FINAL PROJECTBRAND MANAGEMENT

Syed Fawad Hussain MBA (Marketing)Bahria University

HANDICRAFTS“The product made with or without the use of tool, simple implements or implements operated directly by the craftsman, by hand or foot, having traditional or artistic features driven from the geographical cultural peculiarities of craftsman, and generally on a small or cottage industry and not on mass production basis”.

HANDICRAFTS Handicrafts are the most striking expressions of the

individualities of Pakistan regional’s identities.

Pakistani handicrafts is the integrated part of the Pakistani culture.

Eighty different kinds of handicrafts are produced in Pakistan.

Quality of craftsmanship has been diminishing.

Need of development and promotion in this sector.

RAWAJ

Start its operations on the first week of July, 2011.

Deals in all fields of handicrafts especially in Carpet, Jewelry & Metal, Brass, Wooden work.

TAG LINE

We value our traditions, we design the skills

MISSION STATEMENT

“To provide exclusivity, variety and quality standards and therefore to create a mark within and outside the country”

VISION STATEMENT

“To provide best quality products in order to get the maximum market share and come up with the customer’s expectations”

CORE VALUES AND PHILOSOPHY We seek to deliver on our promise of value and

quality above all else.

Customer satisfaction through offering high quality products with exceptional service and good value.

Be topical, not typical.

More emphasis placed on the caliber and training of frontline people.

We expect fairness and mutual respect in all our activities.

OBJECTIVES AND GOALS Achieve maximum customer’s satisfaction and

customer’s loyalty.

Provide uniqueness and style with comfort.

We will seize every opportunity to innovate and lead the industry on behalf of our customers.

Earn revenue.

SUCCESSFUL OR NOT?

We are very much confident that our business plan will lead us to the top most steps on the ladder of success.

Because:

• A whole new idea.

• Large target audience.

• Customer oriented.

• Results of the survey match our expectancies.

• Good management team

• Plan is very much realistic so results are also expected to be close to real.

• Providing diversity, culture knowledge and feeling of being proud of representative of a hometown.

MARKETING STRATEGY

Our marketing strategy will allow us to communicate our brand values, develop close working relationships with our customers and suppliers to identify the needs of our customers in an effective manner. Continued differentiation and growth are two goals, we have set for ourselves.

COMPETITORS

Haroon’s

Illusion

Khussa Mehal

COMPETITIVE STRATEGY

Advantages

 Small numbers of competitors.

Existing competitors are not providing a diversified range of products and services.

Disadvantages Difficult to price ourselves competitively when we

first enter the market.

Terrorist activities.

TARGET CUSTOMERS Upper & Middle class

Foreigners

PRODUCT Art metal ware

Brass items

Wood ware

Hand printed textiles and scarves

Embroidered goods and clothes

Shawls as art wares

Zari and Zari goods

Jewelry and Carpets

Leather footwear

Miscellaneous handicrafts

PLACEThe business site is located in the aristocratic sector F-7 Markaz Islamabad.

Key features

Basement

Huge parking facility

Easily accessible

Availability of power and utilities

Easy approach for suppliers

PRICE The price of our products depends on the quality,

nature and size of the product.

Special discount will be offered in case of big order.

The price range of our all products is from Rs. 200 - Rs. 50000.

PROMOTION Word of mouth strategy

Advertisement through electronic and print media

Commission to the selling agent

For our special customers, who purchase bulk quantity, we offer 10% discount on sale.

www.rawaj.com.pk

Marketing strategy will consists of implementing time tested tactics while testing new tactics to specific audience.

Our advertising agency will be EVERNEW CONCEPT.

New marketing tactics will focus on utilizing more technology based platforms to reach the customers.

Strategic plan for 3 months is as follows

January

• Start working on the website

• Starting e-mail campaigns

• Making advertisements

PROMOTIONAL STRATEGY

February

• Issues pamphlets and brochures

• Sending advertisements in print and electronic media

March

• Final e-mail campaign

• Organizing events and activities

• Launching our new website

Deadline

June, 6 for media plans

PROMOTIONAL STRATEGY CONTD…

SWOT ANALYSISRAWAJ is well positioned to leverage its strengths and address reasonable threats, weaknesses, and opportunities.

The slides below highlight these Strengths, Weaknesses, Opportunities and Threats.

SWOT ANALYSISStrengths

A new idea introduced into the market. Availability of skilled persons. Easy and cheap availability of labor and raw

materials. Demand in both the domestic and foreign

markets for the handicrafts of Pakistan. Rich craft heritage. Willingness among women to work.

SWOT ANALYSIS Weaknesses

Lack of support from the government

Lack of marketing opportunities which give rise to exploitation.

Shyness and lack of confidence of women to market their products.

Lack of affiliation with oversees handicrafts organizations and trade related associations.

SWOT ANALYSISOpportunities

Potential domestic and export markets.

Potential for Product diversification.

Linkages with large industry to enhance the efficiencies of the crafts sector.

Training to upgrade skills and pass on traits to the coming generations.

Potential women entrepreneurship development especially in rural areas.

SWOT ANALYSIS Threats

Competition is on the rise from the domestic markets.

Rising costs of utilities and raw materials.

Unethical business practices.

Economic turndown.

Government policies.

CONCLUSION RAWAJ is an innovative concept of targeting the

market.

The marketing plan is tied closely to the overall financial and business plan.

We have tried hard on focusing the psychological aspect of advertising.

We aim to be a leader in providing quality products that fits into the minds and hearts of the people.

CONCLUSION CONTD…

Pakistan has a rich history of handicrafts. The entire wealth of timeless Pakistani handicrafts have survived through ages. The legacy of Pakistani culture promises everything- beauty, dignity, form and style. These handicrafts radiate an aura of glory, exhibit hereditary skills and show painstaking craftsmanship.

THANK YOU