Marketing Strategies at Jyotsana Overseas

8/8/2019 Marketing Strategies at Jyotsana Overseas

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A study on marketing strategies at 0221911706Jyotsana Overseas

EXECUTIVE

SUMMARY

Gitarattan International Business School 1


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EXECUTIVE SUMMARY

This report is on different functions performed by Jyotsana Overseas, the report includes

information about the different products of the company.

Handicraft industry is growing at a steady rate and shows great opportunities with

foreign countries and as well as urban India. Jyotsana Overseas has a place in

customers mind. But with the globalization, some other companies are giving

tough competition to the company.

The report also discusses the mechanism of services performed by Jyotsana

Overseas, also briefly explains the basic requirements and necessities of the

services

Direct competitors to Jyotsana Overseas are L&K INTERNATIONALS,

PRESENT PRODUCTS etc.

The report includes a brief description about Marketing Strategies, SWOT Analysis ofthe company



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CHAPTER 1:-INTRODUCTION

HANDICRAFT

Basically handicraft means manual skill, or we can say things made by hand whichincludes exquisitely designed range of jewelry and handicrafts including Necklaces,Bracelets, Earrings, Belts, Scarves & Stoles, Photo Frames, Statues, etc...



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JYOTSANA OVERSEAS

A rich cultural heritage of traditional arts and crafts, honed from the influences of nature,

spiritual beliefs and ancestral roots, our jewelry and handcrafted items not only tell a tale

of its people but also shed light on the unique history that has shaped India; bearing

testimony to the country's age-old history in jewelry and handicrafts.

Jyotsana overseas, established in the year 1996, is a renowned manufacturer, supplier

and exporter of costume jewelry, imitation jewelry like necklaces, bracelets,

earrings, etc. including handicraft items, scarves, stoles, fashion belts, etc.

showcasing attractive designs with extraordinary craftsmanship. The techniques and

crafts perfected over several generations continue to captivate successive eras, reserving

our traditional legacy.

The company exports about 90% of the imitation jewelry and other manufactured

products to several European countries, where they are greatly appreciated for their spell-

binding designs and affordable prices. With transparent and healthy trade practices, it has

maintained long lasting business relationships with companys clients. Some of the most

prominent names associated with it include Nice Thing, Spain; Sfera, Spain, besides

many others.

The company is a respected member of EPCH (Export Promotion Council for

Handicrafts). The company possesses vast experience along with in-depth industrial

knowledge, which aid in furthering a strong base for the company. Premium quality of products, affordable rates, superb finishing and unique designs are the companys

hallmarks.



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Elegant Range of Products

Jyotsana Overseas manufactures beautifully crafted products including imitation jewelry,

costume jewelry, etc. to meet specific requirements of the clients. Our range of exquisite

products includes the following:

Jewelry (Imitation Jewelry/Costume Jewelry):Necklaces, Bracelets, Earrings,

Finger Rings, Mens Necklaces, etc.

Accessories: Scarves & Stoles, Hair Accessories, etc.

Handicrafts: Pens, Statues, Boxes, Photo Frames, Incense Holders, Stuffed

Items, etc.

Exclusive Quality

The company designs and manufactures an exclusive range of products as per market

requirement, keeping eye on quality and design. Companys designers make the drawings

using the latest CAD software to design the best for customers.

The company has a team of quality analysts who are experts in their field, conducting

tests to verify that the products are completely outstanding in terms of looks, durability

and other related features. The quality control lab focuses more on the aspects of defect

prevention rather than defect detection. Only those products, which meet requisite

parameters are then dispatched for sale in the market.



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Infrastructure

Jyotsana Overseas has installed cutting edge machinery in all its units and thus multiplied

the efficiency levels of its manufacturing process. A successful position in the industrial

segment is ensured by constant innovation and enhancement in the quality and range of

its imitation jewelry and other products. It invests regularly to constantly upgrade its

technologies and put a lot of emphasize on its Research and Development activity.

Experienced and skilled artisans, designers and craftsmen, with mastery in routine

manufacturing process, are the gems of the company. Jyotsana Overseas attributes its

phenomenal success to the efforts of its dedicated workforce. A spacious warehouse is a

boon for the company, as it helps in storing bulk produce to effectively cater to orders,

big and small.

The companys goal is to provide superior quality goods to the consumers and

companys motto is complete buyers satisfaction.



