RETAIL CUSTOMER ACQUISITION (BRAND or PRIVATE LABEL)
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Manufacturers working directly with retail chains is a trend in most markets. RETAIL CUSTOMER ACQUISITION for brand products or Private Label programmes is also increasingly requested to MEA in the past 5 years. We screen target markets, identify "interested & matching" customers, approach head-management, and negotiate supplier-ship details and orders/shipments on client's behalf.
Distribution systems (of consumer products) are still multi-layer in most Asian markets -- there are significant differences to Western markets. MEA have access to all importers / distributors of foreign goods in East Asia, as well as being connected to all major and minor retail chains. Over 17 years, MEA developed detailed databases of more than 12,500 importers, distributors, wholesalers and retail chains in Asia. Moreover, we have developed close relations to most key players as we are in constant touch with them through our projects. Project Term: usually 6-12 months, depending on type of products and industry |
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project methodology
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# 1. Identification of target retailers
To begin, we define ideal retail customers with the client. We then research the target market first by contacting related associations, government bodies, industry directories, and screening our own database (developed over 12 years) in order to identify potential target retailers, which will be put onto a short-list. # 2. Pre-screen and evaluate target retailers We approach target retail chains first by phone call (to identify buyer(s) in charge), once they get interested we send an information package of the manufacturer. Afterwards we meet high-potential targets to discuss the manufacturer's products and start negotiating the proposal. We assess also the candidates' level of interests - and feedback this to the client. # 3. Arrange Meetings between manufacturer and retail chains After pre-screening potential retail chains we arrange business meetings between the client. All transportation and accommodation are arranged by us. When the client arrives in the target market we brief them about domestic business culture and detailed information of each target retail chain that we will meet. Our team accompanies clients to all meetings and lead negotiations (if required). We also invite clients to a tour in the Asian target market during their stay to help them experience Asian retail. Then the client makes his final target selection. # 4. Negotiating Contracts and first Orders After the client returned to headquarters we negotiate details of contracts and starting orders with remaining target retailers. We also develop business / marketing plans and forecasts with them (and the manufacturer). Most of our clients ask us to support them with order management and intermediation for several years after the new retail chains(s) have been assigned to make sure the new supplier-ship is long-term and mutually fruitful |
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Related CLIENT PROJECT REFERENCE
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Mr A. Pianini, Export Manager
LA GALVANINA S.P.A., Italian manufacturer of mineral water & beverages: "I have to say I'm more than pleased with MEA and their work done for us. We have already increased our presence in this very important export market – Japan. MEA are very talented in connecting European suppliers with Japanese / Asian retailers ... we look forward to continue working with you in Asia." ... many more references upon request. Contact - MARKET EXPANSION ASIA |
