GGSIPU

Research Report

Analysis of
Customer
Satisfaction in
India
International
trade fair

May 18

2015

ITPO provides a wide spectrum of services to trade and industry

and acts as a catalyst for growth of India's trade. 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.

Mayank Singh

Certificate
I, Mr. Mayank singh certify that the Summer Training Report (Paper Code MIB-201)
entitled Analysis of Customer Satisfaction in India International Leather Fair2013
Delhi is done by me and it is an authentic work carried out by me at ITPO, Pragati
Maidan New Delhi. The matter embodied in this Report has not been submitted earlier
for the award of any degree or diploma to the best of my knowledge and belief.

Signature of the Student:

Date:

Certified that the Summer Training Report (Paper Code MIB-201) entitledAnalysis of
Customer Satisfaction in India International Leather Fair2013 Delhi in done by
Ms. Shipra Singhal, Roll No. 0619114313, is completed under my guidance.

Signature of the Guide

Date:
Name of the Guide: Ms. Sandeepa
Kaur
Designation: Assistant Professor

Countersigned
Director/Project Coordinator

ACKNOWLEDGEMENT
I would like to express my deep gratitude to all those who helped and guided me throughout
the project. I am deeply indebted to Mr.....Name of director..... For giving me the opportunity
to work on this challenging project and for being the pillar of strength for me throughout my
project lifecycle. I wish to express my gratitude to Mr. ...Guide name...for his unmatched
guidance, valuable suggestions and for sharing his vast reservoir of knowledge and experience
during the entire life of project.
A very special thanks to all my team members, for giving me an excellent
environment to work in, without their support this module of mine would not have been a
success.

EXECUTIVE SUMMARY

The researcher has taken up the Internship Project on the topic on Analysis of
Customer Satisfaction in India International Leather Fair2013 Delhi organized at
ITPO, Pragati Maidan New Delhi.

Undertaking this project researchers theoretical knowledge about level of satisfaction

has been enlightened. The researcher used different parameters or variables to judge the
level of satisfaction of customers. The researcher worked at India Trade Promotion
Organization for 7 weeks where he grasps much knowledge about company as well as
how fair is organized. Involvement at trade shows creates many benefits for your
company in the marketing world. Here are ten reasons why your company should invest
in a trade show: Trade shows offer budget friendly solutions to market your brand and
sell your product. With a simple booth, some technological accessories and selling
charm, conventions offer simple, inexpensive ways to get your brand on the market. The
personal interaction offered at trade shows allows you to establish a direct, more effective
relationship with your client. This relationship is valuable in the future as you maintain a
connection, thrive off of their business and network through other clients. You can
establish a client base through business cards or compiling email lists. A one time
meeting at a show could result in year round marketing for you and your client.
Personally handing out brochures, verbally explaining the product and offering
promotional products increases customer awareness about your company. This awareness
could last all year if you continue promotional contact and maintain a client relationship.

CHAPTER-1
PROFILE OF THE COMPANY
1.1 Introduction of The Organisation:
INDIA TRADE PROMOTION ORGANISATION
ITPO, the premier trade promotion agency of the Ministry of Commerce & Industry,
Govt. of India is committed to showcase excellence achieved by the country in diverse
fields especially trade and commerce.

ITPO has an extensive infrastructure as well as marketing and information facilities that
are availed by both exporters and importers. ITPO's overseas offices assist buyers seeking
information relating to sourcing products from India. ITPO's overseas offices at New
York, Frankfurt, Tokyo" Moscow and Sao Paulo are pursuing opportunities for
enhancement of India's trade and investment.

ITPO manages India's only world class exhibition complex which is being renovated,
modernized and upgraded from time to time to keep it in a high standard of fairworthiness. Spread over 149 acres of prime land in the very heart of India's capital and
bustling mega polis, New Delhi, Pragati Maidan offers 62650 sq. meters of covered
exhibition space in 17 halls besides 10,000 sq. meters of open display area. New halls
have been added recently. ITPO has an extensive infrastructure as well as marketing and
information facilities that are availed by both exporters and importers.

Name of the organization

India Trade Promotion Of Organization

Address

Pragati Bhawan, Pragati Maidan, New Delhi-110001

Tele fax

91-11-23371492, 23371493

Telephone

91-11-23371540 (EPABX)

Website

http://www.indiatradefair.com

E-mail

info@itpo.gov.in

Type

Government Organization.

Industry

Services Industry(Trade promotion)

Headquarter

Delhi

Regional Offices

a) MUMBAI
b) BANGALORE
c) KOLKATA
d) CHENNAI

Logo of organization

Table no.1.1: Details of ITPO

1.2 NATURE OF THE ORGANIZATION

ITPO provides a wide spectrum of services to trade and industry and acts as a catalyst for
growth of India's trade. 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 149
acres of prime land in the heart of India's capital, New Delhi, Pragati Maidan offers about
61,290 sq. mtrs. of covered exhibition space in 16 halls, besides 10,000 sq. mtrs. of open
display area. The state-of-the-art exhibition halls have enhanced the appeal of Pragati
Maidan as the ideal center for an increasing number of fair organizers and business
visitors from different parts of the world.

The Chennai Trade Centre which addresses a long-felt need for a permanent and modern
exhibition venue in Tamil Nadu has already emerged as a hub of trade-related activities
in the region. During the year 2006-07, CTC hosted 49 trade fairs and 85 conventions
related programmers.

Likewise, the formal commissioning of the Trade Centre Bangalore (TCB), at Whitefield
on September 20, 2004 as a joint initiative of TPO and the Karnataka State Industrial
Area Development Board, is the harbinger of an added impetus to trade promotion
through fairs, exhibitions and associated activities of the State and Southern region.
During 2006-07, TCB hosted 21 trade-related events.

On the advice of Department of Commerce, ITPO has been coordinating the construction
of an exhibition-cum-trade complex 'North East Trade Centre' at Sarusajai, Guwahati
under 'Assistance to Sates for Developing Export Infrastructure and Allied Activities
(ASIDE)' Scheme, for facilitating trade in North-Eastern States. Spread over an area of
10 acres on the NH-37; the constructed exhibition complex under Phase-I of
development, consists of three fully air-conditioned halls of 800 sq.mtrs. each entrance
lobby and plaza, mini convention-cum-conference room in a total plinth area of 8,700 sq.
mtrs.

ITPO is also providing assistance to State Governments in setting up Regional Trade

Promotion Centers (RTPC) in various State's Capital and major cities. Initiatives have
been taken by ITPO for establishing Trade Fair Complexes and Convention Centers at
Kolkata (West Bengal), Bhopal (Madhya Pradesh) and Sri nagar (Jammu & Kashmir), in
close

association

by

the

State

Governments

and

Industrial

Development

Corporations/Boards of these States.

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 has an extensive
infrastructure as well as marketing and information facilities that are availed by both
exporters and importers. ITPO's overseas offices assist buyers seeking information
relating to sourcing products from India.

1.3 Companys Vision & Mission

1.3.1 Mission

To strive to be the pre-eminent trade promotion organization of India and as such to

promote, facilitate, encourage and coordinate various activities and programmers 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.

a) Corporate Objectives of ITPO are:

i.

To organize and participation in international trade fair & exclusive Indian

trade related exhibitions abroad.

ii.

To organize international & national trade fairs in India.

iii.

To organize trade development and promotion through specialized

programmes such as buyer-seller meets contact promotion programmes,
promotion through department Stores, exchange of business delegation etc.

iv.

To assist the technically competent unit in product development & adaptation.

v.

To coordinate programmers of trade delegation.

vi.

To encourage and involve medium scale & small scale industrial units in
export promotion efforts.

vii.

To provide trade promotion and trade fair related information services on

modern lines.

viii.

To conduct in-house and need based research on trade and export promotion.

ix.

To enlist the involvement and support of the state government in the

promotion of Indias foreign trade.

x.

To promote establishment of facilities for holding trade fairs in state capitals

or other suitable locations, wherever possible, in consultation with state
government concerned.

xi.

To disseminate trade information.

