​ ​SINDHI HIGH SCHOOL  

 
 
​ ​BUSINESS STUDIES PROJECT 
​TOPIC; MARKETING MANAGEMENT  
 
 
 
 
 
 
 
SUBMITTED BY ​ ​SUBMITTED TO  
KUSAHAL SHANKAR JOKA MRS. LINCY 
CLASS;12 ‘C’ 
ROLL NO. 21 
 
INTRODUCTION 
At C
​ LAYTATTVA we offer not only clay products but also the earthly 
experience of making your products as you wish . In this competitive 
world with working professionals forming the biggest chunk of 
cosmopolitan Urban Bangalore demography , there would always be 
someone looking for a perfect hobby which wouldn’t disturb their work 
life but would help them to effectively balance their personal and 
professional life and that's where  
CLAYTATTVA comes into picture helping​people turn a chunk of earth 
into art and add profundity into their life 
 
We offer a total of of three levels of training in which first level covers the 
basics of pottery, at the next level our customer will be e acquainted with 
modern tools and methods used in intricate pottery and ceramics & the 
last Level we will help our customer to convert his hobby into a skill 
.He\she we would also be introduced into the market dynamics of pottery 
Businesses which would be required if he \she decides to take up pottery as 
career 
We also conduct one day School or corporate workshops which would 
help students\ employees to Foster the bond between them 
 
OUR COURSES
Wheel throwing 0 1  
This beginner's course is designed for you to build solid foundation in 
wheel throwing, this is vital to master this art. Through this program 
Customers will learn fundamental techniques like wedging, centering, 
pulling and trimming. Also students will learn to throw and alter 
cylinders into bottles and one piece for creative expression. 

Handbuilding 02 

Hand building is one of the oldest techniques of ceramic art. This 

particularly versatile method helps one to get a thorough understanding of 
how clay moulds into different forms and shapes. 

This beginner ceramic hand building course is designed to build a solid 

foundation, which is criticaL to master this art. Through this program you 
will learn fundamental techniques like Pinching, Coiling & Slab work​.​This is 
a 10 session course, spread over 4 weeks, of 3 hours per session 

Glaze Application 03

Glazing takes an ordinary piece and transforms it into a work of art. Hence, 
glaze application is an important skill a ceramic artist needs to master. 
Once the skill is gained, the possibilities are endless. 

Glaze Application requires a lot of practice and precision to achieve 

accurate results. However, before an artist can start glazing, they must 
have a grasp on basic glaze application techniques. This course will 
introduce Students to those basic techniques that an artist would need to 
start their journey.This is a 7 session course, spread over 4 weeks, of 3 
hours per session​.  
Benefits of pottery
● Creative outlet –​ There are both physical and 
mental benefits from expressing yourself by 
creating something. Art offers an outlet and a 
release from all of that. With pottery you can 
produce something and express yourself in some 
way. 
● Increased optimistic outlook –​ Pottery enables 
for improvements in flow and spontaneity, 
provides an outlet for grief, and helps you with 
self-identification and self-expression, 
bolstering confidence and self-esteem. 
● Improve focus​ – Pottery allows you to escape 
the worries of life and shift your focus toward 
 your creation. During the process, outside 
influences don’t affect your work so you 
dedicate your time to your creation. Being able 
to fully focus something helps the mind relax 
and expand, which will help you focus in other 
areas of life as well. 
● Exploring and experimentation​ – Pottery helps 
you to express your creativity, which is 
essentially to expand who we are and how we 
connect to ourselves and the environment. It’s a 
good way for people of all ages to explore the 
things they can do. You may be more creative 
than you think and there’s no right or wrong 
way in pottery. 
● Reduces stress –​ O
​ ur hands are an outlet for 
creativity, the sense of touch is of high importance. 
A lot of focus is required while you’re making 
pottery, therefore outside distractions are reduced 
and no longer stress you
Logo and tagline
Features OF Clay tattva;

1) Retail sale 
​ e at Clay tattva bring together a plethora of both 
​W
traditional and modern clay products c​ onsisting of rare 
pieces from remotest parts of our country which 
would not only save the dying art forms but also 
introduce the city dwellers to the world of ancient 
pottery
 
2) Pottery Sessions 
​ For Anyone wishing to learn the art of pottery, we provide 
them with all needed accessories and also trained professionals 
. Moreover the leading international weekly on psychology 
‘PSYCHOLOGY TODAY’ states ​that pottery is​ t​ herapeutic 
in many ways and can cure a number of mental deviation​s  
 3] ​Eco- friendly​ ​We use porcelain and kaolin which 
are so far considered the best type of clays for both the 
environment and for the user. 
4] S
​ TUDIO  

