Description
This is a documentation about the exhibition stall and fabrication industry.
Project Title
Market Research of Exhibition Stall Design and Fabrication Industry
TABLE OF CONTENTS
1. Executive Summary……………………………………….. 2. Objective, Scope and Limitations…………………………. 3. Introduction 3.1 Background and Fundamentals…………………….. 3.1.1 Ancient times…………………………………… 3.1.2 Middle Ages……………………………………. 3.1.3 Industrial Revolution…………………………… 3.1.4 Current Times…………………………………..
3.2 Definitions and Types of Fairs and Exhibitions 3.2.1 Trade Fairs v/s Exhibitions……………………. 3.2.2 `International, National and Regional Fairs and Exhibitions……………………………………… 3.2.3 Types of Fairs and Exhibitions………………. 3.3 The Product “Fair/ Exhibition” 3.3.1 The Exhibition Ground or “Hardware”……….. 3.3.2 The Event and its related services or “Software”… 3.3.3 Types of Fair Organizers……………………………
3.4 The Marketing functions of Fairs and Exhibitions 3.4.1 Basic Functions……………………………………….. 3.4.2 Promoting, Launching and Selling…………………… 3.4.3 Assessing, Learning and Interacting………………… 3.4.4 Return on Investment………………………………….
3.5 Fairs and Exhibitions- Important factor for Economic Growth
4. About Faith Designs 4.1 Services o Walkthrough Services…………………………….. 4.2 Exhibitions o Exhibition stall designing and fabrication………. o Web Design and Development………………….. 4.3 Promotional Designs……………………………………… 4.4 Overall Focus 4.4.1 Sector Analysis
5. Organizational Strategy 5.1 Strategy………………………………………………….. 5.2 Operations………………………………………………. 5.3 Marketing……………………………………………… 5.4 Finance……………………………………………….. 5.5 Human Resources……………………………………. 5.6 Systems……………………………………………….. 6. Research Methodology 6.1 Research Design……………………………………. 6.2 Sampling Design…………………………………….. 6.3 Data Collection Methodology………………………..
7. Data Collection and Interpretation o SWOT Analysis…………………………………. 8. Conclusion……………………………………………….. 9. Scope for further improvement…………………………. o Appendix………………………………………….
Executive Summary
The core part of the project focused on the study of companies in stall design and fabrication industry in Mumbai. Based on the requirements of the project head, the research was to analyze major companies in stall design and fabrication industry by doing their SWOT analysis. The other part of the project was to make a corporate presentation of Faith Designs which can be presentable to their existing as well as new clients. The project also had insights about the understanding of NSICCRISIL report of why SMEs should go in for ratings. Overall, it was a good learning project and the study helped me recognize an industry which is growing/ booming by the time and a worthy industry to invest in by new business entrants.
Objective: 1. To study the Stall Design and Fabrication Industry 2. To do SWOT analysis of companies in stall designing/ fabrication business 3. To make a marketing plan for Faith Designs 4. To understand NSIC- CRISIL report- Why SMEs should go in for Ratings: SE 1B
Scope: We understand that an exhibition is the single most important place where producers and purchasers meet. And nothing can be more attractive than an exhibition stall. Till date attractive exhibition stalls remain the most effective method of marketing. In a true sense, exhibition is a place to footfall for various companies to display their products and/ or services which they produce. Hence, stall designing and fabrication becomes the need. Stalls erected at trade fairs/ exhibitions become a temporary office. So, stall designing has become an important part at such exhibitions as it develops/ becomes a brand identity.
This report highlights the following points: 1. It will provide a complete and clear idea about stall designing and fabrication industry, 2. It will provide an analytical insight to a reader about the industry and various market leaders in this unorganized sector. Limitations: 1. The research is completely based on the questionnaire and the responses received from the various companies visited.
2. Further, the research was done in Mumbai only. The research would have been more accurate if it was done in other cities like Delhi, Bangalore, Kolkata and Chennai.
1. Introduction:
1.1 Background and fundamentals 1.1.1 Ancient Times: The historical traditions of trade go back to Ancient Egypt, the Greek Civilization and the Roman Empire, when journeying traders met local producers in market places and bazaars. The Romans began to host fairs from itinerant locations to permanent places, thus developing a kind of "Fair Industry". In the Bible, a fair taking place in the town of Zor (now part of Lebanon) is mentioned in the Old Testament ("Ezekiel", Chapter 27). Herod King of Judea (37-4 B.C.) was the first to build a permanent fair centre (3,200 m2) with a wall around it, located in the town of Botana, and where archaeologists found evidence (coins mainly) indicating that visitors of this fair centre came from Syria, Egypt, Italy, Greece, Spain and France.
1.1.2 Middle Ages: The term "fair", which was only used for the first time in the Middle Ages, comes from the Latin word "feria", meaning a religious festival, usually taking place near a convent or a church. The same sense is to be found in the term currently used in German - "Messe", which derives from the Latin term "Missa", or religious service, at which the priest, on pronouncing the final words "ite, Missa est", declared the religious service at an end, thus giving the sign for the opening of the market, usually held in the church square. The first fair of this kind was the "Foire de Saint Denis" near Paris, founded by King Dagobert. The first fair which had not only cash-and-carry products, but also production means, was the Leipzig fair (Germany) held in year 1165. Records found in the archives of the city of Utrecht (The Netherlands) also indicate that Bishop Godebald gave the city a charter in 1127, which included the permit to organize "fairs" outside of the town
ramparts. At that time, the city of Utrecht already organized 4 fairs annually.
1.1.3 Industrial Revolution: The process of industrialization, which began in the 18th century, required new sales and distribution channels, thus affecting the trade fair business. During the 18th and 19th centuries, fairs indeed evolved from sites for direct sales to sites displaying a broad range of available goods: only samples of much more diverse product ranges were exhibited. These fairs were known as Sample Fairs (from the German "Mustermesse"), initiated for the first time by the Leipzig Fair. These sample fairs, with a wide range of investment and consumer goods, dominated the fair scene in Europe up to the middle of the 20th century. In addition, at the end of the 19th century, and in the early decades of the 20th century, numerous exhibitions of national significance were organized, mostly dedicated to a specific theme, for example electricity, health or mechanical engineering, and primarily aimed at the general public.
1.1.4 Current Times: After the Second World War, the fair business started following the trend of rising specialization of the economy. A large amount of specialized fairs, and consequently a broader diversity of fair locations, arose. Despite the emergence of high-speed, electronic
communications methods during the 20th century, fairs and exhibitions today - as temporary marketplaces - continue to rank as one of the most dynamic and effective sales and marketing tools in existence. Fairs, as a complex mixture of information, communication and entertainment, are truly the only marketing communications media
allowing the full exploitation of all five senses in an environment of face-to-face interaction. At the beginning of the 21st century, the fair business is characterized by a continuously growing supply of fairs and exhibitions: fair organizers enlarge their field of activities on a worldwide level, while being engaged in international co operations. 1.2 Definitions and types of Fairs and Exhibitions
1.2.1 Trade Fairs vs. Exhibitions: There are many understandings and definitions of trade fairs and exhibitions. However, the following are generally and widely admitted. Trade fairs are market events of a specific duration, held at intervals, at which a large number of companies present the main product range of one or more industry sectors and mainly sell it on the basis of samples. Trade Fairs predominantly attract trade and business visitors. Exhibitions are market events of a specific duration, held at intervals, at which a large number of companies present a representative product range of one or more industry sectors and sell it or provide information about it for the purposes of sales promotion. Exhibitions predominantly attract the general public.
1.2.2 International, National, and Regional Fairs & Exhibitions: UFI has established the following criteria for defining the internationality of a trade fair/exhibition. To be recognized as an international trade fair/exhibition, the number of direct foreign exhibitors must be at least 10% of the total number of exhibitors or the number of foreign visits or visitors must represent at least 5% of the total number of visits or visitors, respectively. For public fairs, this percentage is to be counted on the basis of professional visits or visitors, if they are identified. Non-international trade fairs/exhibitions
can be classified as national (i.e. visitors coming from areas extending beyond a given region) or regional (i.e. visitors coming from a specific province or county).
1.2.3 Types of Fairs and Exhibitions: Trade fairs/exhibitions of capital goods display machinery and related services needed in the manufacturing industry.
Trade fairs/exhibitions of consumer goods display products and services dedicated to the public and end-consumers.
A specialized trade fair/exhibition denotes a thematically concentrated fair for trade and business visitors.
A multi-branch trade fair/exhibition displays offers of more than one business sector.
A general trade fair/exhibition displays a mix of all areas of life.
A corporate exhibition displays the products or services of only one manufacturer, one wholesale dealer or one purchasing pool.
With the growth of Internet, virtual fairs have been recently developed, allowing permanent displays of products and services online, but they do not (and will never) replace physical fairs.
1.3 The Product “Fair/ Exhibition” 1.3.1 The Exhibition Ground or “Hardware”: Is considered as "hardware" all what is related to the exhibition ground, including halls and open-air areas. The exhibition halls have to provide all necessary supply sources for electricity, water, gas, and communication connections (telephone, ISDN, Internet), as well as clear and unambiguous signage system. It is generally admitted that one-storey halls are more convenient for exhibiting than multi-storey halls. Infrastructures like restaurants, parking areas (separated between exhibitors and visitors), toilets, and entrance areas are integral parts of an exhibition ground. As more and more meetings and congresses are held beside fairs & exhibitions, appropriate room facilities are also being part of the hardware. 1.3.2 The Event and its Related Services or "Software": Is considered as "software" all what is related to the trade fair/exhibition itself and the related services provided to exhibitors and visitors (stand construction services, technical services, freight forwarding, catering, security, insurance, cleaning, hostess services, medical assistance, etc). Are also considered as "software”, the related services provided by the city (hotel accommodation, entertainment and leisure, cultural offers museums, theatres, opera, concerts, restaurants, bars, shops and department stores, etc). 1.3.3 Types of Fair Organizers: Independent organizers of fairs/exhibitions rent the appropriate exhibition space to a fairground owner for hosting their events. Some not-for-profit federations or associations might organize their own fairs
in a joint venture with private fair companies. In many cases, fairground owners can also be exhibition organizers. Usually, the city is the owner of the fairground. Nowadays, traditional and long-experienced European fair companies are starting joint ventures with foreign fair organizations located in regions like the Middle East or the Asia/Pacific. For example, German fair organizers are exporting their fairs to these areas, or they take part in joint ventures regarding the construction of new exhibition centres (such as the cooperation between Shanghai and
Düsseldorf/Munich/Hanover). 1.4 The Marketing functions of Fairs and Exhibitions 1.4.1 Basic Functions: The basic functions of every fair or exhibition is to join supply and demand, provide information, and show technical trends and developments, all in one time and in one place, using face-to-face communication. Fairs and exhibitions are a unique opportunity for achieving trade objectives, because they are the most efficient way to reach a complete market audience and do business all in one shot. Fairs and exhibitions are also an indicator of economic and market trends, because they reflect market procedures, types and scopes of market changes, as well as directions and speed of future developments. Fairs & exhibitions are more than just a marketing tool; they are an entire market place. The function of fairs to serve as a place for personal contacts and faceto-face communication will remain of fundamental importance in the times of increasing use of telecommunication means, new media, and Internet.