1.3.2 Vision
In furtherance of above, the strategy during the year would specifically focus on the
following:
i.

To create modern infrastructure for dissemination of trade information.

ii.

To focus on human resource development for developing professional skills.

iii.

To organize export promotion seminars in the regional centers in the country.

iv.

To develop tools for system improvement to enable ITPO become a premier

trade promotion organization.

10

1.4 Product Range Of The Organization

Engineering items
S.NO Product group

code

Automotive Ancillaries & Accessories

01

Bi-cycle Components & Accessories

02

Builders' Hardware

03

Castings

04

Industrial Machinery & Parts

05

Diesel Engines

06

Electronic Equipments & Components

07

Electrical Equipment & Accessories

08

Forgings

09

10

Fluid Systems

10

11

Hand Tools & Garden Tools

11

12

Industrial Fasteners

12

13

Medical Instruments

13

14

Machine Tools & Accessories.

14

15

Mopeds & Motorcycles

15

16

Sewing Machines

16

17

Agricultural Machinery

17

18

Computer Software & Hardware

18

Table no. 1.2 Product Range of the organization

11

The Main Activities & Services of ITPO are as follows:i.

Managing the extensive trade fair complex, Pragati Maidan in the heart of
Delhi.

ii.

Organizing various trade fairs and exhibitions at its exhibition complex in

Pragati

iii.

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.

iv.

Timely and efficient services to overseas buyers in vendor identification,

drawing itineraries, fixing appointments and even accompanying them where
required.

v.

Assisting Indian companies in product development and adaptation to meet

buyers requirements.

vi.

Organizing Buyer-Seller Meets and other exclusive India shows with a view to
bringing buyers and sellers together.

vii.

Organizing India Promotions with Department Stores and Mail Order Houses
abroad.

viii.

Encouraging small and medium scale units in export promotion efforts.

ix.

Conducting in-house and need-based research on trade and export promotion.

x.

Enlisting the involvement and support of the State Governments in India for
promotion of India's foreign trade.

xi.

Trade information services through electronic accessibility at Business

Information Centre.

12

1.5 Size of ITPO

The number of employees in year of 2010-11 was 930 where the net income was 1640.8
(million) and revenue was 775.7. As per increases in no of employees year of 2011-12
was 989 and net income was 1830.3 (million) and revenue was 3365.8 .In the year of
2012-2013 Net income increase to 1830.3 (million) in year of 2012-13 the no. of
employees was 1054 and the revenue was 3737.9.
In ITPO, the no. Of employees for the year

Year

No. Of Employees

2010-11

930

2011-12

989

2012-13

1054

Table no.1.3 Manpower in ITPO

13

1.6 Organisational Structure of the Company

Chairperson & Managing
Director
Smt .Rita Menon

Executive Director
Shri Malay Shrivastava

General Manager
Shri Vikram
Sahgal
Deputy General
Manager
Shri Abhijit Basu

General Manager
Shri Dalel Singh

General Manager
Shri S.K Sharma

Deputy General
Manager
Shri S.M.Lodha

Deputy General
Manager
Shri D.S.Rawat

General Manager
Shri Arun Chandra

Deputy General
Manager
Shri Y.K.Sharma

Manager
Shri Hitesh Sethi

Deputy Manager
Shri Anoop Kumar

Deputy
Manager
Shri Azam Khan

Deputy
Manager
Shri S.U.Siddiqi

Fig 1.1 Organization Structure Of ITPO

14

Deputy Manager
Smt. Jasdeep
Kaur

1.7 Market share and Position of the organization

Present share of India and exhibitor industry is about Rs.1100 (crores) and it is going at
the rate of about 15% annually.

As an organizer ITPOS share in the trade and an industry in India is about 10%. As an
venue provider ITPOs share should be about 40%. About 600 exhibitions takes place out
of which about 100 exhibitions are organized in Pragati Maidan. In terms of number of
fairs held in Pragati Maidan has about 15-16% of the market share in India.

1.8 Present Leadership

Designation

Name of the Person

Chairperson & Managing

Director

Smt .Rita Menon

Executive Director

Shri Malay Shrivastava

General Manager

Shri S.K Sharma

Manager

Shri Hitesh Sethi

Deputy Manager

Shri S.U.Siddiqi

Table no.1.4 Present leadership of ITPO

15

1.9 Source of Data Collection

Data collection is a term used to describe a process of preparing and collecting data - for
example as part of a process improvement or similar project. The purpose of data
collection is to obtain information to keep on record, to make decisions about important
issues, to pass information on to others. Primarily, data is collected to provide
information regarding a specific topic.
i. Primary sources:
(a) Questionnaire: - Questionnaires are used to collect primary data. Questionnaires
should be designed to be as simple and clear as possible, with targeted sections and
questions. Most importantly, questionnaires should also be as short as possible. If the
questionnaire is being given to a sample population, then it may be preferable to prepare
several smaller, more targeted questionnaires, each provided to a sub-sample.
Questionnaires, like interviews, can contain either structured questions with blanks to be
filled in, multiple choice questions, or they can contain open-ended questions where the
respondent is encouraged to reply at length and choose their own focus to some extent.
Secondary Data used in the report includes various publications of the central & state
governments, technical & trade journals, books, magazines & newspapers, reports &
publications of foreign trade fair organisers,reports prepared by research scholars,
universities, economists etc in different fields, data provided by the Fairs Division of
ITPO & annual reports of Trade Associations.
ii. Secondary sources:
(a) Guidelines of the organization from the website: www.itpoindia.com
(b) ITPO employees help us to arrange the information like size of the organization,
product range & structure of the organization.
(c) Policies of organization from guideline.

16

CHAPTER-2
Theoretical Prospective
Prospect Theory explains that the risk preferences of individuals are dependent on
whether they perceive their options as either gains or losses with regards to their current
situation .The theory of comparative advantage suggests that a country should specialize
in producing those goods that it can produce most efficiently, while buying goods that it
can produce relatively less efficiently from other countries. Furthermore, the theory
suggests that opening a country to free trade stimulates economic growth, which creates
dynamic gains from trade. Therefore, it would follow that if low-wage countries can
make certain products more efficiently than high wage countries, the low wage countries
should produce and export those products. While trade barriers may protect workers and
companies, they are a short-term fix at best. Moreover, by protecting industries, the
government is not encouraging companies to become more efficient. Instead, they are
promoting inefficiency. Consumers lose out because they have higher prices and less
choice. The principle tenant of mercantilism is that a country should maintain a trade
surplus, even if that means that imports are limited by government intervention. This
policy is bankrupt for at least two reasons. First, it is inconsistent with the general notion
of globalization, which is becoming more and more prevalent in the world. A policy of
mercantilism will anger potential trade partners because it will exclude their goods from
free access to the mercantilist countrys markets. Eventually, a country will find it
difficult to export if it imposes oppressive quotas and tariffs on its imports. Second,
mercantilism is bankrupt because it hurts the consumers in the mercantilist country. By
denying its consumers access to either cheaper goods from other countries or more

17

sophisticated goods from other countries, the mercantilist countrys ordinary

consumers suffer.

From a profit perspective, it makes sense for a firm to disperse its

various productive activities to those countries where, according to the theory of

international trade, they can be performed most efficiently.

Being a first mover can have important competitive implications, especially if there are
economies of scale and the global industry will only support a few competitors. Firms
need to be prepared to undertake huge investments and suffer losses for several years in
order to reap the eventual rewards. In its purest sense, mercantilism is a bankrupt theory
that has no place in the modern world. The principle tenant of mercantilism is that a
country should maintain a trade surplus, even if that means that imports are limited by
government intervention. This policy is bankrupt for at least two reasons. First, it is
inconsistent with the general notion of globalization, which is becoming more and more
prevalent in the world. A policy of mercantilism will anger potential trade partners
because it will exclude their goods from free access to the mercantilist countrys markets.
Eventually, a country will find it difficult to export if it imposes oppressive quotas and
tariffs on its imports. Second, mercantilism is bankrupt because it hurts the consumers in
the mercantilist country. By denying its consumers access to either cheaper goods
from other countries or more sophisticated goods from other countries, the mercantilist
countrys ordinary consumers suffer. There are at least three main implications of the
material discussed in this chapter for international businesses: location implications, firstmover implications, and policy implications.

