By Ms. Sheema Vohra

Representative - INDIA

How to Capture International Markets : INDIA

� Economic Outlook- Trade Details

� Exhibition Industry

� SWOT

� How to increase market share

� Govt support .

� TCEB initiatives & activities in 2009.

� What Works – examples

Agenda

� 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

• 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)

20%25%

55%

0%

10%

20%

30%

40%

50%

60%

Agric

ultu

reIn

dust

rial

Servi

ces

� 55% of India’s 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.

Economic Outlook (cont)

Parts & Accessories of

Vehicles

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

Metals and CommoditiesEssential oils & cosmetics

Organic Chemicals and

Petroleum products

Semi Precious Stones

Natural RubberIron & Steel

Transport EquipmentsPlastic Material

MachineryElectronic Goods

Trade details – Imports

� 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%20and%20economic%20relations/index.htm

Sectors for cooperation between India and Thailand

Exhibition Industry

� Indian Companies are actively visiting exhibitions

abroad to keep themselves updated with latest know

how.

� Associations have budgets. Main objective is to

organize visitor’s delegation to international

exhibitions.

� Associations normally combine their visits to exhibitions

with meetings with local business associations and sight

visits.

Visitors

� 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.

Exhibitors

� 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.

Profile – Exhibition Visitors

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.

Exhibitor industry do

3rd Chennai Visitor industry Automotive, Rubber, Sea Food

Exhibitor industry do

4th Bangalore Visitor industry IT, Garment & Textile

Exhibitor industry do

5th Hyderabad Visitor industry IT

Exhibitor industry do

6th Pune Visitor industry Automotive , IT, Industrial Machinery

Exhibitor industry do

7th Jaipur Visitor industry Gems & Jewelery

Exhibitor industry do

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

Exhibitor industry do

Industry Segments- City Priority

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 Düsseldorf, Messe Munchen, DMG World Media,

Expomedia, IIR ( UK), Penwell, HQ Link

Singapore, Dubai World Trade Centre etc.

Overview

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)

Overview (cont)

� 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

Major Exhibition Venues

� Fragmented Exhibition Market- Unorganized Sector

� Major MNC’s & 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

� 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

� 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 Industry Players / Associations

� 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

� 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)

Competition

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.

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

SWOT ANALYSIS- India

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.

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.

How to Increase Market Share

� 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.

Visitors

� 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.

New Shows/ Show in Shows

Indian Government Support to

Exhibition Industry

In view of the prevailing macro economic situation

and to facilitate, stimulate and diversify the country’s 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

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

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.

Market Access Initiative Scheme(MAI)

2009 Major Activities

� Dissemination of Exhibition Calendar to major clients across India including Associations and Travel Agents

� Identify & meet key Industrial/pocket areas. (example-Mohali (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

� 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.

Initiatives 2009 (cont)

� 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

Thank You…