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CHAPTER 2:-

COMPANY PROFILE

Jyotsana Overseas

New Delhi, Delhi, India

Consumer Products Manufacturer, Export/Import

The company introduces itself as a company with diversified business interests. Its on-

schedule delivery and streamline production process have helped the company to find a

strong foothold in the industry. It is engaged in the designing of products that have

timeless beauty and appeal. The companys consummate craftsmen and talented

designers are pivotal in the crafting of our designer products. Redefining fashion, its

mesmerizing range of products is a combination of exquisite craftsmanship and

outstanding quality. Available in exquisite designs and vibrant colors, they are designed

to appeal your aesthetic taste. The company is capable of manufacturing large volumes of

products to satisfy the consumer demands and specifications. The companys proactiveservices and quality products have resulted in liasions with noted clients spread all over

the globe.

Products:

Manufacturer and exporter of Jewellery, Fancy Bracelets, Fancy Earrings, Fancy

Necklaces, Belts, Brooches Handicrafts- Pill boxes, Incense Holders, Picture frames,

Coasters, Pens, Bags- Handbags, Bags, and pouches



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MARKETING STRATEGIES

The different marketing strategies adopted by Jyotsana Overseas for its product forachieving a great success of the products sale is nothing but an extremely cautious and

adept strategies towards the characteristics of product, alluring price, attractive promotion

and convenient place for the consumers to like and feel that product is in their reach.

PRODUCT

Handicrafts of the company provide the several varieties.

Artificial jewellery

Bangles

Stationery and Decorative items

Leather items

PRICE

As the goods produced by Jyotsana Overseas are exported among various countries, the

price is determined by mutual agreement among the company and the buyer. The

exchange rates, shipment costs and quantity demanded are the main factors that

determine the price of the commodities.



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PLACE

The company successfully manages to supply its product to the areas which demand themthe most. The countries which pose a major demand for the products of Jyotsana

Overseas are United States, Canada and some West Asian countries.

PROMOTION

The best promotion of the product is done by satisfied customers

Several promotional measures has adopted by Jyotsana Overseas for the marketing of

products

1. There is a retailers offer, which gives the retailer some products free on the bulk

purchase.

2. The distributor selling the maximum quantity of handicraft is awarded certificate of

recognition for its effort and there is also several alluring offers.



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CHAPTER 3:-

PRODUCT PROFILE

Gems and Jewellery

As India makes rapid progress in the retail arena, the jewellery market is undergoing a

gradual metamorphosis from a 'storehouse of value' to a fashion accessory bazaar. Plain

gold has now given way to diamonds, platinum and colored gemstones.

The two major segments of the sector in India are gold jewellery and diamonds. Gold

jewellery forms around 80% of the Indian jewellery market, with the balance comprising

fabricated studded jewellery that includes diamond as well as gemstone studded

jewellery. Gold jewellery and colored gem segments account for about 15% and 5%,

respectively of India's gems and jewellery export in value terms.

The largest cutting and polishing centre of diamonds in the world both in terms of

quantity and value, the Indian gems and jewellery sector contributed to about 15% of

India's total merchandise exports during 2005-06.

In terms of carat, India's share in this sector is about 80% of the world market. India

produces 60% of the world's polished diamond market by value, 82% by carats and 95%

by number of pieces.

According to the Gems and Jewellery Export Promotion Council (GJEPC), the total

exports of the industry for the fiscal year 2006-07 were US$ 17,101.77 million as against

US$16,646.04 million in 2005-06, showing a growth rate of 2.74% over the previous



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fiscal year. The current fiscal witnessed an impressive growth of 10.86% in April 2007

over the corresponding period in 2006.

In this category, exports from domestic tariff area and SEZs together at US$ 9.77 billion

during 2006-07 have shown a growth of 3.37%, while exports from bonded warehouses

at US$ 1.12 billion have registered a decline of 52.42% .

Export of gold jewellery in 2006-07 has shown a growth of close to 35% at US$ 5.2

billion over US$ 3.87 billion in 2005-06. Export of coloured gemstones at US$ 246.48

million logged a growth of 6.08% during 2006-07 as compared to US$ 232.35 million in

2005-06.



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The major destinations for exports have been the US, UAE, Hong Kong, Belgium and

Israel. In fact, the US, UAE and Hong Kong together accounted for over 70% of the total

exports.

Branded Jewellery

India's 300,000 traditional jewelers commonly referred to as the unorganized sector

dominate the country's jewellery retail landscape with a 96% market-share, while large

brands or organized retail form only 4% of the overall market.

But in recent times larger brands have been witnessing an upward swing mainly due to

factors such as increasing consumer sophistication, diminishing investment-driven

purchases, alternative retail channels and competition from other luxury products.

