2. Event Performance Overview – COMMERCIAL PERFOMANCE
Industry crisis in Kazakhstan: a lack of new oil fields
and projects and the delay of the Kashagan oil field
Low oil price
Competitors
Currency devaluation in Kazakhstan

3. Event Performance Overview
The graphs display the number of visitors for each year
Despite the 20% increase in advertising budget in 2015 and the expanded advertising campaign in the regions, there were fewer visitors from the regions due to the crisis and the decrease in companies’ spending budgets

4. Event Performance Overview
87% visitors are from Kazakhstan. 5% are from Russia. In total, visitors from 44 countries attended the exhibition.
Most of the oil companies moved to Astana, Atyrau, Aktau

5. Event Performance Overview – FINANCIAL PERFOMANCE
Reduction in the AVERAGE PRICE in 2015 is due to the devaluation of the tenge and the rouble
ITE Moscow sales – 20%
ITECA sales – 26%

6. Event Performance Overview – FINANCIAL PERFOMANCE
KIOGE Analysis
KIOGE 2012
KIOGE 2013 %%
KIOGE 2014
KIOGE 2015
Clients qty
SQM
Revenue (GBP)
London 73
1478
£ ,00 60
1449
£ ,00
-3%
1327
£ ,00
-18% 46
1022
£ ,00
-19%
ITE GULF 6
136
£ ,00 4 66
£ ,00
-48% 36
£ ,00
-42% 2
43,25
£ ,00
30%
ITE TURKEY 3 53
£ ,00 25
£ ,00
-54%
42,5
£ ,00
91% 55
£ ,00
26%
ITECA
110
2788,2
£ ,00
119
2931,25
£ ,00 2%
2662
£ ,00
-13% 84
2293,25
£ ,00
-35%
ITE CHINA 38
518
£ ,00
491
£ ,00 8%
539,5
£ ,74
12%
580
£ ,00 5%
POLAND 26
£ ,00 27
£ ,00
28% 10
£ ,65
-65% 1
10,5
£ ,00
-2%
GIMA 19
585,5
£ ,00 32
577
£ ,00
527,5
£ ,16 30
530,25
£ ,00
-5%
MOSCOW
130
2595
£ ,00
115
2402
£ ,00
-4%
1674
£ ,00
-40% 70
1405
£ ,00
-34%
Total per event
381
8179,7
£ ,00
372
7968,25
£ ,00
6818,5
£ ,55
-21%
272
5939,25
£ ,00
-23%
from GP data
£ ,00
£ ,00
£ ,00
£ ,00

7. Event Performance Overview – VISITOR & EXHIBITOR SATISFACTION
Visitor Satisfaction 2015: 56% (very satisfied,
fairly satisfied)
Average value = 3,55
Visitor NPS in 2015 was 9%, i.e. Promoters satisfied with the exhibition are prevalent among visitors.
Visitor recommendation score 2015: 40% (Promoters share)
Exhibitor NPS in 2015 was -21%, i.e. Critics unsatisfied with the exhibition are prevalent among exhibitors. Exhibitor recommendation score 2015: 25% (Promoters share)
Number of visitors interviewed: 465
Number of exhibitors interviewed: 237
Exhibitor Satisfaction 2015:
48% (very satisfied,
fairly satisfied)
Average value = 3,42
Visitor likelihood to attend
answer options: YES
2015 answer options : LIKELY TO ATTEND, DEFINITELY ATTENDING
Exhibitor likelihood to exhibit
answer options: YES
2015 answer options : LIKELY TO EXHIBIT, DEFINITELY EXHIBITING, HAVE ALREADY BOOKED

8. Event Performance Overview – NPS Comments
Dmitry Dybov, Teplotekhnics 2, score 7: “Personal contacts with partners and suppliers, able to get answers to any point of interest in the professional sphere”
Annett Olschewski, Taroloff gmbh, score 7: “Due to the current economic situation, low oil price, and unfavorable tenge-euro exchange rate.”
Gulia Akhmetova, Y.Long, score 6: “I liked everything. Everything is good.”
Konya Tunde, HAFI Engineering & Consulting GmbH, score 8: “It’s a key event in Kazakhstan for suppliers and customers operating in the oil and gas sector”
Kornelia Petri, Stauff, score 7: “It’s a good exhibition for the oil and gas industry.”
Aleksandr Zakharov, F.A.S.T Group Professional Safety Systems, score 5: “The exhibition requires major investments and it is not always possible to make back expenses.”
LLC TC KOMMASH-GRAZ З, score 7: “One of the few significant specialised exhibitions in Kazakhstan.”
Vadim Shapovalenko, LLP SPE Gamma, score 2: “fewer and fewer visitors with each year.”
Stuzhuk Tatyana, Lapp Kazakhstan, score 5: “It’s an image-building exhibition.”
Zarina Zakirova, Borkit Oiltech, score 7: “Exhibiting is beneficial for companies seeking to maintain contacts and establish new lines of communication with clients and partners in the oil and gas sector, as well as to show to the market that the company remains afloat. But unfortunately, in view of recent economic events, we need to identify to what extent the expenditures can justify exhibiting. Therefore, it is unreasonable to definitely recommend exhibiting considering external factors only.”
Ralf Deichelmann, Bauer Kompressoren, score 3: “The exhibition’s potential has not been realised by organisers or contractors.”
The largest share of exhibitors marked the low scores in scale because they do not understand the issue.
In spite of a lot of exhibitors liked the event, marked scores of 7-8 "Passive“.

