forever numero uno97-03

7/27/2019 Forever Numero Uno97-03

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Kala Raksha :Treasure the tradition: A study of themarket of ethnic products for Kala

Raksha

GROUP NO. : 13


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FLOW OF THE PRESENTATION

OBJECTIVES

SCOPE

KALA RAKSHA :A new concept of art preservation

RESEARCH METHODOLOGY

COMPARATIVE STUDY OF KALA RAKSHA WITH

FABINDIA, ANOKHI,UDGREEVUNDERSTANDING CONSUMER PREFRENCES OF

ETHNIC MARKET AT LAW GARDEN 2


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FOCUS GROUP DISCUSSION (FGD)

GRAPH-ANALYSIS

CORRELATION ANALYSIS

COST ESTIMATION

SUGGESTIONS

SOURCES OF INFORMATION

BIBLIOGRAPHY 3

FLOW OF THE PRESENTATION


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OBJECTIVES

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OBJECTIVES

The primary objective is to conduct a marketresearch in order to ascertain consumer preferencesand thereby providing insights and strategies to KalaRaksha to assist them setting up business in an urban

setting, which is Ahmedabad.

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Oursubsidiary objectives and scope thereby is limited to :

Comparison of Fabindia, Anokhi and Udgreev with that of

Kala Raksha to determine the level of differentiation fromeach other

Understanding consumer preferences regarding various

ethnic products sold at Law garden, Ahmedabad

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OBJECTIVES


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SCOPE

Limited to western Ahmedabad

Considered following ethnic outlets:

o Fabindiao Anokhi

o Udgreev

Considered Law garden ethnic market

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KALA RAKSHA :

A CONCEPT OF ARTPRESERVATION

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Kala Raksha : A concept of art preservation

Established in 1991

Established registered trust -1993

Focuses on group of embroiders

of 11 communities in Kutch

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o Handicrafts

o

Accessories

o Lifestyle Products

o Games/toys

o Ethnic wear

o Leather Products


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RESEARCH

METHODOLOGY

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Identification of topic:Zeroing down on marketing strategies

Deciding the research objectives:

Primary ascertain consumer preference in westernahmedabad

Secondary

o Comparing marketing stategies

o Understanding customer preferences at LAW GARDEN

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Deciding on Type of Research :

Descriptive Research

Exploratory Techniques Focus Group Discussion

Deciding the Research approach :

Qualitative Research Approach

Quantitative Research Approach

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Sampling process and Sampling Size:

Deciding the sampling unit :

o Segmentation on the basis of FGD

o Distinct Needs

o Female segment above 25 years, below 25 yearso Male Segment

Deciding the Sampling Size :

o Pre testing - 100 respondentso Brand image testing technique - 100 respondents

o Questionnaire - 600 respondents14



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Deciding Sampling Method :

o Convenience sampling

o Judgment sampling

o Snowball sampling

Collection of Data

Secondary Data

o Internet

oNewspaper

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Collection of Data

Primary Data

oVisits

oKala Raksha Sumerasar, Bhuj

oFabindia, Anokhi, UdgreevoExhibitions

Focus Group Discussion(FGD): basis for

questionnaire design

Questionnaire16



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Analysis of Data and Presentation of findings

Questionnaire responses

Designing Code Sheets

Plotting Pie Charts

Applying Correlation technique

Suggestions Cost Estimation

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Q1Allot rank 1 and 2, to the most favored ethnic wear and

lifestyle showrooms from the following:

Fabindia Anokhi Gramshree (inside Seva)

Ethnicity Bandhej Bhujodi Hansiba (C.G. road) Manavsadhna (Gandhi ashram)

Q2 Mention a reason for your most preferred ethnic wearand lifestyle showrooms:

_____________________________________

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BRAND IMAGE TESTING QUESTIONNAIRE


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COMPARATIVE STUDY OF

KALA RAKSHA WITHFABINDIA, ANOKHI,

UDGREEV

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ORGANISATIONAL PROFILES

Kala Raksha Fabindia Anokhi Udgreev

Established on

1991(Registeredtrust 1993)

