IGNORING ONLINE MARKETING IS LIKE OPENING A BUSINESS BUT NOT TELLING ANYONE!

Transcription

1 under the aegis of Ministry of Corporate Affairs Government of India Two Day Training Program on DIGITAL MARKETING LEADERSHIP PROGRAM Venue: AbhiBindu, Sultanpur, Mandi Road, New Delhi Date: January, 2018 IGNORING ONLINE MARKETING IS LIKE OPENING A BUSINESS BUT NOT TELLING ANYONE!

2 ABOUT INDIAN INSTITUTE OF CORPORATE AFFAIRS (IICA) Indian Institute of Corporate Affairs (Website: is a 21st century unique world class institution established by the Ministry of Corporate Affairs, Government of India. Its aim is to provide holistic treatment of all issues that impact corporate functioning to help today s business and shape tomorrow s. The Hon ble Minister of State for Finance & Corporate Affairs is the President of IICA. Secretary, Ministry of Corporate Affairs is the Chairperson of the Board of Governors, which has many eminent personalities. The state-of - the - art campus of IICA is located at Manesar, Dist. Gurgaon, Haryana. The Centre for MSME, an integral part of Indian Institute of Corporate Affairs (IICA), has been established to foster understanding of the regulatory framework, encourage innovative responses to business environments and focus on all other relevant issues affecting the MSMEs. It enables capacity building through training and interactions such as seminars and workshops, engages in documentation and research on MSMEs practices, encourages cluster development initiatives and uses its pivotal crosscutting position to create synergy among various facets of the MSME sector. ABOUT KNOWLEDGE PARTNER IKIGAI In Japanese culture, Ikigai is one of the most important aspects of living a happy and complete life. Often referred to as Raison d'être, it stands for the purpose of living. Finding it brings us closer to ourselves, because who doesn t want to follow a profession through which he/she can earn happiness, privilege and money simultaneously? Only after we reach at such a stage in life can we be fully free to do whatever we want with a positive approach. OVERVIEW Intense competition in the business world requires that no matter what the size of your business, you need marketing for success. The ultimate transformation i.e. taking place today is within the business landscape, worldwide and increasingly so in India where companies are beginning to leverage informal social networks to engage people, mollify customers, strengthen their brands and even hire people. For companies in India, the reasoning is simple: India has one of the largest internet populations in the world some 60 million regular users (not included mobile excess). Moreover, these users are the most sought after customers with high disposable incomes, and companies with clear online media plans are waking up to the fact that they can reap the benefits of engaging with this audience. Those that don t, risk losing the customers that they already have or slipping behind their more savvy competitors. In the present scenario, to succeed in an ever dynamic business and economic environment, SMEs have to think beyond orthodox / traditional marketing practices and adopt new age tools to promote their products and services : websites, search engine optimization, social media, blogging and e-commerce tools for instance, have emerged as channels that businesses cannot ignore. They have become more a necessity than choice. Marketing is one of the weakest area where SMEs & Corporate face problems. Constant change in the marketing dynamics as a result of technological revolution and marketing orientation in the wake of globalization is making profound impact on the competitiveness and existence of SMEs. The major problem faced by SMEs relate to slackening of demand for their products/services leading to liquidity crunch. In the turbulent business environment, even the large corporate have to face slackening of demand for their products / services.

