Table of contents 2

1. Case study of Anur 3
2. Choosing the most suitable country for Anur to expand in 4
3. In depth market analysis 8
4. Company, sales and marketing goals 13
5. How does Anur have to enter the foreign market? 14
6. Account Plan 19
7. Choosing the most suitable fair for Anur to exhibit on 23
8. Trade Fair Concept 29
9. Return on investment 46

List of resources 47

Annexes 49
Interview with a person in the Muslim community 50
Observations Anuga Food Tec, Cologne 51
Interviews Anuga Food Tec, Cologne 61
Observations Ethnic Foods Europe, Brussels 79

1. Case study of Anur
Anur is a Dutch food company, specialized in frozen food products which focus on Muslim consumers. In the Netherlands, Anur has become one of the market leaders in Halal snacks. Anur has decided to internationalise their activities. The primary goal is to achieve a higher market share in one European country.

Anur has selected a consulting firm to help them make two major choices:

1. The selection of a European country in which they can reach a growing market-share, including strategic advice of how to set up international activities.

2. Which trade fair should be visited to prepare and support their international activities. This advice should be included with a worked out and detailed Trade Fair plan for the fair to be visited.

2. Choosing the most suitable country for Anur to expand in
To advice Anur on which countries they have to expand in, we drew up a few minimal requirements:

- The country has to be a member of the European Union
We advice Anur to expand to a country who is a member of the European Union, due to the fact that it makes the trading easier because if the open borders.

- The countries population has to consist out of at least 5 % and maximum 20% of Muslims.
This requirement is important because Anur’s strategy right now is focused on Muslim customers and because the biggest part of the Muslims wants to eat Halal food.

- The distance from the Netherlands should not be bigger than 1000 kilometers.
We would advice Anur to consider this criterion, because when you expand to a country close to your own, you have a better view on the culture they have and the risk is lower than if you expand to a country that you are unfamiliar with.

The countries that met these criteria went through to the pre-selection. These countries were Belgium, France and Germany. For these three countries we made a scoring model to see which country suites the best. We defined eight criteria, which allow us to compare the market potential of these three countries. In the following chart, we have grated the criteria with the weight in percentage and the final score for each country. The value of 5 is the highest and 1 is the lowest.

From this chart, we can conclude that the market potential is the highest in France and Germany. But why are the criteria used in our scoring model so important to take into account? Let us take a look.

Purchasing Power of Food
Thanks to the rate of the purchasing power of food, we know how much money the country, or people of France spend on food. Compared to the other living expenses, we can estimate the importance of food in that particular country.

Competition
To have a good insight on the markets of the chosen countries, Anur has to be aware of the competition. How many competitors do we have? What is their market share? Because when there are only a few competitors, there is a bigger change of reaching a lot of people.

Market Size
Is it relevant to enter the market? Can they handle a new player? Is Halal food already represented on the market? Are there important questions to ask ourselves?

Profit Margin
Is an investment in this particular country worthwhile? Do we have return on investment, and how much profit are we going to achieve? It is obvious that, the more profit we will make, the better for the success of Anur.
Muslim Population
As you know, the Muslim population is the biggest part of our target group, and although we have already included the Muslim population in our minimum requirements, it is important to be aware of the actual amount of Muslim people living in a country.

Market Barriers
Being aware of the market barriers is also very important. Is it easy to enter the food-market in that particular country? Are there any restrictions? If Anur has to take many regulations into account, it will probably cost us a lot of money, money that could be invested otherwise.

In our research we have used some of the following examples to decide with country should get which score in the scoring model.

Purchasing Power of Food

If you compare these three diagrams, you will notice that there is not so much of a difference. That is why we grated Germany and Belgium the same number, a 2. At France, we gave a 3, because first of all, their number was the highest, and secondly, the country is known as a country that loves food.
Muslim Population

Belgium
Country Population % of Muslims Total
11.007.020 5,80% 638.407,16

Germany
Country Population % of Muslims Total
81.471.834 5,00% 4.073.591,70

France
County Population % of Muslims Total
65.102.719 5,70% 3.710.854,98

By looking at those actual numbers, it is clear that Germany has a much bigger target audience than Belgium. It is exactly the same with France.

Before making the final decision, we have looked up the laws about the Halal way of slaughter and selling Halal food. Then we found out that it is not allowed in Germany to slaughter an animal when it is still continues. They have to be unconscious before they are slaughtered. Some Muslims believe that this is not the correct way of slaughter and because of that, they do not eat it. Because we want to slaughter the animals in the country itself, to reduce gas emissions from the transportation, we think France is the best European country for Anur to expand in.

We also find it important that we build up a sustainable image for Anur, therefore, we advice them to license the production to France, so that the transportation is limited to the minimum. More reasons why we want to license can be found in chapter 4.

3. In depth market analysis
In order to compile consolidated findings for our further strategy recommendation, we evaluated the French Halal market on the basis of the “Horizon Study Shoppers 2010 – Brands, Distribution, Halal Certification” provided by SOLIS France in February 2010 as well as on the “Global Pathfinder Report – Halal Food Trends” provided by the Canadian agricultural government department in April 2011.

France is a country with a very high amount of the main target group, the Muslim inhabitants, referring to the figures 7,6 % of the total population are Muslims, which numbers 4.16 million people. Until 2030 this number will increase up to 10.3 %, because of a high fertility rate and immigration. Referring to the SOLIS survey the Halal market represents a minimal potential of 5 million consumers and an estimated turnover of 17.6 billion Dollars in supermarkets, traditional stores, restaurants and fast food stores. The reasons can be constituted in an expanding offer, improved organization of the distribution channels as well as the growing ratio of the Muslim population. According to the Halal Industry Development Corporation of Malaysia, 10% of the global Halal products is represented by meats and 35 % is processed food and non-alcoholic beverages. The other 55% persists of a wide and fragmented variety of other products, such as dairy or fresh products.

The Halal markets just started developing throughout the last 5-10 years and increasing its variety of offered products. Now well know brands and big companies are concerning in Halal standard and have launched to notable supermarkets such Carrefour, Franprix, Auchan and Leclerc which are accounting for about 20% of the turnover, another 80% is generated by specialized Halal butchery shops. Besides the traditional stores and restaurants Halal food is also provided by hotels, canteens, Airlines and catering companies.

Dr. Cedomir Nestorovic of ESSEC Business School figured out, that in 2006 220.000 tons of Halal meat was sold in France, which results in a per-capita consumption of about 150 kg Halal meat, a number which is by 30% higher than the average meat consumption. Although most of the French Muslims have a lower purchasing power compared to French population they spend a higher amount of money (around 30% of income) on Food.

According to the SOLIS survey more than nine out of ten people, aged 18 or older with Maghreb background, buy Halal products. Especially for this cultural group buying Halal products allegorizes the hallmark of their community and Muslim religion. Among this group of Halal buyers, over 99% have been purchasing meat, while 70% have been purchasing delicatessen but only 22.9% have been buying convenience food. However convenience and delicatessen food are registering an intense growth during the last years.

The growth in penetration rate of convenience food in Paris region increased by 51 % only within the small period from February to December 2009, mainly caused by product launches, expanding range, increase of shelf space and promotion actions throughout 2009.

SOLIS also investigated the shopping circuit of Halal products and ascertains that over 95 % of Halal purchasers buy their products at Muslim butchers, while only 20% are buying in supermarkets and even less in grocery stores. Among these purchasers, the awareness and brand recognition for traditional brands is very high, followed by a medium rate for national and a low awareness rate for other brands.

Survey on ethnic food chains in France
Because we advice Anur to distribute their Halal products to several ethnic stores, we have searched and analyzed the most important ethnic chain stores in France.

Companies Location Stores Products Reputation
Naturalia Region of Paris 57 Biologic food (meat, vegetables, pasta, fish etc) Leading company in organic and natural products
Biocoop Whole of France 333 Produit agricole Leader in the distribution of organic food
La Vie Claire Whole of France 200 Organic food One of the biggest companies in organic food
Nouveaux Robinson North of France 18 Bio-organic food Small specialist
Eau vive Whole of france 30 Bio food Small specialist

As you can see in the table above, Biocoop and La Vie Claire are the most interesting companies for Anur to focus on. We have chosen these two companies, because they are one of the market leaders of organic food in France. Besides that, they have a good reputation and are located in the whole country. Therefore the products of Anur will be available in almost every City in France and Anur will be able to serve an utmost high quantity of clients.

Competitors in France
To get a clear view of the market in France, we searched for the biggest competitors that Anur will have when they enter the market in there. The companies that have the biggest market share of Halal products in France are Mekkafood and Isla Delice. These competitors focus on the Muslim society and sell their products in typical Muslim shops and supermarkets. Their product range is very similar to the product range of Anur. Mekkafood sells Halal snacks and Isla Delice has a range of cold cuts.

