Vishwas Gupta(IPG 2010-102) Nikunj Sharma(IPG 2010-104)

Dr. Manoj Kumar Dash

Index
1. About Gwalior 2. Gwalior Trade Fair 3. Corporate Strategy 4. Corporate Strategy in Gwalior Trade Fair Promotion To Target the whole Crowd To reach the targeted Sale 5. Interviews Nokia Panasonic Gwalior Trade Fair Committee 10-11 12-13 14-15 16-17 3-4 5-6 7 8-9

It is Gwalior where the History lies is what is said about Gwalior. The Tourist Capital of Madhya Pradesh, Gwalior is one of the prime tourist destinations in India. The history of Gwalior speaks of turbulent times, wars, revenge and great courage. One of the must visit places in India, Gwalior definitely stands tall to narrate its tale. The Majestic Gwalior Fort which is referred as the 'The Pearl in the Necklace of the Forts of Hind'.

Mia Tansen, one of the greatest Music Composers of the History was born in Gwalior. Mia Tansen was not only known for his music, but apparently he was also one of the Nine Gems or as you refers Navratna of Mughal Emperor Akbars Court. Gwalior also reminds you of Maharani Rani Laxmi Bai who died in 1958 here in Gwalior while fighting with the British in 1858.
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Gwalior is a well acknowledged place of art, associated with historic as well as contemporary evidence. In August 2005 a mural created by Aasutosh Panigrahi and five other artists was acknowledged as World's Largest Indoor Mural by the Guinness Book of Records. Gwalior is called the education hub of Madhya Pradesh because it has many national and state level institutes in diversified field of education. Gwalior has also been declared as priority urban region of Madhya Pradesh. The city is the largest urban centre in the Gwalior Agra Region, Which comprises the Districts of Gwalior, Bhind, Morena, Sheopur, Guna, Datia and Shivpuri. The basic economic activity of the town in trade and commerce and Gwalior acts as the principal collection and distribution centre of the region. The city has a significant socio cultural status and rich architectural heritage. Gwalior town with its strategic location on the Delhi-Agra-Bombay route coupled with the presence of the majestic Gwalior fort makes it an important tourist town of India.

As a counter magnet, the city of Gwalior is expected to play two major functions: To stem the migration from less developed area of Madhya Pradesh to the capital city of Delhi. To act as regional growth centre and to help attain a balanced pattern of urbanization in the sub region.

Gwalior Trade Fair was started in the year 1905 by king of Gwalior Maharaj Madho Rao. There after this Trade Fair has turned into the biggest fair of Madhya Pradesh and, indeed, one of the most colorful fairs of the whole North India.

With the history of 107 years, Gwalior Trade Fair is held at vast and modern fair complex spread over 104 acres. 5000 pavilions and shops provide ready-to use structures for show room and exhibitions. The fair complex has an independent power sub-station, water system, hospital, police station, banks and other modern facilities. Recently the GTFA has set up a state of art Export Facilitation centre in the fair complex.

GWALIOR TRADE FAIR organized by Gwalior Trade Fair Authority a nodal agency of Govt. of Madhya Pradesh. The event which is a rare and captivating confluence of glorious tradition, culture, tourism and trade with a footfall in excess of 10 million spread over a period of round a month. Cultural events are the main attraction of Gwalior Trade Fair. In the centenary Trade fair there will be special cultural events & programs. National & International artists of Dance, Music, Drama, Ballet & various performing arts will perform arts will perform in these special programs for the viewers. Gwalior Trade Fair offers enormous opportunities for trade and industries to showcase their product and services. The fair offers easy access to millions of people from semi urban and rural regions. There is a wide variety of amusements/entertainments, such as all types of Jhulas (Rides), Circus, childrens Train, Magic shows etc. attracting large crowds. Gwalior Trade Fair is a confluence of tradition & modernity. Glimpses of Hindolas & folk dance will remind you the image of old traditional fairs & festivals, on the other hand break-dance, Tora-Tora, and modern entertainment like Columbus will electrify your heart with pleasure. Shilp Bazar is an added attraction of Gwalior Trade Fair. From every part of the country, craftsmen exhibit their crafts in the fair.

Corporate strategy refers to the overarching strategy of the diversified firm. Such a corporate strategy answers the questions of "which businesses should we be in?" and "how does being in these businesses create synergy and/or add to the competitive advantage of the corporation as a whole?" Functional strategies include marketing strategies, new product development strategies, human resource strategies, financial strategies, legal strategies, supply-chain strategies, and information technology management strategies. The emphasis is on short and medium term plans and is limited to the domain of each departments functional responsibility. Each functional department attempts to do its part in meeting overall corporate objectives, and hence to some extent their strategies are derived from broader corporate strategies.

In Gwalior Trade Fair We found that every company has some unique strategy to invest. Some of the majors points that we found after talking to the managers of the outlets were:

Promotion
New Model Launch Promotion:- We found some of the Companies, that are promoting their newly launched products through the Fair. These Companies are following this strategy because they can promote their product on wider scale as every type of crowd visits the fair. Promotion of the whole Brand:- Some Companies are there which are promoting their brand. Promotion of the shop in Gwalior through the Trade Fair:- Few of the new outlets that are opened in Gwalior main city, are promoting their shop through this fair. For example Home Zone- Its main showroom is in Phool Baagh and is opened recently. Therefore HomeZone has invested in the Fair for their Promotion.

