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

Regional Trade Promotion TFA Supply Demand Surveys BSM Follow - up Prod Select Wkshp Ent- erprise Slctn ITC South-South Approach Product Market Enterprise M R for PRODUCT - MARKET SELECTION FOR A TRADEFAIR 2

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) ProductCurrent tradeIndicative export potential Exports to the world Imports from the world Computer Data Storage Units $0.6mln$124mln $674mln. M R for PRODUCT - MARKET SELECTION FOR A TRADEFAIR 3

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

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

6 Market & Product Mix Analysis  Sale promotion  New market penetration  New product/service development  New Business Present products/servicesPresent Market X New Products/ServicesNew Market X New Products/ServicesPresent Market X Present Products/ServicesNew Market X M R for PRODUCT - MARKET SELECTION FOR A TRADEFAIR

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 7

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

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

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 10

11 Various trade promotion tools: Cost and target High Cost Low Salesperson Advertisement (Newspaper, magazine, journal, directories, TV, radio) Direct mail (Mail, , telephone) Internet (Homepage/portal) Wide Target customers Narrow Trade fair/mission 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 – 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

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

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

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! 26 M R for PRODUCT - MARKET SELECTION FOR A TRADEFAIR

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: 27 M R for PRODUCT - MARKET SELECTION FOR A TRADEFAIR

Web-enabled data collection! Visit the web sites of the most prominent International Trade Fairs – Trend reports & press releases Example: 28 M R for PRODUCT - MARKET SELECTION FOR A TRADEFAIR

Analyze the Fair concept 29 M R for PRODUCT - MARKET SELECTION FOR A TRADEFAIR

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

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

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

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 33 M R for PRODUCT - MARKET SELECTION FOR A TRADEFAIR