"turning labels into brands"
Ian Locke Consulting offers to all business executives the resources to grab new opportunities and/or to remove difficult problems; irrespective of whether they are in regional, national or international markets.
Note: please click on each subject header below to view more information.
Principal consultant Ian Locke provides experienced, no-nonsense advice and direction to business executives in a professional and strategic manner. Ian has considerable experience in taking new products to markets in Australia and overseas and knows what is required to turn a label into a brand.
Irrespective of corporate size, management structure, business age or turnover, Ian Locke Consulting can make a positive contribution to your specific requirements.
Nor does it matter where your company is based as Ian Locke has worked in major cities, cosmopolitan and regional locations, and in remote areas without modern comforts.
Where necessary, Ian Locke Consulting is able to quickly tap into a vast global network of contacts and associates, and engage highly qualified and widely experienced professionals to ensure all aspects of any project are fully administered.
Having worked and marketed in Australia, New Zealand, North Africa, The Chinas, North and South East Asia, The United Kingdom, Western Europe and the United States, Ian Locke is well versed on the customs, beliefs and business practises of these cultures and moves easily through their diverse management structures.
For over 30-years, Ian has amassed specific knowledge and experiences in horticulture, aquaculture, seafood, fresh fruit and vegetables, non-alcoholic and alcoholic beverages, event and sports management and business consulting to public and private agencies.
With his 5-step approach to branding (educate, aspire, emote, differentiate, distinguish), a clear understanding of wholesale and retail channel marketing, international expertise, and a passion for customer service, Ian Locke delivers results.
Together with an MBA (UTas 2005), Ian is able to blend qualifications and management experience gained as a business-owner and as senior manager with small, medium and large companies in both the public and private sector.
All discussions are totally confidential and may be formally protected without difficulty.
Ian Locke Consulting is readily available to be of assistance if the following statements apply to your current situation:
DO YOU LACK SPECIFIC TIME OR INTELLECTUAL CAPITAL TO:
DO YOU NEED ROLE-SPECIFIC SUPPORT TO:
Gather quantitative, qualitative and research data to support expansion. Plan, develop and execute major corporate events or sports sponsorship. Arrange, deliver, set-up, set-down Trade Shows and undertake key follow-up leads. Review "on-time every-time" logistics and supply chains that use road, rail, air or sea. Tackle issues concerning potential conflict between internal and external stakeholders. Provide advice and direction as your industry association seeks to articulate new visions. Help your organisation to develop new business and marketing plans that reflect change. Establish direct relationships with supermarkets, independents and other retail channels. Undertake strategic reviews, build new framework and develop roadmaps for succession. Raise the profile of customer service to ensure employees always "THINK CONSUMER".
THEN:
Don’t hesitate – nothing ventured – nothing gained.
Contact Ian now by phone or email.
One of the most difficult subjects to understand, and, the one where more mistakes are made is being able to recognise the difference between a name or a label and a brand.
Ian Locke has considerable experience in taking new products to markets in Australia and overseas and knows what is required "turning a label into a brand".
"Surprisingly, turning a label into a brand is not rocket science, but, the most important point to remember is that creating a brand will require cohesive campaign strategies, time, strength, commitment and uncompromising patience".
Every business has a different name to enable customers to identify them individually and successful businesses are those that have converted labels into brands.
Customers buy brands because they associate positively with that branded product. The rationale may vary, but generally they are key emotive reasons such as trust, quality, integrity, reliability and service. Brands that deliver values for money.
Brands simply deliver positive outcomes, whereas a label or an untried name presents uncertainties because the customer doesn’t really know what they are acquiring.
"My 5-step approach to branding (educate, aspire, emote, differentiate, distinguish), a clear understanding of wholesale and retail channel marketing, international expertise, and a passion for customer service, delivers results".
Enhance your business success by building a brand that your customers respect and enjoy. But, remember, "If you don’t do it professionally, you won’t grow your business!".
SO:
Don’t hesitate – nothing ventured – nothing gained.
Contact Ian now by phone or email.
