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Table of Contents

1.   Introduction ......................................................................................................................................... 3  

2.   What are private label products? ......................................................................................................... 3  

3.   Pakistan’s private label manufacturing sector .................................................................................... 3  

4.   PLMA Trade Fair ................................................................................................................................ 4  

5.   Pakistan Pavilion ................................................................................................................................. 4  

5.1   The Exhibitors .................................................................................................................... 4  5.2   Pakistan Pavilion Size & Location .................................................................................... 5  5.3   Design and Ambience ........................................................................................................ 6  5.4   Product List ........................................................................................................................ 7  5.5   Reception Area ................................................................................................................... 7  5.6   Soccer-ball promotion ........................................................................................................ 8  5.7   Basmati Tasting ................................................................................................................. 8  5.8   Exhibitor Training .............................................................................................................. 9  5.9   Ambassador’s Visit ............................................................................................................ 9  5.10   Marketing of Pakistan Pavilion ...................................................................................... 10  

5.10.1   Pre-event Marketing ................................................................................................ 10  

5.10.1.1   Direct Mailing ...................................................................................................... 10  

5.10.1.2   E-Blasts ................................................................................................................ 11  

5.10.1.3   Tele Marketing ..................................................................................................... 11  

5.10.1.4   Fax Blasting ......................................................................................................... 11  

5.10.1.5   Institutional Support............................................................................................. 11  

5.10.2   On-site Marketing ................................................................................................... 11  

5.11   Buyer Traffic in Pakistan Pavilion ................................................................................. 13  5.12   Exhibitor Feedback ........................................................................................................ 16  

6.   Observations & Recommendations ................................................................................................... 20  

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1. Introduction PLMA’s World of Private Label trade fair was held in the RAI Exhibition Centre, Amsterdam on May 22-23, 2012. The International Council of Private Label Manufacturers Association (PLMA) annually organizes the event in Amsterdam, Chicago and Shanghai. The Amsterdam chapter of the trade fair is being organized annually by the PLMA since 1986 and is the largest trade fair of private label manufacturing in the world.

Despite being one of the leading exporters of private label products especially in textiles and food items, Pakistan's participation in the world’s largest trade fair of private labels was negligible before 2010. However, on the recommendation of this trade office, the TDAP has been organizing Pakistan pavilion in the fair since 2010.

2. What are private label products? Private label products are all the merchandise sold under a retailer's “own brand”. That brand can be the retailer's own name or a name created exclusively by that retailer. For instance, the Cola drink being sold at TESCO stores under the TESCO’s own name is Tesco’s private label whereas the Coca Cola is the brand owned by the Coca Cola Corporation.

Major supermarkets, hypermarkets, drug stores and discounters today offer almost any product under their own private label. Private labels cover full lines of food and non-food products e.g. fresh, canned, frozen and dry foods, ethnic specialties, kitchen textiles, cutlery & personal care products.

Private Labels constitute more than 30% of market share in the supermarkets. With the European and United States economies under pressure, the consumers are increasingly switching to the store brands (private labels).

3. Pakistan’s private label manufacturing sector The manufacturers of private label products fall into three general classifications:

• Large manufacturers who produce both their own brands and private label products. For instance, Pakola produces for its own brand as well as for Coca Cola in Pakistan.

Brand Private Label

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• Small and medium size manufacturers that specialize in particular product lines and concentrate on producing private label almost exclusively. Pakistani exporters mainly fall into this category of private label manufacturing. For certain product categories e.g. basmati rice, a major portion of Pakistan’s exports to the EU comprises the private label manufacturing.

• Major retailers and wholesalers that operate their own manufacturing plants and provide private label products for their own stores e.g. Wal-Mart manufacturing in China.

4. PLMA Trade Fair PLMA’s World of Private Labels is organised by the International Council of Private Label Manufacturers Association (PLMA), headquartered in Amsterdam, to provide a platform to its members (manufacturers) to meet with the buying/sourcing managers of the leading retail chain stores (private label owners). The event was premiered in 1986 and over the years has become the most important meeting place of retailers/buyers with the private label manufactures.