Responding to the changing trends, India's small, independent jewelers are starting to

organize themselves into groups of four to five players to share a common brand identity

and marketing strategy.

Players in the market

Of late, some of the world's biggest names in the jewellery and luxury items such as

watches and cuff-links are making inquiries to set up shop in India. Multi-national

jewellery brands such as Tiffany, Cartier, Zales and Harry Winston are all said to be

interested in coming here following the Government's decision to allow foreign direct

investment of up to 51% in single brand retail stores. Most of these stores have been

sourcing cut and polished diamond and gold items from Indian firms. Now they are

making inquiries for possible tie-ups in India.



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Other existing and new foreign players are drawing plans for expansion and launch of

their operations in India:

De Beers has got permission to survey for diamonds in Jharkhand

Italian luxury silverware manufacturer, Greggio Argento, will set up two

exclusive stores in Mumbai and Delhi within the next three months, through a

marketing tie-up with Gitanjali Lifestyle a subsidiary of Gitanjali Gems

Swarovski, the global crystal goods manufacturer and marketer, is on an

expansion spree in India and hopes to achieve 5 to 10% of the global turnovers

from the country in the next ten years. The company plans to set up 30 stores by

2009, from the current 13.

Damas India, part of one of the largest jewellery retail outlets in the world, is

adding 16 new stores to its present dozen stores in India.

Simultaneously, domestic players are also drawing aggressive plans:

Shrenuj & Company Ltd has acquired 84.6% stake in the US-based jewellery

distributor Simon Golub & Sons Inc for US$ 22.7 million.

Kerala-based jeweller Malabar Gold will spend US$ 48 million over the next year

in order to expand its presence in southern India as well as abroad.

Gitanjali Gems Ltd, a Mumbai-based jeweller, has incorporated a wholly-owned

subsidiary in Dubai, Gitanjali Ventures DMCC, whose main activity is trading in

diamonds, precious stones, diamond jewellery and pearls.

Also, the Gitanjali Group has announced its foray into the luxury retail market

through a new entity Luxury Connexions'. The company will invest US$ 24.5

million over three years to set up luxury malls in eight leading cities across the

country.



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Government Initiatives

In the New Annual Supplement to Foreign Trade Policy (2004-2009) announced on April

19, 2007, the Government has extended the following facilities to this sector.

Service Tax on services (related to exports), which are rendered abroad have been

exempted.

Re-import of Diamonds & Jewellery (either in complete or partial lot) exported on

consignment basis have been allowed.

In the light of increase in global prices of precious metal, duty free entitlement for

consumables for export of rhodium plated silver jewellery has been increased to

3%.

To reduce the transaction cost for the diamond sector, testing facility at

International Diamond Laboratory (IDL), Dubai, has been incorporated in the list

of laboratory/certifying agencies.

Duty free import entitlement of tools, machinery & equipment has been allowed.

For metals other than gold, platinum, it will be 2% and for gold and platinum, it

will be 1% of FOB value of exports during the previous financial year.

Categorisation of exporters as One to Five Star Export Houses has been changed

to Export Houses and Trading Houses with rationalisation and change in export

performance parameters.

In addition, the Government has decided to make gold hallmarking mandatory from

January 1, 2008. It has also made the import of polished diamonds completely duty free.

This will facilitate the sector towards evolving from being just a manufacturing centre to

becoming a global trading hub for diamonds, gems and jewellery.



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The committee appointed to study India's National Design Policy is likely to recommend

the setting up of four additional National Institutes of Design (NIDs), along the lines of

the existing Ahmedabad-based NID, whose curriculum includes, among other disciplines,

jewellery design.



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Stationery

Stationery is a general name given to paper and office supplies such as envelopes, notepads,

pens, pencils, erasers, paper clips, staples, etc., and refers to all products sold by "stationers".The term "stationery" is frequently used to refer more specifically to paper used for written

correspondence, usually decorated and/or personalized with matching envelopes.

By extension the term has been applied to decorative backgrounds that may be attached to

email correspondence (though this has never found favor) or to describe templates typically

used by home users in desktop publishing software to make, for example, party invitations.

The word is sometimes confused with stationary, meaning "not moving". A useful mnemonic

is "stationery has an e for envelope".



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Stationery is defined as the products made of paper to be used for personal and office supplies.

