Know-How Exchange : Strategy

A marketing strategy should focus on some basic issues: who are you selling it to and why should they buy it from you (instead of anyone else). The more narrow you can identify your market (married women between 30-40 living in my town) the better you marketing can be.

Next, you'll need to identify your competitors. Who else is selling crockery and how do these products differ from yours? Price? Quality? Size? Color? Warranty? Weight? Design?

Finally, you need to come up with the reason for someone not to buy from your competitors. For example, all the other crockery has lead paint in it, which can get people sick. Our crockery is made with safe ingredients, has modern colors, and is light-weight (but still as strong).

Jay laid out the basics for you.Also bear in mind that you should do some sort of cash flow analysis meaning what revenues you expect to get in 1,2,3 years,what your launch,operation costs are estimated to be.Next what profit is that you expect, how you will finance your new operations,accounts receivables and stock.At the end of the day or rather at the very start ask yourself what the risk is of not being successful and if it does not endanger your performance in what you are doing now.Think what can go wrong and why and are the profits worth the risk.

Dear kool2boy,

With all due respect, your question is far too large in scope and lacks any real detail.

What you are asking here is for the suers to make your marketing plan for you.

I strongly suggest that you go out and buy a couple of good marketing books first and educate yourself a little and or go out and hire a marketing professional so that you at least have some basics before you start firing off questions here.

Sorry to be tough but your work ahead is going to be very tough so you need to prepare well.

My advise - hire a marketing professional in India who knows the market well.

Thank you,

Matthew

Hi kool2boy2001,

As you have already got so many replies for your post more or less providing you with the basic things you should keep in mind, but specific marketing strategies can't be suggested to you until you divulge your target segment.
Certain things that you should not skip are:

* India is a very price sensitive market and you should make sure your price points are in sync with your target segment.

* In india most of the crockery are bought on occasions for gifting rather than self-usage, Crockery are the most common gifts on festivals like Diwali etc, also crockery constitute as a wedding gift parents give to their daughters.. So you can take dis market segment.

* Thirdly you can target the hotel industry as well, which will be the largest buyer of bulk crockery, You can probably have two marketing teams focusing B2C & B2B markets separately.

*Several multinationals like Corelle, Luminarc and RAK Glass have already entered India but La Opala more or less rules the tableware market. But one thing to notice is that none of these brands have a great top of the mind recall and crockery continues to be a commodity for retail buyers. The implication of this is that you should concentrate more on distribution since crockery buying (in B2C) is still a low involvement process.

Will be able to assist you further if you would divulge more information on your target segment and distribution strengths.

For any other queries feel free to contact me on : seeking.dreams@gmail.com

Thanks
Shadab