international marketing khadi

8/19/2019 International Marketing Khadi

1/13

INTERNATIONAL MARKETING OF KHADI

Acknowledgements

It was a great pleasure workng on t!s pro"ect# as $K!ad depcts Indan culture%&

Howe'er# our e((orts alone could not !a'e )een su((cent (or t!e completon o( t!s

pro"ect& In'alua)le ad'ce * suggestons (rom man+ people !a'e gone nto t!s pro"ect&

,e are e-tremel+ grate(ul to all t!ose people w!o !a'e !elped us n collectng 'alua)le

n(ormaton * !elpng us n completng t!e pro"ect& T!e (oremost among t!em are Mrs&

.oglekar and Mr& /!attac!ar+a# o( K0I1 2K!ad * 0llage Industres 1ommsson3#

w!ose gudance * mot'aton ena)led a (ocused e((ort towards t!e same&


2/13

4ro"ect O)"ect'e

One o( t!e most dauntng c!allenges (aced )+ countr+5s planner s t!at we Indans

!a'e not understood t!e sgn(cance and mportance o( t!e tradtonal sector o( K!ad&

T!s pro"ect ams at understandng t!e K!ad Industr+ n Inda# 'arous (actors a((ectng

t!e growt! and success o( K!ad ndustr+ n Inda# t!e c!allenges and opportuntes w!c!

t!e market o((ers and t!e upcomng trends n t!e K!ad Industr+&

K!ad ma"orl+ depcts Indan culture and our mot'e s to promote t and create

awareness a)out t&


3/13

6ummar+

As e-planed n t!e O)"ect'e page# our man mot'e s to spread awareness a)out K!ad#

and t!e tool c!osen !ere s nternatonal marketng& T!e pro"ect report conssts o( t!e

e'oluton o( K!ad# t!e strengt!s# weaknesses# opportuntes and t!reats &e& n s!ort t!e

6,OT anal+ss o( K!ad w!c! s e-planed pont )+ pont later& T!s g'es us a !olstc

'ew a)out K!ad as a marketa)le entt+&

T!e report also conssts o( a re'ew w!ere t s e-planed t!at n spte o( K!ad )eng a

new entrant n t!e e-port market# t !as an edge o'er ot!er clot!ng materals# w!c! ma+

pro'e )ene(cal n man+ wa+s to man+ people&

T!e pro"ect report also conssts o( tec!ncal marketng terms lke t!e 7 4s# 6egmentaton#

postonng# K!ad5s l(e8c+cle etc&


4/13

$T!e K!ad sprt means (ellow8(eelng wt! e'er+ !uman )eng on eart!& It means a

complete renuncaton o( e'er+t!ng t!at s lkel+ to !arm our (ellow creatures# and ( we

)ut cult'ate t!at sprt amongst t!e mllons o( our countr+men# w!at a land t!s Inda o(

ours would )e9 And t!e more I mo'e a)out t!e countr+ and more I see t!e t!ngs (or

m+sel(# t!e rc!er# t!e stronger s m+ (at! growng n t!e capact+ o( t!e spnnng w!eel

21!ark!a3%

8M& K& Gand!

T!e !stor+ o( Inda:s (reedom struggle s nterwo'en wt! t!e 1!ark!a ; t!e unusual

weapon# emplo+ed )+ Ma!atma Gand! to spread t!e message o( 6wades!& Gand! ga'e

t!e art o( K!ad# a specal status t!roug! t!s mo'ement&

K!ad smpl+ means cotton# usuall+ !andspun&

K!ad s Indan !andspun and !and8wo'en clot!& T!e raw materals ma+ )e cotton# slk#

4ol+ester or wool# w!c! are spun nto t!reads on a spnnng w!eel called a c!ark!a&

K!ad:s earlest a'atar was (as!oned some e o'er t!e ntrcaces o( gold s!ot wo'en clot!&

K!ad s a 'ersatle (a)rc# cool n summers and warm n wnters& /eng a cruder (orm o(

materal# t crumples muc! (aster t!an ot!er preparatons o( cotton& In order to mpro'e


5/13

t!e look# K!ad s o(ten starc!ed to !a'e a st((er s!ape& It s wdel+ accepted n (as!on

crcles t!ese da+s&

6,OT Anal+ss

6trengt!s?

