Kala Raksha :

Treasure the tradition: A study of the market of ethnic products for Kala Raksha
GROUP NO. : 13

FLOW OF THE PRESENTATION

OBJECTIVES

SCOPE
KALA RAKSHA : A new concept of art preservation RESEARCH METHODOLOGY COMPARATIVE STUDY OF KALA RAKSHA WITH FABINDIA, ANOKHI,UDGREEV

UNDERSTANDING CONSUMER PREFRENCES OF

ETHNIC MARKET AT LAW GARDEN
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FLOW OF THE PRESENTATION

FOCUS GROUP DISCUSSION (FGD)

GRAPH-ANALYSIS
CORRELATION ANALYSIS

COST ESTIMATION
SUGGESTIONS SOURCES OF INFORMATION BIBLIOGRAPHY
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OBJECTIVES

OBJECTIVES
The primary objective is to conduct a market research in order to ascertain consumer preferences and thereby providing insights and strategies to Kala Raksha to assist them setting up business in an urban setting, which is Ahmedabad.

OBJECTIVES
Our subsidiary objectives and scope thereby is limited to : Comparison of Fabindia, Anokhi and Udgreev with that of Kala Raksha to determine the level of differentiation from each other

Understanding consumer preferences regarding various ethnic products sold at Law garden, Ahmedabad
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SCOPE
Limited to western Ahmedabad Considered following ethnic outlets: o Fabindia o Anokhi o Udgreev Considered Law garden ethnic market

KALA RAKSHA : A CONCEPT OF ART PRESERVATION

Kala Raksha : A concept of art preservation

Established in 1991 Established registered trust -1993 Focuses on group of embroiders of 11 communities in Kutch

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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RESEARCH METHODOLOGY
Identification of topic:
Zeroing down on marketing strategies

Deciding the research objectives:

Primary ascertain consumer preference in western ahmedabad Secondary o Comparing marketing stategies o Understanding customer preferences at LAW GARDEN
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RESEARCH METHODOLOGY
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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RESEARCH METHODOLOGY
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 years o Male Segment Deciding the Sampling Size : o Pre testing - 100 respondents o Brand image testing technique - 100 respondents o Questionnaire - 600 respondents

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RESEARCH METHODOLOGY
Deciding Sampling Method : o Convenience sampling o Judgment sampling o Snowball sampling

Collection of Data
Secondary Data o Internet o Newspaper
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RESEARCH METHODOLOGY
Collection of Data
Primary Data o Visits o Kala Raksha Sumerasar, Bhuj o Fabindia, Anokhi, Udgreev o Exhibitions Focus Group Discussion(FGD): questionnaire design Questionnaire basis for

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RESEARCH METHODOLOGY
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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BRAND IMAGE TESTING QUESTIONNAIRE

Q1 Allot 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 wear and lifestyle showrooms:
_____________________________________

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COMPARATIVE STUDY OF KALA RAKSHA WITH FABINDIA, ANOKHI, UDGREEV

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ORGANISATIONAL PROFILES
Kala Raksha Establish ed on Mission 1991 (Registered trust 1993) Preserve and present traditional arts Fabindia 1960 1967 Anokhi Udgreev 2008

Brings aesthetics and affordabilit y into its products Pan-India

Blending contemporary sensibilities with traditions, rewarding craftsperson Jaipur

Living with self respect and confidence

Place of Origin Profit Motive

Sumerasr (Kutch) Not for Profit

Ahmedabad

For profit Franchisee

For Profit

Not for profit

Nature of Manufacturing Business by itself

Manufacturing by Manufacturing itself by itself

ORGANISATIONAL PROFILE (Marketing Mix)

PRODUCTS
Kala Raksha Embroidered garments,home furnishings, accessories, games, leather products Fabindia Kurtis,home furnishings, organic products, personal care products Anokhi Appliqu , beadwork , patchwork, block prints, home furnishings Udgreev Appliqu, embroidery, beadwork products, handbags, wallhangings, frames