Like so many people, these days, I hear the term "going forward" or "moving forward" so often, that its original meaning is starting to lose relevance and focus.
Going or moving forward can be used as a statement, meaning or description that indicates a progression in time from the present. It’s been around for quite a few years now and has such a wide usage that it nearly means zilch.
At Ian Locke Consulting, we believe that the term "accelerated momentum" is far more descriptive and conjures up a very clear image that strategies are in place to deliver new circumstances; and everyone in the team needs to get on aboard and contribute.
As new objectives are identified, Ian Locke sees a real purpose in pursing these goals through strategies that are accelerating the momentum of change.
"Change is the opposite to stagnate and all businesses need to continuously improve to stay ahead of their competitors.
"The quicker you assess and change, the further you move ahead of the opposition and the sooner you reap the rewards of accelerated momentum."
Want to know more?
Contact Ian now by phone or email for more information.
If you are a company located outside of Australia, Ian Locke Consulting can provide valuable direction for the competitive operation of your business through "Win-Win-Win" outcomes as your company focuses to:
1. Strengthen domestic sales through better understanding of value chains.
2. Expand domestic sales as an importer of complimentary products.
3. Grow turnover by competing in overseas markets through exporting.
Bringing together these new opportunities also provides directional pathways if you are considering structural modification through generational change, partner options, M&A or public listing.
Importantly, they must be activities that capture the best value in the supply chain by securing "the greatest value over the shortest distance". Ian’s experience in Australia, Asia and Europe ensures that he presents the right solutions.
Most significantly, the focus is on your business, delivering opportunities that embrace the KISS principle, and enhances the achievements of strategic planning through the avoidance of complexity.
Contact Ian now by phone or email.
Most importantly, Ian Locke Consultancy offers value-for-money by delivering a knowledgeable and well-experienced resource that can be contracted for specific assignments, rather than the more traditional approach of full-time staff. Once completed there are no on-going obligations that exist with employees.
Fees are able to be flexibly structured depending on the size of the project, the location, expediency and the client’s internal resources. With the seasoned ability to travel at short notice to many destinations without fuss, projects are commenced easily and objectively.
Cost-related expenses (as agreed) are invoiced separately.
All activities are designed to comply with the funding and grant requirements of government agency programs.
Don’t hesitate – nothing ventured – nothing gained.
Contact Ian now by phone or email.
VITAL FACT:
Ian has excellent sales and marketing credentials with F&B (niche/ FMCG) products with specialist skills in taking new and recognized brands to wholesale and retail channels in Australia and overseas.
KEY ATTRIBUTES:
- Adds senior management values to intellectual knowledge.
- Proven ability to identify and take new products to all markets.
- Practical knowledge of campaigns for turning labels into brands.
- Diversified project management and opportunity cost modelling.
- "Stepback & Deliver" strategies to ensure win-win-win outcomes.
- First-hand experience building regional footprints for iconic brands.
- Significant knowledge and understanding of Australia’s icons.
- Strong human capital knowledge of Australian F&B industry.
- Considerable experience selling FMCG to major retailer accounts.
- Extensive supply chains skill to multinational retail channels.
- Advocate of "Think Customer" ethos to minimise service gaps.
- Builder of aspirational brands and marketing campaigns.
- The ability to weld knowledge and experience for the future benefit of others through incentive, innovation and entrepreneurship.
EDUCATION:
Master of Business Administration (2005)
AWARDS:
- Honorary Member Rotary International (2005)
- Tsuneichi Fujii Overseas Fellowship (2000)
- Australian Agricultural Exporter of the Year (1995)
- Tasmanian Agricultural Exporter of the Year (1995)
- Austrade Asia Pacific Fellowship (1993)
WHISKY TASMANIA:
Launched their label "Hellyers Road" single malt whisky and cold grain vodka in the Tasmanian, Australian and international markets and built it into the largest selling brand of Australian single malt whisky.
Key retail channels listed included BWS, Dan Murphy’s, Park ‘n Shop, Wellcome and the Independents; as well as numerous on-premise outlets in Australia and abroad.
