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8/14/2019 Hala Final

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HALA POTTERY The Dying Art of Sind

Saadiyeh Said

Kausar Saeed


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INTRODUCT ION

Sindh has a rich heritage of traditional handicraftthat has evolved over the centuries.As per a report from Federal Bureau of Statistics,handicraft exports dropped 78 % in first half of the previous financial year(2009). Pakistanihandicrafts are losing share in global markets.World markets are flooded with artificialmachine-made handicrafts instead of handmadeones and markets have been conquered by cheapChinese goods .

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Hala Pottery

Perhaps the most professed expositionof Sindhi culture is in thehandicrafts of Hala.

Halas handicrafts include :

Ajrak, Ralli, KhesSussi, Khaddar, Wood work

PotteryHala Pottery is a national asset anda part of country s heritage.This art needs to be saved fromcomplete collapse as it is slowlydying.


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Objectives of Study

To find out the reasons for the decline of theart of pottery making in Hala.To suggest measures can betaken to protect this industryand consequently thisdying art.To present a marketing strategyto revive this industry

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S trategy and factors for success- The Mexican HandicraftSector (Jos de la Paz Hernndez Girn, Mara Luisa Domnguez Hernndez, M. C.Julio Cesar Jimnez Castaeda)

An analysis of the success factors in the Mexican handicraftsector on the basis of marketing strategies.

The research identifies 23 factors for success that artisansuse as marketing strategies

Top four were- pricing strategy oriented to profits.- personal recommendations to promote the products.- Product diversification- the information artisans gave to customers

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Theoretical Framework


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Another study The economic potential of handicrafts enterprises in rural development:Focus on Indonesia by K. Kerr concludes thatCrafts development activities should beconsidered as part of overall development efforts

for a given region.Handicrafts can make an important contributionto the development of a local economy.


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RE S E ARCH DE SIGNThe first part of study was exploratory.The second part was a descriptive study of consumers

DATA COLLEC TI O N M E THO DBoth secondary and primary sources of data collection methods wereused.Secondary Data was collected from the internet.Primary data was collected from three different sources.A rtisans: Five artisans were interviewed at two of the factories of HalaGovernment representatives Interviewed Director of Sindh SmallIndustries Corporation at the training center at Nasrpur DCO Hala anda Tapedar.Customers or potential customers. A small market research study wasundertaken to understand the needs of the customers.

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M ethodology


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CON SU M ER RESEARCHObjectives

To determine the level of awareness of Hala Pottery.To determine the causes of low popularity of the product.To determine the attitude towards the product.To determine the effect of price and quality on purchase decisions.

Research designDescriptive research was undertaken to help describe the target marketSampling DesignTarget population : Housewives between the age of 18 and 35

belonging to the middle andupper middle class

Sample Size : 200 Women conveniently selected

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Market research conducted on a sample of 200 women of Karachishowed :Half the respondents were familiar with the product.Out of those that were familiar 46% did not know where it wasavailable in Karachi.Respondents that were familiar liked the colours and patterns butwere unhappy with the durability and functionality of the product.Respondents were tired of the same products with little or nochange in designs86% were willing to pay a higher price if quality was improved..

The most popular item offered in pottery was plant holders (ranked1 by 71%).

M ARKET RESEARCH

F INDING S


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Findings about Product-

Hala Pottery Lack of utility of the productLow quality

No InnovationNo quality controlLack of customer feedback to artisans

resulting in limited knowledge of customersneeds and wants

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RecommendationsGovt. to encourage potters to form an A ssociation fromwithin their own communityA ssociation to guide R&D to improve the quality of theproducts and to introduce designs in line with customerdemand.This A ssociation should be responsible for educating and

training new artisansGovt training center at Nasrpur to be more proactive inrecruiting and training new pottersProduct quality to be improved by govt. providing superiorquality raw material on credit to the artisans.Common facility service should be set up to provide toolsand machinery design inputs to the artisansBuild customer loyalty through innovative designs attentionto detail and a customer centric approach.Finances on low interest be provided to the craftsmen toinvest in good quality raw material .

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Findings about Price-Hala Pottery

Low price in line with Low quality Image currentlyResearch showed that people are willing to paymore for good quality productsLow Margins for pottersDilemma Vicious circleArtisans unable to improve thequality due to low

margins(low price)and customers unwilling to pay more for poor

quality.

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RecommendationsPrice of the productsshould be increased by atleast a 100% afterimproving quality. This willimprove the image of theproduct while increasingthe income of the artisans.

A n increase in income willincrease motivation andcommitment of theworkers thus having asnowballing effect onproduction and quality.

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Findings about Placement-Hala Pottery

Lack of easy availabilityNo Formal Distribution Channel

No direct Exports Exports being done byprivate parties.Irregular/ random orders

No parity among the margins of channelmembers

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RecommendationsA ctive involvement of handicraft shops/ private displaycenters/ and other up-market sales channels.

Cross Marketing (nurseries and landscape designers)S talls at Sunday bazars should be used to market theproduct.

A ssociation to setup their own stores in large cities.

Handicraft stores at malls should be provided the product.

Craft bazars and exhibitions should be used as platforms toexhibit and promote the craft

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Findings about Promotion-

Hala Pottery Very little almost no promotionUnestablished Target Market hence no focusedpromotion

RecommendationsP romotion of the products should be undertaken by participation in domestic and international fairs.

Develop a website containing a catalogue about thecomplete product line and the prices of the products.

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Other RecommendationsExposure

To formulate a vision and strategy for traditional and internationaltrade .

To gear up their systems to meet the new market challenges To keep them abreast of any changes from time to time.

Stak e holders Mee ting s Subject experts can provide technical insights. Help to visualize new concepts and untried techniques in the pottery

production process. Communication with various support institutions, agencies,designers

and marketers

L inkag es To Develop linkages with relevant departments and design

institutions for better marketing and for innovative designinginitiatives.

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P roduc t qu a l ity Introduction of new firing technology will help to improve the quality

and also fetch better prices.

S e tting up of an I ns tit u t e of P ott er y prov i d ing t ech ni c a l knowled g e Technical knowledge will help the entrepreneurs to improve the quality

and price of their products as well. New ways of carrying out the various processes to improve their

efficiency.

D es ign & produc t developme nt Development of new designs which enhance the beauty and estheticsof the traditional pottery products.

M a r k e ting Market surveys to be carried out in various important cities of the

country. Such information would help in designing the new product line.- Linkages with exporters, governments and non government agencies

and institutions would be planned to develop sustainable marketingchannels for the traditional pottery.

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W ith a little initiative, Hala pottery couldbe revitalised and then can be sold widely

in Pakistan and across the world.S

omeinvestment in better kilns and fluxeswould also help transform the lives of

potters.

So why have these simple steps not been

taken ?

Conclusions

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