Products

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ORGANISATIONAL PROFILE
PROMOTION
Kala Raksha Fabindia Effective Promotion labeling, exhibitions, e-mails Newspaper advertisements, posters, colony stalls Anokhi Udgreev SMS, hoardings, Word of newsletters, word mouth, of mouth participate fashion shows

UNIQUE SELLING PROPOSITION

Kala Raksha Fabindia Anokhi Udgreev

Embroidery
USP

Eco-friendly products, rural employment

Block -Printing

Community building initiative

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ORGANISATIONAL PROFILE
SUPPLIERS
Kala Raksha Suppliers Fabindia Anokhi Udgreev
Old manufacturing

1000 artisans 11 15000Old communities NGOs,indiviuals, manufacturing communities

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INSIGHTS FROM THE COMPARATIVE STUDY

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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SELECTING ETHNIC MARKET AT LAW GARDEN

Similar nature of Art and Handicraft Law garden receives representatives from all over Gujarat Similar target market Diverse customer profile

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INSIGHTS ON CONSUMER PREFERENCES AT LAW GARDEN

Principle Old is Gold

Local/native consumers opt for ethnic art in contemporary designs

Differentiating factor- bargaining added attraction

Desi essence

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FOCUS GROUP DISCUSSION

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FOCUS GROUP DISCUSSION

We chose the Focus group discussion:

o o o o o Three FGDs - 8-12 respondents each Respondents from varied field Provides ample data - consumer preferences Segmentation of the sample Crucial suggestions to Kala Raksha
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CRITICAL OUTCOMES OF THE FOCUS GROUP DISCUSSION

Favored outlet- FabIndia, Anokhi, Pantaloons and Westside(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 thingo Female segment accessories ,handbags o 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 purchase from an ethnic store?

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Factor

Female Segment Below 25 yrs (Rank)

Female Segment Above 25 yrs (Rank)

Male Segment (Rank)

Price Quality of fabric Variety offered in stored

3 7 6

3 8 6

3 8 6

Amount of work
Brand Contribution to NGO

4
5 1

4
4 2

5
4 1

Region of origin Comfort

Styling

2 8
6

1 6
6

1 8
6

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Q) By which of the following mediums you are influenced the most to buy ethnic products? (Rank them from 1 to 7 where 1 is highest)
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Factor

Female Segment Below 25 yrs (Rank) 4 7 5 2 1 2

Female Segment Above 25 yrs (Rank) 1 6 5 3 1 3

Male segment (Rank)

Discounts SMS Direct Mails Gift Vouchers Word of Mouth Newspaper Advertisements Billboards

1 5 5 4 1 3

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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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Factor

Female Segment Below 25 yrs (Rank) 1

Female Segment Above 25 yrs (Rank) 2

Male segment (Rank)

Exhibitions

Boutiques

Go in for customization

Commercial ethnic outlets

Malls

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Q) When do you purchase ethnic wear?

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When purchase- Female Segment-Below 25

Need based New Stock Sale period Infrequently

When purchase-Male Segment

Need based New stock Sale period Infrequently

23% 17% 29% 12% 42% 23%

43%

11%

When purchase- Female Segment-Above 25

Need based New stock/Range In Sale Period Infrequently

Need

forecasted

Promotion of existing garments Pre summer collection Need - capitalized

13% 28% 20% 39%

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Q) Where do you use ethnic products more often?

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Use of Ethnic Products for Female Segment-Below 25

At Work Evening Wear Everyday Occasion Wear
6% 18% 8% 68%

When purchase-Male Segment

At work Evening wear Everyday -casual wear Occasion wear

Casual wear

9% 18% 7%

66%

Use of Ethnic Products for Female Segment-Above 25

At Work Evening Wear
13% 49% 27%

Flavor of the season product Active participation in exhibitions

Everyday Occasion Wear

11%

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Q) Select your most favored outlet in the following categories of the ethnic segment.
FABINDIA FEMALE SEGMENT BELOW 25 Ethnic Wear Life Style Products ANOKHEE ETHNICITY Handicrafts Accessories OTHERS

FEMALE SEGMENT ABOVE 25

Ethnic Wear Life Style Products

Handicrafts

Accessories

MALE SEGMENT

Ethnic Wear Life Style Products

Handicrafts Accessories

Q) Are you satisfied with the variety and quality of current stores in Ahmedabad ?
YES FEMALE SEGMENT BELOW 25 71 % NO 29% UNSATISFIED CATEGORY 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) Do you use ethnic products for gifting purpose?

