How to Capture International Markets : INDIA

7/29/2019 How to Capture International Markets : INDIA

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By Ms. Sheema Vohra

Representative - INDIA

How to Capture International Markets : INDIA


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Economic Outlook- Trade Details

Exhibition Industry

SWOT

How to increase market share

Govt support .

TCEB initiatives & activities in 2009.

What Works examples

Agenda


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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%;asper World Wealth Report by Merrill Lynch & Cap

Gemini

Economic Outlook


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Global economic meltdown has caused some concern and

impacted growth rates from 8.8% to 6.8% (forecasted)

International slowdown has slowed corporate investmentsand spending- Wait and watch attitude

However, Government continues major investment inpublic 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.

Economic Outlook (cont)


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20%25%

55%

0%

10%

20%

30%

40%

50%

60%

Agric

ulture

Indu

stria

l

Service

s

55% of Indias GDPcomes from services.

Citi Bank retains thepositive forecast forIndia at GDP growth of6.8% for 2009 and 5.5% for 2010.

Goldman Sachs is alsopositive and expectsthe economy to growbetween 6.5% and5.8% in 2009-2010.

Economic Outlook (cont)


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Parts & Accessories ofVehicles

Industrial Machinery

Electrical Machinery

& parts

Medicinal & Pharmaceutical

Products

Metal ores, Waste & ScrapChemicals (mainly organic)

Iron & Steel ProductsCopper & Articles thereof

Diamonds & JewelleryPrecious Stones

Trade details- Exports


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Metals and CommoditiesEssential oils & cosmetics

Organic Chemicals andPetroleum products

Semi Precious Stones

Natural RubberIron & Steel

Transport EquipmentsPlastic Material

MachineryElectronic GoodsTrade details Imports


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Automotive industry & its components

Transport and telecommunication network,

Science & Technology, including IT

Biotechnology and Pharmaceuticals

Energy including conventional energy and non- conventionalsources

Education & HRD; a network among institutions of higherlearning

Tourism

Food Processing

Source:http://www.thaiemb.org.in/thaibiz/Thai%20india%20business%20and%20economic%20relations/index.htm

Sectors for cooperation between India and Thailand


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Exhibition Industry


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Indian Companies are actively visiting exhibitions

abroad to keep themselves updated with latest knowhow.

Associations have budgets. Main objective is to

organize visitors delegation to international

exhibitions.

Associations normally combine their visits to exhibitionswith meetings with local business associations and sightvisits.

Visitors


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The number of Indian Companies participating in

International exhibitions are increasing everyyear.

However, reputable international trade shows arepreferred.

Due to economic/ corporate slowdown, this yearthere will be a decrease exhibitor participation ininternational exhibitions.

Exhibitors


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Budget not a constraint and length of stay determined byduration 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.

Profile Exhibition Visitors


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Priority by Cities

1st Delhi Visitor industry

Garment & Textile, IT & Electronics,

Telecom,

Exhibitor industry do

2nd Mumbai Visitor industry

Jewellery, Gems & Diamond, Food, Sea

Food, Plastic, Industrial Machinery, IT,

Telecom.


3rd Chennai Visitor industry Automotive, Rubber, Sea Food


4th Bangalore Visitor industryIT, Garment & Textile


5th Hyderabad Visitor industry IT


6th Pune Visitor industry Automotive , IT, Industrial Machinery


7th Jaipur Visitor industry Gems & JeweleryExhibitor industry do

8th Ludhiana Visitor industry Garment & Textile, & Auto Component


Industry Segments- City Priority


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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, MesseDsseldorf, Messe Munchen, DMG World Media,Expomedia, IIR ( UK), Penwell, HQ LinkSingapore, Dubai World Trade Centre etc.

Overview


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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)

Overview (cont)


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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-TravelIndustry Fairs)

Overview (cont)


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Delhi & NCR

Pragati Maidan Delhi - 76000 sqm.

NSIC Exhibition Centre Delhi -21,500 sqm

Habitat World - 10,123 SqmIndia Expo Centre , Greater Noida - 48,000 sqm

Mumbai

Bombay Exhibition Centre 40,000 sqmNehru Center 2,200 sqm

MMRDC( Bandra kurla Complex) 75,000 sqm

World Trade Centre 2,525 sqm

BangaloreBangalore International Exhibition Centre - 20000 sqm.