1.4.2 Promoting, Launching, and Selling: Fairs and exhibitions are the right pace to achieve fundamentals trade objectives, as they give the opportunity to:
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Win new customers and collect high quality leads, Entertain existing and loyal customers, Renew contacts with past customers, Launch new products or services, Show and promote full range of products or services, Accelerate the selling process, and generate sales, Build and increase company and brand image, Consolidate public relations, Generate media interest.
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The major surveys carried out on this issue prove that fairs and exhibitions are more effective than any other tools to achieve all these goals at once. (Graphs)
? Source: AEO (Benchmark Research)
1.4.3 Assessing, Learning, and Interacting: Fairs and exhibitions are the most cost-effective way to be directly in the heart of a business sector, because apart from doing business, they enable to:
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Learn more about the clients' and prospects' expectations, Get immediate feedback on product range and corporate image, Build and enlarge prospects' database, Research the market and competition, and assess market potentials,
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Keep up-to-date with innovations and new technologies, Maintain a presence in the marketplace, Locate possible agents and distributors, Initiate cooperation, alliances, and joint ventures, Recruit new staff.
? In terms of market knowledge and corporate positioning, statistics show that fairs and exhibitions fulfill these main expectations all in one site. (graphs) ?
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Source: "Trade Fair Function and Potential Analysis", survey conducted by EMNID Institute (1,105 companies questioned) 1.4.4 Return on Investment: Fairs and Exhibitions generate a high Return on Investment, because the invested amounts of time and money will be greatly refunded. In addition, costs spent in the selling process are worth more when backed by fairs and exhibitions. Trade shows and Exhibitions are known to have a high return/expense ratio. An EEAA (Exhibition Association of Australia) survey showed that an average expenditure of 9% of companies' marketing budgets in trade far events resulted in a return of 23% of business.
CEIR studies have shown that: 76% of exhibition attendees arrive with an agenda; 48% of exhibition leads don't require a sales call to close the deal; Exhibition leads cost 56% less to close than field sales calls; 87% of exhibition attendees say they will share information obtained at exhibitions with their immediate superiors.
Source: Center for Exhibition Industry Research (CEIR) 1.5 Fairs & Exhibitions as an Important Factor for Economic Development Beside the expenses related to the participation in a fair itself, both exhibitors and visitors spend large amount of money during a fair for accommodation, restaurants, transportation, entertainment and other indirect services. These expenses do not only increase the profits of
the local businesses, but they also have positive effects on local employment while increasing tax revenues. Studies have shown that half of the exhibitors' expenses remain in the exhibition city or its surroundings, and that a visitor spends between 200 and 350 US$ per day in the city. It is also estimated that a fair brings six times the organizer's revenue into the city/region. This effect is called "indirect profitability". In addition, fairs and exhibitions serve as a stimulus for the national industries and as a means for improving the technological know-how and equipment, as well as enhancing the import/export activities, especially for the less developed countries.
About Faith Designs: Faith Designs is one of the leading design companies in India providing online solutions: stall design and fabrication for exhibition, professional website design, web development, e- commerce solutions, CD ROM multimedia presentations, graphic design, website maintenance, 2D & 3D animation, walkthrough for your business 1. Services: 1.1 Walkthrough Services: Faith Designs’ walkthrough Services allows you to visualize your concepts in greater detail. A Walkthrough can make you imagine forms, construction and space of proposed buildings. We can give you a 360-degree view or take you through elevations, plans and crosssections giving you a peak of your final construction. We can work on sketches or CAD drawings (dxf, dgn files) for your walkthrough model. Architectural and engineering firms, design consultants, architects, real estate firms an property developers have discovered the value of architectural design services to provide added vale to their customers through specialized architectural design services. Our 3D architectural visualization skills give you the cutting edge when it comes to marketing your innovative ideas to customers and stakeholders. 3D rendering lets your customers see a non- existent building as if it was already there. Faith Designs’ attention to detail gives photo- realistic touches to bring your imagination to life. Walkthroughs or flythrough take prospective customers and buyers on a virtual tour of building complex that is being presented. The
team at Faith Designs work in close collaboration with your designers to
create walkthroughs that will help you with pre- visualizing your project. This also helps if you wish to modify your design or for marketing light
commercial buildings or residential complexes in the initial stages of development. What you gain by our services: 1. We listen to what you need 2. We design a copy from images to content 3. We seek your approval And 4. We complete the entire process
Flexibility: Scale up or scale down according to work- cycle demands Capability: Offers your customers a service you don’t yet have on your portfolio Growth: Get started on your next project without tying up precious human resources Speed: Our day is your night – expect quick turnaround times and reduced costs Lower Overheads: Work from project to project. Turn fixed costs into operating costs. Get quality without adding on human resources.
Activities undertaken at Faith Designs: 1. Exhibit / stall fabrication 2. Website development 3. Customized exhibit/ stall design 4. Architectural perspective / walkthroughs 5. Tradeshows 6. Concerts 7. Red carpet events 8. Public relation 9. Retail showrooms
10. Sets / stages 11. Fashion Shows / Award Shows 12. Promotional Launches 13. Red Carpet Events 14. Public Relation 15. Retail Showrooms 16. Sets / Stages 17. Fashion Shows / Award Shows 18. Promotional Launches
2. Exhibitions: 2.1 Exhibition stall designs and fabrication: When you have a presence at a trade show or an exhibition, you need the right tools to underline your presence. The interest generated in your stall will depend a lot on what your stall looks like. Setting up a stall is an art. Faith Designs is a pioneer in exhibition stall designing, fabrication / erection as per client requirements of timeline, quality and cost. We work in stages to ensure client's requirements are kept in mind at every stage and all the possibilities are communicated to the client at every stage. These include the following: Exhibition stall design and fabrication, portable display and exhibition stand, signage design, stall installation and dismantling, display design and setup, fabrication We conceptualize and design display graphics and provide interior and professionals exterior walkthroughs of shops, showrooms, office interiors, furniture and exhibition stands, exhibition stalls, pavilions, glow signs translites, billboards, digital banners, shop signage,
scrollers etc. Faith designs provide complete installation / dismantle service exhibition also. International exhibitors exhibiting in India and Indian exhibitors exhibiting internationally 2.2 Web design and development: Today we have come a long way with technology. Having served numerous customers, both in India and USA, UK, Canada, Holland, Middle East, we have been able to create an identity as one of the qualified and experienced "web developers". Long term relationship and trust is what we believe in. We continue to strive successfully to satisfy the varied tastes and requirements of our customers. Your website speaks volumes to your customers, your employees, and your competition. We understand the challenges you face and design engaging, memorable sites that communicate your image and professionalism, and strengthen your position with your target audience. Website designers develop the corporate and professional websites design, web development, web hosting, website maintenance, ecommerce solutions & updation services in Mumbai, are just some of the projects faith designs can provide for your company. Overview of our web design services: 1. Website design, redesign, development 2. Flash/Shockwave/ HTML/DHTML 3. CSS/JavaScript/ASP 4. E-commerce integration 5. User Interface (UI) Design 6. Database Integration
7. Search engine and directory optimization 8. Custom graphics 9. Web site maintenance & updation 10. E-greetings 11. E-mailer
3. Promotional designs: Our creative design team offers many services tailored to achieve your creative and marketing objectives, including indian graphic design, print and multimedia services. Our creative services include: 1. Logo Design 2. Stationary Design 3. Brochure Design 4. Business Card Design 5. Illustration Design 6. CD-ROM Interface 7. Web Design & Re-design
? Whether you need a single effective piece or an entire promotional campaign put the faith designs team to work for you.
4. Overall Focus: 4.1 Sector Analysis: 4.1.1 Size of the sector: This sector includes exhibitions, real shows, all activities at malls, event management, etc. This sector is still not considered as a contribution to the Indian economy. Hence, it is considered as an unorganized sector. In terms of value, size of this sector is anywhere between 1000crores to 2500crores. If you consider only exhibition, sector size in terms of value is around 1000crores. And, if you consider the entire unorganized sector which includes labor, exhibition, etc, then sector size is around 2500crores.
4.1.2 Number of players: In Mumbai, there are around 25 players in this industry. In India, there are more than 100 players. The big and the dominating companies include Meroform (India) Pvt. Ltd, EMC and Blackpepper Exhibition Solutions.
4.1.3 Organization ranking: According to www.aayojak.com, Faith Designs is ranked fifth last year in Mumbai area. 4.1.4 Organization’s USP: Has achieved around 25- 30 awards for design, fabrication and innovation. 4.1.5 Market Share: Before previous year, the market share of Faith Designs was only 56%. However, the market share has increased to 15- 17% last year according to www.aayojak.com.
Potential for growth: Faith Designs aims to capture another 10% market share this year.
5. Organizational Analysis: 5.1 Strategy: 5.1.1 Expansion Plans: Faith Designs plans to increase the number of people working. Currently, 6- 12 people are working. Both organic and inorganic growth options were tried in the past in cities like Mumbai, Delhi, Bangalore, Chennai, Kochi, Ahmedabad and New Bombay. Faith Designs have vendors in Germany and Dubai.
5.1.2 Diversification: Faith Designs undertake activities like Web Designing, SAP, Exhibition stall designing and Website designing. The major vertical is solely Exhibition stall designing.
5.1.3 Joint Ventures: No Joint venture with any organization. In terms of investment, the chairman Mr. Priyank Dahanukar has a 50% partner in Web designing business. Company name is WebTechnee.
5.1.4 Strategic Alliances: Faith Designs has vendors in Delhi (Vikram Bawa- Contractor), Germany (Messe Aachenkoch), Dubai (Faith Designs, P.O. Box114120) and Bangalore (Meroform).
5.1.5 Corporate Governance: No Corporate Governance
5.1.6 Mergers and Acquisitions: No M&A.
5.2 Operations: 5.2.1 Locations: Corporate and registered office, both at Dadar.
5.2.2 Technology: Designers at Faith Designs use software like 3D Max, Adobe Photoshop and Corel Draw for designing. Other utility software include DRPU Bulk messaging, TATA Dakom, Uninor and Send Blaster for email sending.
5.2.3 Product Groups: Services B2B.
5.2.4 Outsourcing Policy: Design for advertising agency, White Outsourcing- Labor and material charges.
5.2.5 R & D Activities: In terms of materials used for stall construction. For example, Lycra is used for high tensile strength. Also, in terms of light adjustment to make 3D designs more effective.
