Certificate

This is to certify that Latika Dewani has successfully completed her summer training project with us from 10/6/2012-31/7/2012 The title of the project is Role of trade fairs in trade promotion.

Authorized signatory (Name & designation)

ACKNOWLEDGEMENT
In preparing this training report, I am deeply indebted to various persons. I take it as occasion of pride to express my deep sense of gratitude to all those who had been the guiding spirits for me in this projects.

PREFACE Training constitutes an integral part of the management education program. To manage complex and sophisticated organisation in the rapidly changing environment, a manager is supposed to have an up-to-date knowledge of latest management tecniques. Practical knowledge is of utmost importance along with theoretical knowledge because classroom teaching can help in building a strong fundamental knowledge, which is the basis of practical happenings, but its actual practical applications unless executed, will never help in understanding the theoretical concepts, well and clear enough, so as to handle practical problems coming in future. In order to achieve practical, positive and concrete results, the classroom learning needs to be effectively wedded to the realities of the situation existing outside the classroom so as to develop complete managerial and administrative skills in potential managers. Hence, as an obligatory part of my BBA, I underwent 6 weeks summer training in Promotional strategies of ITPO in India, India Trade Promotion organisation (ITPO), New Delhi, a leading Government organisation responsible for managing and promoting trade both at home soil and overseas.

OBJECTIVE OF THE STUDY

1. To obtain and analyze the various trade promotion strategies of India Trade Promotion Organisation (ITPO). 2. To evaluate the outcome of these tools. 3. To analyze Indias image building in both domestic and international trade fairs.

INTRODUCTION

PROFILE ROLE OF ITPO OFFICES OBJECTIVES OF ITPO MAJOR ACTIVITIES OF ITPO EXHIBITON IN INDIA EXHIBITION OVERSEAS STRUCTURE OF ITPO PRAGATI MAIDAN

COMPANY PROFILE
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India Trade Promotion Organisation (ITPO) is the nodal agency of the Government of India for promoting the country's external trade. ITPO, during its existence of nearly three decades, in the form of Trade Fair Authority of India and Trade Development Authority, has played a proactive role in catalyzing trade, investment and technology transfer processes. Its promotional tools include organizing of fairs and exhibitions in India and abroad, Buyer-Seller Meets, Contact Promotion Programmes, Product Promotion Programmes, Promotion through Overseas Department Stores, Market Surveys and Information Dissemination.

CORPORATE INFORMATION -A PROFILE

ITPO provides a wide spectrum of services to trade and industry and acts as a catalyst for growth of India's trade. As the nodal agency of the Government, ITPO approves holding of international trade fairs in India and regulates holding of various expositions in India primarily to avoid any duplication of efforts while ensuring proper timing. It manages India's world class exhibition complex, which is constantly upgraded to keep it in a high standard of readiness. Spread over 123 acres of prime land in the heart of India's capital, New Delhi, Pragati Maidan offers 61,290 sq.mtrs. of covered exhibition space in 16 halls, besides 15,000 sq.mtrs. of open display area. The state-of-the-art exhibition halls have enhanced the appeal of Pragati Maidan as the ideal business center for an increasing number of fair organisers and business visitors from different parts of the world.

ROLE OF ITPO OFFICES

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REGIONAL OFFICES
India Trade Promotion Organisation's Regional Offices at Bangalore, Chennai, Kolkata, and Mumbai, through their respective profile of activities, ensure a well-attenuated trade promotion drive throughout the country. Significantly, ITPO has successfully completed setting up of a modern exhibition facility outside Delhi following the commissioning of the state-of-the-art Chennai Trade Center. Managed by Tamil Nadu Trade Promotion Organisation (TNTPO), a subsidiary of ITPO jointly set up with the Tamil Nadu Industrial development Corporation (TIDCO), the CTC addresses a long-felt need for a permanent and modern exhibition venue in the state which has emerged as a hub of traderelated activities. Fittingly, the Center opened its innings with the India International Leather Fair, one of the most Prestigious events in ITPO's annual calendar and probably the biggest show of its kind in the continent. A similar joint initiative of ITPO and the Karnataka State Industrial Development Board has also completed a regional exhibition complex at Bangalore. Annexure: List of ITPO offices in India

OBJECTIVES
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Missions
To strive to be the pre-eminent trade promotion organisation of India and as such to promote, facilitate, encourage and coordinate various activities and programmes which would enhance India's share in international trade and contribute in maximizing the country's foreign exchange earnings through the instrument of trade in goods and services.

