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Traditional Indian Traditional Indian Handcrafted Textile Handcrafted Textile Products: Products: Strategies for Strategies for Sustaining at the Sustaining at the Global Marketplace Global Marketplace Manjula Jagatramka, Manjula Jagatramka, Vaitarna : Mumbai Vaitarna : Mumbai

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Traditional Indian Traditional Indian Handcrafted Textile Handcrafted Textile

Products:Products:Strategies for Strategies for

Sustaining at the Sustaining at the Global MarketplaceGlobal Marketplace

Manjula Jagatramka,Manjula Jagatramka,Vaitarna : MumbaiVaitarna : Mumbai

We have to become single minded in our

quest to deliver better value

Consumers today are taking the time to decide what a product is really

worth

S W O T S W O T Srengths Srengths

Cultural heritage Cultural heritage History of handicraftsHistory of handicrafts Ethnic look in general "in"Ethnic look in general "in" Breadth of product range Breadth of product range The originators of ethnic lookThe originators of ethnic look More economically advancedMore economically advanced Richness of textures and coloursRichness of textures and colours

W e a k n e s sW e a k n e s s Poor finishingPoor finishing Poor packagingPoor packaging Bad quality controlBad quality control Small volumes onlySmall volumes only Buyers preconceptionsBuyers preconceptions Unreliability of supplyUnreliability of supply Capitalise on textile strengthCapitalise on textile strength Difficulty with communicationsDifficulty with communications Lack of understanding of design needsLack of understanding of design needs Lack of ability to change Opportunities Lack of ability to change Opportunities

OpportunityOpportunity

UniquenessUniqueness Innovative textiles Innovative textiles Socially ResponsibleSocially Responsible Eco-friendly (Organic)Eco-friendly (Organic) stay ahead of competitionstay ahead of competition Trade on high quality goods Trade on high quality goods the market for lower quality is saturatedthe market for lower quality is saturated Functional and stylish items - home Functional and stylish items - home

accessories accessories rather than giftsrather than gifts

ThreatsThreats

Life cyclesLife cyclesHistory of disorganisationHistory of disorganisationConsumers' fad for all things newConsumers' fad for all things newCheaper imports from the Far EastCheaper imports from the Far EastNew, more far-flung ethnic places, New, more far-flung ethnic places,

e.g. Thailande.g. ThailandMass production methods from Mass production methods from

Taiwan and the Far EastTaiwan and the Far East

F a c t sF a c t s Placement - follow upPlacement - follow up High quality traditional ProductsHigh quality traditional Products Link-up in designing the courses - Link-up in designing the courses -

internshipsinternships Regular communication between Regular communication between

producers and Institutionsproducers and Institutions Government is taking lot of initiative (Devt. Government is taking lot of initiative (Devt.

Commissioner handicrafts)Commissioner handicrafts) Zero communication between NGO Zero communication between NGO

producers & Academic Institutionsproducers & Academic Institutions

There is a sea change occurring in terms of

what satisfies customers

and what keeps them coming back for more. What worked yesterday cannot be presumed to work today, and what

satisfies well today almost assuredly will not

satisfy tomorrow

Today, the operative word in marketing and production of

textiles is value, which Webster’s New World Dictionary

defines as “a fair or proper equivalent in money, for

something sold..” If a firm’s products or services meet a

buyer’s needs and are offered at a price that buyer considers fair, we can say that that business

has created value for that buyer, and its “Value Proposition”

works for that buyer. Value is a combination of three important

factors : quality, service and price.

*Quality :(Q – factor) *Quality :(Q – factor)

The tangible, The tangible, physical aspects of a product. physical aspects of a product.

In most cases it may be atIn most cases it may be at

par with durability par with durability or serviceability or serviceability

or even wear & tear.or even wear & tear.

*Service : (S - factor) *Service : (S - factor)

This refers to both the percieved level of This refers to both the percieved level of customer service (how attentive were customer service (how attentive were those doing the attending?), and the amount those doing the attending?), and the amount of services that were purchased or offered of services that were purchased or offered along with the “product”. For example in along with the “product”. For example in textile products it can be the permanency of textile products it can be the permanency of finishes, such as waterproof or flameproof. finishes, such as waterproof or flameproof. Internet shopping or even mail order Internet shopping or even mail order catalogues offer hassle-free shopping. Free catalogues offer hassle-free shopping. Free home deliveries are picking up more and home deliveries are picking up more and more these days.more these days.

