To analyze the promotional activities of the finished jade products businesses, this study mainly emphasizes on value chain of the finished jade products of the selected businesses in upper Myanmar. Then, their internal and internal advantages and disadvantages and current promotional activities are studied.

1. Analysis on Promotion Strategies of
Finished Jade Products Business in Myanmar
By
Thet Khaing

2. CONTENTS
 Acknowledgement
 Abstract
 Introduction
 Review of literature
 Research design
 Conclusions
 Suggestions
 References
 Appendix:

3.  Myanmar, endowment of high quality jade;
 Jade found in; Hpakant, Khamti and Moenyin area.;
 Jade bought by; Chinese producers and they create finished
products in their country,
 Jade export of mainly compose;
 raw jadeite, especially Imperial Jade,
 together with a handful of finished products,
 Myanma Jade production exports;(current situation)
 raw jade has increased ,
 finished jade products are still low.
Introduction

4.  Promoting this industry can make several benefits for
Myanmar Economy ;
 added value to the producers,
 employment and opportunities for the local people,
 This research tends to; implement the promotion strategy and
recommend better and more effective approaches,
 study the value chain of Myanmar’s finished jade
products,
 investigate the existing promotional strategies ,
 find out the strengths, weaknesses, opportunities and
threats.
 search future potentials and benefits,

5.  Concepts of Promotion
 promotional strategies ; Every business organization needs
to use appropriate these to sell their goods,
 are indispensable to express potential customers the ideas,
opinions and benefits of the business’s products and services
clearly and understand them easily.
 are to build awareness, to create interest, to provide
information and to stimulate demand.
 Well-designed promotional strategies; ensure long-term
success, bring in more customers and ensure profitability for
businesses (Reseller Club,2017).
 Promotional activities;
 main types are advertising, direct marketing, personal
selling, public relations, sponsorship, Point-of-sale (POS),
sales promotion, exhibition and packaging.
REVIEW OF LITERATURE

6.  Benefits of Promotion ;
 helps in creating brand awareness through the utilization of
various types of media,
 maximizes customers’ utility from shopping, convenience,
efficiency, fun and pleasure,(Griffin et. Al. 1994)
REVIEW OF LITERATURE

7.  SWOT Analysis; (by the USDA ,2008)
 is used to explore the current internal and external
advantages and disadvantages ,
 can help gaining insights into the past and think of possible
solutions to existing or potential problems,
 To assess firm’s internal factors (firm’s strengths and weak-
nesses),
 To access to physical inputs, human resources, natural
resources and needed finance are taking into account,
 for evaluating the external factors , demographic situation,
and relationship with others,
 To consider trends and changes in market,
RESEARCH DESIGN

8.  To analyze the promotional activities;
 mainly emphasizes on value chain of the finished jade
products ,
 internal and internal advantages and disadvantages,
 current promotional activities are studied,
 Value Chain Analysis ; (VC Michael Porter outlined )
 is regarded as internal processes of a firm to design, produce,
promote, deliver, and support its products,
 is useful to improve efficiencies and help meeting the needs of
customers effectively,
 Value Chain Mapping;
 shows the role and situation of targeted actors in the chain
and networks.
 shows the best practices for the finished jade products firms
can be identified and implemented.
 is used rather than value chain analysis in this study,
RESEARCH DESIGN

9.  Analysis on Promotional Strategies ; to enhance business growth;
 different organizations use different promotional strategies.
 main types are push strategy and pull strategy.
 push promotional strategy :
 to create customer demand for a particular product,
 are demand-driven and are designed to sell the product to
resellers ,
 to induce the resellers to provide shelf space to the product
and to advertise it.
 main promotional activities are discounts, free trials, quality
guarantees and other persuasive means (chron.com, 2017).
RESEARCH DESIGN

10.  Pull promotional strategies:
 is a customer led promotional strategy, (example is the use of
advertising for cosmetics on television shows to persuade
ladies to buy);
 aims to persuade consumers to purchase and request more
through advertising on mass media promotion, sales
promotions and discounts, word of mouth referrals,
customer relationship management,
 needs large amount of spending on advertising and
promotional activities to build up consumer demand for a
product,
 activities are sales promotions, discounts offering and
advertising on social media,
RESEARCH DESIGN

11. Manufacturers
Wholesalers
Retailers
Consumers
Manufacturers
Wholesalers
Retailers
Consumers
Comparisons of Push, Pull Strategies of Promotio
Flow of Demand Stimulation Flow of Inform