9. Event Performance Overview – SECTORS OVERVIEW- EXHIBITORS

10. Event Performance Overview – SECTORS OVERVIEW -EXHIBITORS

11. Event Performance Overview
Exhibitor Status (Satisfaction vs. Loyalty)
The largest share of “Loyalists” are permanent exhibitors of KIOGE. They noted that KIOGE is key and the most professional event in oil & gas industry.
SATISFACTION
2015
Loyalist 80%
Mercenary 2%
Hostage
12%
Defector 3%
Apostle 1%
There are only 2 companies which participated at the first time and they are sector-specific field of activity
About 80% of “Hostages” are permanent exhibitors and most of them noted about small quantity of visitors
Terrorist 2%
There are only 2 companies. All “Terrorists” are participants of “Processing Equipment and Automation” section and presented by one brand.

12. Event Performance Overview
Visitor Status (Satisfaction vs. Loyalty)
SATISFACTION
2015
Loyalist 66%
Mercenary 0%
Hostage
14%
Defector 2%
Apostle
17%
Most of “Hostages” are not satisfied with exhibitors quantity and quality
Terrorist 1%
The largest share of “Terrorists” is not target audience of KIOGE (Media partners, Consulting and other not professional visitors)
Commentary:
The largest share of visitors are “Loyalists” (66%) and “Apostles” (17%). Which are very satisfied and will definitely visit event next year.

13. Event Performance Overview
Positive feedback from exhibitors
“Our main aim is to establish relations between Kazakh and Austrian companies. We take part in this event every year. This year, 11 Austrian companies operating in the global market are presenting different oil and gas industry technologies on our joint stand. We appreciate the organisation of the exhibition. KIOGE is an excellent platform for developing companies and making new contacts. We are therefore pleased and happy to participate in this event. Thanks again to the organisers for everything. Also it should be noted that we received the prize for the most innovative stand.”
Zauresh Aytenova
Construction Manager, Oil and Gas Projects, Advantage Austria
“I believe that the exhibition is held at a high level. I would like to thank your company for annually organising the event. Our stand is always on the best spot in the centre of the room. As to the level of organisation we enjoyed everything. The exhibition was very lively and interesting. There were many visitors, both local and foreign. We were approached by representatives from different companies, we could share knowledge and experience. It is important to make contacts. The exhibition helps in making business relationships for developing the oil industry. Exhibiting is very important for us. Thank you for such an exhibition. Iteca are real professionals.”
Batanov Daurenbek
Adviser to the First Deputy Chair of the Board, KazMunayGas JSC NC
“We are an organisation introducing new technologies for geology, mining, processing and selling oil and petroleum products. This isn’t the first time we have exhibited here and we like everything. We want to thank the organisers, the negotiations have not ended here. There is great interest in our technology. I think next year we will come here again. We wish there were more visitors, professionals, as it is a multidisciplinary exhibition.”
Kalachev Ivan Fedorovich
Principal Deputy Director of Research and Production Services, doctor of technical sciences, professor, TATNEFT
“We are an engineering company producing oil and gas equipment at international standards. We have exhibited for more than 20 years. We believe that this is the leading exhibition for consumers and producers. The exhibition provides the opportunity to directly discuss issues, to present our innovations and updates to visitors. Perhaps this is the biggest exhibition in Central Asia.”
Beklemishev Alexey Pavlovich
Commercial Director, BELKAMIT
Positive feedback from visitors
Tazhibayev Maksat, KazNIPImunaygas
“I like to visit KIOGE. At this point, you are in the midst of all the latest developments in our sector: oil and gas. This kind of exhibition is very helpful. We meet other large companies and potential partners. Thank you for this opportunity.”
Ardak Amangeldievich Doskhozhaev, Technical Director, Astana Oil Company
“We always try not to miss KazEnergy and KIOGE. Like last year, everything was very well organised. I’ve seen old partners and new companies here. We can always get useful information here.”
Murash Aliyev, Kazgermunay
“We are one of the largest oil companies in Kazakhstan, so we are sure to visit KIOGE. We are always satisfied with how the exhibition is run. Good attendance, interesting companies with whom we can collaborate. Such exhibitions will always be relevant.”