5.2.6 Quality related issues: Arises in 2 out of 100 projects.
5.2.7 Good Manufacturing Practices: To consult clients about the designs 3- 4 days in advance in order to fabricate the stalls effectively at exhibitions/ trade fairs.
5.3 Marketing: 5.3.1 Product Lines: ? Exhibition stall:
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Brochure Design:
5.3.2 Major Competitors: ? ? ? ? ? ? ? ? Meroform India Pvt. Ltd. EMS events India Pvt. Ltd. For MyBoxHead Black Pepper Exhibition Solutions Sanspareil Brain Wave Creatives Pavilions and Interiors Panache Design Solutions
5.3.3 Sales Channels: No sales channel. Only direct sales.
5.4 Finance: 5.4.1 Ownership: 100% ownership by the chairman Mr. Priyank Dahanukar.
5.4.2 Funds Raising Programs: Allows investors to invest in the business but no plans to take loan.
5.5 Human Resources: 5.5.1 Manpower Planning: Hiring people starts in June when the exhibition/ trade fair season kicks off. After hiring people, they are trained in SpeakWell academy for speaking skills and Arena multimedia for tele- marketing training.
5.5.2 Job Analysis and Job Description: The organization has a flat structure. There are micro teams of designers, marketers and the head of the organization. The designing team carries out the design on licensed software (3D Max2007, Adobe Photoshop, Adobe after effects and premiere for audio/ video). The job of a marketer is to give presentation to clients after getting leads from the head. Then, marketer provides brief designs to in house designers. Once the design is ready, marketer presents the design to the client until it is finalized.
5.5.3 Compensation Policy: Gives travelling allowance to workers and marketers who do research work on the field.
5.5.4 Recruitment Policy: Hire and fire.
5.5.5 Training and Development Policy: Gives various books including eBooks for studying. Various video tapes are also provided for learning marketing jargons and sales methods. Book name- One minute sales manager
5.5.6 Retention Policy: An employee has to sign a bond for 6 months, until then the employee is not permanent.
5.5.7 Employee Benefits and Welfare Measures: Faith Designs is not listed on the BSE/ NSE. It is an SME. It does not fall into ESIC sector. Hence, no Public Provident Fund or Insurance is provided to the employees.
5.6 Systems 5.6.1 ERP: It uses an open ERP system which includes CRM, sales management as well as project management.
6. Research methodology: 6.1 Research design: It is a descriptive research to do the research of companies doing the stall design and fabrication work. The research is based on the designed questionnaire which led to fact finding inquiries of various players in this industry.
6.2 Sampling Design: 6.2.1 Sampling Technique: The sampling technique used for the purpose of the study is NonProbability Convenience Sampling. Here the most accessible population members from which information can be obtained is selected. It is due to the limitation of time. 6.2.2 Sampling Size: Sample size is 25. The research majorly covered all the companies in Mumbai. The research focused Mumbai region only due to limitation of time. 6.2.3 Data Collection Methodology: The data for this research has been collected from both primary as well as secondary sources. Primary data includes meetings with top executives at their companies, workshops and telephonic conversations. Secondary data includes generic information from company’s website, pamphlets and brochures provided by the companies.
7. Data collection and interpretation: 7.1 SWOT analysis:
7.1.1 Meroform India Pvt. Ltd.
www.meroformindia.net Meroform (Fair Design India) - Main office- Delhi. Branches in metros- Chennai, Mumbai, Bangalore and Pune General Information: ? ? ? Had partnership with Pavilion and Interiors, now single identity as Meroform Business all over the world Have tie- ups with German Chamber of Commerce, Korea Trade Centre, Italian Trade Centre, and Thailand Trade Centre which books places (pavilions) ? ? ? ? Foreign Collaboration- Merogmbh (Germany), GL events (France) and ITPO (Indian Trade Promote organization) Workshop at Khairane road, Sakinaka with 5000 sq ft area Software’s used by the designers is 3dmax, CorelDraw, Adobe Photoshop, AutoCAD Turnover of the company last year was 55 crores.
Strengths: ? ? In business since last 10 years. 35 employees in Mumbai including 5 designers. 30 workers in workshop.
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Around 35000 projects done.
Client List: ? ? ? ? ? ? ? ? ? TATA ENGINEERING MARUTI SUZUKI SONY INDIA NATIONAL PANASONIC GODREJ APPLIANCES SCHNEIDER SIEMENS WHIRPOOL OF INDIA LTD. BHEL ? ? ? ? ? ? ? ? PHILIPS INDIA PHOENIX LAMPS BAJAJ TEMPO ION EXCHANGE MOTOROLA FIAT INDIA AGRANI R. K. MARBLES
Exhibition Organizers ? ? ? ? ? ? ? ? ? INDIA TRADE PROMOTION ORGANISATION CONFEDERATION OF INDIAN INDUSTRY INDO GERMAN CHAMBER OF COMMERCE UBI FRANCE, FRANCE FICCI IMTMA BROADCAST ENGINEERING SOCIETY MCCIA TATA INFOMEDIA LTD.
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INTERADS LTD.
AUTO EXPO 2004, NEW DELHI ? ? ? ? ? ? Tata Motors - 4000 Sqm. Maruti Suzuki - 1700 Sqm. Bajaj Tempo - 750 Sqm. British Pavilion - 150 Sqm. ACMA-Asli Naqli Pavilion - 150 Sqm. Indo German Pavilion - 1000 Sqm.
IMTEX 2004, MUMBAI ? ? ? ? ? ? ? ? Conceptualizing & Designing of Exhibition General Construction - 8000 Sqm. Protocol Lounge Cyber Café Registration Booth Signages IMAG – German Pavilion - 500 Sqm. Micromatics - 700 Sqm.
ELECRAMA 2004, NEW DELHI ? ? ? Conceptualizing & Designing of Exhibition General Construction - 2000 Sqm. Schneider Electricals - 600 Sqm.
SKAL, CHENNAI ? Conceptualization of Exhibition and Conference
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General Construction - 5000 Sqm. Backdrop and Stage Conference Hospitality Services Signages Decorative Elements Exhibition Hangar Tamil Nadu Tourism - 144 Sqm.
STONEMART 2003, JAIPUR ? R. K. Marbles - 500 Sqm. - Best Pavilion Award
CONVERGENCE INDIA 2003, NEW DELHI ? ? French Pavilion - 260 Sqm. UK Pavilion - 75 Sqm.
SATTE 2003, NEW DELHI ? ? ? ? ? ? ? ? General Construction VIP Lounge (Two Level) VIP Lounge (Two Level) Restaurant Registration Booths Signage Brown & Sharp - 120 Sqm. ISGEC - 200 Sqm.
ELECRAMA 2004, NEW DELHI ? ? ? Conceptualizing & Designing of Exhibition General Construction - 2000 Sqm. Schneider Electricals - 600 Sqm.
STONEMART 2003, JAIPUR ? K. Marbles - 500 Sqm. - Best Pavilion Award
CONVERGENCE INDIA 2003, NEW DELHI ? ? French Pavilion - 260 Sqm. UK Pavilion - 75 Sqm.
SATTE 2003, NEW DELHI ? ? ? ? ? ? General Construction VIP Lounge (Two Level) VIP Lounge (Two Level) Restaurant Registration Booths Signages
LIGHT INDIA INTERNATIONAL 2002, NEW DELHI ? ? ? ? ? ? ? ? ? ? ? Conceptualizing & Designing of Exhibition General Construction Protocol Lounge Cyber Café Registration Booth Signages Philips - 1000 Sqm. Phoenix Lamps - 250 Sqm. Asian Electronics - 70 Sqm. Jaquar - 100 Sqm. Light & Sound Image - 70 Sqm.
WORLD TRAVEL MART, LONDON ? Department of Tourism - 3300 Sqm.
INDIAN TRADE EXHIBITION, MOSCOW ITPO (Indian Trade Promote Organization) (Official Contractor) 1000 sqm. ? ? ? ? Theme Area Lounge Area Signages General Construction
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Decorative Elements Department of Tourism - 54 Sqm. APEDA - 100 Sqm. Tata International - 180 Sqm.
SAARC EXHIBITION, KATHMANDU ? ? ? ? ? ? ? ? ITPO (Official Contractor) - 2000 sqm. Theme Area Lounge Area Signages General Construction Decorative Elements Outside Tensile Structure Dabur India Pvt. Ltd - 50 Sqm.
INDIA INTERNET WORLD 2001,NEW DELHI ? ? ? ? ? ? ? ? ? General Construction Conference Halls (Sound Proof) Lounge Area Key Note Hall Registration Booth Cyber Cafe Help Desk Signages Computer Associates - 120 Sqm.
Exhibitions on Tours & Travels Executed by Meroform SATTE 2003, Pragati Maidan, New Delhi organized by M/s. Cross Section Publication ? ? ? ? ? ? ? ? Official Contractor South Africa Singapore Jammu & Kashmir Delhi Tourism Protocol Lounge Restaurant & Bar Signages
SKAL ? ? ? ? ? ? ? ? ? Conceptualization of Exhibition and Conference General Construction - 5000 Sqm. Backdrop and Stage Conference Hospitality Services Signages Decorative Elements Exhibition Hangar Tamil Nadu Tourism - 144 Sqm.
WORLD TRAVEL MART, LONDON organized by Ministry of Tourism ? Department of Tourism - 1200 Sqm.
Weakness: Price of the stall is calculated at Rs 6000/ sq ft Unique Feature: Complete service to clients and quality assurance. Marketing initiatives: Gets exhibition list from the organizers. Then, presentations are given to the clients. But, most of the clients come to Meroform for the brand and reputation created since years.
7.1.2 myboxhead.
General Information: ? One stop solution in terms of Exhibition stall designing and fabrication, media designing, web designing, photo shooting, brochure concept and designing, campaign conceptions and designing and branding ? Offices in Mumbai, Delhi and Dubai
Foreign collaborations are: 1. Fair play- Europe 2. Azum- America 3. Simple Solutions- Dubai
Awards and recognitions: 1. IIJS (2006) 2. Property Show (2008- 2009) 3. Photofair for Olympus (2010)
Strengths: ? ? ? ? 7 years in business 12 employees working in office, 5 of those are designers 20- 25 workers working in workshop located in Kandivali More than 350 clients served
Clientele list: 1. OLYMPUS 2. WIPRO 3. CUMMINS 4. HUAWEI SYMANTEC 5. KINGSTON 6. TATA 7. VOLTAS 8. PHILIPS 9. ACME GROUP Weakness: Nil Unique Feature: ? ? It does portfolio shoot and photo shooting of cars and interiors Strive to grow technically and geographically into national and world renowned organization STALL GALLERY: KINGSTON TECHNOLOGY:
7.1.3 Trident.
Trident (www.trident-india.net)
General Information: ? ? Boasts as the leading exhibition agency and are one stop shop for all the needs in exhibitions Headquartered at Delhi with branch office in Mumbai; handles projects in all parts of the country from Delhi- Cochin. ? ? ? ? ? Branches in India: Mumbai & Chandigarh Branch in Qatar: Doha In house factory in a 20000 sq.ft area with state of art machines and skilled professional workers They are the exclusive Indian distributor of Featherlite® Exhibits, USA Software’s used are 3Dmax, Photoshop and AutoCAD
Important- Are also a part of Concept Communications (headquartered in Singapore), a global network of leading design studios across the world, accredited with ISO 9001 Strengths: ? 14 years in business
?
