Transcript of "Ingredientes naturales en las ferias internacionales fortalezas y debilidades"
Natural Ingredients Trade Fairs: a SWOT analysis Bogota, Colombia September 2012 Joost Pierrot & Christophe Landuyt
The European Trade fair landscape Types of trade fairs Sources of information Selecting the right trade show Company related criteria Show related criteria Exercise
Trade fairs inEurope Types of trade fairs Range (broad - specialised Reach (horizontal - vertical) National - international Product oriented - knowledge oriented The internet Google / Yahoo Industry specific portals Exhibitions portals
Trade fairs inEurope Sources of information Industry peers Industry federations (Potential) customers The internet Google / Yahoo Industry specific portals www.foodnavigator.com www.food-ingredients.com Exhibitions portals www.auma.de www.tradeshows.alibaba.com www.biztradeshows.com www.tradeshowalerts.com
Selecting the rightshow Company related criteria: Hunger for new markets Need to deepen existing markets Budgeted operation Tradition of trade show participations Margin for increased demand
Selecting the rightshow Show related criteria: Distribution ≈ catchment area Fitting in marketing strategy Easily accessible for target groups Suitable period for target groups Reputation and image of show
Selecting the rightshow Alternatives Hi Ni Europe, Appropriate trade fair SIAL, PARIS ANUGA, KOELN Event XYZ FRANKFURT Weight Points Product Points Product Points Product Points Product w p wxp p wxp p wxp p wxp Criteria i Target group Significance for market Quota of trade Booth costs Accessibility Frequency Total 100