Hostede dimensions
In this chapter we are going to explain the cultural differences of France and the Netherlands by showing the Hofstede dimensions. At first we are going to explain the French culture and secondly we are going to compare it with the Dutch culture and how Anur can respond on the differences and similarities between the two.

The figure above shows a good overview of the aspects of the French culture. We will now explain the different aspects and what they mean by using the theory of Hofstede.

“This dimension deals with the fact that all individuals in societies are not equal – it expresses the attitude of the culture towards these inequalities amongst us. Power distance is defined as the extent to which the less powerful members of institutions and organisations within a country expect and accept that power is distributed unequally.”

“With a score of 68, France scores high on the scale of the PDI. It is therefore a society in which inequalities are accepted. Hierarchy is needed if not existential, the superiors may have privileges and are often inaccessible. The power is highly centralized in France, as well as Paris centralizes administrations, transports etc. In management, the attitude towards managers is more formal, the information flow is hierarchical. The way information is controlled is even associated with power, therefore unequally distributed.”
4. Company, sales and marketing goals
Company goals
- Expand in France and develop a market share of 5% in the Halal market within the first year after market entry.
- Increase the brand awareness of Anur in the French LOHAS-target group (Lifestyle Of Health and Sustainability) with 20% within the first year after market entry.
- Achieve, within three years, a brand loyalty of 30% of the initial buyers in France.
Sales Goals
- Achieve a turnover of € 2,5 million in the first year on the French market.
- Reach 100,000 initial customers in France within the first year after market entry.
- Provide Anur products in at least 250 different shops, all over France within the first year on the French market.
Marketing-communication Goals
- One year after the first market entry, 50% of typical halal shoppers link the brand Anur with 100%-halal food.
- 75% of people who recognize the Anur-logo link it to healthy and sustainable food.

All these goals are defined SMART. This means they are all Specific, Measurable, Achievable, Realistic and Time-bound.

A turn-over of €2,5 million in the first year on the French market may seem quite a difficult goal to reach, however you know that the total annual sales volume of Anur is now 12 million dollars, it is an achievable goal in France.

Six months after Anurs market entry in France, we have to evaluate the whole project. Does Anur has good sales figures in France, how is their image, these goals are the perfect tool to do that. Are we on a good way to achieve them? Or is the French market responding differently than that expected? If we are on a good way to reach the goals, we stick to our strategies. If we see that the goals are impossible to reach by holding on to our strategy, there are some adjustments to be made in the market entry strategy.

5. How does Anur have to enter the foreign market?
Based on the first chapter, this chapter will describe which Market Entry Strategies there are and which Anur should choose to penetrate the market in either France or Germany.

The different Market Entry Strategies
There are three main types of Market Entry Strategies and each of them have their own different variations. The three strategies are Export, Foreign Production and Ownership Strategies.

Market Entry Strategy for Anur
First there is a choice to be made if Anur should focus on either the German or the French market. The pre-selection in the previous chapter reveals that France has the best score (355 points) and Germany the second best with 340 points. Besides that the German law only allows Halal slaughtering under the condition that the animal is unconscious before being slaughtered. This is in contradiction with the correct Halal-way of slaughtering. Because of this German law, we suggest Anur should choose the French Market to expand in.

The advice for Anur is to license a company in France to produce, transport and deliver the products under the trademark “Anur” to the foreign consumer. The consequence is that the capital and management will not only be in the Netherlands (80%), but also in France (20%). Therefore Anur will not take a big risk going international, because they will not be responsible for the production, transport and distribution. This means that Anur can stick with its core activities, marketing and sales.

Pro’s Con’s
Reducing capital and management resources Risk that your licensee becomes your competitor
Less risky Less control over quality of the production
Less time and money
Avoiding trade barriers
Minimizing transport costs and currency risks
Taking advantage of an existing infrastructure and network

Besides that, there are also a lot of other advantages by licensing a company in France. These advantages (pros) are shown in the graph above. On the other hand there are also disadvantages (cons), but they are not in relation to the amount of advantages it will bring for Anur.

Further, Anur wants to maintain the high quality of the products. Therefore it is important to ensure the high quality of production, transporting and distributing. To achieve this, Anur should design a contract that contains a clear method of operation (guidelines, procedure etc.) with the licensee. To make a good decision on choosing a company, Anur should do a market research, compare the companies and choose the licensee that fits the best to the criteria of Anur. Besides that, we advice Anur to visit the licensee on a regular bases to monitor the production.

Also we desire that Anur products are going to be sold at a big variety of stores. To achieve that, we are going to focus on a chain of ethnic stores and wholesalers that supply supermarkets in the bigger cities of France. We have made a comparison of the biggest ethnic chains in France, so that we can make a decision which chains Anur really have to convince about their products. This document can be found in the in dept market analysis.

Recommendation to enter the new market
Due to the goal of penetrating the French Halal market and in order to also make new target groups accessible, we developed a concept which will boost growth rate, market share and establish a whole new image for the Anur Halal products as well.

Our advises are broadly based on the major “Trends 2012” survey, which provides relevant customer insights and identifies consumer as well as market trends of the upcoming years. According to the survey a huge trend for the following years is compounded with the term “Control”. This trend reveals that control of their own life and environment and a sense of security and safety will be a big issue for consumers in the next years.

Therefore companies have to ensure transparency concerning quality and improve their reliability as well as providing guarantees on the basis of testing and expertise.

We strongly recommend you to focus on this trend, because of your main target group of Muslims, which requires certainty on the 100% Halal ingredients and high quality standards of production. In our opinion your company is already performing quite well in this concern, so we would recommend adapting your proven strategies and concepts for the French market.

However your strategy is working well and could be pursued to the French market we suggest to cover a second of the big upcoming trends, specified in the previously quoted survey. For our considerations the trend compounded with the term “BE” would perfectly match to the strategy, image and personality your company is representing and would be a meaningful amendment to your existing orientation. “BE” summarizes the trends for a healthy mind and healthy body as well as the conscious consumption and production, consumers following this trend aspire a healthier lifestyle and consuming sustainable products.

In order to expand the market for your products we recommend you to focus as well on this target group of people alongside your traditional one. An adjustment on this target group will open new and huge markets, and will reduce risks through diversification and provides a variety of new chances and possibilities. In order to go with the trend we advise you to develop a new product line aiming at the requirements dealing with health, sustainability and fancy Arabic Halal food. In our opinion it will be necessary to develop a new brand in order to border the new healthy food line sharply from the existing “Anur” products, which are insisting of a great variety of Snacks, which do not fit in the image of healthy food. A single brand combining both the traditional products and the new lifestyle products would not reach the credibility of healthiness and sustainability, like a completely new one could.

Therefore we choose the name “Anur – ProHealth”, which combines the reputation of the brand name “Anur”, which is well known for 100% Halal, with the new lifestyle component “ProHealth”, which suggests a healthy and modern image.

The brand “Anur – ProHealth” is especially aiming at the LOHAS target group, which insists of people of every age, sex and cultural background, who have a common and distinctive sense of health and sustainability. The interconnections of mind, body and spirit within individuals play a large role in the holistic worldview of the typical LOHAS Consumer. This focus on Personal Development, with the ultimate goal of achieving full human potential, is of utmost concern to the LOHAS consumer.

The products of the “Anur – ProHealth” brand, should of course be 100% Halal, which is important to establish an unique selling proposition within the market of lifestyle food. A combination of typical regional specialties of the targeted market and a variety of healthy and fancy Arabian meals, are recommended by our consultancy. To establish an image of health and sustainability the product launch should be accompanied by marketing efforts, like Social Media Campaign and brand exhibitions on Trade Fairs, which will be closer described in the communication section.

Unique selling points of the new brand
According to our analysis, we identified several characteristics of Anur, which are outstanding and will enable you to differentiate from your competitors and make your products and brand even more attractive to the particular target market. These unique selling propositions will be outlined in the following section, in order to sensitize you for these aspects and to keep your focused on developing them further.

One of these aspects is the level of customer services, which your are providing to your customers. Working on this approach, will enable you to handle your accounts in a far more efficient way and will increase the level of customer satisfaction. Even though the current quality of service is pretty high, you should furthermore keep working on improvements, for example setting up a professional complaint management and churn prevention. Advancement in this concern will not directly affect sales activities in the short term, but therefore it will do in the long term by increasing customer retention and satisfaction rates.

