int’l trade fair as a strategic tool in international marketing ms. jatuporn wattanasuwan...
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Int’l Trade Fair
as a Strategic Tool in International Marketing
Ms. Jatuporn Wattanasuwan
Executive Director
Office of Service Trade and Trade Logistics
Department of International Trade Promotion (DITP),
Ministry of Commerce
250913. .
Definition and Categories Objectives and Benefits Key Factors and Elements History and Present Organizations How Important in International
Marketing How to successfully Participation Thailand : Trade Fair Hub of AEC
Int’l Trade Fair
as a Strategic Tool in International Marketing
Ms. Jatuporn Wattanasuwan
Executive Director
Office of Service Trade and Trade Logistics
Department of International Trade Promotion (DITP),
Ministry of Commerce
250913. .
Definition and Categories Fair Exhibition Expo/ Exposition Show Festival
Fun Fair Trade Fair * Exhibitor & Visitor Coverage : Local / National Trade Fair Regional Trade Fair International Trade Fair * Product & Service Coverage: General Trade Fair Specialized Trade Fair * Trade Day- Trade Negotiation only / Taking
Order Public Day- Open for public
Int’l Trade Fair
as a Strategic Tool in International Marketing
Ms. Jatuporn Wattanasuwan
Executive Director
Office of Service Trade and Trade Logistics
Department of International Trade Promotion (DITP),
Ministry of Commerce
250913. .
Objectives and Benefits
One place to visit / stop Platform of Marketing Mix * Trade Information & Communication Mix * Price & Condition Mix * Distribution Mix * Product Mix Meeting Place Knowledge sharing Promotion & Launching Exhibit & Display Sourcing Trade negotiation & Order Update & Exchange Technology Industry & Market Trends Networking Hub & Center
Face –to-Face Reliable Product Testing Faster to conclude
Int’l Trade Fair
as a Strategic Tool in International Marketing
Ms. Jatuporn Wattanasuwan
Executive Director
Office of Service Trade and Trade Logistics
Department of International Trade Promotion (DITP),
Ministry of Commerce
250913. .
Key Factors and Elements Fair Organizer (Ownership/ Management)
Fair Ground / Venue Exhibitors Visitors Contents : Product & Service Special Activities (i.e. Display, Showcase, Trend
Forum,
Seminar, Symposium, Meeting,
Product Presentation,
Award & Contest, Reception,…etc.)
Services & Facilities : (Pre-, On-site, Post)
Registration, Display/Contractor, Freight forwarder, Security, Hospitality services-
Shuttle Bus, Travel Agent, Airline, Hotel,
Catering, Reception, PR & Communication,…etc)
Int’l Trade Fair
as a Strategic Tool in International Marketing
Ms. Jatuporn Wattanasuwan
Executive Director
Office of Service Trade and Trade Logistics
Department of International Trade Promotion (DITP),
Ministry of Commerce
250913. .
History and Present Europe – Germany - Frankfurt, Koeln, Berlin,
Dusseldorf, Hanover, Munich, Hamburg, Stuttgart
France – Paris, Lyon
Italy - Milan, Rome, Florence
UK – London, Manchester
Spain – Madrid, Barcelona
The Netherlands – Rotterdam,
Belgium - Brussels
America - USA – Las Vegas, Chicago, New York, Texas, LA, Boston
Canada - Toronto, Vancouver
Middle East – UAE., Kuwait, Turkey Africa - South Africa
Asia - China, Japan, Hong Kong, Korea, India, Taiwan, Australia,
Thailand, Malaysia, Singapore,
Indonesia, Vietnam, Philippines,
Macau, Pakistan
Int’l Trade Fair
as a Strategic Tool in International Marketing
Ms. Jatuporn Wattanasuwan
Executive Director
Office of Service Trade and Trade Logistics
Department of International Trade Promotion (DITP),
Ministry of Commerce
250913. .