200 booths/ pavilions over the last few years.
Client List:
Merchandising Solutions: ? ? ? ? ? ? ? ? Cadbury Connect General Motors Hyundai Motors ICI Dulux LG Electronics Motorola Pagers Revlon
Modula Modular Systems: ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? Tata InfoTech Aviva Life Insurance SGS Minda Huf Winmedicare Schwabe PSI Hyundai LG Electronics Videocon
Exhibitions: Domestic: 1. Alstom 2. Aviva 3. Bombardier 4. Compaq 5. Dabur 6. Fujifilm 7. GAIL ltd
International:
1. Air France 2. Borouqe 3. Cartoon Network 4. CNBC 5. Commercial Bank 6. Exxon Mobil Weakness: Nil Unique Feature: ? ? ? ? ? ? ? Plans & implements a variety of events such as conferences, seminars, and product launches & entertainment products. Hyundai- Multi City Car Launch General Motors- Multi City car Launch Glaxo- Product launch
? ? ? ? ? ? ? ? ? ? ? ? ? ?
Sharp Electronics- Launch & display of LCD products Konica Films- Launch & press conference FujiFilms- Crystal Film Launch HBO channel- Multi City Launch Hercules Health Products Launch Dabur Sunova- Roadshow & promotion Commercial Bank of ICICI Bank- Tie up Event
7.1.4 Sanspareil.
Sanspareil- www.sanspareil.in General Information: ? ? ? ? Company started in 2008, small company Mr. Ajay Ogale (graduated from Rachana Institute), designer, has 4 years experience in everything of stall designing 12- 15 clients served Designing done by drawing sketches mostly or 3Dmax
Important: ? Clients are not direct; Merck Company gives work to a person named Ashutosh and Ashutosh outsources to Sanspareil. Ashutosh is client ? Planning to open a branch in Delhi
Strengths: ? ? ? More than 25 projects done 15 employees in office Workshop in Chembur (12 workers)
Clientele list: 1. Kingston (pen drive manufacturer) 2. Biotech (pharmaceutical company) 3. Hetero Healthcare 4. Idea 5. Kodak 6. Meyle- German 7. Hilton_Oceantex 8. Mihir Gems IIJS 9. Amizara 10. Kolsite PlastIndia ? Designed stalls for Cosmos Interiors (Dubai) and Ukraine based company as well Weakness: Nil
Unique Feature: ? ? ? Fast in services Immediate response to clients Their client Man Infra, won award for stall with best design and best concept Albums of Clients stall:
7.1.5 Rachana Exhibition Display.
General information: ? ? ? ? Works from home and the only person of the company; designer himself Company operates nationally and has no foreign collaboration Hires workers on contract basis during construction process Software used by the designer is CorelDraw
Strengths: ? ? Business since last 4 years Numbers of clients served are around 6
Weakness: ? ? No awards/ recognitions Price of stalls ranges from 10K to 25K, depending upon area, view and material to be used.
Unique Feature: ? Commitment given to the clients
7.1.6 Insta Exhibition.
Website- http://www.insta-group.com/ General Information:
Strengths: ? ? ? Founded in the year 2003 Team of 350 professionals at local level and more than 550 at a global level Client list: Over 750clients
1. Dabur India Ltd 2. Citibank India Ltd 3. Johnson & Johnson Ltd 4. Bharti Airtel Limited 5. Oracle India Private Limited 6. Microsoft Corporation (India) Pvt. Ltd 7. General Motors Corp 8. Wipro Infotech Ltd 9. Vodafone Essar Ltd 10. Sony India Pvt. Ltd
Weakness: Nil Unique Feature: ? ? End to end solutions in indoor and outdoor premises INSTA is one of the very few companies in the industry who have achieved ISO 9001:2000 certification.
Custom Exhibition Solutions: Balkrishna Tyre Expo:
MENU BASED SOLUTIONS:
MOBILE EXHIBIT SOLUTIONS:
7.1.7 Aimsite Display.
General information: ? ? ? Uses 3Dstudiomax for designing Delivery time of stall fabrication depends on clients requirements Stall price ranges from 10k to 10 lakhs to 40 lakhs
Strengths: ? ? ? ? ? Around 200- 300 clientele 20 years of business 20- 30 people working in office and 50- 60 in workshop (workshop and office together) Business all over India Undertakes structuring of stalls as well
Weakness: ? Not received any awards and recognitions
Unique Feature: ? ? Also provides branding services and part of CII events Renowned for excellent corporate jewellery and watch pavilion and stall, interiors
7.1.8 Ebenezer Enterprise.
General Information: ? Started by Mr.Binoo Varghese in 2006. Initially, work undertaken by Ebenezer Enterprise was outsourced to Binoo’s colleagues who are in the same business. Now, it does all the work with own team and godown. ? ? ? ? ? Binoo Varghese has 17 years of experience Company newborn and has served around 3 clients Operating team with 7 permanent members. Hires people when exhibition work comes Has foreign collaboration in a Dubai based company Workshop in Sakinaka (Khaverine)
Strengths: ? ? ? Approaches clients for providing services Building their website Small stall construction requires only 5- 6 workers
Weakness: ? ? No website Huge stall construction requires 15- 20 workers
Unique Feature: ? ? Has launched new product called “Binoo Systems” which makes stall construction faster Heavily designed stall construction can be installed in just 12 hours by using Binoo Systems
7.1.9 Roots Global.
Roots Global General Information: ? ? ? ? ? Company into business since 2006 Branches in Delhi and Bangalore Licensed software’s are used for designing Number of workers working in stall fabrication depends upon the project Company operates both nationally as well as internationally
Strengths: Team has exceptional professionals, each with between ten and twenty years of experience in their respective specializations Served clients across the category: 1. Apple 2. TATA 3. Siemens 4. Sterlite 5. Polaroid 6. Voltas Ltd 7. Pinnacle Industries Ltd ? List of Projects:
? ? ? ?
More than 30 employees working in office Has a Pan India workshop Has foreign collaboration Has received awards/ recognitions for businesses provided
Weakness: Nil Unique Feature: ? Provides customized solutions
7.1.10 6brain/ Creative Bulls.
(www.6brain.com, www.creativebulls.com) General Information: ? Specialization in- Web Designing, Graphic Designing, Internet marketing, Interactive services, 2D- 3D designing and Exhibitions and Events ? ? ? No workshop, fabrication work outsourced No foreign collaboration; no awards and recognitions Turnover last year- 50 lakhs roughly
Strengths: ? ? ? years in business employees that includes 2 designers 11 projects done
Client List: ? ? Makwana & Patatdia Big Blue Marbles
? ? ? ? ? ?
G. B. A. Group (UK) Exim Logistic Global Fashion Indian Aviation Godrej MUMBAI Port Trust
Weakness: Nil Unique Feature: Quality work in time Marketing initiative- New customers are obtained from the internet. Other clients are fixed. We create advertising and marketing materials therefore ensuring that the message is heard and understood
LOGO designs:
7.1.11 Tejaswi.
General Information: ? ? ? ? Operates nationally, company in Mumbai/ Delhi Workshop in Goregaon Software used is 3Dmax No foreign collaboration; no awards/ recognitions
? Specialized in - Exhibition Stall fabrication in Mumbai, Exhibition stall fabricator Delhi, Stall Fabricator, Booth Fabrication, Exhibition, Stall, Fabricator, Branding, Stall on Hire, Stall Rental, Equipment Rental, fabrication, Kiosk Fabrication, Kiosk, Mall Kiosk, Mumbai, Delhi, Ahmedabad, Bangalore, Chennai, India, Exhibition
Equipments on rental, Plasma Rental, Rental Services. Also offers a range of services in all aspect of Event Management, Exhibitions, Branding, Promotion, Designing
Strengths: ? 3-4 years in business
? ?
7- 8 employees working in office More than 200 clients served
Client list: 1. Kuraray 2. Carysil 3. Siemens, etc Weakness: Nil Unique Feature: ? It provides complete turnkey exhibition design solution to exhibition stand requirements
CONCLUSION ? Stall design and fabrication is a very old industry as this emerged long time back in the 1970s. ? This industry is still not considered to be contributing to the Indian economy; hence most of us are not aware about it. ? Any new player can enter this industry as there is no entry barrier. Later, that entrant has to develop interaction with clients as contact of client is very important. ? Few existing players are members of exhibiting organizations like India Institute Jewellery Show (IIJS) which happens every year. Such membership helps to get clientele list from organizers. Other organizer is India Exhibition Industry Association (IEIA) and Gems and Jewels ? Many companies in this sector also diversify by providing additional services like portfolio shooting, web design, brochure design, etc ? Hence, it a very good industry and a booming one and the major advantage is that one can start this business independently and can expand later.
SCOPE FOR FURTHER STUDIES
APPENDIX Questionnaire:
1. 2. 3. 4. 5. 6. 7. 8. 9. What is the tenure of your business? How many clients have you given service to? How many projects have you done? How many employees work in your office? Where does the stall fabrication take place? How many workers work in fabrication process? Workshop, if any? Which software is used for designing? Do you have any foreign collaboration?
10. Any awards/ recognitions? 11. Is your company operating nationally/ internationally? 12. Any unique feature of your company as compared to other companies in stall designing? 13. Any collaboration with Exhibition organizers? 14. Marketing initiatives taken to increase clientele? 15. Company’s turnover last year?
Bibliography/ Webliography:
? Business plan for Startup Business (www.ebusinesshelpcenter.com) ? Marketing Management- by Philip Kotler, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha ? How to Write a Great Business Plan- by William A. Sahlman ? On Target: The book on Marketing Plans- by Tim Berry and Doug Wilson ? www.biztradeshows.com ? www.faithdesignsindia.com ? www.eventfaqs.com ? www.manchcommunication.com ? www.expodesign.in ? www.aayojak.com ? www.openerp.com
doc_136871155.docx
This is a documentation about the exhibition stall and fabrication industry.