1960 1967 2008

Mission Preserve andpresenttraditional arts

Bringsaestheticsand

affordability into itsproducts

Blendingcontemporarysensibilities with

traditions,rewardingcraftsperson

Living withself respectand

confidence

Place ofOrigin

Sumerasr(Kutch)

Pan-India Jaipur Ahmedabad

ProfitMotive

Not for Profit For profit For Profit Not for profit

Nature ofBusiness

Manufacturingby itself

Franchisee Manufacturing byitself

Manufacturingby itself


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ORGANISATIONAL PROFILE(Marketing Mix)

PRODUCTS

Products


Embroideredgarments,homefurnishings,accessories,games, leatherproducts

Kurtis,homefurnishings,organicproducts,personal careproducts

Appliqu ,beadwork ,patchwork,blockprints,home

furnishings

Appliqu,embroidery,beadworkproducts,handbags,wall-

hangings,frames

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ORGANISATIONAL PROFILE

PROMOTION

UNIQUE SELLING PROPOSITION

Promotion


Effective

labeling,

exhibitions,

e-mails

Newspaper

advertisements,

posters, colony

stalls

SMS, hoardings,

newsletters, word

of mouth

Word of

mouth,

participate

fashion shows

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USP


Embroidery Eco-friendly

products, rural

employment

Block -Printing Community

building

initiative


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ORGANISATIONAL PROFILE

SUPPLIERS

Suppliers


1000 artisans 11

communities

15000-

NGOs,indiviuals,

communities

Old

manufacturing

Old

manufacturing

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INSIGHTS FROM THE COMPARATIVESTUDY

Eco-friendly nature of products

Sponsorship, newspaper advertisements

Lots desired - home furnishings segment

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Understanding consumer preferences at

LAW GARDEN ETHNIC MARKET


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Similar nature of Art and Handicraft

Law garden receives representatives from all overGujarat

Similar target market

Diverse customer profile

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SELECTING ETHNIC MARKET AT LAWGARDEN


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INSIGHTS ON CONSUMERPREFERENCES AT LAW GARDEN

Principle Old is Gold

Local/native consumers opt for ethnic art incontemporary designs

Differentiating factor- bargaining added attraction

Desi essence37


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FOCUS GROUP

DISCUSSION

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FOCUS GROUP DISCUSSION

We chose the Focus group discussion:

o Three FGDs - 8-12 respondents each

o Respondents from varied field

o Provides ample data - consumer preferences

o

Segmentation of the sampleo Crucial suggestions to Kala Raksha

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CRITICAL OUTCOMES OF THE FOCUSGROUP DISCUSSION

Favored outlet- FabIndia, Anokhi, Pantaloons andWestside(repetitive yet low price)

Ethnic over casual- elegant, aesthetics

Popularity of customization upcoming trend

Exhibitions - home furnishings

SMS effective promotional tool

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There were two views on discounts

Shining and glittering outdated - sober and elegant in

Gifting ethnic products is a in thing-

o Female segment accessories ,handbagso Corporate gifts - ethnic diaries ,folders

Unawareness about Kala Raksha

Proposed location - Next to ethnic outlet

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ANALYSIS

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Q) How important are the following

factors while making a purchasefrom an ethnic store?

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F l S F l S M l S


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FactorFemale Segment

Below 25 yrs(Rank)

Female SegmentAbove 25 yrs

(Rank)

Male Segment(Rank)

Price 3 3 3

Quality of fabric 7 8 8

Variety offered instored

6 6 6

Amount of work 4 4 5

Brand 5 4 4

Contribution to

NGO

1 2 1

Region of origin 2 1 1

Comfort 8 6 8

Styling 6 6 6


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Q) By which of the followingmediums you are influenced the

most to buy ethnic products? (Rank

them from 1 to 7 where 1 is

highest)

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F l S t F l S t M l t


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Below 25 yrs(Rank)


(Rank)

Male segment(Rank)

Discounts 4 1 1

SMS 7 6 5

Direct Mails 5 5 5

Gift Vouchers 2 3 4

Word of Mouth 1 1 1

NewspaperAdvertisements

2 3 3

Billboards 5 7 7


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Q) Rate the following sources on a

scale of 0 to 10 based on your

frequency of purchase.

