How to Capture International Markets : INDIA




     By Ms. Sheema Vohra
    Representative - INDIA
Agenda



Economic Outlook- Trade Details

Exhibition Industry

SWOT

How to increase market share

Govt support .

TCEB i...
Economic Outlook



Population 1.13 Billion

50% under the age of 35

22 official languages; English widely spoken

400, m...
Economic Outlook (cont)


• Global economic meltdown has caused some concern and
  impacted growth rates from 8.8% to 6.8%...
Economic Outlook (cont)
                               55% of India’s GDP
60%                      55%   comes from servic...
Trade details- Exports

Precious Stones              Diamonds & Jewellery


Copper & Articles thereof    Iron & Steel Prod...
Trade details – Imports
Electronic Goods             Machinery


Plastic Material             Transport Equipments


Iron ...
Sectors for cooperation between India and Thailand

    Automotive industry & its components

    Transport and telecommun...
Exhibition Industry
Visitors




Indian Companies are actively visiting exhibitions
abroad to keep themselves updated with latest know
how.

A...
Exhibitors




The number of Indian Companies participating in
International exhibitions are increasing every
year.
   How...
Profile – Exhibition Visitors

Budget not a constraint and length of stay determined by
duration of the event being attend...
Industry Segments- City Priority
Priority by Cities
                                          Garment & Textile, IT & Elec...
Overview
Exhibitions in India are being organized by:

1.Industry Associations & Chambers of
   Commerce- CII, FICCI,

2. ...
Overview (cont)


4. National Exhibition Organizers
   Major ones are:
   Exhibitions India, Tafcon Projects, Services Int...
Overview (cont)

6. Media Houses & Publications

  1. The Times of India (Education, Real Estate & Job Fairs)

  2. Hindus...
Major Exhibition Venues

   Delhi & NCR
Pragati Maidan Delhi - 76000 sqm.
NSIC Exhibition Centre Delhi -21,500 sqm
Habitat...
Current Trends


Fragmented Exhibition Market- Unorganized Sector

Major MNC’s & Indian Companies are participating
active...
Major Sectors

Chemicals & Pharmaceuticals
Food & Allied
Print & Packaging
Telecom
Engineering and Allied Industry
Automob...
Major Industry Players / Associations


FICCI (Federation of Indian Chamber of
Commerce & Industry)

FIEO (Federation of I...
Major Industry Players / Associations

Industry Specific Associations

Plastic Industry-(AIPIA-All India Plastic Industrie...
Major Industry Players / Associations


Regional industry associations

LMTMA (Ludhiana Machine Tools Mfrs. Assn.)

KASSIA...
Major Travel Agents Promoting Shows


Orbitz Travel (All India)
SOTC- Kuoni Travel India (All India)
Cox & Kings (All Indi...
Competition


Singapore Exhibition & Convention Bureau

MEHK (Meeting & Exhibitions Hong Kong)

TAITRA (Taiwan External Tr...
SWOT ANALYSIS- India

STRENGTHS
 India has several associations/ federations/ chamber of commerce
with key objective to pa...
OPPORTUNITIES
  Expanding market supported by large base of potential
customers.

  Steady economic growth- ranging betwee...
How to Increase Market Share

                    Visitors

  Increased visibility of exhibitions coming up via
  Advertis...
New Shows/ Show in Shows



Increased promotions and visibility of major
shows by Exhibition Organizers.

Specially target...
Indian Government Support to
Exhibition Industry
  Market Development Assistance (MDA) Scheme


In view of the prevailing ...
Market Development Assistance (MDA) Scheme


Sr. No   Area/ Sector      No. of   Maximum Financial
                       ...
Market Access Initiative Scheme(MAI)
Market Access Initiatives (MAI) Scheme is an Export Promotion
Scheme. The scheme is f...
Market Access Initiative Scheme(MAI)



Level of Assistance- 65% of total approved
   expenditure. The following subcompon...
2009 Major Activities
Initiatives 2009



Dissemination of Exhibition Calendar to major clients
across India including Associations and Travel A...
Initiatives 2009 (cont)



Enhanced Visibility of Thai exhibitions in brochures/
websites of Travel Agents promoting Exhib...
What Works – Examples


Continuous communication to target audiences
PR & marketing alliances ( media partners, press
conf...
Thank
You…
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India Rep Meeting Presentation Final

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How to Capture International Markets : INDIA
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India Rep Meeting Presentation Final