Stationery is usually decorated and/or personalized to enhance its look. It has been commonly

confused with another term stationary, which actually means 'standing at a place'. It is used in

arts and crafts, calendars and diaries, letters and envelopes, office supplies, and promotional

products etc. For holidays, special Stationery material like cards, envelopes and notepads are

commonly seen. Even non-paper products like pens, pencils, staples and staplers, crayons,

markers, adhesives, tapes, file holders, math sets, craft and office scissors, chalks, bookmarks,

stamps and stamp pads, glue sticks, memos and paper clips, stencil sets and calculators all fall

under the umbrella of Stationery.

By and large, the main ingredient in Stationery is the paper. To some extent, use of computers

has reduced the consumption of paper and Stationery. For making Stationery, a number of

paper types are available, like Bond, Text, Uncoated Book, Coated Book and Cover. These

distinctions are based on a grading system and weight of the paper being utilized. Stationery

made from recycled paper is also in vogue and serves a valuable cause of protecting our

environment from depletion. Even handmade papers are used by some.

After selecting the paper, it is a good idea to decorate and design the Stationery to increase its

appeal and aesthetics. A theme or a textured paper can be selected for the base paper, which

can later be decorated with borders or illustrations. Using your photo or logo can give it a fancy

look. Whatever the design you finalize, it can be either hand painted for very small numbers or

it can be printed from the Stationery suppliers. The full color printing is generally done using

four ink colors, cyan, magenta, yellow and black, with the help of litho printing techniques.

Stationery shops are very often located in the neighborhood and one can find almost all types

of Stationery there. But if you are looking for customization or need something specific, you

might have to search on the Internet. The main points to be emphasized while buying

Stationery are the quality of paper, printing and cost.



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The stationery market is mostly influenced by macroeconomic development, national income

and population growth. The word stationery incorporates each and every commodity like files,

folders, erasers, sharpeners, schoolbooks, notebooks etc. It does not limit its spectrum of action

but formulates developed innovations in industry. Stationery industry produces much more

influence as compare to any other.

The whole stationery ratio in the market depends upon the overall economical environment.

The domestic as well as the international market scenario mobilizes more and more rapport

with other market happenings. The stationery market also includes wide arena of products

comprising paper products, writing instruments, computer stationary, school stationary, office

stationery etc. All these varieties have undergone various changes in passage of time by the

virtue of new international and modern classifications. In the international arena the industry of

stationery provides more scope for development and trends. Very often the stationery industry

ranks as one of the evolutionary aspect of market that produces more and regular changes. As

compare to Indian market the international market scenario calls for more innovative trends.

The specifications in this regard may be wide which are affected by numerous market values.

To look in the international environment the stationery market has witnessed tremendous

dynamic changes. Especially the countries like China, U.K., U.S.A. etc, which are leading

exporters for stationery products, is the major subject of concern for Indian market. In the

product varieties like writing instruments, paper products, leather accessories these countries

have lot more shares in world market as compare to any other international participant. In the

last decade the Indian market has increase in the imported varieties in market. Especially in the

electronic items from South Asian countries like Japan, Malaysia, Korea, Singapore, we have

produced big market percentage. These product varieties mainly include calculators,

computers, printer etc. The main reason behind this may be difference in nature but they

generate healthy and strong competitions in Indian market. Cheap availability of raw material,

low cost for human resources, increased and modern technology participation etc can be looked

as some of these reasons.



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The stationery market includes product for office; home and educational use but exclude

greeting cards calendars and gift-wrap. The stationery market is affected by the health of the

general economy. In 2001, the difficulties for the industrial sector of the economy meant that

some customers had reduced stationery needs or had closed completely, with the level of bad

debts increasing. In the two-tier economy, consumer spending remained high, helping make the

personal stationery market relatively prosperous. Industry observers and now accepts that

increasing use of computers is boosting the demand for office papers rather than the reverse, as

was once expected. The eventual threat of the paperless office has been pushed further into the

future, with experts predicting further growth in cut paper. The generalized market, use of

computers, page printers, e-mail and electronic trading has had its effect on the stationery but

this has not been influential in reducing the overall demand for paper. Rather, the types of

products in demand have changed and some traditional stationery products are moving towards

obsolescence.