Global responsibilities included integrated market research, economic modelling based on quanti/qualitative data, teaming regional distributors, agency campaign strategies, above & below the line A&P, managing super-premium brands, codes & trends, and customer service.
FOSTER'S LAGER:
In partnership with Kollaras Group, established retail alliances and built new FMCG business in Taiwan and Japan for "Foster’s Lager" through retailers such as Wellcome, Costco, RT Mart and Jusco.
In FY05 & FY06, sales of "Foster’s Lager" & "Biere Larue" increased substantially through value-chain & brand management.
HARVEST MOON:
Built and expanded exports, established new footprints and markets in Asia and Europe utilising brand profiling and senior marketing expertise in packaging, FMCG and global retail channel management.
Export profile rose to account for 1/3-rd of turnover.
CRADLE COAST:
Analysed the infrastructure and needs of the regional food industry, identified options to stimulate innovation and recommended business cases to direct the multi-million dollar investment of Government and private funds into industry, cooperative research and education channels.
High-level public and private relationships were utilised to deliver to regional participants successful outcomes based on the facilitation of high-value B2B and B2C product opportunities corner-stoned with advancements in packaging and transport.
MOTORSPORTS TAS.
Redefined corporate marketing, raising the profile to the business community and modelled business plans to take to Government for Procar and V8 Supercars events that generated significant profits.
As a footnote: Subsequent Foster’s involvement included Formula 1 motor racing exposure.
VECON:
Introduced the "Vecon" label to become the largest brand in Asia for Australian vegetables sold to supermarkets in Japan, Singapore, Malaysia, Indonesia, Taiwan, Hong Kong, etc.
Negotiated direct call liner shipping to Tasmanian ports (including charters) with Cosco, Baltic and MSC. Identified, scoped and established Koyo Nego carrot industry in Tasmania and following that success, in Australasia; achieving production of 25,000-tonnes and creating high-value exports of AUD20-million.
VECON JAPAN:
In the 1990s Vecon Japan became Australia’s largest producer and exporter of Asian Vegetables to Japan.
Instituted marketing footprints in Asia and Europe, targeted retail alliances and grew business revenue by 25%, transforming core business via NPD, production scaling, ISO 9000 and supply/value chain management efficiencies. Profits increased by substantially.
Through the Vecon period, considerable experience was gained in trade shows and exhibitions, niche and commodity trading, public relations and iconic branding.
Ian has held senior management & marketing roles with reputable public and private companies operating in high volume and niche sectors of FMCG that includes a strong business development focus for Australian agrifood in Asia and Europe.
Specifically, Ian has been making significant contributions to corporations as a result of his wealth of diversified experience in Australian and global food markets, his innovative strategies to identify smarter approaches to managing existing business and market expansion through new product development. As he took businesses to market, his creative solutions were recognised as having positive influences on their results and he left a legacy of accomplishments. These missions addressed short, medium & long term social, environmental, governance and financial goals/priorities/outcomes for small, medium and large organisations.
Additional to bottom-line accountability, Ian has undertaken key roles that sought to:
With commanding strategic talents and attributes in regional, national and international business and efficient consumer response, Ian tactically meshed these abilities to ensure that market competiveness was ingeniously achieved, leapfrogged competitors and provided high-level results that delivered maximised returns and outcomes.
Ian has an enormous wealth of pragmatic experience trading into culturally-diverse off-shore key-accounts, maximising supply chains to identify & deliver value, influencing skills, delivering major outcomes to diverse stakeholders, consulting to agencies and industry, and building strategic, enduring alliances with all direct-interest contributors. Supporting these activities is a record of innovative and entrepreneurial strategies for the establishment, expansion and maintenance of markets globally.