3 About 30,000 entrepreneurs are selling on e-commerce sites already and another 15,000 exporting on international e-commerce websites. They sell across multiple categories which range from Jewellery to Gadgets to Business and Industrial. Internet marketing is the foremost among contemporary marketing strategies, as this medium has a global reach and is a quicker way to attract customers. From Facebook to Linkedin, Twitter to Orkut, Corporates are beginning to use various forms of social media to reach out to consumers, employees and partners. The main objective of internet marketing is to attract prospects to websites and most businesses, including SMEs, have an online presence. Marketing through the internet is not simply having a domain name and adding content. It is much more than this. Just like other forms of marketing, it is a way to let customers know about what is being sold and all related information about products and services, using various methods. Internet marketing or web marketing can be used in selective ways by SMEs & Corporate to make it an affordable and effective option to get recognition for their websites and open the doors conveniently for business profits. Internet marketing or web marketing can offer a host of business opportunities for growth oriented SMEs & corporate such as:- Expansion of customer based Reduction of dependence on few major customers Establishment of network of contacts and partners Additional growth opportunities for niche products, for which the local market is limited It is evident from some findings of survey that more than half of business development in investment banking companies happens through social networking site. Investment banking, as you know, is a relationship-driven business. The second reference we take from Big corporate like country s largest selling automobile manufacturers, using social media to target a segment of its customer base that is the youth. Because focus on social media creates a more personal space, wherein a valuable connection with the audience can be created increasing the credibility of a brand. In the above context, with a view to present, and discuss key challenges and management approaches for Digital Marketing in the modern business environment that will help SMEs & Corporate houses in their marketing including exports that will enhance their overall capabilities necessary to emerge stronger in the face of competition, IICA would like to organize a two day capacity building program on Digital Marketing Leadership Program for CEOs, Directors and Top Managers of SMEs & Corporate houses, including investment banking companies, NBFCs & insurance companies. As India goes digital, online Marketing Trends in the Indian industry is going the e-way just like rest of the globe. India needs between 1.5 lacs digital marketing professional in coming year and about 5 lacs in next 3 years. We invite, Entrepreneurs, Marketing Professionals, IT Professionals, SMEs and Large firms including investment banking companies, NBFCs & insurance companies to come forward & participate in this training to learn the Tools, Techniques & Strategies for a successful Online Marketing Program initiative.

4 GENERAL OBJECTIVES To present, and discuss, key challenges and management approaches for successful Digital Marketing in the modern international environment. This will enable Indian SMEs and Corporate Houses top management to better their marketing approaches and decisions, make appropriate marketing strategies using all forms of digital media leading to complete understanding about the key elements of online marketing in creating an effective digital marketing strategy. OUTCOME OF TRAINING After successful completion of the Digital Marketing Leadership program, you not only become capable to track & monitor digital marketing performance but you will be able to plan, conceptualize and implement digital marketing strategy yourself You will learn how to do marketing online Boost website traffic, generate potential leads and increase sales revenue with better brand awareness TOPICS COVERED This Training Workshop program would combine pedagogy using lectures, case studies, hands-on exercises, assignments and practical. Ad. Copywriting: Copywriting is written content conveyed through online media and print materials. Marketing requires content and here we learn how to create good, catchy content. Pay per Click Advertising (PPC): PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee only when their ads are clicked to open. Google AdWords: It is an online advertising service by Google that enables advertisers to display advertisement to Google users, thus providing access to Google s huge network. Search Engine Optimization (SEO): Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a web search engine's results without advertising. Keyword Generation: Keywords are used to craft online advertisements and we teach here how to use the tools and techniques to decide which ones are good for you. Social Media Marketing (SMM): Social media site like Facebook, Twitter and LinkedIn being mostly free are an excellent platform for marketing. SMM refers to the process of gaining traffic or attention through social media sites. Marketing: Directly sending a commercial message, typically to a group of people (potential or current customer) using for marketing purpose is marketing. Here we will teach the tools and techniques to run such a campaign. Affiliate Marketing: It is a type of performance-based marketing in which a business rewards one or more affiliates (like an associate) for each visitor or customer brought by the affiliate's own marketing efforts. Website Marketing: Optimizing the website to attract customers by designing and improving content and web pages. Articles and blogs: Small and medium businesses can provide important information about what they are selling by regular updating of fresh content. Ad Placements: This involves placement of advertisements by selecting correct locations based on demographics of the audience it is meant for. Directory listings on local websites: Small and medium businesses should get listed on local directories to boost their online presence and attract virtual footprints on their website.

5 PROGRAM AGENDA Note: Kindly carry your laptop for hands-on practice. DAY 1 SESSION 1 10:15 am to 12:00 pm Digital Marketing Strategy Writing AdCopies 12:00 pm to 12:15 pm Tea Break SESSION 2 12:30 pm to 1:30 pm Keyword Generation On-page SEO 01:45 pm to 2:30 pm Lunch SESSION 3 02:30 pm to 05:00 pm Off-page SEO marketing DAY 2 SESSION 1 10:00 am to 12:00 pm PPC + Adwords Adsense 12:00 pm to 12:15 pm Tea Break SESSION 2 12:15 pm to 01:30 pm PPC + Adwords Adsense 01:45 pm to 2:30 pm Lunch SESSION 3 02:30 pm to 05:00 pm Analytics Affiliate Marketing

