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Export Marketing
LEVEL II
Name of Instructor
SAMPLE ONLY – NOT FOR COMMERCIAL USE
Instructor’s
Introduction
• Profile section 1
• Profile section 2
• Profile section 3
Training designed
by IBA Karachi
SAMPLE ONLY – NOT FOR COMMERCIAL USE
After this module, the participants should be able to
answer the following questions:
Module • What is export marketing and why is it different from
Objectives domestic marketing?
• What are the tools and channels for marketing
internationally?
• What are the sources of help available in Pakistan
Training designed
by IBA Karachi
SAMPLE ONLY – NOT FOR COMMERCIAL USE
SLIDE
Export Marketing
NAVIGATOR
Step-wise approach towards Sources of help
export marketing available in Pakistan
Training designed
by IBA Karachi
SAMPLE ONLY – NOT FOR COMMERCIAL USE
Difference between domestic and export marketing
• At the international level competition becomes stiffer
• Population of Pakistan is roughly 200 million while the population of the world is
around 7.6 billion. This gigantic pool of potential buyers and an equally big group of
competitors gives a fair idea of the importance of marketing in the process of exports.
• Other considerations in international marketing include
• the legal requirements,
• culture,
• buying power, and
• the geopolitical situation of a certain region.
• All these factors make international marketing very complex and very different from
domestic marketing.
Training designed
by IBA Karachi
SAMPLE ONLY – NOT FOR COMMERCIAL USE
Difference between domestic and export marketing
Training designed
by IBA Karachi
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Difference between B2B and B2C marketing
• Most of the textile and leather manufacturers in Pakistan are making apparels for international
big brands.
• In these cases, they are not coming in contact with the consumer of these products directly
and therefore fall in the category of B2B.
• On the other hand, if a business appoints a distributor in a foreign country and makes his or
her products available in the retail store then this business falls in the B2C category.
• Basic principles of marketing for these two categories are similar but the channels of marketing
may defer.
Training designed
by IBA Karachi
SAMPLE ONLY – NOT FOR COMMERCIAL USE
A step-wise approach towards export marketing
Step 3 Step 4
Step 1 Step 2
Choosing the Choosing the
Researching the Creating an
marketing distribution
foreign markets online profile
channels channels
Training designed
by IBA Karachi
SAMPLE ONLY – NOT FOR COMMERCIAL USE
Step 1 - Researching the foreign markets
Web-based research
• Screening potential markets using the available data
• Trademap.org
• Assessing potential markets by studying country reports
• Country reports by World Economic Forum (WEF)
• Trade profiles by World Trade Organization (WTO)
• Learning about quality assessment of the product
• Pakistan Standards and Quality Control Authority (PSQCA)
Training designed
by IBA Karachi
Step 1 - Researching the foreign markets
SAMPLE ONLY – NOT FOR COMMERCIAL USE
Understanding Pakistan’s trade agreements with different countries
• South Asian Free Trade Agreement (SAFTA)
• Pak-Indonesia Preferential Trade Agreement
• Pakistan – Sri Lanka Free Trade Agreement
• Pakistan – Malaysia Free Trade Agreement
• Pakistan – China Free Trade Agreement Pakistan – Iran
Preferential Trade Agreement
• Pakistan – Mauritius Preferential Trade Agreement
• Pak-Afghan Transit Trade Agreement
• Look Africa Plan 2017
• The Generalized Scheme of Preferences (GSP)
• Free trade zones
Training designed
by IBA Karachi
SAMPLE ONLY – NOT FOR COMMERCIAL USE
Step 1 - Researching the foreign markets
Free Trade Zones, Rebates, and Subsidies
Foreign Free Customs Drawback of
Subsidy (or
Port & Free Bonded Customs Rebate
Subvention)
Trade Zones Warehouse Duties
Training designed
by IBA Karachi
SAMPLE ONLY – NOT FOR COMMERCIAL USE
Step 1 - Researching the foreign markets
Taking help from Government Agencies
Training designed
by IBA Karachi
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Step 2 – Creating an online profile
Listing on
Website Business
Directories
Facebook
Alibaba
Page
Training designed
by IBA Karachi
SAMPLE ONLY – NOT FOR COMMERCIAL USE
Step 2 – Creating an online profile
Role of Certifications in enhancing the company profile
• International certifications gives an assurance to the foreign
buyers of the quality of product and service
• Requirement of certification requirements depends upon
the type of product. Most common and general
certification is that of ISO 9001 which certifies the Quality
Management System (QMS) of an organization.