Chennai

Chennai Trade Centre 7,834 sqm

HyderabadHITEX Hyderabad 43,325 sqm

Major Exhibition Venues


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Fragmented Exhibition Market- Unorganized Sector

Major MNCs & 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.

Current Trends


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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

Major Sectors


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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)

Major Industry Players / Associations


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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 developmentAuthority , 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-IndianSmall Scale paint Assn.)



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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)



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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)

Major Travel Agents Promoting Shows


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Singapore Exhibition & Convention Bureau

MEHK (Meeting & Exhibitions Hong Kong)

TAITRA (Taiwan External Trade DevelopmentCouncil)

IGCC (Indo German Chamber of Commerce)

Indo Italian Chamber of Commerce

China National Tourist Office (CNTO)

SLCB (Sri Lanka Convention Bureau)

Competition


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WEAKNESS

Lack of detailed knowledge of major fairs of international repute- dueto limited promotions by Thai Trade.

Thailand is perceived as more of a tourist / incentive destination then

for business.

STRENGTHS

India has several associations/ federations/ chamber of commercewith key objective to participate/arrange visit to international

exhibitions.

Indian Govt. Support to encourage participation in exhibitions abroad

(MDA & MAI)- Including shows in Thailand

SWOT ANALYSIS- India


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THREATS

Competition China, Germany, Singapore, Hong Kong etcpromoting & offering better choice of international exhibitions.

Sustained economic downturn causing long term setbacks tothe Indian economy.

OPPORTUNITIES

Expanding market supported by large base of potentialcustomers.

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.


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How to Increase Market Share

Increased visibility of exhibitions coming up viaAdvertisements/ PR, e-mailers etc.

Work with relevant Associations- Invite key

person to attend the exhibition.

Marketing Promotion Support for specific TravelAgents promoting Exhibitions.

Presentations to relevant Trade Associationsincluding those in secondary cities.

Visitors


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Increased promotions and visibility of majorshows by Exhibition Organizers.

Specially target major/ reputed companies toexhibit in Thailand

Work with relevant associations to promoteshow in shows in addition to new exhibitions.

New Shows/ Show in Shows


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Indian Government Support to

Exhibition Industry

In view of the prevailing macro economic situation

and to facilitate, stimulate and diversify the countrys 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 exportpromotion activities for their product(s) and commodities

Assist Focus export promotion programmes in specific regionsabroad like FOCUS (LAC), Focus (Africa), Focus (CIS) and Focus(ASEAN + 2) programmes.

Market Development Assistance (MDA) Scheme


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5TOTAL

Rs. 80,000*1General Areas5

Rs. 150,0001Focus ASEAN + 24

Rs. 150,0001Focus CIS3

Rs. 150,0001Focus Africa2

Rs. 180,0001Focus LAC1

Maximum Financial

Ceiling per Event

No. of

Visits

Area/ SectorSr. No

Market Development Assistance (MDA) Scheme


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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.

Market Access Initiative Scheme(MAI)


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Level of Assistance- 65% of total approvedexpenditure. The following subcomponents wouldbe covered:

- Venue Cost/Publicity Cost/Cost of the Catalogues

and Other materials/Translation and InterpreterCharges etc etc.

- The level of assistance (depending on different

criteria) range from Rs 10 million to Rs. 50 million.

Market Access Initiative Scheme(MAI)


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2009 Major Activities


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Dissemination of Exhibition Calendar to major clientsacross India including Associations and Travel Agents

Identify & meet key Industrial/pocket areas. (example-Mohali (Punjab region). Generated leads for visitors tooIntermach, Moldex and other fairs.

Regular emailers to existing database of clients all overIndia.

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.

Initiatives 2009


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Enhanced Visibility of Thai exhibitions in brochures/websites of Travel Agents promoting Exhibitions. (SOTCbrochures featured VIV Asia fair), Orbitz, Rainbow Toursetc.

Circulation of specific exhibition profiles to interestedclients. Informatory folders of major exhibitions- includingexhibitor profile, visitor profile, date, venue etc is beinggiven to select data of clients.

Roadshow for exhibition & trade show promotions in majorcities in India.

Regular updates to the media- including e-newsletters and

press releases.

Initiatives 2009 (cont)


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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 .

What Works Examples


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Thank

You

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How to Capture International Markets : INDIA