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The document recommends a niche product strategy for Masoom, an organization that produces handloom products. It analyzes Masoom's current and potential productivity and sales if it stops producing low-quality bedsheets. It then outlines recommended distribution channels to sell kitchen linen products through personal selling, Masoom's school stock, boutiques, exhibitions and more. Finally, it includes a quantitative survey to understand consumer behavior and potential to buy products that benefit social causes.

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Appendices<br />1. Product line strategy<br />Presently, Masoom is producing two categories of handloom products that are of medium quality and also similar to the quality available in market. <br />Product categoryProduct mixHome linenBed sheetsKitchen linenDusters and mopsRecommended product strategy<br />The product line strategy for Masoom is recommended on the basis of customer analysis and also as per the discussions with Masoom representative, so that they do not face any difficulty in the implementation of the strategy. As per the customer analysis, both product categories are preferred, but important fact that cannot be denied as given by school representative is that kitchen linen products are fast selling numbers in comparison to home linen products, because bed sheets are the products, in which consumers are particular about quality, feel , prints of the fabrics. And now days bed sheets are not considered as a utility products but are used as novelty products which are used for enhancements of their beds, so therefore amount spent on bed sheets are far more than spend on basic products like dusters and mops. And the quality of bed sheets produced by Masoom is of low quality with very less novelty elements.<br />Therefore, Masoom should stop the production of bed sheets as they are not giving any productive results. Based on all these analysis, the strategy recommended is niche product strategy that means that organization should continue producing products which helps them in increasing productivity and sales targets which also acts as a motivation factor for students working in looms.<br />Rationale for recommended strategyTable 1: Current productivity of handloom products (100% capacity utilization)<br />Handloom productsProductivity per day(pieces)Productivity per month(pieces)Selling price(Rs)Sales (Rs)Kitchen linenDusters15450209000Mops20600159000Home linenBed sheets3901009000Total 38114027000<br />Table 2: Change in productivity due to no production of bed sheets:<br />Handloom productsProductivity per day(pieces)Productivity per month(pieces)Selling price(Rs)(increased5 to10%)Sales (Rs)Kitchen linenDusters257502216500Mops309001715300Total 55165031800<br />Table 3: Now calculating 60% remaining unsold stock:<br />Handloom productsProductivity per month(pieces)Selling price(Rs)(increased5 to10%)Sales (Rs)Kitchen linenDusters450229900Mops540179180Total 99019080<br />2. Promotion strategy<br /> Below the line Promotion methods <br />Word of mouth
It is the most powerful method of promotion specially creating awareness about any cause, product or organization. It is unpaid form of promotion which suitable for organizations like Masoom. They can contact media people like Hindustan times, Times of India to talk about Masoom.
Internet
Popular with 16 to 35 age group
Internet reaches 47 million people
A highly interactive medium suitable for brand building.
Precision one-on-one targeting and measurable
New updated website
Masoom already have a website created at the time of its foundation, which needs to be updated with latest information about infrastructure, children, activities etc.
Direct mails ¨C personal invites brochures etc.
In case of any events like exhibitions, independence celebrations etc. direct mails in the form of personal invites can be sent to the regular visitors of schools, previous volunteers, people closely related to schools etc. this requires maintaining of database of all the consumers having their demographic information and about their birthdays, anniversaries etc.
Social media marketing - Face book page
Informing about the latest activities, events happening in the school, uploading latest videos and pictures etc.
Newsletter - Once a week.