To Target the Whole Crowd

Every person of Gwalior visit this Fair at least once therefore Companies are utilising this Fair as an opportunity to target all type of Crowd. They sell their products and promote their products also.

To meet the Targeted Sale

Besides promotion, Sale is also the motto of setting the Shops in Fair. Actually every Outlet or showroom has to reach the particular targeted sale in a year, that is decided by the Company. The Showroom owner founds this Fair as an opportunity to meet this sale. For example: Whirpool Sold 1,000 refrigerators last year. Same numbers of appliances were sold by Panasonic, Samsung etc. To promote their sale, they offer discounts and gift coupons.

To know about strategies of companies, we interviewed managers of few companys Outlet and showrooms. Covering the whole Fair was not possible therefore we choose one brand of each type. Our Targets are:

Nokia

Nokia is one of the leading Mobile Company in the world. Nokia is a Finnish company and manufactures mobile electronic devices, mostly mobile telephones and other devices related to communications, and in converging Internet and communications industries, with over 132,000 employees in 120 countries. This company has succeeded in India. Our aim is to know the strategy of this company. Knowing the strategy of Nokia will give us information about the strategies of Telecom sector.

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Panasonic

Panasonic is a Japanese multinational consumer electronics corporation. Its main business is in electronics manufacturing. This company has emerged as one of the leading home appliance company in India. To know the strategies of home appliance companies we interviewed Panasonic.

Gwalior Trade Fair

Gwalior Trade Fair is itself a huge market. The Centenary Trade Fair is expecting a business of 5 Billion. Therefore we interviewed Chairman of Gwalior Trade fair to know the strategy of government.

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We interviewed the manager of Nokia Outlet in Gwalior Trade Fair. We:- Who is the owner of this shop, whether it is owned by you or Company has invested. Manager:- Actually, company has invested here and paid for framing this shop. We are allowed to sale the items of our shop i.e Nokia Priority centre, and make profits. We:- So why company is investing here.? Manager:- Company invests here for promotion.

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We:-What type of promotion ? Manager:- Nokia has launched its new model Nokia Lumia 800.So they are promoting that model with this outlet. As you can see here, every wall is having the poster of Lumia 800.

We:- What are your other strategies for promotion ? Manager:- We offer more discounts, as compared to our main shop in Gwalior. We are gifting baggies with Lumia phone. For increasing the sale we attract customers with these type of offers, of course it is very common.

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After interviewing Nokia, next we were in search of some brand, which has wide market as well as manufactures the multipurpose products, so we went to Panasonic and interviewed his manager. We:- What is the main purpose behind exhibiting your products in trade fair, profit or promotion ? Manager:- We keep focus on both promotion as well as profit. But if we talk of main purpose, so it is basically promotion. Panasonic is a giant Japanese brand, who manufactures products from audio-video to even home appliances. Here in the trade fair we want to exhibit all our products from lower end to higher end.

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We:- But if its only about exhibiting your products, so you can do that from your showroom only, Why trade fair ? Manager:- The benefit of exhibiting in trade fair is, that here every kind of crowd comes from low class to high class. So here we can address everyone. Thats why this is the best place for exhibiting products. We:- Approximately how much you have invested on the whole setup done in Gwalior trade fair ? Manager:- All the investments for the setup of shop have done by the company itself, either is it for the land or for the framework of the shop and for all this company has invested about 1.2 million Rupees. And all the products which are displayed here in the shop are from our showroom only. So by doing this company gets the promotion and as well as we get the chance for the sale. We:- What are your strategies for attracting the crowd ? Manager:- For the attraction of crowd, whole day the announcements are made from the radio room, to make people aware of our shop location in trade fair. And else we have given lot off discount exclusively on the products which are displayed in the trade fair, to attract people. And announcements regarding discounts are also done, which attract people a lot.

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After interviewing Nokia, we interviewed the chairman of Trade fair to know the Corporate strategy of Trade Fair We:- Is this fair totally owned by Government.?? Chairman:- Yes, It is organised by Gwalior Trade Fair Authority a nodal agency of Government of Madhya Pradesh. We:- What are the Facilities that Government is providing for this Fair.? Chairman:- This Fair is organised on the Fair complex that is spread over 104 acres. The fair complex has an independent power sub-station, water system, hospital, police station, banks and other modern facilities. All this is provided by Government only.

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We:- So what is the Strategy of Government for this Fair? How do you Attract Big Companies to invest here? Chairman:- Gwalior Trade Fair offers enormous opportunities for trade and industries to showcase their product and services. Actually the fair offers easy access to millions of people from semi urban and rural regions. Major industrial houses like Auto majors Toyota, Mahindra and giants like Panasonic, ONIDA, Samsung, Whirlpool, Sansui, Videocon to name just a few exhibit magnificent pavilions at the Fair. We:- People have been talking about something called Centenary trade fair. What is that? Chairman:- In the centenary Trade fair there will be special cultural events & programmes. National & International artists of Dance, Music, Drama, Ballet & various performing arts will perform arts will perform in these special programmes for the viewers. During the centenary trade fair the volume of trade is expected to touch Rs 5 Billion mark.

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