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