14. Event Performance Overview
Negative feedback from exhibitors
Negative feedback from visitors
“We work in engineering and production of oil and gas equipment. I am not sure as to how many years we have been involved in your exhibition, we are regular exhibitors. So I will say that compared to previous exhibitions, this year's exhibition reduced in size: fewer stands and the technical programme was not as attractive. As to the level of organisation - you've been great!”
Olga Shokurova
Head of Sales Support, OZNA
“This is our third time exhibiting, and with each year we are seeing a drop in visitor numbers. This year, we had an incident when dismantling the stand so we weren’t completely satisfied. I’d give it a solid 8. Our main aim was to find new clients and maintain relationships with companies. Basically the same as everyone. We are planning to exhibit next year.”
Nikita Vladimirovich Durnev
Head of Service, Privody АUМА
“Our company has been on the market for more than 10 years and this is not our first time exhibiting at this event. Market fluctuations, the situation with a floating rate of tenge- all this affects the activity of the sector in general and at the exhibition in particular. Some companies that we used to see here were absent for one reason or another. In general, we are satisfied, despite the low number of visitors.”
Amir Alpiev
Business Development Manager, TENARIS
The number of participants at the exhibition is extremely low comparing to previous years, probably because of the difficult situation in the world
A small number of the exhibition participants
Quantitative and qualitative composition of the participants
There are few service (in the area of data interpretation and oil and gas exploration) companies, few exploration companies
Quite small number of participants, there is a swarm of Chinese companies with which nobody wants to have business
There was a lack of exhibition catalogues!
Few additional events. Beside conference in Intercontinental they could have organized mini sessions, panels at the exhibition itself for a wider range of visitors at no extra fee
Practically, absence of domestic companies producing oil and gas products
'Navigation' system at the exhibition. It is hard to navigate in the variety of stands. Perhaps, it is worth making more detailed pointers at the entrances and exits of pavilions
There are few technological processes in visual form (layouts, operating samples, etc.), real machines and equipment were not represented (near showrooms) - drilling machinery, etc.

15. Event Performance Overview
Summary of qualitative customer insight
Key Issues and Needs
Commentary
Low number of visitors - poor quality
The event is losing its value and functionality because of the following reasons: key companies do not participate and also general economic situation in the sector
High price – low return on investment
During the crisis companies are taking a more detailed and close approach to budgetary issues and are keeping a closer eye on the cost of exhibiting. Now that we have conditions of a LOW RETURN ON INVESTMENTS, companies have more reason to see a poor price-quality ratio. This is also considered as a reduction in the efficiency of exhibiting. From our side we need measures to freeze the prices.
Internet: poor quality, poor signal
Technical conditions of the site. Additional options are being tested
Venue: security, paid entrance, condition of the toilets, etc.
Agreement with the ATAKENT owner
Few exhibitors - neither big oil companies nor Kazakh enterprises
Co-hosting KAZENERGY Forum with KIOGE. Other competitors events
Navigation system at the exhibition (signs, no catalogues, guides)
Will be implemented starting next year
Only a few additional events (seminars), new technologies
The revised format of the conference includes a revised exhibition business programme. Attracting relevant institutes and departments for increasing industry professionals’ qualifications. Foreign (possibly for a fee) speakers with technological innovations. Master classes. Representatives of government bodies and institutes that introduce business to Kazakhstan.
Exhibitor
Visitor

16. P E S T PEST ANALYSIS www.kioge.kz POLITICAL ECONOMIC SOCIAL
OPEC policy in oil and gas production area
Membership in WTO and the EAEC
Change in the global situation in oil and gas markets, including CIS countries
Change in policy of the national currency
EXPO 2017
OPEC policy for oil production, thus leading to a decrease in the price per barrel of oil has a negative impact on the volume of revenue and profit of companies in the oil and gas industry. This could affect participation in the exhibition
Membership in WTO and the EAEC brings many factors on the economy as a whole. Most of the factors are positive, such as the increase of foreign organisations and increase of investments, improvement of the export capacity of Kazakhstan companies. But it should be noted that competition is increasing and this may affect the participation of Kazakh companies in the exhibition
Change of the global situation in the oil and gas markets, including the policy of OPEC countries, also one should mention industry-wide decline in the yield of neighbouring countries, due to sanctions and a change in cooperation in the oil and gas industry with the world market
Switch to the "floating" exchange rate also has a strong influence, mainly in the rise in cost of imported goods (raw materials, components) and reduction of the price of oil on the market, this factor may also affect the reduction in the number of exhibitors. Among the positive factors we should mention the improvement of export capacity for oil and gas and refined products, improvement of the investment climate, hence, an increase in new players in the industry
The organisation of EXPO a promising trend - the creation of the exhibition in Astana. Negative factor could be the strengthening of competitive events by attracting more exhibitors P E S T
Oil and gas industry makes almost half (45%) of the volume of industrial production in Kazakhstan, therefore, a decrease in revenues of the industry could negatively affect the income of the population and change consumption patterns
According to the Minister of Energy of the Republic of Kazakhstan, due to the crisis in the industry, a fall in jobs and salaries by 31% are expected
As the oil and gas industry is a major sector of the global economy, there is a trend - increase in the number of new technologies used in the industry. Key features for the exhibition are increase in the number of innovative exhibits in the field of ecology and energy in the oil and gas industry
“The era of cheap, easy oil is over”
70% of Kazakhstan’s deposits are in the later stages of production and remaining reserves are classified as hard to recover. The average rate of extraction of oil in Kazakhstan in 30-35%
SOCIAL
TECHNOLOGICAL

