Maha Fashion Corner & Academy

Marketing Mix

Golden Eagles Present

Contents• Introduction • Marketing Mix Analysis • Marketing Mix Problems • Solutions • Suggestions and Recommendations• Conclusion

Intro- Maha Fashion Corner• Organization: Maha Fashion Corner & Academy. • Owner: Mrs.Y.Manchula• Type of the Organization: Sold properties • Registration: NAL/DS/1184 • Address: No-25, Burudi Lane,

Ariyalai, Jaffna.

• Type of the business activity:1. Providing the handmade jewelry course and art works. 2. Selling the handmade jewelry items

1. Providing the handmade jewelry course and art works.

Main courses: Basic courseAdvance courseDiploma course

2. Selling the handmade jewelry items

• The marketing mix refers to the set of actions, or tactics, that a company uses to promote its brand or product in the market. 

Marketing Mix

• A product is anything that can be offered to a market or attention, acquisition, use or consumption that might satisfy a want or need.

• Products that are marketed include physical goods, services, experience, events, persons, properties, organizations, information and ideas.

•  In retailing, products are called merchandise. In manufacturing, products are bought as raw materials and sold as finished goods.

01.Product

Product decisions

Product Decisio

ns

Brand Name

Packaging

QualitySales After

services

What to Offer

Product Classification

Product – Maha Fashion Corner

Necklaces

Necklaces

Earrings

Rings

Gift cards and Gift voucher

Basic course

Advance course

Diploma course

Product

ServiceMAHA FASHION CORNER

& ACADEMY 

Product Clssification(Tangibility & Intangibility)

Packaging• They mainly use handmade packages for their

products with Polyethylene packages.

Quality• Customer’s point of view they believe the handmade jewelries and

art works are in good quality. We have to measure the quality of this kind of products based on the customer’s satisfaction. There is no any generally accepted standards or quality measurers like SLS, ISO.

Product mix.• Product mix, also known as

product assortment, refers to the total number of product lines that a company offers to its customers.

• The four dimensions to a company's product mix include width, length, depth and consistency.

Jewelry Making

Fashion Jewelry Making

Terracotta Jewellery

Silk Thread Jewelry

Terracotta Jewelry

Art Work

Fabric painting

Glass Painting

Pot Painting

Paper Quality

Stocknet Flower Making

Fashion Candle

Other Art Works

Cloth Work

Saree Work

Screen Painting

Wall Hanger Making

Course Providing

Basic Course

Avance Course

Diploma Course

Width

Depth

Length 

Maha Fashion Corner - Product Mix

From Owner’s talk……

02.Price• The price of the product is basically the amount that a

customer pays for to enjoy it. Price is a very important component of the marketing mix definition.

• It is also a very important component of a marketing plan as it determines your firm’s profit and survival. Adjusting the price of the product has a big impact on the entire marketing strategy as well as greatly affecting the sales and demand of the product.

Steps in Setting Price• Select the price objective• Determine demand• Estimate costs• Analyze competitor price mix• Select pricing method• Select final price

Pricing strategies

Price Mix of Maha Fashion Corner.• Normally they classified into three categories of their training course and this three type of courses

are having different value. Basic course – 5000/- Advance course-10000/- Diploma course-15000/-

• The cost of this course is 20%, other 80% is there profit margin.

Course Course fees

Cost Profit

Basic 5000 1000 4000Advance 10000 2000 8000Diploma 15000 3000 12000

Cost

20%

Profit80%

Course fees

CostProfit

She receive Rs.10000/- per day with transport, food and accommodation for Department base course providing service. 

Sometimes she is providing her service without any course fees.Eg: Recently Screen Printing Technology course was provided by her institution for “Women in need Organization” without any fees. 

For foreign exports her profit margin is 200%.

  She adds an acceptable profit margin for other tangible products.

3,200/-

From Owner’s talk……

03.Place• Placement or distribution is a very important part of the product mix definition. You have to

position and distribute the product in a place that is accessible to potential buyers.

• This comes with a deep understanding of your target market. Understand them inside out and you will discover the most efficient positioning and distribution channels that directly speak with your market.

• There are many distribution strategies, including:• Intensive distribution• Exclusive distribution• Selective distribution• Franchising

Place mix in Mahi Fashion Corner & Academy.•She uses her own house for her all kind of business activity, which is located in No-25, Burudi Lane, Ariyalai, Jaffna. •She believes this place is very suitable for her business activity, because which is very easy to access the bus stand. (Nearly 200M away) and peaceful environment for conducting the classes.•She is also sending the goods to other districts by koerier service.

•She sends raw-materials for her friends by bus, Normally Batticalo and Trincomalle buses are using by her without any charges.• She is selling her goods by direct selling for some customers.Now she gave the right to sell her products to Shoppy beauticians. •She uses her own motor bike for his transport purpose, when she goes to conduct the classes outside.•She uses the department vehicles, when she goes to conduct the lecturers for department students. (Transport allowance is also given by them)•She exports some goods for foreigners by koerier service with the koerier charge.

From Owner’s talk……

04.Promotion• Promotions refer to the entire set of activities, which communicate

the product, brand or service to the user. The idea is to make people aware, attract and induce to buy the product, in preference over others. 

• Promotion is comprised of various elements like: Sales Organization Public Relations Advertising Sales Promotion

Promotion Mix in Mahi Fashion Corner & Academy.• Their main promotion media is Social Media, like Facebook and G-mail.Facebook Page -

Mahi Fashion Corner and Academy.

• They are having own commercial web page – http://mahafashioncorner.com/

• Every year she gives advertisements to Newspapers. (Uthayan, Thinakkural, Valampuri) She gave many interviews to newspapers and magazines about her business activities.

