marketing of handicraft products-b.v.raghunandan
DESCRIPTION
Handicrafts in India, the Marketing Strategies and InnovationTRANSCRIPT
Marketing of Handcrafted Products-B.V.Raghunandan, SVS College, Bantwal-Karnataka
Women Entrepreneurs,Beery, Mangalore-Karnataka
November 25, 2011
Marketing-the Need
• Access to Consumers
• Demand Creation• Scalability• Area Penetration• Branding• Brand Growth• Promotion
Small Entrepreneur-
Features
• Family Affairs• Small Scale• Convenience limits
business• Branches are not
opened• No collaboration• Less Employees• No Training to
Outsiders• Reducing Popularity
Indian Business
• Sellers Market• Limited Business• No Organisational
Graduation• Family Business
• Profitable Sales• No Joint Efforts• Limited Efforts in Direct Reach
of Consumers
Marketing Requirement• Idea
Generation• Identification
of Material• Designing the
Product• Production• Feedback• Promotion• Pricing• Distribution
Idea Generation
• Intuition & Talent
• Observation• Brainstorming• Televisions• Magazines• Exhibitions• Functions• Internet
Identification of Material
• Product• Skill• Cost• Innovation• Rarity• Class• Customer
Choice
Designing the Product
• Shape• Colour• Feel of
Material• Innovation• Modern • Traditional• Speed
Production
• Own• Training Family
Members• Training Youngsters• Sub-contracting• Contracting• Small Machines• Health & Safety
Feedback
• Peer Feedback• Brainstorming• Functions• Display• Exhibitions• Uploading to
the Internet• Allowing School
Visits
Promotion
• Low Cost Promotion• Ticker Tapes in TVs• Pamphlets• Exhibition cum Sale• Joint Promotion• Magazines• Website
Pricing
• Affordability• Class• Dealers 'Margin• Own Margin• Total Cost• Discount• Market Study
Distribution
• Collaboration• Salesmen with
Catalogues• Festivals• Exhibitions• Distributors• Own Shops• Design a Website
THANK YOU