channels. Potential CEE roll-out. Set up and managed One Agenda a consultancy providing Research, Market Entry, Supply Chain and Management services for companies developing business in CEE - from Poland to Turkey. Top-line: Market entry process for over 200 companies from numerous countries Approx. 50% from UK across various sectors from SMEs to large corporations Managed group projects for inbound Trade Missions to Poland from: Turkey, Greece, UK, Korea and Brazil. And outbound to UK, Russia and Ukraine. Introduced and acted as agent for Sharwoods product range of sauces in Poland. Set up and managed supply chains in CEE for Asda, Walmart, Kingfisher (B&Q, Castorama). Former CEO of international ATL/BTL advertising networks in Poland: Ogilvy & Mather Group, GGK Direct (Lowe Group). LinkedIn profile: LinkedIn Marek Schejbal for further details please contact Marek Schejbal marek.schejbal@bpcc.org.pl,