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Export Market
Development Grant

Grant Amount: Up to $150,000


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Wine Exports Grant


Grant Amount:
Up to $25,000


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NSW Government Export Assistance Grant

Grant Amount: Up to $10,000


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Australia China Council Grant

Grant Amount: Up to $40,000


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Australia – Japan Foundation Grant

Grant Amount: Varies on application


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Australia – Korea Foundation Grant

Grant Amount: Up to $40,000


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 Australia-India Council Grants Program

Grant Amount: Up to $150,000

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Council on Latin America Relations

Grant Amount: Up to $150,000

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Building Export Capability in Defence

Grant Amount: Up to $240,000

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 Go Global Export Program

Grant Amount: Up to $25,000

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Export Market Engagement Program

Grant Amount: Up to $7000

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Wine Exports Grant


Grant Amount:
Up to $25,000

Click here for eligibility

 

SA Export Accelerator: Emerging Exporter

Grant Amount: Up to $5000


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A Export Accelerator: New Market Entry

Grant Amount: Up to $15,000

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SA Export Accelerator: Export Accelerator

Grant Amount: Up to $30,000

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NT Trade Support Scheme

Grant Amount: Up to $5000


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Need help with exporting your products or services?

Smart Mango is an export marketing and development agency based in Sydney. 
Our local and international network of specialists can offer you with market research, distributor search and in-country representation to help your exporting business succeed.
Contact us for your free consultation today 
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exporting hand sanitiser

EXPORTING HAND SANITISER FROM AUSTRALIA

WHERE’S THE OPPORTUNITY ?

The spread of COVID-19 had sparked a global obsession with sanitisation and hygiene. In Australia, we have seen a remarkable expansion of domestic supply capacity by some 400 percent over the first few months of the pandemic. It’s worthy to note that a large number of these new market players in the industry are existing local distilleries. These companies continue to be in a good position to adapt business operations and take advantage of existing resources to meet surges in demand.

As the COVID-19 situation in Australia continues to improve, there is a great opportunity for these suppliers to expand their newfound competitive operations into international markets. 

exporting hand sanitiser OUR EXPORT TIPS

PRODUCT Australian producers can leverage their unique designs such as glass bottles to differentiate themselves in the market. There has been large segment growth in fragranced hand sanitisers and this is something Australian producers should take advantage of. As the formulation of hand sanitisers is largely standardised, branding and differentiation is the key to success.

PRICE Pricing varies across region. Exporters targeting a mass market in the USA should be looking at price points ranging from $1.80 to $3.80 AUD for a 100ML bottle and $5.80 to $6 AUD for premium offerings. Meanwhile a majority of bands in China are standardised and slightly lower price points from $1 to $1.20 AUD per 100 ML would be appropriate   exporting hand sanitiser PROMOTION The biggest driver of recent trends of personal care and hygiene has been through social media and online advertising. If you are planning on exporting something unique like “Australian whisky” themed hand sanitisers, then social media is the place to be.   PLACE As governments scale back on public restrictions across the globe, we can expect to see an even greater demand not only for standard hand sanitisers but also for premium offerings. Future demand for hand sanitisers is to mainly stem from consumers undertaking essential and leisure activities. Hence convenience and availability will be the primary drivers of product sales, and exporters should focus on targeting retail, boutique or online sale channels.

OUR STRATEGIC TAKEAWAYS

We predict that demand for hand sanitisers will remain strong over 2021. Not all countries have the unique branding that Australian suppliers can offer and Australia has only just tapped into its domestic production capacity. We recommend suppliers who are considering exporting hand sanitiser from Australia to target a niche market – focusing on bringing interesting fragrances, themes and design offerings to propel the premium branding of Australian hand sanitiser. In summary we see this product having real export potential.

exporting hand sanitiser

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Recent trade sanctions placed on Australian goods by our largest trading partner China is likely lead to billion-dollar losses in our export industries. 

There have been calls for industries to diversify export markets in order to support the nation’s long-term economic growth and stability.

The reliance on China becomes clear as we see revenue export revenue from China overshadows our other major export partners including Japan and South Korea. 

Australia export value by destination country. Source ABS

While China will likely remain a key trading partner, we should not overlook the potential for our exports to succeed in other markets. 

Wine – Who Says the World only drinks French wine?

Rapidly developing countries like South East Asia have experienced an increasing trend in alcohol consumption.  

New world wines are becoming more understood and accepted by locals and the region is seeing a growing number of expatriates and affluent middle-class citizens.

Southeast Asia’s emerging wine market present opportunities for Australia 

Australia and South East Asia’s geographic proximity and the ASEAN Free Trade Agreement offers cost benefits over international competitors. In Thailand for instance, Australian wine is regarded as a high value for money product while similarly in Malaysia, the consumption of wine is seen as a more affordable and healthier alternative compared to spirits. 

The region’s booming tourism industry also allows exporters to explore unique distribution channels such as airlines, hoteliers and restaurateurs. 

Australian wine could do really well in Europe 

Top 10 wine exporters. Source ABC News 

Amongst Australia’s top ten importers of wine in 2020, demand by European countries has risen by an exceedingly large margin compared to the US and China. 

We can see here that a mature market does not necessarily mean it is impenetrable. 

Australian wine has the potential to bring a unique and fresh offering to the European market which has an existing high level of demand and market knowledge. 

Education – Are we being too complacent?

For many years Australia has relied largely on the Chinese market as a source of its international student revenue. 

In recent years China has been working on strengthening the quality and capacity of its education systems, hence improving its attractiveness for local and international students. 

