Marketing of Handcrafted Products-B.V.Raghunandan, SVS College, Bantwal-Karnataka

Women Entrepreneurs,Beery, Mangalore-Karnataka

November 25, 2011

Marketing-the Need

• Access to Consumers

• Demand Creation• Scalability• Area Penetration• Branding• Brand Growth• Promotion

Small Entrepreneur-

Features

• Family Affairs• Small Scale• Convenience limits

business• Branches are not

opened• No collaboration• Less Employees• No Training to

Outsiders• Reducing Popularity

Indian Business

• Sellers Market• Limited Business• No Organisational

Graduation• Family Business

• Profitable Sales• No Joint Efforts• Limited Efforts in Direct Reach

of Consumers

Marketing Requirement• Idea

Generation• Identification

of Material• Designing the

Product• Production• Feedback• Promotion• Pricing• Distribution

Idea Generation

• Intuition & Talent

• Observation• Brainstorming• Televisions• Magazines• Exhibitions• Functions• Internet

Identification of Material

• Product• Skill• Cost• Innovation• Rarity• Class• Customer

Choice

Designing the Product

• Shape• Colour• Feel of

Material• Innovation• Modern • Traditional• Speed

Production

• Own• Training Family

Members• Training Youngsters• Sub-contracting• Contracting• Small Machines• Health & Safety

Feedback

• Peer Feedback• Brainstorming• Functions• Display• Exhibitions• Uploading to

the Internet• Allowing School

Visits

Promotion

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

Pricing

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

Distribution

• Collaboration• Salesmen with

Catalogues• Festivals• Exhibitions• Distributors• Own Shops• Design a Website

THANK YOU