MARKETING OF TRADE FAIR FOR CONSUMER DURABLES TO CORPORATES HOUSES

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‘MARKETING OF TRADE FAIR FOR CONSUMER
DURABLES TO CORPORATES HOUSES’
BUSINESS MARKETING
Submitted By: Course Facilitator:
Section AB1 Prof. Rajeev Kamble
Abhinav Kohale 2013004
Akannsha Baiwar 2013014
Aneesh Aswal 2013028
Aneesh Porwal 2013029
Animesh Bajpai 2013032
Aparajita Tewari 2013051
Bharat Mehra 2013074
2013-15

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Index
1. Introduction ……………………………………………………………………… 4
2. Market research ………………………………………………… 6
3. Segmentation ………………………………………………………… 7
4. Communication Strategies ……………………………………….. 7
5. Promotion ………………………………………………………… 8
6. Exhibition Floor Plan and Space Selection ……………………… 10

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India’s Largest Consumer Durable Trade Fair
101th
National Trade Fair
Bringing Together Buyers and Sellers
30th November – 2nd December, 2014
10am – 5pm
Keynote by:
Shri Nitin Gadkari
Chief Patron, Consumer Durables,
Government of India (GOI)
“Consumer Durables are now occupying center stage in the political economy of nations and in global interactions. In
this trade fair, the best of innovations & technologies in the Consumer Durable sector are showcased for value addition
and enhancing productivity. Through intensive workshops & exhibition, trade fair has proved to be a great learning
experience for the farming community. it is one such genuine initiative, which provides an integrative framework and
a platform for all the stake holders consisting of retailers, government, NGOs, scientists, industry to come under
single umbrella for deliberating, debating and conducting business in a professional manner for the all-round
growth of durables.”

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Introduction
Trade Show
A trade shows take place in a convention center or large ballroom and feature participants from every area of the industry
involved.
 It provides a focus that mirrors selected markets
 Guarantees and enhance transparency
 Promotes an in-depth exchange of info
Trade fair helps in generating awareness regarding the product in customers which ultimately helps in sales.
Exhibitors Profile
 White Goods: Refrigerators, Washing Machines, Air-conditioners, Speakers and Audio Equipments
 Kitchen Applicances/Brown Goods: Mixers, Grinders, Microwave Ovens, Iron, Electric Fans, Cooking Range,
Chimneys
 Consumer Electronics: Mobile Phones, Televisions, MP3 Players, DVD Players, VCD Player
Visitors Profile
Urban population, Rural population, Government Officials and agencies, Wholesalers and Retailers, Industrial Officials,
Students & Academia.
Key Consumer durables (Share by Volume)
Television sets 30%
Refrigerators 18%
Air-conditioners 13%
Washing Machines 5%
Corporate Houses
Bharat Electronics Ltd., Blue Star, Godrej India, Hitachi India Limited, Precision Electronics Ltd., Philips, Samsung,
Sony, TVS Electronics Ltd., Toshiba India Private Limited, Videocon, Voltas, Whirlpool.
Highlights of the previous Trade Fair
 Central India’s Largest Consumer Durables Trade Fair
 Over 200 Exhibitors
 Visited by over 4 lakhs consumers
 Visited by over 250 businesses
 Spread over 12,000 Sq.mts
 30 interactive Workshops conducted by 60 Experts

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About BizWorld
BizWorld Pvt. Ltd. is a reputed name in the world of events, conferences, expos and trade shows.
Headquartered in Mumbai, India we are have a global reach.
Having organised around 100+ shows, we have a dedicated workforce who are committed to delivering a
world-class experience through collaboration and teamwork. Our employees are trained and renowned for
providing world-class service.
BizWorld helps in world trade by making a remarkable contribution through having modern, state-of-art
exhibit designs such as portable displays, modular inland exhibits, custom inland exhibits which helps to
transform your brand into a larger-than-life event for the attendees and staff having all those elements like
creative architecture, bold graphics and interactive features making it a worthwhile event.
We as an organizer also are very flexible where the local dealers don’t just tailor solutions based on your
specific needs and objectives but may also work with the internal design team or the agency you may be
working with.
We here at BizWorld believe in the culture of innovation and having one-of-a-kind products and designs which
is reflected in the 80 product and design patents that we have. BizWorld provides the customers with a rental
catalogue too which is a virtual selection space for the exhibit design.
Apart from all this, we have a worldwide network of services and that too encompassing almost the whole
process of participating in the trade show right from exhibit and graphic design to installation to even asset
management.
Having a global network of around 200+ dealers across the world our customers would have support wherever
they exhibit.
In addition to that we have multiple product design awards, awards for innovation to our credit.
With our contribution to help improve trade and trade ties, our commitment to innovation and our services we
help to create a truly memorable experience for our customers and ensure that we are their preferred choice
anytime, anywhere.
Objectives
 Brand building for our customer
 Creating a memorable experience for the customers, attendees and the staff.
 To help our customers exhibit easily and efficiently
 To be a preferred choice of our customers and prospects through pursuing and maintaining our passion for
innovation.