The event showcases nearly 3,800 exhibitor stands representing manufacturers from 68 countries including 54 national pavilions. It also attracts buyers from the world’s supermarkets, hypermarkets, discounters, department stores, drugstores, wholesalers, importers and exporters. Products on display include fresh, frozen and refrigerated foods, dry grocery, and beverages as well as non-food categories, including cosmetics, health and beauty, household and kitchen, auto aftercare, garden, and house-wares & DIY. A snapshot of the key statistics of the PLMA 2012 is at Annex-I.

5. Pakistan Pavilion Pakistan Pavilion at PLMA 2012 was the third consecutive participation of Pakistan in the fair as a national pavilion.

5.1 The Exhibitors

TDAP advertised the event in the national dailies in the month of December 2011 inviting applications from the potential exhibitors (Copy of advertisement at Annex-II). Simultaneously, the Commercial Counselor approached the leading exporters of rice and other food items by email and telephone to convince them to exhibit at the PLMA 2012. After a detailed selection process, the following 10 exhibitors were finally selected by the TDAP: Sr. No.

Company Name Product Line

1. ATC Rice Processing (Pvt) Ltd Rice 2. Barkat Rice Mills (Pvt) Ltd Rice 3. Guard Agricultural Research & Services (Pvt) Ltd Rice 4. Irfan Noman Bernas (Pvt) Ltd Rice 5. Karmanwala International, Okara Rice 6. Khalid Rice Mills, Lahore Rice 7. KAS Exporters Rice 8. Naurus (Pvt) Ltd Processed Food Products

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9. Shangrila (Pvt) Ltd Processed Food Products 10. Farzam Garments Home Textiles

An important feature of the Pakistan delegation was the presence of prominent rice exporters in Pakistan Pavilion.

5.2 Pakistan Pavilion Size & Location

In accordance with the list provided by the TDAP, the reservation of space for 10 stalls (9 sq. meter each) was made with the fair organisers. Space for three complimentary stalls was negotiated with the Organisers (PLMA) for the TDAP stall. The TDAP stall was used as a reception area for buyers, for promotion of soccer balls, tasting/serving of basmati rice and a storage-cum-kitchen cabin.

One week before the event, the Mission was informed by the TDAP that M/s Khalid Rice had changed their plans and had withdrawn their participation. On the request of the Mission, the fair organisers agreed to the cancellation of their stall and provided it free-of-cost to be added to the reception area. The additional stall in the reception area was utilized for promotion of soccer balls.

M/s Farzam Garments did not join the Pakistan delegation, as they were not delivered visa in time. Their stand remained vacant during the fair.

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The show floor of PLMA was divided into two separate complexes i.e. food complex and non-food complex. The Pakistan Pavilion was located in the Amstelhal of Holland Complex – Food Complex. The only stall in the non-food complex belonging to M/s Farzam Garments remained vacant as mentioned above.

During the previous year, Pakistan Pavilion was located in the Parkhal – a new hall added to the fair in 2010. Though Pakistan’s location inside Parkhal was excellent, the hall itself attracted less buyer traffic than the old halls. In the light of feedback from our exhibitors, it was decided to request the fair organisers to relocate the Pakistan Pavilion in the old halls. The PLMA is a completely sold-out trade fair and runs a waiting list of the new exhibitors. The location in the old halls is not available until there are some cancellations from the old exhibitors in those halls. After a persistent follow up for a whole year, the fair organisers finally agreed to relocate Pakistan Pavilion to the Amstelhal. The Pakistan Pavilion was located next to Poland and in the same hall as Germany and Italy.

As the current location is relatively deeper in the Amstelhal, an effort will be continued to gradually move the pavilion as forward as possible.

5.3 Design and Ambience

The Pakistan Pavilion was constructed on 117 sq. meter (10-exhibitor stands and one TDAP stand). Quotations were called from stand construction companies across Europe for construction of Pakistan Pavilion. The detailed specifications of the stand construction were developed and provided to the stand contractors (Annex-III). The contract was awarded to the lowest bidder i.e. M/s 1 Pure Design.

The pavilion was designed in such a way as to highlight “Pakistan” as a brand name. The ambience of the pavilion was set in green and white colors. A large wave banner, rising above the stand height was placed on the TDAP stand. Glass cupboards with green curve board on the top with Pakistan flag and lettering of “Pakistan” were popping out of each stand. So, the word Pakistan was conspicuous from a long distance in the aisle. A customized fascia was developed for each stall with company name and logo.