• Their main promotion method is “Exhibitions”. Every year Industry Development Department conducts a provincial level exhibition on

August and national level exhibition on December, They usually participate this exhibition. DS office and samurthi office also conduct the exhibitions frequently, they participate this

all kind of exhibitions. She won 47 Provincial level awards and 2 national awards. In 2010 & 2011 she won the national awards. She also participated an exhibition “Entrepreneur’s” conducted by university of Jaffna in

2015 & 2016.

From Owner’s talk……

• Of both target market and people directly related to the business. Thorough research is important to discover whether there are enough people in your target market that is in demand for certain types of products and services.

• The company’s employees are important in marketing because they are the ones who deliver the service. It is important to hire and train the right people to deliver superior service to the clients, whether they run a support desk, customer service, copywriters, programmers…etc.

05.People

People in Maha Fashion Corner•There are 5 students usually help to her business activities.

Premila Priya Ushananthy Marena Jaculine

•Their target customers are mainly Department staffs and also exports her products to foreign customers. Australia Canada

06. Process• The systems and processes of the organization affect the

execution of the service.• So, you have to make sure that you have a well-tailored process

in place to minimize costs.• It could be your entire sales funnel, a pay system, distribution

system and other systematic procedures and steps to ensure a working business that is running effectively.

• Tweaking and enhancements can come later to “tighten up” a business to minimize costs and maximize profits.

Jewelry Making Process

Determine the

Requirement

Selecting the appropriate

supplier (India-

Bombay)

Purchasing the raw

materials through post

Check the quality of the

products

Make the Payment via

bank

Select the Appropriate

supplier

Make the jewels according to the

customer’s want

Make the jewels

Send the finished product through suitable

distribution channel

Collect the payment by

cash

Raw-material Purchasing process

Finished good sending process

07. Physical Evidence• The direct sensory experience of a product or service that

allows a customer to measure whether he has received value.

• Examples might include the way a customer is treated by a staff member, or the length of time a customer has to wait, or the environment in which a product or service is delivered.

Physical Evidence of Maha Fashion• They are the one and only Producer of Handmade jewelry

designers in Srilanka. They are having the monopoly advantage in Srilankan industrial context. So Maha Fashion have manipulated their consumer perception.

Marketing mix - Issues

• Quality issues when export the products out side the srilanka.

01.Product

• The key question is, can we ensure continuity of supply?

• Packaging and Labeling Problems• There is no sales after services.

02.Price• Pricing Over the Life Cycle of

the Product• There is no discounts • Problem in selecting the pricing

objective.

• She uses direct marketing for local customers there is no any other well developed distribution channels.

• Koerier damages.

• Product damages when sending by bus.

03.Place

• She don’t organize any sales promotion activities.

• There is no mass level advertisements.

04.Promotion

• There is no adequate staff members in this organization.

• She only target department staffs to supply her products.

05.People

• Lack of human resources.

• Lack of knowledge of staff members.

Marketing mix - Solutions

• The only way to survive in our competitive world is by obtaining full customer satisfaction through the consistent delivery of high quality products and services.What these methods have in common is what I call 5 keys to Building Quality:

1.Continuous Improvement philosophy2.Consistency in everything you do3.Teamwork as part of the culture4.Routine Measure and Analysis5.Training for all

01.Quality

02.Packaging• The product packaging design plays a very important role in

branding your items in the retail environment. One thing that should be noted is that the ‘catchier’ the design is, the more audiences it will attract. A good packaging will also enable you to differentiate the products from your competitors.

• Physical protection• Attraction• Convenience• Information transmission • Affordable• Great value• Environment concerns 

The purposes of packaging and package labels

03.Determine the correct pricing objective.

• Pricing objectives or goals give direction to the whole pricing process. Determining what your objectives are is the first step in pricing. Selecting the correct pricing objective is most important one.

• Offering potential customers discounts on purchases is a way to quickly draw people into your store. Anytime you tell a customer that he can save money, you’re likely to get his attention. 

04.Offering Discounts

Meet GoalsIncrease SalesFree Up RoomAttract CustomersReputationSave Money

• Marketing actually comes after you’ve made this decision; it’s the strategy you use to reach your distribution channel. That’s why identifying a distribution channel is so essential.

• She have to open a retail shop to sell their products.

05.Selecting the correct distribution channel

06.Selecting the safe distribution

• They are facing many when send the products through mail & transport service to avoid damages and other costs.

07.Improve the promotion activities• Promotion refers to raising customer awareness of a product or

brand, generating sales, and creating brand loyalty. We found that they can improve their promotion mix in a acceptable manner.

1. To present information to consumers and others.1. To increase demand.2. To differentiate a product.

From Owner’s talk……

• In the end of the assignment, we have learned on how to identify the problems and causes which faced by the Maha Fashion Corner & Academy through the marketing mix strategies that included product, price, place and promotion. Furthermore, we also learned on how to justify the problem causes in order to find out any suitable alternatives and recommendations, which contain any threats, opportunities, weaknesses and strengths of the company to implement it.

• Besides that, we also learned the importance of an organization to do their market analysis to internal and external situation. These included the organization and the competitors marketing strategies, customer preferences and current market trend. 

• In future, the challenges that Maha Fashion Corner & Academy might face is some competitors entering into this industry as the market of Fashion Design is keep on growing. In other words, there is still an opportunity for Maha Fashion Corner & Academy to sustain in this industry but it has to face the threat to invest more in marketing strategy in order to retain and acquire the customer from other competitors.

Conclusion