This means Australia will likely face increased competitive pressures in retaining its key onshore Chinese market

Growth of Export income from Chinese students. Source Statista 

An example of one country that has taken action to diversify its education market includes one of our biggest competitors – Canada. It announced a plan to commit CDN $148 million to improving global student mobility – with a focus on encouraging students from non-traditional countries such as Mexico and Brazil to enrol. 

If one of our biggest competitors is setting its sights on new markets, the question remains – why aren’t we?

Forecasts reveal that the 15-29 population of Nigeria, Pakistan and the Philippines are set to collectively increase by 29 million, which is marginally larger than traditional markets of Education such as China and India. This age group is considered a key determinant of future industry demand. 

Barley- A diverse product perfect for a diverse market 

A report on Australian Export Grains Innovation Centre (AEGIC) detailing global trends in barley consumption, highlighted the need for Australian exporters to grow its presence outside of China and anticipate the diverse needs of various markets. 

For instance, the Japanese market is also seeing a trend of increasing health-consciousness – allowing Australia to take advantage of the growing interest in barley beta-glucan – a product known for its health benefits.

Saudi Arabia which is currently the largest importer of barley could also be a target for Australian barley producers.  

Earlier this year Saudi Arabia announced a tender to purchase 730,000 tonnes of Australian barley – an interest sparked by the dramatic drop of Australian barley prices since the imposition of Chinese tariffs. 

This presents opportunities for Australia to establish a strong trade relationship with the world’s largest importer of barley. 

Elsewhere, promising markets like India, Vietnam and Indonesia are seeing a rising demand for premium beer

Lessons for 2021 onwards 

With a looming pandemic, tariffs and half the globe in an economic recession, this year Australia’s export market will be tested like no other. Perhaps one lesson we can all learn from this all is that we need to be proactive in diversifying our export market with less traditional partners 

Smart Mango is an Australian export marketing & development agency giving you access to over 35 countries globally. We provide you with market research and distributor search as well as local representation to help your brand gain recognition in international markets.  

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Nutella has made a recent buzz, telling people how to correctly pronounce the brand name on their FAQ page. NEW-tell-uh not NUT-ella? (http://www.nutellausa.com/faqs.htm) Confused? Let’s take a step back and understand where this brand is coming from. We all want to be called by our birth name and identify with it. Companies that have either gone global or are in the process of doing so feel the same way. By telling people how to correctly pronounce Nutella the famous Italian brand is certainly making a ‘faux-pas’ with their international marketing strategy. This step by Nutella was trending on social media and resurfaced the debate between brand standardisation versus adaptation in international marketing strategy. By emphasising on pronunciation, Nutella is making an attempt at standardising their brand name internationally. Companies that standardise branding are usually firms with a strong global identity such as Coca Cola, Apple or McDonalds. Even in those cases their international marketing strategy is not fully standardised and includes a bit of adaptation. That’s why Coca Cola is called Kekoukele or “tasty fun” in China and Mc Donalds is Maca in Australia. These brands have made a conscious decision to keep an element of freshness and uniqueness in new markets. (source) The truth is no one likes to be corrected. This holds true in Nutella’s case, as well. In order to avoid a condescending undertone Nutella should just let people enjoy their hazelnut spread and the pronunciation should not overshadow their product and overall brand experience. After all, the last thing a company wants to do is to offend its customers. (http://www.campaignasia.com/BlogEntry/359532,Cultural+blunders+Brands+gone+wrong.aspx) The golden rule moving forward is that brands can
  • Standardise and be accepting of different pronunciations or
  • Adapt with a more local name
Though the intention of this entire episode was not to create a stir, the good news for Nutella is that they managed to create a buzz nonetheless. Historically, many brands have redeemed themselves after unintended backlash at international markets. (source) A successful international marketing strategy needs to be built based on the culture and understanding of new markets. So, feel free to call it “Nuttie,” “Oz spread” or “Nootella.” With 70% of the world’s GDP growth taking place in emerging markets from 2010-2013, effective international marketing strategy is the key to surviving in the global business market today. (source) Even for established firms, international marketing can be a tricky task, so think smart and get expert assistance to deal with customers overseas.
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Fundamentally, domestic and international marketing are the same things which involve a company reaching out to its potential customers. However, when one delves deeper into the two topics, you will notice some stark differences. For instance, the scope of domestic market is limited to as long as the product reaches its maturity stage in the life-cycle. At this point, international markets present a wider scope of options which do not dry up. In a globalised world a successful person can never be indifferent to the progress around him. International markets helps knowledge sharing and technology sharing between different countries in order to come up with the best possible outcome. In international marketing, culture and regional differences of people become all the more important. While it is not possible to customise your product for every single city you sell to, it is not possible to offer the same product to completely different people too.  International marketing is more challenging because the company has to find the right language, symbols, metaphors and customs to strike the right cord with people in different countries. It is at this point one should ask oneself “Can I succeed in international markets without adopting a unique marketing strategy that is different from what I use back at home?” The Chinese market is an interesting place to analyse to answer our question.  Many of the successful brands like McDonalds and Mattel (Barbie dolls) did not do very well in the Chinese market. This is because of simple reasons like a menu without a lot of chicken did not appeal to the chicken loving Chinese and the Barbie was just not enough of a cultural icon for the people to consider it a collectible! Even the biggest brands had to learn a costly lesson before understanding the difference between international and domestic marketing. However, with sensitivity, respect for differences all over the world, and an expert eye giving you the right strategy, international marketing is an art you can master!
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