Marketing business plan for Hand Made Gifts Marketing Business Plan for Marketing

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ACKNOWLEDGEMENT
On the very outset of this report, we would like to extend my sincere and heartfelt obligation towards all
the personages who have helped me in this endeavour. Without their active guidance, help and
cooperation & encouragement, we would not have made headway in the project.
We take this opportunity to express my profound gratitude and deep regards to our Prof. Sanjana
Mandal for her exemplary guidance, monitoring and constant encouragement throughout the course of
this project.
We are ineffably indebted to our Director Dr. Shekhar Chaudhari, Principal Dr. Tamal Dutta Choudhuri
for conscientious guidance and encouragement to accomplish this assignment.
We also acknowledge with a deep sense of reverence, gratitude towards my parents who has supported
me morally and keeping faith in me.
Lastly, gratitude goes to all of my friends who directly or indirectly helped us to complete this project
report.

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TABLE OF CONTENT
Sl.
NO
TOPICS PAGE
NO.
1 EXECUTIVE SUMMARY 3
2 INTRODUCTION 4
3 BUSINESS DESCRIPTION 4 – 6
4 MARKETING MIX 7
5 SEGMENTATION 7
6 TARGET MARKET 7
7 POSITIONING 8 – 9
8 INDUSTRY ANALYSIS 9 – 11
9 ORGANIZATIONAL PLAN 11
10 AUTHORITIES AND RESPONSIBILITIES 12
11 PRODUCTION PLAN 13
12 PRODUCTS 14 – 15
13 PRICE 16
14 DISTRIBUTION CHANNELS 16 – 17
15 PROMOTION 17
16 FINANCIAL PLAN 18 – 19
17 SWOT ANALYSIS 20

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EXECUTIVE SUMMARY
What was once a creative hobby for three friends and a central part in their efforts to stay in touch has
turned into a passion, as the three friends spend hours designing, stamping, cutting, and assembling,
habitually filling each other's mailbox and gifting with cards, envelopes, and gifts. This passion for
cards and gifts has spread to other individuals as well, as these friends were now skilfully creating
cards that are handcrafted, personalized, and unique so that the others might benefit from and enjoy
such a gift. Handwritten cards and gifts are a means of communication that touch lives, as they
distinctly identify thoughts, words, and activities; they comfort, inspire, celebrate, and stir a vast
range of emotions. Smiles for miles is a business whose motivation is to craft that "special" card and
gifts with tender hands, so that others might also be able to celebrate those meaningful moments,
express their innermost thoughts, and communicate with those they cherish. Greeting cards and
creative handmade gifts are one of our culture's foremost tools of communications, and this industry
has a constant and continual need for art and alternative designs.
Smiles for miles is a newly founded organization incorporated as a limited liability company located
in Kolkata, West Bengal. The company's sole product is a collection of handmade greeting cards,
gifts, candles etc. Smiles for miles is committed for creating the finest handmade greeting cards and
gifts available; each gifts and cards being designed and assembled with great care by individuals who
have an eye for detail. Our objective is to create handmade gifts and greeting cards, for every
occasion, of unmatched quality, originality, and uniqueness. We are committed to creating an
exceptional product, as our product is a direct reflection of our name and our philosophy. We want
our customers to make a statement when they use our greeting cards, expressing our tagline, "Travel
a mile for the smile". We have a strong work ethic that is at the core of our commitment to the values
of respect, integrity, fairness, and responsibility.

