Global Traders Award - Marketing Expansion 2009

Market Expansion 2009

Bronze - Customizing to local wants and needs helps Dallata Consulting Hit 100% year-over-year sales growth in export markets

An emphasis on customer service and adjusting products for local markets have led to a 100% annual increase in export sales for Dallata Consulting Group Limited.

Based in Etobicoke, Dallata exports natural Canadian honey from wildflowers and Grade A Canadian alfalfa cubes in bulk worldwide, with a particular focus on the Middle East.

"Syria, Saudi Arabia, and Qatar are among our top export markets says Akram Hamid, President and CEO, "but we also have strong sales to New Zealand and the United States."

Dallata has built its export success on local knowledge and understanding of the specific country's market, the domains, and the techniques most effective in marketing and driving sales in that area.

"We build on this local orientation by customizing our products for local markets and delivering the highest possible level of customer sensitivity and service," says Akram.

That means repackaging for local size standards, translating labels and marketing materials into the export market language, living the company's commitment to flawless customer service, and incorporating other brands and services into the marketing mix in order to obtain the maximum in-country benefit.

"It is critical that we understand the need and customize our approach so that is tailored to fit the particular market, our clients, and the ultimate customers."

The company combines its expertise in consulting in the areas of marketing, advertising, and e-commerce with its bulk food product sales in export markets.

"Competition in these markets is intense," says Akram. "Consumers in these markets are stretched financially and each level of the business chain is engaged in price wars."

To compete in this environment, Dallata has honed its efficiency and its distribution chain to drive out any non-essential costs that could make it uncompetitive.

The World Wide Web also provides Dallata with anywhere, any-time sales opportunities. "We have tremendous strength in marketing and e-commerce and we leverage that to attract a worldwide audience and drive our sales to record levels."

On the ground in foreign countries, one of Dallata's greatest strengths is the network of business contacts Akram has built up over the years in the company's targeted markets.

"Today's business world is fast-paced and unforgiving," says Akram. "To succeed, companies must seize the opportunities in foreign and emerging markets while also managing the risks and understanding how to sell in those markets."

Dallata does that through a local network of experts it has developed in each of its target markets.

"This network is essential," says the 43-year-old Akram. "They provide us with the essential ingredient of local market intelligence, knowhow, and contacts that smooth the entry and acceptance of our products."

This local intelligence also comes into play in the marketing of Dallata's products.

"Information and intelligence from our local networks is invaluable in customizing our product packaging and the marketing mix for each specific market," says Akram. He combines that intelligence with his award-winning consulting background to develop high-impact marketing strategies and programs that are aligned with the local needs and culture.

Dallata's 100% year-over-year sales growth has also been reflected in the company's employee base.

"Over the past three years we've added 10 new employees in an attempt to keep up with the growth in export sales and the tremendous demand for our Canadian products," says Akram.

To keep its triple-digit level of sales growth, the company continues to actively seek agents and distributors worldwide, building on its strong international base and reputation.

The Ontario Global Traders Awards recognize small- to medium-sized enterprises (SMEs) based in Ontario in the private and not-for-profit sectors. The two categories are Innovation and Market Expansion. The Innovation Award recognizes excellence in the application of existing or new technology in the development of new products or services, and improvements to existing products or services that lead to consistent growth in exports and job creation. The Market Expansion Award recognizes the pioneering spirit of Ontario SMEs that have successfully established themselves in one or more new export markets, in addition to existing markets. For nomination and eligibility criteria, visit the Ontario Chamber of Commerce website at http://occ.on.ca.