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5.4 Product List

The PLMA Fair showcases a large number of food and non-food products. Indeed, nearly every product, which is found on the shelves of supermarkets and drug & cosmetics stores, is exhibited at the PLMA Fair. The show floor is divided into two complexes/divisions – food and non-food. The product list of the trade fair is at Annex-IV.

In the Pakistan Pavilion, following products were represented on the show floor:

Rice – basmati, non-basmati, brown rice, parboiled and ready-to-cook rice products

Packaged food – mayonnaise, ketchup, honey, spreads etc. Others – spices The following important products from Pakistan were conspicuous by absence – sweets & candies, biscuits, canned food products, dates, orange and mango pulp etc.

5.5 Reception Area A TDAP stall comprising 36 sq. meters was constructed in the Pakistan Pavilion. The stall was divided into two parts – 12 sq. meter area was covered from all sides to make it a multi-purpose room which was used as kitchenette and storage area. A reception area was constructed on the remaining 24 sq. meters space, which was used for creating a meeting area, an information desk, basmati tasting arrangement and soccer balls distribution.

The reception area was located at the end of the Pakistan Pavilion and was indeed the centre of attraction in the pavilion. All the buyers visiting the Reception Area for collection of soccerball giveaway or basmati tasting had to pass through the entire Pakistan Pavilion thereby increasing the foot traffic in the Pakistan Pavilion.

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The information desk remained pro-actively engaged in approaching the buyers who would come to taste the basmati rice or collect the soccer ball giveaways. The stand personnel would find out their buying interests and then re-direct them to the stall(s) of the matching Pakistani exhibitor(s).

5.6 Soccer-ball promotion As mentioned above the Made-in-Pakistan hand-stitched soccer balls were especially designed and produced for the Pakistan Pavilion at the PLMA fair. One thousand soccer balls with the location of Pakistan pavilion printed on them were placed in the nets and distributed amongst the buyers.

The balls were distributed after inflating so that the balls would become too big to be inserted in the bags and the objective of advertisement is not compromised. As the entry badges of the PLMA fair were color-coded, blue being the color of buyers’ badges, the footballs were distributed only to those with blue badges. The business card of the buyer was collected before handing over the ball. A buyer carrying the Pakistani soccer balls in the net would move on the show floor and would become

the carrier of Pakistan Pavilion advertisement. In the feedback form filled by the Pakistani Exhibitors, the giveaways were rated as “excellent” by 100% of exhibitors.

5.7 Basmati Tasting A promotion of Pakistani basmati rice was organised in the Pakistan Pavilion through tasting of dishes prepared from Pakistani basmati rice. The tasting campaign was organised with the support of Rice Exporters Association of Pakistan (REAP), TDAP and the rice exhibitors in Pakistan Pavilion. The tasting proved to be very effective in introducing and promoting the Pakistani basmati rice amongst the buyers of leading chain stores and food brands.

Four dishes of Pakistani basmati rice were made available for tasting in the Pakistan pavilion where seven exporters of Pakistani basmati rice were exhibiting basmati rice. The appetizing aroma of Pakistani basmati rice pulled the buyers towards Pakistan Pavilion. The buyers were first exposed to the delectable taste of Pakistani

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basmati rice and then introduced to the Pakistani suppliers of basmati. The basmati promotion was termed as a tremendous success by the Pakistani rice exporters in terms of generating business for them.

5.8 Exhibitor Training A training workshop for the Pakistani exhibitors was organized on the eve of the trade fair i.e. May 21st. The trade fair organiser provided a meeting room of the trade fair complex free of cost for training. A CBI master trainer for the trade fair participation, Mr. Dirk conducted the training workshop. CBI paid the trainer. After the set up time was over at 6:00 pm, the exhibitors were taken directly to the training workshop followed by the dinner. It ensured the high attendance of participants in the training activity. During the training workshop, the exhibitors were trained on the following subjects:

• Defining the trade fair participation objectives beyond the singular objective of immediate sales deals.

• Professional stand behavior i.e. approaching a trade visitor, greeting and initiating the conversation, conducting the negotiations and closing a deal.

• Professional layout of the stand, which may attract a buyer towards a stall

The training was an interactive session with exercises, activities and role-playing. The exhibitors found the training to be very useful.

