This project resulted in finding how a Government organisation supports an industry in its growth by showcasing its products in the target markets through effective marketing techniques.
2. COIR
Coir is a unique natural fibre
which is extracted from
coconut husk and is spun
into yarn. Its rigid and
absorbing nature makes it
durable and capable of
retaining colour which
enables it to transform into
value added products.
3. INDUSTRY
Coir industry, established in the mid-nineteenth century.
The industry is still a traditional one with some outmoded
practices.
Most workers are from socially and economically backward
classes.
Provides direct employment to more than 3.5 lakhs workers,
majority are female.
Major constituents are Co-operatives, Private, Public,
Government .
4. COMPANY
The Kerala State Coir Corporation
Ltd, a fully owned government
company setup in 1969.
Its administrative wings and
manufacturing facilities is in a
sprawling complex in Alleppey,
Kerala.
Wide network of 21 outlets spread
across the country.
5. VISION
“To become a company, deeply rooted in societal
commitment, with a strong global and local presence,
churning out quality products that are innovative,
viable and handy and; in the process earning a due
profit for the benefit of our stakeholders”.
6. OBJECTIVES
To promote and expand the industry.
To meet the customer’s demands for new and
customised designs.
To enhance quality.
To reduce customer complaints.
To control cost of manufacturing.
9. COMPETITORS
William Goodacre & Sons India Pvt Ltd, Alleppey
N.C John & Sons Pvt Ltd, Alleppey
D.C Mills, Alleppey
Travancore Mats & Matting Pvt Ltd, Cherthala
Palm Fibre India Ltd, Alleppey
Kerala Balers Pvt Ltd, Alleppey
10. PRODUCT MIX
Door Mats
Coir door mat, an exemplary
comfort product accepted in
the market for its functional
utility and fitness for the
purpose.
Its brushing quality and their
durability to keep the dust away
makes the product a unique
11. Coir carpets and rugs are eco-
friendly floorings.
Widely accepted by foreign
households for their versatile and
robust nature.
The thick natural fibre makes
these products very comfortable
especially in severe weather
conditions.
Carpet and Rug
12. Mattress
Coir mattress gives the sleeper a
calming sensation and complete
relaxation. Thanks for its
moisture reducing and
ventilation ability.
Its natural springy quality gives
the sleeper a plush feel.
Since coir is resistant to dust this
product is highly recommended
for those suffering from dust
allergy.
13. Geotextiles
Coir geotextiles fundamentally
acts as protectors of the mother
nature. This wonder product
conserves soil from being
eroded and even prevents
heavy disasters like land slides.
This era where people are very
anxious about the climate
change and unbalanced
environment makes this
product in demand and vital.
14. Sound legacy of the Company.
Eco-friendly nature of the product.
Durability and easy handling of the raw material.
Newer processing technologies.
Support from the Central and State Governments.
Huge popularity of coir décor products in foreign countries.
SWOT ANALYSIS
15. Lack of awareness amongst local consumers.
Brand image(misconception) of an ultra-luxury
product.
Lack of cohesion among manufacturers; poor
lobbying power for the sector.
Fluctuating currency rates leading to random profits
and uncertain buying costs.
16. Growing buying power of the Indian consumer.
Substantial increase in the size of the target market
segment (Middle-class and above).
Growing interest in the new Indian consumer in
‘affordable’ luxury.
Virtually untapped rural and semi-urban markets.
Rising awareness among consumers about eco-friendliness
of products.
17. New market niche exploration.
Growth of coir sector in foreign countries (Sri Lanka and
ASEAN members).
Lowering of import duties of coir and rival products.
Man-made substitute materials.
Challenge from newer entrants into the domestic segment.
18. MARKETING OF COIR
PRODUCTS
The future of the traditional
industries of India like coir
which has an expanding
domestic as well as
international market depends
not only on the improvement
of technology but more than
all on the adoption of modern
marketing methods.
19. Exhibitions and Events
The company participates in fairs
around the nation which:
Creates opportunities for
companies/manufacturers to interact
with key personnels involved in the
development and promotion of coir
sector.
Gives a chance to see and choose the
latest designs, encourages to exchange
ideas on current fashion trends and
enables to foresee the customer
preference for the coming seasons.
21. SUGGESTIONS
Expand export network to a few more foreign countries and then foray into the
domestic market.
An interactive state-of-the-art website where people can actually design their
products and also fast delivery of the ordered item(s).
House a designer at each store to do exclusive coir-décor in customer’s houses
and maintain servicing facility at such stores.
Set up permanent stalls in Duty-Free space of airports and replicate domestic
model in foreign markets.
Approach big business houses to revamp their work spaces of coir theme;
trendy and ‘green’ buildings.
22. CONCLUSION
Coir industry is the most agro-based employment
oriented traditional industries in India. It faces a rapid
competition in the world market due to the rapid
growth in environmental awareness and green
movement which is sweeping across the world. It is
found that an appropriate marketing mix which
includes right product, right price, right place and right
promotion is highly essential.