My spreadsheet is

Australia ABC Company 200
XYZ Company 100
XXX Company 300
Australia Total 600

UK AAA Company 200
BBB Company 100
CCC Company 300
UK Total 600

Total: XXX

Now, I would let to set a formula for "TOTAL" in which, if column A cells
contains "total" (eg. Australia total, UK total), it will sum the respective
data in column C.

=sumproduct ((A1:A100="......." * (C1:C100))
i think the formula should be something like that.. but i dont know what to
put for "......"

thanks in advance.