The 3P's for Indonesian Exporters into Singapore

Went to Grand Bites @ Grandstand to support the organisers behind it, Ronnie Faizal Tan from Hao Halal Hub. Also, Mr Khair from SuChi Group and Pak Stephanus from BISA has brought in many Indonesian products to be marketed here.

The fair had good food and products and many came around. I can foresee this to be a fixture in many weekends in the future.

My friends from TDA Jakarta texted me when they are in SG thus I went around to welcome them to our beautiful country, trying my best to reciprocate their impeccable hospitality when I was there. They also brought me to meet friends from Bank Indonesia.

I shared my thoughts about their products and how they can make a better presence in Singapore. There are minimally 3P's that they have to think about.

Packaging

Singaporeans are known to be very particular about what they see before what they taste. We want products that present their quality with relevant safety assurances. We will pay more for these assurances. We also like to eat healthily and if the product highlights its nutritional value, that is another plus point. Labelling to fit in import regulations is also critical and would be good for exporters to start preparing for it.

Pricing

This is important and some Indonesians tend to overcharge without realising that there is also logistic costs to be added. The Indonesians need to remember that Singaporeans tend to be loyal and would prefer to work with people whom they can trust. Responsive partners will also be a key factor. There is also much competition from Malaysian products and they can bring down logistics costs due to land freight.

Placement

We also need to know where our products are placed. Different parts of Singapore have different audiences. Placing products in Bukit Timah or Bedok can have 2 different results. I usually suggest owners to just have coffee in a particular area and people-watch. What do they buy? How do they express themselves? How much do they buy? This will determine your strategy to hit the bull's eye.

Let's hope to see more Indonesian products on Hao's shelves and let's be more adventurous to try them out!

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