Another point, your company should focus on and which will support you by differentiating from your competitors, is the transparency of the production process and product quality. Maintaining transparency and providing information about the process and products is a huge issue within the Halal food business because of the sensitiveness of the Muslim customers concerning the proper way of Halal slaughtering. By providing a high level of transparency your company will build up confidence within the Muslim target group and cut the doubts. A trustworthy certificate and an excellent reputation of Anur will be a big advantage in competition.

The Anur “Cash Carry” system is another unique characteristic, which is a reason for choosing your company as supplier, especially for smaller shops. Therefore we recommend you to stick to it and strongly promote the system due to B2B marketing and account management issues. Concentrating on the mentioned characteristics will help you to establish certain unique selling propositions in order to gain advantages in competition.

6. Account Plan
Present Account Management
About the organization of Anur Halal Food BV we have not found anything about their present account management strategy. We only know that Anur has a professional marketing and sales department, situated in their headquarters in the Netherlands. The marketing department is supported by a brand manager, Mr. Dilek Alkir, and two market researchers. Sales abroad are supported by an experienced export manager.

At home, Anur works with experts from diverse, either ethnical or non-ethnical, distribution channels. Of course the sales department is supported by a back office, which consists of two people. The managing director is Mr. A.T.M. Van der Laan and the general manager is René Hochstenbach.

Probably Anur has an account manager, who is responsible for e.g. the relationship with customers, and a well formulated international account plan in. Causes in addition to the Netherlands, all 32 Anur products are delivered to around 5,000 ethnic grocery shops in 10 European Countries.

For now, let us just assume that they have none, and start from scratch.

Types of accounts
Due to the fact that the country we want to expand in is France, we determined the following types of accounts as the perfect sales mix for Anur. We divided these accounts in 3 different categories by taking in account the normal Anur brand and the Anur prohealth brand.

As A-customers and therefore our most important customer, we picked out ‘Casino’ which is a supermarket chain in France. Casino is one of the most well known supermarkets in France and with almost 10,000 stores the perfect opportunity to reach a wide range of customers all over the country and guarantee the awareness of the name ANUR. The Casino Group is, with 230,000 employees worldwide and 29,1 billion euro in consolidated net sales, one of the world's leading food retailers.

Leveraging its close ties with customers, the Group has based its development on the ability to anticipate and support new consumer trends. Its multi-format strategy, private-label product ranges, and long-term commitment to corporate responsibility have made the Group a unique, highly differentiated player in the retail sector, both in France and in international markets. The A-customers will bring a turnover of 60 %, the so called multi level sales.

We selected a chain of Food shops called “Hal’shop” who are specialized on Halal Food, as our B-customers. In these shops you can find a fresh butcher and other offers which are specially designed for the mainly religious customer of Halal food shops. One of the goals of the Hal’shop is to become the supermarket with the largest range of Halal products in France as well as offering ecological responsible produced products. Additional to the shops Hal’shop is also offering an online service where customers can order food, which will be delivered within 48 hours after ordering. We expect a turnover of 30 % in this traditional sales sector.

The smallest turnover of 10 % we want to ensure in the ethnic food shop sector. Therefore we picked out two ethnic food chains, ‘biocoop’ and ‘la vie Claire’, in France. Both are large shops who sell biological and ethic food and focus on the healthy Lifestyle. These shops offer just a small range of Halal-products and are perfect to introduce our new brand “ANUR Pro-health” also they will help us to gain bigger market opportunities in this new sector. Please find more figures about the biocoop and la vie Claire in our dept market analysis.

Environment analysis
As the Environment of accounts we picked the ‘Cash Van System’ ANUR is familiar with in the Netherlands. That means the ANUR Van’s will visit the customer on a regular basis and deliver the frozen products to the client who has the possibility of ordering via internet or phone which assures a quick refill of the freezers in the supermarkets. Over and above the accounts do not have to buy own freezers because we provide them with a loan system where they can loan freezers from ANUR which they can put in their shops.

Strategies for the different accounts of Anur
Depending on the particular characteristics of our Accounts we determined a certain strategy for each of them, which accounts for their special needs and mannerism.

Regarding to our A-Customer Groupe Casino, which has to deal with a severe competition within the sector of big supermarkets in France, we figured out, that differentiation by products is a huge issue. To avoid exchangeable services or products, companies try to stand out the crowd of competitors. Therefore we would recommend establishing a system of co-developing between Anur and Groupe Casino, in order to create unique and customized products just available at Groupe Casino stores. We think of a special product line exclusively sold and produced for Groupe Casino Stores, designed and created by employees of both companies in collaborative workshops. Offering this opportunity to our customer, will increase retention as well as boost turnover because of customized products for the special demands and purpose of the customer.

In order to increase retention within the account of our B-Customer Hal’ Shop we would recommend you to focus on the muslim roots and traditions to promote your products and improve customer relations. Concerning the Hal’ Shops, minding the muslim rules of slaughtering and bewaring the muslim cultural attitudes is looming large. To communicate this character of Anur to your customers, we would recommend inviting your accounts to certain events relating to Muslim culture and lifestyle. We suggest to arrange a ceremony, in a typical traditional Muslim way and to invite the Hal’ Shop retail-store owners and selected friends and colleagues’ of them to this event, which will link Anur to the Muslim community.
These events provide the message, that Anur cares for the certain background of its customers and really takes the Halal way of slaughtering serious, which is a important issue for a muslim dominated account. In addition to the mentioned aspects of increasing affiance and setting up a close relation to existing customers, Anur could also benefit of these events by acquiring new potential customers, within the networks of the Hal’ Store decision makers.

In order to establish Halal Food as a lifestyle trend, as already mentioned in our recommendations, we would advise you to also focus strongly on the account of C-Customers, which persists of Ethic Food Shops, because of the high potential, within this market segement. One of the biggest problems of entering a new market and providing retailers with products, is their aversion to risks and uncertainty. To reduce these risks for the retailers, we would recommend you to offer them financial incentives within the first weeks of product implementation in their shops.

As a proper strategy we would suggest a “free-trial” period. The retail shops should be provided by promotion material, refrigerators with Anur products and additional information on Halal food, but should only be charged for the products they actually sell and not for refrigerator rent and other overhead costs. This will reduce the barriers of introducing new products by means of minimizing the financial risks.

As you see, we recommend different approaches for your customer account management aiming at certain accounts, in order to increase the efficiency of the measurements. As an overall approach we would recommend to concentrate on a high level of quality concerning customer service. Therefore we suggest developing a multi-channel accessibility, so that customers could get in contact with Anur easily and by different channels, for example Email, Internet or Telephone. In order to this broad accessibility, it is a very important issue to establish a proper Customer Relationship Management to deal with an increasing number of contacts and accounts. A professional CRM-System will enable your company to reduce the reaction time and keep the Data in a clearly arranged way. A further advantage is the possibility to evaluate the data and detect discontent accounts more easily.

7. Choosing the most suitable fair for Anur to exhibit on
Public or Trade Fair?
We are convinced that a combination of a public and trade fair would be the best. This is the only way how Anur can convince people of its products in the business-market and in the consumer-market. Because of the limited budget, it is not possible to combine these two methods. Therefore, we are going to focus us on a trade fair to convince wholesalers and retailers to sell Anur products in their shops.

Convincing the customers to buy Anur products is also very important. There are a lot, less expensive marketing strategies than exhibiting on a public fair to persuade them. We are going to select some of these methods and integrate them in the market entry strategy.

Horizontal or Vertical?
We recommend a horizontal trade fair as the best choice for Anur. At these fairs, the focus is on a very specific target group. The competitors of Anur, like Mekkafood, are also present at a horizontal trade fair. This gives Anur the opportunity to get in contact with their prospects.

International aspect
We advice Anur to take part in a trade fair with an international character. It is very important that there are a lot of French visitors. Because of that, we are looking for trade fairs in France or the most important food fairs nearby France, like for example Germany. Around 2/3 of the world’s leading trade fairs are taking place there. Germany is the world’s no. 1 location for hosting international trade fairs. We also want to highlight that more than 130 000 Frenchmen attended Trade Fairs in Germany in 2008.

Selection of acceptable trade fairs to be visited
InterCool – Dusseldorf
The fair InterCool Dusseldorf is the international trade fair for frozen food, distribution, logistics and services. This leading trade fair for frozen food is the ideal business platform to catch up with the latest trends, launch new product and make new business contacts.

Sial – Paris
SIAL Paris is the public trade fair focusing on home cooking and the domestic kitchen. The exhibition ranges from raw products to ready-made food and drinks, kitchen equipment, literature and food exporting information.

Anuga – Cologne
Anuga is not only the largest food and beverage fair in the world. It´s also the sector´s most important fair for new markets and target groups. It´s the perfect venue for all the latest trends and themes - and a great place to make first-rate contacts and business deals. Besides its excellent opportunities to make new contracts, Anuga offers the entire infrastructure and comprehensive services. You will find everything to make your stay during the Anuga as comfortable and productive as possible.