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INTRODUCTION
A wedding, the birth of a child, a new home, an important birthday… All of these are events that mark
our lives forever and should be celebrated with a gift you can cherish for a lifetime. Every person is in
search of attractive and innovative products for purpose of exchanging gifts. There are numerous
businesses offering a variety of products for customers to fulfill their needs. But demand for handmade
gift items is substantial. People like to purchase handmade items as gift because when an item is
handmade, a little part of the creator of that piece goes into it. Artists put their ideas, personality, style,
and often blood, sweat, and tears into their work which makes that work unique.
The fashion for handmade items as a gift is Evergreen. People prefer to purchase handmade stuff as it
provides them with a level of individuality which is not available from mass market retailers. They prefer
personalized gifts on lavish items.
An informal survey of Kolkata showed that there are many House girls who have keen interest in making
different handmade items. They duly create many innovative ideas but unfortunately most of them have
no platform to expose their talent and skills.
Thus idea of “Smiles for miles” is to establish an outlet that makes available a variety of handmade items
under one roof and to provide a platform that will facilitate both i-e talented house girls and customers.
By offering a variety of handmade products to customers having demand for them we will enable these
homemade girls to earn being at home.
In order to check the demand and potential for our idea we conducted a survey in our target market. We
came to know that it is a good time to launch such a project as people showed a high interest for it. First
of all we are going to launch it only in the West Bengal. In future, in response to its scope we shall
expand it throughout province of Jharkhand and orissa. After achieving this long term object our intention
is to enter into international market.
BUSINESS DESCRIPTION
Idea of “Smiles for Miles” is to provide a large variety of innovative and creative handmade items under
one roof. The name of our organization is “Smiles for Miles” which is actually an effort to provide
exceptional items for special celebrations and occasions. It is basically a manufacturing as well as
merchandising business in which we are going to present a wide assortment of handmade items.
We have started our business as partnership business. We are five partners who share equally in startup
capital and hence are entitled to share equally in profits. Any other need for capital will be entertained by
respective bank.

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Point Of Uniqueness:
All the things and the services we are providing may not be unique according to the range of things now
days. Present businesses may be providing a large variety of gift items but the difference is there that the
things provided by us are purely handmade. Creative ideas are used to turn a rubbish and useless stuff into
innovative design. There is no such business prevailing in our target market. This is the point of
uniqueness in the particular geographical area in which our business lies.
Products:
A variety of hands made items is provided under one roof, which include:
 Handmade Gift boxes
 Handmade Wedding boxes
 Handmade Cards
 Handmade Baskets
 Handmade Candles
 Handmade Jewellery
 Handmade decoration pieces
Vision :
To become the creative house of first choice in our chosen areas
by building beneficial and lasting relationship with customer
Through a process of continuous improvement.
Mission:
To convert the creativity into reality in hand!
OVERALL OBJECTIVE BEHIND THIS STARTUP:
Main Objectives:
Main objective of Smiles for Miles is to glorify the different occasions of our customers by providing
exclusive and quality products. Our modish style reflects a sense of taste that urges the customer to
express his or her feelings by selecting a gift from a variety of innovative product for their dear ones.

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Commitment To Well-Being
We believe well-being is the cornerstone of personal and professional growth. Without personal
and professional well-being, our mission cannot be achieved.
Commitment To Our Time Management System
We believe our time management system should be utilized in all business activities to provide
maximum efficiency and effectiveness for our customers. We will move towards managing our
time and setting specific goals within that time.
Commitment To Excellence In All We Do
Our philosophy is to achieve excellence in all that we do. All efforts of our team are directed
towards achievement of maximum quality.
Commitment To Incredible, Outstanding, Unbelievable customer Service
We believe in extending such incredible service to all customers that they feel real sense of
creativity in our establishment. We constantly anticipate, meet, and exceed our customers'
expectations.
Commitment To Innovation
We believe our strength lies in our passion to implement new ideas and embrace change. We
realize that innovation involves risk of failure, but we choose to face risk of failure in our pursuit
of success rather than fail passively.
Short term goal
Presently the short term goal of our company is to successfully launch the product in the market
and make the consumers aware of the product by way of advertising and promoting the product to
the niche market.
Long term Goals
The long run goals of our company is to efficiently bring out the profit from the investment done
in the short run and in future try to cover the niche market and bringing always an unique product
capture the whole market.

