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Certificate

This is to certify that Latika Dewani has successfully completed hersummer training project with us from 10/6/2012-31/7/2012 The title of theproject is Role of trade fairs in trade promotion.

Authorized signatory

(Name & designation)

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ACKNOWLEDGEMENT

In preparing this training report, I am deeply indebted to various persons. I take it asoccasion of pride to express my deep sense of gratitude to all those who had been theguiding spirits for me in this projects.

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PREFACE

Training constitutes an integral part of the management education

program. To manage complex and sophisticated organisation intherapidly changing environment, a manager is supposed to have anup-to-date knowledge of latest management tecniques. Practicalknowledge is of utmost importance along with theoreticalknowledge because classroom teaching can help in building astrong fundamental knowledge, which is the basis of practicalhappenings, but its actual practical applications unless executed,

will never help in understanding the theoretical concepts, well andclear enough, so as to handle practical problems coming in future.

In order to achieve practical, positive and concrete results, theclassroom learning needs to be effectively wedded to the realitiesof the situation existing outside the classroom so as to developcomplete managerial and administrative skills in potentialmanagers.

Hence, as an obligatory part of my BBA, I underwent 6 weekssummer training in Promotional strategies of ITPO in India, IndiaTrade Promotion organisation (ITPO), New Delhi, a leadingGovernment organisation responsible for managing andpromoting trade both at home soil and overseas.

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OBJECTIVE OF THE STUDY

1. To obtain and analyze the various trade promotionstrategies of India Trade Promotion Organisation (ITPO).

2. To evaluate the outcome of these tools.

3. To analyze Indias image building in both domestic andinternational trade fairs.

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INTRODUCTION

PROFILE

ROLE OF ITPO OFFICES

OBJECTIVES OF ITPO

MAJOR ACTIVITIES OF ITPO

EXHIBITON IN INDIA

EXHIBITION OVERSEAS

STRUCTURE OF ITPO

PRAGATI MAIDAN

COMPANY PROFILE

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India Trade Promotion Organisation (ITPO) is the nodal agency of theGovernment of India for promoting the country's external trade. ITPO,during its existence of nearly three decades, in the form of Trade

Fair Authority of India and Trade Development Authority, has playeda proactive role in catalyzing trade, investment and technologytransfer processes. Its promotional tools include organizing of fairsand exhibitions in India and abroad, Buyer-Seller Meets, ContactPromotion Programmes, Product Promotion Programmes, Promotionthrough Overseas Department Stores, Market Surveys and InformationDissemination.

CORPORATE INFORMATION -A PROFILE

ITPO provides a wide spectrum of services to trade and industry andacts as a catalyst for growth of India's trade. As the nodal agencyof the Government, ITPO approves holding of international trade fairsin India and regulates holding of various expositions in India primarilyto avoid any duplication of efforts while ensuring proper timing. Itmanages India's world class exhibition complex, which is constantlyupgraded to keep it in a high standard of readiness.

Spread over 123 acres of prime land in the heart of India's capital,New Delhi, Pragati Maidan offers 61,290 sq.mtrs. of coveredexhibition space in 16 halls, besides 15,000 sq.mtrs. of open displayarea. The state-of-the-art exhibition halls have enhanced the appeal ofPragati Maidan as the ideal business center for an increasing numberof fair organisers and business visitors from different parts of theworld.

ROLE OF ITPO OFFICES

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REGIONAL OFFICES

India Trade Promotion Organisation's Regional Offices at Bangalore,Chennai, Kolkata, and Mumbai, through their respective profile ofactivities, ensure a well-attenuated trade promotion drive throughoutthe country.

Significantly, ITPO has successfully completed setting up of a modernexhibition facility outside Delhi following the commissioning of thestate-of-the-art Chennai Trade Center. Managed by Tamil Nadu TradePromotion Organisation (TNTPO), a subsidiary of ITPO jointly set up

with the Tamil Nadu Industrial development Corporation (TIDCO), theCTC addresses a long-felt need for a permanent and modernexhibition venue in the state which has emerged as a hub of trade-related activities. Fittingly, the Center opened its innings with the IndiaInternational Leather Fair, one of the most Prestigious events inITPO's annual calendar and probably the biggest show of its kind inthe continent.