5.9 Ambassador’s Visit The Ambassador of Pakistan to the Netherlands, H.E. Aizaz Ahmed Chaudhry visited the Pakistan Pavilion on second day of the fair and spent two hours on the show floor. Accompanied by the Commercial Counselor, he visited every stall in the Pakistan Pavilion and spoke with the exhibitors.

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5.10 Marketing of Pakistan Pavilion A full-scale marketing plan for attracting the buyers towards Pakistan Pavilion was designed and executed. The marketing plan constituted two parts:

• Pre-event marketing – to invite the buyers to visit Pakistan Pavilion at the PLMA • On-site marketing – to attract the buyers already on the show floor to visit Pakistan

Pavilion

5.10.1 Pre-event Marketing

The Pakistan Pavilion was marketed amongst the buyers of the products showcased in the Pakistan pavilion. The following contact lists of buyers were used for the marketing:

• The lists of buyers in the above-mentioned product categories maintained at the mission and updated from time to time.

• Database of all the buyers of above-mentioned product categories who have applied for business visa from the Embassy of Pakistan during the last 5 years (which means almost all the Dutch buyers actively engaged in importing from Pakistan)

• The list of major buyers in the above-mentioned product categories provided by the different Chambers of Commerce and Trade Associations

• The list of major buyers acquired from www.abcdirct.nl, a commercial database subscribed by the Mission.

• The lists of major wholesalers downloaded from the internet • The list of buyers registered to visit the PLMA 2012. The list was received from the fair

organizer (PLMA) one month before the event.

5.10.1.1 Direct Mailing

A letter was sent to all the major associations and chambers along with the request to list PLMA Pakistan Pavilion on their websites in the upcoming events section. A letter of invitation was sent to all the above-mentioned buyers (except the PLMA registered visitors) from the commercial counselors two months before event. The Mission received from the fair organizers, the list of buyers who had registered to visit the upcoming PLMA Show. The buyers included a large number of the major supermarket chain stores in Europe. The list of buyers was scrutinized in the trade mission to sift the relevant buyers of the products showcased in the Pakistan Pavilion. A letter of invitation was sent by mail to all such buyers 3 weeks before the event.

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5.10.1.2 E-Blasts

An intensive e-blast campaign of four messages, one in every fortnight from March 1st, 2012 onwards was executed. The messages were sent in the html format and addressed to the individual recipient through mail merge in Group Mail (a mass mailing software). Each message was sent on Tuesday. The themes of the messages were as under:

• First Message - Introduction of first Pakistan Pavilion at PLMA Show • Second Message – Ten good reasons to buy from Pakistan & invitation to visit Pakistan

Pavilion • Third Message – Individual invitation from the Commercial Counselor highlighting the

match making services offered to the buyers • Fourth Message – the leading suppliers of rice and other products under one roof

5.10.1.3 Tele Marketing

A Tele marketing of the event was done in the following manner: • Ten telephone calls to the major buyers by the Intern on every business day in the month

of April. • The Commercial Counselor contacted on phone 50 leading buyers especially the former

visitors of the Expo Pakistan, the visitors of PLMA 2011 and leading chain stores e.g. Albert Heijn.

• Commercial Counselor contacted all the relevant Chambers and associations on phone.

5.10.1.4 Fax Blasting A fax message/invitation was sent to the list of buyers compiled from the buyers’ list provided by the fair orgnisers. The message was sent through mail merge, making use of the online faxing service of blastfax.com. The buyers were divided into categories i.e. A and B and customized messages were sent to the buyers in each category.

5.10.1.5 Institutional Support

The information was sent to the following organizations regarding Pakistan pavilion and they were requested to (a) circulate the information to their members, (b) post the information on their websites, and (c) publish the information in their newsletters.

• Agentschap NL (the Dutch counterpart of TDAP) • All the twelve Chambers of Commerce • CBI • Holland Gateway

5.10.2 On-site Marketing

Special attention was paid to branding Pakistan on the show floor in signage and publicity on the show floor and to attract buyers to the Pakistan pavilion. The publicity plan was developed according to a well-defined strategy:

• The soccer-ball giveaways were developed in such a way that the slogan “Vibrant Pakistan” and location of Pakistan Pavilion (Amstelhal) were prominently printed on four

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sides of the ball. The soccer balls became a moving advertisement of Pakistan pavilion on the show floor to attract the buyers towards the Amstelhal.

