Local output to be promoted
Promotion of a national brand is essential for the advancement of the local output and development of the economy.
Branding, which is accepted as a fundamental element of successful marketing strategy, is mainly used to promote products and services globally. For a brand or product to become a well-known and meet high demand a consumer should be aware of the product.
Brand awareness can be ensured through displaying a product or service in prominent events, holding of export missions, participation in international exhibitions, and advertising the products on foreign markets.
Currently the government of Azerbaijan pays a big attention to gaining a share in the international commodity markets with its products branded "Made in Azerbaijan".
The country’s government has recently determined main aspects of rendering the state support to exporters, and work in this direction is now underway.
Economy Minister Shahin Mustafayev said that the country is engaged in the preparation of a list of foreign retailers, where some stands with “Made in Azerbaijan” branded products will be created.
Special stands are expected to be created in Istanbul, Moscow, Frankfurt, Dubai airports, as well as at famous Russian retailers. Mustafayev said that Azerbaijani wine, jam, honey, carpets and kalaghais [traditional Azerbaijani women’s silk headgear] will be presented on these racks.
The stands will be created primarily in duty-free shops in the largest airports of the world, while such shops will allow local output to reach a large number of consumers. Moreover, it will increase awareness about the country’s output, even in the countries, where local products are not supplied.
Atoner mechanism that will be directed at raising awareness about the ‘Made in Azerbaijan’ brand is sending export missions to foreign countries.
Mustafayev said that the country will direct such missions to a number of exhibitions in UAE and China. Moreover, the mission will also participate in the International Green Week in Berlin.
The exhibition is considered to be one-of-a-kind event for food, agricultural and horticultural industries.
Only 10 export missions may be held within a year, while exporters participating in missions will be freely provided with accommodation, transport and translation services.
The minister also said that work on the creation of a single database of produced goods is currently underway, while the portal is already available in test mode. The database will contain thorough information about domestically produced goods and their manufacturers, including legal address, contact, production opportunities, and partners.
Today Azerbaijan outputs more than 250 kinds of home-made products in food, light, heavy and construction industries.
The export of agricultural products is expected to be a locomotive for nonoil sector exports as Azerbaijan, possesses a huge potential in the sphere. Good climatic conditions and suitable soils are determining factors that allow the development of the sphere.
The country has an opportunity to become a new food supplier for the EU. EU Ambassador, Malena Mard earlier said the EU would be glad to see Azerbaijani products in supermarkets, restaurants and tables in homes across Europe. Indeed, the EU and Azerbaijan have already collaborated on increasing food safety standards, while the issue is of great importance in Europe.