En­gag­ing Singaporeans with your F&B brand re­quires a spe­cial three-pronged strat­egy, as Nada Young ex­plains.

Exporter - - CONTENTS -

En­gag­ing Singaporeans with your F&B brand re­quires a spe­cial three-pronged strat­egy. Nada Young ex­plains.

There's no doubt that New Zealand com­pa­nies cre­ate great food and bev­er­age prod­ucts. We've got ac­cess to ex­cel­lent raw ma­te­ri­als, fresh wa­ter and clean air. We have so­phis­ti­cated tech­nol­ogy and we're in­no­va­tive.

For the gourmets among us, pe­rus­ing Farm­ers' Mar­kets and gourmet su­per­mar­kets like Nosh rates highly on the plea­sure list. We make an easy con­nec­tion be­tween the qual­ity of the prod­ucts on of­fer and their de­light­ful con­tri­bu­tion to our life­style, and we have no prob­lem part­ing with our cash to at­tain these de­li­cious treats.

In many ways, our pur­chase of daily sta­ples like tooth­paste and wash­ing pow­der fol­low a sim­i­lar pat­tern. We may think of our­selves as ra­tio­nal gro­cery shop­pers – pur­chas­ing prod­ucts based on their qual­ity and price – but the truth is that our emo­tions are at play even with such mun­dane de­ci­sions as which brand of flour we pick off the shelf. Even when we are told that the prod­uct in­side is ex­actly the same!

Our con­nec­tion to par­tic­u­lar brands is in­flu­enced by years of ac­cu­mu­lated ex­pe­ri­ence and ma­nip­u­la­tive mar­ket­ing.

The same process oc­curs the world over and Sin­ga­pore is no ex­cep­tion. The big dif­fer­ence is that many of the New Zealand brands we know and love sim­ply do not res­onate with Singaporeans.

Sin­ga­pore is con­sid­ered the show­case mar­ket of South­east Asia and it's an im­por­tant strate­gic mar­ket for any F&B ex­porter with their eyes on Asia. It's com­monly ac­cepted by buy­ers across the re­gion that if your prod­uct is do­ing well in Sin­ga­pore, then it is likely to be suc­cess­ful else­where.

How­ever, with fierce com­pe­ti­tion from around the world, par­tic­u­larly from our cousins across the Tas­man, Sin­ga­pore is a fast paced, global mar­ket and it can be a bru­tal prov­ing ground for New Zealand ex­porters.

Find­ing a way to con­nect with Sin­ga­porean con­sumers in the same way that you con­nect with your New Zealand cus­tomer base is vi­tal. Not only will it sup­port your sales in Sin­ga­pore, but the strength of your brand in this tiny is­land na­tion will have a pos­i­tive rip­ple ef­fect across the whole re­gion.

Think of Sin­ga­pore as a gi­ant F&B

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