  1. 1. How to Capture International Markets : INDIA By Ms. Sheema Vohra Representative - INDIA
  2. 2. Agenda Economic Outlook- Trade Details Exhibition Industry SWOT How to increase market share Govt support . TCEB initiatives & activities in 2009. What Works – examples
  3. 3. Economic Outlook Population 1.13 Billion 50% under the age of 35 22 official languages; English widely spoken 400, million strong middle class. Highest growth of millionaires in 2007- 22.7%;as per World Wealth Report by Merrill Lynch & Cap Gemini
  4. 4. Economic Outlook (cont) • Global economic meltdown has caused some concern and impacted growth rates from 8.8% to 6.8% (forecasted) •International slowdown has slowed corporate investments and spending- Wait and watch attitude • However, Government continues major investment in public infrastructure and reduced interest rates. • Oil price decline has had a positive impact-including decrease in inflation. • Though credit is tight- India is primarily a saving economy.
  5. 5. Economic Outlook (cont) 55% of India’s GDP 60% 55% comes from services. 50% Citi Bank retains the 40% positive forecast for 30% 25% India at GDP growth of 20% 6.8% for 2009 and 5.5 20% % for 2010. 10% 0% Goldman Sachs is also positive and expects s al re ce tr i tu the economy to grow i s rv ul du ri c Se between 6.5% and In Ag 5.8% in 2009-2010.
  6. 6. Trade details- Exports Precious Stones Diamonds & Jewellery Copper & Articles thereof Iron & Steel Products Chemicals (mainly organic) Metal ores, Waste & Scrap Medicinal & Pharmaceutical Electrical Machinery Products & parts Industrial Machinery Parts & Accessories of Vehicles
  7. 7. Trade details – Imports Electronic Goods Machinery Plastic Material Transport Equipments Iron & Steel Natural Rubber Semi Precious Stones Organic Chemicals and Petroleum products Essential oils & cosmetics Metals and Commodities
  8. 8. Sectors for cooperation between India and Thailand Automotive industry & its components Transport and telecommunication network, Science & Technology, including IT Biotechnology and Pharmaceuticals Energy including conventional energy and non- conventional sources Education & HRD; a network among institutions of higher learning Tourism Food Processing Source:http://www.thaiemb.org.in/thaibiz/Thai%20india%20business%2 0and%20economic%20relations/index.htm
  9. 9. Exhibition Industry
  10. 10. Visitors Indian Companies are actively visiting exhibitions abroad to keep themselves updated with latest know how. Associations have budgets. Main objective is to organize visitor’s delegation to international exhibitions. Associations normally combine their visits to exhibitions with meetings with local business associations and sight visits.
  11. 11. Exhibitors The number of Indian Companies participating in International exhibitions are increasing every year. However, reputable international trade shows are preferred. Due to economic/ corporate slowdown, this year there will be a decrease exhibitor participation in international exhibitions.
  12. 12. Profile – Exhibition Visitors Budget not a constraint and length of stay determined by duration of the event being attended. Look for accommodation near the event venue. Corporate Chiefs, Senior Executives, Scientists, Doctors, Professionals and small to mid-sized entrepreneurs. Activities at destination center around functions organized at event, and some pre and post event tours. Concurrent Spouse Programs preferred.
  13. 13. Industry Segments- City Priority Priority by Cities Garment & Textile, IT & Electronics, 1st Delhi Visitor industry Telecom, Exhibitor industry do Jewellery, Gems & Diamond, Food, Sea Food, Plastic, Industrial Machinery, IT, 2nd Mumbai Visitor industry Telecom. Exhibitor industry do 3rd Chennai Visitor industry Automotive, Rubber, Sea Food Exhibitor industry do 4th Bangalore Visitor industry IT, Garment & Textile Exhibitor industry do 5th Hyderabad Visitor industry IT Exhibitor industry do 6th Pune Visitor industry Automotive , IT, Industrial Machinery Exhibitor industry do 7th Jaipur Visitor industry Gems & Jewelery Exhibitor industry do 8th Ludhiana Visitor industry Garment & Textile, & Auto Component Exhibitor industry do
  14. 14. Overview Exhibitions in India are being organized by: 1.Industry Associations & Chambers of Commerce- CII, FICCI, 2. India Trade Promotion Organization (ITPO) 3. International Organizers Main ones are:- Reed Exhibitions, CMP, Messe Frankfurt, Messe Düsseldorf, Messe Munchen, DMG World Media, Expomedia, IIR ( UK), Penwell, HQ Link Singapore, Dubai World Trade Centre etc.
