marketing handcrafted textiles
Post on 19-Aug-2015
6 Views
Preview:
TRANSCRIPT
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
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
top related