developing market opportunities and promotional ......developing market opportunities and...
TRANSCRIPT
Developing Market Opportunities and Promotional Programmes for Jamaican Products
Berletta Henlon Forrester 2014 November
Regional Agribusiness Forum – CTA/IICA/CTO
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Market Opportunities
Market Development Strategies & Programmes
Promotional Platforms & Key Initiatives
Challenges & Recommendations
Presentation Structure
Situation
• Export-led growth needed to alleviate Jamaica’s debt burden
• Merchandise trade deficit US$2,613M (Jan-July 2014)
• Overall Export focus on traditional markets – USA , UK, Canada Jan-July 2014: US$352M to USA; US$49.9 to CARICOM - STATIN
• Agriculture/Agribusiness – NES Priorities • Export, Live, Prosper
What we need to do
Expose an increased number of exporters to a range of buyer engagement opportunities, and assist them in converting trade leads into actual export sales.
ABOUT JAMPRO
JAMPRO’s mandate?
Strategic Objective
Who We Serve
Trade & Investment Promotion and Facilitation
1.To contribute to the sustainable growth of non-traditional exports through the delivery of export advisory, development and promotional services to those companies with the best potential to grow and compete as a result of their export activities. 2.To facilitate significant business linkages between domestic & foreign direct investors and local suppliers of goods and services in order to improve the absorptive capacity of the economy. 3. To position JAMPRO locally and globally as an effective Trade Promotion Agency.
Registered exporters; aspiring exporters & export ready enterprises; Investors (domestic & foreign)
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Agribusiness Opportunities
Livestock, Aquaculture…
Value added
organic
Minimally processed
Raw material
Fresh
• The Tourist Trade - consistent, growing • Export Markets – traditional, new • Private Labelling • Access to Processors • Potential Celebrity Endorsements • Diaspora Influence • Medicinal Marijuana/Medicinal Herbs • Healthy Eating/Nutritional Value • Use of Technology/The New Entrepreneurs • The JAMAICA Brand
Market Opportunities for Agriculture
Market Development Strategies
Research-driven market development
Market development initiatives informed by
market research /market intelligence
Market diversification/new
markets
Buyer Engagement and Strategic Partnerships
Buyer Servicing/Relationship
Management
Brand leader/ sponsor/stakeholder
engagements
Increasing lead generation and
catalysing conversions
Direct assistance to help producers and
buyers close the deal
Optimized trade missions/buyer
interfaces
Promotional Platforms
Trade Missions to Target Markets
• B2B Events
• Trade Shows (coordinated, subsidized, branded)
• Mall Displays/In-store Promotions (B2C)
• Diaspora Events – strategic alliances
Inward Buyer Missions
• Buyer Engagement/Recruitment
• Buyer Interface/ Trade Talk ‘Conversation’ series
• Doing Business Workshops
• Market Visits – Relationship building, Market intelligence
Trade Show - Jamaica Pavilion
Trade Show
Why Trade Shows?
– Signal that Jamaica is still in business
– Indication of Consistency/Commitment
– Excellent Source of Market Intelligence
– Opportunity for buyer and consumer feedback
– Introduction of new products, innovations
– Information on packaging and labeling
– Building relationships with buyers
– Interaction with counterparts
– Training ground for staff
‘Meet Jamaica’ Pavilion in IFE, London
Winter Fancy Food Show, San Francisco
Trade Shows – JAMPRO’s Role
• Designing and executing the Brand Jamaica booth;
• Securing partnerships (e.g. CEDA) and external funding/sponsorship
• Making advanced payment, to secure booth space;
• Coordinating logistics with the show organizers and exhibitors;
• Undertaking pre-show buyer targeting for B2Bs; • Conducting Pre-Event Seminar/Briefing
Trade Shows – JAMPRO’s Role
• Developing Collateral Material (printed, videos)
• Meeting with buyers, and facilitating B2Bs for exhibitors;
• Securing trade leads;
• Providing on site support to exhibitors;
• Addressing general enquiries about Jamaica
• Exhibiting products on behalf of companies unable to attend;
• Facilitating Aspiring Exporters
B2Bs
Trade Show Displays
Buyer Interactions
Buyer Relationships
Key Initiatives
• B2B Linkages Event: Opportunities Jamaica (linked to JAPEX)
• Regional Linkages Events
• Expo Jamaica: premier trade show
• Export Max – capacity building/export readiness
• RoadShow USA – targeting established exporters
• Tourism Linkages Programme (PPP) – agriculture, manufacturing, entertainment
• Denbigh Agricultural Show
Challenges/Requirements
• Financial Resources – ability to cost-share
• Competitiveness (price, packaging, capacity)
• Lead Follow Up
• Meeting Market Standards/Requirements
• Logistics & Distribution Systems
• Buyer relationships/In-Market Support
Need to do…
• Marketing products within the Region
• Address barriers affecting intra-Regional trade
• Resources to facilitate export-readiness and market development initiatives
• Greater use of local products in the tourism industry
• In-Market Support for Export Products
• Add a trade show element to the proposed 2015 Agribusiness/Agrotourism Forum
We can move from Good to Great!
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