A similar joint initiative of ITPO and the Karnataka State IndustrialDevelopment Board has also completed a regional exhibition complex

at Bangalore.

Annexure : List of ITPO offices in India

OBJECTIVES

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Missions

To strive to be the pre-eminent trade promotion organisation of India

and as such to promote, facilitate, encourage and coordinate variousactivities and programmes which would enhance India's share ininternational trade and contribute in maximizing the country's foreignexchange earnings through the instrument of trade in goods andservices.

Corporate Objectives of ITPO are:

1. To organize participation in International trade fairs &exclusive Indian trade related exhibitions abroad.

2. To organize international & national trade fairs in India.

3. To organize trade development and promotion through Specializedprogrammes such as Buer-Seller Meets, Contact PromotionProgrammes, visits of Business Delegations etc.

4. To encourage and involve small and medium scale enterprises inexport promotion efforts.

5. To provide trade promotion and trade fair related informationservices on modern lines.

6. To conduct in-house and need based research on tradeand export promotion.

7. To disseminate trade information.

In furtherance of the above, the strategy during the year wouldspecifically focus on the following:

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1. To create modern infrastructure for dissemination ofTrade information.

2. To focus on human resource development for developingProfessional skills.

3. To develop tools for system improvement to enableITPO become a premier trade promotion organization.

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MAJOR ACTIVITIES AND SERVICES OF ITPO

Managing the extensive trade fair complex, Pragati

Maidan in the heart of Delhi. Organising various trade fairs and exhibitions at its

exhibition complex in Pragati Maidan and other centersin India.

Facilitating the use of Pragati Maidan for holding oftrade fairs and exhibitions by other fair organizers bothfrom India and abroad.

Timely and efficient services to overseas buyers.

Establishing durable contacts between Indian suppliersand overseas buyers.

Organising Buyer-Seller Meets and other exclusive Indiashows with a view to bringing buyers and sellers together.

Participating in overseas trade fairs and exhibitions.

Organising seminars/conferences/workshops on trade-related Subjects.

Encouraging small and medium scale units in exportpromotion efforts.

Conducting in-house and need-based research on tradeand export promotion.

Enlisting the involvement and support of the StateGovernments in India for promotion of India's foreigntrade.

Trade information services through electronic accessibility atBusiness Information Centre.

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Exhibitions in India

ITPO's exhibitions at New Delhi and in other parts of the countryeffectively mirror the latest developments in various sectors of

industry and cater to both export and import requirements. Theevents that have, over the years, developed an institutionalizedcharacter include International Security Exhibition, Aahar (Food Expo),Delhi International Leather Fair, Tex-Styles India, the India InternationalTrade Fair, Nakshtra, Delhi Book Fair at Pragati Maidan, the IndiaInternational Leather Fair (at Chennai) and International LeatherGoods Fair (at Calcutta). These exhibitions enjoy tremendous industrysupport, both from the point of view of participation and visitorturnout from India and abroad. ITPO's magnum opus, the India

International Trade Fair continued to be a major business attraction.

Exhibitions Overseas

ITPO has a major programme of organising participation by Indiancompanies in over 35 international fairs in various parts of the world.These fairs offer exporters a platform to promote merchandise rangingfrom textiles and garments, leather goods, handlooms and handicrafts

to engineering goods, hardware, hand and machine tools, electronicand computer items. Over the years, ITPO has regularly taken Indianproducts, technologies and services to more than 100 cities indifferent parts of the world.

The identification and selection of overseas fairs is based on theopportunities that these exhibitions offer to Indian exporters. ITPOextends a variety of facilities to participants including marketinformation, publicity and visitor promotion, design and display inputs,

freight handling and clearing and insurance of cargo.

ITPO Logo History

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India Trade Promotion Organisation (ITPO) harks back to India'sgolden past while aspiring for a promising future. The ITPO emblemhas been derived from an inscription on a gold coin belonging to theera of the ancient ruler, Samundragupta (circa 330-380 A.D.)symbolizing the zenith achieved in external trade. The vertical andhorizontal strokes in the symbol represent life and prosperity. ITPO is,today, committed to continue the trend and recapture the excellenceachieved by our forebears in the areas of trade and commerce.

