ONLINE MARKETING OF HANDLOOM AND HANDICRAFT PRODUCTS

ABSTRACT
The Indian handloom and handicraft products have a distinct place in the world. It
provides employment for 12 million people and it is the second largest sector in the
employment generation stands only next to agriculture. It provides direct
employment to 6.5 million people in the country. Marketing is essential to boost
the sale of these products. This require Internet marketing strategies. A
comprehensive Internet marketing strategy can launch or increase sales
substantially for a business. Internet marketing requires knowledge of social media,
search engine optimization (SEO), blogs, email lists, affiliate marketing and more. If
you do not already recognize these terms, you may want to learn more about
Internet marketing. If you are ready to launch a business or a product, then you
should research, create and track a marketing strategy online as well as in print.
Read the steps to find out how to create an Internet marketing strategy.
INTRODUCTION
The Internet is become an indispensable tool for todays businesses. Every business
organization is using it in some way or another these days. Marketing managers
who fail to use the Internet in formulating their companies marketing strategy will
be at a disadvantage. This research discusses how the Internet is impacting the
conduct of a firms marketing strategy. The discussion includes the impact of the
Internet on handloom and handicraft products and brand strategy, pricing strategy,
distribution, and promotion strategy. Internet marketing, or online marketing,
refers to advertising and marketing efforts that use the Web and email to drive
direct sales via electronic commerce, in addition to sales leads from Web sites or
emails. Internet marketing and online advertising efforts are typically used in
conjunction with traditional types of advertising like radio, television, newspapers
and magazines. Handicraft products is an Important/necessary product which
buyer likes it; he is prepared to pay a price, which may be far in excess of the
standard price of the product. The prime consideration is his liking of the product.
Channel agents, such as middlemen, retailer or distributor try to capitalize on such
possibilities and earn significant profit almost wholly at the cost of the craftsmen.
Handicraft product may be categorized on the basis of price, export on domestic
market, ease of maintenance, ease of storage, utility value or decorative value and
modernity or traditional orientation. Besides, it is necessary for likeminded
institutions to come together to provide the strategic direction and action plans to

evolve systems. Procedure and norms related to design, market, technology,

innovation and quality of life so that product designs, technology and marketing
become integral part of the craft up gradation and repositioning process. It needs
advancement in marketing strategy
OBJECTIVE OF THE STUDY
1. To study the importance of online marketing in handloom and handicraft
sector in India.
2. To study the Internet marketing concepts based on four Ps and try to relate
with handloom and handicraft Industry.
3. To analyze online marketing strategies and its impact on handloom and
handicraft industry.
4. To find out the factor affecting the quality of online marketing strategies on
handloom and 1handicraft products.
5. To find the industry expectation and current scenario.
6. To suggest remedial measure to the Government/Private/Non-Government
Organizations for improvement in customer satisfaction and policies.
7. To
suggest
implementation
methodology/standards
Government/Private/Non-Government Organizations.

to

HYPOTHESIS
1. The analysis shall give better result in all sector while implementation of IT
strategies in handloom and handicraft industry.
2. It shall give the advancement IT strategies of handloom and handicraft
industry.
3. Through this model organization shall become as per requirement of
industry/market.

DATA SOURCE
The research will be based on both primary and secondary data. Primary data are
collected through questionnaires and interview method from persons around
Rajendra Nagar area and producer group of handloom items in Koyelaguda and
Pochampalli. Secondary data source are handloom and handicraft Websites and its
Premises, ISO/OSI standards, News Paper and its Articles. Some data also collected
from Institutes printed sources.
PROPOSED METHODOLOGY
1. Scientific inquiry
Research will be conducted according to the principles and practices of
experimental science. Experiments are designed and conducted in accordance with
a larger research plan using a formal test protocol, developed by Marketing
Experiments exclusively for its research. Research questions are formed and
evaluated as hypotheses, which are tested and the outcomes are statistically
validated. The full spectrum of marketing communications is tested, from web
pages, email messages, banner and text ads to traditional channels like TV, radio,
and print media that drive traffic to an online platform (such as the desktop or
Mobile Web).
2. Real-world experimentation
Marketing Experiments empirical research focuses on real-world Internet
marketing challenges and opportunities. We are conducting questionnaires and
interview method with potential customers and handloom producer group with
actual commercial offerings and practical insights that enable our producers to
discover what works for their products, with their target Customers in todays
changing market place
EXPECTED OUTCOME OF THE PROPOSED WORK
Handicrafts and handicraft industries are very curious about online marketing
strategies, but dont understand how it can directly increase their business. Many
of them are seeing less return from their advertisements in traditional media like

The Yellow Pages, newspapers and direct mailing campaigns, and are looking to
explore new ways of expanding their market share. When the advantages of online
marketing are laid out, it is easy to see how it is oftentimes a more cost-effective
businesses.
Cost
Marketing products on the Internet costs less than marketing them through a
physical retail outlet. You do not have the recurring costs of property rental and
maintenance. You do not have to purchase stock for display in a store. You can
produce items in line with demand, keeping your inventory costs low.
Personalization
Internet marketing enables you to personalize offers to customers by building a
profile of their purchasing history and preferences. By tracking the web pages and
product information that prospects visit, you can make targeted offers that reflect
their interests. The information available from tracking website visits also provides
data for planning cross-selling campaigns so that you can increase the value of sales
by customer.
Relationships
The Internet provides an important platform for building relationships with
customers and increasing customer retention levels. When a customer has
purchased a product from your online store, you can begin the relationship by
sending a follow-up email to confirm the transaction and thank the customer.
Emailing customers regularly with special, personalized offers helps to maintain the
relationship. You can also invite customers to submit product reviews on your
website, helping to build a sense of community.
Social
Internet marketing enables you to take advantage of the growing importance of
social media. An article on the Harvard Business School Executive Education
website highlighted the link between social networking and online revenue growth.
According to the article, a group of consumers that responded most strongly to the
influence of social networks generated increased sales of around 5 percent. You
can take advantage of this type of influence by incorporating social networking
tools in your Internet.

REFERENCES
1. Prajapati and Laila, Development of Handloom Industry, Deep & Deep, New Delhi
(1981)
2. Thaimani, K. K., Handicrafts during seventh five year plan, paper presented in
National Seminar on development and management of Handicrafts cooperative 2426th November, VAMNICOM (1987)
3. Dak,T.M., Rural Industrialization: Challenges and Responses, North Book, Delhi,
pp-23-24 (1989)
4. Kotler, P., Marketing Management, Thomson Press (India) Ltd, New Delhi, (2003)