• Once a buyer was in the Amstelhal, he/she could easily locate Pakistan Pavilion from a large wave banner placed on top of the Pakistan Pavilion, visible from all parts of the hall.

• Once in the aisles of Pakistan Pavilion, a buyer could not miss Pakistan Pavilion, even from a distance, due to the prominent green curve boards on top of glass cupboards with “Pakistan” written in white lettering, protruding out of each Pakistani stall in the aisle.

• The counter for serving cooked basmati rice was covered with an artistically designed poster “Pakistani Basmati Rice – the Quality and Aroma the World Trusts”.

• Moreover, a rollup banner on Pakistani Basmati Rice was placed in the aisle outside the reception area.

• Similarly, a rollup banner on Pakistani hand-stitched soccer ball with the slogan “Match

your goals with Pakistani hand-stitched soccer ball was displayed in the aisle near the soccer ball promotion area.

• The backdrop of the reception area was covered with the custom-designed panels with the slogan “Vibrant Pakistan – your private label source”.

• A presentation on basmati rice highlighting strengths of Pakistani rice industry, along-with the rice exhibitors’ company slides was continuously displayed during the fair in a loop of 2 minutes on an LCD screen next to the basmati promotion area. Copy of the presentation at Annex-V

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5.11 Buyer Traffic in Pakistan Pavilion As a result of the above-mentioned intensive promotion, Pakistan Pavilion attracted a large number of trade visitors. The exhibitors were highly impressed with the number and quality of contacts they made on the show floor during the course of two days.

For instance, Karima Ouhirani, the head of buying department of Van Sillevoldt Rijst (commonly known as Silvo), the largest importer of basmati rice in The Netherlands, spent almost a whole day in the Pakistan Pavilion and met with several rice exporters from Pakistan on the show floor.

The team of the commercial wing offered a matchmaking service to all the buyers visiting the TDAP reception area. All the trade inquiries were re-directed towards the matching suppliers amongst the exhibitors. In case, there were no exhibitors on the show floor for a particular product requested by a buyer, the buyers were requested to send an inquiry by email to the commercial counselor. All such leads were followed up during the subsequent days with the matching exporters from Pakistan.

The Pakistan Pavilion was termed as tremendous success by the exhibitors in terms of number and quality of buyers. A detailed analysis of feedback received from the Pakistani exhibitors is given in the following section of this report.

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Buyers in Pakistan Pavilion

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Buyers in Pakistan Pavilion

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5.12 Exhibitor Feedback In order to get the feedback of the exhibitors a questionnaire was developed with 20 questions. The feedback survey concerned three areas: (i) the quality of PLMA trade fair, (ii) exhibitor training session organized on the eve of trade fair, and (iii) the quality of service provided by the trade office. The results of the questionnaire are given below. The original feedback forms at Annex-VI

Overall Quality of the PLMA Fair

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Exhibitor Feedback

Overall Quality of the PLMA Fair

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Exhibitor Feedback

Training Session for Exhibitors

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Exhibitor Feedback

Quality of Service provided by Trade Office, The Hague

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Do you have any other general comments, ideas or suggestions? “Overall it was a great experience exhibiting under TDAP flagship lead by Commercial Consular Mr. Muhammad Ashraf and his devoted team. We have represented our country in many exhibitions round the globe but such a support including training session is rare, unique and useful. We sincerely thank and appreciate the arrangements made by our Commercial Consular and his devotion for this event. No one could have represented their country better than that.” – Shangrilla Pvt. Ltd

“The cooking of rice was not so good, can be improved with a better chef, I think that after Mr. Ashraf this job will not be handled as well as he handled it. Henna [Intern] did a very good job and I have best regards for all the embassy staff for showing they care for us” – Barkat Rice

“Timely decision of who is to participate, Engagement of participants to do some homework to have an idea of what they would like from the fair, A lunch/tea with amiable buyers after or during fair to be considered, A model of the PLMA event to be sent to TDAP in order for other Commercial Wings in Embassies to use as guidance” – ATC Processing

“A better location for our stall’’- Irfan Noman Bernas

“Bigger stalls, better booth location, and inviting trade visitors with pre-planned business match making meetings, networking space, internet facilities.”- Naurus

6. Observations & Recommendations • The selection of exhibitors in the food sector was very good. The presence of leading

rice exporters on the show floor provided a good marketing argument to attract the rice exporters to the Pakistan Pavilion. Similarly, the presence of large food brands like Shangrilla and Sundip-Naurus also made Pakistan’s presence impressive.