Corporate Objectives of ITPO are:

1. To organize participation in International trade exclusive Indian trade related exhibitions abroad. 2. To organize international & national trade fairs in India. 3. To organize trade development and promotion through Specialized programmes such as Buer-Seller Meets, Contact Promotion Programmes, visits of Business Delegations etc. 4. To encourage and involve small and medium scale enterprises in export promotion efforts. 5. To provide trade promotion services on modern lines. and trade fair related information fairs &

6. To conduct in-house and need based research on trade and export promotion. 7. To disseminate trade information.

In furtherance of the above, the strategy during the year would specifically focus on the following:
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1. To create modern infrastructure for dissemination of Trade information. 2. To focus on human resource development for developing Professional skills. 3. To develop tools for system improvement to enable ITPO become a premier trade promotion organization.

MAJOR ACTIVITIES AND SERVICES OF ITPO Managing the extensive trade fair complex, Pragati Maidan in the heart of Delhi. Organising various trade fairs and exhibitions at its exhibition complex in Pragati Maidan and other centers in India. Facilitating the use of Pragati Maidan for holding of trade fairs and exhibitions by other fair organizers both from India and abroad. Timely and efficient services to overseas buyers. Establishing durable contacts between Indian suppliers and overseas buyers. Organising Buyer-Seller Meets and other exclusive India shows with a view to bringing buyers and sellers together. Participating in overseas trade fairs and exhibitions. Organising seminars/conferences/workshops on traderelated Subjects. Encouraging small and medium scale units in export promotion efforts. Conducting in-house and need-based research on trade and export promotion. Enlisting the involvement and support of the State Governments in India for promotion of India's foreign trade. Trade information services through electronic accessibility at Business Information Centre.

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Exhibitions in India ITPO's exhibitions at New Delhi and in other parts of the country effectively mirror the latest developments in various sectors of industry and cater to both export and import requirements. The events that have, over the years, developed an institutionalized character include International Security Exhibition, Aahar (Food Expo), Delhi International Leather Fair, Tex-Styles India, the India International Trade Fair, Nakshtra, Delhi Book Fair at Pragati Maidan, the India International Leather Fair (at Chennai) and International Leather Goods Fair (at Calcutta). These exhibitions enjoy tremendous industry support, both from the point of view of participation and visitor turnout from India and abroad. ITPO's magnum opus, the India International Trade Fair continued to be a major business attraction.

Exhibitions Overseas ITPO has a major programme of organising participation by Indian companies in over 35 international fairs in various parts of the world. These fairs offer exporters a platform to promote merchandise ranging from textiles and garments, leather goods, handlooms and handicrafts to engineering goods, hardware, hand and machine tools, electronic and computer items. Over the years, ITPO has regularly taken Indian products, technologies and services to more than 100 cities in different parts of the world. The identification and selection of overseas fairs is based on the opportunities that these exhibitions offer to Indian exporters. ITPO extends a variety of facilities to participants including market information, publicity and visitor promotion, design and display inputs, freight handling and clearing and insurance of cargo.

