Marketing intelligence and early stage promotion activities for the HIgh ADded value products EXport

Programme 2014 - 2020 INTERREG V-A Estonia - Latvia

Date of latest update: 2023-11-15

Description

Description (EN):

Project’s background: The business environment in the programme area is characterized as a rather passive. Most of existing SMEs are relatively small, and also domestic market is quite small; therefore, expansion of export opportunities is crucial to ensure sustainable development. Insufficient knowledge and skills in strategic planning and capacity building as well as lack of adequate information regarding external markets and skills to conquer them are bottlenecks that hinder the growth of SMEs. The project aims to support SMEs to expand internationally through joint cross-border actions. The project activities are designed to increase the export capability of EE and LV producers of high added value products by building marketing intelligence on the Malaysia’s and Singapores market and implementing early-stage promotion activities there. Project will support development of selected smart specialization area in both programme countries and contribute in raising the EU presence on the global market. For gathering experience, pharmacy and its products for prevention and treatment of digestive system diseases (DSDs) are chosen as case area. Partners are operating more than 15 years and continuously develop their competences to ensure their financial and institutional sustainability. Since the embargo imposed by Russian and the unstable geopolitical situation, many of existing businesses are forced to search for new export markets. Malaysia and Singapore are one of the export markets of interest in the Baltics considered to have a good potential. Therefore, the HIADEX will contribute both - SMEs to expand in a new export market and project’s partners to develop necessary experience and knowledge to provide demanded services, influencing export activities in different sectors. Cross-border nature: In most of cases, EE and LV are too small to compete individually for distant export markets and provide high production volumes to satisfy the market demand. By combining resources and sharing knowledge between countries, it is possible to capture export opportunities and make it profitable. The HIADEX project will provide a basis on how to increase export capability and reach new markets through cross-border partnerships, joint marketing actions and pooling of resources. Project will strengthen cooperation between both countries and activate sharing or resources and information. HIADEX is designed to combine mutually complementary knowledge and competences of project partners to provide support to EE and LV producers representing pharmaceutical and nutritional industry in the programme area for reaching new export market. Unique expertise of each project partner will create synergy to accomplish the project goals and to fill the competency gaps that hinder export to Malaysia and Singapore. With the cross-border partnership it will be possible to develop product portfolio that consists of a comprehensive range of products covering both prevention and treatment of DSDs. As a result in long term, the competitiveness and activity of SMEs in the programme area will improve allowing to create more jobs, increase turnover and attract more investment. During the project the recommendations for export to chosen markets for other industries will be developed thereby helping EE and LV producers from other industries to expand internationally through joint cross-border actions. The project partners will increase their institutional capacity and consequently will improve their quality of services to support enterprises for export development. Objective: The main objective of the project is to increase export capability of EE and LV producers of high added value products for prevention and treatment of DSDs by building marketing intelligence on the Malaysia’s market and implementing early-stage promotion activities. The project is designed to combine mutually complementary knowledge and competences of project partners to provide support to SMEs in the programme area for reaching new export market. Taking pharmaceutical and nutritional supplement industry as an example it is expected to develop guidelines for export to Malaysia and Singapore that will be applicable for other industries and to increase project partners’ institutional capacity to improve their quality of services and to support enterprises for export development. Main activities: The work plan of the project consists of 4 work packages each consisting of specific activities: Project management; Building marketing intelligence on the Malaysia’s and Singapores markets, i.e., analysing market, developing market entry strategy; Development of a joint product portfolio for export to Malaysia and Singapore and marketing (promotion) materials; Early-stage promotion activities in Asia like fairs and B2B meetings to establish trade links and to promote selected products. The marketing intelligence on the target markets will be built by carrying out research of pharmaceutical and nutritional supplement industry market to evaluate feasibility of exporting, to identify most perspective products in LV and EE. Research will provide inputs for development of a market entry and marketing that both will help to ensure early stage of entering into the market in the most effective manner. A joint product portfolio consisting from Latvian and Estonian products will be developed and adapted to Malaysia’s and Singapores markets. Developed marketing materials like brochures and audio-video clip(s) will be used in early-stage promotion activities in Malaysia and Singapore. It is expected to arrange up to 20 B2B meetings with potential business partners and to participate in 2 conferences - exhibitions allowing to achieve up to 500 health professionals in each event.