17. S W O T SWOT ANALYSIS SWOT ANALYSIS www.kioge.kz STRENGTH WEAKNESS
Unique size of venue
An “independent space” politically and geographically
Extensive geography of participants
Established brand
Opportunities for exhibitors and visitors to expand business contacts
Every year all industry players, either as exhibitors or as visitors participate in the exhibition
The exhibition covers all sectors of the oil and gas industry
Large database covering the entire industry
Annual Support: Ministry of Energy, KazMunayGas JSC
Participation of one of the main operators TengizChevroOil
Both exhibition and conference in the same place – theory and practice at the same time
High fee and prices for participation
Lack of key companies
Official support from government bodies
The technical component and terms of the venue
The presence of a strong competitor, providing a necessary partnership for us at KIOGE (KAZENERGY)
SWOT ANALYSIS
STRENGTH
WEAKNESS S W O T
KIOGE’s constant reduction in political power
The threat of a reduction in exhibitors and visitors at KIOGE
The threat from the main competitor, the absence of key players at the exhibition - silent competition and the "cold war" with KAZENERGY Association
The threat to developing new sectors at KIOGE with the possible appearance on the market of "COATINGS" organised by DMG Events
The threat of lowering the quality of KIOGE’s content - lack of proper content. The lack of foreign participation.
EXPO 2017 – the exhibition space allows competitors to bring together a larger number of exhibitors
EXPO 2017 is an opportunity to create the KIOGE Astana project
Strengthen KIOGE’s position with state institutions: Ministry of Energy of the Republic of Kazakhstan, KazMunayGas, KAZENERGY Association
The format of both the exhibition and conference
The introduction of separate sections: coating, welding
Increased number of foreign exhibitors and visitors
The increase of national groups
Improved service:
- Delegations
- Revision of the fields of production - a large number of responses in the "OTHER" folder
THREAT
OPPORTUNITY

18. Health of geographic market Health of industry trading trends
Event Performance Overview
Summary health evaluation / Key issues & opportunities to address
Key issues
Overall
Commentary
assessment
Health of geographic market
In comparison with the same period in 2014(January-June), there has been a general decline in industrial production (-26%), oil and gas production has declined (-43%) and almost half of the production of refined petroleum products has also declined by -18%. This can be explained by general global economic trends, in particular, by the increase in oil production by OPEC countries, and thus a steady decline in the price of oil locally. Probably the situation in the industry is also due to the change in monetary policy in Kazakhstan as of 20 August the transition to a floating exchange rate.
Health of industry trading trends
Overall, the oil and gas industry is one of the largest sectors in Kazakhstan, as it has a share (in terms of oil and gas and refined petroleum products production) by almost half (see above) of the total industrial production from January - June 2015 and the 25% share of Kazakhstan’s GDP in 2014.
There was also a decrease in production volumes and production in value terms from January - June 2015 compared with the same period in Oil production in monetary terms is down by almost half (43%), and refined petroleum products' production declined -18%.
Competitor position
Currently, there is a large number of events devoted to oil and gas in Kazakhstan. Some of them are organised as one off event, others with the support of key players in the market and the state, are held annually. In slide 15 we identified the best events that pose a real threat to the KIOGE conference. Undoubtedly, the strongest event is the annual KAZENERGY Forum, which has very strong political support, as well as the annual conference of the SPE- plus of this conference for KIOGE is the fact that every year it takes place in different countries (2014 Astana, 2015 Baku).
SWOT ANALYSIS
Positive
Neutral
Negative