18

SWOT is an acronym for strength, weakness, opportunities and threats.

By definition Strength (S), Weakness (W) is considered to be internal factors over which
you have some measure of control. Also, by definition, Opportunities (O) and threats (T)
are considered to be external factors over which you have essentially no control.
SWOT analysis is the most renowned tool of audit and analysis of the overall strategic
position of the business and its environment. Its key purpose is to identify the strategies
that will create a firm specific business model that will best align an organizations
resources and capabilities to the requirements of the environment in which the firm
operates. In other words, it is the foundation for evaluating the internal potential and the
limitations and the probable/likely opportunities and threats from the external
environment. It views all positive and negative factors inside and outside the firm that
affect the success. A consistent study of the environment in which the firm operates helps
in forecasting/predicting the changing trends and also helps in including them in the
decision-making process of the organization.

2.1 Boston Consulting Group Matrix Model

Boston Consulting Group (BCG) Matrix is a four celled matrix (a 2 * 2 matrix)
developed by BCG, USA. It is the most renowned corporate portfolio analysis tool. It
provides a graphic representation for an organization to examine different businesses inits
portfolio on the basis of their related market share and industry growth rates. It is a two
dimensional analysis on management of SBUs (Strategic Business Units). In other
words, it is a comparative analysis of business potential and the evaluation of

19

environment. According to this matrix, business could be classified as high or low

according to their industry growth rate and relative market share.
i) Relative Market share:
One of the dimensions used to evaluate business portfolio is relative market share.
Higher corporate market share results in higher cash returns. This is because a firm that
produces more, benefits from higher economies of scale and experience curve, which
results in higher profits. Nonetheless, it is worth to note that some firms may experience
the same benefits with lower production outputs and lower market share.
ii) Market growth rate:
High market growth rate means higher earnings and sometimes profits but it also
consumes lots of cash, which is used as investment to stimulate further growth.
Therefore, business units that operate in rapid growth industries are cash users and are
worth investing in only when they are expected to grow or maintain market share in the
future.
The analysis requires that both measures be calculated for each SBU. The dimensions of
business strength, relative market share, will measure comparative advantage indicated
by market dominance. The key theory underlying this is existence of an experience curve
and that market share is achieved due to overall cost leadership.
BCG matrix has four cells, with the horizontal axis representing relative market share and
the vertical axis denoting market growth rate. The mid-point of relative market share is
set at 1.0. If all the SBUs are in same industry, the average growth rate of the industry is
used. While, if all the SBUs are located in different industries, then the mid-point is set
at the growth rate for the economy. Resources are allocated to the business units

20

according to their situation on the grid. The four cells of this matrix have been called as
Stars, Cash Cows, Question marks and Dogs. Each of these cells represents a particular
type of business.

10 x

1 x 0.1 xs
Figure 2.1: BCG Matrix

2.11 Stars:
Stars operate in high growth industries and maintain high market share. Stars are both
cash generators and cash users. They are the primary units in which the company should
invest its money, because stars are expected to become cash cows and generate positive
cash flows. Yet, not all stars become cash flows. This is especially true in rapidly
changing industries, where new innovative products can soon be outcompeted by new
technological advancements, so a star instead of becoming a cash cow, becomes a dog.

21

2.12 Cash cows:

Cash cows are the most profitable brands and should be milked to provide as much
cash as possible. The cash gained from cows should be invested into stars to support
their further growth. According to growth-share matrix, corporate should not invest into
cash cows to induce growth but only to support them so they can maintain their current
market share. Again, this is not always the truth. Cash cows are usually large
corporations or SBUs that are capable of innovating new products or processes, which
may become new stars. If there would be no support for cash cows, they would not be
capable of such innovations.
2.13 Question marks:
Question marks are the brands that require much closer consideration. They hold low
market share in fast growing markets consuming large amount of cash and incurring
losses. It has potential to gain market share and become a star, which would later become
cash cow. Question marks do not always succeed and even after large amount of
investments they struggle to gain market share and eventually become dogs. Therefore,
they require very close consideration to decide if they are worth investing in or not.

2.14 Dogs:
Dogs hold low market share compared to competitors and operate in a slowly growing
market. In general, they are not worth investing in because they generate low or negative
cash returns. But this is not always the truth. Some dogs may be profitable for long period
of time, they may provide synergies for other brands or SBUs or simple act as a defense

22

to counter competitors moves. Therefore, it is always important to perform deeper

analysis of each brand or SBU to make sure they are not worth investing in or have to be
divested.
a) Advantages of the matrix:
i.

Easy to perform;

ii.

Helps to understand the strategic positions of business portfolio;

iii.

Its a good starting point for further more thorough analysis.

b) Limitations of Matrix:
i.

Business can only be classified to four quadrants. It can be confusing to classify

an SBU that falls right in the middle.

ii.

It does not define what market is. Businesses can be classified as cash cows,
while they are actually dogs, or vice versa.

iii.

It does not include other external factors that may change the situation
completely.

iv.

Market share and industry growth are not the only factors of profitability. Besides,
high market share does not necessarily mean high profits.

v.

It denies that synergies between different units exist. Dogs can be as important as
cash cows to businesses if it helps to achieve competitive advantage for the rest of
the company.

23

2.2 Strengths, Weakness, Opportunities & Threats

Strengths:-

Weakness:-

a) Large space

a) Coordination among different dept.

b) Modern Infrastructure

b) Improper manpower planning &

c) Strong support of GOI

management

Opportunities:-

Threats:-

a) External trade

a) Global slowdown

b) Trade potential in underdeveloped

b) Private trade fair organizes

markets

Table 2.2 SWOT Analysis of ITPO

2.21 STRENGTHS
a) Spread over 149 acres of prime land in the heart of Indias capital, New Delhi
b) Offers about 61,920 sq mtrs. Of covered exhibitions space in 18 halls, besides
10,000 sq mtrs. of open display area.
c) Wide Infrastructure as well as marketing & information facilities that are availed
both by exporters & importers.
d) Numerous facilities & services provided under one roof
i.

Exhibitions halls: - India Trade Promotion Organization has 18

exhibitions halls with 61,920 sq mtrs. area.
24

ii.

Conference halls & auditorium: - Separate conference halls & auditorium

for business meeting.

iii.

Banks: - There are 3 banks in the premises of ITPO which mainly work
for ITPO.

e) Experienced manpower in trade fair industry.

f) Strong support of Government of India & its other bodies: - India Trade
promotion Organization is directly supported by GOI.
g) Trade fairs & exhibitions are its area of specialization: - Large space and easy to
reach is very important strength of ITPO.
h) Only government body that focuses on trade fair industry on a large scale in India.
i) Sound financial base & adequate reserves.

2.22 WEAKNESSES
a) Obsolete & outdated as compared to global standards: The infrastructure of ITPO is
outdated it needs to be for better competitive advantage.
b) Lack of congenial professional working environment: Some employees are not fulfils
their responsibility properly.
c)

Lack of coordination among different department: Coordination among different

department which result in delaying of work.

d) Red tapism & Bureaucracy: All the work is based on paper which takes time.
e) Improper manpower planning & management: Work done by administration
department is not proper.
25

f) Lack of moral and motivation.

g) Inappropriate compensation management.

2.23 Opportunities
a) Increased focus of government on external trade.
b) Recognition of India as a major emerging economy.
c) Upcoming trade potential in underdeveloped markets.
d) Scope of joint venture with global leader in exhibition industry.
e) A number of branded exhibition shifting to India.

2.24 Threats
a) Volatile Market: - Market is volatile in nature people demand for change.
b) Global showdown: - The growth is slow in the economy therefore fewer exhibitors are
interested for participation.
c) A number of upcoming private trade fair organizer both from India & abroad.
d) Number of upcoming exhibition centers in India i.e NCR region & other metros
examples Chennai, Bangalore and Delhi.
2.3 Position of ITPO in BCG matrix model
India trade promotion organization is at the position of STAR. This is because of the
fact, that it has high market growth rate but high relative market share. Thus, the
researcher would suggest the company to generate much more revenue out of the infused
capital. This can be done in various ways as follows:a) Injection and proper utilization of sufficient capital.