APPARELS HOME DECOR GIFT VOUCHERS PERSONAL ACCESSORIES Necklaces Earrings Bangles Handbags

FEMALE SEGMENT BELOW 25

FEMALE SEGMENT ABOVE 25 MALE SEGMENT

Handbags Shawls

Stoles Kurtas

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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Suggestions
Analysis of preferences inferred through questionnaire responses
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 86

Suggestions
Kala Raksha target : above 25 years - focus on participation in exhibitions Male segment- amount of work- decide acceptability

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CORRELATION

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CORRELATION
Correlation of Income with:
Factors Females below 25 years Females above 25 years Males

Price Quality

Price Sensitive Unaffected

Independent Unaffected

Price Sensitive Unaffected

Discount
Frequency of going to Exhibitions Frequency of going to Commercial Outlets and Malls Frequency of going to Boutiques

Attracted
Higher the Income, more the frequency Higher the Income, frequent visits Independent

Independent

Independent

Higher Income , Independent more the frequency Independent 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. 4,80,000 40,00,000 (5,00,000) 6,17,600 6,30,000
9,49,000

Rent of the showroom (option 4,80,000 1) (800 sq. Ft. ) Acquisition of the showroom 40,00,000 (option 2) (800 sq. Ft. ) (5,00,000) Infrastructure cost Salary overheads Operational overheads (Electricity cost+ Advertisement cost + Transportation cost ) 6,17,600

TOTAL COST (Option 1) TOTAL COST (Option 2)

26,76,600 26,96,600

Suggestions

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Suggestions
Divided into two parts
o Analysis of responses preferences inferred through questionnaire

o Evaluation of observations made during FGD and also interaction with store manager of Fabindia, Anokhi and Udgreev

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Suggestions
2. Evaluation of observations made during FGD and also interaction with store manager of Fabindia, Anokhi and Udgreev We have divided them on the basis of the marketing mix. Product Price Promotion Place
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Suggestions
PRODUCT
Specially designed summer clothing Gifting - Ethnic designs gift wrappers cloth or paper Ethnic shirts, Cufflinks, ethnic handkerchiefs and ties - remains unsatisfied Flavor of the season i.e. for Uttarayan, Navratri

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Suggestions
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 90

Suggestions
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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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 can successfully 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
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Interviews
Sr. No. 1 Interviewee Desgination Date 26thOctober,2009 Mr. Ritesh Prajapati Branch Manger, Fabindia Ahmedabad Ms. Neeru Gohil Franchisee Head, Anokhi Ahmedabad

26th October, 2009

Mr. Nilesh Priyadarshi

Marketing head, Kala Raksha

Regular Intervals

Mr. Prakash J

Co-founder, Kala Raksha

Regular Intervals

Sr. No. 5

Interviewee Mr. Hardik Patel

Desgination Distribution Head, Asopalav, Ahmedabad

Mr. Samit Shah

Marketing Head , Radio Mirchi

Mr. Anurag Anand

Proprietor, Anand Associates (Construction company)

Mr. Nitin Singh

Times Classifieds

BIBLIOGRAPHY
Sr. No. 1 Book name Financial Management Author Edition Page No. 2.15,2.16,2.17 M Y khan and P 4th edition k Jain

Marketing Research-An Applied Orientation

Naresh K Malhotra

4th edition

362-382

Business Statistics

VK Kapoor

5th

NEWSPAPERS
Sr. No. 1 Article from India Today Article Date December 22 2008 September 01 2002 Author Anil Mulchandani

The Architectural Review

Various experts

The Washington post

April 7 2001

Pamela Constable

THANK YOU
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