TBC, Melbourne, Australia

Australia China Business Council (ACBC) Victoria is pleased to invite you to this special event to help you get your brand essentials ‘China ready’ for the Victorian Government Asia Gateway program.

As Victorian companies gear up to take advantage of the Victorian Government’s Asia Gateway Voucher Program, 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 demonstrate the kinds of steps Victorian companies will need to take to succeed in China (and Asia) when it comes to building an effective brand, product, pack and communication.

This is the first time TSI has provided an insider-look at what goes in to 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.

About Andrew Kuiler

Andrew Kuiler - CEO of The Silk InitiativeAndrew (pictured right) is the founder and CEO of The Silk Initiative (TSI). TSI is an insights-driven brand consultancy firm 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 aim to ensure their client's brand will thrive.

TSI provides brand strategy consulting by 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?

Victorian companies who market products to Chinese consumers, including;

  • consumer packaged goods (FMCG)
  • food and beverage brands
  • agricultural product owners looking to build value-added brands for the China market and take advantage of the Asia Gateway Voucher Program.

Workshop details

Date: Thursday 22 March 2018
Venue: TBC
Time: 5.30 pm to 7.30 pm
Cost: $45 for ACBC members (+GST and online booking fee), and $65 non-members (+GST and online booking fee)
Dress: business attire

Enquiries: for further information about this workshop, call ACBC Victoria on (03) 9027 5606, or send them an email