But to reach this point, the company invested considerable time and energy in researching the market and developing an entry strategy, with the support of the Export Marketing Research Scheme (EMRS). Sleek International Managing Director, Brendan McParland explains:
“After 12 years in business, we know the pitfalls of entering a market unprepared. Sleek is Europe’s leading brand of colour cosmetics for African-Caribbean women and we were keen to break into the lucrative South African market. We set aside a budget for research and assigned a dedicated person to the project. EMRS provided funding and advice and we embarked on an extensive market research project.“
“Initially, we carried out desk research then visited South Africa to conduct field research with key people in the industry.” McParland emphasises: “our aim was not to sell to them” as at this stage Sleek was simply investigating the marketplace.
This research provided Sleek with an in-depth understanding of South African women’s preferences in cosmetics, and how the brand could position itself against competitors. Critically, it also identified how Sleek could access the market in the most effective and profitable way: “We have opened our own South African office, appointed a logistics company and developed a supply agreement with leading retailer, Clicks.”
Mr McParland describes himself as ‘an entrepreneur’ and initially had doubts about how a more structured approach to researching a market would benefit his business. However, after seeing how understanding of the South African market enabled Sleek to define a highly successful strategy, he says: “My advice to anyone considering applying for EMRS support is “do it”.”