Salon International du monde Musulman – Paris
Salon International du Monde Musulman in Paris shows all facets of the Muslim world. The exhibition is divided into three sections and presents to its visitors scientific achievements of Islam with their culture and their lifestyle. The fair is an excellent opportunity to get comprehensive information about this culture.

Sandwich and snack show – Paris
Sandwich & Snack Show 2012 is the leading trade fair for the snack and food active market in Paris. It will aim to bring together leading chefs, experts, fast food suppliers from all over the Europe.

Paris Halal Expo – Paris
Halal expo is the sole professional trade show in France dedicated entirely to halal foodstuffs. The exhibition will provide a best meeting ground for buyers and sellers. Halal Expo is the best platform for the international buyers and sellers to explore the vast global range of halal products.

Chosen criteria + Importance per criterion
After preselecting six trade fairs, we selected seven criteria on which we define what trade fair Anur should visit in 2013. We rate them all with a number between 1 and 5, where 1 is the lowest and 5 is the highest weight a criterion can achieve.
Number of professional visitors
In order to the fact that we are going to concentrate on B to B relationships, we are trying to find partners like wholesalers and retailers. So for us the number of professional visitors is the most important criterion and we rated it with the number 5.
Number of visitors
We want to reach as many potential partners as possible with our new concept, so we picked the criteria ‘Number of visitors’ as another very important characteristic; we ranked with a 4.
Number of Exhibitors
Also we picked the ‘Number of Exhibitors’ as one of the most important criteria, which we weighted with the number 4, due to the fact that we do not see the other exhibitors as business rivals, but more as our future partners we can work with and built up long-term business relationships.
Costs
Another important factor for us are the total costs of the Trade Fair we are going to visit. Concerning the budget we are given we weighted the ‘costs’ with the number 3.
Reputation
We also took the ‘reputation’ of the Trade Fairs in consideration and assessed it with the number 3, as we want to present ANUR as an authentic and trustworthy organization.
Relation to target market
As well as the reputation the relation to the market on which we are focusing is a attribute we graded also with the number 3. It is important to introduce ANUR on exhibitions were the target group is present in high numbers.
Publicity
In order to the fact that we want to attract new business partners to our products the ‘publicity’ of the Trade Fairs is also quite important. We weighted that criterion with the number 2. Scoring model

Legenda
From 1: not important, to 5: very important

# of visitors
Amount Value
0 - 5.000 1
5.000 - 10.000 2
10.000 - 50.000 3
50.000 - 100.000 4
100.000 + 5
# of exhibitors
Amount Value
0 – 500 1
500 – 1.000 2
1.000 – 2.000 3
2.000 – 4.000 4
4.000 + 5

based on previous years based on previous years

Publicity
Amount Value
0 1
0 – 2 2
2 - 4 3
4 - 8 4
8 + 5
Reputation
Amount Value
0 1
0 – 2 2
2 – 4 3
4 – 8 4
8 + 5

int.al. based on Google-hits, int.al. based on Google-hits, first 15 first 15

Costs for a stand
Amount Value
200 € + 1
150 - 200 € 2
100 - 150 € 3
50 - 100 € 4
0 - 50 € 5
# professional visitors
Amount Value
0 - 20% 1
20 - 40% 2
40 - 60% 3
60 - 80% 4
80 - 100% 5

per square meter in % of the total of visitors

Relation to target market
Amount Value
No relation 1
Minor relation 2
Relation 3
Major relation 4
Strong relation 5

based on products and industry

Determine the best trade fair

Why should Anur go for Anuga? Firstly, Anuga had the best score on our scoring model and it fits perfectly in our marketing visions and secondly it is located in Cologne, Germany. It is not only the largest food and beverage fair in the world, it is also the sector’s most important fair for new markets and target groups!

By looking at some statistics, of 2009, it shows that the visitors and exhibitioners of Anuga have the opinion that there is no better food show. But a more important statistic is the top 30 of visiting countries. France, our target group, ends up third, which gives Anur the opportunity to gain a lot of leads at this trade fair.

During the trade fair, there is an opportunity to look at the market potential of other countries, interested in Halal-food. The origin of visitors varies and they will also be visiting the Anur stand.

The Anuga Food Fair of 2013 is very focused on Halal food. Therefore they organize different lecturers about it. This will attract a lot of halal-interested people to the fair. Because these people are in our target group, we really recommend Anur to participate on the Anuga trade fair of 2013.

8. Trade Fair Concept
Primary targets
DIRECT SALES
Achieve signed contracts for an amount of 200,000 Euros by retailers and wholesalers during the four days of the Anuga Food Fair.

INDIRECT SALES
Achieve extra sales of 500,000 Euros by contacting our leads that we got on the Anuga Food Fair.

Communication targets
- Generating at least 150 leads within the four days on the Anuga Frozen Food
- Increase brand awareness among the potential prospects by 30% during the Anuga Frozen Food Fair.

Secondary targets
- One week after the Trade Fair we have contacted all leads to thank them for their interest in our product range and give them additional information about Anur and their product range.
- One month after the Trade Fair, all the leads that wanted an appointment with one of our sales managers are visited.

Time table

Stand Details
We have chosen to advice to an open stand, because this gives the visitors the possibility to walk through the stand. Another advantage is that people are more willing to visit the stand due to the more inviting construction. We advise Anur to choose for a corner stand, because than there are 2 open sides on the stand which increases the open atmosphere. We would recommend a stand that integrates the natural colors that Anur uses now in their logo. We are going to do that with a carpet of grass to put on the floor and by using natural colors like light blue, browns and soft greens. We also want to integrate display freezers in the decoration by using them as an information desk, where the sales managers can negotiate with the prospects and convince them to integrate the Anur products in their shops.

Besides all this, we also want to provide the visitors of the trade fair with information. To do that, we are going to use boards that are placed high, so that everyone can see the information, even if the stand is crowded.

Moodboard about the stand

Where does Anur have to implement their stand on the Anuga Food Fair of 2013?

We advise Anur to exhibit in hall 4, because this hall is focused on frozen food. In this hall they need to reserve a stand that is in the center of the hall, because than more people are passing by than in the outer corners. This is a good method to increase the brand awareness of Anur.
Staff
The staff at the trade fair has to be from different nationalities, like the staff of Anur itself. In total we need at least 5 sales managers to cover all the conversations with all our leads. Of course, not all of these 5 managers have to be there from the beginning of the fair till the ending. We need our total capacity at the peak moments, but in the first and the last hour, it is enough to have 2 or 3 sales managers. 3 come early and leave earlier. The other 2 come later on that day and work till closing hour.

For these 5 managers, we would like to have a mixture of easters (Muslim) and western (Europe) people. The minimum criterion is that they have to speak German, French and English. This gives us the possibility to have the major part of all conversations in the native language of the lead. Besides these sales managers, we also need hostesses to attract the visitors to our stand when all the managers are busy. We would like to have 2 hostesses. One from the East (Muslim) and one from the West (Europe).

We also need cooks to prepare our food. Because there are a lot of visitors at the Anuga Food Fair, we advice to integrate two cook stands, that is why there will be two cooks needed. It is quiet expensive and therefore, we have come up with the idea to hire students that are enrolled in cooking classes. Because of the pressure and the high standard they have to meet, it is a very good training for them. The advantage for us, is that it does not take that much money out of our budget.

All staff members work 8 hours a day with a lunch break outside the trade fair of one hour. Because all staff members are a mixture of nationalities, we highlight Anurs slogan of their international campaign “East meets West” even more.

Activities
For the activities on the trade fair, we want to do a show cooking were the cooks make delicious dishes using Anur-products. Our visitors can see how the cook is preparing the food and afterwards, they can taste it. The dishes we are going to serve on the exhibition will be decided by a competition we are going to do on Facebook. If people join the group, they can create up their own dish by mixing some ingredients together. When this is done, people have to vote for the best ‘own-created’-meal. The three dishes with the highest score will be made and tasted at the trade fair. The visitors on the fair than can score these three dishes. The person that has created the best dish wins a culinary home party for 10 persons, where Paul Bocuse, prepares a five-course-meal for them.

How will the stand look like?

Communication plan
Business to Business
Firstly we suggest to prior on aiming on the ethnic chains, secondly we have the regular supermarkets and thirdly the shops that are specialized in halal-food. All these targets are located in France.

