Marketing Strategy Of Handicrafts product At Thanapara Swallows Development Society (TSDS) By A.M. Mossiur Rahman IBA, Rajshahi University

1. WELCOME
TO MY
PRESENTATION

2. Submitting By
A.M. Mossiur Rahman
ID: 1710085149
Major : Marketing
MBA 16th Batch
Institute of Business Administration(IBA)
University of Rajshahi

3. Supervised By
Dr. A.K.Shamsuddoha
Director
Institute of Business Administration
University of Rajshahi

4. Marketing Strategy Of Handicrafts
product At Thanapara Swallows
Development Society (TSDS)

5. INDEX
1 Introduction
2 Methodology
3 Analysis
4 Results, Findings and Recommendations
5 Conclusion

6. Broad objective
The main objective of this study is to evaluate the marketing
strategies followed by Handicraft
Unit of Thanapara swallows development society, Sarda, Rajshahi.
Specific objective
• To find out the marketing strategy of handicraft product at TSDS.
• To make some suggestion to improve the marketing strategy of
TSDS.
OBJECTIVES

7. Secondary data
Secondary data refers to data which is collected by someone who is
someone other than the user. The secondary data has been collected
from various publications. Basically the secondary data collected
from the TSDS Sarda, Rajshahi, TSDS Website, and from the
previous reports related to the strategic Marketing programs.
Primary data
The primary data was collected through structured questionnaire
method.
METHODOLOGY OF THE STUDY

8. Sampling, Population, Size, and Design
A group of population who purchase and use TSDS product is the
population of study. The sample size of the study is 20 respondents
from TSDS office and over internet. Convenience sampling which is
a Non-Probability Sampling has been used in this report.
METHODOLOGY OF THE STUDY

9.  Analyses of the Data
After collecting both the primary and secondary data through various
ways, data have been computerized and processed by using MS
Word, MS Excel, and tabular forms, percentage forms, pie charts
and weighted average method.
METHODOLOGY OF THE STUDY

10. Conceptual Framework

11. Analyses

12. Product
1: Customer’s primary reaction to TSDS product

13. Product
2: How does our product meet your need

14. Product
3: Influential element of product to the customers

15. Product
4: Our product quality compare to our competitor’s product

16. Product
5: Other options that customer consider before choosing TSDS product

17. Product
6: How customers recommend TSDS to others

18. Price
7: TSDS charges fair price of the product

19. Price
8: How frequently customer purchase TSDS product

20. Price
9: Reaction to the present price of TSDS product

21. Price
10: Other brands the customers typically buy

22. Place
11: Does TSDS made it easy for you to get there product

23. Place
12: Could you easily reach our sales shop

24. Place
13: Could you order our product easily

25. Place
14: Do you get your ordered product on time

26. Place
15: Perception about distributor’s performance

27. Promotion
16: Ways of discovering TSDS

28. Promotion
17: Advertising technique that TSDS use

29. Promotion
18: TSDS marketing adverts informative or not

30. Promotion
19: How easy is it to visit TSDS website

31. Practiced Marketing Strategy

32. TSDS tries to produce best quality product through using eco-friendly
production system. That’s why they use pure cotton and handloom to
knitting cloth. Their customer’s feedback about the product is that
they need more durable and well finished swing. For pricing they
follow cost base pricing strategy. It has some negative site; Cost-base
pricing strategy ignore demand side & competitor price. For
distribution, they follow conventional marketing channel. Here
channel members are independent, everyone seeking to maximize
own profit. For this reason conventional channel network tend to be
fragmented because manufacturers, wholesalers and retailers bargain
aggressively with each other over the price and others. As
promotional strategy, they perform charity work and attend trade-fair.
They promote their history instead of their product, but at first
customer see product then history. So they have to change their
promotional strategy to grab the attention of customers and instigating
them to buy product.
Findings

33. Product is the most important “p” in marketing mix; an organization
should give its main focus on it. TSDS product quality and design is so
much traditional, they have to improve their product quality & design.
Depending on new fashion trend they have to improve their product.
From customer research we find that they want more durable product
with better finished sewing and design. Since TSDS is a small firm in
the industry they should act as a follower. They can follow the product
of market leader and market challenger. By following them they can
collect some idea about market fashion trend and improve a customer
oriented product.
Recommendations

34. Recommendations
Price covers the actual amount the end user is expected to pay for a
product. How a product is priced will directly affect how it sells.
This is linked to what the perceived value of the product is to the
customer rather than an objective costing of the product on offer. If
a product is priced higher or lower than its perceived value, then it
will not sell. TSDS follow cost-base pricing strategy which is not
much effective strategy in present marketing system. Cost-base
pricing strategy ignore demand side & competitor price. They can
try Good-value base pricing strategy; it refers to offering the right
combination of quality and good service at a fair price –fair in terms
of the relation between price and delivered customer value. They
should also analyze competitor’s price and market trend before price
fixing.

35. Recommendations
Place or placement has to do with how the product will be provided to
the customer. Distribution is a key element of placement. The
placement strategy will help assess what channel is the most suited
to a product. TSDS follow conventional marketing channel; channel
members are independent, everyone seeking to maximize its own
profit. For this reason conventional channel network tend to be
fragmented because manufacturers, wholesalers and retailers bargain
aggressively with each other over the price and others.

36. Recommendations
TSDS can try Contractual Vertical marketing system; every member in
the distribution channel works independently and integrated their
activities on a contractual basis to earn more profit that are earned
when working in isolation. The most common form of contractual
VMS is franchising. In franchising, the producer authorizes the
distributor to sell its product under the producer‟s name against
some annual license fee. TSDS can offer franchise with low license
fee. They should start online selling platform through their website.

37. Recommendations
Promotion implies marketing communication, as in publicizing the
product to convey product features. It aims at grabbing the attention
of customers and instigating them to buy it. TSDS promotional
activities are so limited. They do charity work and attain trade fair
for promoting them. But it‟s not enough for present market situation.
TSDS should do more to promote them, they can make short film on
their activities, and they can attach their product picture and price on
their website. They should share buying decision influencing
information o their website which help the buyer to purchase
product. They can open a customer suggestion or comment box on
their website.

38. Sweden Swallows established Thanapara Swallows Development
Society (TSDS) from the thought of helping war affected women who
lost their male family members in the war in a village called 'Thanapara'
in Charghat police station in Rajshahi district. The organization produce
handicraft products. In the very beginning there products had a
significant market demand. But now the demand for such products has
decreased, since they fail to keep pace with the market trend. So to
compete in this competitive market, they has to develop at least the key
elements of Marketing strategy; is a significant tool for creating the right
marketing strategy and its implementation through effective tactics. The
assessment of the roles of your product, promotion, price, and place
plays a vital part in your overall marketing approach. It helps in
determining which marketing strategy is right for your organization. It is
the first step before you even create your business or marketing plan. It
has also an impact on your positioning, targeting, and segmentation
decisions of business.
Conclusion

39. THANK YOU