6 WHO SHOULD ATTEND Target Participants Must attend for people with varying level of experience i.e. Senior Management, Middle, General Managers and Program Managers working in DICs (under Directorate of Industries), NSIC, SIDBI, MSME DI, Office of DC MSME, Office of DC Handicraft and DC Handloom, State Industrial Development Corporations, States Financial Corporations, SIDBI, EXIM Bank, BRICS Development Bank, Public & Private banks, Insurance companies, NBFCs, IFC, German, US, European & UN development agencies) and other development sector professionals. Senior Executives who have or expect to have a role in marketing strategy or business development. Typically this will include both financial & non-financial executives at the director level or above, including General Managers, Country Managers, Business Unit Heads and Vice- Presidents from Small to Medium Enterprises & Corporate Houses, Banks, NBFCs, insurance companies and Growth organizations that are interested in accelerating and expanding their online market activities. Chambers of Commerce & Industry, Small & Medium Business Development Chambers of India, Trade Promotion Organizations, SME Consultancy and Research Institutes of India, SME Technology Development Council for SMEs, SME Business Clubs, State Financial Corporations, Industrial and Economic Development Associations, MSME Development Institutes (MSME DI), Export Promotion Councils (EPCs), Foreign Embassies in India, Senior Officials of PSUs, Commodity Boards, Product Specific Exports Development Authority, DGFT, DGSnD, Directorate General of Commercial Intelligence & Statistics (DGCI&S) etc. Beneficial to Academia, Corporate professionals, Established & Budding women entrepreneur, Existing & Prospective Entrepreneurs across various verticals viz. manufacturing products as well as IT & IT Enabled services, Imports & Exports logistics & transportation, shipping lines etc. Program Highlights Dedicated 2 full days packed with information and Frontal lectures, guided debates and case studies. Power Point Presentations The program also brings together experts from the industry to inspire changes & facilitate exchange of ideas with peer-to-peer networking. A certificate of Participation will be awarded to the participants after the successful completion of the two day program by IICA. Venue AbhiBindu, Sultanpur, Mandi Road, New Delhi Start Date 29 th January, 2018 End Date 30 th January, 2018 Program Fee Non Residential Rs.24,190/- (Rs.20,500/- + 18% GST)

7 Please note: This is a Non-residential program. Delegates will have to make their own accommodation arrangement for night stay. In case, any delegate required our assistance to make accommodation arrangement, please note we have only 10 residential seats only which can be allotted on first come first serve basis on double occupancy basis. An amount of Rs.6,000/-(including GST) per night on double occupancy (including dinner & breakfast) will be charged for two delegates for accommodation arrangement over & above the program fee. In case the double occupancy accommodation is required on single occupancy basis then an amount of Rs.5,000/-(including GST)per person per night on single occupancy (including dinner & breakfast) will be charged over & above the program fee. Group discount (20%) on program fee may be availed for a group of minimum two or more participants from an organization for a program, on up-front payment on/before 22nd January, 2018, thereafter i.e. after 22nd January, 2018 Group 10% on program fee may be availed for a group of minimum two or more participants from an organization for a program, on up-front payment before the start of the program. Register now and get Rs.500/- per organization early bird discount on the program fee on/before 22nd January, Payment Mechanisms: NEFT Details:- S. No. Particulars Details 1. Name of the Beneficiary Indian Institute of Corporate Affairs 2. Account Number Type of Account SB Name & Address of Bank Branch Bank of India, Electronic Niketan, CGO Complex, Lodhi Road, New Delhi Branch Code MICR Code NEFT IFSC Code BKID A. Demand Draft: The programme fee may also be paid through a demand draft drawn in favour of Indian Institute of Corporate Affairs payable at New Delhi. Do feel free to get back to us if you should have any clarification. For group reservation from corporate and SMEs as well as early bird nominations, please contact at the following address:- Mr. Rajesh Batra, Head-Centre for MSME Indian Institute of Corporate Affairs Plot no.:- P 6,7,8, Sec. 5, IMT Manesar, Distt. Gurgaon (Haryana), Pin Code rajeshbatra.iica@gmail.com, rajesh.batra@iica.in Phone: (2021),