Target Groups When Objectives Media
French Ethnic chains

French supermarkets

French shops specialized in Halal-food Before  Increasing business network
 Convince them to come to Anuga Trade Fair  LinkedIn
 Twitter
 Newsletter
 Invitation
 Website During  Inform them about the company
 Increasing brand awareness
 Interaction with Halal-food
 Collect leads
 Convincing them to do business  Brochures
 Flyers
 Banners
 I-Pad (+ apps)
 Movie
 Live-cooking After  Follow-up
 Evaluation of trade fair  E-mail
 Brochures
 Newsletter
 Website
 LinkedIn
 Twitter
During the trade fair, we are going to introduce the two product lines of Anur, the existing products, and the new healthy products (ProHealth). These product lines are suitable for the whole costumer segment.
The Trade Fair Anuga is an opportunity for Anur to increase their business network, because, like we said before, Anur should internationalize by going to France. As you can see in the table above, we have divided the objectives in ‘before’, ‘during’ and ‘after’ the trade fair.

Before
Anur should prepare the trade fair by using social media (LinkedIn, Twitter, etc.) to increase the business network and convince the people to come.
 LinkedIn: Making contacts and highlight their activities
 Twitter: Keeping businesses up to date and announcing the Trade Fair
 Newsletter: Keeping businesses up to date and announcing the Trade Fair
 Website: Keeping businesses up to date and announcing the Trade Fair
Besides the social media, Anur should invite their main prospects to the trade fair.
Invitation: Teaser (2 months):
 Luxury envelop with only a QR-code inside, so that they have to scan to know what the message is
 When they scan the QR-code, they will be directed to the website of Anur

Real invitation (1 month):

 When a company is willingly to visit the trade fair, they can register themselves
 They will receive free entrance and parking tickets
 Come and taste! During
Anur should offer various activities during the trade fair to inform them about the company , to increase brand awareness, to provide interaction with Halal-food, to collect leads and convince companies to do business.

 Brochures Information about Anur, their brands, …
 Flyers Information about Anur and products
 Banners Visuals
 I-Pad & apps Questionnaire about halal in general
 Movie 5-minutes movie about making a simple halal-dish
 Live-cooking Getting people to try and evaluate halal-food
Excite them

After
After the trade fair Anur should stay focused. They should keep potential costumers informed and up to date, contact the leads and send additional information. The most important of the follow-up is that the processing of the orders goes fluently. This all will contribute to the creation of a good basis for a long term relationship with his future clients.

 E-mail Keeping businesses up to date, sending additional information, …
 Brochures Sending the additional information to the leads
 Newsletter Keeping businesses up to date
 Website Keeping businesses up to date
 LinkedIn Keeping businesses up to date, creating a bigger business network
 Twitter Keeping businesses up to date Business to consumer
Firstly we advice Anur to keep aiming on the Muslim population of France, secondly the non-Muslim population. Further we are also open to other consumers.
Target Groups When Objectives Media
French Muslim population

French non-Muslim population

Remaining customers Before  Increasing and maintaining brand awareness
 Interaction with halal-food
 Inform them about the company and the new brand
 Convince them to try Halal-food  LinkedIn
 Facebook
 Twitter
 Newsletter
 Website
 Posters During / / After  Inform about the new and winning product
 Evaluation of the game
 Increasing and maintaining brand awareness and sales
 Convince them to try Halal-food  E-mail
 Newsletter
 Website
 LinkedIn
 Twitter
 Facebook

Before and after
 Facebook Besides the regular functions and publishing on Facebook, we are launching a Facebook-game.
With this game customers can create their own halal-dish with the products Anur already has in their range. The customers can choose out of a range of different kind of vegetables, fruit, meat, potatoes, etc. After they created their dish, they have to share their dish on their own Facebookpage. The top 3 of dishes with the most votes on Facebook will be prepared and served at the trade fair. The concept will be launched 4 months before the trade fair. At the trade fair the judge (visiting companies) are going to vote on which dish they find the best.
The winning dish will be added to the product line. And even more, the winner of the dish wins a culinary home party for ten persons, where Paul Bocuse, a famous French cook, prepares a five halal-course meal for them.

It is important that the game will be hold on Facebook, cause in this way we easily can collect the information about the participating Facebook-users. Like in any other game launched on Facebook, we dispose over their name, address, … All information that can be used in the future to collect new leads.

 Twitter Besides the regular posts on Twitter, we are referring to our game on Facebook, where they can make their winning dish. We will be posting the provisional ranking of the dishes, ask for opinions, … We also would make a well-known used marketing tool, the ‘#’. We will create ‘campaign name’, so that people are able to employ them in their own status-updates.

 Newsletter In the newsletter to the end-customers, Anur should abstain from mentioning the trade fair of
Anuga, but we are referring to the game we are launching on Facebook. Furthermore we obviously provide them with the regular news facts. The newsletter also contains links to our Facebook-account, our Twitter-account, our website, … After the trade fair, the winner will be announced

 Website On the website the end-consumer also will find the information about the game on Facebook.
They can leave their opinions in the guestbook and the winner will be announced!

 Posters Posters will be distributed among crowded public places and in the supermarkets where the frozen food is sold. That way the game will reach the big audience and will be associated to Anur

Cost estimation

At the Anuga fair, there is a special system for exhibitors who wants to invite their big customers, by giving them a free voucher for the fair. The system is the following: You send your customer a code and if they come with the code to the entrance of the fair, they get the free ticket. Only if the codes are used, the company gets charged for the tickers. This system gives you the opportunity to send a lot of invitation, including a code, without paying for every ticket, even if it is wasted. Evaluation and Follow-up
For the evaluation and follow-up, we have used the trade fair evaluation form. This will help us to estimate the number of prospects we have, how many staff we need on stand to cover all conversations with our leads, …

TRADE FAIR EVALUATION MODEL
Trade Fair days 4 X
Opening hours 7 =
Effective trade fair hours 28 Number of visitors Anuga Frozen Food 56676 X
Target group % 5% =
Potential Prospects 2834 Potential Prospects 2834 X
Interest in visit 10% =
Maximum leads 283 Maximum Leads 283 X
Time per lead on stand 30 minutes =
Sales hours on stand 142 hours Sales hours on stand 142 hrs. /
Effective trace fair hours 28 hours =
Staff on stand 6 Maximum Leads 283 X
Handle time per lead (Administration) 100% 5 minutes
Handle time per lead (Preparation visit) 30 minutes (only 15% of leads)
Handle time per lead (Travel time) 2 hours (only 15% of leads)
Handle time per lead (Visit itself) 1 hour (only 15% of leads) =
Handle time 175 hours

The Anuga Food Fair in Cologne is an exhibition of 4 days. Each day, the fair is open for 9 hours. The first and the last hour is not that effective, because there are only a few visitors. If we multiply 4 days with 7 effective hours a day, Anur had a total of 28 effective trade fair hours.

We advise Anur that they exhibit on a stand in hall 4. In this hall, the focus is on frozen food. The largest part of Anurs product range exists out of frozen halal food and therefore we think that this is the best hall for them. In this hall, there is an average of 56676 visitors during the 4 days of the fair. These people are not all interested in frozen food snacks, because there are also totally different frozen products (such as ice cream, vegetables …) present in hall 4. The percentage of our target group on the average of all the visitors of the frozen food hall is 5 percent. If we calculate, we can estimate that Anur has 2834 potential prospects on the Anuga trade fair.

These 2834 potential prospects are not all interested in the frozen halal snacks of Anur. All our competitors, such as Mekkafood, are also present at this fair. The visitors that come to the Anuga trade fair because they are invited by one of the competitors are not interested in visiting the Anur stand. The people that are interested in visiting the stand of Anur on the Anuga trade fair is 10% of the total potential prospects. Then we come to a maximum of 283 leads.

During the trade fair, the sales managers of Anur try to convince as much as possible visitors to sell the products of Anur in their shops. For every lead we scheduled an average of 30 minutes. During this time, the sales managers have to give the lead a lot of information, collect their coordinates and convince them to work with our products. If the meeting with every lead, takes about 30 minutes, Anur needs 142 of sales hours to be able to talk to all their leads on the fair. To manage doing this during the 4-days trade fair, Anur needs 6 sales managers.

We suggest to do a small amount of the follow-up during the trade fair. The 2 hostesses in our staff, does not have a lot of work the whole time. We advice Anur that they let them put the lead forms into the database of Anur. These forms are filled in by the sales managers for each lead. In this document the responsible manager for that client, fills in a form with all the coordinates, what they talked about and also in which kind of products they would be interested in.
We also suggest Anur to divide the leads on the fair in 2 different groups. The ‘normal’ leads and the ‘priority’ leads. These last leads are the big clients, that have a lot of purchasing potential and therefore they need a special treatment. If one of the sales manager files in a priority form, the form has to be send to the headquarters right away. At the office, they put up, as fast as possible, a personal offer for these priority leads. All the other leads, also receive the information they asked for, but when the fair is over.
9. Return on investment
We estimate a turnover of 200,000 Euros of direct sales during the Anuga Food fair of 2013. After the fair we contact all our leads that we collected on the fair and then we estimate a turnover of indirect sales of 500,000 Euros within the next six months after the fair.