With senior relationship networks at all management levels (including strong and enduring associations with top-50 global retailers) Ian has market-entry strategies in complex sales environments that have raised brand awareness, expanded production and presented strong international reputations for quality, reliability and performance.Ian’s experience has encompassed both senior management and senior marketing roles in the food industry; particularly in fresh and time-sensitive sectors (fruit & vegetables; aquaculture & fish; beer, wine & spirits). Pivotal to these roles is the ability to operate in highly perishable and competitive environments where product differentiation is achieved through innovative presentation, product development and exceptional customer service.
Ian has directed companies and business units through line management responsibility ranging up to more than 100-persons, matching strategy with pragmatic implementation timelines to achieve success whilst coordinating multitask outcomes with other internal/external team members and business units. These roles have been undertaken in many areas of domestic and export markets channels.
His corporate viewpoint is to "walk-the-talk" – that is - get out into the work and market place – "think consumer" - and deliver policies that are in line with a corporation’s vision, mission statement and ambitions.
In each instance, companies that Ian has worked with have been leaders in their field whether by size, turnover or market share.
Roles include:
National, international and global marketing Senior executive leadership Division, product and line management Managing off-shore teams Brand development and performance Trade Fair presentations Multiple region/s management New product development Building relationships with international clients Overseeing cultural diversity Product conflict negotiation and resolution Team and peer mentoring
Additionally, each of these employers has had diverse and successful exposures as:
Major regional growers and producers Manufacturers Distributors, wholesalers and exporters Retail chain suppliers Iconic brands owners Agency regulators Non-price marketers Industry leaders National Export Award winners Utility suppliers Regional Development Authorities Major Event promoters Government Businesses Highly successful achievers
Contributing to his knowledge are various consultancies he undertook for corporations, agencies and authorities in Australia and overseas evaluating the establishment of new businesses based on opportunity cost opportunities.
2006/2007 - Whisky Tasmania Pty Ltd (Chief Marketing Officer)
Key Roles:
- Plan and implement domestic and international strategies.
- Undertake sales roles to national and overseas markets.
- Secure and execute listing processes with major retailers.
- Deliver advertising and public relations to support the marketing.
- Develop and benefit relations with all tiers of government agencies.
- Design and participate in Trade shows and tasting events.
2003/2006 - Kollaras Group (Manager – Asia Region)
Seconded to:
Foster’s Retail Alliance (Manager - IBD)
Key Roles:
- Research, identify & deliver strategic business plan for Asia.
- Categorize major Asian retailers in Japan, Taiwan, etc for Fosters.
- Extend range into other premium beers, wines and spirits.
- Go-to-market strategies including pack/price/brand opportunities.
2001/2004 - Consultant to Food, Beverage & Sporting industries
Clients include:
- Cradle Coast Authority.
- Motorsports Tasmania.
- Cradle Coast Water.
- Eden Foods.
- Private consultancies to industry.
1997/2001 - Forth Farm Produce (Global Marketing Manager)
Key Roles:
- Senior Executive and Marketing Manager.
- International marketing team responsibility.
- Lead new Australia/New Zealand exports to Asia and Europe.
- Short and long-term channel plans to global retailers.
- Domestic/international logistics and supply chain.
1997 - Costa’s Fresh (Divisional Manager – Exports)
Key Roles:
- Divisional line management responsibility (7-staff).
- International marketing team (5-staff).
- Perishable fruit & vegetable exports to Asia/Europe.
- Strategic planning and change management.
- Logistics, supply chain interaction & management.
- Develop a range of revenue generating strategies.
1996/1997 - Webster Ltd (Marketing Manager Horticulture)
Key Roles:
- Senior Executive member and Corporate Marketing Manager.
- Contract negotiation/delivery to global markets.
- Utilisation/development of sales networks, contacts.
- Domestic & international sales/marketing.
- Logistics, supply chain ISO management.
- Transition and change mentoring/management.
1993/1996 - Vecon Japan (Chief Executive Officer)
Key Roles:
- Senior Managing Partner & Corporate Manager; leading new International business development with significant outcomes.
- Development & transition management.
- Sales & Marketing to wholesale, retail and food service.
- Manager Asian marketing team.
- Group marketing, training & logistics management.