  15. 15. Overview (cont) 4. National Exhibition Organizers Major ones are: Exhibitions India, Tafcon Projects, Services International, Chemtech Foundation/ Jasubhai Media, Conference & Incentive Management , CARD( Centre for Agricultural & Research Development), Zak trade Fairs & Exhibitions etc. 5. Governments Central & State Governments also organize exhibitions. Major ones are: Defexpo (Ministry of Defence), Petrotech (Ministry of Petroleum), Aero India (Ministry of Defence)
  16. 16. Overview (cont) 6. Media Houses & Publications 1. The Times of India (Education, Real Estate & Job Fairs) 2. Hindustan Times (Real Estate Expo, Job Fairs) 3. Vintage Publications (Organizers of ‘Vivaha’ The Wedding Expo). 4. Chemical Weekly (Chemspec India with DMG Media). 5. Pixie Publications ( Livestock. Diary and Agricultural) 6. Cross Section Publication (Organizers of SATTE-Travel Industry Fairs)
  17. 17. Major Exhibition Venues Delhi & NCR Pragati Maidan Delhi - 76000 sqm. NSIC Exhibition Centre Delhi -21,500 sqm Habitat World - 10,123 Sqm India Expo Centre , Greater Noida - 48,000 sqm Mumbai Bombay Exhibition Centre – 40,000 sqm Nehru Center – 2,200 sqm MMRDC( Bandra kurla Complex) – 75,000 sqm World Trade Centre – 2,525 sqm Bangalore Bangalore International Exhibition Centre - 20000 sqm. Chennai Chennai Trade Centre – 7,834 sqm Hyderabad HITEX Hyderabad – 43,325 sqm
  18. 18. Current Trends Fragmented Exhibition Market- Unorganized Sector Major MNC’s & Indian Companies are participating actively in domestic as well as exhibition overseas Participation by leading organizers/ companies trigger a chain reaction with others following Association participation encourages members to visit/ exhibit at a show.
  19. 19. Major Sectors Chemicals & Pharmaceuticals Food & Allied Print & Packaging Telecom Engineering and Allied Industry Automobile , Aviation. Plastic & Rubber Industry Retail Marketing Information Technology Travel & Tourism Hotel industry. Wellness Gems & Jewellery. Fashion & Garments
  20. 20. Major Industry Players / Associations FICCI (Federation of Indian Chamber of Commerce & Industry) FIEO (Federation of Indian Export Organizations) CII (Confederation of Indian Industry) EEPC (Engineering Export Promotion Council) ITPO (India Trade Promotion Organization)
  21. 21. Major Industry Players / Associations Industry Specific Associations Plastic Industry-(AIPIA-All India Plastic Industries Association , AIPMA-All India Plastic Mfrs. Associations) Machine Tools (IMTMA-Indian Machine Tools Mfrs. Assn.) Printing & Packaging (IPPAMA-Indian Print Packaging & allied Mfrs Assn, AIFMP-All India Federation of master Printers) Food and Allied (APEDA –Agricultural & processed food export development Authority , AIFPA-All India Food Processors Assn), Packaging (IIP-Indian Institute of packaging, AIFTMA-All India Flat Tape Mfrs. Assn) Paint & Coating (IPCA-Indian Paint & Coating Association, ISSPA-Indian Small Scale paint Assn.)
  22. 22. Major Industry Players / Associations Regional industry associations LMTMA (Ludhiana Machine Tools Mfrs. Assn.) KASSIA(Karnataka Small Scale Industries Assn.) MIA(Mohali Industries Association) MPLA (Madras Printers & lithographers Assn), NIPA (North India Printers Association). TPMA (Tamilnadu Plastic Mfrs. Association) DPA (Delhi Printers Association)
  23. 23. Major Travel Agents Promoting Shows Orbitz Travel (All India) SOTC- Kuoni Travel India (All India) Cox & Kings (All India) In Orbit (All India) Equator Voyagers (Delhi) Nimble Travels (Delhi) Golden Wings (Delhi) Sambhav Trade Tours (Mumbai) Rainbow Business Tours (Mumbai) Discoveries and Destination (Ludhiana) Red Carpet Tours (Delhi)
  24. 24. Competition Singapore Exhibition & Convention Bureau MEHK (Meeting & Exhibitions Hong Kong) TAITRA (Taiwan External Trade Development Council) IGCC (Indo German Chamber of Commerce) Indo Italian Chamber of Commerce China National Tourist Office (CNTO) SLCB (Sri Lanka Convention Bureau)
  25. 25. SWOT ANALYSIS- India STRENGTHS India has several associations/ federations/ chamber of commerce with key objective to participate/arrange visit to international exhibitions. Indian Govt. Support to encourage participation in exhibitions abroad (MDA & MAI)- Including shows in Thailand WEAKNESS Lack of detailed knowledge of major fairs of international repute- due to limited promotions by Thai Trade. Thailand is perceived as more of a tourist / incentive destination then for business.
