Hanover Messe - An Industrial Technology Trade Fair*



Case Code : CLINDM011
Publication date : 2006
Subject : Industrial Marketing
Industry : Machinery
Teaching Note : Available
Length : 04 Pages
Price : Rs. 100

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Key words:

Hanover fair, Deutsche Messe AG, Trade shows, Industrial promotional activities, Cutting edge technologies, Corporate image, Subcontracting, Industrial automation, Electronic visitor information, system terminals, Suppliers, Customers, synergies, Product innovations, Industrial Software, Simulation, Manufacturing, World Bank, Capital Goods, Entrepreneurs, Internet, Industrial supply chain, Equipment.


* This caselet is intended for use only in class discussions.
** More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.


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The caselet discusses the importance and advantages of trade shows and fairs in industrial promotional activities with focus on Hanover Messe, one of the leading trade fairs for industrial technology. It emphasizes the need for organizers to effectively manage pre-show, at-show and post-show activities. The caselet focuses on the advantages of trade fairs as a promotional tool for industrial marketers. Finally, it also throws light on the problems faced by trade fairs as a promotional tool, despite the full-fledged efforts of the organizers.


  » The importance and advantages of trade shows and fairs in industrial promotional activities
  » The need for various promotional activities for participants and services to the visitors
  » Launching new product innovations and corporate image building through trade fairs
  » Reaching various target groups through trade fairs


Hanover Messe, is an annual trade fair held on the outskirts of Hanover, Germany. It is the world's leading showcase for industrial technology and has its origin from the Hanover fair since 1947.

The fair is organized by Deutsche Messe AG, the world's foremost trade fair company that has extensive expertise and experience in planning and executing around 50 trade fairs and exhibitions every year, involving 21,000 exhibitors from over 100 different countries...

Questions for Discussion:

1. Discuss the reasons for the success of Hanover Messe and its emergence as the world's biggest industrial technology trade fair.

2. “Fairs have to change, and I think people are looking for small, specialized fairs where they can find customers”. In this scenario, how can Hannover Messe maintain its position as the leading industrial technology trade fair in the world?

3. According to you, in the Internet era, is it imperative for industrial marketers to use trade shows as a sales promotional tool? Analyze.