Hong Kong International Jewellery Show 2013

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Topic:
Trade exhibition: Hong Kong International Jewellery Show 2013 Consumer fair Canon ImagineNation 2012

Background:
The Hong Kong International Jewellery Show 2013 held on 5-9th March. The organizer is Hong Kong Trade Development Council (HKTDC). HKTDC is a semi-governmental body which aims to create opportunities for Hong Kong companies and promote Hong Kong as a platform for doing business with China and throughout Asia. The Hong Kong International Jewellery Show is one of the events held by HKTDC to promote trade. It will be held once a year and it is the 30th edition in this year. The exhibitors and buyers are come from different countries all around the world. There are 3341 exhibitors with 28 halls are using for the exhibition. Appendix A

The Canon ImagineNation 2012 held on 30th November to 2nd December and the organizer is Canon Hong Kong Co., Ltd. (CHK). CHK is responsible for the sales, marketing and services for all Canon product lines in Hong Kong SAR, Macau SAR, Taiwan, the Philippines and Mongolia. The Canon InagineNation is one of the events for promoting their products. The show will be held every five years and the previous show is at 2007 which called Canon Expo 2007. The visitors are usually photography enthusiasts which are mainly from local. One hall is using in 3000 sq. m. for the show. Appendix B

The Hong Kong International Jewellery Show is the largest fine jewellery fair in the world which showcases different jewellery related products from different companies while The Canon ImagineNation is only for displaying and promoting Canon’s own products. The participants of the Hong Kong International Jewellery Show are multi-national while the Canon ImagineNation is local.

Marketing and Promotion
The marketing mix includes product, place, price and promotion. Under promotion, it has an integrated marking communication which includes advertising, direct sales, sales promotion, personal selling, and public relation and...
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