26

b) Glowing && development its core area such as marketing.

c) Enhancing the standard of training & development for the employees working at
Various levels of management
d) Maintaining effective and efficient benchmarks in order to compete in the best way
possible.

2.4 Best Practices/USPs (Unique Selling Preposition) of the Firm/Company

a) Marketing
The company comes up with an innovative fair(s)/Exhibition(s) at regular
intervals of time. Moreover the company is very much stable in promoting its
fair(s)/Exhibition(s) to its clientele through various channels. Also, the company is highly
competitive in charging the reasonable amounts from its clientele which is both attractive
and competitive.

b) Finance
The company is always ready with reserves in order to grow and develop itself in
the best way possible.
c) Customer Relationship Management
The company is very much prompt in providing the after sale service to its
customers as and when required.
d) The company is highly competitive in nature. This can be seen by the fact, that the
company continuously observes the strategies formed by its rival companies and always
comes up with counter strategies.

27

e) The company allows its workforce to provide their views, thoughts, opinions etc in
various decision making processes which ultimately supports the company to cater its
clientele in the best way possible.
f) The company always tries its level best to come up with an innovative product at
regular intervals of time so as to achieve a competitive edge over its competitors.

28

CHAPTER-3
OBJECTIVE AND SCOPE
3.1

Objective of the study

a) To study the process and procedures for participation in overseas trade fair by
ITPO.
b) To define all the activities involved in planning of overseas fairs and attempt a
pert chart for timely execution of these activities.

Well, because we go every year. If thats your answer to the question of why youre
attending a particular trade show, then its definitely time to re-evaluate your trade show
objectives. Trade shows are expensive and consume a lot of time and energy, so its
important to establish valid, meaningful and measurable objectives prior to committing to
any events. Objectives help maintain focus during the entire design, implementation,
participation and evaluation stages, and perhaps most importantly can improve your
return on investment at a show.
There are three key types of objectives you can apply to your trade show marketing
program: communications, quantifiable, and logistical goals. Look at each of these
objectives, and see how many youd like to apply to your own trade show strategy. With
proper research these goals can be measured and/or evaluated, and can provide a target of
success against which future trade show participation can be compared.
Communication Objectives Awareness, Perception and Positioning

Establish or enhance company awareness, credentials and/or capabilities

Create, change or reinforce your companys position

29

Affect general perceptions of your company, product and/or service

Promote a specific message such as The Total Solution For All Your Widget
Needs

Distinguish your company from the competitors

Introduce a new product, service or capability

Enter a new market

Quantifiable Objectives Measured By The Numbers

Total number of cool, warm and hot prospects

Identify and recruit new employees for the company

Total attendance compared to previous years

Establish qualified leads

Conduct market research such as industry trends and surveys to test perceptions

Generate revenue in sales

Identify new distributors, suppliers and representatives for your product or service

Increase sales with your existing customers

Identify and recruit new partners

Meet with key decision makers of your current clients

Logistical Objectives What Happens On The Floor

Get press or publicity

Gather information about your competition

Opportunities to speak at a conference track

Demonstrate support for your industry

Attract attention from attendees who are unfamiliar with your company

30

Promote excitement and activity in the vicinity of your booth

Generate desirable traffic flows

Demonstrate equipment, products or specific solutions at your booth

How many items have you checked off? There are many reasons for participating in a
trade show, but attending because its a habit or because theres cool stuff on the exhibit
floor are not smart trade show objectives. Developing a list of trade show objectives will
help your company decide which shows to attend, and validate your decision whether to
continue exhibiting at shows youve attended in the past. Objectives provide some muchneeded direction during the entire trade show planning process, and when measured and
analyzed can help determine your return on investment. So in case youve forgotten your
reasons for exhibiting at a trade show, use the list above to re-focus and re-evaluate.

3.2

Scope of the study

With reference to the above objective, the scope of the study is as follows-:
To Conduct a survey on 52 respondents participate in India International Leather Fair
2013 Delhi in order to know the satisfaction level during the fair and how much the fair is
successful as compare to last year. For this purpose, data was collected through a
questionnaire. Exhibitions provide a unique networking platform to both Indian and
foreign participants. They help in promotion, marketing and publicity efforts of
participating companies. Exhibitions lead to joint ventures, tie-ups and they also help
bring in investment in the Country", says Dr. Amit Mitra, secretary general, FICCI.

31

As a reliable media for exchange of information, exhibitions are being globally

recognized as the apt medium for doing business today. In the words of Prem Behl,
Chairman and MD, Exhibitions India Group, "The current economic slowdown is the
ideal time for the industry to showcase its presence on exhibition floor as the industry is
very much in a position to reinforce its tenacity, strength and collaborative nature.
In fact, in tough market conditions, it becomes all the more imperative for all businesses
to show greater visibility, strong fundamentals and continuation of businesses. The
platform is ideal for exhibitors to nurture the trust and confidence across the supply
chain."
Agrees Udo Schuertzmann, MD, Messe Duesseldorf India Pvt. Ltd, "Exhibitions and
conferences bring all the potential buyers at a single platform wherein they have an
access to entire gamut of products and technologies. The tools of the exhibition industry
like live demonstration, product launches, touch and feel of the product, networking
opportunities, etc., all further foster sales.
Fairs had little impact on business activity till mid-seventies but with the amalgamation
of Directorate of Exhibitions, Indian Council of Trade Fairs and India International Trade
Fairs Organisation, the Trade Fair Authority of India (TFAI) was formed in March 1977
as an acceptance of the role of fairs and exhibitions in promoting trade and industrial
activity.
What followed was a number of fairs organized in Pragati Maidan during the period
1977-1992. The advent of liberalization saw a new development to further enhance the
productivity of fairs; the Trade Development Authority was merged with the TFAI to

32

form India Trade Promotion Organisation in early 1992. The step catapulted the fair
industry to the new levels of excellence.
Among other benefits, these fairs provide the business houses and individuals a face to
face meeting point, which is seen as a perfect cost effective means for achieving trade
objectives. According to Gaurav Marya, President, Franchise India Holding Ltd, "The
scope of exhibition becomes more important as face to face meetings with target
audience provide an opportunity for businesses to meet new buyers in person and also
renew their contracts with existing buyers." The major players in the interactive media
like ITPO, CII, FICCI, ASSOCHAM, IMTMA, IPPAI, Exhibition India, Franchise India
Holding, INTERADS, Services International, Images Multimedia, TRIUNE, Zak Trade
Fair, REED Exhibition, The Times group, Bharat Exhibition, Fair Design, TIE, Expo
Media, Tafcon Projects, Media Expo, Garment Tech, etc., organize international events
on a mammoth scale, the effort needs to be compounded to harness the benefits in future
as India is being seen as the next big thing in the coming decade.