• According to the exhibitor feedback, tabulated above, 100% of the exhibitors found their trade fair participation useful and stated to participate again next year. It speaks of the high level of satisfaction of the exhibitors at the PLMA Fair.

• The non-food sector was under-represented. The only company selected to participate could not exhibit due to visa issues. The beauty instruments (manicure/pedicure sets) and cleaning products manufacturers can do considerable business in PLMA.

• The response from the buyers was fairly good. As the trade fair participation has a snowball effect, we must ensure not only a continuous participation in PLMA but also increase the size of national pavilion to represent our impressive production strengths as a private label supplier country. When specifically asked, all the exhibitors unanimously said that the size of Pakistan Pavilion should be increased at the PLMA Fair. The products recommended by the exhibitors for participation are: frozen foods, sports equipment, cutlery, salt products and medical equipment.

• There is more buyer traffic in the old halls in the food and non-food complexes as compared to the new hall. PLMA is a completely sold-out fair, running a waiting list for the new exhibitors for space allocation. After a prolonged effort and follow up, the

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fair organisers relocated our Pavilion from the Parkhal (where we used to exhibit in the past) to Amstelhal (one of the old halls). The new location, though still less than ideal, is considerably better than Parkhal. We have already filed a request to the fair organizers to move the Pakistan Pavilion further upwards in the direction of hall entrance. However, the possibility for relocation depends on the cancellation of space by the existing exhibitor(s) in the hall. A consistent follow up to the request will be maintained during the coming months.

• Due to the importance of the PLMA as a meeting point between the supermarket chains and the suppliers/exporters (from Pakistan), we need to increase (a) the pavilion size, and (b) the product coverage. It is recommended that we may select 25-30 exhibitors in the next edition of PLMA in May 2013, which may be further increased in the subsequent editions.

• We also need to broaden our exhibit range to include more products, which are in high demand at the PLMA fair. The product focus for our future participation may be as under:

o Food Sector § Rice – 10-15 exhibitors § Processed food (esp. sweets & candies, beverages, spreads, honey,

ketchup, spices, bakery products, ready meals etc.) – 5-10 exhibitors § Dates – 1-2 exhibitors

o Non-food Sector § Manicure & Pedicure sets manufactures – 2-3 exhibitors § Cleaning products (tissue papers, cleaning chemicals etc) – 2-3

exhibitors § Cosmetics – herbal cosmetics etc. § Kitchen textiles – 2-3 exhibitors

• One of the unique features of the PLMA is that the fair organizers provide, one month in advance, the list of the buyers who have pre-registered to visit the upcoming edition of the trade fair and those who visited the last edition of the fair. The list is provided to enable the exhibitors to contact the buyers in advance and to market their trade fair participation in the event. Though the trade mission made a full use of the list to market Pakistan Pavilion, the individual companies did very little marketing. We need to motivate the exhibitors to market their participation before coming to the fair.

• It is proposed that TDAP may invite applications for the upcoming edition of PLMA in late November 2012 with the applications deadline towards the end of December 2012 to provide ample reaction time to the potential exhibitors to apply for the fair. Moreover, regional and sub-regional offices of TDAP may be assigned the task to motivate the exporters of the relevant product categories in their respective areas of jurisdiction to apply for the PLMA Show.