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MARKETING MIX
 Product: - Our concept is to bring into the market these unique handmade product to the customers hand.
 Pricing- Smiles for Miles will be charging a per gfit fee for the different unique gifts stock produced.
Regarding the custom gifts, a price can be quoted once the customer decides on the ingredients that they
want.
 Distribution- While the orders for the baskets can be placed on our secure Website, by phone, or at the
office, the distribution of the product will occur from the office and can be shipped to any Indian address.
 Advertising and Promotion- A Website, brochures, and networking will be used to raise awareness and
generate sales.
SEGMENTATION
Smiles for Miles target segment are all the people of West Bengal, who love creativity, which includes
upper, middle and lower middle class. Along with this Smile for miles has segmented its target segment
into the following category:
Geographical Segmentation
Smiles for Miles is a start-up business; therefore it has geographically segmented its target market. This
geographical region is West Bengal.
Psychological Segmentation
Psychologically targeting, Smiles for Miles is concentrating its focus on Elite class, Middle Class and
Lower Middle class.
TARGET MARKETS
Smiles for Miles has two distinct groups of customers, individuals and corporate customers:
1. Individuals- The individuals are people who are looking to give a friend, relative, colleague, etc.,
a hand made gift as a gesture of goodwill. These customers typically do not have a specific type of
gift in mind when they look at Smiles for Miles product offerings, they just want to give a gift.
2. Corporate- The corporate customer is typically buying the gift for a colleague at work either as a
sign of appreciation or for a special event or as a thank you for a customer. The corporate market
can be further broken down to banks, health care, employment gifts, real estate, apartments,
special events/promotions, corporate headquarters, hotels/vacation resorts, and automobile
dealerships.

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POSITIONING
FUNDAMENTALS
 As we know Positioning is the single greatest influence on a customer’s buying decision we as
smiles for miles come up with a valid reason to be positioned in the mind of the customers
 Each customer evaluates products in the market according to their mental map of the market as we
are reaching to the happiness of the customers the product comes to their mind easily when it
comes to smile
 Positioning exists in customers’ minds, not in positioning statements so being in the mind of the
customer for everlasting unique product will make them and their moment more special and will
create a long term relationship for us
 People do not easily change their minds as they will get the customized gifts according to their
wish
 Our handmade customized gifts will suffice the need of the giver and the beholder.
The positioning smiles for miles will help to express the fundamental value proposition that we are
providing to a target customer and the market. It must identify the:
Target customer or market
Compelling reason to buy
Product’s placement within a new or existing category
Key benefit that directly addresses the compelling reason to buy
Primary alternative source (that is, competitor) of the same benefit
Key difference or point of differentiation
Positioning statement
The positioning template enables you to create a positioning statement, which explains who you are,
what you offer, whom it is for, and why it is important and compelling.
The positioning statement should meet several key criteria:
It effectively identifies the target customer or segment, and makes the situation clear and
understandable.
It makes your claim (and related benefit) concise, singular and compelling and supports it by credible
evidence.
It makes the differentiation statement concise, singular, compelling, and supportable, and it reflects
the target customer’s attributes and environment.

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It passes the “elevator test” (that is, it can be explained in a few words).
Using the template, a positioning statement can be structured like this:
For (target customer or market)…
Who (have a compelling reason to buy)….
Our product is a (product’s placement within a new or existing category)….
That provides (key benefit that directly addresses the compelling reason to buy)
Unlike (primary alternative source [that is, competitor] of the same benefit)
Our product (key difference or point of differentiation in relation to the specific target customer)
Positioning and market type
In a new market, you must define the market and your company’s place within it. This involves
positioning your company to visionary buyers as a thought leader within an emerging, highly
promising market category. You must also demonstrate your product’s benefit or competitive
advantage against existing products and the status quo.
In an existing market, the positioning changes. Here, it must demonstrate to economic buyers and
end-users that your product and application are the most credible and comprehensive option for the
customers’ needs. In order to achieve the desired positioning, your communication must clearly
articulate your unique points of differentiation.
INDUSTRY ANALYSIS
The industry of handmade items is mostly operated in local environment. In addition, in this perspective
the rate of advancement is slow. However, there is possibility of high advancement in the market because
a big segment of market has psyche of been attracted by creative handmade talent much quickly. Due to
that, industry contains more potential and depth to invest in that business.
Competitive Analysis:
Competitive analysis involves a look on competitors of Smiles for Miles and competitive position of
Smiles for Miles . While discussing the competitive position of “Smiles for Miles” following factors can
have greatly influence:

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Threat of new entrants
Bargaining power of buyer
Bargaining power of supplier
Rivalry among competitors
Substitutability
Threat Of New Entrant (HIGH)
Threat of new entrants for Smiles for Miles is high. This is because trend for use of handmade items is
evergreen. Start up cost is also low which shows that there are low entry barriers. This attracts the new
entrants to get enter into this business.
This threat can be lowered by maintaining a sustainable competitive advantage of providing quality
products and innovative designs.
Rivalry Among Competitors (LOW)
Rivalry among competitors is low for Smiles for Miles as there are a few competitors in whole industry.
In target market no direct competitor exists so Smiles for Miles has a golden opportunity to capture
maximum market share.
Substitutability (HIGH)
Threat of substitute for Smiles for Miles is very high. There are a lot of substitutes available in market for
products of Smiles for Miles . High prices of Creative than prices of readymade items in market have
lowered switching cost for Smiles for Miles’s products.
Bargaining power of Buyer (HIGH)
Bargaining power of the buyer with Smiles for Miles is high because of the availability of so many
substitutes in the market.
Bargaining Power Of The Supplier (LOW)
Bargaining power of the supplier is low. Because of availability of large number of suppliers in the
market, Smiles for Miles is in better position to defend its interest. There is significant number of home
artisans who are willing to supply their products to Smiles for Miles for sale. Smiles for Miles’s power to
negotiate with them in its own favor is high.

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COMPETITIVE FORCES THREAT TO INDUSTRY PROFITABILITY
LOW MEDIUM HIGH
THREATS OF NEW ENTRANTS 
BARGAINING POWER OF
BUYER

BARGAINIG POWER OF
SUPPLIER

RIVILARY AMONG
COMPETITORS

THREATS OF SUBSTITUES 
ORGANIZATIONAL PLAN
Form of Business:
Smiles for Miles is a partnership business in which 5 partners are contributing towards capital and sharing
the proceeds of business. It has been established on base of Partnership act, 1932.
Partnership Deed:
The partnership deed includes the basic agreement between the partner explaining their duties and
liabilities. It also explain the which function will be performed by whom.
Members:
We are five main members of the partnership firm who shares equally in the capital and profit. These
members include:
Names Capital Invested
Aditya Jhunjhunwala 1.25 lac
Ankita Chakraborty 1.25lac
Harsh Bansal 1.25lac
Nikki Kumari 1.25 lac
Twinkle Saharia 1.25 lac

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AUTHORITIES AND RESPONSIBILITIES
The current team, composed of five members, will run Smiles for Miles. Each of team members has
developed skills in specific areas that will help the firm to reach its goals. There will not be involvement
tremendous financial resources in the human resource field because the firm intends to remain closely
supervised for the first couple of year.
Aditya Jhunjhunwala (Finance manager)
Ankita Chakraborty (Marketing Manager)
Harsh Bansal (Supply-chain Manager)
Nikki Tiwari (Production Manager)
Twinkle Saharia (Operational Manager)
BOD
Finance
Manager
Marketing
Manager
Supply -chain
Manager
Production
Manager
Operational
Manager
Sweeper
Wacthman
Office Boy

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PRODUCTION PLAN
Manufacturing
Our products will be manufactured in our production outlet. There will be a separate portion behind outlet
that will serve as production area. We will produce the products our self. A joint contribution will be
made by all five members for production process. All of girls will work directly under authority of
operational manger. Creative ideas for innovative products will be explored through brain storming
sessions.
Production process of Smiles for Miles involves following steps:
Purchase of material and accessories
For making cards and shopping bag, chart paper is essential thing. Satin ribbons, shimmering bows,
Laces, glue and other material will also be needed to make glorious products. Including all these, other
necessary accessories will be purchased from our regular suppliers in bulk so that cost minimization can
be made. Necessary raw material required for making different types of “Dough“ will also be purchased.
To produce unique styles of candles, wax gel will be purchased in bulk along moulds of different designs.
Other than above material, waste jewellery accessories will be acquired to be used as base for handwork.
Production Process
Cards of inspiring designs, gift boxed of various sizes and unique wedding boxes will be made through
handwork and using appropriate stuff.
Dough will be kneaded in quantity enough for use in whole months. Once the dough is prepared, it will be
kept in special greased containers. Different jewellery items will be made using moulds of various sizes.
Artistic designing will be made on these items using dough flowers.
Using handwork and special techniques wax gel will be converted into candles of different designs and
will be embellished using different accessories.
Packing:
Different gift and jewellery items will be made available in striking packing. Smiles for Miles’s
monogram will be printed on each item’s packing going to be sold at outlet.