1990/1996 - Vecon Pty Ltd (Chief Executive Officer)
Key Roles:
- Senior Executive Member & Corporate Manager; building sales to be 45% of Australia’s fresh vegetable exports to Japan.
- Managed their global marketing team.
- Targeted and secured direct sales to retailers in Australia and major northern hemisphere markets.
- Identification and development of new product sales to all markets.
- Manager multimedia and international A&P.
- Widespread interaction in dealing direct with retailers in Australia and overseas
1983/1990 - OysTas Pty Ltd (Managing Director and CEO)
Key Roles:
- Established company with management and financial controls.
- Oyster processing (20-staff).
- Identified & developed export markets for Tasmanian shellfish.
- National marketing distribution network (6-offices).
- China Sister State MOU and development of SEZ contract business.
- International shellfish consultancies (5-countries).
- Sole Australian licensee USFDA SSCP MOU (live, fresh and frozen).
- "Stepback & deliver" strategic evaluation, stakeholder identification, business unit formation; with skills in budgets, forecasting and financial development.
- Embracing challenges "hands-on", pursuing objectives, taking the "knocks" and delivering "win-win-win" outcomes despite adversity.
- Proactive research, multifaceted analysis & economic modelling, decision-making skills through strategic management of process, content and context.
- Strong networking capabilities for building relationships and identifying future opportunities for establishing beneficial, value-chain alliances in all markets.
- Energetic endorsement of corporate visions, objectives and values to support, respect and enhance team vitalities in all organisations.
- Creating opportunities for the building of long-standing relationships based on trust, panache, superior communication, honesty & strong personality.
- Leadership flair, a willingness to foster and direct cohesive, results-orientated teams, to accept accountability and achieve agreed outcomes.
- The energy and persistence required in achieving success through innovation for companies functioning in high-pressure national and global agrifood environments.
- Undertaking critical BD leadership roles to deliver predetermined outcomes.
- Sensing and responding to consumer needs through customer-pull activities.
- Identify, implement and direct horticultural cropping for sale to overseas markets.
- Vigorous, competent, result-proven CMO skills in Asian and global markets.
- Functioning effectively in complex, professional team environments.
- Superior levels of verbal, written and cultural communication proficiencies.
- Leading new international business development with significant outcomes.
- Retail channel marketing throughout Australia, Asia, Europe, UK & America.
- Identified objectives, defined strategies, implemented plans & grown markets.
- Employment in FMCG, F&B, sport management and consultancy sectors.
- Directed downstream operations & managed business through to customers.
- Analysed value chains from raw materials to consumers in overseas markets.
- Established relationships with all tiers of Government to achieve objectives.
- Operated autonomously while reporting vertically and horizontally.
- Successfully developed & managed brands in Australia and internationally.
- Anchored and led business teams off-shore to cultivate new markets.
- Managed the diversities and relationships of cultures, customs and languages.
- Major Event management with direct responsibility for F&B service to 3000-diners.
Feel free to download my Resume` (CV) below to view at your convenience;
Australian Beer & Beverage Company Club Data Online Peonies From Tasmania Hellyers Road Distillery Hawthorn Football Club RYLA International Tassie Wines Willard Estate Logistics Kollaras Group Fosters Group Motor Sports Tasmania University Of Tasmania Cradle Coast Authority Cradle Coast Water South Gippsland Shire Council Harvest Moon Costa Group Webster Fresh Saudi Fisheries Fujian Ocean & Fisheries Information "Sport & alcohol: perfect mix" - read the article A review on the worldwide Scotch Blog - read the article
IAN LOCKE CONSULTING
ABN: 95 362 422 639
Registered Office:
161 Allport Street (East)
LEITH
Tasmania 7315 (AU)
Mobile: +61 4 1968 9479
Telephone: +61 3 6428 2430
Email:
www: www.ianlockeconsulting.com.au
Bankers: CBA – Ulverstone (details on request)
Ian Locke Consulting
To avoid any confusion, Ian Locke Consulting and Ian G. Locke are one and the same.
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