[yellow tail] Export Award
Winner: Homart Pharmaceuticals
Homart Pharmaceuticals set out to create a range of health supplements and skincare products designed specifically for the Chinese market and then to take Australian marketing techniques to China to promote the products.
Part of the clever strategy was to take the products and put them right under the noses of the customers at the World Expo in Shanghai.
They pitched the products to wealthy Chinese customers as a reflection of the clean, green, healthy environment of Australia.
Homart Pharmaceuticals took the marketing one step further by specifically targeting markets in Hong Kong, Taiwan and Macau through newspapers, radio, websites, brochures and advertising, treating each as a separate market for presentation, packaging and marketing techniques.
Homart’s profits over the past three years grew by 121% in 2009/10, 107% in 2010/11 and are on track to grow 86% in 2011/2012.
Commenting after the announcement the Chair of the CRC, Stepan Kerkyasharian,said: “We established this export category to demonstrate that we really do have an advantage in international trade because of the cultural diversity of our workplace and our entrepreneurs. Homart have again very clearly proved the importance of that asset.”