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PRODUCTS
A list of magnificent products of Smiles for Miles involves following product lines:
Handmade Cards
Handmade Gift boxes
Handmade Wedding boxes
Handmade Shopping Bags
Handmade Candles
Handmade Jewellery
Handmade decoration pieces
Handmade Cards
Handmade greeting cards in a variety of styles and sizes are offered for special occasions. Unique ideas
are used to embellish the cards for making special movements more special. Birthday cards, wedding
cards, anniversaries card, friendship cards and beautiful cards for many other special events are offered.
Wedding Boxes
Gorgeous Boxes of different sizes to carry different things that are usually used in wedding ceremonies as
gifts are offered by creative. Wedding gifts are always very appealing when they come in adorable
packaging. Our unique wedding gift boxes will surely do the job of impressing customers while reflecting
their unique style.

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Handmade Shopping Bags
Our talented and creative team members have poured their heart out to
create the exotic collection of handmade shopping bags. These handmade
paper shopping bags are made with durable and strong card papers that
combine both utility and aesthetics. All these handmade paper bags are
flawlessly designed with beautiful papers and meet the demands of diverse
clients.
Handmade Candles
Decorative candles are uniquely versatile decor items that add a new look
and spark to our home and our special events as well. Buying the
Decorative candles for your home or for gifting to someone special, is the
best thing you can do to please yourself. Beautiful candles with innovative
designs are splendid offer by Creative.
Handmade Decoration Pieces
Different decoration pieces ornamented with beautiful work of handmade dough flowers to decorate the
houses and even for offices, are also included in Smiles for Miles’s
offerings
Handmade Jewelry
Flashy & filled with stylish & elegance designs, different items of
jewellery are offered. Rings, ear rings, bangles and necklaces are included
in offered jewellery item. All these items are manufactured using different moulds and dough flowers.

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PRICE
Customer’s decision to purchase a product is greatly influenced by Price tag placed on it. Smiles for
Miles has assigned reasonable and justified prices of its products which may realize the customers that
they have made their moments cherished in a unique way in very cheap prices.
Pricing Objectives
Smiles for Miles is a new business in market with unique and innovative ideas. It wants to have high
growth rate hence it has to set that price for its product, which gives maximum possible profits in the
initial couple of years.
Smiles for Miles’s handmade products are more expensive than those from a factory assembly line, but
for very good reasons. The extra time, effort, passion and expertise that goes into its handmade products
are what make them worth the extra price to buyers.
DISTRIBUTION CHANNELS
Initially Smiles for Miles is operating only from one outlet, so it does not have any complicated
distribution channel right now. Smiles for Miles is mainly using the following approaches for distribution:
Direct Selling – Smiles for Miles will directly sell its products to target consumers. First it takes the
raw material from the suppliers. Using that raw material a variety of innovative and appealing
products will be produced on the outlet of it by its skilled staff. These products are sold to customer
when he/she visits the outlet. In direct selling following model is used by Smiles for Miles:
Name of items Price Mark Up
Greeting cards 100-150 35%
Wedding Boxes 200-250 35%
Gift Boxes 150-200 35%
Candles 350-400 35%
Decoration pieces 500-2000 35%
Jewellery 500-1000 35%
Shopping bags 100-150 35%

