Marketing of Handicraft Products-B.V.Raghunandan

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Handicrafts in India, the Marketing Strategies and Innovation

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Marketing of Handicraft Products-B.V.Raghunandan

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

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