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Name-Rachit Rathi Roll No. - PGFC1925: Background of The Project

This document summarizes a marketing project analyzing strategies of national and international exhibitors at a book fair in New Delhi. The project examined Himalaya Publication House, a major Indian publisher, and Tehran International, an Iranian publisher. Both companies sell books offline and online, but could improve their digital presence and expand geographically. The book fair was a valuable opportunity for exhibitors to promote their products and cultures to a wide audience.

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37 views

Name-Rachit Rathi Roll No. - PGFC1925: Background of The Project

This document summarizes a marketing project analyzing strategies of national and international exhibitors at a book fair in New Delhi. The project examined Himalaya Publication House, a major Indian publisher, and Tehran International, an Iranian publisher. Both companies sell books offline and online, but could improve their digital presence and expand geographically. The book fair was a valuable opportunity for exhibitors to promote their products and cultures to a wide audience.

Uploaded by

Rachit
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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Name- Rachit Rathi

Roll no. – PGFC1925

Business’s Social Media Communication Consulting Project

BACKGROUND OF THE PROJECT: This project is used to determine the marketing


strategies followed by the national and international exhibitors for selling their product or
service .This project also deals with the market research of different national and international
exhibitors and also to know the channels and promotion activities of the exhibitors along with
the pricing. In this project our group went to Pragati maidan, New Delhi to know the marketing
strategies, digital footprint, problems faced by exhibitors in selling their product or service and
how they allocate prices for different product or service and also how they differentiate their
product from competitor’s product.
SHOP DESCRIPTION AND PHYSICAL PRESENCE:

HIMALAYA PUBLICATION HOUSE (national exhibitor)

Himalaya publication house was founded by D.P panday and because of him Himalaya
publication is one the premier publisher in the domain of books. They publish books in various
categories like science, IT, economics, and mathematics and they even publish books for
various competitive exams like CAT, GATE etc. They sell their books offline through
distributors, retailers etc and also they even sell their books in book fairs. Books of Himalaya
publication is not only limited to India but also in different countries like bangaladesh, srilanka
Pakistan, Nepal, and UK etc.
TEHRAN INTERNATIONAL:

Tehran international is the publishing house of Iran which deals with the books of literature,
religious books, novels etc and they also sell books related to their culture. They sell their
books in Middle East countries as well as Asian countries and they sell their books offline
through retailers, distributors and through book fairs. During our visit to book fair they
displayed books of various famous authors.
DIGITAL FOOTPRINT:
Both national as well as international exhibitors are presented on different social media sites
like face book, LinkedIn, instagram etc. they also sell their books online on their own website.
Himalaya publication also sells their books through app for android as well as for ios. They
generate more revenue by selling their books online because they can reach to more number
of customers digitally. Since India is a youth country and internet penetration is more in India
so selling books online will always gives an edge to the company over other competitors.
Selling books online also reduces the effort of the consumer going to the market and
purchasing book it provides one stop shop platform. Online presence of the company can
target more customers and it also increases the geographical reach of the company.

PROBLEMS IDENTIFIED IN NATIONAL AND INTERNATIONAL EXIBITIOR:

The problem we have identified in national exhibitor is they don't have e- books facility even
though they sell their books through amazon, flipkart.Himalya publication house is not
promoting their products in rural areas so this decreases the geographical presence of the
company moreover the company is using only below the line promotion strategy which also
reduces the customer reach .

The main problem we have identified with the international exhibitor they have limited
product line and they also have low presence in Asian countries and their main focus is middle
east countries which again reduces the geographical presence of the company.

SUGGESTIONS FOR THE EXHIBITORS:

Our suggestion to the national exhibitor is that they could go into e-books and target more and
more customers as internet penetration is increasing day by day even in rural areas. They can
also launch campaigns and shows sponsored by them that will help in promoting their product
and enhance the image of their brand among the readers.

In case of our international exhibitor we would suggest them to increase their online presence
as it will help them capture online readers and also will act as a major push to the promotion
and sales of their books , with the help of this they can expand their readers to different
countries. They can also improve the way they interact with the visitors as they can be more
informative and provide more insights to their books. They could also change the cover of their
books because they have not used attractive book covers.

CONCLUSION:
As we know that India is a youth country and youth accounts for 34.33% of the Indian
population and books plays an important role In enhancing the skills of the youth and this visit
to the book fair gave one of the best experience to our group because not only we got the
chance to lot of national and international exhibitors but also got the chance to know their
marketing strategies. We got to know lot about different cultures of different nations and to
know more about our own publications and authors. Such as event was a confluence of
different publications around the world and also helped them in a way to promote their
product as it provided them a common platform to increase their readership and promote
their books, it also acts as push to increase their market size and readership. One can learn a
lot from such events as it depicts how diversified we are, which is not limited to only one
publication or author moreover books are the best friends of the humans it enhances the
creativity of a person and motivates a person to do good deeds in their life. The fair is also
considered as the best way when you must discover all the new publications and go through
hundreds of books to find your perfect one. Since it was the Asia’s largest book fair so it
increases the tourist arrivals in the country.

REFERENCES:

https://nbtindia.gov.in/newdelhiworldbookfair,

http://www.himpub.com/Default.aspx?
NB=eYZEwalLmkS3A6IE{PLUS}Av9ecNpPpy{PLUS}tdCAVnW9619IYmxZI
VDqrBIQEPlX4Ieh4ud8NWy{PLUS}Y5xwn/dYlAsjpuFlcUaqLzCtNOe0Hm
beoE/1rlfyAYINZmn2qoIu1/muTxWf

https://tibf.ir/en

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