Session VIII- Rural Marketing
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Transcript Session VIII- Rural Marketing
Craft Marketing & RNFS
Xavier Institute of Management,
Bhubaneswar
Craft Marketing
Part of our cultural heritage
Craft Category
Example
A
Bamboo, Jute and Wood
B
Cloth and embroidery
C
Marble, metal and ceramic
D
Leather and Handicrafts
Classification by NABARD
Craft Marketing – Issues
Artisan mode of production Vs industrial mode of production
“Marketing Myopia”
Utility Vs decorative value
Access to markets
Stakeholders need to adapt to the emerging market realities
Continued
Working on the 4Ps is vital
Business Acumen with empathy of cultural & emotional dimensions
Margin pressure & survivalist nature
Need for end to end solution
Interventions strong as the weakest link in the chain
Craft Interventions( Indicative)
Cluster development initiatives, Example: UNIDO CDP , DC (
Handicrafts)
Corporate interventions,Example: Fabindia
Community/ individual based, Example:Khumbham Project
Co-operatives, Example: Weavers Co-operatives
Various institutional forms have advantages &
disadvantages
Fabindia
To become “ the world’s largest craft marketing organisation”
ROI of 25 percent by the second or third year of operation
Supporting the weaver by giving a fair share, technical help and
repeat orders
Standardization of procedures
Regular product diversification
Innovation, speed vital for sustained profitability
4Ps at Fabindia
Product
Institutionalised
procurement process
Advance
ordering
Systematic
order
scheduling
Clearly
mentioned
standards
Carrot & stick
approach
Price
Less price
sensitive
customer
Place
Online marketing
“ look- touch- feel”
process
Contrast to a
crowded craft mela
Creating product
synergy
Promotion
Launches
during Diwali
and wedding
season
Product
should speak
for itself
Khumbham
Aruvacode a small village near Nilambur in North Kerala
A village consisting of potters
Competition from substitutes & loss of dignity
Firing the imagination of potters for new product ideas
Mr. K B Jinan - Key Facilitator & Product Champion
How have potters responded?
Terracotta Pillars
Furniture
Continued
Terracotta Tiles
Terracotta Dinner
Set
Continued
Terracotta Journal Holder
Learnings from Khumbham
A market led product development process
Overcoming marketing myopia
Creating a wide – product range
Importance of key protagonists
Terracotta- finding a place in everyday reality
Crafts need to be never changing ever evolving
Similar experiments by RUDA in Rajasthan
Close of Session
Thank You