Raising the poor

TSP Analysis

• Mainly women aged 25 and above will buy hand-made home décor products.• The upper middle class will buy such handicrafts as they are sold at a

premium price. (Urban market tapping).• People who use environment friendly products or natural should be

focused onto.• Focus on people who are artistic and love art and craft.• The competition is limited and there is growth in this sector.• The products of this NGO can be differentiated through creativity,

innovation, customization, quality, durability and personalization.

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Marketing Strategy

Traditional Selling Strategy Events- The NGO can collaborate with different types of events happening in the

city to promote their products. Exhibitions can be held from time to time. FabIndia- This NGO can sell its products to fabindia (which promotes handicrafts)

and can have a huge market. Diwali Melas- This NGO can put up its stall in Diwali Melas which is a good way

of promoting handicrafts Charity Events- The NGO can communicate with charity event organisers to put

up a stall to sell their products. NGO seminars in Colleges and Schools to promote awareness.

Social Media Strategy Making a webstore on Facebook . Create a small video showing how these widows as a family work, and share it

using Whatsapp. Sharing Product development videos on YouTube. Maintaining relationships with customers through Whatsap and email. (CRM) Selling products through a marketplace online.(Flipkart & Amazon) A non monetary benefit on buying through E-Commerce.(A trip to NGO workplace)

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Expected Impact

It will help the widows and the distressed women to regain their confidence and they will become independent. (women empowerment)

With the use of these marketing strategies, these women can make profits as this will lead to increased sales, hence also induce quality management.

It will help the handicrafts sector to grow through social awareness.

It will influence people to use eco-friendly products (such as jute bags) and boycott plastic bags.

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