12.  Results ; are shown by value chain mapping, SWOT analysis and
analysis on promotional activities,
 The empirical studies on Background Information;
 Empirical studies; 8 finished Jade producing businesses in
Sagaing Region.
 Interview; 8 responsible personnel from 8 firms, (the socio
demographic information (sex. age, work experiences),
 Questionnaire ; 10 questions, (year of business establishment,
number of workers, number of skilled workers, main source
of workers, source of revenue, stages of producing finished
Jade Products, types of products produced by each business,
major buyers and flows of selling products. )
RESULTS AND ANALYSIS

13. S8ource: Interview by Author (2017)
Table 4.2Business Information about the Finished Jade Production Firms

14. Table 4. 4 Push Promotion Strategies Used by Selected Businesses
Source: Survey (2017)

15. Table 4.5 Pull Promotion Strategies Used by Selected Businesses
Source: Survey (2017)

19. Overall Value Chain of the Finished Jade Products

20. Middle Market of the Finished Jade Products
in Sagaing Regions

21. Table 4.11 SWOT Matrix for Finished Jade Fabricating Businesses
Source: Author’s Compilation (2017)

22.  SWOT analysis(Internal Factors )
 Strengths
 Have long term experience in producing and fabricating,
 Able to produce traditional and innovative products ,
 Able to produce highly demanded designs ,
 Can provide jobs and income for local youths with least
costs,
 Weaknesses
 Low level of foreign market penetration ,
 Poor knowledge and information about local and
external markets ,
 Unable to buy modern equipments ,
 Exploited by middle men,(brokers, wholesalers, retailers)
Internal and External Challenges and Opportunities

23.  SWIT analysis (External factors)
 Opportunities
 New jewellery showrooms are opening up,
 Expanding new tourism sites and open up of souvenir shops,
 Rising number of tourists from rest of the world ,
 Increasing value and demand for finished jade products,
 Increasing income level,
 Booming online shops in social media,
 Threats
 Growth of raw jade exports to other countries, (China ),
 Declining access to good quality raw jade ,
 Difficulties in business expansion,
 Hard to find new generations artisans or trainees,
 Government regulations ,
 Barriers to transport raw jade,
Internal and External Challenges and Opportunities

24.  Results from empirical studies; The business information can
be observed by interviewing and questionnaires;
 main products produced by producers are Sculpture, bangle,
beads and jade slides for jewelleries,
 some businesses also produce small accessories,
 the demand for bangles and sculptures from China is the
largest,
 Results from the SWOT analysis,
 can be drawn to create options for the finished jade
fabricating businesses ,
 Need to operate well in domestic and foreign markets,
 potential approaches can be found out ,
 to resolve the challenges and weaknesses as well as enhancing
strengths and appropriate use of opportunities,
RESULTS AND ANALYSIS

25.  Results from analysis on Push and Pull strategies:
 firms rarely use advertisements in newspapers, radio, TV (all
8 firms) and billboards (6 firms)
 as well as PR activities(all 8 firms) and customer relationship
management (6 firms).
RESULTS AND ANALYSIS

26.  Based on the empirical studies,
 all firms are small in size, family businesses.
 employees less than 30 numbers,
 owners are middle aged male ,having long term experiences
having low level of education,
 main products are sculpture, bangle, beads and jade slides
for jewelleries and accessories.
 majority are sculptures and bangles
 Based on the interviews,
 all firms combine push and pull strategies of promotion,
 main push strategies; mostly used are quality guarantee,
trade fair, emporium and POS.
 main pull strategy; word of mouth and social media for
domestic market.
 low level of knowledge to use modern promotional
strategies.
CONCLUSION

27.  Based on the factors from analysis
 have ability to produce traditional and innovative products
and highly demanded designs.
 have weaknesses of low ability to penetrate foreign market,
 poor knowledge and information about expanding new local
and external markets,
 new jewellery showrooms and souvenir shops are opening up
 rising number of tourists from rest of the world,
 valuing more on finished jade products accessories,
jewelleries and consumer products by local people,
 increasing income level of people, expansion of online shops
and social media.
 threats faced by the firms are growth of raw jade exports to
China,
CONCLUSION

28.  low potential artisans or trainees,
 strict rules and regulations of government,
 barriers to transport raw jade from sources to production
firms.
CONCLUSION

29.  To resolve low negotiation and bargaining power among firms in
dealing with wholesalers, retailers and foreign buyers, jade
fabrication clusters are needed to organize,
 To improve connections with backward (raw jade suppliers ) and
forward linkages ( brokers, wholesalers, retailers and end users)
 To use effectively social media ( posting by various languages),
 To perform technical assistances, trainings and encouragement of
small firms ,
 To relax regulations and subsidize local businesses ,
 To integrate these approaches can reduce low bargaining power
among firms,
 To enhance competitiveness in the future together with effective
promotional strategies,
SUGGESTIONS

30. Thank You