Chinas pen and pencil-making industry is the worlds largest in terms of production and

exports. The output of ballpoint pens and mechanical pencils ranks third globally. A large

quantity of ballpoints sold on the Chinese market is not brand names but tend to be low end

products. This is the main reason behind the large availability of Chinese products in Indian

market. Because of the restructuring of the world economy, labor-intensive industries such as

pen making, garment making and musical instrument making have gradually shifted from

developed countries to developing countries such as China. In the Indian context the stationery

market is largely influenced by the market for educational and office stationery products. In

particular in the category of school stationery the percentage of schoolbooks captures the bulk

of market. The national market for syllabus-based books is estimated at Rs10bn and has been

growing at 20%pa. Relatively other departments from stationery industry generate more or less

equal percentage of growth. As far as Indian situation is concern there are numerous factors

that affects the overall market ratio. The industry functions in accordance with the international



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trends and scenario. The factors like production cost, facility, availability of raw material, govt.

policies etc. affects this industry a lot.

Textile

A textile is a flexible material comprised of a network of natural or artificial fibers often

referred to as thread or yarn. Yarn is produced by spinning raw wool fibers, linen, cotton,

or other material on a spinning wheel to produce long strands known as yarn.Textiles are

formed by weaving, knitting, crocheting, knotting, or pressing fibers together.



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Sources and Types

Textiles can be made from many materials. These materials come from four main

sources: animal, plant, mineral, and synthetic. In the past, all textiles were made from

natural fibres, including plant, animal, and mineral sources. In the 20th century, these

were supplemented by artificial fibres made from petroleum.

Textiles are made in various strengths and degrees of durability, from the finest gossamer

to the sturdiest canvas. The relative thickness of fibres in cloth is measured in deniers.

Microfiber refers to fibers made of strands thinner than one denier.

Animal Textiles

Animal textiles are commonly made from hair or fur.

Wool refers to the hair of the domestic goat or sheep, which is distinguished from

other types of animal hair in that the individual strands are coated with scales and

tightly crimped, and the wool as a whole is coated with an oil known as lanolin,

which is waterproof and dirtproof. Woollen refers to a bulkier yarn produced from

carded, non-parallel fibre, while worsted refers to a finer yarn which is spun from

longer fibres which have been combed to be parallel. Wool is commonly used for

warm clothing. Cashmere, the hair of the Indian cashmere goat, and mohair, the

hair of the North African angora goat, are types of wool known for their softness.

Other animal textiles which are made from hair or fur are alpaca wool, vicua

wool, llama wool, and camel hair, generally used in the production of coats,

jackets, ponchos, blankets, and other warm coverings. Angora refers to the long,

thick, soft hair of the angora rabbit.

Wadmal is a coarse cloth made of wool, produced in Scandinavia, mostly

1000~1500CE.



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Silk is an animal textile made from the fibers of the cocoon of the Chinese

silkworm. This is spun into a smooth, shiny fabric prized for its sleek texture.

Plant Textiles

Grass, rush, hemp, and sisal are all used in making rope. In the first two, the entire

plant is used for this purpose, while in the last two, only fibres from the plant are

utilized. Coir (coconut fiber) is used in making twine, and also in floormats,

doormats, brushes, mattresses, floor tiles, and sacking.

Straw and bamboo are both used to make hats. Straw, a dried form of grass, is

also used for stuffing, as is kapok.

Fibres from pulpwood trees, cotton, rice, hemp, and nettle are used in making

paper.

Cotton, flax, jute, hemp and modal are all used in clothing. Pia (pineapple fiber)

and ramie are also fibres used in clothing, generally with a blend of other fabrics

such as cotton.

Acetate is used to increase the shininess of certain fabrics such as silks, velvets,

and taffetas.

Seaweed is used in the production of textiles. A water-soluble fiber known as

alginate is produced and is used as a holding fiber; when the cloth is finished, the

alginate is dissolved, leaving an open area.

Mineral Textiles

Asbestos and basalt fiber are used for vinyl tiles, sheeting, and adhesives,

"transite" panels and siding, acoustical ceilings, stage curtains, and fire blankets.

Glass fibre is used in the production of spacesuits, ironing board and mattress

covers, ropes and cables, reinforcement fiber for composite materials, insect

netting, flame-retardant and protective fabric, soundproof, fireproof, and

insulating fibers.



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Metal fiber, metal foil, and metal wire have a variety of uses, including the

production of cloth-of-gold and jewelry. Hardware cloth is a coarse weave of steel

wire, used in construction.

Synthetic Textiles

All synthetic textiles are used primarily in the production of clothing.

Polyester fiber is used in all types of clothing, either alone or blended with fibres

such as cotton.

Aramid fiber (e.g. Twaron) is used for flame-retardant clothing, cut-protection,

and armor.

Acrylic is a fiber used to imitate wools, including cashmere, and is often used in

replacement of them.

Nylon is a fibre used to imitate silk; it is used in the production of pantyhose.

Thicker nylon fibers are used in rope and outdoor clothing.

