Marketing your products and services
Market entry
Australia has a good image in Mauritius and is regarded as a 'clean and 'green' country and a reliable supplier of quality products.
The most efficient means for Australian companies to become established suppliers in Mauritius is to appoint a local agent or distributor. Agents are able to afford the cost of freighting goods to Mauritius by consolidating orders from their customers – supermarkets, smaller retail outlets, hotels and even other wholesalers – and consolidating supply from a multi-supplier base.
Tourism is a flourishing industry in Mauritius and higher-end imported food products are consumed in hotels and restaurants. Tourism will increase as the government pursues its duty free strategy.
Quality is an important factor for success in this segment. Hotels prefer to be supplied by an import agent rather than importing directly. In order to access hotel procurement, Australian suppliers should recruit an agent or distributor that is active in this market.
Food processing manufactures may be interested in other ingredients or products for further processing (eg. cheese flavourings or butter oil), especially where production is complementary to current operations or products
In some instances, manufacturers use a tender process to procure large quantities of a product such as milk powder for yogurt manufacturing
Mauritians are typically conservative consumers that are reluctant to switch brands. The main purchase driver is ‘value for money’ with price the key determinant. Mauritius is a developing country and purchasing power is not very high.
Mauritian companies seek credit facilities at times (eg. letter of credit 30-days or 60-days). This needs to be considered in a case-by-case basis.
Distribution channels
End-consumers buy their food from hypermarkets, supermarkets, corner shops, grocery stores, wholesalers and open markets.
The retail distribution sector has undergone major transformation since 1995 with the launching of a series of hypermarkets: Jumbo Score (2 units); Super U (2 units); and Shoprite. This introduced the concept of large-scale distribution, consolidation and centralisation of orders. Hyper/supermarkets have the choice between importing direct or sourcing products locally, depending on the nature of the goods.
Overseas products are imported by wholesalers as well as by retail outlets. Some manufacturers import to supplement their locally produced range. Normal practice is for wholesalers and manufacturers to distribute to clients. Individual arrangements enable some retailers and shop owners to source their goods from manufacturers or wholesalers.
Most supermarket chains obtain their supplies by either importing direct or purchasing from wholesalers. They also undertake their own internal distribution.
Hotels and restaurants buy direct from wholesalers or brokers and supermarkets.
Transport
Mauritius has one international airport, the Sir Seewoosagur Ramgoolam International Airport in south eastern Mauritius (at the opposite end of the island from the capital, Port Louis).
Air Mauritius is the national carrier, providing passenger and cargo services to over 30 destinations worldwide including Perth, Sydney and Melbourne in Australia.
Port Louis is the major commercial port for the country.
The island has a road network of approximately 2000km of paved roads.
|