As you can see in the cost estimation, we estimate our costs on participating on the Anuga food fair in Cologne are around 75,000 Euros.

ROI = (Payback – Costs) / Costs * 100

If we calculate this formula, we have a return on investment of 833% within 6 months after the Anuga trade fair in 2013.
This figures shows that there is a big market potential for Halal food in France and that introducing the new brand and products from Anur on a trade fair is a good strategy to enter the market.
List of resources
AGRICULTURE CANADA, http://www.ats.agr.gc.ca/inter/4352-eng.htm, last consulted on 22/03/2012

ANUGA, http://www.anuga.com/en/anuga/diemesse/index.php, last consulted on 22/03/2012

ANUR, http://www.anur.nl, last consulted on 22/03/2012

BIOCOOP, http://www.biocoop.fr, last consulted on 22/03/2012

EAU VIVE, http://www.eau-vive.com, last consulted on 22/03/2012

FRANCE 24, http://www.france24.com/en/20110127-muslim-population-growth-outpaces-non-muslims-study, last consulted on 22/03/2012

GEERT HOSTEDE, www.geert-hosted.com, last consulted on 29/03/2012

GROUPE CASINE, http://www.groupe-casino.fr/en/Key-Figures.html, last consulted on 29/03/2012

HALAL AUDIT, http://www.halalaudit.nl/event.php?ID=7, last consulted on 22/03/2012

LA VIE CLAIRE, http://www.lavieclaire.com, last consulted on 22/03/2012

NATURALIA, http://www.naturalia.fr, last consulted on 22/03/2012

NOUVEAUX ROBINSON, http://www.nouveauxrobinson.fr, last consulted on 22/03/2012

NP DATA, http://www.npdata.be/BuG/139-aantal-moslims/moslims.htm, last consulted on 22/03/2012

PBS, http://www.pbs.org/wnet/wideangle/previous_seasons/shows/france/info.html, last consulted on 22/03/2012

SOLIS FRANCE, http://www.solisfrance.com/CMS/modules/dl/1957363014/FrenchconsumersofHalalproductsin2010_1.pdf, last consulted on 22/03/2012

TRADE CHAKRA, http://www.tradechakra.com/events/paris-france/sandwich-and-snack-show-2010-2981.php, last consulted on 22/03/2012

TRADEFAIRDATES, http://www.tradefairdates.com/Salon-International-du-Monde-Musulman-M6665/Le-Bourget.html, last consulted on 22/03/2012

TRADESHOWZ, http://www.tradeshowz.net/trade-event-detail/sial-paris.html, last consulted on 22/03/2012

TRAVEL EUROPE, http://fiere.traveleurope.it/trade-show/intercool-dusseldorf.html, last consulted on 22/03/2012

U.S. DEPARTMENT OF STATE, http://www.state.gov/r/pa/ei/bgn/2874.htm, last consulted on 22/03/2012

Annexes
Interview with a person in the Muslim community
Short Interview on basic knowledge
“The following questions are answered in Dutch”

1.Do you know Halal-food?
Ik ben een moslim, dus ik weet wat Halal voedsel is.

2.In your opinion, where does Halal stands for?
Dat is een manier van slachten volgens de normen van moslims.

3.Would you pay more for Halal food?
Ja ik moet wel aangezien ik dat verplicht ben vanuit het geloof.

4.Do you know the way Halal-food is produced?
Ja het ritueel slachten volgens de moslim wijze.

5.Are you eating it on a regular basis?
Ja bijna dagelijks eet ik vlees, dus ook Halal.

6.Where do you get Halal food?
Je kunt het op verschillende plekken krijgen, namelijk bij de Sligro, groothandels en daarnaast gewoon bij de Turkse winkels.

Observations Anuga Food Tec, Cologne
Structured observation 1
Company information
Name of the company: Almac S.r.l.
Location of the company on the trade fair: A 59 / A 51

Stand information
Square meters: 10m x 10m = 100 m²

Head Open
The stand of Almac S.r.l. is a basic and open stand with not much decoration. The stand included several tables with some nutrition (snacks), three machines, television screens, private meeting rooms and information posters.

Staff
How many staff members are present?
What is their task?
There was one hostess and four salesman working on the stand. The task of the hostess was to serve the customers and salesman who were discussing business with each other. The salesman had different tasks, for example one salesman was discussing business and the other was explaining a customer about the machines.

Visitors
How many visitors are present?
What are they doing?
During our observation there were nine visitors present on the stand. Some of them were looking around and others were discussing with the salespeople.

Activities
What activities can be done on the stand? What can we see, taste, try?
Does the company participate in an activity on the trade fair? (show, life cooking etc.) (Outside the stand)
The focus of the stand was on the three machines they exposed. Near to the machines customers could get additional information about the machines. Further there was no show, life cooking or another activity to draw attention. The activities on the stand were very basic and low budget.

Stand design / Atmosphere
Geometric
Quietly

Style / logos / house style:
The style of the stand was basic, because there was not that much decoration, colors or design. The logo of the company is blue and white and was highlighted by bright lights.

Pictures of the stand

Structured observation 2
Company information
Name of the company: Poul Tarp A/S
Location of the company on the trade fair: D 79

Stand information
Square meters: 12m x 5m = 60m²

Row and open
The stand was wide as a row and open to enter for the public. There were two small areas where the customer could talk with the salesman. On the stand there was one machine where the focus was on.

Staff
How many staff members are present?
What is their task?
The stand was occupied by only one staff member. He did all the acquisition and all the other activities.

Visitors
How many visitors are present?
What are they doing?
There were two visitors present on the stand while we were observing the stand. They were having a look at the machine.

Activities
What activities can be done on the stand? What can we see, taste, try?
Does the company participate in an activity on the trade fair? (show, life cooking etc.) (Outside the stand)
The only activity that could be done by the stand was reading the information about the machines and discussing this with the person of the stand.

Stand design / Atmosphere
Natural
Quietly

Style, logos, house style:
On the stand there was a truss with banners with attractive pictures and information on it. Besides that it felt as if you were walking in a farm and that gave us a natural feeling.

Pictures of the stand

Structured observation 3
Company information
Name of the company: Alpma Alpenland Machinebau GmbH
Location of the company on the trade fair: B 71 / B 79

Stand information
Square meters: 15m x 20m = 300m²

Island and open
The island stand was situated in the center of the ground map and was open from each side. On the stand each part of the factory was shown by the specific machine, for example a machine for manufacturing, cutting and packaging. On the stand there was a special area where the salesmen could talk with their customers.

Staff
How many staff members are present?
What is their task?
During our observation there were 20 staff member present on the stand. The most of them were talking with customers and explaining them about the different machines. The rest of the staff was waiting for customers to come to the stand.

Visitors
How many visitors are present?
What are they doing?
There were 30 visitors on the stand while we were observing. From these visitors, 2/3 were being helped by the salesmen and the others were just looking around.

Activities
What activities can be done on the stand? What can we see, taste, try?
Does the company participate in an activity on the trade fair? (show, life cooking etc.) (Outside the stand)
On the stand the customers can see the different kinds of machines used for the production of cheese. Besides that there was also a table with all the different kinds of cheese the company produces. There was also a closed kitchen on the stand were the drinks and food were prepared.
Stand design / Atmosphere
Natural – geometric
Noisy

Style / Logos / House style:
The atmosphere of the stand is natural and geometric, because of the use of posters against the walls. On these posters you could see a beautiful landscape with cows on it. Besides that the logo of the company was grey, blue, white and cream. The stand was quiet noisy because of the amount of visitors, staff and machines.

Pictures of the stand

Structured observation 4
Company information
Name of the company: Aseptomag AG
Location of the company on the trade fair: C 91 / C 99

Stand information
Square meters: 8m x 18m = 144m²

Island and open
Aseptomag AG had a big island stand that was open from every side. On the stand there were a lot of machines on blocks with wood. Because of this they really took the attention. Besides that there was a U-shaped desk and an area to do business.

Staff
How many staff members are present?
What is their task?
On the stand there were four staff members who took care of the acquisition.

Visitors
How many visitors are present?
What are they doing?
During our observation there were four visitors. They were observing the machines and asking questions.

Activities
What activities can be done on the stand? What can we see, taste, try?
Does the company participate in an activity on the trade fair? (show, life cooking etc.) (Outside the stand)
On the stand the customers could observe and get information about the machines by brochures, movie and flyers. There was also information shown on glass panels and on the walls.