STRUCTURE OF THE ITPO:

TRADE PROMOTION DIVISION

~ Domestic Fairs Department~ Marketing Department~ Foreign Fairs Department~ Information & Computer Department~ Publicity & Public Relations Department

ADMINSTRATION, PERSONNEL & COMPANY AFFAIRS DIVISION

FINANCE AND ACCOUNTS DIVISION

ENGINEERING & TECHNICAL SERVICES DIVISION~ Engineering Department~ Architectural Department~ Design & Display department

PROTOCOL AND CULTURAL AFFAIRS DIVISIONSECURITY DIVISION

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TRADE PROMOTION DIVISION

DOMESTIC FAIRS DEPARTMENT (DFD)

The Domestic Fairs Department (DFD) organizes all the ITPO'sinternational and national Fairs in Pragati Maidan in New Delhi andITPO's specialized Leather fairs in other parts of India.

MARKETING DEPARTMENT

The Marketing Department manages all matters related to the

marketing of ITPO's permanent exhibition complex, Pragati Maidan inNew Delhi to outside organizers of international and national fairs. Itis also responsible for clearing of the holding of international fairs byoutside organizers anywhere in India.

FOREIGN FAIRS DEPARTMENT (FFD)

The Foreign fairs Department provides comprehensive services for

export promotion through the organization of exclusive Indian TradeExhibitions and the coordination of India's participation in internationaltrade fairs abroad.

INFORMATION & COMPUTER DEPARTMENT

This Department, comprising a Trade Information Centre, aDocumentation Centre and a computer cell renders trade informationservices to the trading community in general and Associate/regularmember in particular. The Department also provides information

support to other departments of ITPO for implementing developmentactivities.

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PRAGATI MAIDAN: THE EXHIBITION COMPLEX

Pragati Maidan, headquarters of the India Trade PromotionOrganisation, located in the heart of New Delhi, is more than justthe premier exhibition complex of India.

True to the meaning of its name, Pragati Maidan stands fordevelopment and progress through trade. ITPO manages India's onlyworld-class exhibition complex, which is being renovated, modernisedand upgraded from time to time to keep it in a high standard offair-worthiness. Spread over 123 acres of prime land in the veryheart of India's capital and bustling megapolis, New Delhi, PragatiMaidan offers 62650 sq. meters of covered exhibition space in 16halls besides 15,000 sq. meters of open display area. New halls have

been added recently.

These state-of-the-art exhibition halls have enhanced the appeal ofPragati Maidan as an ideal business proposition for an increasingnumber of fair organizers and business visitors from different parts ofthe world. In general, Pragati Maidan offers the kind of ambience thatis conducive to an increasing variety of exhibitions featuring giganticmachinery and equipment to delicate exhibits like watches and

jewellery having handle-with-care tags besides a whole range ofprecision engineering products. Every year as many as 80-100exhibitions are organized at Pragati Maidan by ITPO and otheragencies.

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RESEARCH METHODOLOGY

RESEARCH FRAMEWORK

DATA COLLECTION METHODS

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RESEARCH FRAMEWORK

The study I have done is the In-depth Analysis of INDIA TRADEPROMOTION ORGANISATION, as the nodal agency of government. Thetype of research method used in making the project report is Exploratory.This method is chosen because it emphasizes on discovery of ideas andinsights. It makes the analyst completely familiar with the problem. Itformulates a problem for more precise investigation or developinghypotheses.

Exploratory research seeks to discover new relationships. The research isundertaken to develop some specific hypothesis relative to possibleactions.

Hypotheses are tentative answers to questions that serve as guidelines formost research projects. They are derived from previous studies or drawnfrom new ideas. Exploratory research is therefore undertaken to developsome specific hypotheses to possible answers.

This type of research can be implemented in the following three ways:

Study of secondary data

Survey of knowledgeable persons- questionnaires

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METHODS USED UNDER THE STUDY

1. STUDY OF SECONDARY DATA

The quickest and the most economical way for researchers to findpossible hypotheses is to take advantage of the work of others andutilize their own earlier efforts. These sources are often maintained incompany libraries public libraries, newspapers and governmentdocuments. Here a researchers can scan a large volume of publishedand even unpublished data in a relatively short period of time.

