B2B Expo at Pune to promote Domestic Market By Tirupur Thozhil Pathukappu Kulu Event Organisers: Hi Tech Internataional Trade Fair India Pvt Ltd Expo Date: 6 to 8 November 2014 City: Pune, Maharashtra Stall Booking : S.Thirugnanasambantham, TTPK, Mob: 89735 50005 SIHMA V.Sekar, Mob:98431 70685 Proposal: To arrange a B2B meet at Pune. Goals: • To enable at least 40 manufacturers to have direct access to the Pune market • To improve the saleability of their product • To enable them with pricing strategies, presentation strategies etc, before the meet • Ultimately have an impact on the mind of the entrepreneurs that accessing the market directly without agents is simple strategy, and not about language or money • To liberate the minds of the entrepreneurs from that of ‘only manufacturing’ to attain ‘manufacture and market’ Why Pune? • Pune is the seventh biggest city in India after, the Tier I cities • The expenses in Tier I cities are prohibitive for the small marketing budgets • Pune can be a gateway for Mumbai market in the long run • It is farther than the Tamil Nadu, Kerala, Andhra and Karnataka markets • This market is not controlled by big distributors • It has a big middle / upper-middle class population, so suitable for local brands • It has a huge population of big industries which can be addressed for corporate orders • Being near to Mumbai, the big brands can be invited to showcase our production setup, so that strategically aligning with them becomes possible How it is planned to be achieved? • We have accessed addresses of nearly 500 wholesalers / retailers in this area, who will be invited • We also have accessed the addresses of nearly 50 big companies with more than 1000 employees and 300 to 400 medium sized companies with hundreds of employees on their roles, who will be invited for corporate orders • We have suggested an experienced event manager for conducting this show, which has assured getting “Retailers Association of India – RAI” support for list of retailers and using their name in the promotion of the event. This will give us access to all major retailers, who can be invited for strategic partnerships • If, registrations are done within the stipulated time, the profiles of the participants can be included in the invitation that will be sent to the visitors, i.e., the wholesalers and retailers, the corporate companies and the Brand owners • The addresses of these invitees can be collected and given to the participants, for their present and future reference • Local promotional activities like local advertisements, press releases and invites are assured by the suggested event manager • ‘The Pearl’ can support the participants with pricing strategies, segmentation strategies and presentation strategies • ‘The Pearl’ is planning a liaison office in Pune for marketing support in the long run Other supports possible from TTPK • Can handle the relationship with the Wholesalers and Retailers Association of Pune for liaison of business activities • TTPK may look for marketing expense subsidies from the Government • TTPK may invite dignitaries for the inauguration to add the local value to the event Facilities in the stall (for theRs.86000+Service tax fees) • B2B stalls in a decent, central Air Conditioned hall for 3 days (6th, 7th and 8th of November) • 10 ft X 10 ft size with Name Board, Spot lights, 5 amps plug, 1 Table, 4 Chairs, 2 Garment stands, Synthetic carpet • Lunch for the participants • 1 entry in the pre advertisement booklet • Invitation to the local dealers, distributors etc • Invitation to the Corporate HRs • Retailers Association of India (RAI) support • Pune Wholesaler Association support • Pune local advertisement for the event • Address of wholesalers, retailers, boutiques • 1 page product profile in the fair directory which will be given to the participants • E-Mail and Snail Mail of invitations • Optional Items (Additional Payment) o English – Hindi speaking volunteers o Mannequins and additional stands o Advertisement Assistance for individual companies o Hotel Room Booking o Pune local travel arrangements o Travel arrangements from Tirupur to Pune and back o Specific party invites Recovering the cost • 1000 garments sold per month for 10 months with Rs.10/- profit per garment will cover the cost. So, think this as an investment and not as a cost involved • The normal margin of Rs25/- per garment will cover the cost on sale of 4000 garments • The profit margin of Rs100/- per garment will cover the cost on sale of 1000 garments • The price should be fixed according to the saleability number and covering the cost • I would suggest an additional expenditure of Rs4 Lakhs on promotion; margin per garment Rs100/-. This will amount to sale of 5000 garments for break even. • The sale will continue for a longer period than export • The sale of garments during the first year will give the market feedback for adjusting the styling, pricing and packing issues. If you supply through agents they will be asking for different styling with the best packing for least cost. When you discuss with the customer directly, you will be able to negotiate prices versus promotion Spending ideology • In export, to get orders from a particular buyer, we spend money on compliances, machinery modernisation, production layout modernisation, and higher expenses in processes like dyeing etc • By meeting the consumer, the manufacturers can understand that cost involved in higher priced yarn is not the priority for the consumer, as much as the advertisement and presentation of the product. This will certainly lead to reduction in manufacturing costs in the long run • Spend Rs.5 lakhs in marketing and sell 5000 more garments in the first year, so that this will continue to sell in the years to come. Build the requirement this way till you feel you have reached the required volume / target volume for the current period • The important point is that the amount of Rs. 5 Lakhs can be effective only if the area covered is limited (may be one town). If one tries to promote the garment throughout the state then the expenses will not even make an impression in the market. • Spending on marketing regularly will improve your market image and hence the product price Thanks and Regards S.Thirugnanasambantham Tirupur Thozhil Pathukappu Kulu 8973550005
Posted on: Fri, 29 Aug 2014 11:43:44 +0000
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