Project Title
Market Research of Exhibition Stall Design and Fabrication Industry
TABLE OF CONTENTS
1. Executive Summary……………………………………….. 2. Objective, Scope and Limitations…………………………. 3. Introduction 3.1 Background and Fundamentals…………………….. 3.1.1 Ancient times…………………………………… 3.1.2 Middle Ages……………………………………. 3.1.3 Industrial Revolution…………………………… 3.1.4 Current Times…………………………………..
3.2 Definitions and Types of Fairs and Exhibitions 3.2.1 Trade Fairs v/s Exhibitions……………………. 3.2.2 `International, National and Regional Fairs and Exhibitions……………………………………… 3.2.3 Types of Fairs and Exhibitions………………. 3.3 The Product “Fair/ Exhibition” 3.3.1 The Exhibition Ground or “Hardware”……….. 3.3.2 The Event and its related services or “Software”… 3.3.3 Types of Fair Organizers……………………………
3.4 The Marketing functions of Fairs and Exhibitions 3.4.1 Basic Functions……………………………………….. 3.4.2 Promoting, Launching and Selling…………………… 3.4.3 Assessing, Learning and Interacting………………… 3.4.4 Return on Investment………………………………….
3.5 Fairs and Exhibitions- Important factor for Economic Growth
4. About Faith Designs 4.1 Services o Walkthrough Services…………………………….. 4.2 Exhibitions o Exhibition stall designing and fabrication………. o Web Design and Development………………….. 4.3 Promotional Designs……………………………………… 4.4 Overall Focus 4.4.1 Sector Analysis
5. Organizational Strategy 5.1 Strategy………………………………………………….. 5.2 Operations………………………………………………. 5.3 Marketing……………………………………………… 5.4 Finance……………………………………………….. 5.5 Human Resources……………………………………. 5.6 Systems……………………………………………….. 6. Research Methodology 6.1 Research Design……………………………………. 6.2 Sampling Design…………………………………….. 6.3 Data Collection Methodology………………………..
7. Data Collection and Interpretation o SWOT Analysis…………………………………. 8. Conclusion……………………………………………….. 9. Scope for further improvement…………………………. o Appendix………………………………………….
Executive Summary
The core part of the project focused on the study of companies in stall design and fabrication industry in Mumbai. Based on the requirements of the project head, the research was to analyze major companies in stall design and fabrication industry by doing their SWOT analysis. The other part of the project was to make a corporate presentation of Faith Designs which can be presentable to their existing as well as new clients. The project also had insights about the understanding of NSICCRISIL report of why SMEs should go in for ratings. Overall, it was a good learning project and the study helped me recognize an industry which is growing/ booming by the time and a worthy industry to invest in by new business entrants.
Objective: 1. To study the Stall Design and Fabrication Industry 2. To do SWOT analysis of companies in stall designing/ fabrication business 3. To make a marketing plan for Faith Designs 4. To understand NSIC- CRISIL report- Why SMEs should go in for Ratings: SE 1B
Scope: We understand that an exhibition is the single most important place where producers and purchasers meet. And nothing can be more attractive than an exhibition stall. Till date attractive exhibition stalls remain the most effective method of marketing. In a true sense, exhibition is a place to footfall for various companies to display their products and/ or services which they produce. Hence, stall designing and fabrication becomes the need. Stalls erected at trade fairs/ exhibitions become a temporary office. So, stall designing has become an important part at such exhibitions as it develops/ becomes a brand identity.
This report highlights the following points: 1. It will provide a complete and clear idea about stall designing and fabrication industry, 2. It will provide an analytical insight to a reader about the industry and various market leaders in this unorganized sector. Limitations: 1. The research is completely based on the questionnaire and the responses received from the various companies visited.
2. Further, the research was done in Mumbai only. The research would have been more accurate if it was done in other cities like Delhi, Bangalore, Kolkata and Chennai.
1. Introduction:
1.1 Background and fundamentals 1.1.1 Ancient Times: The historical traditions of trade go back to Ancient Egypt, the Greek Civilization and the Roman Empire, when journeying traders met local producers in market places and bazaars. The Romans began to host fairs from itinerant locations to permanent places, thus developing a kind of "Fair Industry". In the Bible, a fair taking place in the town of Zor (now part of Lebanon) is mentioned in the Old Testament ("Ezekiel", Chapter 27). Herod King of Judea (37-4 B.C.) was the first to build a permanent fair centre (3,200 m2) with a wall around it, located in the town of Botana, and where archaeologists found evidence (coins mainly) indicating that visitors of this fair centre came from Syria, Egypt, Italy, Greece, Spain and France.
1.1.2 Middle Ages: The term "fair", which was only used for the first time in the Middle Ages, comes from the Latin word "feria", meaning a religious festival, usually taking place near a convent or a church. The same sense is to be found in the term currently used in German - "Messe", which derives from the Latin term "Missa", or religious service, at which the priest, on pronouncing the final words "ite, Missa est", declared the religious service at an end, thus giving the sign for the opening of the market, usually held in the church square. The first fair of this kind was the "Foire de Saint Denis" near Paris, founded by King Dagobert. The first fair which had not only cash-and-carry products, but also production means, was the Leipzig fair (Germany) held in year 1165. Records found in the archives of the city of Utrecht (The Netherlands) also indicate that Bishop Godebald gave the city a charter in 1127, which included the permit to organize "fairs" outside of the town
ramparts. At that time, the city of Utrecht already organized 4 fairs annually.
1.1.3 Industrial Revolution: The process of industrialization, which began in the 18th century, required new sales and distribution channels, thus affecting the trade fair business. During the 18th and 19th centuries, fairs indeed evolved from sites for direct sales to sites displaying a broad range of available goods: only samples of much more diverse product ranges were exhibited. These fairs were known as Sample Fairs (from the German "Mustermesse"), initiated for the first time by the Leipzig Fair. These sample fairs, with a wide range of investment and consumer goods, dominated the fair scene in Europe up to the middle of the 20th century. In addition, at the end of the 19th century, and in the early decades of the 20th century, numerous exhibitions of national significance were organized, mostly dedicated to a specific theme, for example electricity, health or mechanical engineering, and primarily aimed at the general public.
1.1.4 Current Times: After the Second World War, the fair business started following the trend of rising specialization of the economy. A large amount of specialized fairs, and consequently a broader diversity of fair locations, arose. Despite the emergence of high-speed, electronic
communications methods during the 20th century, fairs and exhibitions today - as temporary marketplaces - continue to rank as one of the most dynamic and effective sales and marketing tools in existence. Fairs, as a complex mixture of information, communication and entertainment, are truly the only marketing communications media
allowing the full exploitation of all five senses in an environment of face-to-face interaction. At the beginning of the 21st century, the fair business is characterized by a continuously growing supply of fairs and exhibitions: fair organizers enlarge their field of activities on a worldwide level, while being engaged in international co operations. 1.2 Definitions and types of Fairs and Exhibitions
1.2.1 Trade Fairs vs. Exhibitions: There are many understandings and definitions of trade fairs and exhibitions. However, the following are generally and widely admitted. Trade fairs are market events of a specific duration, held at intervals, at which a large number of companies present the main product range of one or more industry sectors and mainly sell it on the basis of samples. Trade Fairs predominantly attract trade and business visitors. Exhibitions are market events of a specific duration, held at intervals, at which a large number of companies present a representative product range of one or more industry sectors and sell it or provide information about it for the purposes of sales promotion. Exhibitions predominantly attract the general public.
1.2.2 International, National, and Regional Fairs & Exhibitions: UFI has established the following criteria for defining the internationality of a trade fair/exhibition. To be recognized as an international trade fair/exhibition, the number of direct foreign exhibitors must be at least 10% of the total number of exhibitors or the number of foreign visits or visitors must represent at least 5% of the total number of visits or visitors, respectively. For public fairs, this percentage is to be counted on the basis of professional visits or visitors, if they are identified. Non-international trade fairs/exhibitions
can be classified as national (i.e. visitors coming from areas extending beyond a given region) or regional (i.e. visitors coming from a specific province or county).
1.2.3 Types of Fairs and Exhibitions: Trade fairs/exhibitions of capital goods display machinery and related services needed in the manufacturing industry.
Trade fairs/exhibitions of consumer goods display products and services dedicated to the public and end-consumers.
A specialized trade fair/exhibition denotes a thematically concentrated fair for trade and business visitors.
A multi-branch trade fair/exhibition displays offers of more than one business sector.
A general trade fair/exhibition displays a mix of all areas of life.
A corporate exhibition displays the products or services of only one manufacturer, one wholesale dealer or one purchasing pool.
With the growth of Internet, virtual fairs have been recently developed, allowing permanent displays of products and services online, but they do not (and will never) replace physical fairs.
1.3 The Product “Fair/ Exhibition” 1.3.1 The Exhibition Ground or “Hardware”: Is considered as "hardware" all what is related to the exhibition ground, including halls and open-air areas. The exhibition halls have to provide all necessary supply sources for electricity, water, gas, and communication connections (telephone, ISDN, Internet), as well as clear and unambiguous signage system. It is generally admitted that one-storey halls are more convenient for exhibiting than multi-storey halls. Infrastructures like restaurants, parking areas (separated between exhibitors and visitors), toilets, and entrance areas are integral parts of an exhibition ground. As more and more meetings and congresses are held beside fairs & exhibitions, appropriate room facilities are also being part of the hardware. 1.3.2 The Event and its Related Services or "Software": Is considered as "software" all what is related to the trade fair/exhibition itself and the related services provided to exhibitors and visitors (stand construction services, technical services, freight forwarding, catering, security, insurance, cleaning, hostess services, medical assistance, etc). Are also considered as "software”, the related services provided by the city (hotel accommodation, entertainment and leisure, cultural offers museums, theatres, opera, concerts, restaurants, bars, shops and department stores, etc). 1.3.3 Types of Fair Organizers: Independent organizers of fairs/exhibitions rent the appropriate exhibition space to a fairground owner for hosting their events. Some not-for-profit federations or associations might organize their own fairs
in a joint venture with private fair companies. In many cases, fairground owners can also be exhibition organizers. Usually, the city is the owner of the fairground. Nowadays, traditional and long-experienced European fair companies are starting joint ventures with foreign fair organizations located in regions like the Middle East or the Asia/Pacific. For example, German fair organizers are exporting their fairs to these areas, or they take part in joint ventures regarding the construction of new exhibition centres (such as the cooperation between Shanghai and
Düsseldorf/Munich/Hanover). 1.4 The Marketing functions of Fairs and Exhibitions 1.4.1 Basic Functions: The basic functions of every fair or exhibition is to join supply and demand, provide information, and show technical trends and developments, all in one time and in one place, using face-to-face communication. Fairs and exhibitions are a unique opportunity for achieving trade objectives, because they are the most efficient way to reach a complete market audience and do business all in one shot. Fairs and exhibitions are also an indicator of economic and market trends, because they reflect market procedures, types and scopes of market changes, as well as directions and speed of future developments. Fairs & exhibitions are more than just a marketing tool; they are an entire market place. The function of fairs to serve as a place for personal contacts and faceto-face communication will remain of fundamental importance in the times of increasing use of telecommunication means, new media, and Internet.