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Market Research Process
To prepare for a trade show we need to gather a lot of data and analyze it to gather some valuable information.
To gather data we first have to collect the data from both perspective, when the companies are coming to put
up their product setup in the trade fair and when individuals and business houses are visiting the trade fair.
Since this trade fair is being conducted in central India, we are expecting here visitors mostly form these areas
only. For this purpose we have to find out these information,
 From previous trade fair data we have to find out what is the approximate number visitors we are expecting
with respect to each setup site
 Which are the sites we can attract most traffic
 Which all are the most convenient location for setting up trade fair
 Impact of past trade fair on sales of company
 Which all are the hot products in the past trade fair
 Conversion rate of all the past trade fair with respect to all location
 Area corresponding to each location
 Which area is most attractive
 Which consumer durable product visitors mostly look for
 Buying power of visitors at the trade fair
 Per capita spending at the trade fair
We have to contact many top consumer durable companies for the trade fair, for that purpose we have to build
a database and need to gather following information,
 List of all consumer durable companies operating in India
 Financial strength of each company
 Product portfolio of each company
 Market share of a company product wise
 Dealers of these companies in central India region
 Amount they have invested in past trade fairs
 Response from past trade fair
 Affect in their sales from past trade pattern
Most of the data will be our secondary data from our past trade fair and rest of the data we have collected from
online sources and databases.
Convenient site for trade fair:
 Nagpur Region: Reshimbagh Ground, Kastur Chand Park.
 Bhopal Region: Bittan Market Ground, BHEL Dushera Maidan, TT Nagar Dushera Maidan.
 Raipur Region: Pandit Ravi Shankar University Ground.

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Most attractive consumer durable category (Top 10):
Television, Refrigerator, Washing Machine, Microwave Oven, Home Theater, Vacuum Pump, Juicer-Mixer-
Grinder, Air Conditioner, Laptops, Fans
Segmentation
We will be targeting metropolitan cities where firms from consumer durables are located so that they can come
in Nagpur to set up their exhibition to create awareness and importance about their products like AC’s,
Refrigerators, Washing Machines and many others. We have the databases of the firms located across Pan
India. Based on the convenience and suitability we will call them to have a display of their products in our
exhibition.
Targeting those firms whose brands are known in the market but not being tapped. Through demonstrations, contests
and workshops in our exhibition, we will help them establish the image and loyalty of customers towards their brand
also such firms will participate in our future events. Based on the response, we would be conducting Trade Fairs in
future in cities like Mumbai, Delhi, Bangalore. To fill the gap in tier 2 cities like Nagpur, we will target those firms who
have successfully executed their strategy to place their products in the minds of customers by giving demos and excellent
sales support. BizWorld will provide superb platform to have interaction between consumer durable companies and the
customers.
Communication Strategies
Do we have a contact database?
Typically this database contains thousands of potential customers and contacts – but at best a very small
percentage of that database will actually attend the show you are attending. So, how do you get the majority
of the contact database to attend your show?
Where are our customers at an exhibition?
If you don’t know the answer, you are already missing out big time. I have proven to increase sales leads by
75% showing clients where their customers are hiding at events.
Pre-Show Communications with First Timers
Advertise in pre-show publications (Both print and electronic)
We are publishing special issues of the company’s trade journals. It will include all the important sales features
of the exhibit, where it is located, list of companies to be invited to set up booths.
Using Internet
Using internet, we come-up with the directories containing the names of major corporates in the consumer
durable sector. We will promote our exhibition initially over the phone (cold calling). Additionally, we will
provide direct links of the company’s website to let the corporates know the details of the exhibition.

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Using internet, we are also designing “Banner”, “Web Logs (blogs)”.
Pre-Show Communications with Long Timers
Direct Mail
Personalized direct mail will be sent, which is a highly effective motivator. At least three mails are to be sent
in a day. The buyer’s perception of our company’s presence will increase positively with each mailing we will
send.
Specialty Items
Give-aways, or specialty items, creatively used in conjunction with direct mail are also quite effective. We
will send one half of the specialty item to the previous visitors and invite them to pick up the other half during
their visit to the exhibition.
Advertising
Telemarketing to key prospects and opinion makers. This personal contact will make a very positive impact.
More approaches which can be followed:
 Advertisement on Web sites
 Print advertising in show publications
 Industry journals
 Local and Regional edition newspapers
 Outdoor Billboards
Newsletters
Either printed or electronic, newsletters are another effective way to promote participation in an exhibition. It
should be easy to read and filled with valuable information targeting the current customers and prospects. It
can be in several languages, according to the visitor profile, yet focused on techniques to increase profitability.
A newsletter permits you to position your company as an expert in your industry sector. It is more effective
when sent before the event and post-show, as a final promotion, of what was achieved.
Promotion strategy
Different tools used for the promotion of Trade Fair:
Effective Strategies for Trade Show Marketing
Pre-Show Promotion
 Media Advertising
 Press Release
 Industry Related Publications