19. Relationship with key clients
Event Performance Overview
Summary health evaluation / Key issues & opportunities to address
Key issues
Overall
Commentary
assessment
Relationship with key clients
KIOGE gets annual support from key industry structures: the Ministry of Energy of Kazakhstan, and KazMunayGas JSC. We maintain close contact with representatives of these structures. In 2008 all the key operators in Kazakhstan left the exhibition. Since then, we’ve managed to bring back the main operator Tengizchevroil and KPO partially.
Key companies’ position towards ITECA has changed for the worse when the competitor KAZENERGY Forum began. We are in touch with these companies, and even organised special events for some of the operators, but in relation to KIOGE, the position of the companies is clearly negative. Thus the presence of the operators at the exhibition is the main strategic goal.
We are preparing participation options for KIOGE for relevant visitors, delegations and working groups.
Venue
Today ATAKENT is the only platform that despite the downward trend in the exhibition, has the ability to host all KIOGE exhibitors. There are no other places of the same quality in Almaty and Astana that could be offered for the exhibition. And yet the conditions of the pavilions are not suitable. From the very beginning KIOGE has had friendly relations with the management of ATAKENT.
The situation could change in 2017 with the emergence of the EXPO site in Astana. The main competitor - KAZENERGY Forum - will have a real opportunity to bring a large-scale exhibition to the Forum, taking into account also its strong administrative resource.
Content development
Conference Offer for splitting the exhibitors and visitors into round table groups covering topical anti crisis issues: local content, services in oil and gas sector, drilling, HR, safety.
Exhibition Since there is a chance of moving the conference closer to the exhibition there is a need to strengthen the relationship between the conference and exhibition ‘theory and practice’. On the agenda of the exhibition are practical master classes following up the speeches at the conference. To focus on attracting companies with positive dynamics in the sector including oil and gas equipment, service companies, geology, also sectors, which in the long run should become separate projects: welding, anti-corrosion coatings
SWOT ANALYSIS
Positive
Neutral
Negative

20. Event Performance Overview
Competitor Sector Mapping
KIOGE Conference
Kazakh content
Services
Geologic exploration
Field development
Drilling
Investments
Staff for oil and gas sector
X KAZENERGY Eurasian Forum
SPE Annual Caspian Technical Conference and Exhibition
1st Kazakh Drilling Round Table
Aktau Declaration: Synergy and localisation Forum
Atyraugeo Conference
Weak/Nonexistent
Medium
Strong
New Development
SWOT ANALYSIS

21. Event Performance Overview
Competitor Sector Mapping
KIOGE Exhibition
Oil and gas equipment
Services
Geologic exploration
Field development
Drilling IT
Welding and welding equipment. Anticorrosion coating and tools
X KAZENERGY Eurasian Forum
SPE Annual Caspian Technical Conference and Exhibition
1st Kazakh Drilling Round Table
Aktau Declaration: Synergy and localisation Forum
Atyraugeo Conference
Central Asia Coating Show
Weak/Nonexistent
Medium
Strong
New Development
SWOT ANALYSIS

22. Event Performance Overview
Competitor Threat Assessment
Event
Overall Threat
Date
Delegates/Companies
Sponsors
Speakers
Cost per delegate
Place
Organisers
Commentary
KIOGE Conference
7-8 October 2015
336 Delegates 11 40
1300$
Almaty, InterContinental Hotel
Iteca, ITE
X KAZENERGY Eurasian Forum
29-1 October 2015
3120 delegates 21 81
2015$
Astana, Independence Palace
KAZENERGY Association
KIOGE’s strongest competitor. The event is supported by the state and key figures in oil and gas industry
SPE Annual Caspian Technical Conference and Exhibition
4-6 November 2015 8
990$
Baku, Fairmont Baku
Society of Petroleum Engineers
Annual Caspian technical conference SPE has strong support from the government and key market players and service companies
Atyraugeo Conference
26-27 May 2015
184 delegates 6 42
135$ for members, 460$ KZT for other companies
Kazakhstan Association of Petroleum Geologists
Narrow specialisation relating to geology only, held once every 2 years, next to be held in 2017
1st Kazakh Drilling Round Table
17th September 2015
188 10
1080$
Astana, Rixos Hotel
KazmunaiGas, TMG Events
Round table held with KazMunaygas as a main sponsor
Aktau Declaration: Synergy and localisation Forum
6 October 2015
70 local companies/more than 30 foreign companies 4 24
free of charge
Almaty, Rixos Hotel
TCO, NCOC, KMG,KPO
One off event, held with the support of KazMunaygas and KAZENERGY
SWOT ANALYSIS
High
Medium
Low

23. Show Position on the Energy Value Chain
RENEWABLES
Coal
Gas
Oil
Solar
Wind
Hydro
Bioenergy
Transport
Residential
Industrial
Gas Storage
Power Generation
Electric Storage
Smart Electric Grid
Smart Gas Grid PV
CSP
POWER
OIL & GAS
Upstream
Midstream
Downstream
KIOGE
LOGISTICS/INFRASTRUCTURE 23
Source: SBC Energy Institure

24. National Oil and Gas Companies
Show Position on the Value Chain
KIOGE spread across the supply chain
SWOT ANALYSIS
KIOGE visitors
National Oil and Gas Companies
Key operators
Dealers
Oil and gas processing
Related services, materials and equipment: IT, welding equipment, pipes etc
Oil and gas services
KIOGE
Exhibitors
Distributors
Intermediaries
Transport and logistics
Equipment and materials