History and Present (continue)
Global Barometer Survey by ufi in Dec.2012
- Refer to economic centric moves to Asia, more cloning/ branching fairs from traditional fair cities and new fairs in Asia- Even econ crisis on fair industry since 2008, an increase of turnover in 2010-2012, a slowdown in growth level in 2013. - Annual profit- 40% of fair org. project an increase of more than 10% for 2012.
- New business development of fairs - 75% are planning new activities in either the
classic range of fair activities (venues/ organizer/ services) or in live or virtual events (or both)
- 54% plan to expand fair operations to new countries- Factors to effect fairs – State of the national / regional economy, global econ uncertainty, local/national competition from the exhibition industry, Internal management challenges, Environmental challenges (customer expectations, regulations,…), Competition and Integration from other media issues (i.e. internet, virtual trade show, social media),
Int’l Trade Fair
as a Strategic Tool in International Marketing
Ms. Jatuporn Wattanasuwan
Executive Director
Office of Service Trade and Trade Logistics
Department of International Trade Promotion (DITP),
Ministry of Commerce
250913. .
History and Present (continue)
Completive lanscape- Asia will continue to be a strategic focus of International fair organizers in 2012, 2013,….- Trend to concentrate of new launch and M& A- Increasing important of online content and virtual components at fairs with dual effect : * force organizer to build online content * allow online B2B media com to enter to fair business * organizer need to build closer relationship with visitors & exhibitors communities
Three Key Trends- Intra- Asian trade
- Variable pricing : standardized but to be based on location, booking time, layout of booth, no. of opened sides- apps: path-finding, visitor behavior tracking, visitor-exhibitor matching services, integrated with social media platform and data sharing tools
Int’l Trade Fair
as a Strategic Tool in International Marketing
Ms. Jatuporn Wattanasuwan
Executive Director
Office of Service Trade and Trade Logistics
Department of International Trade Promotion (DITP),
Ministry of Commerce
250913. .
Organizations : World-wide
ufi (The Global Association of the Exhibition Industry)
http://www.ufi.org/
Int’l Trade Fair as a Strategic Tool in International Marketing
Ms. Jatuporn Wattanasuwan
Executive Director
Office of Service Trade and Trade Logistics
Department of International Trade Promotion (DITP),
Ministry of Commerce
250913. .
Established in 1935 UFI represents 617 member organisations (composed of
320 Exhibition Organizers, 74 Hall Owner Managers, 126 Exhibition Organizers & Hall Owner Managers, 37 Associations and 46 Partners of the exhibition industry), present in 223 cities in 85 countries on the 6 continents.
UFI has bestowed its quality label upon over 903 trade fairs and exhibitions organized by its members.
As leading international tradeshow organizers, UFI members currently represent
more than 4,500 trade fairs and exhibitions; more than 50 million square meters of exhibition space
rented annually; more than 1 million exhibitors participating in these
events each year; more than 150 million visitors attending these events
annually. UFI members owning exhibition centers represent a
total gross rentable exhibition space of more than 12 million square metres.
Int’l Trade Fair
as a Strategic Tool in International Marketing
Ms. Jatuporn Wattanasuwan
Executive Director
Office of Service Trade and Trade
Logistics
Department of International Trade Promotion (DITP),
Ministry of Commerce
250913. .
Organizations : Thailand
TCEB (Thailand Convention and Exhibition Bureau)
http://www.tceb.or.th
TEA (Thailand Exhibition Association)
http://www.thaitradeshow.com
DITP ( Department of International Trade Promotion, Ministry of Commerce)
http: //www.ditp.go.th
Int’l Trade Fair
as a Strategic Tool in International Marketing
Ms. Jatuporn Wattanasuwan
Executive Director
Office of Service Trade and Trade Logistics
Department of International Trade Promotion (DITP),
Ministry of Commerce
250913. .
How to successfully Participation Which fairs to participate ? How to register as an exhibitor ? How to prepare before fair date ? What to do during fair ? What to do after fair ?