Spandex (trade name Lycra) is a polyurethane fibre that stretches easily and can

be made tight-fitting without impeding movement. It is used to make activewear,

bras, and swimsuits.

Olefin fiber is a fiber used in active wear, linings, and warm clothing. Olefins are

hydrophobic, allowing them to dry quickly. A sintered felt of olefin fibers is sold

under the trade name Tyvek.

Ingeo is a polylactide fiber blended with other fibers such as cotton and used in

clothing. It is more hydrophilic than most other synthetics, allowing it to wick

away perspiration.

Lurex is a metallic fiber used in clothing embellishment.



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Leather

Leather is a material created through the tanning of hides and skins of animals, primarily

cattlehide. The tanning process converts the putrescible skin into a durable, long lasting

and versatile natural material for various uses.

Leather is an important material with many uses. Together with wood, leather formed the

basis of much ancient technology. The leather industry and the fur industry are distinct



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industries that are differentiated by the importance of their raw materials. In the leather

industry the raw materials are by-products of the meat industry, with the meat having

higher value than the skin. The fur industry uses raw materials that are higher in value

than the meat and hence the meat is classified as a by-product. Taxidermy also makes useof the skin of animals, but generally the head and part of the back are used. Hides and

skins are also used in the manufacture of glue and gelatin.

Forms of Leather

There are a number of processes whereby the skin of an animal can be formed into a

supple, strong material commonly called leather.

Vegetable-tanned leather is tanned using tannin (hence the name "tanning") and

other ingredients found in vegetable matter, tree bark, and other such sources. It is

supple and brown in color, with the exact shade depending on the mix of

chemicals and the color of the skin. Vegetable-tanned leather is not stable in

water; it tends to discolor, and if left to soak and then dry it will shrink and

become less supple and harder. In hot water, it will shrink drastically and partly

gelatinise, becoming rigid and eventually brittle. Boiled leather is an example of

this where the leather has been hardened by being immersed in hot water, or in

boiled wax or similar substances. Historically, it was used as armour due to its

hardness and light weight, but it has also been used for book binding. This is the

only form of leather suitable for use in leather carving or stamping.

Chrome-tanned leather, invented in 1858, is tanned using chromium sulfate and

other salts of chromium. It is more supple and pliable than vegetable-tanned

leather, and does not discolor or lose shape as drastically in water as vegetable-

tanned. More esoteric colors are possible using chrome tanning.



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Aldehyde-tanned leather is tanned using glutaraldehyde or oxazolidine

compounds. This is the leather that most tanners refer to as wet-white leather due

to its pale cream or white color. It is the main type of leather used in chrome-free

leather often seen in infant's shoes and in automobiles that prefer a chrome-freeleather. Formaldehyde tanning (becoming historic due to its danger to workers

and the sensitivity of many people to formaldehyde) is another method of

aldehyde tanning. Brain-tanned leathers fall into this category and are

exceptionally water absorbent. Brain tanned leathers are made by a labor-

intensive process which uses emulsified oils often those of animal brains. They

are known for their exceptional softness and their ability to be washed. Chamois

leather also falls into the category of aldehyde tanning and like brain tanning

produces a highly water absorbent leather. Chamois leather is made by using oils

(traditionally cod oil) that oxidise easily to produce the aldehydes that tan the

leather.

Synthetic-tanned leather is tanned using aromatic polymers such as the Novolac

or Neradol types. This leather is white in color and was invented when vegetable

tannins were in short supply, i.e. during the Second World War. Melamine and

other amino-functional resins fall into this category as well and they provide the

filling that modern leathers often require. Urea-formaldehyde resins were also

used in this tanning method until dissatisfaction about the formation of free

formaldehyde was realised.

Alum-tanned leather is tanned using aluminium salts mixed with a variety of

binders and protein sources, such as flour, egg yolk, etc. Purists argue that alum-tanned leather is technically "tawed" and not tanned, as the resulting material will

rot in water. Very light shades of leather are possible using this process, but the

resulting material is not as supple as vegetable-tanned leather.

Rawhide is made by scraping the skin thin, soaking it in lime, and then stretching

it while it dries. Like alum-tanning, rawhide is not technically "leather", but is



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usually lumped in with the other forms. Rawhide is stiffer and more brittle than

other forms of leather, and is primarily found in uses such as drum heads where it

does not need to flex significantly; it is also cut up into cords for use in lacing or

stitching, or for making many varieties of dog chews. Leatherusually vegetable-tanned leathercan be oiled to improve its water

resistance. This supplements the natural oils remaining in the leather itself, which

can be washed out through repeated exposure to water. Frequent oiling of leather,

with mink oil, neatsfoot oil or a similar material, keeps it supple and improves its

lifespan dramatically.Leather with the hair still attached is called hair-on.