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Annex-I

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Annex-I

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Annex-II

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Specifications for Stand Construction at Pakistan Pavilion

Name of Trade Fair: PLMA’s World of Private Label 2012

Project: Pakistani Pavilion organized by the Embassy of Pakistan (TDAP) at PLMA Fair 2012

Venue: RAI Exhibition Centre, Amsterdam, (The Netherlands)

Held On: May 22-23, 2012

Floor Plan: One and a half island marked in blue color in Amstelhal and one of the two units highlighted in Red in Deltahal (Annexure-I)

Stands Assignments: As in Annexure-II

General Requirements

Size of Pavilion: 117 sqm

No. of Exhibitor Stands: 10

No. of Office Stands (TDAP): One

Specifications of Each Exhibitor Stand Size of stand 3m x 3m Stand Type • Aluminium Octanorm (type) system

• Walls height 250 cm • 6 stands open on two sides (corner stands) • 4 stands open on one side • Flooring – Carpet in Rips quality • Lighting – one rail with min. 4 spotlights

Signage • Fascia (including spot light) on two sides of the corner stands and one side for the other stands

• PAKISTAN lettering vertically on the top green part of the glass cupboards (as in Picture 1 but with the modification that

Annex-III

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color of lettering will be white) Furniture & Accessories

• Two showcases/cupboards with spotlights and built-in glass shelves (as in Picture 1).

• 3 standard chairs • One round table (70cm diameter) • One lockable counter (size: 100x100x50cm) with one inside-

shelf • One waste bin

Specifications of Office (TDAP) Stand Size of stand 27 sqm including 9sqm storage & kitchen area Stand Type • Aluminium Octanorm (type) system

• Wooden flat back wall of 5m x 2.5m • Open on two sides • Walls height 250 cm • Flooring – Carpet in Rips quality • Lighting – three rails with min. 4 spotlights each

Signage • Fascia (including spot light) on two sides of the corner stands and one side for the linear stands

• PAKISTAN lettering vertically on the top green part of the glass cupboards (as in Picture 1 but with the modification that color of lettering will be white)

• List of all exhibitors printed on one panel Furniture & Accessories

• Two showcases/cupboards with spotlights and built-in glass shelves

• 6 upholstered chairs in grey colour • 2 round tables (70cm diameter) • Two lockable counters (size: 100x100x50cm) with one inside-

shelf • One waste bin

Storage & Kitchen Area

• A completely closed box of 9 sqm with lockable door • Octanorm system (aluminium) in 250 cm height with light grey

partition walls between and carpet flooring • Kitchen equipment: 1 kitchen unit (refrigerator, hot plates), 2

coffee machines, 2 water boilers, 3 thermos bottles, 2 shelves (100x30cm)

General Conditions The proposed quotation/proposal must also contain provision of following services:

• All costs for preparations, transport and mounting of the above-mentioned structures and equipment

• Entire construction of the stand, delivery and mounting of the equipment • All electric installations related to the stand construction (cables, sockets and lights) within the

stand itself • Two electric boxes of 15 Kwh each • Fixing graphics • Dismantling of the stand and removal of all stand materials from the fairground after the show

Annex-III

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• Cleaning the booth before the exhibition starts • Handover after reconciliation • Carpet laying and covering with foil until the handover day • Delivery and fixing the furniture • Permanently servicing all through the fair • Provision of 10% accessories and furniture as a backup • The pavilion organiser reserves the right to add or cancel upto10% of stand unit(s) till the day of

start of stand construction. The payment at the contracted per sqm rate will be made in case of addition of extra stand unit(s). In case of cancellation of extra stand unit(s) no payment will be made for the cancelled unit(s).

Note: all stand proposals must comply with the guidelines and terms and conditions of stand construction as set forth by the trade fair organiser. (Attached)

Submission Deadline

Please send your quotation/proposal in accordance with the above mentioned requirements with animated designs/graphics, either sign it and fax at 0031-70-3658474 or email a scanned copy at commercial@pakembassy.nl latest by 24th April, 2012.