33

Chapter-4
Research Methodology
Research methodology is a way to systematically solve the research problem. It not only
involves research methods but also considers the logic behind the methods we use in
context of our research study and explain why we are using a particular method or
technique and why we are not using others. Thhe organization trades with concern for the
social, economic and environmental well-being of marginalized small producers and does
not maximize profit at their expense. It is responsible and professional in meeting its
commitments in a timely manner. Suppliers respect contracts and deliver products on
time and to the desired quality and specifications.
Fair Trade buyers, recognizing the financial disadvantages producers and suppliers face,
ensure orders are paid on receipt of documents and according to the attached guidelines.
For Handicraft FT products, an interest free pre-payment of at least 50 % is made on
request. For Food FT products, pre-payment of at least 50% at a reasonable interest is
made if requested. Interest rates that the suppliers pay must not be higher than the buyers
cost of borrowing from third parties. Charging interest is not required.
Where southern Fair Trade suppliers receive a pre payment from buyers, they ensure that
this payment is passed on to the producers or farmers who make or grow their Fair Trade
products.
Buyers consult with suppliers before canceling or rejecting orders. Where orders are
cancelled through no fault of producers or suppliers, adequate compensation is
guaranteed for work already done. Suppliers and producers consult with buyers if there is

34

a problem with delivery, and ensure compensation is provided when delivered quantities
and qualities do not match those invoiced.
The organization maintains long term relationships based on solidarity, trust and mutual
respect that contribute to the promotion and growth of Fair Trade. It maintains effective
communication with its trading partners. Parties involved in a trading relationship seek to
increase the volume of the trade between them and the value and diversity of their
product offer as a means of growing Fair Trade for the producers in order to increase
their incomes. The organization works cooperatively with the other Fair Trade
Organizations in country and avoids unfair competition. It avoids duplicating the designs
of patterns of other organizations without permission.
Fair Trade recognizes, promotes and protects the cultural identity and traditional skills of
small producers as reflected in their craft designs, food products and other related
services. A fair price is one that has been mutually agreed by all through dialogue and
participation, which provides fair pay to the producers and can also be sustained by the
market. Where Fair Trade pricing structures exist, these are used as a minimum. Fair pay
means provision of socially acceptable remuneration (in the local context) considered by
producers themselves to be fair and which takes into account the principle of equal pay
for equal work by women and men. Fair Trade marketing and importing organizations
support capacity building as required to producers, to enable them to set a fair price.

35

Chapter-5
DATA COLLECTION AND DATA PRESENTATION

5.1 Data Collection

5.1.1 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. This department is
further responsible for organizing all ITPO's international and national fairs, except
those related to the Leather industry, in India outside New Delhi.

Spread over 123 acres of prime land in the heart of India's capital, New Delhi, Pragati
Maidan offers about 61,290 sq. mtrs. of covered exhibition space in 16 halls, besides
10,000 sq. mtrs. Of open display area. The state-of-the-art exhibition halls have enhanced
the appeal of Pragati Maidan as the ideal center for an increasing number of fair
organizers and business visitors from different parts of the world.

September to March is the most sought after period for organizing fairs and exhibitions at
Pragati Maidan. A special discounted rate of licence fee for holding exhibitions during
the lean Period from 16th March to September is offered by ITPO.

36

5.1.2 Human Resource Department

Guidelines on reservation in services are complied within the ITPO. Liaison Officers
have been nominated to look after the interest of employees belonging to SCs/STs
and OBCs. In every Departmental Promotion/Selection Committee meeting, an officer of
appropriate level belonging to SC/ST category is associated.
The provisions, relating to reservation in posts/services for disabled persons, In the
Persons with

Disabilities (Equal Opportunities, Protection of Rights and Full

Participation) Act, 1995 are also complied with in the ITPO.

To achieve standards of excellence in performance a number of training programmes,
seminars and workshops were organized on topics such as gender sensitivity,
leadership development programme, vigilance awareness workshop, workers education
programmers. A Women Cell has been continuing to look after the welfare of women
employees. Implementation of the Official Language Policy of the Government of
India as well as in-house training arrangements for Hindi typing/stenography were
continued during the year. Hindi typing, shorthand, noting-drafting, translation and
Hindi Speech competitions were organized during July-August, 2004. Participants
securing the first three positions in each competition were appropriately awarded with
prizes.
(a) Recruitment
India Trade Promotion Organization recruits through internal and external sources.
Following are the methods of recruitment through internal sources in ITPO

37

i.

IJP (Internal Job Posting): In this method, the company flash vacancy and the
employees come up with their documents. After documentation each employee
has to go under recommendation of the manager.

ii.

Reference: In reference, mail is sent to the employees and employee uploads the
resume. On the basis of resume the employees gets shortlisted.

iii.

Online Portals: The Company also invites applicants from online portals.

iv.

Retirement: At times, management may not find suitable candidates in place of

the one who had retired, after meritorious service. Under these circumstances,
management may decide to call retired managers with new extension.

v.

Former Employees: These include retired employees who are willing to work on a
part-time basis, individuals who left work and are willing to come back for higher
compensation. Even retrenched employees are taken up once again. The
advantage here is that the people are already known to the organization and there
is no need to find out their past performance and character. Also, there is no need
of an orientation program for them, since they are familiar with the organization.

Following are the methods of recruitment through external sources:

National level exam is conducted for selection of manpower in the organization. In
National level exam application are invited from all over India after which exam is
conducted and final selection is done on the basis of candidate performance in Test and
Personal Interview.
(b) The steps of selection process are :i.

Selection Test

ii.

Interview
38

iii.

Reference Check

iv.

Selection Decision

v.

Physical Examination

vi.

Job Offer

vii.

Evaluation of selection programme

(c) Training and Induction

Induction is for 40-60 days in which the employees are given information about the
various activities of ITPO. They are also trained on the 6 values of the company namely
Integrity, Innovation, Customer centric, People Care One for all and all for one, team
work, joy and simplicity. Every employee training goes for after joining. It helps in the
working area of the employee because every employee needs to know about the main
core work of the company that is product selling and for that they need product training.
Common Areas of Training in ITPO
i.

Computer Application: It has been transpired that manpower re-structuring has

not kept pace with rapid advancement in IT and communication technology with
the change in technology, the requirement of post of typists, stenographers and
messengers etc.has gone down. At the same time, need for training in computer
applications at all levels has become an inescapable necessity. The computer
application includes the knowledge of

Internet

E-mail

Power Point Presentation

39

ii.

MS Office

Web Designing, Networking

Photoshop & Coral Draw etc.

Interpersonal & Communication skills: ITPO is concerned with promoting Indias

external trade, catalyzing trade, investment & technology transfer process. ITPO
provides a wide spectrum of services to trade and industry. It is a service
providing organization therefore communication and public relation skills are
imperative for employees in order to handle clients and visitors.

iii.

Behavioral or Attitudinal Training: Some training programmers focus on

emotional and behavioral learning. Here employees can learn about behavior by
role playing in which the role players attempt to act their part in respect of a case,
as they would behave in real-life situation. Business games, cases, incidents,
GDs and short assignments are also experiential methods is on achieving,
through group processes, a better understanding of oneself and others.

iv.

Training in Operational Research :

PERT: Programme Evaluation & Review Technique is basic network

technique which includes planning, monitoring & controlling of
activities. It also provides the framework for treating a wide range of
management problems.

CPM: Critical Path Method analyses the project into different operation
& determines their relationship on a network diagram. It marks critical
activities in a project & concentrates on them. It is based on assumption
that expected time actually the time taken to complete the project.

40

(d) Performance Appraisal & Recognition Systems

India Trade Promotion Organization is using 360 degree performance appraisal system in
which the performance of employee is checked on the basis of the report given by his or
her co-worker employees who work with him.

5.1.3

Finance Department

a) Accounting Procedure of ITPO

For purpose of accounting of revenue there is no centralized accounting had called
Revenue Control Account whenever a payment is received from a party the amount will
be credited to the parties account by debiting the bank account after the conclusion of the
particular exhibition, the amount so credited to the party account will be adjusted against
the dues of the party for the exhibition he participated. Broadly whatever ITPO receives
the amount; the entire amount will be kept in this revenue control account and there later
on adjusted against the due to various events or participants. At the end of the year, the
account will show zero balance.

41

b) Financial Structure of ITPO

FINANCIAL ADVISOR CUM CHIEF ACCOUNT OFFICER

Deputy General
Manager

Deputy General
Manager

Sr. General
Manager

Manager Finance

Deputy Manager

Management A/c

Revenue Section

Bill Checking
(Sec. Works)

Bill Checking
(Sec. Gen)

Foreign A/c
( Fair Section)

Salary Section

Fig 3.1 Financial Structure Of ITPO

42

3.1.4

TRADE PROMOTION DIVISION

a) 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.

b) 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.

c) 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.
d) PRAGATI MAIDAN: THE EXHIBITION COMPLEX
Pragati Maidan, headquarters of the India Trade Promotion Organization,
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
43

complex, which is being renovated, modernized 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.
5.2 Data Presentation
This section includes presentation of the data acquired by a survey conducted on 52
respondents participated in India International Leather Fair 2013 Delhi through a
questionnaire.
5.2.1 Objective of the study
c) To study the process and procedures for participation in overseas trade fair by
ITPO.