1.4.2 Promoting, Launching, and Selling: Fairs and exhibitions are the right pace to achieve fundamentals trade objectives, as they give the opportunity to:
? ? ? ? ? ? ? ? ?
Win new customers and collect high quality leads, Entertain existing and loyal customers, Renew contacts with past customers, Launch new products or services, Show and promote full range of products or services, Accelerate the selling process, and generate sales, Build and increase company and brand image, Consolidate public relations, Generate media interest.
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The major surveys carried out on this issue prove that fairs and exhibitions are more effective than any other tools to achieve all these goals at once. (Graphs)
? Source: AEO (Benchmark Research)
1.4.3 Assessing, Learning, and Interacting: Fairs and exhibitions are the most cost-effective way to be directly in the heart of a business sector, because apart from doing business, they enable to:
? ? ? ?
Learn more about the clients' and prospects' expectations, Get immediate feedback on product range and corporate image, Build and enlarge prospects' database, Research the market and competition, and assess market potentials,
? ? ? ? ?
Keep up-to-date with innovations and new technologies, Maintain a presence in the marketplace, Locate possible agents and distributors, Initiate cooperation, alliances, and joint ventures, Recruit new staff.
? In terms of market knowledge and corporate positioning, statistics show that fairs and exhibitions fulfill these main expectations all in one site. (graphs) ?
%
of
companies
saying
trade
fairs
are
suitable
for...
Source: "Trade Fair Function and Potential Analysis", survey conducted by EMNID Institute (1,105 companies questioned) 1.4.4 Return on Investment: Fairs and Exhibitions generate a high Return on Investment, because the invested amounts of time and money will be greatly refunded. In addition, costs spent in the selling process are worth more when backed by fairs and exhibitions. Trade shows and Exhibitions are known to have a high return/expense ratio. An EEAA (Exhibition Association of Australia) survey showed that an average expenditure of 9% of companies' marketing budgets in trade far events resulted in a return of 23% of business.
CEIR studies have shown that: 76% of exhibition attendees arrive with an agenda; 48% of exhibition leads don't require a sales call to close the deal; Exhibition leads cost 56% less to close than field sales calls; 87% of exhibition attendees say they will share information obtained at exhibitions with their immediate superiors.
Source: Center for Exhibition Industry Research (CEIR) 1.5 Fairs & Exhibitions as an Important Factor for Economic Development Beside the expenses related to the participation in a fair itself, both exhibitors and visitors spend large amount of money during a fair for accommodation, restaurants, transportation, entertainment and other indirect services. These expenses do not only increase the profits of
the local businesses, but they also have positive effects on local employment while increasing tax revenues. Studies have shown that half of the exhibitors' expenses remain in the exhibition city or its surroundings, and that a visitor spends between 200 and 350 US$ per day in the city. It is also estimated that a fair brings six times the organizer's revenue into the city/region. This effect is called "indirect profitability". In addition, fairs and exhibitions serve as a stimulus for the national industries and as a means for improving the technological know-how and equipment, as well as enhancing the import/export activities, especially for the less developed countries.
About Faith Designs: Faith Designs is one of the leading design companies in India providing online solutions: stall design and fabrication for exhibition, professional website design, web development, e- commerce solutions, CD ROM multimedia presentations, graphic design, website maintenance, 2D & 3D animation, walkthrough for your business 1. Services: 1.1 Walkthrough Services: Faith Designs’ walkthrough Services allows you to visualize your concepts in greater detail. A Walkthrough can make you imagine forms, construction and space of proposed buildings. We can give you a 360-degree view or take you through elevations, plans and crosssections giving you a peak of your final construction. We can work on sketches or CAD drawings (dxf, dgn files) for your walkthrough model. Architectural and engineering firms, design consultants, architects, real estate firms an property developers have discovered the value of architectural design services to provide added vale to their customers through specialized architectural design services. Our 3D architectural visualization skills give you the cutting edge when it comes to marketing your innovative ideas to customers and stakeholders. 3D rendering lets your customers see a non- existent building as if it was already there. Faith Designs’ attention to detail gives photo- realistic touches to bring your imagination to life. Walkthroughs or flythrough take prospective customers and buyers on a virtual tour of building complex that is being presented. The
team at Faith Designs work in close collaboration with your designers to
create walkthroughs that will help you with pre- visualizing your project. This also helps if you wish to modify your design or for marketing light
commercial buildings or residential complexes in the initial stages of development. What you gain by our services: 1. We listen to what you need 2. We design a copy from images to content 3. We seek your approval And 4. We complete the entire process
Flexibility: Scale up or scale down according to work- cycle demands Capability: Offers your customers a service you don’t yet have on your portfolio Growth: Get started on your next project without tying up precious human resources Speed: Our day is your night – expect quick turnaround times and reduced costs Lower Overheads: Work from project to project. Turn fixed costs into operating costs. Get quality without adding on human resources.
Activities undertaken at Faith Designs: 1. Exhibit / stall fabrication 2. Website development 3. Customized exhibit/ stall design 4. Architectural perspective / walkthroughs 5. Tradeshows 6. Concerts 7. Red carpet events 8. Public relation 9. Retail showrooms
10. Sets / stages 11. Fashion Shows / Award Shows 12. Promotional Launches 13. Red Carpet Events 14. Public Relation 15. Retail Showrooms 16. Sets / Stages 17. Fashion Shows / Award Shows 18. Promotional Launches
2. Exhibitions: 2.1 Exhibition stall designs and fabrication: When you have a presence at a trade show or an exhibition, you need the right tools to underline your presence. The interest generated in your stall will depend a lot on what your stall looks like. Setting up a stall is an art. Faith Designs is a pioneer in exhibition stall designing, fabrication / erection as per client requirements of timeline, quality and cost. We work in stages to ensure client's requirements are kept in mind at every stage and all the possibilities are communicated to the client at every stage. These include the following: Exhibition stall design and fabrication, portable display and exhibition stand, signage design, stall installation and dismantling, display design and setup, fabrication We conceptualize and design display graphics and provide interior and professionals exterior walkthroughs of shops, showrooms, office interiors, furniture and exhibition stands, exhibition stalls, pavilions, glow signs translites, billboards, digital banners, shop signage,
scrollers etc. Faith designs provide complete installation / dismantle service exhibition also. International exhibitors exhibiting in India and Indian exhibitors exhibiting internationally 2.2 Web design and development: Today we have come a long way with technology. Having served numerous customers, both in India and USA, UK, Canada, Holland, Middle East, we have been able to create an identity as one of the qualified and experienced "web developers". Long term relationship and trust is what we believe in. We continue to strive successfully to satisfy the varied tastes and requirements of our customers. Your website speaks volumes to your customers, your employees, and your competition. We understand the challenges you face and design engaging, memorable sites that communicate your image and professionalism, and strengthen your position with your target audience. Website designers develop the corporate and professional websites design, web development, web hosting, website maintenance, ecommerce solutions & updation services in Mumbai, are just some of the projects faith designs can provide for your company. Overview of our web design services: 1. Website design, redesign, development 2. Flash/Shockwave/ HTML/DHTML 3. CSS/JavaScript/ASP 4. E-commerce integration 5. User Interface (UI) Design 6. Database Integration
7. Search engine and directory optimization 8. Custom graphics 9. Web site maintenance & updation 10. E-greetings 11. E-mailer
3. Promotional designs: Our creative design team offers many services tailored to achieve your creative and marketing objectives, including indian graphic design, print and multimedia services. Our creative services include: 1. Logo Design 2. Stationary Design 3. Brochure Design 4. Business Card Design 5. Illustration Design 6. CD-ROM Interface 7. Web Design & Re-design
? Whether you need a single effective piece or an entire promotional campaign put the faith designs team to work for you.
4. Overall Focus: 4.1 Sector Analysis: 4.1.1 Size of the sector: This sector includes exhibitions, real shows, all activities at malls, event management, etc. This sector is still not considered as a contribution to the Indian economy. Hence, it is considered as an unorganized sector. In terms of value, size of this sector is anywhere between 1000crores to 2500crores. If you consider only exhibition, sector size in terms of value is around 1000crores. And, if you consider the entire unorganized sector which includes labor, exhibition, etc, then sector size is around 2500crores.
4.1.2 Number of players: In Mumbai, there are around 25 players in this industry. In India, there are more than 100 players. The big and the dominating companies include Meroform (India) Pvt. Ltd, EMC and Blackpepper Exhibition Solutions.
4.1.3 Organization ranking: According to www.aayojak.com, Faith Designs is ranked fifth last year in Mumbai area. 4.1.4 Organization’s USP: Has achieved around 25- 30 awards for design, fabrication and innovation. 4.1.5 Market Share: Before previous year, the market share of Faith Designs was only 56%. However, the market share has increased to 15- 17% last year according to www.aayojak.com.
Potential for growth: Faith Designs aims to capture another 10% market share this year.
5. Organizational Analysis: 5.1 Strategy: 5.1.1 Expansion Plans: Faith Designs plans to increase the number of people working. Currently, 6- 12 people are working. Both organic and inorganic growth options were tried in the past in cities like Mumbai, Delhi, Bangalore, Chennai, Kochi, Ahmedabad and New Bombay. Faith Designs have vendors in Germany and Dubai.
5.1.2 Diversification: Faith Designs undertake activities like Web Designing, SAP, Exhibition stall designing and Website designing. The major vertical is solely Exhibition stall designing.
5.1.3 Joint Ventures: No Joint venture with any organization. In terms of investment, the chairman Mr. Priyank Dahanukar has a 50% partner in Web designing business. Company name is WebTechnee.
5.1.4 Strategic Alliances: Faith Designs has vendors in Delhi (Vikram Bawa- Contractor), Germany (Messe Aachenkoch), Dubai (Faith Designs, P.O. Box114120) and Bangalore (Meroform).
5.1.5 Corporate Governance: No Corporate Governance
5.1.6 Mergers and Acquisitions: No M&A.
5.2 Operations: 5.2.1 Locations: Corporate and registered office, both at Dadar.
5.2.2 Technology: Designers at Faith Designs use software like 3D Max, Adobe Photoshop and Corel Draw for designing. Other utility software include DRPU Bulk messaging, TATA Dakom, Uninor and Send Blaster for email sending.
