rawaj handicrafts

8/8/2019 Rawaj Handicrafts

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FINAL PROJECTBRAND MANAGMENT


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GROUP MEMBERS

Shajiah Ali

Syed Fawad Hussain

Tauheed Zahid

Nazia khatoon


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HANDICRAFTS

The product made with or without the use of tool,

simple implements or implements operated

directly by the craftsman, by hand or foot, havingtraditional or artistic features driven from the

geographical cultural peculiarities of craftsman,

and generally on a small or cottage industry and

not on mass production basis.


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HANDICRAFTS

Handicrafts are the most striking expressions of the

individualities of Pakistan regionals identities.

Pakistani handicrafts is the integrated part of the

Pakistani culture.

Eighty different kinds of handicrafts are produced in

Pakistan.

Quality of craftsmanship has been diminishing.

Need of development and promotion in this sector.


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RAWAJ

Start its operations on the first week of July, 2011.

Deals in all fields of handicrafts especially in Carpet,

Jewelry & Metal, Brass, Wooden work.


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TAG LINE

We value our traditions, we design

the skills


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MISSION STATEMENT

To provide exclusivity, variety andquality standards and therefore tocreate a mark within and outside thecountry


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VISION STATEMENT

To provide best quality products in order

to get the maximum market share andcome up with the customersexpectations


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COREVALUES AND

PHILOSOPHY We seek to deliver on our promise of value andquality above all else.

Customer satisfaction through offering high quality

products with exceptional service and good value.

Be topical, not typical.

More emphasis placed on the caliber and training

of frontline people.

We expect fairness and mutual respect in all our

activities.


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OBJECTIVES AND GOALS

Achieve maximum customers satisfaction and

customers loyalty.

Provide uniqueness and style with comfort.

We will seize every opportunity to innovate and

lead the industry on behalf of our customers.

Earn revenue.


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SUCCESSFUL OR NOT?

We are very much confident that our business plan will lead us to thetop most steps on the ladder of success.

Because:

Awhole new idea.

Large target audience.

Customer oriented.

Results of the survey match our expectancies.

Good management team

Plan is very much realistic so results are also expected to beclose to real.

Providing diversity, culture knowledge and feeling of beingproud of representative of a hometown.


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MARKETING STRATEGY

Our marketing strategy will allow us to

communicate our brand values, develop close

working relationships with our customers andsuppliers to identify the needs of our customers

in an effective manner. Continued differentiation

and growth are two goals, we have set for

ourselves.


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COMPETITORS

Haroons

Illusion

Khussa Mehal


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COMPETITIVE STRATEGY

Advantages

Small numbers of competitors.

Existing competitors are not providing a

diversified range of products and services.

Disadvantages

Difficult to price ourselves competitively when wefirst enter the market.

Terrorist activities.


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TARGET CUSTOMERS

Upper & Middle class

Foreigners


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PRODUCT

Art metal ware

Brass items

Wood ware

Hand printed textiles and scarves

Embroidered goods and clothes

Shawls as art wares

Zari and Zari goods

Jewelry and Carpets

Leather footwear

Miscellaneous handicrafts


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PLACE

The business site is located in the aristocratic sectorF-7 Markaz Islamabad.

Key features

Basement

Huge parking facility

Easily accessible

Availability of power and utilities

Easy approach for suppliers


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PRICE

The price of our products depends on the quality,

nature and size of the product.

Special discount will be offered in case of big order.

The price range of our all products is from Rs. 200 -

Rs. 50000.


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PROMOTION

Word of mouth strategy

Advertisement through electronic and print media

Commission to the selling agent For our special customers, who purchase bulk

quantity, we offer 10% discount on sale.

www.rawaj.com.pk


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Marketing strategy will consists of implementing time

tested tactics while testing new tactics to specific

audience.

Our advertising agency will be EVERNEW C

O

NCEPT. New marketing tactics will focus on utilizing more

technology based platforms to reach the customers.

Strategic plan for 3 months is as follows

January

Start working on the website

Starting e-mail campaigns

Making advertisements

PROMOTIONAL

STRATEGY


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February

Issues pamphlets and brochures

Sending advertisements in print and electronic media

March

Final e-mail campaign

Organizing events and activities

Launching our new website

Deadline

June, 6 for media plans

PROMOTIONAL STRATEGY

CONTDu


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SWOT ANALYSIS

RAWAJis well positioned to leverage its strengths

and address reasonable threats, weaknesses, and

opportunities.

The slides below highlight these Strengths,Weaknesses, Opportunities and Threats.


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SWOT ANALYSIS

Strengths

A new idea introduced into the market.

Availability of skilled persons.

Easy and cheap availability of labor and rawmaterials.

Demand in both the domestic and foreignmarkets for the handicrafts of Pakistan.

Rich craft heritage.

Willingness among women to work.


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SWOT ANALYSIS

Weaknesses

Lack of support from the government

Lack of marketing opportunities which give rise to

exploitation.

Shyness and lack of confidence of women to

market their products. Lack of affiliation with oversees handicrafts

organizations and trade related associations.


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SWOT ANALYSIS

Opportunities

Potential domestic and export markets.

Potential for Product diversification.

Linkages with large industry to enhance theefficiencies of the crafts sector.

Training to upgrade skills and pass on traitsto the coming generations.

Potential women entrepreneurshipdevelopment especially in rural areas.


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SWOT ANALYSIS

Threats

Competition is on the rise from the domestic

markets.

Rising costs of utilities and raw materials.

Unethical business practices.

Economic turndown.

Government policies.


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CONCLUSION

RAWAJ is an innovative concept of targeting the

market.

The marketing plan is tied closely to the overall

financial and business plan.

We have tried hard on focusing the psychological

aspect of advertising.

We aim to be a leader in providing quality productsthat fits into the minds and hearts of the people.


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CONCLUSION CONTDu

Pakistan has a rich history of handicrafts. The

entire wealth of timeless Pakistani handicrafts

have survived through ages. The legacy of

Pakistani culture promises everything- beauty,dignity, form and style. These handicrafts

radiate an aura of glory, exhibit hereditary

skills and show painstaking craftsmanship.


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THANKYOU

rawaj handicrafts

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