INTERNATIONAL MARKETINGCraftroots Going Global

Members:B-17 Ashita JainB-27 Sharlin KothariB-36 Pankil ParikhB-51 Purav ShahB-57 Vivek Kumar SinghA-25 Hima ModiCraftroots

One Organization, with more than 17000 artisans positively impacting 35000 lives in the remote villages of Gujarat through Craftroots.Bringing Gujarat Handicraft to a new level.

MACRO – ENVIRONMENT RESEARCHUnited Arab Emirates

• Government Liberal to foreign businesses

• Society with an emergence of most dominant Ethnic group

• Lowest unemployment rate & Highest per capita income

SEGMENTATION & TARGET MARKET• It has 59,000 millionaires residing in UAE

• Tourist Hub, Customers of Indian Origin

• Attracts high net worth individuals through its shopping festivals (Dubai Shopping Festival, Dubai Summer Surprises) and luxury lifestyle.

COMPETITIVE ANALYSIS AND POSITIONING STRATEGY

MARKET ENTRY STRATEGIES

UAE Consumer Expenditure

• Most are Indian local players just exporting through 3rd party• Many Local Gallery owner/organizer are doing import from India• No Indian company Except FabIndia is planning to open retail

outlet in Dubai.

• It will be there first major expansion since Nepal• Joint Venture or Partnership approach is advised on this level• High awareness level is required among consumers• Focusing on exhibition Sales• Providing full fletch gallery and product look books• Value add on to convenience, comfort of customer

MARKETING MIX

CONCLUSION

Product: Available in Varieties, Sizes.After sales service, Packaging

Price: Until any competition we can charge premium, Focusing on Reducing Delivery Charges, providing Secure online transactions

Promotion: Exhibitions, Word of Mouth, Social Media, MagazinesPlace: Initially through partnered retail store, Online

Craftroots should go ahead with this plan Initially, later they can expand.

Thank YouMembers:Ashita JainSharlin KothariPankil ParikhPurav ShahVivek Kumar SinghHima Modi

Craftroots

Craftroots