• ISO 14001 is another certification that ensure the Health,
Safety and Environment (HSE) at work and is a part of the
Environmental Management System (EMS) of ISO.
Training designed
by IBA Karachi
SAMPLE ONLY – NOT FOR COMMERCIAL USE
Step 3 – Choosing the Marketing Channels
• International marketing agencies
• Online channels
• Facebook
• Google
• Search Engine Optimization
• Email marketing
Training designed
by IBA Karachi
SAMPLE ONLY – NOT FOR COMMERCIAL USE
Step 3 – Choosing the Marketing Channels
Exhibitions and Trade Fairs
• Exhibitions and trade fairs are the most effective
means of acquiring buyers and marketing the
products at an international level.
• Effective participation in trade fairs requires a
significant amount of time for detailed planning.
• Exporters should clearly define their objectives for
participation in these exhibitions.
• It is recommended that the planning of
participating in a fair should start eight to nine
months in advance and before participating
Training designed
by IBA Karachi
Step 3 – Choosing the Marketing Channels
SAMPLE ONLY – NOT FOR COMMERCIAL USE
Exhibitions and Trade Fairs
Selection and decision making criteria of Trade Fairs
• A company needs to choose the type of trade fair on
the basis of regions and potential visitors.
• Only because your competitors will be attending or
because your customers might want to see you at
the fair are not the reasons strong enough to justify
such a far-reaching commitment.
• Attending as Trade Visitor allows one to see first-
hand how exhibitors and competitors are
represented, how large the stands are, how much is
spent on stand design, how products are presented
Training designed
by IBA Karachi
Step 3 – Choosing the Marketing Channels
SAMPLE ONLY – NOT FOR COMMERCIAL USE
Exhibitions and Trade Fairs
Homework before going ahead for a Trade Fair
• Once the decision of going to a trade fair has been made, following must
be considered well in advance in order to make the marketing of your
product as effective as possible:
• Request thoroughly go through the trade fair documentation
• Determine the stand size and plan accordingly
• Apply early for registration to make sure you get a good stall location
• Carefully create a collection that you want to exhibit
• Plan for the stall including how the exhibits will be displayed depending
upon the location
Training designed
by IBA Karachi
SAMPLE ONLY – NOT FOR COMMERCIAL USE
Activity
Handout # NETP-HO-M4L2-01
In your Activity Books Indicate the best location
take out handout # of a stall and provide
NETP-HO-M4L2-01 reason
Training designed
by IBA Karachi
Step 3 – Choosing the Marketing Channels
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Exhibitions and Trade Fairs
Making stall meetings more useful
• Often the difference between success and failure
of show participation is the people staffing the
booth.
• It is important that every single meeting is taken
seriously, and professionalism is demonstrated
through every single act.
• While meetings are going on with potential or
current customers it is important that someone
notes down all important points being discussed
and any action-points.
Training designed
by IBA Karachi
Step 3 – Choosing the Marketing Channels
SAMPLE ONLY – NOT FOR COMMERCIAL USE
Exhibitions and Trade Fairs
Follow up after attending a trade fair
• Following up with the potential buyers after the fair is also an
important part of the strategy of using fairs and exhibitions as
marketing channels.
• Analysis of the participation must also be performed by examining
the overall experience, potential number of orders, potential long-
term relationships, and the notes taken during meetings at the fair.
• The results of the analysis should be able to indicate if the
corporate objectives of attending the fair were achieved and if not
then what were the reasons.