ITPO Logo History

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India Trade Promotion Organisation (ITPO) harks back to India's golden past while aspiring for a promising future. The ITPO emblem has been derived from an inscription on a gold coin belonging to the era of the ancient ruler, Samundragupta (circa 330-380 A.D.) symbolizing the zenith achieved in external trade. The vertical and horizontal strokes in the symbol represent life and prosperity. ITPO is, today, committed to continue the trend and recapture the excellence achieved by our forebears in the areas of trade and commerce. STRUCTURE OF THE ITPO: TRADE PROMOTION DIVISION ~ Domestic Fairs Department ~ Marketing Department ~ Foreign Fairs Department ~ Information & Computer Department ~ Publicity & Public Relations Department ADMINSTRATION, PERSONNEL & COMPANY AFFAIRS DIVISION FINANCE AND ACCOUNTS DIVISION ENGINEERING & TECHNICAL SERVICES DIVISION ~ Engineering Department ~ Architectural Department ~ Design & Display department PROTOCOL AND CULTURAL AFFAIRS DIVISION SECURITY DIVISION

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TRADE PROMOTION DIVISION

DOMESTIC FAIRS DEPARTMENT (DFD)

The Domestic Fairs Department (DFD) organizes all the ITPO's international and national Fairs in Pragati Maidan in New Delhi and ITPO's specialized Leather fairs in other parts of India.

MARKETING DEPARTMENT
The Marketing Department manages all matters related to the marketing of ITPO's permanent exhibition complex, Pragati Maidan in New Delhi to outside organizers of international and national fairs. It is also responsible for clearing of the holding of international fairs by outside organizers anywhere in India.

FOREIGN FAIRS DEPARTMENT (FFD)

The Foreign fairs Department provides comprehensive services for export promotion through the organization of exclusive Indian Trade Exhibitions and the coordination of India's participation in international trade fairs abroad.

INFORMATION & COMPUTER DEPARTMENT

This Department, comprising a Trade Information Centre, a Documentation Centre and a computer cell renders trade information services to the trading community in general and Associate/regular member in particular. The Department also provides information support to other departments of ITPO for implementing development activities.

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PRAGATI MAIDAN: THE EXHIBITION COMPLEX

Pragati Maidan, headquarters of the India Trade Promotion Organisation, located in the heart of New Delhi, is more than just the premier exhibition complex of India. True to the meaning of its name, Pragati Maidan stands for development and progress through trade. ITPO manages India's only world-class exhibition complex, which is being renovated, modernised and upgraded from time to time to keep it in a high standard of fair-worthiness. Spread over 123 acres of prime land in the very heart of India's capital and bustling megapolis, New Delhi, Pragati Maidan offers 62650 sq. meters of covered exhibition space in 16 halls besides 15,000 sq. meters of open display area. New halls have been added recently. These state-of-the-art exhibition halls have enhanced the appeal of Pragati Maidan as an ideal business proposition for an increasing number of fair organizers and business visitors from different parts of the world. In general, Pragati Maidan offers the kind of ambience that is conducive to an increasing variety of exhibitions featuring gigantic machinery and equipment to delicate exhibits like watches and jewellery having handle-with-care tags besides a whole range of precision engineering products. Every year as many as 80-100 exhibitions are organized at Pragati Maidan by ITPO and other agencies.

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RESEARCH METHODOLOGY

RESEARCH FRAMEWORK DATA COLLECTION METHODS

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RESEARCH FRAMEWORK The study I have done is the In-depth Analysis of INDIA TRADE PROMOTION ORGANISATION, as the nodal agency of government. The type of research method used in making the project report is Exploratory. This method is chosen because it emphasizes on discovery of ideas and insights. It makes the analyst completely familiar with the problem. It formulates a problem for more precise investigation or developing hypotheses. Exploratory research seeks to discover new relationships. The research is undertaken to develop some specific hypothesis relative to possible actions. Hypotheses are tentative answers to questions that serve as guidelines for most research projects. They are derived from previous studies or drawn from new ideas. Exploratory research is therefore undertaken to develop some specific hypotheses to possible answers. This type of research can be implemented in the following three ways: Study of secondary data Survey of knowledgeable persons- questionnaires

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METHODS USED UNDER THE STUDY

1. STUDY OF SECONDARY DATA The quickest and the most economical way for researchers to find possible hypotheses is to take advantage of the work of others and utilize their own earlier efforts. These sources are often maintained in company libraries public libraries, newspapers and government documents. Here a researchers can scan a large volume of published and even unpublished data in a relatively short period of time.

