Mahila E Haat Marketing Plan 6n104b

Marketing Strategy Anuj Jha Calvin Pinto Vishal Dwivedi

BACKGROUND Customers • • • • • •

Affluent Urban Educated Pan-India Female Tourists

Competitors • • • • • •

FabIndia Craftsbazaar Cotton Emporium Khadi Gram Udyog Goodearth Craft stores

Collaborators • • • • •

Rashtriya Mahila Kosh (RMK) NGOs Media publications Social Media Craft bazaars and exhibitions e.g. Delhi Haat

Context •

• •

Handicraft industry growing at 15% p.a. currently worth 17000 crores. 13 million artisans, mostly women, in India 70% attrition due to lack of growth opportunities

Company •

•

•

Online marketing platform to connect women entrepreneurs with buyers JV of Union Women & Child Development Ministry & RMK Open and free to all Indian women to their products

STP ANALYSIS Segmentation • • • • • •

Age Groups Gender Income Levels Geographic location Education Interests

Target • • • • • •

Age: 20-45 years Primarily women Affluent Urban Educated Interested in Indian culture • Socially conscious • International Tourists

Positioning • Genuine, high quality craftwork that captures the real authentic India • Leverage “Make in India” brand

MARKETING MIX E-marketplace for connecting women handicraft entrepreneurs and buyers. Improve website interface and experience.

Multi sided platform. Should incorporate payment and delivery options to improve ease of buying/selling.

Free to list products on website. No intermediaries involved. Vendor determined pricing. .

Online strategy & Offline strategy .

IMPROVEMENT AREAS Website & Sales Channels

Creating Brand Awareness & Pull

Logistics and Operations

WEBSITE ENHANCEMENT

Website UI / UX

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Improved design – smooth ordering process Responsive website Mobile apps Android & Apple Speed improvements Ratings & Reviews

Payment Gateway Integration

3rd Party E-commerce Integration

Centralised Inventory Integration 

Tie-ups with BrownTape / Unicommerce

DIGITAL MARKETING STRATEGY

Organic Marketing

Paid Marketing

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Search engine optimisation

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Targeted google adwords

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Multiple social channels

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Facebook ads

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Blogs, Influencer & PR

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Instagram ads

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Content Strategies – entrepreneur,

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Youtube ads in Phase 2

product & customer stories

PR STRATEGY Publish promotional articles in online and print news publications Publish success stories of women entrepreneurs working through mahila-e-haat

EXHIBITIONS Promote your brand & merchandise in exhibitions, fairs and expos all over the country Word-of-mouth marketing between women artisans and entrepreneurs

Gujarat Handicraft Utsav

TARGET: TOURISTS Airlines Brochures & Branding near International Airports

Train brochures e.g. Palace on Wheels etc.

E-ments on Travel sites and portals e.g. Skyscanner, Trivago, MMT etc.

Weekly ‘Haat’ arrangement near major tourism centers

ENROLLMENT OF SELLERS Partner with local NGOs

Use spare space of post office

Weekly ‘Enrollment’ day

Growth in enrollments

SUSTAINABILITY OF ENROLLMENTS Funds by NGOs and Micro Financing Institutions (MFI) Guidance, Trainings and Resolutions Catalogue Preparation Demand and Supply Matching Dispatch & Logistics

THANK YOU