  26. 26. OPPORTUNITIES Expanding market supported by large base of potential customers. Steady economic growth- ranging between 6-9% per annum plus liberalization and integration with the global economy. Increasing no. of International Institutions like (TCEB, Messe Dusseldorf, Cologne, Frankfurt, Myceb, STB) building awareness of international exhibitions. THREATS Competition – China, Germany, Singapore, Hong Kong etc promoting & offering better choice of international exhibitions. Sustained economic downturn causing long term setbacks to the Indian economy.
  27. 27. How to Increase Market Share Visitors Increased visibility of exhibitions coming up via Advertisements/ PR, e-mailers etc. Work with relevant Associations- Invite key person to attend the exhibition. Marketing Promotion Support for specific Travel Agents promoting Exhibitions. Presentations to relevant Trade Associations including those in secondary cities.
  28. 28. New Shows/ Show in Shows Increased promotions and visibility of major shows by Exhibition Organizers. Specially target major/ reputed companies to exhibit in Thailand Work with relevant associations to promote ‘show in shows’ – in addition to new exhibitions.
  29. 29. Indian Government Support to Exhibition Industry Market Development Assistance (MDA) Scheme In view of the prevailing macro economic situation and to facilitate, stimulate and diversify the country’s export Trade- the Marketing Development Assistance (MDA) Scheme is under operation through the Department of Commerce to support the following activities:- Assist exporters for export promotion activities abroad Assist Export Promotion Councils (EPCs) to undertake export promotion activities for their product(s) and commodities Assist Focus export promotion programmes in specific regions abroad like FOCUS (LAC), Focus (Africa), Focus (CIS) and Focus (ASEAN + 2) programmes.
  30. 30. Market Development Assistance (MDA) Scheme Sr. No Area/ Sector No. of Maximum Financial Visits Ceiling per Event 1 Focus LAC 1 Rs. 180,000 2 Focus Africa 1 Rs. 150,000 3 Focus CIS 1 Rs. 150,000 4 Focus ASEAN + 2 1 Rs. 150,000 5 General Areas 1 Rs. 80,000* TOTAL 5
  31. 31. Market Access Initiative Scheme(MAI) Market Access Initiatives (MAI) Scheme is an Export Promotion Scheme. The scheme is formulated on a focus product & focus country approach. It supports the following activities:- Market studies/survey- Assistance provided to Export Promotion Organizations/ Trade Promotion Organizations/ National Level Institutions/ Research Institutions/ Universities/ Laboratories, etc., for accessing new markets or increasing the share in existing markets.
  32. 32. Market Access Initiative Scheme(MAI) Level of Assistance- 65% of total approved expenditure. The following subcomponents would be covered: - Venue Cost/Publicity Cost/Cost of the Catalogues and Other materials/Translation and Interpreter Charges etc etc. - The level of assistance (depending on different criteria) range from Rs 10 million to Rs. 50 million.
  33. 33. 2009 Major Activities
  34. 34. Initiatives 2009 Dissemination of Exhibition Calendar to major clients across India including Associations and Travel Agents Identify & meet key Industrial/pocket areas. (example- Mohali (Punjab region). Generated leads for visitors too Intermach, Moldex and other fairs. Regular emailers to existing database of clients all over India. Sales Visit to major clients in Mumbai, Bangalore with Chennai, Punjab (Ludhiana, Jalandhar and Amritsar), Gujarat (Ahmedabad & Baroda). Quarterly Newsletter to our database of associations, travel agents & exhibition organizers.
  35. 35. Initiatives 2009 (cont) Enhanced Visibility of Thai exhibitions in brochures/ websites of Travel Agents promoting Exhibitions. (SOTC brochures featured VIV Asia fair), Orbitz, Rainbow Tours etc. Circulation of specific exhibition profiles to interested clients. Informatory folders of major exhibitions- including exhibitor profile, visitor profile, date, venue etc is being given to select data of clients. Roadshow for exhibition & trade show promotions in major cities in India. Regular updates to the media- including e-newsletters and press releases.
  36. 36. What Works – Examples Continuous communication to target audiences PR & marketing alliances ( media partners, press conference) Appointing representatives to sell space – exhibitors. India/ Company Pavilion in International show Presentations to relevant association members. Work closely with associations & Captains of industry. Endorsement from industry experts. Fam trips Hosted media programs. Example CommunicAsia in Singapore .
  37. 37. Thank You…
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