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FINDINGS AND ANALYSIS

TYPES OF FAIRS

DOMESTIC FAIRS INTERNATIONAL FAIRS OTHERS

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FAIRS

DOMESTIC

FAIRS
PRODUCT SPECIFIC

INTERNATIONAL FAIRS

THIRD PARTY FAIRS

PRODUCT SPECIFIC

COUNTRY SPECIFIC

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FAIRS: The fair is an index of Indias manifold exploits, which is depict ed in a range of quality products and technologies displayed at the Pragati Maidan. The Fair has brought India closer to other countries in establishing closer contacts between the trading communities, Governmental organizations and premier institutions. Various kinds of industries take part in fair in an effort to boost their sales & promotions.

DOMESTIC FAIRS: These include those fairs, which are organized by ITPO in India. These fairs provides opportunity to both Indian and overseas exhibitors to participate and increase their sales & promotions. These fairs can be categorized into two categories: 1. Product specific fairs (Aahar, Delhi Book Fair, Leather Fairs) 2. General Fairs (IITF)

THIRD PARTY FAIRS: These are those fairs, which are organized by third party i.e. Other Agencies at Pragati Maidan. ITPO sells their space to other agencies and let them organize their events in Pragati Maidan. ITPO provides many services to outside organizers as per their requirements.

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For example. INFRA-EDUCA FAIR organised by Friendz Events & Promotions Pvt. Ltd. or INDIA INTL. GARMENT FAIR- organized by Apparel Export Promotion council. INTERNATIONAL FAIRS These are those fairs which are organized by ITPO Abroad. ITPO helps the Indian exporters to participate in overseas fairs/exhibition in various parts of the world. These events or fairs offer ideal for a to exporters of merchandise, ranging from textiles and garments, leather goods, handlooms and handicrafts to engineering goods, hardware, hand and machine tools, electronic and computer items to reinforce their access to global markets. These fairs can be categorized into two1. Product specific 2. Country specific PRODUCT SPECIFIC FAIRS are those fairs, which are organized by ITPO, show a broad range of a one product, in various countries. For example: AAPEX 2003, LAS VEGAS (USA): Auto Parts IMPORT SHOP, BERLIN (GERMANY): Apparels and accessories COUNTRY SPECIFIC FAIRS are those fairs, which are organized by ITPO, show a various products of a particular country. For example: BAGHDAD INTL.FAIR, BAGHDAD (IRAQ) INDIAN TRADE EXHIBITION, KUALA LUMPUR (MALAYSIA)

OTHER FAIRS:
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 GENERAL FAIRS- These fairs includes attraction for the traders and consumers both. In these fairs very often various countries participate and show a very broad range of goods and cultural displays. CONSUMER FAIRS- These fairs are like ideal home exhibition in England induces consumer to visit. MAJOR TRADE FAIRS- These fairs are highly specialized fairs such as in England, IEA- the instrument, electronics and automation exhibition. MINOR TRADE FAIRS- These fairs are like Toy fair in England or Baby fair or men and Boys exhibition etc. They attract mostly retailers. SOLO EXHIBITIONS- This would be an exhibition where a country takes a theme and groups together a number of people in that particular field and runs an exhibition under its own steam. It takes an exhibition hall or a hotel room and promotes the show as its own national. SINGLE-CO EXHIBITIONS- These are those fairs where a company whether on its own or government sponsored, takes an exhibition and shows its goods to the people it wants to sell to, whether they are the consumers or are from trade or industry.

Annexure: List of events organized by ITPO in India List of events organized by other agencies in Pragati maidan List of events organised by ITPO overseas

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PROMOTION STRATEGIES OF ITPO

EXHIBITOR PROMOTION VISITOR PROMOTION PRESS RELATION FAIR CATALOUGE CONFERENCES AND SEMINARS INAUGURAL DAY PROTOCOL

PROMOTIONAL STRATEGIES
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Promotion has a very communicate information customers facilitating the coupons, in store games

little meaning in marketing. It is used to about goods and services to target market exchange process. It refers to the things like and other techniques to push sales.