Achievements (EN):

HIADEX project's objective was to increase export capability of Estonian and Latvian producers of high added value products for prevention and treatment of digestive system diseases (DSDs) by building marketing intelligence on the Malaysia’s market and implementing early-stage promotion activities. Early-stage promotion activities: Three business missions to target markets with producers from Estonia and Latvia. Backbone of each business mission was being represented at landmark trade fairs with booths: in Vitafoods Asia in Singapore, twice, in September 2017 and September 2018, and in South-East Asian Healthcare and Pharma Show in Kuala Lumpur in May 2018; Creating promotional materials for trade fairs, namely printed brochures and video clips; Obtaining market intelligence about selected target markets to prepare for business missions and to gain input for compilation of (export) market entry strategy; Workshops with target groups (SMEs) and stakeholders such as business support organizations, healthcare professionals and others; Creating and developing relevant contact network, both domestic and international, to boost export activities in chosen markets. The project was designed to combine mutually complementary knowledge and competences of project partners to provide support to SMEs in the programme area for reaching new export market. Taking pharmaceutical and nutritional supplement industry as an example the guidelines for export to Malaysia and Singapore were developed. They are applicable for other industries and increase project partners’ institutional capacity to improve their quality of services to support enterprises for export development. Project achievements: Throughout project lifetime number of Estonian and Latvian SMEs were supported. All supported SMEs were active in pharmaceutical and/or food supplement industry, which was the focus of project: - 11 unique SEMs were involved within three trade missions to selected target markets. - 7 SMEs received support in producing audio-video promotional materials for them. - 40 SMEs took actively part in project activities via workshops, received assistance through project partners know-how or benefitted in some form from project. There are at least three companies active on chosen export markets from Latvia and Estonia 1,5 years after end of project. Two new collaboration projects running between project partners and/or companies involved in project activities. Project outreach among target group exceeded notably initial estimations ranging from +200% to +800% depending on category: SMEs, business support organizations, industry professionals. Business contacts established in target markets are still “warm” contacts 2 years after project activities took place. The project closing event "HIADEX: Singapore and Malaysia – nice dream or real business opportunity?" presentations and links to videos are published by the Tartu Science Park.

Website: https://old.estlat.eu/

Expected Results (EN): The share of entrepreneurs carrying out joint product or service development

Expected Outputs (EN):

The specific project objective is targeted primarily at supporting existing businesses in building marketing competences through cross-border actions. The HIADEX project consists of joint market activities aimed to support Estonian and Latvian SMEs for developing export capability to Malaysia’s and Singapore's market. With the help of the project, SMEs receiving non-financial support and participating in the activities of the established cross-border network in the programme area will increase. Among TSP and LAKIFA members are more than 20 enterprises that are producing pharmaceutical and nutritional supplement products and are potential beneficiaries of the project. It is expected that indirectly the project will reach even more enterprises, since the gathered knowledge regarding Malaysia’s market will be transferred further by the project partners and developed guidelines for export to Malaysia will be applicable for other industries. In overall, TSP and LAKIFA supports more than 120 enterprises and BC has a broad client portfolio consisting of producers from different industries. The HIADEX project will indirectly contribute to employment increase in supported enterprises. As a result of a successful market entry, export and consequently production volumes of the Estonian and Latvian products will increase, that will also create new workplaces. The HIADEX project example based on the pharmaceutical and nutritional supplement industry’s products export will serve as a good practice for other Estonian and Latvian SMEs and business support institutions on how to build cross-border partnerships, combine resources, share knowledge and develop joint marketing activities for export development and international expansion. Hence, the project will indirectly contribute in increasing number of enterprises participating in joint activities for competence building and in the activities of cross-border networks.

Thematic information

Clustering and economic cooperation SME and entrepreneurship

Specific Objective: More jointly-developed products and services in the programme area

Thematic Objective: (03) enhancing the competitiveness of SMEs by:

Investment Priority: (03d) supporting the capacity of SMEs to grow in regional, national and international markets, and to engage in innovation processes

Partners (3)

Lead Partner: Tartu Teaduspark

Address: Riia 181A, 51014 Tartu, Estonia

Legal status: public

Website: http://www.teaduspark.ee

Total budget: EUR 148 480.22

ERDF budget: EUR 126 208.19

Latvijas Ķīmijas un farmācijas uzņēmēju asociācija

Name: Latvijas Ķīmijas un farmācijas uzņēmēju asociācija

Address: Dzirnavu 93-27, LV-1011 Riga, Latvia

Legal status: public

Website: http://www.lakifa.lv

Total budget: EUR 64 071.43

ERDF budget: EUR 54 460.72

Baltijas Konsultācijas, SIA

Name: Baltijas Konsultācijas, SIA

Address: Elizabetes 51-12, LV-1010 Riga, Latvia

Legal status: private

Website: http://www.balticconsulting.com

Total budget: EUR 85 517.60

ERDF budget: EUR 72 689.96

Partners map

Lead partner

Project partner

Summary

Project name (EN): Marketing intelligence and early stage promotion activities for the HIgh ADded value products EXport

Project acronym: HIADEX

Project start date: 2017-05-01

Project end date: 2018-10-31

Project status: closed

Total budget/expenditure: EUR 298 069.25

Total EU funding (amount): EUR 253 358.86

Co-financing sources:

ERDF: Amount, EUR 253 358.86.