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FINDINGS AND ANALYSIS

TYPES OF FAIRS

DOMESTIC FAIRS

INTERNATIONAL FAIRS

OTHERS

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FAIRS

DOMESTIC

FAIRS

INTERNATIONAL

FAIRS

PRODUCT

SPECIFIC THIRD PARTY

FAIRS

PRODUCT

SPECIFIC

COUNTRY

SPECIFIC

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FAIRS:

The fair is an index of Indias manifold exploits, which is depicted ina range of quality products and technologies displayed at the PragatiMaidan. The Fair has brought India closer to other countries inestablishing closer contacts between the trading communities,Governmental organizations and premier institutions. Various kinds ofindustries take part in fair in an effort to boost their sales &promotions.

DOMESTIC FAIRS: These include those fairs, which are organized byITPO in India. These fairs provides opportunity to both Indian andoverseas exhibitors to participate and increase their sales &

promotions.

These fairs can be categorized into two categories:

1. Product specific fairs (Aahar, Delhi Book Fair, Leather Fairs)2. General Fairs (IITF)

THIRD PARTY FAIRS: These are those fairs, which are organized bythird party i.e. Other Agencies at Pragati Maidan.ITPO sells their space to other agencies and let them organize theirevents in Pragati Maidan. ITPO provides many services to outsideorganizers as per their requirements.

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For example.INFRA-EDUCA FAIR organised by Friendz Events & Promotions Pvt.Ltd.or

INDIA INTL. GARMENT FAIR- organized by Apparel Export Promotioncouncil.

INTERNATIONAL FAIRS These are those fairs which are organizedby ITPO Abroad. ITPO helps the Indian exporters to participate inoverseas fairs/exhibition in various parts of the world. These eventsor fairs offer ideal for a to exporters of merchandise, ranging fromtextiles and garments, leather goods, handlooms and handicrafts toengineering goods, hardware, hand and machine tools, electronic and

computer items to reinforce their access to global markets.

These fairs can be categorized into two-1. Product specific2. Country specific

PRODUCT SPECIFIC FAIRS are those fairs, which are organized byITPO, show a broad range of a one product, in various countries.

For example:AAPEX 2003, LAS VEGAS (USA): Auto PartsIMPORT SHOP, BERLIN (GERMANY): Apparels and accessories

COUNTRY SPECIFIC FAIRS are those fairs, which are organized byITPO, show a various products of a particular country.

For example:BAGHDAD INTL.FAIR, BAGHDAD (IRAQ)INDIAN TRADE EXHIBITION, KUALA LUMPUR (MALAYSIA)

OTHER FAIRS:

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GENERAL FAIRS- These fairs includes attraction for the tradersand consumers both. In these fairs very often various countriesparticipate and show a very broad range of goods and culturaldisplays.

CONSUMER FAIRS- These fairs are like ideal home exhibitionin England induces consumer to visit.

MAJOR TRADE FAIRS- These fairs are highly specialized fairssuch as in England, IEA- the instrument, electronics andautomation exhibition.

MINOR TRADE FAIRS- These fairs are like Toy fair in England

or Baby fair or men and Boys exhibition etc. They attract mostlyretailers.

SOLO EXHIBITIONS- This would be an exhibition where acountry takes a theme and groups together a number of peoplein that particular field and runs an exhibition under its ownsteam. It takes an exhibition hall or a hotel room and promotesthe show as its own national.

SINGLE-CO EXHIBITIONS- These are those fairs where acompany whether on its own or government sponsored, takesan exhibition and shows its goods to the people it wants to sellto, whether they are the consumers or are from trade orindustry.

Annexure : List of events organized by ITPO in IndiaList of events organized by other agencies in Pragati

maidan

List of events organised by ITPO overseas

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PROMOTION STRATEGIES OF ITPO

EXHIBITOR PROMOTION

VISITOR PROMOTION

PRESS RELATION

FAIR CATALOUGE

CONFERENCES AND SEMINARS

INAUGURAL DAY PROTOCOL

PROMOTIONAL STRATEGIES

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Promotion has a very little meaning in marketing. It is used tocommunicate information about goods and services to target marketcustomers facilitating the exchange process. It refers to the things like

coupons, in store games and other techniques to push sales.