Promotion plays an important role in informing, educating, persuading and reminding customer. The role of promotion is very important in services. It is given more importance because of high degree of intangibility. Promotion is used as there is no physical product or packaging to attract the attention of the potential customers. Promotion is used as tool of communication informing customers about services to target market. It facilitates the exchange process. Effective communications are needed to inform customers about their role in the service delivery process. Promotion is playing a major role in service marketing today. Regarding promotional strategies of ITPO, they basically promote trade in India and overseas through trade fairs. ITPO uses various promotional tools such as advertising, personal selling, publicity, direct marketing and sales promotion, in promoting trade through trade fairs in India. ITPO organize various fairs in Pragati maidan and in other parts of the country. ITPO give advertisement about the fairs being organised by them in the daily newspapers and magazines. ITPO provides information related to the current trend in the market to various exporters, importers or traders and also helps the Indian exporters to participate in overseas fairs. ITPO is basically a service organization so they do not have any product to sell to their customers. They just sell their space (Pragati maidan halls) to the other agencies to organize their fairs and provide various facilities according to their requirement. Trade fair provide a common platform that bridges the gap between the buyers and sellers. ITPO organize various fairs and undertake various promotional activities in relation to these fairs. ITPO charges very nominal fee from exhibitors to participate in various fairs organized by them.
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EXHIBITOR PROMOTION: Like most of the commodities or services, a fair has to be sold. The fair authority has to determine a strategy for attracting exhibitors and a reasonable pricing policy for space and facilities. The project director is responsible for identifying the audience profile and established its buying power. Only when these are known he is able to match the exhibitors to the profile. This information is his chief instrument in persuading potential exhibitors to participate. Marketing strategies and advertisement and public relation campaigns have to be carefully carried out. Planning must begin at least one year before the event is scheduled to be held and great efforts must be directed towards discovering new trends and, most important, towards predicting what the situation will be like in the next years time. Once the research has been completed and the results analyzed an overall marketing campaign must be devised. It is at this point of time that the fair authority plans its advertising campaign and makes the first announcements about the event. List of potential exhibitors are carefully drawn up. Direct contact between the fair authority and potential exhibitors play an important part in attracting participants, but they are, of necessity, limited to a restricted no of prospects. The approach to other, carefully chosen target group is through direct mail. A direct-mail programme can necessitate the posting of thousands of letters, multilingual leaflets, invitation tickets and postage-paid reply cards. It covers individuals industrialists, chambers of commerce, professional bodies, trade commissions and associations and information offices. The letter or leaflet, which is prepared by the publicity department, should include the following information: o Name, type and purpose of fair o Venue and dates o Name of organizers and their experience in conducting fairs
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o Why it is in the prospective exhibitors interest to participate o Area and layout of fair center; utilities o Cost of space and specific nature of equipment and services included o Promotional support offered, including advertising o Insurance coverage needed o Special concession offered o Conference room facilities o Press coverage expected o Closing date for receipt of applications for space When the fair is a recurring event, facts and figures on previous performance should be included: number of exhibitors and visitors, area rented and overall results. On the basis of this information, many firms will decide whether or not to buy space. In addition to this list and detail of foreign firms expected to participate and the possibilities of constructive discussions with their representatives should be given. The contract between the fair authority and the exhibitor must be easy to understand, especially from participants abroad.

Successful exhibiting: It is important that the fair authority develops and maintains a good working relationship with the exhibitors. Successful exhibition requires successful exhibitors. The fair authority can also promote the interest of exhibitors by organizing luncheons, receptions, cocktail parties and other form of hospitality at which they can meet other exhibitors, visiting industrialists and buyers, government officials and the press. Finally, it is sound practice on the part of the authority to invite exhibitors to participate in subsequent fairs and to ask for their space requirements before the close of the event in progress.

