Going Global Is Not Kid’s Play, Even For A Child Nutrition Expert

Muse of Marketing Allyson Stewart-Allen joins entrepreneur James Caan and James Averdieck, founder of chilled dessert specialist Gü, to advise Annabel Karmel, best-selling author and child nutrition expert, on how she can further build her successful brand.

With the overall market for baby foods expected to grow by 34% globally and by 10.5% in Asia Pacific alone between 2011-2016, now is an excellent time to be in the sector according to marketing expert Allyson Stewart-Allen, CEO, International Marketing Partners.

“Annabel Karmel has real potential to grow her business globally. But like many SMEs looking to build on their great idea, there are some real challenges in expanding internationally, particularly for a niche business,” says Allyson.  “Annabel must be sure to keep differentiating her product and think seriously about how she wants to fund that expansion and how quickly she can bring the business to scale.”

Her tips for Annabel - and entrepreneurs like her- include:

  • Leverage the fan base – build on growing this soft asset and the brand’s community not just for the sales potential and product development ideas but potentially also for investment – crowd funding – to grow the business
  • Build on the relationships already forged with globally-recognised brands such as Disney in Annabel’s case
  • Don’t tackle the US as a single market; it’s too big, too complex, too unforgiving
  • Maximise the assets you already have – Annabel has published 27 books and is the second biggest non-fiction writer in the UK following _________________ at number one
  • Plan the brand extensions now in order to future proof the business, possibly by licensing the brand name to other complementary product categories
  • Consider Non-Executive Directors to provide valuable experience and support for business growth

“Allyson’s insights into how I can succeed in the American market were extremely valuable.  It’s a very competitive environment there, not to be underestimated and I’ll certainly be using the tips and advice she gave me on The Business Class programme,” confirms Annabel.


About Allyson Stewart-Allen

Allyson Stewart-Allen is The Muse of Marketing and an internationally-recognised branding expert helping companies avoid the pitfalls of expanding overseas, through a better understanding of  local business cultures and consumer behaviour. Brands including Burberry, Coach, T K Maxx and Grosvenor Estates have engaged the consultancy she founded, International Marketing Partners, to help boost their exports.

A Californian in the UK for 25 years, Allyson is a recognised expert on US business and is co-author of best-selling book Working with Americans, as well as author of Marketing in the USA (UKTI).

She is a frequent guest commentator for CNN, CNBC, BBC, Bloomberg, Sky News, The Financial Times, USA Today, Business Week, The Wall Street Journal, Newsweek and Fortune and has a regular slot on Monocle Radio.

Besides her executive education work for Said Business School Oxford University, HEC Paris and London Business School, Allyson is a regular international keynote speaker and has presented at the International Women’s Forum and the World Retail Congress.

Allyson is also a member of the advisory board and a judge for The National Business Awards and CIM Marketing Excellence Awards. 

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