How to Capture International Markets : INDIA www.tceb.or.th/EXHIBITION

1. How to Capture International Markets : INDIA
By Ms. Sheema Vohra
Representative - INDIA

2. Agenda
Economic Outlook- Trade Details
Exhibition Industry
SWOT
How to increase market share
Govt support .
TCEB initiatives & activities in 2009.
What Works – examples

3. 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

4. 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.

5. Economic Outlook (cont)
55% of India’s GDP
60% 55% comes from services.
50%
Citi Bank retains the
40% positive forecast for
30% 25% India at GDP growth of
20% 6.8% for 2009 and 5.5
20%
% for 2010.
10%
0% Goldman Sachs is also
positive and expects
s
al
re
ce
tr i
tu
the economy to grow
i
s
rv
ul
du
ri c
Se
between 6.5% and
In
Ag
5.8% in 2009-2010.

6. Trade details- Exports
Precious Stones Diamonds & Jewellery
Copper & Articles thereof Iron & Steel Products
Chemicals (mainly organic) Metal ores, Waste & Scrap
Medicinal & Pharmaceutical Electrical Machinery
Products & parts
Industrial Machinery Parts & Accessories of
Vehicles

7. Trade details – Imports
Electronic Goods Machinery
Plastic Material Transport Equipments
Iron & Steel Natural Rubber
Semi Precious Stones Organic Chemicals and
Petroleum products
Essential oils & cosmetics Metals and Commodities

8. 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

9. Exhibition Industry

10. Visitors
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.

11. 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.

12. 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.

13. Industry Segments- City Priority
Priority by Cities
Garment & Textile, IT & Electronics,
1st Delhi Visitor industry Telecom,
Exhibitor industry do
Jewellery, Gems & Diamond, Food, Sea
Food, Plastic, Industrial Machinery, IT,
2nd Mumbai Visitor industry 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

14. 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
Düsseldorf, Messe Munchen, DMG World Media,
Expomedia, IIR ( UK), Penwell, HQ Link
Singapore, Dubai World Trade Centre etc.

15. 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)

16. 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)

17. 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

18. Current Trends
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.

19. 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

20. 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)

21. 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.)

22. 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)

23. 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)

24. 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)

25. 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.

26. 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.

27. 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.

28. 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.

29. 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 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.

30. Market Development Assistance (MDA) Scheme
Sr. No Area/ Sector No. of Maximum Financial
Visits Ceiling per Event
1 Focus LAC 1 Rs. 180,000
2 Focus Africa 1 Rs. 150,000
3 Focus CIS 1 Rs. 150,000
4 Focus ASEAN + 2 1 Rs. 150,000
5 General Areas 1 Rs. 80,000*
TOTAL 5

31. 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.

32. 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.

33. 2009 Major Activities

34. Initiatives 2009
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.

35. 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.

36. 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 .

37. Thank
You…