An airy studio coloured by blue skies, lush trees and 

terracotta walls, Claytattva fosters a rich 
environment for potters to create. It’s outfitted with 
quality equipment, material and a streamlined 
workspace with dedicated areas for building, drying, 
washing and glazing. Together with expert training, 
we’ve managed to create an ideal studio that people 
love coming to 

 
Permission & Licensees

A ​certificate of ​occupancy is a document issued by a local

government agency or building department certifying a
building’s compliance with applicable building codes and other
laws, and indicating it to be in a condition suitable for
occupancy. Obtaining an OC is a requirement under the
Karnataka Apartment Ownership Act, 1972. The law says one
cannot legally move into a building unless the developer gets an
occupancy certificate from the BBMP or BDA
Packaging 
We clay tattva Are conscious of our carbon footprint and hence we 
adopted ecological packing by using Recycled cardboard, packaging 
peanut and Coagulated bubble wraps 
 
1]Wrapping  
First of all we cover the product with a Muslin cloth, Then we provide 
extra protection for the most easily damaged areas of the item. We use 
bubble wrap and high-quality packing tape. Then we wrap the entire 
object with another sheet of bubble wrap.  
 
 
2. P
​ repare the inner and outer boxes. 
At  claytattva  we  use  high-quality  &  recycled  sturdy  boxes  of  sufficient 
size  for  the  object  being  shipped.  We  Place  the  item  into  a  smaller 
cardboard  box  and  surround  it  with  packing  materials  such  as  packing 
peanuts  [ecological  packing]  and  then  secure  the  box  with  the  packing 
tape.  At  the  end  we  put  the  smaller  box  inside  a  larger one and surround 
it with more packing materials for better protection​.
Labelling
CHANNEL OF DISTRIBUTION

There are three types of distribution channels;

Out of these We chose One Level channel of distribution where we identify

ourselves as retailers and we act as a link between manufacturer and and
customer
warehousing
● Warehousing is the process of storing physical goods before they are 

sold or further distributed 

● Initially we would like to store our products in our premises , once 

the sales start booming we plan to shift to a public warehouse 

● I have chosen ‘​Karnataka State Warehousing Corporation’ 

because I am launching a new product and instead of building a 

private warehouse it would be very cost-effective to rent a section of 

public warehouse .  

 
Transportation 
Transport or transportation is the movement of goods from one location 

to another. Modes of transport include air, land (rail and road), water, 

cable, pipeline and space 

We have chosen Road transport as It is cost effective and also so we can 

easily monitor the location of goods. We have collaborated with wefast 

delivery agency who have a reputation amongst the pottery firms for 

delivering fragile items always in time​.  

 
PROMOTION  
Promotion is a marketing tool, used as a strategy to communicate 

between the sellers and buyers. Through this, the seller tries to influence 

and convince the buyers to buy their products or services 

As we are in a introductory phase our objective to create brand awareness 

by informative advertising 

We have designed are promotion strategy keeping in mind our target 

group who are students and working professionals  

● I would tie up with the Local cinema hall to promote my product 

during the intervals 

● I will collaborate with MoshiMoshi , A popular ad agency in 

Bangalore to promote my product with the help of print media  

 
 

 
 
Digital marketing 
In order to reach more wider basis I would use social 

networking sites  

● Create a community on Facebook 

● create a Instagram page where we would regularly 

keep our followers updated with latest 

photographs and videos 

● we also consider the option of of advertising on 

Instagram  

● We would also solve the queries of our customers 

and ask them for suggestions by conducting polls 

  
 Price  
 

Course  number of classes  amount 

Wheel throwing [  10  5000 

level 1] 

hand making[  10  7000 

level 2] 

Glazing [ level 3]   7  10,000 

Corporate  1  300 per head 

workshop 

 
 
All the clay products we sell would have 10% profit margin 

For example the the Chi rho Baul shown below is procured at 

800 rupees from the manufacturer located in Assam, we resell it 

at rupees 880 

 
  
 

 
  
 

 
 
  

 
 

 
 ​Competitors ​price 
 

The bar graph shows the price of 1 session of hand making\ wheel 

throwing\ glazing charged by my competitors. 

 
Corporate social responsibility 
● ‘ ​Claytattva operates in in the society and hence we owe a lot back to 
it’ 
● We constantly collaborate with isha foundation’s ‘rally for rivers’ to 

organise various programs to raise awareness about depleting 

rivers which are Vital in the the making of clay 

● we regularly donate to Central government’s Namami Gange 

program 

● we in collaboration with Vidyashilp trust and ISKCON’s Akshay Patra 

conduct workshops in rural schools to enhance creativity the 

children