T!e )asc motto s to generate emplo+ment wt!n t!e countr+ and promoton o(

Indan culture a)road& K!ad !as certanl+ come o( age and t!e Indan and Internatonal

market )ot! are )ecomng more aware a)out t!s tradtonal (a)rc& It s classc# eco8

(rendl+ and natural& Moreo'er# )rand Inda s specall+ soug!t a(ter t!ese da+s& K!ad s

one (a)rc t!at s ne'er reall+ n or out o( (as!on& It !as a great nternatonal appeal as

well# as K!ad s a )rand w!c! speaks (or tsel(&

,eaknesses?

T!e e-clus't+ o( K!ad s t!at t s !and8made& And t!us# t!e weakness s t!at t

s la)our8orented& T!e product K!ad operates at t!e root le'el# w!c! ma"orl+ lacks

n(rastructure& ,!en t!e west real>es t!e mportance o( K!ad t!at s w!en we Indans

!a'e apprecated t& Also t lacks awareness&

Opportuntes?

K!ad as a product s a socetal concept# w!c! generates emplo+ment& Also# t!ere

les a great potental to capture t!e untapped (oregn market& 6nce# concept o( K!ad

orgnall+ was wt!n Inda& Inda as a )rand s ganng populart+& As K!ad now !as

)ecome a trend# Indans as well as (oregners pre(er t& T!us# t!ere les a great potental

(or growt!&


6/13

T!reats?

K!ad stll s n t!e ntroducton stage and# s now )ecomng a )rand& Man+

people and regons are stll not aware a)out K!ad and also people w!o are aware o(

K!ad stll pre(er t!e mll clot! )ecause o( t!e prce8(actor& T!us# K!ad !as to (ace a

great competton wt! t!e ot!er clot!es# also )ecause K!ad lacks n tec!nolog+&

Tapping the global markets

T!ere are 'arous aspects o( t!e marketng )ut we need to understand t!at n order to

market nternatonall+ we need to understand t!e (ollowng @uestons?

Decdng w!et!er to go a)oard

Decdng w!c! markets to enter

Decdng !ow to enter t!e markets

Decdng on marketng programs

(1)Deciding whether to go aboard ?

Generall+# companes would pre(er to reman domestc onl+ ( t!e domestc markets are

large enoug!# t!at s w!+ t!e companes pre(er to go nternatonal& T!e (ollowng reasons

draw more and more entrepreneurs

t!e compan+ dsco'ers t!at some (oregn markets present !g!er pro(t opportuntes t!at

t!e domestc market

t!e compan+ needs a lager customer )ase to ac!e'e economes scale

t!e compan+ wants to reduce ts ndependence


7/13

Also t!ere are man+ negat'e aspects w!c! a((ect t!e mangers decsons lke t!e (oregn

customers and (al to o((er a comparat'e prces& t!e managers real>e t!at t!e managers

lack t!e manageral sklls&

Most o( t!e companes and t!er respect'e countres also supports t!em )ecause t!e+

earn (oregn markets&

(2) Deciding which markets to enter ?

Most companes start small w!en t!e+ 'enture a)road& 6ome argue to sta+ small w!le

ot!ers !a'e )gger plans& companes enter w!en t!e market entr+ and market control

costs are !g! & product and communcaton costs are !g! & populaton and ncome s>e

and growt! are !g! n t!e ntal countres c!osen& domnant (oregn (rms can esta)ls!

!g! )arrers to entr+&

Also t!ere are 'arous regonal (ree trade >ones lke t!e NAFTA #THE EBRO4EAN

MARKET6 # MER1O6BL#A4E1 etc&at t!e same tme t!ere are potental markets w!c!

do not )elong to t!s regons )ut stll !a'e un@ue (eatures w!c! need to )e understood

(3) Deciding how to enter the markets ?

Once we decde a partcular countr+ we determne t!e )est mode o( entr+ &ts )road

c!oces are are ndrect e-portng# lcensng# drect e-portng# drect n'estment and "ont

'enture&

(4) Deciding on marketing programs?

Internatonal companes must decde !ow muc! to adapt t!er marketng straterg+ to

local condton& tandard>ton o( t!e product and dstr)uton c!annels promses t!e

lowest costs& Also cultural d((erences can o(ten )e pronounced across countres&

Marketers must make sure t!at t!er marketng rele'ant to consumer n e'er+ market &


8/13

1oncept o( Marketng?

