United Kingdom market entry for Australian food processing company
United Kingdom market entry for Australian food processing company
The challenge
An Australian based food processing company specialising in organic foods wanted to enter the UK market but had no idea how to approach it. It didn’t understand the market, the mechanisms for entry and the rules of engagement which are complex and very diverse. They needed a low cost business model to assess and then capitalise on any market opportunities.
Solution
An Illumina Business Consultant carried out market research in the UK to evaluate the potential for trading. This involved a blanket audit of many organic food sales channels (very much a niche sector in the UK) checking pricing, gap analysis, technical offer and positioning of similar goods. It also involved an evaluation of the client’s products. The consultant and his team then hosted an exhibition focusing on this particular sector of the food market in the UK to gain more widespread feedback regarding the acceptability of the client’s range.
Implementation
Following positive feedback from the exhibition and a number of presentations made to key decision makers in the industry we adapted the Australian packaging and also the recipes to fit the market for more convenient ‘lifestyle shopping’ in the UK. The product range was then presented to various
wholesalers and retailers along with a two-year marketing programme.
We established UK warehousing and logistics to fulfill deliveries to every conceivable purchasing channel from homes via web sales to major food multiple distribution depots. We helped design the British version of the website and arranged for an internet marketing campaign involving SEO, PPC & Social Media to make the products easier to find.
Achievements
The client now has a significant business in the UK all arranged by the Illumina business consultant and his team of specialists. They act as the UK business centre for this Australian company managing the logistics, marketing and sales. Distribution of product, some 50 lines growing to 70, is now national and is destined generate well over $1.5m in the first full year of trading.
The exercise in the UK has delivered substantial sales growth for this business, not only in other markets such as the USA, but also in Europe, as many countries bought into the more convenient recipe ideas that were devised for the client. All this was achieved without the company having to directly employ a single person based in the UK.
