MARKETING PLAN

Different Handmade and knitted

craft business…..
 Market research
• why:-
market research is done to know the demand in
the market of the product we are concerned with.

• How:-
we can use secondary data to know the potential
of the market
 Economics
• Size of the market:-
• Current demand:-
• Growth potential:-
• Barriers:-
- communication( Brajbhasha)
- suppliers for raw material
• How to over come this barrier:-
- recruiting people from the local area
- keeping alternative suppliers
FACTORS AFFECTING THE COMPANY:
• Change in technology
it won’t effect our company much as we are dealing in
handmade products so much technology is not required.

• Change in government policies

• Change in the industry
if the trend and fashion of the industry changes then our
company will get effected but at a very low scale as we will b
dealing with the culture of INDIA, which will not have a effect
on the tourist. And the other household thing which we will
provide is almost for ever i.e. change in trend won’t effect
much
 Segmentation

• Geographic:-
location- our location is the tourist place in
“ MATHURA”
• Demographic:-
Income level- Our product is offered to all income
group people.

Age:- our target customer is mainly the young

generation and the house wife.
• Psychographic:- as the demand of knitting and
handmade accessories are increasing in the market ,
therefore it indicate that pepole are adopting this as
a lifestyle

• Behavioral:- different customer group expect different

benefit from the same product and accordingly they will be
different in their motive in owing it.
so a product can be manufactured as per the demand
and order made by them
 Target market

• College going students i.e, young generation(As near to

DELHI)

• Tourist coming from different places

• House wifes

• The middle class and the upper- middle class family

• We have to consider three things:-

1. It should be sizable
2. It should be profitable
3. It should be growing
 Positioning

• Handmade products are unique. Do you really want

the same scarf, mug, earrings, necklace or other item
that 20,000 other people have? Of course not!
Handmade items are always unique, even if they are
the same type of product ,because they are not made
by machines they are crafted by human beings so
each piece will have its’ own unique characteristics.
competitors
• KASHMIR DREAM MERCHANDISE (Exporters of kashmir
craft)

• RIMAX CRAFT Ltd. (kenyan business enterprise)

• SANDALWOOD PRODUCT(special Indonesia crafting)

• THE CRAFT Y OWL(handmade jewellary, neckless, earings,

pendents, woolen clothes)

• THE WOOD KING(wooden handicraft manufacturer-cum-

exporter based on NAGINA)
strategy
Pricing
Distribution channel
Thank you