Int’l Trade Fair
as a Strategic Tool in International Marketing
Ms. Jatuporn Wattanasuwan
Executive Director
Office of Service Trade and Trade Logistics
Department of International Trade Promotion (DITP),
Ministry of Commerce
250913. .
How to successfully Participation Which fairs to participate ? - Gather fair info & market trends - Analyze fair - Selecting Fair - Set strategies to participate
Int’l Trade Fair
as a Strategic Tool in International Marketing
Ms. Jatuporn Wattanasuwan
Executive Director
Office of Service Trade and Trade Logistics
Department of International Trade Promotion (DITP),
Ministry of Commerce
250913. .
How to successfully Participation Which fairs to participate ? - Gather fair info & market trends - Analyze fair basically * Type of fair - Meet your objectives (Organizer, Specialized/Niche- product coverage, Country
& Market coverage, Objectives & focus, Basic fair info,….)
* Reputation, Success
(Well-known Ranking – fairs/ industry, Rate of
Success: Exhibitors –number, countries, business type, Visitors – number, countries, business type, level of decision making, ….., Growth & development, Fair element & combination, Turnover & order, …… )
* Comparable cost & benefits (Fair itself, compare with others – participation fee-
space, booth & décor, compulsory & optional fee, PR
/marketing cost & services, cost for visiting, ….etc.)
- Select fair
Int’l Trade Fair
as a Strategic Tool in International Marketing
Ms. Jatuporn Wattanasuwan
Executive Director
Office of Service Trade and Trade Logistics
Department of International Trade Promotion (DITP),
Ministry of Commerce
250913. .
How to successfully Participation Which fairs to participate ? (cont.)
- Set strategies to participate * Analyze fair in details ** Exhibition halls – each hall : type of exhibitors,
specification & qualification, product & price range,
target visitors, group pavilion or individual, element,..)
** Other exhibitors – competitors : type, level, country, ** Location of hall – booth : Entrance- fair ground, hall,
walkway between halls , traffic , prime area,…….) Choose exhibition hall & preferred booth location
* Strategic for fair application ** Hall manager / in charge ** Company profile – impressed, good & right image
Int’l Trade Fair
as a Strategic Tool in International Marketing
Ms. Jatuporn Wattanasuwan
Executive Director
Office of Service Trade and Trade Logistics
Department of International Trade Promotion (DITP),
Ministry of Commerce
250913. .
How to successfully Participation How to register as an exhibitor ?
- Steps – procedures & deadlines
- Application Form- study all questions &
rules & regulations , then complete , submit on time / early bird rate, with all required documents
- Exhibitor manuals – requirement , optional,
deadlines, how & who to contact- online, services &
facilities, ……
- Confirmation from fair organizer – space,
location, contract, payment,……
- Payment – on time (early bird /normal/ delayed rate), advanced payment, money transaction,…..
Int’l Trade Fair
as a Strategic Tool in International Marketing
Ms. Jatuporn Wattanasuwan
Executive Director
Office of Service Trade and Trade Logistics
Department of International Trade Promotion (DITP),
Ministry of Commerce
250913. .
How to successfully Participation How to prepare before fair date ?- Procedures of fair - Booth construction & decoration - Product / sample - new, interesting
- Company profile & presentation- Info & sales sheet/ format for taking order- Freight forwarding – from factory to booth
- Personal - Coordinator with fair organizer & suppliers ,
Personals at booth -marketing (team), product development
& designers, receptionist, translator,Hotel & transportation
- Activities at booth & fair- Hospitality services- PR & marketing approach to target buyers- etc.
Int’l Trade Fair
as a Strategic Tool in International Marketing
Ms. Jatuporn Wattanasuwan
Executive Director
Office of Service Trade and Trade Logistics
Department of International Trade Promotion (DITP),
Ministry of Commerce
250913. .