25. KIOGE – Strategy Summary National Oil and Gas Companies
Show Position on the Value Chain
KIOGE – Strategy Summary
Strategy
KIOGE
Positioning & Relationships
Position alongside KAZENERGY in Astana from 2017
Broaden profile to wider energy mix – KAZENERGY exhibition
Strengthen relationships with Ministry and key local associations
Focus on delivery of technical content alongside KAZENERGY forum
Audience & exhibitor development
Audience targeting & segmentation
Matchmaking / 121 meetings
Operator showcases – bringing back the key names
VIP delegations – regional key players
Improve service & quality
Event navigation – integrating technology
Venue developments
SWOT ANALYSIS
National Oil and Gas Companies
Key operators
Dealers
Oil and gas processing
Related services, materials and equipment: IT, welding equipment, pipes etc
Oil and gas services
Distributors
Intermediaries
Transport and logistics
Equipment and materials

26. Where to Play: Attendees Initiatives Structured Around attendee Growth
Segmented Telemarketing
Segmented Post and mail campaigns
Organization of VIP delegations
Placing banners and news update on the industrial and news sites as well as sites of Associations
Distributing invitations at big companies of Kazakhstan, the Ministries, Associations, Akimats
Outdoor advertising in Atyrau, Aktau, Astana
Face to face visits with key clients (regions offices)
How much to increase (specialists)
Atyrau region +100
Mangystau region +60
West Kazakhstan region +40
Aktobe region +30
Kyzylorda region +20
Astana city +50
Relevant Geographic Segments
SWOT ANALYSIS
How much to increase (specialists)
Azerbaijan + 20
Uzbekistan + 10
Kyrgyzstan + 15
Russia +50
Updating database
Organization of VIP delegations from key companies
More closer work with offices Azerbaijan, Uzbekistan, Kyrgyzstan, Russia
Cross promotion oil gas events
Which Visitor Group to Target? +5%
Oil companies
Refining, petrochemical and gas plants
Oil and gas service companies
Design and construction of oil and gas facilities
To identify current needs of the participants as to the production and commercial processes (visitor profile)
Updating database
Telemarketing
Organization of specialized delegations from key companies
Relevant Segments by Job Function
Oilfield equipment
Machine building & Automation
Power & Electrical Equipment & Services
Transport and Logistics
Updating database
Telemarketing
Mail campaign
Ministry (VIP, specialists), Akimats, Associations
Mutually beneficial cooperation

27. How To Win – New Value Proposition
New Value Proposition for Visitors: KIOGE attracts decision makers from all the major oil and gas regions including the Atyrau and Mangystau.
New Value Proposition for Exhibitors: Kazakhstan will become a strategically important hub for the transit of natural resources from China to the West.
SWOT ANALYSIS
Commentary….
Old Value Propositions
KIOGE has been Central Asia’s most important business meeting place for the oil and gas sector for over 20 years. It is the place to display and discover new technologies, meet the industry’s most influential players, demonstrate a commitment to the market, learn about the developments affecting the industry in the region and strengthen business partnerships.

28. Sequencing over Three Year Planning Horizon
Sequencing of How to Win Actions
Sequencing over Three Year Planning Horizon
Action Plan
2016
2017
2018 H1 H2
Format of the exhibition and conference
The exhibition lasts 3 days
Event rebranding
Changing the format of the conference. Highlight the current sectors relevant during the crisis and organise the work of the conference at round tables. To provide any visitor with the opportunity to attend particular events on topics of interest to them. In accordance with the new format of the conference to change the format of the exhibition’s business programme to make the exhibition a platform for practice
Keeping regular clients
Attracting new companies to relevant sectors during the crisis
Delegations from key industry companies
Optimising the exhibition venue – moving from pavilion 11 to 9C
2. Interaction with government agencies and key industry companies
Checking on official support options: Ministry of Energy of Kazakhstan, KazMunayGas JSC, KAZENERGY Association, other professional associations and industry structures
Direct meetings with the representatives of KazMunaygas JSC
International projects (KazMunaygas JSC and the Ministry)
NATIONAL GROUPS (collaboration with the Ministry)
Interaction with KAZENERGY Association on partnership opportunities during EXPO 2017
The campaign for re-establishing cooperation on a commercial basis with key companies – industry players
SWOT ANALYSIS