Documents

Documents on this project are listed below, and organised by category. Please note field "Data source", attached to each document. Keep.eu users are free to use these documents as long as they mention the data source and keep.eu.

Videos / films

Export-capable products from Latvian pharmaceutical companies

Attachment type: link

Type of document: Video / film

Data source: http://lifescience.lv/events/uznemumu-eksportspejigie-produkti-2018-video/

Publication date: 2020-01-30

Document date: 2018-07-01

Languages: en

The story of how Estonian and Latvian entrepreneurs went to Singapore and Malaysia +lessons learned

Attachment type: link

Type of document: Video / film

Data source: https://teaduspark.ee/en/singaporean-and-malaysian-markets-as-business-opportunity-for-estonian-and-latvian-manufacturers/

Publication date: 2022-08-31

Document date: 2018-10-18

Languages: en

Overview of SEA markets – cultural-economic-sociological differences

Attachment type: link

Type of document: Video / film

Data source: https://teaduspark.ee/en/singaporean-and-malaysian-markets-as-business-opportunity-for-estonian-and-latvian-manufacturers/

Publication date: 2022-08-31

Document date: 2018-10-18

Languages: en

Support measures for enterprises, focus on export support

Attachment type: link

Type of document: Video / film

Data source: https://teaduspark.ee/en/singaporean-and-malaysian-markets-as-business-opportunity-for-estonian-and-latvian-manufacturers/

Publication date: 2022-08-31

Document date: 2018-10-18

Languages: en

Market entry strategy to Singaporean and Malaysian markets – tips from our business missions

Attachment type: link

Type of document: Video / film

Data source: https://teaduspark.ee/en/singaporean-and-malaysian-markets-as-business-opportunity-for-estonian-and-latvian-manufacturers/

Publication date: 2022-08-31

Document date: 2018-10-18

Languages: en

Doing business in Malaysia – SIA "Silv-Expo"

Attachment type: link

Type of document: Video / film

Data source: https://teaduspark.ee/en/singaporean-and-malaysian-markets-as-business-opportunity-for-estonian-and-latvian-manufacturers/

Publication date: 2022-08-31

Document date: 2018-10-18

Languages: en

Doing business in Singapore – SIA "Lotos Pharma"

Attachment type: link

Type of document: Video / film

Data source: https://teaduspark.ee/en/singaporean-and-malaysian-markets-as-business-opportunity-for-estonian-and-latvian-manufacturers/

Publication date: 2022-08-31

Document date: 2018-10-18

Languages: en

Reports

EXPORTING DIGESTIVE SYSTEM DISORDER SUPPORTING PRODUCTS TO SOUTH-EAST ASIAN MARKETS: MARKET BREACH GUIDEBOOK

Attachment type: file

Type of document: Report

Data source: https://estlat.eu/en/estlat-results/hiadex.html

Publication date: 2022-08-31

Document date: 2018-05-31

Languages: en

Attachment file: Download

Information regarding the data in keep.eu on the programme financing this project

Financing programme

2014 - 2020 INTERREG V-A Estonia - Latvia

Last month that data in keep.eu was retrieved from the Programme's website or received from the Programme

2023-11-02

No. of projects in keep.eu / Total no. of projects (% of projects in keep.eu)

55 / 55 (100%)

No. of project partnerships in keep.eu / Total no. of project partnerships (% of project partnerships in keep.eu)

329 / 329 (100%)

Notes on the data

Information provided by the Programme. Achievements were retrieved by Interact from the Programme website (http://www.estlat.eu/), or a website directly linked from it, on 2021-11-08 and 2024-03-08.

The financial data featured in keep.eu for this programme, it's projects and its partners is not exact and should be taken as a reference only.

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Marketing intelligence and early stage promotion activities for the HIgh ADded value products EXport

Description

Thematic information

Partners (3)

Partners map

Summary

Documents

Information regarding the data in keep.eu on the programme financing this project

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