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Female Segment Female Segment Male segment


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Below 25 yrs(Rank)


(Rank)

Male segment(Rank)

Exhibitions 1 2 1

Boutiques 2 1 1

Go in forcustomization

3 3 3

Commercial ethnic

outlets

3 4 3

Malls 5 5 5


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Q) When do you purchase ethnic

wear?

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40

42%

12%

29%

17%

When purchase- Female

Segment-Below 25

Need based Sale period

New Stock Infrequently

39%

20%

28%

13%

When purchase- Female

Segment-Above 25

Need based In Sale Period

New stock/Range Infrequently

43%

11%23%

23%

When purchase-Male Segment

Need based Sale period

New stock Infrequently

Need forecasted

Promotion ofexisting garments

Pre summer collection

Need - capitalized


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Q) Where do you use ethnic products

more often?

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42

6%

18%

8%

68%

Use of Ethnic Products for

Female Segment-Below 25

At Work Everyday - Casual wear

Evening Wear Occasion Wear

13%

27%

11%

49%

Use of Ethnic Products for

Female Segment-Above 25

At Work Everyday

Evening Wear Occasion Wear

9%

18%

7%66%

When purchase-Male Segment

At work Everyday -casual wear

Evening wear Occasion wear

Flavor of the season product

Active participation in

exhibitions


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FABINDIA ANOKHEE ETHNICITY OTHERS

FEMALE

SEGMENT

BELOW 25

Ethnic Wear

Life Style

Products

Handicrafts

Accessories

FEMALE

SEGMENT

ABOVE 25

Ethnic Wear

Life Style

Products

Handicrafts Accessories

MALE

SEGMENT

Ethnic Wear

Life Style

Products

Handicrafts

Accessories

Q) Select your most favored outlet in the following categoriesof the ethnic segment.


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YES NO UNSATISFIED CATEGORY

FEMALE SEGMENT

BELOW 25

71 % 29% Ethnic Wear - blend of

ethnic & western wear i.e.

Halters, Spaghettis, Skirts

FEMALE SEGMENT

ABOVE 25

72% 28% Formal Ethnic Wear

MALE SEGMENT 69% 31% Lifestyle Products - home

linen, lamp shades

Q) Are you satisfied with the variety and quality of currentstores in Ahmedabad ?


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Q) Do you use ethnic products for gifting purpose?

APPARELS HOME DECOR GIFT VOUCHERS PERSONALACCESSORIES

FEMALE

SEGMENT

BELOW 25

Necklaces

Earrings

Bangles

Handbags

FEMALE

SEGMENT

ABOVE 25

Handbags

Shawls

MALE

SEGMENT

StolesKurtas


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Q) Have you heard about Kala Raksha?

Female Segment:

o Below 25 : Yes 10%

o Above 25 : Yes 9%

Male Segment : Yes 7%

Lack of promotional activities lesser awareness about Kala

Raksha its existence and activities

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Analysis of preferences inferred through questionnaireresponses

Target segment- Kala Raksha- female segment below 25 years:-

o Price priority- Variety of Fabrics

o Give attractive discounts

o Advertise through print media, radio

o Need - Awareness programs

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Suggestions


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Kala Raksha target :- above 25 years - focus on participation in exhibitions

Male segment- amount of work- decide acceptability

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Suggestions


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CORRELATION

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CORRELATION Correlation of Income with:

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Factors Females below 25

years

Females above 25

years

Males

Price Price Sensitive Independent Price

Sensitive

Quality Unaffected Unaffected Unaffected

Discount Attracted Independent Independent

Frequency of going to

Exhibitions

Higher the

Income, more

the frequency

Higher Income ,

more the

frequency

Independent


Commercial Outlets and

Malls

Higher the

Income, frequent

visits

Independent Independent


Boutiques

Independent Only High

Income people

can afford

Only High

Income people

can afford


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COST

ESTIMATION

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COST ESTIMATION

As a part of our suggestions- business plan for Kala Raksha

Consultation of experts- across industries

Consideration- various costs- commercial outlets

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CONSOLIDATED COST SHEET

Particulars Amount per annum(Rs.)