44

d) To define all the activities involved in planning of overseas fairs and attempt a
pert chart for timely execution of these activities.

5.2.2 Scope of the study

With reference to the above objective, the scope of the study is as follows-:
To Conduct a survey on 52 respondents participate in India International Leather Fair
2013 Delhi in order to know the satisfaction level during the fair and how much the fair is
successful as compare to last year. For this purpose, data was collected through a
questionnaire.
5.2.3 Research Methodology
Research methodology is a way to systematically solve the research problem. It not only
involves research methods but also considers the logic behind the methods we use in
context of our research study and explain why we are using a particular method or
technique and why we are not using others.

Research Design
It is the arrangement of conditions for collection and analysis of data in a manner that
aims to combine relevance to the research. Research Design, in fact, has a great bearing
on the reliability of the results arrived at and as such constitutes the firm foundation of
the entire edifice of the research work.
This study is based on Exploratory Research. The main purpose of such studies is that of
formulating a problem for more precise investigation or of developing the working
hypotheses from an operational point of view. The major emphasis in such studies is on
45

the discovery of ideas and insights. The research design appropriate for such studies must
be flexible enough to provide opportunity for considering different aspects of a problem
under study.
An Experience Survey is used for this exploratory research. It means the survey of people
who have had practical experience with the problem to be studied. The objective of such
a survey is to obtain insight into the relationships between variables and new ideas
relating to the research problem. For such a survey people who are competent and can
contribute new ideas may be carefully selected as respondents to ensure a representation
of different types of experience. Thus, an Experience Survey may enable the researcher
to define the problem more concisely & help in the formulation of the research
hypothesis.

Sampling design
A sample design is a definite plan for obtaining a sample from a given population. It
refers to the technique or the procedure the researcher would adopt in selecting items for
the sample. A complete sampling design indicates the number of samples and identifies
the particular samples (for example, the geographic positions where these samples will be
collected or the time points when samples will be collected). A well-planned sampling
design is intended to ensure that resulting data are adequately representative of the target
population and defensible for their intended use.

46

Sampling Unit
A sampling unit may be a geographical area such as state, district, village etc, or a
construction unit such as a house, flat etc or it may be a social unit such as a family, club,
school etc or may be an individual. The researcher is required to select such units for the
undertaken study. The Sampling Unit for the research is from Delhi-NCR Region.

Sampling Frame
Indian Exhibitors who participated in New York Fancy Food Show, Javits Centre-USA
( 27-29, June, 2010)

Size of Sample
The size of the sample should neither be excessively large, nor too small. It should be
optimum. An optimum sample is the one which fulfills the requirements of efficiency,
representatives, reliability & flexibility. The Size of Sample taken in the study is 30
Indian Exhibitors.

Sampling ProcedureNon-probability sampling design is used in this study .It is that sampling procedure which
does not afford any basis for estimating the probability that each item in the population
has been included in the sample. There are different ways in which Non-probability
sampling can be done.

47

In this study Convenience sampling is used. It is used in exploratory research where the
researcher is interested in getting an inexpensive approximation of the truth. As the name
implies, the sample is selected because they are convenient. This non-probability method
is often used during preliminary research efforts to get a gross estimate of the results,
without incurring the cost or time required to select a random sample.

5.3.3

Introduction of Leather Fair Organized By ITPO

ITPO will organise India International Leather Fair (IILF) 2015, 29th in the annual
series, from February 01-03, 2015 at Chennai Trade Centre, Nandambakkam,
Chennai. The fair will be inaugurated on 31st Jan., 2015 at 6:00 pm and will open to
business visitors from 01 Feb to 03 Feb 2015 (10 am to 6 pm).

IILF will have on display the entire range of products relating to leather industry from
raw material to finished products and auxiliary products such as finished leather;
shoes; shoe components - uppers, soles, heels, counters, lasts; leather garments,
fashion accessories, leather goods - wallets, belts, gloves, portfolios, hand bags;
saddler and harness; machinery and equipment and chemicals.

IILF has all along been a vivid presentation of the leather industry. Latest expressions of
the trends, styles, designs and colors in world fashion are shown. The business visitors
will surely be attracted to exhibits displayed by more than 400 companies, including over
100 from more than 20 foreign countries.

48

As per feedback from exhibitors, the business generated during IILF Chennai 2014
was about US$ USD 239.87 million or INR 14898.3 million.

About 98% of the exhibitors have shown interest to participate again in the 30th edition
of the fair About 95 % of the participants indicated that their participation in IILF
Chennai 2014 was cost effective. This indicates the high level of satisfaction with the
business, visitor turnover and facilities at the fair.

IILF will have on display the entire range of products relating to leather industry from
raw material to finished products and auxiliary products such as finished leather; shoe
components - uppers, soles, heels, counters, lasts; footwear, machinery and equipment,
process technology, software, chemicals, publications.

India International Leather Fair, Delhi , 2014 will have on display the entire range of
products relating to leather industry from raw material to finished products and auxiliary
products, such as finished leather, footwear, shoe components - uppers, soles, heels,
counters, lasts; machinery and equipment, process technology, software, chemicals,
publications.

The 4rd in the annual series, the fair is expected to have 200 participants. The business
visitors will surely be attracted to see the exhibits displayed by more than 150 companies,
including over 50 from foreign countries.

Overview Export Performance and prospects

a) Among the top ten foreign exchange earners for the country.

49

b) Annual Turnover of over US$ 8.5 billon.

c) Exports export of leather and leather products increased manifold over the past
decades and touched US$ 4.99 billion in 2012-13, recording a cumulative annual
growth rate of about 8.54%
(5 years).
d) Affluence of raw material as India is endowed with 21% of cattle & buffalo and 11%
of world goal and sheep population.
e) Employment intensive sector, providing job to about 2.5 million people mostly from
the weaker sections of the society.
f) Second largest producer of footwear and leather garments in the world ,accounts for
share of close to 3.05% in the global leather import trade of US$ 159.89 billion
(2011).

Strengths of Indian leather sector

a) Own raw material source 2 billion sq ft of leather produced annually
b) Some varieties of goat / calf / sheep skins command premium position
c) Strong and eco-sustainable tanning base
d) Modernized manufacturing units
e) Trained / skilled manpower at competitive wage levels
f) World-class institutional support for Design & Product Development, HRD and R &
D.
g) Presence of support industries like leather chemicals and finishing auxiliaries
h) Presence in major markets Long Europe experience
i) Strategic location in the Asian landmass
50

Emerging strengths
a) Design development initiatives by institutions and individuals
b) Continuous modernization and technology up gradation
c) Economic size of manufacturing units
d) Constant human resource development programme to enhance productivity
e) Increasing use of quality components
f) Shorter prototype development time
g) Delivery compliance
h) Growing domestic market for footwear and leather articles

A brief overview of IILF' Delhi 2013 (vis-a-vis IILF Delhi 2012) is given below:

IILF Delhi 2013Overview

IILF Delhi 2012

IILF Delhi 2013

Total area sold (in sq. mtrs.)

1411

1609

Total number of Exhibitors

128

105

Indian Exhibitors

88

67

51

Foreign Exhibitors including

Agents

40

38

Number of foreign countries

(China, Taiwan, Korea,
Germany )

04

04

Total Trade Visitors

3489

4847

National

3397

4798

Overseas

92

49

Table no. 3.1(overview of IILF' Delhi 2013)

Overseas Visitors Profile
Overseas Visitors Profile Country
Name
Afghanistan

IILF Delhi 2013

China

18

France

Italy

Jordan

Nepal

Nigeria

Pakistan

1
52

Qatar

Serbia

Sri Lanka

Turkey

USA

UAE

UK

Others

Total

49

Table no. 3.2(visitors profile)

It was observed that the number of visitors to IILF Delhi 2013 increased by 39%,
compared with IILF Delhi 2012.