Promotion plays an important role in informing, educating, persuadingand reminding customer. The role of promotion is very important inservices. It is given more importance because of high degree ofintangibility. Promotion is used as there is no physical product orpackaging to attract the attention of the potential customers.

Promotion is used as tool of communication informing customersabout services to target market. It facilitates the exchange process.

Effective communications are needed to inform customers about theirrole in the service delivery process.

Promotion is playing a major role in service marketing today.

Regarding promotional strategies of ITPO, they basically promotetrade in India and overseas through trade fairs. ITPO uses variouspromotional tools such as advertising, personal selling, publicity, directmarketing and sales promotion, in promoting trade through trade fairs

in India. ITPO organize various fairs in Pragati maidan and in otherparts of the country. ITPO give advertisement about the fairs beingorganised by them in the daily newspapers and magazines. ITPOprovides information related to the current trend in the market tovarious exporters, importers or traders and also helps the Indianexporters to participate in overseas fairs.

ITPO is basically a service organization so they do not have anyproduct to sell to their customers. They just sell their space (Pragatimaidan halls) to the other agencies to organize their fairs and

provide various facilities according to their requirement.Trade fair provide a common platform that bridges the gap betweenthe buyers and sellers. ITPO organize various fairs and undertakevarious promotional activities in relation to these fairs.ITPO charges very nominal fee from exhibitors to participate invarious fairs organized by them.

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EXHIBITOR PROMOTION:

Like most of the commodities or services, a fair has to be sold. Thefair authority has to determine a strategy for attracting exhibitors anda reasonable pricing policy for space and facilities.

The project director is responsible for identifying the audience profileand established its buying power. Only when these are known he isable to match the exhibitors to the profile. This information is his chiefinstrument in persuading potential exhibitors to participate. Marketingstrategies and advertisement and public relation campaigns have tobe carefully carried out. Planning must begin at least one year

before the event is scheduled to be held and great efforts must bedirected towards discovering new trends and, most important, towardspredicting what the situation will be like in the next years time.

Once the research has been completed and the results analyzed anoverall marketing campaign must be devised. It is at this point oftime that the fair authority plans its advertising campaign and makesthe first announcements about the event. List of potential exhibitorsare carefully drawn up.

Direct contact between the fair authority and potential exhibitors playan important part in attracting participants, but they are, of necessity,limited to a restricted no of prospects. The approach to other,carefully chosen target group is through direct mail.

A direct-mail programme can necessitate the posting of thousands ofletters, multilingual leaflets, invitation tickets and postage-paid replycards. It covers individuals industrialists, chambers of commerce,professional bodies, trade commissions and associations andinformation offices.

The letter or leaflet, which is prepared by the publicity department,should include the following information:

o Name, type and purpose of fairo Venue and dateso Name of organizers and their experience in conducting fairs

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o Why it is in the prospective exhibitors interest to participateo Area and layout of fair center; utilitieso Cost of space and specific nature of equipment and services

includedo Promotional support offered, including advertisingo Insurance coverage neededo Special concession offeredo Conference room facilitieso Press coverage expectedo Closing date for receipt of applications for space

When the fair is a recurring event, facts and figures on previousperformance should be included: number of exhibitors and visitors,area rented and overall results. On the basis of this information, many

firms will decide whether or not to buy space.In addition to this list and detail of foreign firms expected toparticipate and the possibilities of constructive discussions with theirrepresentatives should be given. The contract between the fairauthority and the exhibitor must be easy to understand, especiallyfrom participants abroad.

Successful exhibiting: It is important that the fair authority developsand maintains a good working relationship with the exhibitors.Successful exhibition requires successful exhibitors.The fair authority can also promote the interest of exhibitors byorganizing luncheons, receptions, cocktail parties and other form ofhospitality at which they can meet other exhibitors, visitingindustrialists and buyers, government officials and the press.

Finally, it is sound practice on the part of the authority to inviteexhibitors to participate in subsequent fairs and to ask for theirspace requirements before the close of the event in progress.