Stand design / Atmosphere
Natural
Quietly

Style, logos, house style:
The atmosphere of the stand was natural, because of the colors and the bright lights. The stand looked very professional and luxurious, because of the design.

Pictures of the stand

Structured observation 5
Company information:
Name of the company: Huhnseal AB
Location of the company on the trade fair: B 101

Stand information:
Square meters: 5m x 3m= 15m²

Row en Open
The stand is in the shape of and row and is open. As customer you can enter the stand and walk around. On the stand there was a round table where the staff could do business with the customers. Besides that the stand included a desk and two machines.

Additional information:
The location of the stand was not that good, because of the few visitors in the hall.

Staff
How many staff members are present?
What is their task?
On the stand there were two agents on the stand which had the task to help, explain and develop new contacts.

Visitors
How many visitors are present?
What are they doing?
During the our observation there were two clients present, who were interested in the machines.

Activities
What activities can be done on the stand? What can we see, taste, try?
Does the company participate in an activity on the trade fair? (show, life cooking etc.) (Outside the stand)
The activities that could be done on the stand was sitting and discussing with customers about business. There was no show, life cooking or something else.

Stand design / Atmosphere
Geometric
Quietly

Style / logos / house style:
The stand had no style and was very quietly. The house style was the same as the logo (blue – white).

Pictures of the stand

Interviews Anuga Food Tec, Cologne
Interview 1
Company information
Name of the company: Alpma
Name of the person interviewed: Sandra Keckeis
Profession of the person: Magistra

1. Trade Fair Goals
1.1 What are the goals you want to achieve by participating on this trade fair?
The goals of the firm are to maintain the existing customers and acquire new customers.

1.2 Which tools do you use in order to achieve these goals?
To achieve these goals the firm uses vouchers, flyers, teasers, posters.

1.3 Which target groups are you looking for?
They are only focus on cheese factories worldwide.

1.4 How did you inform your clients of your participation in this trade fair?
Before the trade fair the company sent vouchers and invitations with teasers.

1.5 What are the advantages of participating in a trade fair, compared with other communication media?
The biggest advantage is that on a trade fair you can talk face-to-face with the customer.

2. Trade fair preparations
2.1 Do you make a time table before the trade fair starts?
Each employee on the stand needed to do a training about the machines. There are no time tables made before, because it is very difficult to fore see that. For each employee there is a hotel fixed.

3. Trade fair choice
3.1 Which trade fair criteria did you use by choosing to participate in Anuga Food Tec?
The Anuga trade fair is the most important fair in the year, because of its visitors, exhibitors and good reputation.

3.2 What do you think is of importance by choosing the place of the stand of this trade fair?
The number of visitors that are passing by.

3.3 What do you think is important by choosing the equipment of the stand on this trade fair?
For the firm it is important to show the machines and especially the machines of every department. This has to be planned 6 months in advance.

4. Budgeting
4.1 How do you account or calculate the budget for this trade fair?
The budget for this year’s trade fair is the same as the last one. It is done based on experience.

4.2 Do you – in advance or afterwards – calculate the costs per hour, per staff member, per product, per square meter?
The company does not calculate the costs in advance but does this afterwards, because it is very difficult to estimate.

5. Activities before and after the trade fair
5.1 Did you plan PR activities in combination with the trade fair?
The PR activities for this trade fair were publishing information in magazines and advertisements about food.

5.2 Please inform us, how you organize the follow-up of the trade fair?
There are several forms on the tables which agents can fill in. These forms get copied and sent to the company.

5.3 Do you evaluate the results? If so, how?
Yes, this is done by visit reports.

6. What is your opinion in relation to the number of visitors, the reaction on the stand so far, the reactions on the products?
A good impression, because of the many visitors and the leads are increasing.

Business card:

Extra documents we received from the person we interviewed

Interview 2
Company information
Name of the company: HRS Heat Exchangers
Name of the person interviewed: Michael Adkins
Profession of the person: Technical Marketing

1. Trade Fair Goals
1.1 What are the goals you want to achieve by participating on this trade fair?
The company has a long background in food processing. At the moment HRS produces as well for different markets. The main goal for this trade fair is to gain more brand awareness and to gain more than 200 new contacts.

1.2 Which tools do you use in order to achieve these goals?
To achieve these tools, the company uses brochures and flyers.

1.3 Which target groups are you looking for?
Focused on everybody, there are no boundaries, because HRS delivers worldwide.

1.4 How did you inform your clients of your participation in this trade fair?
By sending invitations and free tickets for the most important clients. Besides that there were also information given on the website.

1.5 What are the advantages of participating in a trade fair, compared with other communication media?
The biggest advantage is that on a trade fair you can talk face-to-face with the customer. 90% of the marketing is by email or phone, a trade fair is a very good way to communicate direct with your customer.

2. Trade fair preparations
2.1 Do you make a time table before the trade fair starts?
The preparation started in September with booking a space for on the Anuga trade fair. This was actually too late, we should have been 2-3 months earlier. The next step was to find a builder to do everything.

3. Trade fair choice
3.1 Which trade fair criteria did you use by choosing to participate in Anuga Food Tec?
The Anuga trade fair is the most important fair in the year, because of its visitors, exhibitors and good reputation.

3.2 What do you think is of importance by choosing the place of the stand of this trade fair?
Visitors always turn to the right when they enter the building. Besides that it is better to be central and have more openings, so that you can be better viewed.

3.3 What do you think is important by choosing the equipment of the stand on this trade fair?
You have to make aure that you show the products that you mainly want to sell on the trade fair.

4. Budgeting
4.1 How do you account or calculate the budget for this trade fair?
Mostly it is done based on experience, because of that you roughly know everything.
Estimation before:
Floor: € 7000
Stand: € 5000 – 6000
Flight etc. € -
Total: € 30.000  goal 200 new contacts

4.2 Do you – in advance or afterwards – calculate the costs per hour, per staff member, per product, per square meter?
The cost of these things we know from the experiences we had on other trade fairs in the past.

5. Activities before and after the trade fair
5.1 Did you plan PR activities in combination with the trade fair?
The company hires his own PR company that does the marketing. Activities are releases in the press and magazines.

5.2 Please inform us, how you organize the follow-up of the trade fair?
There are different types of leads:
- Customers that want specific product  they will go to the engineer
- Customers want to buy something in the future but don’t know when
- Customers are just looking around and seem interested.

The firm keeps their business cards and uses the information on the cards to send them a customized letter with all the required information in one week.

5.3 Do you evaluate the results? If so, how?
Yes, this done by the manager.

6. What is your opinion in relation to the number of visitors, the reaction on the stand so far, the reactions on the products?
Very good, because there is a broad variety of food technology and it is very professional.

Business card:

Extra documents we received from the person we interviewed

Interview 3
Company information
Name of the company: Schwarte group
Name of the person interviewed: Rafal Szafraniec
Profession of the person: Plant Manager

1. Trade Fair Goals
1.1 What are the goals you want to achieve by participating on this trade fair?
Schwarte is the biggest company in this sector and the main goal on the trade fair is to show the two new products (V400 and the OSM). Besides that we are here to maintain our customers.

1.2 Which tools do you use in order to achieve these goals?
To achieve these goals the firm uses brochures and flyers.

1.3 Which target groups are you looking for?
Schwarte only focuses on the big companies that can buy and need big vertical tanks. The company is mainly focused on Europe.

1.4 How did you inform your clients of your participation in this trade fair?
Before the trade fair the company personally invited the most important customers and gave them free tickets. Besides that there is always permanent marketing available.

1.5 What are the advantages of participating in a trade fair, compared with other communication media?
The biggest advantage is that you get a closer contact with customers.

2. Trade fair preparations
2.1 Do you make a time table before the trade fair starts?
The team on the trade fair is supported by a training on the machines and selling. Besides that the hotel, food etc. is all organized by the company.

3. Trade fair choice
3.1 Which trade fair criteria did you use by choosing to participate in Anuga Food Tec?
The Anuga trade fair is the most important fair in the year, because of its visitors, exhibitors and good reputation.

3.2 What do you think is of importance by choosing the place of the stand of this trade fair?
It is very important for Schwarze to have a very big space in the center of the trade fair, so that all the customers know where the company is.

3.3 What do you think is important by choosing the equipment of the stand on this trade fair?
To show the products that are on production but also to show the new models and to start selling them.

4. Budgeting
4.1 How do you account or calculate the budget for this trade fair?
The person that we interviewed did not know this.

4.2 Do you – in advance or afterwards – calculate the costs per hour, per staff member, per product, per square meter?
The person that we interviewed did not know this ether.