*Price : (P – factor) *Price : (P – factor)

It is perhaps the most It is perhaps the most straightforward of the three. What straightforward of the three. What did you pay for what you got ? did you pay for what you got ? That’s the price. There is a lot of That’s the price. There is a lot of scope in traditional textiles as the scope in traditional textiles as the product is exclusive and unique so it product is exclusive and unique so it can be priced high. Buy two and get can be priced high. Buy two and get one free is off late has become a one free is off late has become a trend trend

It’s when we combine these three factors together that things get

interesting. Taken together, these three factors from the “Value

Proposition” offered to customers. The challenge comes in trying to

decide what your customers value, what they consider “fair and

proper treatment”, what they are willing to pay for, what they are

willing to pay extra for, and what you realistically provide them

The customer is constantly searching for value and is less

swayed by marketing gimmickry. Today’s

consumers, regardless of where they reside, can get what they want, when they

want it, have it customized (eg. Levi) to their individual taste, and expect to pay less for it

than in the past

This tough new consumer doesn’t just shop differently.

He or she is much more apt to probe the built-in value of the product or service itself, aside from the millions spent to add a perception of value through

advertising. “Consumers today are taking the time to decide

what a product is really worth”

EXCELLENT QUALITY IS NO LONGER ENOUGH LOW PRICES ALONE ARE NOT ENOUGH EXCELLLENT SERVICE IS NOT ENOUGH

EVEN CUSTOMER SATISFACTION IS NOT ENOUGH

So, what is enough ? What is enough is what

we might call our winning formula, the right combination of

quality, service, and price our customers

want to meet their unique and

individual needs

TO WIN THE VALUE

REVOLLUTION, We MUST

OUT-THINK AND

OUT-VALUE OUR

COMPETITION

STRATAGIES FOR ADDING STRATAGIES FOR ADDING

VALUEVALUE Make the Customer’s LIFE EASIERMake the Customer’s LIFE EASIER Provide GREATER RESPONSIVENESSProvide GREATER RESPONSIVENESS Take on the CUSTOMER’S PROBLEMTake on the CUSTOMER’S PROBLEM Empower CUSTOMERS THROUGH Empower CUSTOMERS THROUGH

KNOWLEDGEKNOWLEDGE Manage the CUSTOMERS COMPLEXITYManage the CUSTOMERS COMPLEXITY Involve the CUSTOMER IN CREATING Involve the CUSTOMER IN CREATING

VALUEVALUE Provide GREATER CUSTOMIZATION Provide GREATER CUSTOMIZATION

CHOICECHOICE

Innovation Innovation

the need to “think outside the box” and the need to “think outside the box” and come up with whole New products, as come up with whole New products, as

well as to improve continually our well as to improve continually our existing offering in ways that enhance existing offering in ways that enhance our customer’s perception of quality, our customer’s perception of quality, service and price. Price discounts for service and price. Price discounts for better value in terms of price factor. better value in terms of price factor.

Advertising campaigns like Advertising campaigns like “Dhoondte “Dhoondte Rah Jaoge”Rah Jaoge” for stain removal are for stain removal are impressive examples for product impressive examples for product

quality quality

AffordabilityAffordability

designingdesigning or or redesigningredesigning

ourour offerings offerings so that our so that our

priceprice matches our matches our

customer’s needscustomer’s needs..

Ariel for masses Ariel for masses

It’s when we combine these three factors together that things get

interesting. Taken together, these three factors from the “Value

Proposition” offered to customers. The challenge comes in trying to

decide what your customers value, what they consider “fair and

proper treatment”, what they are willing to pay for, what they are

willing to pay extra for, and what you realistically provide them

Customer feedbackCustomer feedback

the need the need to involve customers to involve customers

in our offering & in our offering & to analyze the customer’s way to analyze the customer’s way

of using and devising value of using and devising value from our product from our product

Need for comfort in clothing Need for comfort in clothing

Simplicity Simplicity

what we might call the what we might call the

““KISS” factorKISS” factor

Thank you