Total in Rs.

Rent of the showroom (option

1) (800 sq. Ft. )

4,80,000 4,80,000

Acquisition of the showroom

(option 2) (800 sq. Ft. )

40,00,000

(5,00,000)

40,00,000

(5,00,000)

Infrastructure cost 6,17,600 6,17,600Salary overheads 6,30,000

Operational overheads

(Electricity cost+

Advertisement cost +Transportation cost )

9,49,000

TOTAL COST (Option 1) 26,76,600

TOTAL COST (Option 2) 26,96,600


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Suggestions

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Suggestions

Divided into two parts

o Analysis of preferences inferred through questionnaire

responses

o Evaluation of observations made during FGD and also

interaction with store manager of Fabindia, Anokhi and Udgreev

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2. Evaluation of observations made during FGD and alsointeraction with store manager of Fabindia, Anokhi andUdgreev

We have divided them on the basis of the marketing mix.

Product

Price

Promotion

Place88

Suggestions


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PRODUCT

Specially designed summer clothing

Gifting - Ethnic designs gift wrappers cloth or paper

Ethnic shirts, Cufflinks, ethnic handkerchiefs and ties - remainsunsatisfied

Flavor of the season i.e. for Uttarayan, Navratri

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Suggestions


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PROMOTION

Highlighting the Kutchi factor place of origin given high priority

Trends need to be cashed in on - halter necks, stoles

Mascot, catchy punch line

Word of mouth - E.g.. Facebook

NID and CEPT interns, short films

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Suggestions


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Price

Balance act - going rate and NGO accreditation

Place

Being a part of the cluster - Bodakdev and SG road

Active exhibition participation

Office furnishings and tie ups with interior decorators

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Suggestions

Insights from the comparative study


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Insights from the comparative study

and law garden

An NRI outlet - distinct needs

Sponsorship - college fashion shows

Lots desired - home furnishings segment

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CONCLUSION

Hence as a group we conclude that that Kala Raksha cansuccessfully setup shop in Ahmedabad.

The suggestions that we have made to Kala Raksha will assist

them, in making the transition to an urban setting and capturing a

market share in the existent ethnic market.

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SOURCES OF

INFORMATION

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SOURCES OF INFORMATION

www.kala-raksha.org

www.india-crafts.com

www.fibre2fashion.com

www.gujaratindia.com

www.marketingteacher.com

www.ngohandbook.org 93


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Interviews

Sr. No. Interviewee Desgination Date

1 Mr. Ritesh Prajapati Branch Manger,

Fabindia

Ahmedabad

26thOctober,2009

2 Ms. Neeru Gohil Franchisee Head,

AnokhiAhmedabad

26th October, 2009

3 Mr. Nilesh

Priyadarshi

Marketing head,

Kala Raksha

Regular Intervals

4 Mr. Prakash J Co-founder,

Kala Raksha

Regular Intervals


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Sr. No. Interviewee Desgination

5 Mr. Hardik Patel Distribution Head,

Asopalav,

Ahmedabad

6 Mr. Samit Shah Marketing Head ,

Radio Mirchi

7 Mr. Anurag Anand Proprietor, Anand

Associates (Construction

company)

8 Mr. Nitin Singh Times Classifieds


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BIBLIOGRAPHY

Sr. No. Book name Author Edition Page No.

1 Financial

Management

M Y khan and P

k Jain

4th edition 2.15,2.16,2.17

2 Marketing

Research-An

Applied

Orientation

Naresh K

Malhotra

4th edition 362-382

3 Business

Statistics

VK Kapoor 5th


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NEWSPAPERS

Sr. No. Article from Article Date Author

1 India Today December 22

2008

Anil Mulchandani

2 The ArchitecturalReview

September 012002

Various experts

3 The Washington

post

April 7 2001 Pamela Constable


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THANKYOU

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