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 initiatives & activities in 2009. What Works examples

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

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.

Economic Outlook (cont)

60% 50% 40% 30% 20% 10% 0%
ul tu re In du s Se rv i tr i al ce s

55%

55% of Indias GDP comes from services. Citi Bank retains the positive forecast for India at GDP growth of 6.8% for 2009 and 5.5 % for 2010. Goldman Sachs is also positive and expects the economy to grow between 6.5% and 5.8% in 2009-2010.

20%

25%

Ag ri c

Trade details- Exports

Precious Stones Diamonds & Jewellery

Copper & Articles thereof

Iron & Steel Products

Chemicals (mainly organic)

Metal ores, Waste & Scrap

Medicinal & Pharmaceutical Products Industrial Machinery

Electrical Machinery & parts Parts & Accessories of Vehicles

Trade details Imports

Electronic Goods Machinery

Plastic Material

Transport Equipments

Iron & Steel

Natural Rubber

Semi Precious Stones

Organic Chemicals and Petroleum products Metals and Commodities

Essential oils & cosmetics

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

Exhibition Industry

Visitors

Indian Companies are actively visiting exhibitions abroad to keep themselves updated with latest know how. Associations have budgets. Main objective is to organize visitors delegation to international exhibitions. Associations normally combine their visits to exhibitions with meetings with local business associations and sight visits.

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.

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.

Industry Segments- City Priority

Priority by Cities 1st Delhi Visitor industry Exhibitor industry Garment & Textile, IT & Electronics, Telecom, do Jewellery, Gems & Diamond, Food, Sea Food, Plastic, Industrial Machinery, IT, Telecom. do Automotive, Rubber, Sea Food do IT, Garment & Textile do IT do Automotive , IT, Industrial Machinery do Gems & Jewelery do Garment & Textile, & Auto Component do

2nd 3rd 4th 5th 6th 7th 8th

Visitor industry Exhibitor industry Chennai Visitor industry Exhibitor industry Bangalore Visitor industry Exhibitor industry Hyderabad Visitor industry Exhibitor industry Pune Visitor industry Exhibitor industry Jaipur Visitor industry Exhibitor industry Ludhiana Visitor industry Exhibitor industry

Mumbai

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 Dsseldorf, Messe Munchen, DMG World Media, Expomedia, IIR ( UK), Penwell, HQ Link Singapore, Dubai World Trade Centre etc.

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)

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)

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

Current Trends
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.

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

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)

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.)

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)

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)

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)

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.

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.

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.

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.

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 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 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.

Market Development Assistance (MDA) Scheme

Sr. No

Area/ Sector

No. of Visits 1 1 1 1 1 5

Maximum Financial Ceiling per Event Rs. 180,000 Rs. 150,000 Rs. 150,000 Rs. 150,000 Rs. 80,000*

1 2 3 4 5

Focus LAC Focus Africa Focus CIS Focus ASEAN + 2 General Areas TOTAL

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.

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.

2009 Major Activities

Initiatives 2009

Dissemination of Exhibition Calendar to major clients across India including Associations and Travel Agents Identify & meet key Industrial/pocket areas. (exampleMohali (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.

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.

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 .

Thank You