Leather Types

In general, leather is sold in three forms:

Full-Grain leather, made from the finest raw material, are clean natural hides

which have not been sanded to remove imperfections. Only the hair has been

removed. The grain remains in its natural state which will allow the best fiber

strength, resulting in greater durability. The natural grain also has naturalbreathability, resulting in greater comfort for clothing. The natural Full-Grain

surface will wear better than other leather. Rather than wearing out, it will

develop a natural "Patina" and grow more beautiful over time. The finest leather

furniture and footwear are made from Full-Grain leather. Full grain leathers can

mainly be bought as two finish types: aniline and semi-aniline.

Corrected-Grain leather, also known as Top-Grain leather, is fuzzy on one side

and smooth on the other. The smooth side is the side where the hair and natural

grain used to be. The hides, which are made from inferior quality raw materials,

have all of the natural grain sanded off and an artificial grain applied. Top grain

leather generally must be heavily painted to cover up the sanding and stamping

operation. Corrected grain leathers can mainly be bought as two finish types:

semi-aniline and pigmented.



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Suede leather is leather that has had the grain completely removed or is an

interior split of the hide/skin. During the splitting operation the grain and drop

split are separated. The drop split can be further split (thickness allowing) into a

middle split or a flesh split. In very thick hides the middle split can be separatedinto multiple layers until the thickness prevents further splitting. The strongest

suedes are usually made from grain splits (that have the grain completely

removed) or from the flesh split that has been shaved to the correct thickness.

Suede is "fuzzy" on both sides. Suede is less durable than top-grain. Suede is

cheaper because many pieces of suede can be split from a single thickness of hide,

whereas only one piece of top-grain can be made. However, manufacturers use a

variety of techniques to make suede appear to be full-grain. For example, in one

operation, glue is mixed with one side of the suede, which is then pressed through

rollers; these flatten and even out one side of the material, giving it the smooth

appearance of full-grain. Latigo is one of the trade names for this product. A

reversed suede is a grained leather that has been designed into the leather article

with the grain facing away from the visible surface. It is not a true form of suede.

Indian Leather Industry

Leather Industry occupies a place of prominence in the Indian economy in view of its

massive potential for employment, growth and exports.There has been increasing

emphasis on its planned development, aimed at optimum utilisation of available raw

materials for maximising the returns, particularly from exports. India is the largest

livestock holding country 21% large animals and 11% small animals.

A source for 10% global leather requirement

Annual production value over U$$ 4 billion

Annual export value over U$$ 2 billion

Export growth CAGR 8.20% (2000-04)



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About 2.50 million workforce (30% women)

Promising technology inflow and Foreign Direct Investment

Top priority to occupational safety and work environment

Meticulous concern for consumer safety Compliance to environmental standards

Enormous potential for future growth (domestic as well as export)

Products Exported

Leather Footwear

Footwear Components (Shoe Uppers, Soles, etc.)

Leather Garments

Leather Goods (Including Harness & Saddlery, Leather Gloves, etc.)

Finished Leather

Importance of Handicraft

The Importance of handicrafts can be said to be two-fold, cultural and economic.

The cultural importance of handicrafts pertains to preservation of heritage,

aesthetic richness of traditional art forms, preservation of traditional skills and

talents and their relevance to people's history and lifestyles.



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The economic importance of handicrafts on the other hand lies in high

employment potential, low capital investment, high ratio of value addition and

high potential for exports / foreign exchange earnings.

Current Scenario

International: The handicraft industry stands at $100 billion worldwide and India has

1.2% of this market. China which is the largest country has a 14% share of the total

handicraft market.

Indian Scenario: The handicraft industry currently is at 5000 crores, i.e. a 20.66 %

growth recorded this year. Major items of export include artmetalware, woodware,

handprinted textiles and scarves, embroidered and crocheted goods, shawls as artware,

zari goods, laces and imitation jewelry. This year the major buyers of Indian handicrafts

were US, Canada, the European and the West Asian countries. The industry is spread all

over the country employing over 5 million artisans and 67000 exporters tapping this

market.

Key Facts about Handloom Industry

Growth rate of over 20 % every year.

The total export value was Rupees 5436 crore in 1998.

