Upcoming Events


Melbourne: Getting your brand essentials 'China ready'

22 March 2018

International Chamber House, Level 5, 121 Exhibition Street, Melbourne 3000

ACBC Victoria is pleased to invite you to our event with Andrew Kuiler, Getting your brand essentials ‘China ready’ for the Victorian Government Asia Gateway program
As Victorian companies gear up to take advantage of the Government’s Asia Gateway Voucher, Andrew Kuiler, CEO of Shanghai based brand consultancy The Silk Initiative (TSI), will provide a detailed review of the practical frameworks and step by step guides of what it takes for brands looking to grow their footprint in China and Asia. This hands-on seminar, based on real case studies, will show what kinds of steps Victorian companies need to take in order to succeed in China (and Asia) when it comes to building effective brand, product, pack and communication. This is the first time, TSI has provided an insider-look at what really goes into brand owner efforts to move from a tactical sales and distribution mindset to a strategic marketing and brand management mindset to ensure sustainable growth in this complex region. 
Why attend:
  • Introduction to the Victorian Government Asia Gateway program and why The Silk Initiative was chosen as the only preferred partner (who is China based) with a proven framework designed to build effective China brand strategies for Australian companies
  • Move out of a sales and distribution mindset by learning from real case studies of other brand success stories
  • How to facilitate the right internal discussions to get cross functional support against China brand development and strategy needs
Speaker Bio:
Andrew Kuiler (CEO, The Silk Initiative) Andrew is founder and CEO of The Silk Initiative (TSI), an insights-driven brand consultancy giving packaged food and beverage brands the strategic direction they need to understand, enter and prosper within the Chinese market. Armed with the perfect combination of insight, strategy, innovation, and design, TSI bridges the gap between brands and consumers in China. By leveraging their expertise in the food and beverage industry to dispel the mysteries of the Chinese consumer, they're here to ensure that their client's brand will thrive. TSI provides brand strategy consulting from determining new market opportunities and positioning strategy, brand development, product innovation, pack and key activation visual design, launch agency selection, launch preparation and in-market monitoring. TSI's clients include Campbell’s, PepsiCo, Unilever, General Mills, Pizza Hut, Arla, Tyson, Mars Wrigley, Vita Coco and McCain including many Australian, New Zealand and UK brands. All brand strategies are based on extensive consumer understanding, using world-class research techniques by their expert team based in Shanghai and the United States.
Who Should Attend:
Companies who market products to Chinese consumer including; consumer packaged goods (FMCG), food and beverage brands, agricultural products owners who are looking to build value-add brands for the China market and take advantage of the Vic Govt Voucher program.
Date: Thursday 22 March 2018
Time: 5.30pm for 7.30pm
Venue: Venue TBC
Cost: $45 for ACBC Members and $65 General Admission (+GST and online booking fee)
RSVP: Click here
Dress: Business Attire
Enquiries: (03) 9027 5606 or acbc.vic@acbc.com.au