MARKET RESEARCH FOR PRODUCT-MARKET SELECTION FOR TRADE FAIR PARTICIPATION

1. Kuldeep Sharma June 20,2012 MARKET RESEARCH FOR PRODUCT-MARKET SELECTION FOR TRADE FAIR PARTICIPATION M R for PRODUCT - MARKET SELECTION FOR A TRADEFAIR

2. Regional Trade Promotion ITC South-South Approach Ent-erpriseSlctn Follow- up Prod SelectWkshp Supply DemandSurveys TFA BSM Product Market Enterprise M R for PRODUCT - MARKET SELECTION FOR A TRADEFAIR

3. TFA Methodology • Identification of products with potential for intra-regional trade potential • Reveals complementary products – those that are exported from some of the countries to the rest of the world and imported from the rest of the world • Indicative export potential: MIN (Exports to the world, Imports from the world) M R for PRODUCT - MARKET SELECTION FOR A TRADEFAIR

4. TFA Methodology (I) Static Matrix M R for PRODUCT - MARKET SELECTION FOR A TRADEFAIR

5. TFA Methodology (III) Dynamic Matrix M R for PRODUCT - MARKET SELECTION FOR A TRADEFAIR

6. Market & Product Mix Analysis • Sale promotion • New market penetration • New product/service development • New Business Present products/services Present Market X Present Products/Services New Market X New Products/Services Present Market X New Products/Services New Market X M R for PRODUCT - MARKET SELECTION FOR A TRADEFAIR

7. Supply / Demand Surveys • Overview of the sector • Production • Export • Import • Domestic market • Investment • Regulations • Market Access Requirements • Market prospects • SWOT • Company data • Traded products • Econ activity per prod • Domestic vs export • Infrastructure • Technology • Standards • Sourcing • Packaging • Shipping • Etc. M R for PRODUCT - MARKET SELECTION FOR A TRADEFAIR

8. SME GAPs Regional requirements GAPS SELECTION Global requirements BEING FILLED UP BY BMO SME COMPETENCE COMPETITIVENESS GAPS BEING FILLED UP BY BMO ASSESSMENT + EMP M R for PRODUCT - MARKET SELECTION FOR A TRADEFAIR

9. 3T Technical Advisory Tools Training Selection Establishing Gaps Handholding to bridge gaps M R for PRODUCT - MARKET SELECTION FOR A TRADEFAIR

10. Handholding • Market Entry Strategy • Export Quality • Export Finance • Export Packaging • Supply Chain Management • Human Resource management M R for PRODUCT - MARKET SELECTION FOR A TRADEFAIR

11. High Salesperson Advertisement (Newspaper, magazine, journal, directories, TV, radio) Trade fair/mission Cost Direct mail (Mail, email, telephone) Internet (Homepage/portal) Low Narrow Target customers Wide Various trade promotion tools:Cost and target Source: Modified from Japan Finance Corporation (2008) M R for PRODUCT - MARKET SELECTION FOR A TRADEFAIR

12. German Foreign Trade Fair Programme M R for PRODUCT - MARKET SELECTION FOR A TRADEFAIR

13. German Trade Fair Quality Abroad M R for PRODUCT - MARKET SELECTION FOR A TRADEFAIR

14. Selected functions of trade fairs • Trade fairs offer market concentration reflecting selected markets • Trade fairs are an experience appeal to all human senses • Trade fairs guarantee and increase the transparency of the market • Trade fairs open up new markets • Trade fairs enable a direct comparison of price and performance • Trade fairs encourage an intensive exchange of information M R for PRODUCT - MARKET SELECTION FOR A TRADEFAIR

15. Participation in a trade fair as part of the marketing mix trade fair participation M R for PRODUCT - MARKET SELECTION FOR A TRADEFAIR

16. Communication mix • public relations • advertising • personal contact • sales promotion • market research • corporate design M R for PRODUCT - MARKET SELECTION FOR A TRADEFAIR