The largest category of exports is Art metal ware (Moradabad) contributing to

almost 20% of the total. Carpets contribute about 11%.

India's handicrafts industry might be classified as a cottage industry, but its

importance to the country's economy should not be underestimated.



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The industry is labor-intensive and decentralized -- spread over urban and rural

areas. Many artisans work in their chosen field on a part-time basis only.

It employs more than five million artisans -- mostly in the small-scale sectors of

carpets, gem and jewelry manufacturing -- and is a growing source of foreignexchange earnings.

USA contributes to 28% export market for Indian handicrafts, followed by UK

which contributes to 11%, France, Italy, Germany Japan, Saudi Arabia, etc.,

follow up with about 4% each. (98-99)

OBJECTIVES OF THE STUDY

To know about the market share of Jyotsana Overseas.

To know about the financial and the technological strengths of the company.

To know about the marketing activities of the company.

To know the marketing strategies of the company, like product, price, place and

distribution.



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SCOPE OF THE STUDY

The study has been conducted in the area of Brahmpuri, Delhi.

Areas covered include various types of handicraft items, the importance of

handicraft, and the strategies adopted by a handicraft company for survival in the

market.



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LIMITATIONS

Considering the fact that nothing is perfect in this world, every individual is bound to

make mistake at some point or other. We are not the exceptions of this:

Some of the limitations are:

The information is collected only from retailers and interviewing a small section

of consumers.

The result has not been tested.



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The respondent was not enough position to reply with full confidence and

sometimes they replied without much thought over the matter.

The questionnaire technique and observation method is used, which are not

appropriate for good results.

Information collected took two months, during this period the data is changed day

by day.

CHAPTER 4:-

SWOT ANALYSIS

STRENGTHS

Demand for the companys handicrafts is increasing and so are the profits.

The variety of products is increasing.

Transparency in working is followed.

Stronger financial base.

Employee centric organization.



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WEAKNESSES

Strong competitors like L&K International, Present Products etc.

Infrastructure cost is high.

Less expenditure on promotion.

Products not customized for lower segment.

OPPORTUNITIES

The ability to fullfil the demands of foreign customers.

Technology is improving to the point that high speed crafting machines are

available.

The client's increasing need for an "Luxury Goods" can open new ways to service

the client and generate demand.

THREATS

Government regulations on issues like production, transformation etc can quickly

change the of companies policies.



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The increasing expenses and lower profit margins. Intense competition from

competitors.

CHAPTER 5:-

FINDINGS AND CONCLUSIONS

FINDINGS

1. Problem Regarding To Distribution

One of the biggest problem in distribution is that shipment is not provided to all the

countries.

In pick season distribution is most difficult.



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2. Problem Regarding The Old Stock

During my survey I observed that the old stock is not replaced by the distributor in

time or they took long time.

3. Availability Of Varieties

In some distributing areas I found that they do not have stock of every product

and quantity, which is a big barrier for distribution because the consumer then goes for

the competitors brand.

4. Promotion Activity

The promotion activity must start from every beginning of the pick season and must

be well aware about the market.

CONCLUSIONS

As I surveyed the market, I found that there is a good demand for our product.

The retailers inclination and consumers inclination are also in favor of our

product.



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Reputation of Jyotsana overseas brand is its greatest strength in the business while

retention of customer is our greatest weakness.

Fashion Accessories of the company is having the maximum popularity in the

foreign countries.

Its products are doing well in the market but despite that, retailers wanted more

profit.

CHAPTER 6:-

SUMMARY REPORT

1. Jyotsana Overseas is the competitive brand in the handicraft market in terms of self

visibility.

2. It does not involve logical sequencing market information evaluation of alternative etc.

and is totally governed by its owners.

3. Visibility of quality and not the brand is the primary decision factor behind the

purchase of brand by the consumer.



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The profit of the company is not properly used. So, these areas must be looked at.

Pricing of products, as empirically available in India, shows that pricing is not in

consonance with market realities.

Some products, which are not available in India should be introduced in market.

There are area for new product development..

The company will also have to get active in distribution. Enhanced marketing thus

will be crucial. Already many companies have full operation capabilities, considering this

D.D Collection have to overcome their weakness and try to work as efficiently as

possible. Technology will also play an important role in this aspect.

CHAPTER 8:-

REFERENCES

Kotler Philip Content of Marketing Plan from the bookMarketing Management.

WEBSITES:-

www.google .com

http://ddcollection.tradeindia.com/

Marketing Strategies at Jyotsana Overseas

Documents

Transcript of Marketing Strategies at Jyotsana Overseas