8 Recent Participation in our training programs: over 150 public & private sector organizations: - SME s & CORPORATES 1) Daksha Imaging Technologies Pvt. Ltd. 2) Mohali Industries Association 3) M/s IAC Electricals Pvt. Ltd. 4) M.P. Small Scale Industries Organization (MPSSIO) 5) Rangsutra Crafts India Ltd 6) Udaipur Chamber of Commerce and Industries (UCCI) 7) Sirohi Agro Foods Pvt. Ltd. 8) Evonne Industries Pvt Ltd. 9) Beri Udyog Pvt. Ltd. 10) Hind Pharma 11) Savio Texcone Pvt. Ltd. 12) Vindas Chemical Pvt. Ltd 13) T.C. Agro Food Industries 14) M/s. Yamuna Cable Accessories Pvt. Ltd. 15) Gautam Buddha University 16) M/s Pooja International 17) Orica 18) Bayer Bio Science Pvt. Ltd. 19) Primo Foods Pvt. Ltd. 20) Neetee Clothing Pvt. Ltd. 21) Devans Modern Breweries Ltd. 22) Chelsea Mills 23) Royal Enfield (A Unit of Eicher Motors 24) Elcomponics Sales Pvt Ltd Ltd.) 25) Goodie International Pvt. Ltd. 26) Hyundai Motor India Engineering Private Limited 27) Bookmyooh.com 28) SGA Power Systems (P) Ltd 29) Bovian Health Care Pvt. Ltd. 30) Sakata Seed India Pvt Ltd. 31) R.S Infraprojects Pvt. Ltd. 32) Unicon Human Power Pvt. Ltd. 33) mtandt Rentals Limited 34) FIS Payment Solutions & Services India Pvt. Ltd. 35) Jotwire India Pvt Ltd 36) Financial Software & Systems Pvt. Ltd. 37) Oasis Electronics 38) Glassco Laboratory Equipments Pvt. Ltd 39) Indian Industries Association 40) LIC of India 41) GKB Rx Lens Pvt. Ltd 42) Ranvik Exports Pvt. Ltd. 43) Adkindia LLC 44) BIORx Venture Advisors Pvt. Ltd 45) Visa Info World Pvt Ltd 46) Parihar Enterprises 47) Apex Cluster Development Services Pvt 48) VLCC Personalcare Ltd. Ltd 49) Japan Art Press 50) Vaishno Merchandise Pvt. Ltd. 51) WEBTEL ELECTROSOFT PVT. LTD. 52) Manav Rachana University 53) Amity University 54) Rus Exim Pvt. Ltd. 55) IPE Global Limited 56) Oxford University Press 57) Council for Leather Exports 58) Satvastu Consulting Group 59) Indian Industry Experts Network 60) Okhla Garment & Textile Cluster 61) R Bhargav & Associates 62) Federation of Madhya Pradesh Chambers of Commerce and Industry 63) JCB India Limited 64) IL&FS Clusters 65) Cresigns Studio 66) Federal Bank 67) AVQI 68) PC Solutions Pvt. Ltd. 69) IKIGAI 70) Ambuja Overseas 71) Karvy Financial Services Ltd. 72) Ignited Business Network 73) SMBConnect 74) Suparna Herbs (India) Pvt. Ltd. 75) Confederation of Horticulture 76) Marvelaa Associations of India 77) Top Surveying (India) Pvt. Ltd. 78) AICOSMIA