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Courier Service – Smiles for Miles will also conduct business online. Due to advancement in
technology and rapid adaptability of internet, it has been crucial for it to expand its business activities
over internet. Online orders in response of effective electronic advertisement will be received and
shipment of these orders will be made through Courier Company.
PROMOTION
Smiles for Miles will use Marketing communication strategy for promotion of its products. This Strategy
involves promoting heavily to potential customers, which will create a demand that will pull the products
through the distribution channels. A handsome amount is set aside from financial resources for heavy
promotion of business in starting years. For promotional activities unique logo and corporate colours will
be used in all means communications.
Suppliers Creative End consumers
Online Orders Shipment End consumers Online Receipt

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FINANCIAL PLAN
Smiles for Miles being a new business needs a high capital investment to recover its expenses like
advertisements, salaries along with the cost of production. Thus Smiles for Miles is investing 625,000 as
its initial capital investment.
Sources of funds:
Smiles for Miles has five active partners, who are fulfilling the whole capital requirements to meet its
startup cost. Capital Structure of Smiles for Miles includes only Equity. No debt is included to raise funds
because it has an extra burden of expenses as interest, which results in lower profits.
Equity Structure
Names Capital Invested
Aditya Jhunjhunwala 1.25 lac
Ankita Chakraborty 1.25lac
Harsh Bansal 1.25lac
Nikki Kumari 1.25 lac
Twinkle Saharia 1.25 lac
Budget for production of units:
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC Total
Sales
(Estimated)
100 130 140 145 145 155 160 165 175 185 190 200 1890
+Ending
Inventory
10 20 25 20 15 25 25 30 35 40 40 45 -
Units Available
For Sale
110 150 165 165 160 180 185 195 210 225 230 245 -
-Opening
Inventory
0 10 20 25 20 15 25 25 30 35 40 40 -
Units To Be
Produced
110 140 145 140 140 165 160 170 180 190 190 205 1935

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Estimated Production Cost
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC Total
Material 2310 2940 3045 2940 2940 3465 3360 3570 3780 3990 3990 4305 40635
Laces 2640 3360 3480 3360 3360 3960 3840 4080 4320 4560 4560 4920 46440
FOH 5000 6000 6500 6000 6000 7000 6500 7000 7000 7500 7500 8000 80000
Total 9950 12300 13025 12300 12300 14425 13700 14650 15100 16050 16050 17225 167075
Per Unit Cost
= Cost of units produced
Number of units produced
= 167075
1935
= 86.34
Estimated Operating Cost
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC Total
Rent 20000 20000 20000 20000 20000 20000 20000 20000 20000 20000 20000 20000 240000
Salaries 11500 11500 11500 11500 11500 11500 11500 11500 11500 11500 11500 11500 138000
Dep 5000 5000 5000 5000 5000 5000 5000 5000 5000 5000 5000 5000 60000
Advert 3000 5000 6000 4500 4500 5500 5000 5500 5500 6000 5000 4500 60000
Courier 500 1500 2000 1000 1000 1000 1500 2000 1500 2000 2000 2000 18000
Total 40000 43000 44500 42000 42000 43000 43000 44000 43500 44500 43500 43000 516000

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SWOT ANALYSIS
STRENGTHS
Innovative and Passionate partner
Huge Profit Margin
Strong market research before entry in the market.
First mover advantage to provide handmade unique item in targeted market
Operators have completed degree in Business Administration
Not necessary to rely on banks for startup finance
Provides discount for the regular customer.
Customer oriented.
Waste recourses are utilized in the best way.
Availability of significant sponsors.
On line handmade item purchasing facilities.
WEAKNESSES
Lack of practical experience in mass production of stock
Low profits in the early stages of the business.
Lack of awareness among public regarding the business.
Uncertainty about the business success.
OPPORTUNITIES
Level of the demand of cultural items is increasing day by day.
Drive away of Consumers from lavish items toward more personalized gifts.
No Direct Competitor in West Bengal market
Easy availability suppliers providing innovative products
People are fed up with consistency so handmade products can give them uniqueness.
Serving the under-served markets
THREATS
Decreasing purchasing power of people due to political instability in country.
Possibility of new entrants in the market due to low entry barriers.