5.2.3 Product Groups: Services B2B.
5.2.4 Outsourcing Policy: Design for advertising agency, White Outsourcing- Labor and material charges.
5.2.5 R & D Activities: In terms of materials used for stall construction. For example, Lycra is used for high tensile strength. Also, in terms of light adjustment to make 3D designs more effective.
5.2.6 Quality related issues: Arises in 2 out of 100 projects.
5.2.7 Good Manufacturing Practices: To consult clients about the designs 3- 4 days in advance in order to fabricate the stalls effectively at exhibitions/ trade fairs.
5.3 Marketing: 5.3.1 Product Lines: ? Exhibition stall:
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Brochure Design:
5.3.2 Major Competitors: ? ? ? ? ? ? ? ? Meroform India Pvt. Ltd. EMS events India Pvt. Ltd. For MyBoxHead Black Pepper Exhibition Solutions Sanspareil Brain Wave Creatives Pavilions and Interiors Panache Design Solutions
5.3.3 Sales Channels: No sales channel. Only direct sales.
5.4 Finance: 5.4.1 Ownership: 100% ownership by the chairman Mr. Priyank Dahanukar.
5.4.2 Funds Raising Programs: Allows investors to invest in the business but no plans to take loan.
5.5 Human Resources: 5.5.1 Manpower Planning: Hiring people starts in June when the exhibition/ trade fair season kicks off. After hiring people, they are trained in SpeakWell academy for speaking skills and Arena multimedia for tele- marketing training.
5.5.2 Job Analysis and Job Description: The organization has a flat structure. There are micro teams of designers, marketers and the head of the organization. The designing team carries out the design on licensed software (3D Max2007, Adobe Photoshop, Adobe after effects and premiere for audio/ video). The job of a marketer is to give presentation to clients after getting leads from the head. Then, marketer provides brief designs to in house designers. Once the design is ready, marketer presents the design to the client until it is finalized.
5.5.3 Compensation Policy: Gives travelling allowance to workers and marketers who do research work on the field.
5.5.4 Recruitment Policy: Hire and fire.
5.5.5 Training and Development Policy: Gives various books including eBooks for studying. Various video tapes are also provided for learning marketing jargons and sales methods. Book name- One minute sales manager
5.5.6 Retention Policy: An employee has to sign a bond for 6 months, until then the employee is not permanent.
5.5.7 Employee Benefits and Welfare Measures: Faith Designs is not listed on the BSE/ NSE. It is an SME. It does not fall into ESIC sector. Hence, no Public Provident Fund or Insurance is provided to the employees.
5.6 Systems 5.6.1 ERP: It uses an open ERP system which includes CRM, sales management as well as project management.
6. Research methodology: 6.1 Research design: It is a descriptive research to do the research of companies doing the stall design and fabrication work. The research is based on the designed questionnaire which led to fact finding inquiries of various players in this industry.
6.2 Sampling Design: 6.2.1 Sampling Technique: The sampling technique used for the purpose of the study is NonProbability Convenience Sampling. Here the most accessible population members from which information can be obtained is selected. It is due to the limitation of time. 6.2.2 Sampling Size: Sample size is 25. The research majorly covered all the companies in Mumbai. The research focused Mumbai region only due to limitation of time. 6.2.3 Data Collection Methodology: The data for this research has been collected from both primary as well as secondary sources. Primary data includes meetings with top executives at their companies, workshops and telephonic conversations. Secondary data includes generic information from company’s website, pamphlets and brochures provided by the companies.
7. Data collection and interpretation: 7.1 SWOT analysis:
7.1.1 Meroform India Pvt. Ltd.
www.meroformindia.net Meroform (Fair Design India) - Main office- Delhi. Branches in metros- Chennai, Mumbai, Bangalore and Pune General Information: ? ? ? Had partnership with Pavilion and Interiors, now single identity as Meroform Business all over the world Have tie- ups with German Chamber of Commerce, Korea Trade Centre, Italian Trade Centre, and Thailand Trade Centre which books places (pavilions) ? ? ? ? Foreign Collaboration- Merogmbh (Germany), GL events (France) and ITPO (Indian Trade Promote organization) Workshop at Khairane road, Sakinaka with 5000 sq ft area Software’s used by the designers is 3dmax, CorelDraw, Adobe Photoshop, AutoCAD Turnover of the company last year was 55 crores.
Strengths: ? ? In business since last 10 years. 35 employees in Mumbai including 5 designers. 30 workers in workshop.
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Around 35000 projects done.
Client List: ? ? ? ? ? ? ? ? ? TATA ENGINEERING MARUTI SUZUKI SONY INDIA NATIONAL PANASONIC GODREJ APPLIANCES SCHNEIDER SIEMENS WHIRPOOL OF INDIA LTD. BHEL ? ? ? ? ? ? ? ? PHILIPS INDIA PHOENIX LAMPS BAJAJ TEMPO ION EXCHANGE MOTOROLA FIAT INDIA AGRANI R. K. MARBLES
Exhibition Organizers ? ? ? ? ? ? ? ? ? INDIA TRADE PROMOTION ORGANISATION CONFEDERATION OF INDIAN INDUSTRY INDO GERMAN CHAMBER OF COMMERCE UBI FRANCE, FRANCE FICCI IMTMA BROADCAST ENGINEERING SOCIETY MCCIA TATA INFOMEDIA LTD.
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INTERADS LTD.
AUTO EXPO 2004, NEW DELHI ? ? ? ? ? ? Tata Motors - 4000 Sqm. Maruti Suzuki - 1700 Sqm. Bajaj Tempo - 750 Sqm. British Pavilion - 150 Sqm. ACMA-Asli Naqli Pavilion - 150 Sqm. Indo German Pavilion - 1000 Sqm.
IMTEX 2004, MUMBAI ? ? ? ? ? ? ? ? Conceptualizing & Designing of Exhibition General Construction - 8000 Sqm. Protocol Lounge Cyber Café Registration Booth Signages IMAG – German Pavilion - 500 Sqm. Micromatics - 700 Sqm.
ELECRAMA 2004, NEW DELHI ? ? ? Conceptualizing & Designing of Exhibition General Construction - 2000 Sqm. Schneider Electricals - 600 Sqm.
SKAL, CHENNAI ? Conceptualization of Exhibition and Conference
? ? ? ? ? ? ? ?
General Construction - 5000 Sqm. Backdrop and Stage Conference Hospitality Services Signages Decorative Elements Exhibition Hangar Tamil Nadu Tourism - 144 Sqm.
STONEMART 2003, JAIPUR ? R. K. Marbles - 500 Sqm. - Best Pavilion Award
CONVERGENCE INDIA 2003, NEW DELHI ? ? French Pavilion - 260 Sqm. UK Pavilion - 75 Sqm.
SATTE 2003, NEW DELHI ? ? ? ? ? ? ? ? General Construction VIP Lounge (Two Level) VIP Lounge (Two Level) Restaurant Registration Booths Signage Brown & Sharp - 120 Sqm. ISGEC - 200 Sqm.
ELECRAMA 2004, NEW DELHI ? ? ? Conceptualizing & Designing of Exhibition General Construction - 2000 Sqm. Schneider Electricals - 600 Sqm.
STONEMART 2003, JAIPUR ? K. Marbles - 500 Sqm. - Best Pavilion Award
CONVERGENCE INDIA 2003, NEW DELHI ? ? French Pavilion - 260 Sqm. UK Pavilion - 75 Sqm.
SATTE 2003, NEW DELHI ? ? ? ? ? ? General Construction VIP Lounge (Two Level) VIP Lounge (Two Level) Restaurant Registration Booths Signages
LIGHT INDIA INTERNATIONAL 2002, NEW DELHI ? ? ? ? ? ? ? ? ? ? ? Conceptualizing & Designing of Exhibition General Construction Protocol Lounge Cyber Café Registration Booth Signages Philips - 1000 Sqm. Phoenix Lamps - 250 Sqm. Asian Electronics - 70 Sqm. Jaquar - 100 Sqm. Light & Sound Image - 70 Sqm.
WORLD TRAVEL MART, LONDON ? Department of Tourism - 3300 Sqm.
INDIAN TRADE EXHIBITION, MOSCOW ITPO (Indian Trade Promote Organization) (Official Contractor) 1000 sqm. ? ? ? ? Theme Area Lounge Area Signages General Construction
? ? ? ?
Decorative Elements Department of Tourism - 54 Sqm. APEDA - 100 Sqm. Tata International - 180 Sqm.
SAARC EXHIBITION, KATHMANDU ? ? ? ? ? ? ? ? ITPO (Official Contractor) - 2000 sqm. Theme Area Lounge Area Signages General Construction Decorative Elements Outside Tensile Structure Dabur India Pvt. Ltd - 50 Sqm.
INDIA INTERNET WORLD 2001,NEW DELHI ? ? ? ? ? ? ? ? ? General Construction Conference Halls (Sound Proof) Lounge Area Key Note Hall Registration Booth Cyber Cafe Help Desk Signages Computer Associates - 120 Sqm.
Exhibitions on Tours & Travels Executed by Meroform SATTE 2003, Pragati Maidan, New Delhi organized by M/s. Cross Section Publication ? ? ? ? ? ? ? ? Official Contractor South Africa Singapore Jammu & Kashmir Delhi Tourism Protocol Lounge Restaurant & Bar Signages
SKAL ? ? ? ? ? ? ? ? ? Conceptualization of Exhibition and Conference General Construction - 5000 Sqm. Backdrop and Stage Conference Hospitality Services Signages Decorative Elements Exhibition Hangar Tamil Nadu Tourism - 144 Sqm.
WORLD TRAVEL MART, LONDON organized by Ministry of Tourism ? Department of Tourism - 1200 Sqm.
Weakness: Price of the stall is calculated at Rs 6000/ sq ft Unique Feature: Complete service to clients and quality assurance. Marketing initiatives: Gets exhibition list from the organizers. Then, presentations are given to the clients. But, most of the clients come to Meroform for the brand and reputation created since years.
7.1.2 myboxhead.