9 79) WWSO 80) Weaverbird Engineering & Technology 81) Buzzaria 82) Adastra 83) Personalive IT Solutions 84) ennovations Techserv Pvt. Ltd. 85) Regnant Group 86) IamSMEofIndia 87) Parashvanaath Insurance Solutions 88) G Next Media Pvt. Ltd. 89) The NorthCap University 90) Al-Azhar Technocrafts (P) Ltd. 91) Quality Services & Training Pvt. Ltd. 92) Satyug Darshan Technical Campus 93) Solution Platter 94) Power2SME 95) NSE Emerge 96) BRICS International Forum 97) BRICS CCI 98) CMAI Association of India 99) Indian Startups 100) Swan Industries Pvt. Ltd. 101) Combustion Research Associates 102) City Union Bank Ltd. 103) Securico Electronics India Ltd. 104) Change Alliance Pvt. Ltd. 105) Bayer Vapi Private Limited 106) Bayer BioScience Private Limited 107) Bayer CropScience Limited 108) Bayer Seeds Private Limited 109) Mytrah N4 Electric Pvt. Ltd. 110) Jaipuria Institute of Management 111) Yutaka Autoparts India Pvt Ltd 112) PTC India Financial Services Limited 113) HDFC Bank Ltd. 114) Yes Bank 115) M/s Resync Auto Solutions Private Limited. GOVERNMENT, PSUs & AUTONOMOUS 116) Ministry of MSME 117) DC-MSME, New Delhi 118) Directorate of Industries, Uttarakhand 119) Office of Development Commissioner (Handicrafts) 120) Bridge and Roof Co. (India) Ltd. 121) HEC Ltd. 122) State Bank of Hyderabad 123) The Institute of Company Secretaries of India 124) RITES Ltd. 125) Haryana Power Generation Corporation Ltd. 126) Central Bank of India 127) Cochin Special Economic Zone (CSEZ) 128) Indian Institute of Public 129) Regional Centre for Biotechnology Administration 130) State Bank of India 131) DGS&D 132) SIDBI 133) Oriental Bank of Commerce 134) NSKFDC 135) GAIL Training Institute 136) NLC India Limited 137) National Highways & Infrastructure Development Corporation Ltd 138) Indian Railways Institute of Signal Engineering and Telecommunications 139) Unique Identification Authority of India (UIDAI) 140) Green Gas Ltd. 141) Bank of Maharashtra 142) Rail Vikas Nigam Ltd. 143) DSIIDC 144) National Handloom Development Corporation Ltd. 145) Indian Renewable Energy Development Agency Limited 146) Syndicate Bank 147) The Jammu & Kashmir Bank Ltd. 148) Vijaya Bank 149) United Bank of India 150) Utkarsh Micro Finance Ltd. 151) AU Small Finance Bank Ltd. 152) District Industries Centre, Lunglei, Mizoram

10 PROGRAM FACILITATOR Mr. Rajesh Batra Head-Centre for MSME Indian Institute of Corporate Affairs (Ministry of Corporate Affairs) Rajesh Batra is currently responsible for several development activities through Capacity Building measures by taking serious initiatives in Entrepreneurship Education, Information, Research and Consultancy, Collaboration for Policy Facilitation, professional endeavors for institutional strengthening, Sector guidelines and advocacy to develop best practices for SMEs. He has long experience of dealing with promotion, development and financing of Micro, Small and Medium Enterprises as well as Agriculture Rural Industries segments, SME competitiveness enhancement and institutional strengthening. Over the last 25 years, he has worked extensively in the Policy development work, Business Strategy, Project Management, Imports, Program management, Procurement & Logistics / Supply Chain Management (SCM) and Business development. He was appointed Sole Arbitrator under the Arbitration & Conciliation Act 1996 by the Chairman-cum- Managing Director of NSIC Limited for adjudication of disputes and differences between NSIC Ltd. and Private Business units. Besides, as a member of core team, he worked closely to lead / oversee the matters related with large scale implementation of Activity Plan / Programs including govt. grant monitoring and administration under the Centrally Sponsored large Schemes of Govt. of India. Rajesh has done his masters in commerce and postgraduate management courses in the areas of Foreign Trade and Marketing. Currently, Rajesh is with Indian Institute of Corporate Affairs (IICA) as Head, Centre for MSME since 25th April He is working very closely with the industry and with different GOI offices at the Ministry level, State bodies, industry associations/chambers of commerce, entrepreneurship development institutes, SMEs, national and international supporting partners and banks/financial institutions to ensure capacity building at both ends: at the government level as well as at the industries. He gets invited to speak and chair sessions by organizations such as Ministry of MSME and its constituent institutions, Industry Associations and other leading Institutions as well as for select interaction meeting. Before joining IICA an autonomous institution under the Administrative Control of Ministry of Corporate Affairs, Government of India, he was working as Dy. General Manager with India s apex SME development organization The National Small Industries Corporation Ltd. (NSIC) The Premier Mini Ratna Government of India Enterprise under Ministry of Micro, Small & Medium Enterprises.