Training designed
by IBA Karachi
SAMPLE ONLY – NOT FOR COMMERCIAL USE
Step 4 – Choosing the Distribution Channels
Hiring a marketing/distribution organization
• Export commission house or export buying
agents
• Confirming house
• Resident buyer
• Broker
• Export Management Company (EMC)
• Manufacturer’s Export Agent
• Export desk jobber
Training designed
by IBA Karachi
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Step 4 – Choosing the Distribution Channels
Working through an export department
• This could be a division or department
established by the manufacturer/exporter in
home country to handle exports. Three
variations of this approach could be:
• Built-in Export Department
• Separate Export Department
• Export Sales Subsidiary
Training designed
by IBA Karachi
SAMPLE ONLY – NOT FOR COMMERCIAL USE
Step 4 – Choosing the Distribution Channels
Foreign Sales Office
This branch handles all sale, distribution and
promotion for a given market and allows
closer supervision of distribution and sales
activities. Following could be a few variation of
this approach:
• Storage or Warehousing Facilities
• Foreign Sales Subsidiary
• Traveling Sales Person
Training designed
by IBA Karachi
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Step 4 – Choosing the Distribution Channels
Using Ecommerce Channels
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by IBA Karachi
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Step 4 – Choosing the Distribution Channels
Amazon is the fastest growing online retailer in USA. Unfortunately, it is not active in Pakistan and, therefore,
in case Pakistani exporters want to use amazon.com for retailing in those parts of the world where it is
active, following steps will have to be taken:
Send the Use FBA
Create an LLC in Open a bank
Find a foreign Register as seller products to your Analyse selling Join online
the target account in the (Fulfilment by
partner on Amazon.com partner in the trends communities
country target country Amazon)
target country
Training designed
by IBA Karachi
SAMPLE ONLY – NOT FOR COMMERCIAL USE
Activity
Handout # NETP-HO-M4L2-02
In your Activity Books Read the story of Safwan’s
take out handout # success and discuss the
NETP-HO-M4L2-02 learning points
Training designed
by IBA Karachi
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Step 4 – Choosing the Distribution Channels
• Now an Amazon company, souk.com is mostly dominant in the Gulf region.
• The process of selling through Souk FBS is almost similar to Amazon FBA
with the exception that an exporter will require to purchase a licence that
currently costs around Dhs 15,000 (Please also check the current cost).
• This will have to be obtained by a local resident who can work as a partner
with the exporter.
Training designed
by IBA Karachi
SAMPLE ONLY – NOT FOR COMMERCIAL USE
Step 4 – Choosing the Distribution Channels
Different online marketplaces are dominant in different parts of the world.
Etsy.com is very Alibaba may also be used for In the current times
a wholesale or B2B deals.
popular in UK for this platform is
Its toned down version Ali
selling handmade and Express, however, can be
normally being used
art-n-craft items used for retailing goods, for second hand items
generally throughout the which could be
world but more specifically,
to the Asian and Far East
bought either directly
regions or through auction
Training designed
by IBA Karachi
SAMPLE ONLY – NOT FOR COMMERCIAL USE
Introduction to TDAP and its services for Exporters
• TDAP has the vision of broadening the base of Pakistan’s
exports by upgrading export potential of products where
Pakistan has competitive advantage & increasing their
market share in traditional as well as new markets.
• The main objectives of TDAP in this regard are:
• Enlarge export base by enlisting new exporters and creating
new products.
• Improve competitiveness of Pakistani products in global markets.
• Enlarge market share by promotional activities in Traditional and
Non-Traditional Markets
Training designed
by IBA Karachi
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Introduction to TDAP and its services for Exporters
TDAP Regional
Offices
Training designed
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Support Services by TDAP
• Every year TDAP participates in over 100 trade exhibitions. Subsidized
stands/stalls are given to exporters. A complete list of annual calendars can be
viewed in the pdf section of TDAP website (http://tdap.gov.pk/pdf)
• Guidelines for participation in exhibitions can be downloaded from following
link: http://tdap.gov.pk/pdf/Guidelines_for_Exhibition.pdf
• Freight Supports/Subsidies
• Facilitation and concessions to exporters for acquiring international certification
• Support and subsidies for international warehousing and showroom
Training designed
by IBA Karachi
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Activity
Handout # NETP-HO-M4L2-03
In your Activity Books
take out handout # Choose the right answer
NETP-HO-M4L2-03
Training designed
by IBA Karachi
SAMPLE ONLY – NOT FOR COMMERCIAL USE
Thank You
Training designed
by IBA Karachi