53

Indian Visitors to IILF Delhi

6000

5000

4000

3000

2000

1000

0
IILF Delhi 2012

IILF Delhi 2013

Fig. 3.2(comparison for Indian visitor)

54

INFERENCE
According to the registrations during IILF Delhi 2013 it can be seen that Indian visitor
are increased in 2013 as compared to 2012 fair the reason behind this can be the customer
satisfaction, successful completion of the fair.

Foreign Visitors to IILF Delhi

100
90
80
70
60
50
40
30
20
10
0
IILF Delhi 2012

IILF Delhi 2013

Fig. 3.3(comparison for foreign visitor)

Interpretation
The above diagram shows that the no. of Foreign visitors visited in IIFL2013Delhi was
less than previous year.

55

INFERENCE
According to the registrations during IILF Delhi 2013 it can be seen that Foreign visitor
are decreased in 2013 as compared to 2012 fair the reason behind this can be the visa for
India or IIFL China is more successful than IIFL Delhi.

Analysis of some key components of the feedback survey report

Country

No. of Exhibitors

China

35

Taiwan

Korea

Germany

India

67

TOTAL

105

Table no. 3.3(Country wise Exhibitors)

56

Country-wise Exhibitors
Korea
1%

Sales

Taiwan
1%

Germany
1%

China
35%

India
67%

Interpretation
This diagram shows that, In IIFL13, Delhi majority of participants was Indian
participants followed by China and few from Taiwan, Korea and Japan respectively.

Inferences
According to this report it is found that majority of participants are from India followed
by China and few from other countries
countries.. The reason behind this is that the countries like
Italy companies are participating in IIFL Chennai.. And in IIFL Delhi there are so many
local participants.

57

Objective of
Participation

Number of
Exhibitors

For Publicity

To locate
distributer/agents
To export orders

5
14

To explore new
market
Others

27

Total

52

Table 3.4 (objective of participation)

Percentage responses for attainment of objective

To export orders

For Publicity

Others

58

To locate distributer/agents

Fig 3.5 (% of objective of participation)

Attainment of Objective

No. of Exhibitors

Attained Partially

64

Attained Fully

31

Not Attained

Table no. 3.5(Attainment of Objective)

Not
Attained
5%

Percentage responses for

attainment of objective

Attained Fully
31%
Attained
Partially
64%

Fig 3.6 (% of Attainment of objective)

Interpretation
Responses given by the participants after fair majority of the participants achieve their
objective partially approx. one-third participants achieve their objective and very few are
not satisfied with the fair result.
59

CHAPTER 6
DATA ANALYSIS
Findings of Functional Areas
6.1

Marketing

Technology can play a crucial role in delivering the highest standards of service set by
the company and it will be imperative for any serious player to excel in all of these. Price
is a relevant differentiator only in two segments Lean Period and in Peak Period. Here
too, service delivery and financial strength will need to be present at a minimum
acceptable level for price to be a relevant differentiator.
The strategy of ITPO is to more and more customer relationship and main focus on print
advertisement.
The level of demand is latent and will have to be activated considerably. The market
needs to be developed. Greater awareness of Exhibitions and the need to have it as a
promotion tool to promote the small or large businesses.

6.2 Human Resource

6.2.1 Training & Development
The company is highly active in order to sense the areas of management where training
or development is required. After that the company provides apt methods of training or
development to the concerned employee/employees, so that he/she; they can work
effectively and efficiently. The most preferred method of training or development is
through conferences/seminars/classroom teachings.

60

6.2.2

Performance Appraisal & Recognition System

The company is currently using the latest method of performance appraisal. With the help
of such method the company is having an ease to provide reasonable remuneration along
with incentives/perks/rewards etc.

6.3 Finance
The Finance department follows the pattern which is decided by the top management by
which it is easy to work. Because in ITPO there are so many fairs organized in the
financial year so many transaction are taking place.

6.4

Information Technology

Use of computers is prominently seen in every department. If the company use more
advanced softwares and start IT function in their own department like other companies
then it will be more profitable.
The company is using the latest software technology in order to be competitive in nature.
Currently the company is using SAP (System, Application & Products) software in order
to maintain the usage of its resources in best way possible.
Company is using IT for CRM which helps them in maintain and storing data of the
customers which encourage them to maintain healthy and long-term relationship with the
customer.

61

6.5

INDIA INTERNATIONAL LEATHER FAIR

(July 04 06, 2013), Delhi

India Trade Promotion Organization (ITPO) organized the third edition of

International Leather Fair (IILF) in Delhi from July 04 06, 2013. The fair was
organized in close collaboration with Council for Leather Exports (CLE), and active
support from CSIR Central Leather Research Institute (CLRI), Indian Shoe Federation
(ISF), Indian Footwear Components Manufacturers Association (IFCOMA), and Indian
Finished Leather Manufacturers Association (IFLMEA).
Smt. Rita Menon, CMD, ITPO, along with Mr.Giantuluca Grandi (Charge
dAffaires, Embassy of Italy, New Delhi) and Mr. Roberto Pellegrini (President,
Riva Del Garda Fierecongressi) jointly inaugurated the fair on July 04, 2013. After the
inaugural ceremony that was held in Hall 12 & 12A Foyer, the fair was open to business
visitors.
IILF Delhi 2013 covered a gross area of 4000 sq.mtr. There were 105 exhibitors
including 38 from overseas mainly from China, Taiwan, Germany & Italy. IILF Delhi
was held concurrently with the third edition of Expo Riva Schuh India organized by
Riva Del Garda, Italy in Halls 8-11. IILF maintained its lead position providing a vital
platform for buyers and sellers alike in the leather and leather related segments.
A comprehensive range of products and services relating to leather industry - Finished
Leather, Synthetic Materials, Footwear Components, Machinery & Equipment,
Chemicals, Software, consultancy publications, etc. were on display at the fair.

62

A pavilion based on the theme Prakriti Paduka was set up by the Footwear Design and
Development Institute (FDDI). It showcased the use of eco-friendly raw materials which
can be used in manufacturing footwear, handbags, dresses, etc. The main aim of the
theme-based presentation was to show recycling and being environmental friendly in a
contemporary and modern way.
4847 business visitors visited the fair, out of which 49 were overseas business visitors
from 15 countries. The visitors were from a host of countries like China, UAE, UK, USA,
Nepal, Afghanistan, Serbia, Qatar, Jordan, Turkey, Italy and France.
A daily newsletter was brought out during IILF Delhi 2013. It contained a variety of
information related to the fair, its highlights and quotes by exhibitors.
The conclusion of IILF Delhi 2013 was marked by a felicitation ceremony. Based on the
recommendations of the eminent members of a jury, select exhibitors were awarded
Gold, Silver and Bronze under the following categories:
1. Foreign Sector
2. Domestic Sector
3. Innovative Technology/Product

63

A brief overview of IILF Delhi 2013 (vis--vis IILF Delhi 2012) is given below:

Data for IILF Delhi 2012 was based on 93 responses whereas that for IILF
Delhi 2013 was based on 52 responses.


Objective of Participation

Number of Exhibitors

For Publicity

To locate distributer/agents

To export orders

14

To explore new market

27

Others

Total

52

64

Table 4.1 (Objective of Participation)

Percentage responses for attainment of objective

To export orders

For Publicity

Others

To locate distributer/agents

Fig 4.1 (% of objective of participation)

65

Inferences
According to this report it is found that majority of participants are from India followed
by China and few from other countries. The reason behind this is that the countries like
Italy companies are participating in IIFL Chennai. And in IIFL Delhi there are so many
local participants.

66

CHAPTER -7
FINDINGS
7.1 Findings on the basis of Functional Analysis of the company-:
7.1.1 MARKETING
The strength of the Marketing Department lies in Customer Relationship Management
like how the company makes good relationship with its customers and how the company
solves the problem of its customers and how the company solves the problem of its
customers in effective & efficient way.

7.1.2 Human Resource

The strength of the Human Resource Department lies in Training & Development
Methods and Performance Appraisal. Like how the company gives training to its
employees and judge their performance on different parameters.