VISITOR PROMOTION:
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Visitor promotion is most important aspect of the fair promotion. If the fair authority fails to provide the audience, which the exhibitor expects, the event will fail to achieve its objectives. The departments responsible for visitor promotion must be therefore identify very accurately its audience and make sure that it attends. The printed invitations are distributed to the committed exhibitors who in turn send them to prospective customers, clients and others whom they would like to have visit their stand. It should also concentrate on promoting group attendance. Missions composed of foreign buyers are of particular importance to a country like India developing its export potential. The representative bodies of importers, users of domestic produce and manufacturers are informed of the event and encouraged to attend. When a fair is open to general public and tickets are being offered on sale basis, extensive advertising is necessary. Advertisements are given in daily press for some time before the event and eye-catching posters and banners displayed in prominent places. Students and school children are encouraged to visit the fairs. Inaugural advertisement will be given in three-newspaper and visitor promotion advertisement in four newspapers. Bus panels will also be displayed for visitor promotion. The event will also be publicize through their offices located outside India as part of their visitor promotion campaign. They also arrange seminars and workshops.

PRESS RELATION: Responsible fair authorities are aware of the importance of good relationship with the press. One of the main function of the publicity department is to work closely with the press on a year round basis. The division must keep editors and reporters supplied with press releases, provisional list of exhibitors, photographs and whatever else they may need in order to keep their readers well informed.

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The prime objective of publications is to promote trade awareness and thus promote trade in India. It is proposed that an abridged version, of the newsletters published by ITPO, be made available on the Portal. There are two newsletters published by ITPO: "Indian Export Bulletin" which is a weekly publication. "Pragati India" which promotes countries. Indias trade with Latin American

Press releases should be distributed at regular intervals during the fair. Reporters and journalists are free to go where they please; they should not gain the impression that the fair authority is showing them only that which it wants them to see. Visitors attendance can be boosted by continuous reports of the event in progress. Concentrated press coverage at the beginning of the event can serve to remind prospective visitors that the fair has opened and to highlight the most important exhibits. Broadcasting media should also be kept informed, as fairs often lend themselves to good television presentation, and advance knowledge is necessary in order to plan live transmissions. FAIR CATALOUGE: The catalogue is most important pieces of promotional material produced by the publicity department. It can provide most persuasive reason for attending the fairs. It should distribute to the press together with releases about the event, as background material for articles as a factual reference. The catalogue should be printed in a small format and in sufficient number for mailing purpose and to ensure that all exhibitors and visitors of consequences receive one.

CONFERENCES AND SEMINARS:

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The fair authority can achieve much in way of highlighting the theme of the event by coordinating or organizing simultaneously conferences and seminars on the same or relative themes. Such conferences or seminars lend prestige to an event and generate additional publicity. It is not unusual for the fair authorities to bear all or part of the cost of such programmes, but not until after they have weighed the expenses against possible benefits.

INAUGRAL DAY PROTOCOL: When the fair is product specific or the accent is on the industry, the official opening or inauguration is usually performed by the minister for industry of India. When it is more general fair i.e. multi product show, however designed to portray various sector of economy, the Head of states should do the honour. Invitation to the opening of a large fair are sent to members of the local diplomatic corps, officials of appropriate ministries, representatives of international fair promotional organization and chambers of industry, senior figures from the host municipality, and heads of trade unions, associations and professional bodies associated with the theme of the fair. It is the good policy to invite the public figures from the countries that have close political, trading or other ties with the India. Such visits can do much to form a strong political and commercial tie between India and other countries. They also add prestige to the event and guarantee additional press coverage.

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CONCLUSION

Trade fairs, can be defined in a unified manner as sophisticated platform for conducting business on a national and international scale. It is more than just a marketing tool as the entire marketplace is at your fingertips. As a source of market information they fulfill your needs in a centralized way. They provide an excellent opportunity to assess opinions from clients and determine market potential, conduct research and evaluate competition, develop commercial structures by identifying new agents and distributors, and initiating joint ventures and project partnerships

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