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 Website Development
 Personal Invitations
 Direct Mail
 Telemarketing
 Social Networking: LinkedIn, Tweeter, Facebook
 Personal Invitations
Media Advertising
This includes advertising in Newspapers, Magazines, Radio. This will create awareness of our trade fair and put our
message across.
Press Release
We are planning a press release, keeping in view the proper format.
Industry Related Publications
We are promoting our show in trade or industry related publications. As ours is a consumer durable category, we are
publishing the consumer durables related publications.
AT-SHOW PROMOTIONS
 Billboards
 Airport Advertising
 Show Directory Advertising
 Sponsorships
 Local TV opportunities
 Press Kits

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Advantages and disadvantages of each tool
Promotion Advantage Disadvantage Objectives
Before the Show
Press Advertisement Wide reach, credible
voice
Expensive, Less control
over type of exposure
Brand awareness
Direct Mail Targeted Reach List availability Image awareness, Generate
leads, Product introduction,
Pre-schedule appointments
Telemarketing Direct contact/direct
feedback
Expensive and time-
consuming
Generate leads, Pre-schedule
appointments, Sales
At the Show
Billboards Wide reach Limited locations Image awareness, Product
introduction
Airport ads Early exposure Limited time for exposure Image awareness, Product
introduction
Press
Briefings/Interviews
Inexpensive press
coverage, Exposure
through a credible source
Little control, Requires
additional staff to handle
the press
Image awareness, Product
introduction, Press coverage
Show Directory Ads Outer covers provide
good exposure, Selective
reach
Limited availability,
Costly
Image awareness, Generate
leads, Product introduction,
Sales
Exhibition Floor Plan
Space selection and Exhibition tariff
Giving space-picking priority to the exhibitors who have been with us the longest.
There is more than one entry to the exhibition hall.
We have decided a pricing strategy for different locations in the exhibition.
If the Corporate Houses want to be near:
 the front of the hall
 the middle of the hall
 the back of the hall

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 For the exhibition to be at the right side of the hall
 For the exhibition to be at the left side of the hall
If corporates require extra necessities:
 Restaurant
 Telephones
 Rest rooms
 Meeting rooms
SPACE SELECTION
Things required to fulfil the demand of corporate houses:
 What is the typical traffic pattern?
 Is there more than one entry to the exhibition hall?
 Do the corporate houses want to be near the front of the hall? In the middle? Or at the back?
 Do they want to be on the right side or left side of the hall?
 Do they require near necessities — restaurant, telephones, rest rooms?
 Any meeting rooms required by corporates?
 What kind of lighting is available in the hall — where are the windows, if any?
 What kind of space do corporates need? Inline, peninsula, island, cross aisle?
Sponsorship Opportunities
Sponsorship Options Amount
Event Sponsorship
Event Sponsor 30,00,000
Event Co-Sponsor 20,00,000
Exhibition
Exhibition Platinum Sponsor 15,00,000
Exhibition Diamond Sponsor 10,00,000
Exhibition Gold Sponsor 7,00,000
Exhibition Silver Sponsor 5,00,000
Workshop
Lead Workshop Sponsor 15,00,000
Workshop Co-Session 10,00,000
Workshop Session Sponsor 3,00,000

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Conference
Conference Host 15,00,000
Conference Co-Host 10,00,000
Conference Session Sponsor 5,00,000
Partners
State Partner 15,00,000
Co-State Partner 10,00,000
We will be charging Rs.5000 per square meter + service tax (12.36%) to the companies who will be setting up
their stalls in our exhibition.
Value Proposition: The corporates will gain by participating in the trade fair
 We are a well-known reputed and a well name in the world of events, conferences, expos and trade shows.
 Have an experience of organizing more than 100 trade shows.
 Have a dedicated workforce which is committed to deliver world class experience and are also know for
providing world class service.
 More flexible as we not only cater to the specific needs and objectives but also work with the internal
design of the team that our clients have been working with.
 We help In world trade by providing modern state of art exhibitions such as portable displays, modular as
well as custom made inlands exhibits that helps to transform the brand into larger than life event by
providing with creative architecture, bold graphics and interactive features and making the event a
worthwhile event
 Have a worldwide network of services which encompasses almost the whole process right from the
participation in the trade show from the exhibit and graphic design to installation and to event management
also.
 Have a strong Global network of more than 200 dealers across the globe.
 Have won multiple awards for product design and also awards for innovation.