1. INTRODUCTION
Jharkhand Silk Textile and Handicraft Development Corporation Ltd. (JHARCRAFT) is a govt.
of Jharkhand undertaking under Industry Department and is registered under section 26
under Companies Act. 1956.The mission henceforth is “Creating opportunities and changing
lives”.
The acceptance of the products (categorised into primarily 3 divisions mainly
Silk, Handicrafts and Handlooms) by the urban people with the help of various
communication strategies (either ATL,BTL or TTL) to better suit the target audience or to a
macro level converting the non-users to users.
The study is in accordance with the traits and strategies required or is presently
being practised for brand acceptance and association, leading to final selling.
OBJECTIVES OF THE STUDY
To understand the products of Jharcraft for better propagation in the markets.
Better facilitation of Market and Product Development strategies.
Understanding of various factors that help devise a firm’s marketing practices.
Marketing communication or Marketing plans for product acceptance among the
target audience.
METHODOLOGY ADOPTED
In-depth study of the organization and its current policies and practices adopted.
Quantitative assessment (from the annual report and various secondary sources)
and Qualitative analysis (by interacting with various stakeholders).
Types of communication and its impact measurement.
Types of selling and customer perception gauging.
EXPECTED OUTCOME
The project will delve into the marketing practices currently employed and its
possible outcomes in the market.
The remedial measures that ought to be adopted to plug the lacunae (if any) within
the present practices for better sales prospect.