5. Activities before and after the trade fair
5.1 Did you plan PR activities in combination with the trade fair?
The company does not use any PR activities, because the client already knows that they will be on the fair.

5.2 Please inform us, how you organize the follow-up of the trade fair?
The follow-up is arranged by creating rules on how to cooperate with the new customers. End of this week a quotation will be sent to the new customer by the company. Besides that the other leads will receive their requested information as soon as possible.

5.3 Do you evaluate the results? If so, how?
The board of the company evaluates the results.

6. What is your opinion in relation to the number of visitors, the reaction on the stand so far, the reactions on the products?
It is the first day, but so far good, because of the number of visitors.

Business card:

Interview 4
Company information
Name of the company: Graco S.A.S.
Name of the person interviewed: Robert Berdon
Profession of the person: Business Development Specialist

1. Trade Fair Goals
1.1 What are the goals you want to achieve by participating on this trade fair?
Graco S.A.S. has three main objectives for the Anuga trade fair. They want to enlarge their brand awareness, gain new customers and distributors. On the stand there were 6 salesmen and 2 waiters present to take care of the customers.

1.2 Which tools do you use in order to achieve these goals?
To achieve their goals, they use e-mails, direct contact with customers and the service of Anuga.

1.3 Which target groups are you looking for?
The targets are distributors and customers.

1.4 How did you inform your clients of your participation in this trade fair?
For this fair, the company did not really do anything specific.

1.5 What are the advantages of participating in a trade fair, compared with other communication media?
The main advantages are that Graco can show the machines and have face-to-face contact with the customer.

2. Trade fair preparations

2.1 Do you make a time table before the trade fair starts?
The person we interviewed had no information about this.

3. Trade fair choice
3.1 Which trade fair criteria did you use by choosing to participate in Anuga Food Tec?
The Anuga trade fair is the most important fair in the year, because of its visitors, exhibitors and good reputation.

3.2 What do you think is of importance by choosing the place of the stand of this trade fair?
The person we interviewed had no information about this.
3.3 What do you think is important by choosing the equipment of the stand on this trade fair?
Getting attention from customers by showing the machines of Graco

4. Budgeting
4.1 How do you account or calculate the budget for this trade fair?
The design and making of their stand was outsources to another company.

4.2 Do you – in advance or afterwards – calculate the costs per hour, per staff member, per product, per square meter?
The person we interviewed had no information about the financial aspect.

5. Activities before and after the trade fair

5.1 Did you plan PR activities in combination with the trade fair?
Yes, Graco mad a PR-plan to attract customers to the trade fair.

5.2 Please inform us, how you organize the follow-up of the trade fair?
For the follow-up, every visitor gets a brochure of the company and the filled in form will be digitalized by processing it in a database.

5.3 Do you evaluate the results? If so, how?
After every day there will be a conference to evaluate the results.

6. What is your opinion in relation to the number of visitors, the reaction on the stand so far, the reactions on the products?
Very good, because there are a lot of visitors and they are very spontaneous. Besides that the Anuga trade fair is very interesting because of the many different nationalities.

Business card:

Interview 5
Company information
Name of the company: Seepex
Name of the person interviewed: Bernd Wickermann
Profession of the person: Manager Branch Office West

1. Trade Fair Goals
1.1 What are the goals you want to achieve by participating on this trade fair?
First of all we want to keep up with our already exciting customers and also win over new potential customers and create new opportunities in the food market.

1.2 Which tools do you use in order to achieve these goals?
We use IT tools to achieve our goals as well as give away’s like key rings and brochures for the visitors of our stand. Also we show our products at the stand and we use equipment like a flat-screen. Last but not least we communicate with the visitors of our stand and provide them with information and our business cards.

1.3 Which target groups are you looking for?
Our target group is mainly the food sector.

1.4 How did you inform your clients of your participation in this trade fair?
We send out emails and personal invitations up front to inform out clients that we will be on the ANUGA trade fair. To important clients we send out free tickets for the exhibition.

1.5 What are the advantages of participating in a trade fair, compared with other communication media?
The personal contact with the potential prospects.

2. Trade fair preparations
2.1 Do you make a time table before the trade fair starts?
Up front and we decide who is taking part and presenting our organization at the fair. Our staff is trained already, so there are no trainings necessary. We have to book our hotel early up front though.

3. Trade fair choice
3.1 Which trade fair criteria did you use by choosing to participate in Anuga Food Tec?
We choose the Anuga trade fair because it is very close to our place of production.
3.2 What do you think is of importance by choosing the place of the stand of this trade fair?
The most important thing by picking out the spot for the stand is of course the walk-in customers.

3.3 What do you think is important by choosing the equipment of the stand on this trade fair?
The most important thing is to attract people to walk into our stand.

4. Budgeting
4.1 How do you account or calculate the budget for this trade fair?
Yes we do calculate the budget up front.

4.2 Do you – in advance or afterwards – calculate the costs per hour, per staff member, per product, per square meter?
Yes we do calculate the costs in advance. There are 4 staff members working at the trade fair and the stand is 40 sqm.

5. Activities before and after the trade fair
5.1 Did you plan PR activities in combination with the trade fair?
Yes we advertised our appearance at this trade fair in food magazines and newspapers.

5.2 Please inform us, how you organize the follow-up of the trade fair?
The person we interviewed had no idea how the follow-up was organized.

5.3 Do you evaluate the results? If so, how?
Yes of course we evaluate the results, but not just after the trade fair. We do it during the exhibition to guarantee a fast process.

6. What is your opinion in relation to the number of visitors, the reaction on the stand so far, the reactions on the products?
It is hard to give a outlook on the impressions, but we noticed that the fair is getting more international. Unfortunately we did not get any leads.

Business card:

Observations Ethnic Foods Europe, Brussels
Structured observation 1
Company information
Name of the company: Lais Belgium
Location of the company on the trade fair: A17

Stand information
Square meters: 2m x 5m = 10 m²

Corner Closed
The stand of Lais Belgium has a lot of furniture in it. Tables where they can show their products on, racks that showed how their products can look like in a shop, …

Staff
How many staff members are present?
What is their task?
There were 2 sales men present at the stand. They were sitting down at the tables waiting for people that tasted their products and asked for information.

Visitors
How many visitors are present?
What are they doing?
During our observation there were no visitors present on the stand.

Activities
What activities can be done on the stand? What can we see, taste, try?
Does the company participate in an activity on the trade fair? (show, life cooking etc.) (Outside the stand)
The focus of the stand was on the products they sold, who were Halal. Customers could get additional information about it and taste a few of them as well. The activities on the stand were very basic and low budget.

Stand design / Atmosphere
Eastern romantic
Noisy

Style / logos / house style:
The style of the stand was basic, with a lot of typical maroccan decoration.

Pictures of the stand

Structured observation 2
Company information
Name of the company: Mekkafood
Location of the company on the trade fair: C 29

Stand information
Square meters: 8m x 8m = 64 m²

Head Open
The stand of Mekkafood is very attractive. They have integrated a car in their stand. The rest of the stand contains 4 tables with chairs, where the sales managers can negotiate with the potential prospects.

Staff
How many staff members are present?
What is their task?
On the stand, there were 4 sales managers and 1 cook to prepare the food.

Visitors
How many visitors are present?
What are they doing?
While we observed the stand, there were 5 visitors for sales and 7 additional visitors that were tasting the products.

Activities
What activities can be done on the stand? What can we see, taste, try?
Does the company participate in an activity on the trade fair? (show, life cooking etc.) (Outside the stand)
The focus of the stand was on the Halal products. In the car they prepare the products so that all the visitors can taste it.
Stand design / Atmosphere
Natural
Noisily

Style / logos / house style:
The style of the stand was natural because they used a lot of green. This green comes back in the logo of Mekkafood.
Pictures of the stand

Structured observation 3
Company information
Name of the company: Steamlab
Location of the company on the trade fair: E39

Stand information
Square meters: 5m x 8m = 40 m²

Head Open
The stand of Steamlab is very open and attractive to walk in. They have a few high bar tables with chairs where the sales woman can negotiate with the clients.

Staff
How many staff members are present?
What is their task?
On the stand, there were 2 sales woman present. They had to give the visitors more information about the brand and the products they have.

Visitors
How many visitors are present?
What are they doing?
At the time we observed the stand, there were no visitors.

Activities
What activities can be done on the stand? What can we see, taste, try?
Does the company participate in an activity on the trade fair? (show, life cooking etc.) (Outside the stand)
On the stand there were no activities provided for the visitors.
Stand design / Atmosphere
Mix of geometric and nature
Quietly

Style / logos / house style:
The style of the stand was very modern. The colors that they used were white and green.

Pictures of the stand