Picture 1

Annex-III

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PLMA Product List

FOOD Bread, rolls, crisp bread, rusk Worcester and oriental sauces Pies, pastries Salsa, Mexican sauce Bakery snacks (savoury, sweet) Gravy, sauce mixes and other sauces Bread, pancake, waffle, cake and other baking mixes Salad dressings, vinegar, mayonnaise Baking ingredients and accessories Dips Sugar, artificial sweetener Cooking and frying fats Fruit drinks & juices Olive oil, cooking oil, other oils Bottled water, iced drinks (tea, coffee) Cooking wine Soft drinks, sport & isotonic drinks Spices & seasonings Other alcoholic drinks Mustard, ketchup, relishes Beer Pickles, olives, peppers, pimentos Wine Jams, marmalades Liquors, liqueurs Honey Coffee, cappuccino, cocoa Apple and pear syrup Tea Peanut butter, hazelnut spread, chocolate & fruit sprinkles Drink mixes Other bread spreads Non-dairy creamers Puddings, gelatin & mousse mix Cheeses, grated cheese, cheese spreads Chocolate syrup & toppings Milk, yoghurt, butter, margarine, eggs, other dairy items Ice cream cones Pasta, pizza Other desserts Dough, pies, pastries, breads Cereals, muesli Desserts, ice cream & ice lollies Pasta Prepared and ready meals Rice, couscous Meats & poultry, cold cuts (frozen & refrigerated) Ready meals Fish (frozen & refrigerated) Mexican & oriental foods Fruits, vegetables, potato products, fresh herbs Dry soup, bouillon, stock cubes Other frozen & refrigerated foods Dry dinner foods Pancakes, crepe Ready meals with meat Ready meals with meat Ready meals with fish Ready meals with fish Ready meals with pasta Ready meals with pasta Ready meals with rice Ready meals with rice Ready meals with potatoes Ready meals with potatoes Fruits, vegetables Chips Soups Popcorn Meats, poultry (shelf stable) Other salty and extruded snacks Fish (shelf stable) Nuts, seeds Potato products Fruit snacks, nutritional snacks Other shelfstable products Other snacks Infant formula Chocolate (also diabetic, dietetic) Baby food Seasonal, holiday candies Fresh cut salads Other candies Fresh fruits & vegetables Biscuits, waffles, cakes, madeleines Health and dietetic food Party-toast, party-crackers Organic food Tomato sauce, pasta sauces Soy products Fondue or barbecue sauce

Annex-IV

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PLMA Product List NON-FOOD Diapers, wipes Other dental care products Baby oils, powders, creams, shampoo Bandages, gauzes Baby accessories First aid accessories & treatments Feminine hygiene Dish detergents Pregnancy tests, contraceptives etc. Laundry detergents Incontinence products Household, kitchen cleansers & fresheners Sanitary towels Insecticide Tampons Toilet paper, kitchen rolls Refreshment wipes Paper, tissue products Internal & external remedies Plastic products Homeopathic remedies Foils & wraps Medicated wipes Pet food Tablets, gelcaps, capsules, powders Cat litter, sand, other pet accessories and supplies Liquids, creams, ointments Laundry care articles (baskets, clothes pegs, hangers) Vitamins Cookware & bakeware Nutritional and dietary supplements Tableware Shampoos, conditioners Food preparation, utensils & gadgets Sprays, gels Food storage Brushes, combs Small electrics Ethnic haircare Sponges, scouring sponges, brushes, brooms, wipes Hair growth products Wash leather, floor cloths, household gloves Hair accessories Other cleaning aids Hair colouring, permanents Storage/organisers (bins) Facial cleansers, masks Household textiles (pot holders, linen etc.) Lotions, gels, moisturizers Towels, covers Sun care products Lightbulbs, flashlights Bath sponges Charcoal, matches, parafin Skin care accessories Candles Makeup, nail polish Other houseware articles Cotton pads, balls, swabs Paint, decorating Cosmetic accessories Hand tools, power tools & accessories Perfumes and fragrances Tapes & adhesives Soap, oil, powder Auto care Deodorants, antiperspirants Lawn & garden (gardening tools, soil, fertilisers, flowers) Depilatories, waxes Other DIY products Razors, razor blades Stationery, home office supplies Shaving creams, lotions, aftershaves Gift wrap and seasonal decorations Moist towelettes (hand & face) Lighters, batteries Gift sets and other toiletries Tobacco & accessories Dental care CDs, DVDs, videos, cameras, computer accessories Eye care Games, puzzles, toys Ear care Other personal & leisure products Nasal care Shoes and accessories Foot care Bath robes, shawls Lip Care Other apparel/clothes & accessories Toothpaste Product testing, research, advertising, design, logistics Toothbrushes Flavours, fragrances, raw materials Dental floss Trade publications Mouthwash Packaging, bottles, containers, closures, labels

Annex-IV

30

Annex-V Pakistani Basmati Promotion Presentation

31

Annex-V

Pakistani Basmati Promotion Presentation

32

Annex-V Pakistani Basmati Promotion Presentation

33

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