The presentation is about marketing a handicraft shop. The shop is hypothetical.

1. SUBMITTEDBY-
PUNAMPATEL
RESHMAGEORGE
TANUSHKATYAGI

2. CONTENT
PRICE
PROMOTIO
N PLACE
PEOPLE
PROCESS
PHYSICAL
ENVIRONMENT
COMPETETIVE
ANALYSIS
CHALLENGES
CONCLUSION
INTRODUCTION
PRODUCT
CATEGORIES USP OF
HANDICRAFT
COMPANY OVERVIEW
MISSION, VALUE,
VISION SWOT
ANALYSIS
TARGET
MARKET
PRODUCT

3. INTRODUCTION
India is reckoned as the land of tradition and culture; where every
artisan fabricates a unique handicraft according to their artistry. India is
reckoned as the land of tradition and culture; where every artisan
fabricates a unique handicraft according to theirartistry.
Wooden handicrafts, one of our country's oldest traditions, are made
by carving and decorating wood into a beautiful and useful end product.
Wood has approx. 54% share in India handicraft product market.
Wooden handicraft home decorations are the most popular art form of
India due to their unique craftsmanship. India, a land full of a wide
range of plant species provides opportunities in manufacturing wooden
handicraft products.
Every piece of wood is engraved with different patterns and figures that
depict a story. Artisans, hard work, and dedication turn the wooden
piece into a unique and beautiful outcome.

4. PRODUCT CATEGORIES
PRODUCT
CATEGORY
Wooden statue & sculpture
Wooden utility
Wooden Furniture
Wooden Gift item

5. USP OFWOODENHANDICRAFT
HELPS TO
SHO WCASE
C O UNTRY'S
HI STORY AND
C ULTURE.
They are important
for expressing
country's tradition
and legacy.
HELPS IN
PRESERV ING
THE
TRADITIO NAL
ART FORM S.
Aswell as the talents
linked with the
people's history and
way of life.
HAVE M ORE
AESTHETIC
APPEAL THAN
MAC HINE MAFE
PRO DUCTS.
India's wooden
handicrafts are
renowned for their
practicality and beauty.

6. USP OFWOODENHANDICRAFT
G IVES
GLI M PSE I NTO
LIFE 0 F
ARTISANS.
Reflect identity,
occupations, long
standing traditions
and skills passed on
from previous
generations.
G ENERATES
A C ASC ADE
O F
EC O NO MIC
G ROWTH.
Demand of locally
sourced raw
material grows like
wood, tools, paints,
polishes etc
EC O NO MICALLY
EM POWER
WOM EN
ARTISANS.
In regions where women
are still not allowed to
go outside for work,
creating and selling
handicrafts is good
options.

7. COMPANY OVERVIEW
VIRASAT, a retail handicraft store showcases the old, premium, and traditional wooden art and
craft of India.
We take pride in original and authentic selection from the raw materials to the end product with
reliable quality standards.
we believe in restoring the originality of the traditional old craft of India in our products.
customers’ needs, wants, and demands are taken care of in the design process of the
product. The product with its beauty and uniqueness also serves the utility purpose to
the consumer.
We devotedly promote women's empowerment and artesian growth with fair trading.
considers preserving the environment by encouraging plantation and consumption of
natural and ecofriendly materials.
At, VIRASAT you not only shop the best quality craftmanship but also help to refine and
empowerthe lives of artisans.

8. MISSION
VALUES
Delivering good quality antique products.
Providing good experience to customers to encourage
handmade wooden crafts over machine manufactured
products.
VISION
To be leading brand for antique Indian wooden crafts
customer comes first
Respect our co workers
Effective communication with customers and among the team
Pioneer of fresh ideas and innovation
Keeping alive traditional Indian techniques of making wooden crafts
Transparency between brand and customers

9. strength
weekness
Growing demand in the domestic market Cheap labor rates
High level of quality Skilled laborer’s Element of tradition.
Large product variety
Diversified product range that satisfies different market.
Provides employment
Easy creation and development of production centers.
Lack of infrastructure and facilities.
Unawareness about market requirements
Lack of education for artisans
Inadequate information of new technology.
Inadequate information of current market trends.
Lack of presence of younger generation.
Still restricted to rural and smaller cities.
Lack of promotion of products.