29. How To Win Initiatives – STRATEGIC GOALS
GOAL: strategic agreements with the government and key industry companies and associations
Key Initiative / Sub-Components for this action
Potential benefit / cost saving
Priority
Level
Planned activities
Timing
Investment required
(one-off & recurring costs, total and incremental, by year)
Negotiations with KAZENERGY Association as to the possible partnership after the year 2017
Key companies at KIOGE
Orders to organize other industrial events
Launch the project KIOGE Astana
High
To discuss all opportunities for communications within the frameworks of KE Forum 2016
NOW
Business trip costs £
To increase and make more functional support from the Ministry of Energy, JSC KazMunayGas
Collaboration in the aspects of attracting the NECESSARY technologies, important for the industry
Collaboration in the matter of attracting national groups in accordance with the current political needs of the industry
Regular meetings with national companies and Ministries’ representatives. Business trips of the employees
Communication between the partnering offices
Communication between the conference and exhibition team
March 2016
Business trip costs £
To increase participation and support from the key industry associations KazService, KONG, KAZWELD
Active work on attracting members of these organizations
Additional opportunities of promoting the activities of the associations
Special discounts for the members
April 2016
Providing free sites at the exhibition – 6 booths /9 sqm £
SWOT ANALYSIS

30. How To Win Initiatives – STRATEGIC GOALS
2. GOAL: improve service
Key Initiative / Sub-Components for this action
Potential benefit / cost saving
Priority
Level
Planned activities
Timing
Investment required
(one-off & recurring costs, total and incremental, by year)
To improve exhibition navigation systems:
- Interactive navigation desks
KIOGE Mob APP
- Electronic virtual catalogue
Exhibition Guide (rus/eng)
Stand markers: LOOKING FOR DISTRIBUTION, MADE IN KAZAKHSTAN, etc
SHUTTLE BUSES navigations in hotels
High
To offer more promo and advertising opportunities to the companies
To improve the navigation systems and make the companies more recognisable
January - October 2016 £
SEMINARS AREA (open space) + high level technical equipment
To attract more specialists like a visitors
8000 £
WI- FI –Internet in Pavilions
To improve the exhibitors and visitors satisfaction
To improve the technical conditions of the INTERNET
6000 £
ATAKENT venue conditions:
- There are no opportunities to place the advert at the ATAKENT territory because of absence the permission documents from the owner and city administration;
lack of repair in the halls for a long time;
the poor quality of the floor covering;
out of date furniture;
lack of ventilation and heating in the halls;
poor conditions of the toilets;
poor conditions of the catering;
poor conditions of cleaning and security in pavilions
To create a "complaints and grievances" list and conduct negotiations with Atakent regarding Venue refreshment 
January 2016
To be discussed
SWOT ANALYSIS

31. How To Win Initiatives – STRATEGIC GOALS
3. GOAL: participants and visitors – quality and quantity
Key Initiative / Sub-Components for this action
Potential benefit / cost saving
Priority
level
Planned activities
Timing
Investment required
(one-off & recurring costs, total and incremental, by year) (€K)
Retain the loyal clients – 38% from the total number of participants
High
Additional advertising options (presented on the next slide)
Direct meetings and profile delegations (presented on the next slide)
Direct meeting in Regions with the key operators and regional administration with assistance of our regional offices in Atyrau, Aktau and Astana. (to be discussed with Yuri, Dan the possibility of Increasing Representative Costs)
Paid Conference Speakers (to be discussed with Yuri, Dan)
Paid Seminars on hot topics at the exhibition (to be discussed with Yuri, Dan)
Now
7 900 £ min
Attracting new companies – 28% from the total number of the participants
Developing new and strengthening the existing sections actual during crisis (presented on the next slide)
Unified policy and campaign on promoting new sections
Paid participation and attendance of the competitive events. Business trips
4200£
SWOT ANALYSIS

32. Potential benefit / cost saving
How To Win Initiatives – STRATEGIC GOALS
3. GOAL: participants and visitors – quality and quantity
Key Initiative
Potential benefit / cost saving
Priority
level
Planned activities
Timing
Investment required, £
VISPROM company
Advertising budget– £
High
Work with participants
- Placing news and updates on the site NEW
- Placing banner «attend our stand on the exhibition» on the participants’ site NEW
- Placing news in corporate newspapers of the big companies NEW
- Distributing printed tickets among the participants
January 2016
1 000
Media support
- Placing modules and annoucement in industrial magazines for the local customers and expats NEW - CIS and far abroad countries, Kazakhstan
Placing modules and ads in the newspapers, magazines in Kazakhstan and Kyrgyzstan
September 2015-October 2016
August -September 2016
Barter
5 000
Telemarketing
Adding the new companies that meet the customer profile to the database
Сlarify contact details of foreign employees and prepare for them to separate invitation letter in English NEW
500
distribution
Informative, Based on the customer profile, well- segmented, Segmented news distribution
November October 2016
Free
Mail distribution
To the 1st person in big companies
September 2016
Promo actions and other marketing tools
Placing banners and news update on the industrial and news sites as well as sites of Associations NEW
Distributing invitations at big companies of Kazakhstan, the Ministries, Associations, Akimats
Attracting students KBTU, KAZNTU
6 200
Outdoor advertising
Placing all-over-the-road billboards, leds in Almaty, billboards in Atyrau, Aktau (according to the poll – this type of add takes the 3-d position on the source from which customers learnt about the exhibition
12 000
Advertising on TV Almaty – RBK, scrolling text in the regions of Kazakhstan
2 700
Organizing VIP delegations (Kazakhstan, Azerbaijan, Uzbekistan, Turkmenistan) NEW
August - October 2016
15 000
Atakent territory decoration (signs, banners)
2 000
Printing(invitations, flyers)
2 200
SWOT ANALYSIS