17. Price and conditions mix • price • credit • discount • payment • service M R for PRODUCT - MARKET SELECTION FOR A TRADEFAIR

18. Distributions mix • sales organization • distribution channels • storage • transport M R for PRODUCT - MARKET SELECTION FOR A TRADEFAIR

19. Product mix • product quality • product range • brand • product design M R for PRODUCT - MARKET SELECTION FOR A TRADEFAIR

20. Information behavior of trade fair visitors M R for PRODUCT - MARKET SELECTION FOR A TRADEFAIR

21. Selection criteria • your situation and participation aims fit in with the theme of the trade fair • representative range of goods on offer • your customer groups will be reached • new target groups will be attracted M R for PRODUCT - MARKET SELECTION FOR A TRADEFAIR

22. Selection of suitable Trade Fairs • analysis of trade fair landscape • themes • titles • target groups • regional scope • own aims • pre-selection • visit M R for PRODUCT - MARKET SELECTION FOR A TRADEFAIR

23. Sources of information • dates, product groups, statistics • AUMA_Messe Guide Deutschland • AUMA_Foreign Trade Fair Programme • AUMA German Trade Fair Quality Abroad • FKM-Report • Trade Fair Company/Organizer • www.auma.de • additional sources of information • Chambers of Industry and Commerce • Chambers of Industrial Crafts • Trade Associations • German Chambers of Commerce abroad M R for PRODUCT - MARKET SELECTION FOR A TRADEFAIR

24. Kuldeep SharmaJune 20,2012 MARKET RESEARCH AT TRADE FAIRS M R for PRODUCT - MARKET SELECTION FOR A TRADEFAIR

25. THINK BEFORE YOU ACT • Markets • Industry Catchments • Buyers Catchments • Events M R for PRODUCT - MARKET SELECTION FOR A TRADEFAIR

26. Using Trade Fairs for Market Research • What’s it all about? • Company image • Product trends • Distribution trends • Market segmentation • Market positioning • Wrong place, wrong data, wrong market analysis! M R for PRODUCT - MARKET SELECTION FOR A TRADEFAIR

27. Suitability for Market Research? • Shortlist of fairs • Exhibition calendar • Competition participations • Market leaders present? • industry associations active? • Trade promotion organizations present? • But first of all desk research: M R for PRODUCT - MARKET SELECTION FOR A TRADEFAIR

28. Web-enabled data collection! • Visit the web sites of the most prominent International Trade Fairs • Trend reports & press releases Example: http://www.imm-cologne.com/press/press_information.php M R for PRODUCT - MARKET SELECTION FOR A TRADEFAIR

29. Analyze the Fair concept PRODUCTS EXHIBITORS VISITORS M R for PRODUCT - MARKET SELECTION FOR A TRADEFAIR

30. The Fair concept analyzed PRODUCTS • Products • Assortments in fair program • Number of competitors • Number of local manufacturers • Sectoral division • Service providers present (distribution) M R for PRODUCT - MARKET SELECTION FOR A TRADEFAIR

31. The Fair concept analyzed EXHIBITORS • Exhibitors • Sorts • Importance • Number • Origin • Manufacturers or traders • Competitors • New developments: follow the leaders? M R for PRODUCT - MARKET SELECTION FOR A TRADEFAIR

32. The Fair concept analyzed VISITORS • Visitors • Sorts • Importance/position/function • Number • Origin • Manufacturers or traders or subcontractors • Competitors • Track record: get testimonials from organizer M R for PRODUCT - MARKET SELECTION FOR A TRADEFAIR

33. Research Objectives List your objectives for today’s visit • Best location • Best presentation ( outside) • Best presentation (inside) • Best assortments • Best behavior of sales personnels • Best pricing policy • Best service guaranties • Best value offerings • Best branding M R for PRODUCT - MARKET SELECTION FOR A TRADEFAIR