10. Oppurtunities
Threats
Rising demand around the globe
Fashion industry requires handicrafts products.
Development of tourism sector.
Development of technology and e commerce.
Collaborations with brands
Benefits through trade shows
New innovations in design and development
Competition in domestic market.
Balance between high demand and supply.
Better products offered by competitors
Not meeting market demands
Lesscapital to implement new technology and RandD

11. Age
Social status
Place
TARGET AUDIENCE
Working women
43%
Others
35%
Teens and young adults
22%
: UPPERMIDDLE
CLASS & MIDDLE
CLASS
: Early 20s to Early 50s
: Tier 1 & Tier 2 cities

12. our wooden handicraft products
serve both the purposes, purpose
of utility, and decoration. Products
are made ranging from kitchen
essentials to the house ornament,
even the products are made able
to be accessories for women and
also toys for kids. The product
designs are conventional,
age-old, and traditional, delivering
the genuine and authentic taste of
Indian craft to the consumer.
Packaging of
the product is done by keeping the
environmental safety.
PRODUCT
WOODEN
STATUES/SCU
LP TURE
WOODEN
UTILITY
WOODEN
UTILITY
WOODEN GIFTS
Carved animals - ₹2,500-15,000
Kitchen Utilityand boxes -
₹1,500- 8,000 HangingShelves
- ₹500- 4,000
Racks - ₹2,000-10,000 Toys -
₹500-7,000
Jewelrybox - ₹500-4,000
PRICE
PRICE
DISCOUNT
S
A promotion strategies the plan and
methods you use in your marketing plan
to boost the demand for your product
or services.
PROMOTION VIRASAT has launched its store in the
city of Delhi, India, in the main lane of
the major shopping markets of the city.
Consumers can purchase their product
via. our website and socialmedia
platfrom (facebook, instagram &
pinterest)
Products are distributed into 2 different
channels; the Zero Level channel and
the first-level channel. Products are
available in trade shows and handicraft
exhibitions.
Our logistic key partners; Blue Dart,and
DTDC, cooperate with the delivery.
Place
STORES
WEBSITE
SOCIAL
MEDIA
CHANNEL
TRANSPORTATI
ON LOGISTIC
Using content marketing to increase
traffic. Explore the Power of Social
Media
Attend
Tradeshows Sell
Locally
Local Markets and Events
Product Photos, Names, and
Descriptions Email Marketing
Referral Marketing
Work with Influencers to Increase Brand

13. PEOPLE
• Excellent customer support
• Having empathy
• Providing omnichannel support
• Going extra mile to add value
PHYSICAL ENVIRONMENT
STORE
LAYOUT
Racks and
props LIGHTS
SOUND
FRAGRANCE
The entrance door is made of wood with Marquetry craft done to create a premium look along with
the traditional vibes.
The store layout consists of angles and curves to give off a sophisticated vibe. Minimizes the
displayarea, which creates focus on fewer, more popular, and new product lines.
Wooden racks and props that are used to maintain the aesthetic of the store, also assist
customers to visualize and henceforth make their purchase..
whole area is ambiently lightened, Newly launched and discounted products are bought to
customers' attention by the usage of accent lighting.,
To set the mood of the environment, slow and classical instrumental music is played in the
background. and with the Indian scent of sandalwood to not just gratify but also to harmonize the
whole shopping atmosphere.
Processes are the methods through which you intend to distribute and provide our goods and
services to customers.
• Responding quickly to enquiries and acting on feedback.
• Maintaining an up to date FAQ page and an informative blog post.
• Providing omnichannel support, to give customers variety of ways to connect with us.
• Providing assistance and maintaining services.
• Organizing fair events provide customers with a lively experience and exposure to artisans.
•Sharing he brand's stories to make customers feel connected and a member of the brand
family.
• Thanking loyal customers (discount vouchers).
PROCESS
Offline customer service
Product delivery service
Home delivery with assistance
Customer feedback