General Information: ? One stop solution in terms of Exhibition stall designing and fabrication, media designing, web designing, photo shooting, brochure concept and designing, campaign conceptions and designing and branding ? Offices in Mumbai, Delhi and Dubai
Foreign collaborations are: 1. Fair play- Europe 2. Azum- America 3. Simple Solutions- Dubai
Awards and recognitions: 1. IIJS (2006) 2. Property Show (2008- 2009) 3. Photofair for Olympus (2010)
Strengths: ? ? ? ? 7 years in business 12 employees working in office, 5 of those are designers 20- 25 workers working in workshop located in Kandivali More than 350 clients served
Clientele list: 1. OLYMPUS 2. WIPRO 3. CUMMINS 4. HUAWEI SYMANTEC 5. KINGSTON 6. TATA 7. VOLTAS 8. PHILIPS 9. ACME GROUP Weakness: Nil Unique Feature: ? ? It does portfolio shoot and photo shooting of cars and interiors Strive to grow technically and geographically into national and world renowned organization STALL GALLERY: KINGSTON TECHNOLOGY:
7.1.3 Trident.
Trident (www.trident-india.net)
General Information: ? ? Boasts as the leading exhibition agency and are one stop shop for all the needs in exhibitions Headquartered at Delhi with branch office in Mumbai; handles projects in all parts of the country from Delhi- Cochin. ? ? ? ? ? Branches in India: Mumbai & Chandigarh Branch in Qatar: Doha In house factory in a 20000 sq.ft area with state of art machines and skilled professional workers They are the exclusive Indian distributor of Featherlite® Exhibits, USA Software’s used are 3Dmax, Photoshop and AutoCAD
Important- Are also a part of Concept Communications (headquartered in Singapore), a global network of leading design studios across the world, accredited with ISO 9001 Strengths: ? 14 years in business
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200 booths/ pavilions over the last few years.
Client List:
Merchandising Solutions: ? ? ? ? ? ? ? ? Cadbury Connect General Motors Hyundai Motors ICI Dulux LG Electronics Motorola Pagers Revlon
Modula Modular Systems: ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? Tata InfoTech Aviva Life Insurance SGS Minda Huf Winmedicare Schwabe PSI Hyundai LG Electronics Videocon
Exhibitions: Domestic: 1. Alstom 2. Aviva 3. Bombardier 4. Compaq 5. Dabur 6. Fujifilm 7. GAIL ltd
International:
1. Air France 2. Borouqe 3. Cartoon Network 4. CNBC 5. Commercial Bank 6. Exxon Mobil Weakness: Nil Unique Feature: ? ? ? ? ? ? ? Plans & implements a variety of events such as conferences, seminars, and product launches & entertainment products. Hyundai- Multi City Car Launch General Motors- Multi City car Launch Glaxo- Product launch
? ? ? ? ? ? ? ? ? ? ? ? ? ?
Sharp Electronics- Launch & display of LCD products Konica Films- Launch & press conference FujiFilms- Crystal Film Launch HBO channel- Multi City Launch Hercules Health Products Launch Dabur Sunova- Roadshow & promotion Commercial Bank of ICICI Bank- Tie up Event
7.1.4 Sanspareil.
Sanspareil- www.sanspareil.in General Information: ? ? ? ? Company started in 2008, small company Mr. Ajay Ogale (graduated from Rachana Institute), designer, has 4 years experience in everything of stall designing 12- 15 clients served Designing done by drawing sketches mostly or 3Dmax
Important: ? Clients are not direct; Merck Company gives work to a person named Ashutosh and Ashutosh outsources to Sanspareil. Ashutosh is client ? Planning to open a branch in Delhi
Strengths: ? ? ? More than 25 projects done 15 employees in office Workshop in Chembur (12 workers)
Clientele list: 1. Kingston (pen drive manufacturer) 2. Biotech (pharmaceutical company) 3. Hetero Healthcare 4. Idea 5. Kodak 6. Meyle- German 7. Hilton_Oceantex 8. Mihir Gems IIJS 9. Amizara 10. Kolsite PlastIndia ? Designed stalls for Cosmos Interiors (Dubai) and Ukraine based company as well Weakness: Nil
Unique Feature: ? ? ? Fast in services Immediate response to clients Their client Man Infra, won award for stall with best design and best concept Albums of Clients stall:
7.1.5 Rachana Exhibition Display.
General information: ? ? ? ? Works from home and the only person of the company; designer himself Company operates nationally and has no foreign collaboration Hires workers on contract basis during construction process Software used by the designer is CorelDraw
Strengths: ? ? Business since last 4 years Numbers of clients served are around 6
Weakness: ? ? No awards/ recognitions Price of stalls ranges from 10K to 25K, depending upon area, view and material to be used.
Unique Feature: ? Commitment given to the clients
7.1.6 Insta Exhibition.
Website- http://www.insta-group.com/ General Information:
Strengths: ? ? ? Founded in the year 2003 Team of 350 professionals at local level and more than 550 at a global level Client list: Over 750clients
1. Dabur India Ltd 2. Citibank India Ltd 3. Johnson & Johnson Ltd 4. Bharti Airtel Limited 5. Oracle India Private Limited 6. Microsoft Corporation (India) Pvt. Ltd 7. General Motors Corp 8. Wipro Infotech Ltd 9. Vodafone Essar Ltd 10. Sony India Pvt. Ltd
Weakness: Nil Unique Feature: ? ? End to end solutions in indoor and outdoor premises INSTA is one of the very few companies in the industry who have achieved ISO 9001:2000 certification.
Custom Exhibition Solutions: Balkrishna Tyre Expo:
MENU BASED SOLUTIONS:
MOBILE EXHIBIT SOLUTIONS:
7.1.7 Aimsite Display.
General information: ? ? ? Uses 3Dstudiomax for designing Delivery time of stall fabrication depends on clients requirements Stall price ranges from 10k to 10 lakhs to 40 lakhs
Strengths: ? ? ? ? ? Around 200- 300 clientele 20 years of business 20- 30 people working in office and 50- 60 in workshop (workshop and office together) Business all over India Undertakes structuring of stalls as well
Weakness: ? Not received any awards and recognitions
Unique Feature: ? ? Also provides branding services and part of CII events Renowned for excellent corporate jewellery and watch pavilion and stall, interiors
7.1.8 Ebenezer Enterprise.
General Information: ? Started by Mr.Binoo Varghese in 2006. Initially, work undertaken by Ebenezer Enterprise was outsourced to Binoo’s colleagues who are in the same business. Now, it does all the work with own team and godown. ? ? ? ? ? Binoo Varghese has 17 years of experience Company newborn and has served around 3 clients Operating team with 7 permanent members. Hires people when exhibition work comes Has foreign collaboration in a Dubai based company Workshop in Sakinaka (Khaverine)
Strengths: ? ? ? Approaches clients for providing services Building their website Small stall construction requires only 5- 6 workers
Weakness: ? ? No website Huge stall construction requires 15- 20 workers
Unique Feature: ? ? Has launched new product called “Binoo Systems” which makes stall construction faster Heavily designed stall construction can be installed in just 12 hours by using Binoo Systems
7.1.9 Roots Global.
Roots Global General Information: ? ? ? ? ? Company into business since 2006 Branches in Delhi and Bangalore Licensed software’s are used for designing Number of workers working in stall fabrication depends upon the project Company operates both nationally as well as internationally
Strengths: Team has exceptional professionals, each with between ten and twenty years of experience in their respective specializations Served clients across the category: 1. Apple 2. TATA 3. Siemens 4. Sterlite 5. Polaroid 6. Voltas Ltd 7. Pinnacle Industries Ltd ? List of Projects:
? ? ? ?
More than 30 employees working in office Has a Pan India workshop Has foreign collaboration Has received awards/ recognitions for businesses provided
Weakness: Nil Unique Feature: ? Provides customized solutions
7.1.10 6brain/ Creative Bulls.
(www.6brain.com, www.creativebulls.com) General Information: ? Specialization in- Web Designing, Graphic Designing, Internet marketing, Interactive services, 2D- 3D designing and Exhibitions and Events ? ? ? No workshop, fabrication work outsourced No foreign collaboration; no awards and recognitions Turnover last year- 50 lakhs roughly
Strengths: ? ? ? years in business employees that includes 2 designers 11 projects done
Client List: ? ? Makwana & Patatdia Big Blue Marbles
? ? ? ? ? ?
G. B. A. Group (UK) Exim Logistic Global Fashion Indian Aviation Godrej MUMBAI Port Trust
Weakness: Nil Unique Feature: Quality work in time Marketing initiative- New customers are obtained from the internet. Other clients are fixed. We create advertising and marketing materials therefore ensuring that the message is heard and understood
LOGO designs:
7.1.11 Tejaswi.
General Information: ? ? ? ? Operates nationally, company in Mumbai/ Delhi Workshop in Goregaon Software used is 3Dmax No foreign collaboration; no awards/ recognitions
? Specialized in - Exhibition Stall fabrication in Mumbai, Exhibition stall fabricator Delhi, Stall Fabricator, Booth Fabrication, Exhibition, Stall, Fabricator, Branding, Stall on Hire, Stall Rental, Equipment Rental, fabrication, Kiosk Fabrication, Kiosk, Mall Kiosk, Mumbai, Delhi, Ahmedabad, Bangalore, Chennai, India, Exhibition
Equipments on rental, Plasma Rental, Rental Services. Also offers a range of services in all aspect of Event Management, Exhibitions, Branding, Promotion, Designing
Strengths: ? 3-4 years in business
? ?
7- 8 employees working in office More than 200 clients served
Client list: 1. Kuraray 2. Carysil 3. Siemens, etc Weakness: Nil Unique Feature: ? It provides complete turnkey exhibition design solution to exhibition stand requirements
CONCLUSION ? Stall design and fabrication is a very old industry as this emerged long time back in the 1970s. ? This industry is still not considered to be contributing to the Indian economy; hence most of us are not aware about it. ? Any new player can enter this industry as there is no entry barrier. Later, that entrant has to develop interaction with clients as contact of client is very important. ? Few existing players are members of exhibiting organizations like India Institute Jewellery Show (IIJS) which happens every year. Such membership helps to get clientele list from organizers. Other organizer is India Exhibition Industry Association (IEIA) and Gems and Jewels ? Many companies in this sector also diversify by providing additional services like portfolio shooting, web design, brochure design, etc ? Hence, it a very good industry and a booming one and the major advantage is that one can start this business independently and can expand later.
SCOPE FOR FURTHER STUDIES
APPENDIX Questionnaire:
1. 2. 3. 4. 5. 6. 7. 8. 9. What is the tenure of your business? How many clients have you given service to? How many projects have you done? How many employees work in your office? Where does the stall fabrication take place? How many workers work in fabrication process? Workshop, if any? Which software is used for designing? Do you have any foreign collaboration?
10. Any awards/ recognitions? 11. Is your company operating nationally/ internationally? 12. Any unique feature of your company as compared to other companies in stall designing? 13. Any collaboration with Exhibition organizers? 14. Marketing initiatives taken to increase clientele? 15. Company’s turnover last year?
Bibliography/ Webliography:
? Business plan for Startup Business (www.ebusinesshelpcenter.com) ? Marketing Management- by Philip Kotler, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha ? How to Write a Great Business Plan- by William A. Sahlman ? On Target: The book on Marketing Plans- by Tim Berry and Doug Wilson ? www.biztradeshows.com ? www.faithdesignsindia.com ? www.eventfaqs.com ? www.manchcommunication.com ? www.expodesign.in ? www.aayojak.com ? www.openerp.com
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