How to successfully Participation What to do during fair ?- Booth construction & product displayed- Stand manning at all times- Inviting visitors & buyers- Ready for enquiries & orders- Observing fair – competitors & customers,
trend forum, showcases, press center, lounge,…- Attending important fair activities –
reception, seminars, symposium, visiting tour, showcase, meeting, *meet with hall manager*
- Visiting guest sheet -Evaluation daily
Int’l Trade Fair
as a Strategic Tool in International Marketing
Ms. Jatuporn Wattanasuwan
Executive Director
Office of Service Trade and Trade Logistics
Department of International Trade Promotion (DITP),
Ministry of Commerce
250913. .
How to successfully Participation What to do after fair ?- Thanking note to all visiting guests- Follow up all enquiries - Evaluating potential buyers, orders &
market response- Evaluating participation results for
development of fair participation, company & product development, …
- Make decision for next participation- Keeping contact with fair organizer
Int’l Trade Fair
as a Strategic Tool in International Marketing
Ms. Jatuporn Wattanasuwan
Executive Director
Office of Service Trade and Trade Logistics
Department of International
Trade Promotion (DITP),
Ministry of Commerce
250913. .
Thailand : Trade Fair Hub of AEC Strength & Opportunities:
- Manufacturing based in many industries
- Geography & location of Thailand- Airport- Logistic hub for AEC - Economy- purchasing power - Hospitality – man, accommodation, catering & food- Fair venue- Supporting services related to fair – event organizer, contractor, design & display, freight, security, registration & IT/ Software, media & PR,…etc. - Tourism, leisure - Business environment- Political situation- etc.
Int’l Trade Fair
as a Strategic Tool in International Marketing
Ms. Jatuporn Wattanasuwan
Executive Director
Office of Service Trade and Trade Logistics
Department of International Trade Promotion (DITP),
Ministry of Commerce
250913. .
Trade Fair Industry in Asia - Top rank in 2011by net sqm. Sold by annual revenues No.of fair
1. China 1. China 532
2. Japan 2. Japan 3233. Hong Kong 3. Hong Kong 1014. Korea 4. Australia 1715. India 5. Korea 1526. Taiwan 6. India 1347. Australia 7. Thailand 778. Thailand 8. Taiwan 809. Malaysia 9. Singapore 9710. Singapore 10. Malaysia 4711. Indonesia 11. Indonesia 4712. Vietnam 12. Vietnam 5113. Philippines 13. Philippines 4114. Macau 14. Macau 1415 Pakistan 15. Pakistan 28
Int’l Trade Fair
as a Strategic Tool in International Marketing
Ms. Jatuporn Wattanasuwan
Executive Director
Office of Service Trade and Trade Logistics
Department of International
Trade Promotion (DITP),
Ministry of Commerce
250913. .
Trade Fair Industry in Asia - Top 20 industries
1. Engineering, industrial, manufacturing, machines, instruments, hardware
2. General
3. Furniture, interior design - TIFF4. Electronics, Components - E & E5. Construction, infrastructure
6. Textiles, apparel, fashion – BIFF & BIL7. Food & beverage, hospitality – THAIFEX- World of Food Asia8. Premium, household, gifts, toys – BIG & BIH9. Leisure, hobby, entertainment
10. Automobiles, motorcycles - TAPA11. IT & Telecommunications
12. Health, medical equipment - THBS13. Jewellery, watch & accessories - BKK Gems14. Printing, packaging
15. Beauty, cosmetics - THBS16. Business services, retail
17. Security, fire safety, defense
18. Energy, oil, Gas
19. Optics
20. Agriculture, forestry, fishery
Int’l Trade Fair
as a Strategic Tool in International Marketing
Ms. Jatuporn Wattanasuwan
Executive Director
Office of Service Trade and Trade Logistics
Department of International
Trade Promotion (DITP),
Ministry of Commerce
250913. .
QUESTIONS:
Thailand : Trade Fair Hub of AEC ? Thailand : Gain Benefits for economy ?
Thai businessmen : Utilizing trade fairs as a strategic tool in international marketing ?
Thais : Readiness for international trade ?
Trade with Thailand begins at DITPwww.ditp.go.th, www.thaitrade.com,
www.thaitradefair.com, Call center: 1169