7.1.3 Information Technology

The strength of the Information Technology Department can be seen by the fact that
the company is using the latest software and hardware technology in order to manage its
resources in the most effective and efficient way.
7.2

Lessons Learnt

7.2.1

Working Environment of the Company

According to the researcher, the working environment of the company was

appropriate. This is because the researcher got the sufficient amount of facilities in order
to perform the front end and back end processes of the company.

67

7.2.2 Practical Knowledge

The practical experience in India Trade Promotion Organization was very great.
Researcher gains too much knowledge from the organization. They divide the financial
year into two parts i.e. Lean period (1April to 15 Sept.) and peek period (16 Sept to 31
March). The rates for booking space are different for Lean period and peek period for
organizing fair/exhibition(s). The marketing strategy of ITPO is more and more customer
relationship and main focus on printing advertisement. There are different sections in
ITPO for different work responsibilities like for lower level employees there are three
sections namely E1, E2, and E3. These sections work for framing of policy, for
attendance, and work of executive & SDM respectively. General section taking care of
responsibility of daily wages worker required in different fair(s).

i) Marketing
ITPO provides me the market knowledge about the product, process and industry
way to promote Exhibition(s) and also regarding how to sell the report to the
customer(s). They provide information about how to target market and how to make
trust among customer(s).

ii) Human Resource

ITPO provides me the knowledge about how to motivate employees. The company
provides me the information about how they maintain retention rate in the
organization. The company also tell me that how different sections are work for
different level of employees in the organization.
68

iii) Finance
What are the sources of the income of the organization? How the company earns its
profit and how they charged to foreign customer differently form an Indian
customer for the participation in fair.

7.3

Finding on the bases of Survey

A questionnaire was made and a survey was conducted with the sample size of 52
respondents those who are participate in IILF2013 Delhi. Data collected from the survey
was analyzed and following findings/results are made-:

7.3.1

No. of Exhibitors

As per the record the numbers of exhibitors in IILF2013 larger share was captured
by Indian participants followed by china & few from Taiwan, Germany and Korea.
7.3.2

Objective of Exhibitors

The majority of the exhibitors participate in IILF2013 Delhi with the objective of to
explore new market followed by to export order and some are participate for other
objective, for publicity & to locate distributors (resp.).
7.3.3

Achievement of Objective

According to the results I can say that the majority of the exhibitors achieve their
objective partially, approx. one-third achieves fully and few were not achieve their
objective.

69

7.3.4

Business Generated by Exhibitors

As per the response given by 52 exhibitors we can estimate that total business
generated in IILF2013 Delhi is higher than IILF2012, Delhi.
7.3.5

No. of queries generated

As per the response given by the exhibitors we can say that the no. of query generated
from the visitors is much higher than last year. This shows that the visitors who visited
the fair were good quality.
7.3.6

Uniqueness of the Firm/Company

Almost all the employees whom I meet were linked among themselves for with their
respective work. Moreover those employees were following the climate and the culture of
the company in the best way possible. Not only this, many employees were also awarded
with various recognitions etc for their effective and efficient contribution to the company.

70

CHAPTER-8
RECOMMENDATIONS
The researcher had a valuable experience working as an intern in ITPO, Pragati Maidan.
This is because he got to know the working of the company, its pros and cons and various
other things. Moreover he was guided, rectified and supervised in the best possible way
by his mentors. He is really thankful to the leather fair team of ITPO who supported him
to get fruitful knowledge regarding the different functions of the company. He would
highly recommend that the students must be sent to this company to pursue their
internship as they would definitely get full corporate exposure which is must for the
nourishment of their career.

71

CHAPTER-9
CONCLUSION

Trade shows are generally targeted at an industry and people involved or interested in
that industry. Exhibiting at a trade show can be a great way to advertise to a target market
and create brand awareness. Exhibitions are open to a large and sometimes diverse range
of audiences (usually the general public). This provides you with a platform to promote
your product or service to a broader group that may have little or no knowledge of your
products and services. Depending on your type of business, product and market testing
can be carried out at trade shows and exhibitions to gain industry or general opinion
about your offering.
Being involved in a trade show or exhibition can provide you with opportunities to
branch out to business-to-business trading and create a customer database from the
visitors to your display booth.
It is also important to ensure that you have thoroughly researched attending a trade show
or exhibition, and if you have a business adviser, discuss it with them. There are risks
involved and you need to be aware of those risks in the planning stages:

Trade shows require at least a day and probably more of your time.

Travelling to trade shows can be costly.

Displaying at a trade show can also be costly.

There will probably be quite a bit of competition at all shows.

72

Choosing the wrong trade show to exhibit your business's products or services can result
in displaying to the wrong audience. Poor promotion can mean the costs of attending the
trade show outweigh any revenue you gain.

73

REFERENCES AND BIBLIOGRAPHY

Books
i) Kumar R., (2009) Research Methodology, 2nd edition, Pearson Education.
ii) .Kothari, C.R. (1990), Research Methodology: Methods & Techniques, 2
edition, Wishwa Prakashan, New Delhi.
iii) Malhotra N. and Dash S. (2009) Marketing Research, 5th edition, Pearson
Prentice Hall.
Websites
i) http://www.indiatradefair.com/beta/index.php
ii) http://www.indiatradefair.com/beta/corporate_itpo_introduction.php
iii) http://www.indiatradefair.com/beta/corporate_itpo_logo.php
iv) http://www.indiatradefair.com/beta/corporate_itpo_activities.php
v) http://www.iifleather.com/

74

QUESTIONNAIRE FOR EXHIBITORS

Name of the company-.

Q.1 what is your Objective of Participation in the fair?

1) Introduction of New product/concept
2) Market Assessment
3) Reviving old contacts & making new ones
4) Retail selling
5) Promotion of the company on a global scale
6) Any other
Q.2 To what extent has the Objective been realized?
1) Fully

3) Largely

2) Partially

4) Not at all

Q.3 How many Business Visitors/Trade Delegations visited your stand?

1) Below 50

3) 100-500

2) 50 100

4) More than 500

Q.4 what was the quality of Business Visitors?

1) Excellent

4) Average

2) Very good

5) Fair

3) Good
Q.5 In what way, your company generated business?
1) Selling Exhibits

3 ) Business under negotiation/likely to be finalized

2) Business finalized/order booked

75

Q.6 what was the Quantum of Business generated in the fair?

1) No confirmed business as yet
2) Less than 20 lakhs
3) 20-50 lakhs
4) More than 50 lakhs
Q.7 Indicate your Impressions about Business done by you?
1) Highly satisfied

3) Satisfied

2) Partially satisfied

4) not satisfied

Q.8 has there has been an Increase in the Business from last year event?
1) Yes

2) No

Q.9 did you Appoint/Identify any agents/distributors for business?

1) Yes

2) No

Q.10 Trade fairs is the best & cost effective medium to promote trade? You
1) Strongly agree

3) strongly disagree

2) Somewhat agree

4) somewhat disagree

Q.11 In what way ITPO has helped in Promoting your company on a global platform?
1) Buyer-Seller meets
2) Advertisements/publicity
3) Mobilizing visitor ship by way of invitations to trade visitors/trade bodies
4) Promotion through departmental stores to achieve market penetration
Q.12 Is this your repeat participation in the fair?
1) Yes

2) No

76

Q.13 has there been any increase in the Area booked by your company in this event from
last year, if it was a repeat participation?
1) Yes

2) No

Q.14 Are you satisfied with the current year location of the Indian Pavilion booked by
ITPO?
1) Highly satisfied

3) Satisfied

2) Partially satisfied

4) not satisfied

Q.15 would you participate again in this fair?

1) Yes

2) No

Q.16 what was your experience with the Overall Arrangements made by ITPO?
1) Excellent

3) Average

2) Very good

4) Poor

3) Good
Q.17 In your opinion, which area needs improvement to improve the quality of services?
1) Exhibition Related services
2) Construction & Decoration
3) Handling & Clearing
4) Process of getting visas
5) Any other

77

78