T!e 1oncept o( marketng (or K!ad s t!at o( Humanstc and Ecologcal concept&

One o( t!e most mportant o)"ect'es o( producng and promotng K!ad s t!at t

pro'des rural emplo+ment& T!e wel(are o( t!e poorest o( t!e poor s concerned&

Other important objectives o !hadi are"

!hadi is #co$riendl%&

T!e D+es used to colour KHADI clot!es are $'egeta)le d+es%& T!e 'egeta)les or (ruts n

t!s case are grown (or t!e colourng purpose specall+& In case o( K!ad# c!emcals are

not used and t!us# skn dseases are pre'ented&

'rotection o #nvironment

$K!ad s 64BN )+ HAND# ,O0EN )+ HAND# and 4RO1E66ED )+ HAND%&

Industres ot!er t!an KHADI# w!le makng clot!es use mac!nes w!c! automatcall+

leads to 4OLLBTION )ut snce t!e K!ad products are made )+ !ands t!e polluton

le'els are neglg)le&

election o Target arkets

For large8scale e-ports# suta)le (oregn markets must )e dsco'ered and selected& In (act#

selecton o( suta)le markets s t!e (rst stage n nternatonal marketng& Foregn markets

are man+ )ut not all are suta)le or e@uall+ promsng (or e-portng& It s also not

poss)le to e-port goods to man+ (oregn markets at one tme& Naturall+# detaled stud+ o(

potental (oregn markets s necessar+ (or t!e selecton o( most promsng and pro(ta)le

(oregn markets& T!s s e-actl+ w!at s done n t!e process o( e-plorng e-ternal markets

(or Indan goods&


9/13

E-plorng e-ternal markets (or Indan goods means makng detaled stud+ o( potental

e-ternal markets (or Indan goods and selectng one or (ew w!c! are most promsng and

pro(ta)le& T!e (oregn market selected wll )e treated as target market (or ntal entr+&

6uc! selecton o( promsng market s t!e )asc re@urement o( success(ul sellng n

(oregn markets& Approprate selecton o( (oregn market or markets prepares proper )ase

(or large8scale e-ports o'er a long perod&

arketing mi*

T!ere are 7 45s o( marketng are product# prce# place * promoton&

As we mentoned our product s K!ad * our t!e market or t!e place s spread o'er

'arous countres&

our prcng strateg+ are as (ollows

4roduct Indan prce 2Rs&3 Internatonal prce2Rs&3

Duppatta C


10/13

orgensed )+ Internatonal Trade promoton O((er2IT4O3& 6o as to promote K!ad

n suc! ,ell reputed (ars&

& ,e market K!ad )+ g'ng e-port ncent'es& ,e g'e


11/13

D#06,-# T#

A(ter t!e ndependence t!e demand (or KHADI suddenl+ started declnng

6egmentng targetng and postonng

6egmentaton

Demograp!c segmentaton

T!e product K!ad s segmented nto 'arous product classes# accordng to age gender

and ncome& It caters to all t!e age groups

For eg& T!e sarees are women s!rts are (oe men and also t!ere are c!eaper as well as

costler products targetng 'arous ncome groups&

eographical segmentation

It means t!at )ascall+ t!e segmentaton o( t!e K!ad as a product s accordng to t!e

spec(catons o( t!e partcular countr+ and to cater t!er demands&

6wt>erland w!c! !as cool weat!er# t!e+ !a'e a great demand (or K!ad&

.epositioning

In # a(ter t!e l)eral>aton t!e concept o( $KHADI% emerged )ack&

T!e products made )+ KHADI were RE4O6ITIONED and ntroduced n t!e

market as a new (as!on trend& Toda+ KHADI !as )ecome t!e LATE6T FA6HION

TREND n t!e A6IAN 1OBNTRIE6&

,e are now gra))ng t!e unoccuped market&

Target markets


12/13

/ascall+ our target markets are t!e countres lke t!e B6A# European countres lke

London # Ital+ # etc&&

1oncluson

As e-planed n t!e O)"ect'e page# our man mot'e s to spread awareness a)out K!ad#

and t!e tool c!osen !ere s nternatonal marketng& T!e pro"ect report conssted o( t!e

e'oluton o( K!ad# t!e strengt!s# weaknesses# opportuntes and t!reats &e& n s!ort t!e

6,OT anal+ss o( K!ad& T!s ga'e us a !olstc 'ew a)out K!ad as a marketa)le

entt+&


13/13

T!e report also conssted o( a re'ew w!ere t was e-planed t!at n spte o( K!ad )eng

a new entrant n t!e e-port market# t !as an edge o'er ot!er clot!ng materals# w!c!

ma+ pro'e )ene(cal n man+ wa+s to man+ people&

T!e pro"ect report also conssted o( tec!ncal marketng terms lke t!e 7 4s#

6egmentaton# postonng# K!ad5s l(e8c+cle etc& w!c! !a'e to )e taken nto

consderaton )ecause o( t!e pro"ect&

international marketing khadi

Documents