33. Business Operating Plan 2016-2017
actions
timing
Save the maximum number of regular, loyal participants of KIOGE
rebook
09/10/ /11/2016
let certain (important for the project) companies apply till the 15th of December at the price of rebooking
until 15/12/2016
develop a special offer on the options of distant image presence at KIOGE 2016 for the companies that already refused from site on the exhibition
December, January
save the participation fee on the level of 2015, freeze the prices
Agree and confirm the new format of the conference
To discuss, make corrections and approve the new format of the conference, offered by Kazakh programmer Zhanara Bekbassova
To analyze the price proposals from the House of reception BAKSHASARAY and BEST WESTERN Hotel and make the decision to change the venue of the CONFERENCE
until 03/12/2015
To combine conference agenda with the exhibition business agenda on the principle “theory-practice"
The 16th of Jan.
To determine the list of paid speakers, if any are needed. Confirm budget for fees
April, May 2016
SWOT ANALYSIS

34. Business Operating Plan 2016-2017
actions
timing
Strategic agreements with Association KAZENERGY
To complete mutual offset with KAZENERGY 2015
January 2016
o clarify dates of Forum with KAZENERGY 2016
To start negotiations on partnership perspectives in frames of KAZENERGY Forum
To get back to the point of strategic partnership for EXPO 2017
Strategic agreements with the Ministry of Energy and KazMunaygas
To request official support for KIOGE 2016
To confirm KMG stand during KIOGE exhibition 2016
April 2016
Meeting with the Vice Minister of Energy. Issues: what national groups and international technologies are needed in Kazakhstan during crisis
February 2016
As a result of the meeting to identify the list of foreign ministries and national companies that will be invited on behalf of the Ministry
February, March 2016
SWOT ANALYSIS

35. Attracting new clients to KIOGE 2016
Business Operating Plan
actions
timing
Attracting new clients to KIOGE 2016
Three-in-one package offer: Atyrau, KIOGE, Mangistrau
November - March 2016
Sections’ promotion: welding, coating, gas on transport
Package offers of the new type - co-hosting the conference and exhibition on the same site
expand the range of partnership options
December, January
Work with plans: starting the 31st of March, 2016 the territory among the sold offices is split based on the principle "first come, first served"
November- September 2016
Freeze the existing prices for participation
SWOT ANALYSIS

36. Attracting new clients to KIOGE 2016
Business Operating Plan
actions
timing
Attracting new clients to KIOGE 2016
Key Operators: to offer the companies back to KIOGE like a VIP visitors - organise the work delegations (technologists, engineers, procurement specialists).
January – October 2016
To arrange the meetings with the KEY OPERATORS to discuss the possibilities of work delegations for KIOGE. To attract for these actions our regional offices
To organise the special zone at the exhibition for meeting of Key operators and KIOGE participants with the announce of Key Operators’ logos
August – October 2016
To make the news announcement before the KIOGE amount the exhibitors: KEY OPERATORS at KIOGE 2016
to make the accent on the sectors which is in positive dynamics: oil&gas equipment producers, oil&gas service companies, oil&gas machine building
Key potential participants of these sectors: KSP STEEL, AZTM, ANPZ, PNHZ, Petrokazakhstan, Byelkamit, UZPA, KGNT, KZTA. To start cooperation during the Atyrau event, to arrange the meetings and make the offer - special format of participation
TCO – future growth project. To be in touch with TCO regarding to this matter and try to get the information about new produaction which will be create within the framework of the FGP
SWOT ANALYSIS

37. VISPROM – advertising campaign Services at the exhibition
Business Operating Plan
actions
timing
VISPROM – advertising campaign
To get the advertising campaign approved
July 2016 
To identify the customer profile
January 2016 
Updated system of customer registration in cooperation with London team
Profile delegations
To identify current needs of the participants as to the production and commercial processes
April 2016
Visitor profile
April 2016 
To prepare list of prospective delegations based on the results of the analysis
To get special offers on accommodation and flights
May - August 2016
To get the budget approved
May-August 2016
To announce the delegations confirmed among the participants, to prepare list of possible meetings
August- September 2016
SWOT ANALYSIS
Services at the exhibition
To confirm the following items are available at KIOGE 2016: mobile app., information desks, bilingual guides
December 2015
To promote the services after the approval
January- September 2016
To set the budget for: technically equipped seminar area, signs “looking for the distributor", “for the first time on the exhibition" and etc.
January - February 2016
To agree with ATAKENT on additional advertising options in pavilions
January 2016