14. COMPETITIVE ANALYSIS
Busines
s
Strategy
Product
Strategy
Targett
Market
Competitive
Advantage
Market
Share
Amazon
Pepperfry
•Latest wooden
products.
•Discounts,
market-
oriented pricing .
•Enhanced logistics,
prime deliveries.
•High focus on
human satisfaction.
•Hosts “handicraft
mela" to support
artisans
•Huge global
marketplace to
choose products
from.
•Market oriented
pricing
•Wide range of
products for home
décor.
•More than 600
global and national
brands available.
•Present all over
India as Stores and
website.
•Owns 500+ vehicles
for shipping orders.
•Provides
assembling
services.
•Hassle free return
•More reviews on
website because of
huge customer base
that helps new
customers.
•Easy check out
options.
•Has 31.2%
marketshare
in Indian
market.
•Core customers
35-45
year old's.
•Rapidly increase in
targeting mid 20s
and
early 30s customers.
• Has more than
3.5 million
registered users
and 5 million
monthly visits.
•Middle and upper
class
•Aged between
18-44 years who
uses
computer orsmart
devices

15. 01
02
03
04
CHALLENGES
Lack of Infrastrcture
Financial constraints
Lack of support from Government ministries
Industrialization and globalization
05 Competition from other brands
06
07
Impact of covid 19
Gap between artisans and owners.

16. CONCLUSION
HANDICRAFT IS A PRODUCT THAT WHEN A BUYER LIKES, THEY ARE READY TO PAY A PRICE, WHICH MAY BE FAR MORE
THAN THE STANDARD PRICE OF THE PRODUCT. THE MARKETING MIX'S VARIOUS COMPONENTS HAVE AN IMPACT
ON ONE ANOTHER. THEY MAKE UP A COMPANY'S BUSINESS PLAN, AND IF HANDLED CORRECTLY, CAN LEAD TO GREAT
SUCCESS. OUR BRAND ENSURES THAT THEY OFFER PRODUCTS THAT CAN MEET THE NEEDS OF OUR TARGETED
MARKETS BEFORE DESIGNING AND SELLING THE PRODUCT. WE BRAND OUR PRODUCTS ALONG WITH OFFERING HIGH-
QUALITY PRODUCTS THAT MAKE US DIFFERENT FROM OUR COMPETITORS. EVEN OFFERING LARGER PRODUCT
RANGES CAN TURN OUT TO BE A DISADVANTAGE, HENCE WE FOCUS ON A LIMITED PRODUCT
RANGE FOR A SPECIFIC AND DEFINED TARGET MARKET THAT WORKS WELL.
OUR BRAND HAS TAKEN CARE OF PROCEDURES AND NORMS RELATED TO DESIGN, MARKET, TECHNOLOGY,
INNOVATIONS, AND
QUALITY OF LIFE SO THAT THE MARKETING AND PRODUCT DESIGN BECOMES AN INTEGRAL PART OF THE CRAFT UP-
GRADATION AND REPOSITIONING.

17. BibliograpThy:
https://www.ipl.org/essay/Handicraft-Marketing-Mix-PKEAYSK6CE86
indiacrafts.com
crafthouseindia.com
creatopy.com
theworkathomewomen.com
exclusivelane.com/everything-you-need-to-know-about-Indian-wooden-
handicraft
Vceela.com – challengesfaced by artisans
yourbusiness.azcentral.com
exclusivelane.com
www.atharna.com
qualtris.com
craft.co.in
brandyuva.in
spglobal.com
googleimages.in