rawaj handicrafts
TRANSCRIPT
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FINAL PROJECTBRAND MANAGMENT
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GROUP MEMBERS
Shajiah Ali
Syed Fawad Hussain
Tauheed Zahid
Nazia khatoon
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HANDICRAFTS
The product made with or without the use of tool,
simple implements or implements operated
directly by the craftsman, by hand or foot, havingtraditional or artistic features driven from the
geographical cultural peculiarities of craftsman,
and generally on a small or cottage industry and
not on mass production basis.
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HANDICRAFTS
Handicrafts are the most striking expressions of the
individualities of Pakistan regionals identities.
Pakistani handicrafts is the integrated part of the
Pakistani culture.
Eighty different kinds of handicrafts are produced in
Pakistan.
Quality of craftsmanship has been diminishing.
Need of development and promotion in this sector.
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RAWAJ
Start its operations on the first week of July, 2011.
Deals in all fields of handicrafts especially in Carpet,
Jewelry & Metal, Brass, Wooden work.
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TAG LINE
We value our traditions, we design
the skills
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MISSION STATEMENT
To provide exclusivity, variety andquality standards and therefore tocreate a mark within and outside thecountry
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VISION STATEMENT
To provide best quality products in order
to get the maximum market share andcome up with the customersexpectations
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COREVALUES AND
PHILOSOPHY We seek to deliver on our promise of value andquality above all else.
Customer satisfaction through offering high quality
products with exceptional service and good value.
Be topical, not typical.
More emphasis placed on the caliber and training
of frontline people.
We expect fairness and mutual respect in all our
activities.
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OBJECTIVES AND GOALS
Achieve maximum customers satisfaction and
customers loyalty.
Provide uniqueness and style with comfort.
We will seize every opportunity to innovate and
lead the industry on behalf of our customers.
Earn revenue.
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SUCCESSFUL OR NOT?
We are very much confident that our business plan will lead us to thetop most steps on the ladder of success.
Because:
Awhole new idea.
Large target audience.
Customer oriented.
Results of the survey match our expectancies.
Good management team
Plan is very much realistic so results are also expected to beclose to real.
Providing diversity, culture knowledge and feeling of beingproud of representative of a hometown.
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MARKETING STRATEGY
Our marketing strategy will allow us to
communicate our brand values, develop close
working relationships with our customers andsuppliers to identify the needs of our customers
in an effective manner. Continued differentiation
and growth are two goals, we have set for
ourselves.
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COMPETITORS
Haroons
Illusion
Khussa Mehal
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COMPETITIVE STRATEGY
Advantages
Small numbers of competitors.
Existing competitors are not providing a
diversified range of products and services.
Disadvantages
Difficult to price ourselves competitively when wefirst enter the market.
Terrorist activities.
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TARGET CUSTOMERS
Upper & Middle class
Foreigners
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PRODUCT
Art metal ware
Brass items
Wood ware
Hand printed textiles and scarves
Embroidered goods and clothes
Shawls as art wares
Zari and Zari goods
Jewelry and Carpets
Leather footwear
Miscellaneous handicrafts
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PLACE
The business site is located in the aristocratic sectorF-7 Markaz Islamabad.
Key features
Basement
Huge parking facility
Easily accessible
Availability of power and utilities
Easy approach for suppliers
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PRICE
The price of our products depends on the quality,
nature and size of the product.
Special discount will be offered in case of big order.
The price range of our all products is from Rs. 200 -
Rs. 50000.
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PROMOTION
Word of mouth strategy
Advertisement through electronic and print media
Commission to the selling agent For our special customers, who purchase bulk
quantity, we offer 10% discount on sale.
www.rawaj.com.pk
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Marketing strategy will consists of implementing time
tested tactics while testing new tactics to specific
audience.
Our advertising agency will be EVERNEW C
O
NCEPT. New marketing tactics will focus on utilizing more
technology based platforms to reach the customers.
Strategic plan for 3 months is as follows
January
Start working on the website
Starting e-mail campaigns
Making advertisements
PROMOTIONAL
STRATEGY
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February
Issues pamphlets and brochures
Sending advertisements in print and electronic media
March
Final e-mail campaign
Organizing events and activities
Launching our new website
Deadline
June, 6 for media plans
PROMOTIONAL STRATEGY
CONTDu
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SWOT ANALYSIS
RAWAJis well positioned to leverage its strengths
and address reasonable threats, weaknesses, and
opportunities.
The slides below highlight these Strengths,Weaknesses, Opportunities and Threats.
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SWOT ANALYSIS
Strengths
A new idea introduced into the market.
Availability of skilled persons.
Easy and cheap availability of labor and rawmaterials.
Demand in both the domestic and foreignmarkets for the handicrafts of Pakistan.
Rich craft heritage.
Willingness among women to work.
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SWOT ANALYSIS
Weaknesses
Lack of support from the government
Lack of marketing opportunities which give rise to
exploitation.
Shyness and lack of confidence of women to
market their products. Lack of affiliation with oversees handicrafts
organizations and trade related associations.
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SWOT ANALYSIS
Opportunities
Potential domestic and export markets.
Potential for Product diversification.
Linkages with large industry to enhance theefficiencies of the crafts sector.
Training to upgrade skills and pass on traitsto the coming generations.
Potential women entrepreneurshipdevelopment especially in rural areas.
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SWOT ANALYSIS
Threats
Competition is on the rise from the domestic
markets.
Rising costs of utilities and raw materials.
Unethical business practices.
Economic turndown.
Government policies.
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CONCLUSION
RAWAJ is an innovative concept of targeting the
market.
The marketing plan is tied closely to the overall
financial and business plan.
We have tried hard on focusing the psychological
aspect of advertising.
We aim to be a leader in providing quality productsthat fits into the minds and hearts of the people.
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CONCLUSION CONTDu
Pakistan has a rich history of handicrafts. The
entire wealth of timeless Pakistani handicrafts
have survived through ages. The legacy of
Pakistani culture promises everything- beauty,dignity, form and style. These handicrafts
radiate an aura of glory, exhibit hereditary
skills and show painstaking craftsmanship.
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THANKYOU