11 PROGRAM SPEAKER Mr. Tapabrata Maitra Trainer Tapabrata is a first-gen Entrepreneur, Design Engineer, and Marketing Professional. While working with IT giants like Infosys, SAP labs and Cisco during his engineering career, Tapo found that his passion lies in marketing and product design. Having obtained a Engineer's degree in Information Technology and a post graduate in Marketing Management, Tapo is equally at ease with technology and management aspects of small businesses. He runs a startup firm called Propulse, which provides skill development training, incubation support and entrepreneurship training and also serves as a visiting faculty at National Institute of Entrepreneurship and small business development. A growth hacker, through and through, Tapo specializes in consulting small businesses with streamlining their business processes and integrating the latest of technology. His experience of working with mobile software products, their design, and user experience has helped many entrepreneurs run their advertisement campaigns with success. He is determined to bridge the gap between the learners and the learning through technology and engagement."

12 About IICA CAPACITY BUILDING WORKSHOPS The success of our various programmes and workshops owes to the active participation of various stakeholders such as Ministry & its constituent institutions, Central & State PSUs, DC Handicrafts, DC- Handlooms, DC MSME, NSIC, Ministry of Science & Technology, BSE SME, National Stock Exchange, Department of Industries & Commerce of various State Governments, Financial Institutions, MSME Associations, International Organizations like ZDH/SEQUA, GIZ, UNIDO, IGEP Foundation etc. Indian Institute of Corporate Affairs (IICA) through its Centre for MSME, is an approved implementing agency with the Ministry of MSME for Implementation of the Scheme Building awareness on Intellectual Property Rights (IPR) for Micro, Small and Medium Enterprises (a Component of National Manufacturing Competitiveness Program). Our Workshops are designed to be very limited, to allow for close interactions among the participants and allow focus on individual queries as well. Some of the feedback we have received on the recent workshop (conducted between July April, 2017) is given below: I extend my heartiest thanks for conducting such an informative program on GST and Contract Management. The whole arrangement of the program was very well organised and planned - Jaipuria Institute of Management Lucknow, The workshop is very beneficial VLCC Personal Care Ltd. Workshop is good Visa Info World Pvt. Ltd. Very well organized session - Manav Rachna University Very well organized - Amity University, Haryana All session of the workshop is interesting and useful Unicon Human Power Pvt. Ltd. First Train-The-Trainer Program for Ministry of MSME Officers - Overall feedback of the Five Days Train-The- Trainer Program on Strategic Management of IPR with higher focus on Industrial Design & Trademarks (05-09September, 2016) conducted at IICA,Manesar in terms of parameters such as course structure, agenda, contents, quality, support of trainer, environment and infrastructure of IICA has been received excellent & outstanding from the delegates. Session on ERP was found most interesting & brilliant DGS&D, Goodie International Pvt. Ltd., MSME-DI-Ahmedabad Session on Six Sigma was found most interesting & brilliant Bovian Health Care Pvt. Ltd., MSME-DI-Mumbai, Goodie International Pvt. Ltd. Session on Just in Time was found most interesting & brilliant Yamuna Cable Accessories Pvt. Ltd., MSME-DI-Cuttack, Goodie International Pvt. Ltd. Session on Important issues of Exports was found most interesting & useful Bridge & Roof Co. (INDIA) Ltd., Rangsutra Crafts India Ltd Session on How to reduce dependence on few major customers and expand customer base interesting & useful IAC Electricals Pvt. Ltd., Devans Modern Breweries Ltd. I really appreciate your leadership and the kind of efforts you are putting in at the Centre for MSMEs, IICA, in designing & delivering high value knowledge support/services to the SME sector and its stakeholders. I have gone through the programme Contents of your Workshop on Financial Management, and I find it really practical & tremendously helpful for its target audience, specially SMEs UNIDO We found IICA s training module to be comprehensive and well designed GIZ Session on Globalization and Foreign Exchange Issues was found most interesting & useful - Udaipur Chamber of Commerce and Industries (UCCI), Central Bank of India Session on Working Capital Management & Governance & Taxation System, MSME Finance was found most interesting & useful Federation of Madhya Pradesh Chambers of Commerce and Industry, M.P. Small Scale Industries Organization (MPSSIO) All sessions were found most interesting & useful Mohali Industries Association Session on Goods & Service Tax was found very useful Indian Industries Association