VISITOR PROMOTION:

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Visitor promotion is most important aspect of the fair promotion. If thefair authority fails to provide the audience, which the exhibitorexpects, the event will fail to achieve its objectives. The departmentsresponsible for visitor promotion must be therefore identify veryaccurately its audience and make sure that it attends.

The printed invitations are distributed to the committed exhibitors whoin turn send them to prospective customers, clients and others whomthey would like to have visit their stand. It should also concentrate onpromoting group attendance.

Missions composed of foreign buyers are of particular importance to acountry like India developing its export potential. The representative

bodies of importers, users of domestic produce and manufacturers areinformed of the event and encouraged to attend.

When a fair is open to general public and tickets are being offeredon sale basis, extensive advertising is necessary. Advertisements aregiven in daily press for some time before the event and eye-catchingposters and banners displayed in prominent places. Students andschool children are encouraged to visit the fairs.Inaugural advertisement will be given in three-newspaper and visitorpromotion advertisement in four newspapers. Bus panels will also bedisplayed for visitor promotion.The event will also be publicize through their offices located outsideIndia as part of their visitor promotion campaign.They also arrange seminars and workshops.

PRESS RELATION:

Responsible fair authorities are aware of the importance of good

relationship with the press. One of the main function of the publicitydepartment is to work closely with the press on a year round basis.The division must keep editors and reporters supplied with pressreleases, provisional list of exhibitors, photographs and whatever elsethey may need in order to keep their readers well informed.

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The prime objective of publications is to promote trade awarenessand thus promote trade in India. It is proposed that an abridgedversion, of the newsletters published by ITPO, be made available onthe Portal.

There are two newsletters published by ITPO:

"Indian Export Bulletin" which is a weekly publication.

"Pragati India" which promotes Indias trade with Latin Americancountries.

Press releases should be distributed at regular intervals during thefair.

Reporters and journalists are free to go where they please; theyshould not gain the impression that the fair authority is showing themonly that which it wants them to see.Visitors attendance can be boosted by continuous reports of theevent in progress. Concentrated press coverage at the beginning ofthe event can serve to remind prospective visitors that the fair hasopened and to highlight the most important exhibits.

Broadcasting media should also be kept informed, as fairs often lendthemselves to good television presentation, and advance knowledgeis necessary in order to plan live transmissions.

FAIR CATALOUGE:

The catalogue is most important pieces of promotional materialproduced by the publicity department. It can provide most persuasivereason for attending the fairs. It should distribute to the presstogether with releases about the event, as background material forarticles as a factual reference.

The catalogue should be printed in a small format and in sufficientnumber for mailing purpose and to ensure that all exhibitors andvisitors of consequences receive one.

CONFERENCES AND SEMINARS:

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The fair authority can achieve much in way of highlighting the themeof the event by coordinating or organizing simultaneously conferencesand seminars on the same or relative themes. Such conferences orseminars lend prestige to an event and generate additional publicity.It is not unusual for the fair authorities to bear all or part of the costof such programmes, but not until after they have weighed theexpenses against possible benefits.

INAUGRAL DAY PROTOCOL:

When the fair is product specific or the accent is on the industry, the

official opening or inauguration is usually performed by the ministerfor industry of India. When it is more general fair i.e. multi productshow, however designed to portray various sector of economy, theHead of states should do the honour.

Invitation to the opening of a large fair are sent to members of thelocal diplomatic corps, officials of appropriate ministries,representatives of international fair promotional organization andchambers of industry, senior figures from the host municipality, andheads of trade unions, associations and professional bodiesassociated with the theme of the fair.

It is the good policy to invite the public figures from the countriesthat have close political, trading or other ties with the India. Suchvisits can do much to form a strong political and commercial tiebetween India and other countries. They also add prestige to theevent and guarantee additional press coverage.

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CONCLUSION

Trade fairs, can be defined in a unified manner as sophisticated platformfor conducting business on a national and international scale. It is more

than just a marketing tool as the entire marketplace is at your fingertips. Asa source of market information they fulfill your needs in a centralized way.

They provide an excellent opportunity to assess opinions from clients anddetermine market potential, conduct research and evaluate competition,develop commercial structures by identifying new agents and distributors,and initiating joint ventures and project partnerships