Handicrafts in India, the Marketing Strategies and Innovation

1. Marketing of Handcrafted Products
-B.V.Raghunandan, SVS College, Bantwal-Karnataka
Women Entrepreneurs,
Beery, Mangalore-Karnataka
November 25, 2011

2. Marketing-the Need
• Access to
Consumers
• Demand Creation
• Scalability
• Area Penetration
• Branding
• Brand Growth
• Promotion

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. Indian Business
• Sellers Market
• Limited Business • Profitable Sales
• No Organisational • No Joint Efforts
Graduation • Limited Efforts in Direct
• Family Business Reach of Consumers

5. Marketing Requirement
• Idea
Generation
• Identification
of Material
• Designing the
Product
• Production
• Feedback
• Promotion
• Pricing
• Distribution

6. Idea
Generation
• Intuition &
Talent
• Observation
• Brainstorming
• Televisions
• Magazines
• Exhibitions
• Functions
• Internet

7. Identification of Material
• Product
• Skill
• Cost
• Innovation
• Rarity
• Class
• Customer
Choice

8. Designing the Product
• Shape
• Colour
• Feel of
Material
• Innovation
• Modern
• Traditional
• Speed

9. Production
• Own
• Training Family
Members
• Training Youngsters
• Sub-contracting
• Contracting
• Small Machines
• Health & Safety

10. Feedback
• Peer Feedback
• Brainstorming
• Functions
• Display
• Exhibitions
• Uploading to
the Internet
• Allowing School
Visits

11. Promotion
• Low Cost Promotion
• Ticker Tapes in TVs
• Pamphlets
• Exhibition cum Sale
• Joint Promotion
• Magazines
• Website

12. Pricing
• Affordability
• Class
• Dealers 'Margin
• Own Margin
• Total Cost
• Discount
• Market Study

13. Distribution
• Collaboration
• Salesmen with
Catalogues
• Festivals
• Exhibitions
• Distributors
• Own Shops
• Design a Website

14. THANK YOU