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Appendices

  • 1. Appendices<br />1. Product line strategy<br />Presently, Masoom is producing two categories of handloom products that are of medium quality and also similar to the quality available in market. <br />Product categoryProduct mixHome linenBed sheetsKitchen linenDusters and mopsRecommended product strategy<br />The product line strategy for Masoom is recommended on the basis of customer analysis and also as per the discussions with Masoom representative, so that they do not face any difficulty in the implementation of the strategy. As per the customer analysis, both product categories are preferred, but important fact that cannot be denied as given by school representative is that kitchen linen products are fast selling numbers in comparison to home linen products, because bed sheets are the products, in which consumers are particular about quality, feel , prints of the fabrics. And now days bed sheets are not considered as a utility products but are used as novelty products which are used for enhancements of their beds, so therefore amount spent on bed sheets are far more than spend on basic products like dusters and mops. And the quality of bed sheets produced by Masoom is of low quality with very less novelty elements.<br />Therefore, Masoom should stop the production of bed sheets as they are not giving any productive results. Based on all these analysis, the strategy recommended is niche product strategy that means that organization should continue producing products which helps them in increasing productivity and sales targets which also acts as a motivation factor for students working in looms.<br />Rationale for recommended strategyTable 1: Current productivity of handloom products (100% capacity utilization)<br />Handloom productsProductivity per day(pieces)Productivity per month(pieces)Selling price(Rs)Sales (Rs)Kitchen linenDusters15450209000Mops20600159000Home linenBed sheets3901009000Total 38114027000<br />Table 2: Change in productivity due to no production of bed sheets:<br />Handloom productsProductivity per day(pieces)Productivity per month(pieces)Selling price(Rs)(increased5 to10%)Sales (Rs)Kitchen linenDusters257502216500Mops309001715300Total 55165031800<br />Table 3: Now calculating 60% remaining unsold stock:<br />Handloom productsProductivity per month(pieces)Selling price(Rs)(increased5 to10%)Sales (Rs)Kitchen linenDusters450229900Mops540179180Total 99019080<br />2. Promotion strategy<br /> Below the line Promotion methods <br />Word of mouth
  • 2. It is the most powerful method of promotion specially creating awareness about any cause, product or organization. It is unpaid form of promotion which suitable for organizations like Masoom. They can contact media people like Hindustan times, Times of India to talk about Masoom.
  • 4. Popular with 16 to 35 age group
  • 5. Internet reaches 47 million people
  • 6. A highly interactive medium suitable for brand building.
  • 9. Masoom already have a website created at the time of its foundation, which needs to be updated with latest information about infrastructure, children, activities etc.
  • 10. Direct mails ¨C personal invites brochures etc.
  • 11. In case of any events like exhibitions, independence celebrations etc. direct mails in the form of personal invites can be sent to the regular visitors of schools, previous volunteers, people closely related to schools etc. this requires maintaining of database of all the consumers having their demographic information and about their birthdays, anniversaries etc.
  • 12. Social media marketing - Face book page
  • 13. Informing about the latest activities, events happening in the school, uploading latest videos and pictures etc.
  • 15. Social media marketing has popularity among youth and young adults. It is a very helpful tool in creating awareness about the Masoom. Weekly newsletters will be uploaded for all members for updating them with latest happenings like achievements, current problems, latest developments etc. in the school. The responsibility of maintaining this account will be designated to a person who is well acquainted with computer applications. So in order avoid any additional expense of hiring a qualified person, it better to designate this work to one of the volunteer studying in Delhi University to update the information once in a week as computer facility is available in the organization.
  • 16. Stalls in nearby schools and colleges for monetary & voluntary favors.
  • 17. This exercise can be helpful because area surrounding the organization is majorly Delhi University and many schools. Presently, Masoom have many volunteers who students at Delhi university. They can put stalls at times of college fests with the help of their volunteers which can help them in having exhibitions, because they must behaving greater knowledge of their environment specially their mates of same age group which are likely to be consumers and accordingly merchandise mix can be displayed at the times of exhibitions.
  • 18. For awareness of elder people about the Masoom, pamphlets and brochures can be distributed at various occasions and festivals like Lohri, Diwali, Teej Mela etc. happening in various temples like iskcon, RWA(Residents welfare associations), art of living events etc.
  • 19. After creating awareness, it is necessary for Masoom to maintain their regular clients which mean to be in touch with them, for that organization can send cards made by Masoom children on their birthdays, anniversaries and sometimes thanking them for making some kind of contribution made by them to school.3. Place and distribution channels <br />Table 4: 60% of the merchandise to be distributed:<br />Handloom productsProductivity per month(pieces)Selling price(Rs)(increased5 to10%)Sales (Rs)Kitchen linenDusters450229900Mops540179180Total 99019080<br />Recommended distribution strategy <br />As per the promotion strategy for sales of handloom products, the following places can be used as distribution channels.<br />Table 5: Recommended distribution plan<br />Channels of distributionNo. of dusters(450 pieces)No. of mops (540 pieces)Total no. of piecesPersonal selling (commission man)5050100Masoom special school stock100190290Boutique5050100Tatsat200200400Exhibitions 5050100The proper implementation of this plan might help the organization to release some of its stock of handloom products which does sells and can assure some amount of consistent earnings per month from handloom sectors which can also further motivates the students working in handloom department to increase their capacity and quality. This plan is just suggestion it can be changed accordingly to the different demands by different channels.<br />4. Quantitative survey tool: Questionnaire <br />Dear Respondents,<br />This is a survey research for the master¡¯s project on ¡°Consumer Behavior towards purchasing of products related to social cause¡±. You are requested to answer the following questions as accurately as possible. Your time in helping me will be a valuable contribution in the field of social work. Your opinion will only be used for academic purpose. Thanks for taking out time to fill this questionnaire.<br />Please take a moment to complete a brief survey. Your response is greatly appreciated. <br />Demographics:<br />Gender: Male ( ) Female ( )<br />Age: 18-25yrs ( ) 25-35yrs ( ) 35-45 yrs ( ) 45+yrs ( )<br />Occupation: _____________________________ <br />Monthly household Income Level:<br />Below 20,000
  • 23. 80,000 +Education: Intermediate ( ) Graduate ( ) Masters ( )<br />Marital status: Unmarried ( ) Married ( ) Divorced ( )<br />Residential location: <br />Q1. What are your interests/hobbies?<br />Q2. Are you on any social networking sites?<br /> Yes No<br />Q3. What do you think the term ¡®social work¡¯ means? (Tick any two on priority basis)<br />Making charitable donations
  • 25. Buying goods related to social cause
  • 26. Ensuring the welfare of people who are victims of disability
  • 27. Community developmentQ4. Do you participate in social working?<br /> Yes No<br />Q5. What attracts you to participate in social work? (Tick any two on priority basis)<br />Cause
  • 29. RecognitionQ6. Are you involved with any kind of NGO or social organization?<br /> Yes No<br />Q7. Which social cause would you prefer contributing to?<br />Environmental conservation
  • 35. Rural developmentQ8. Rate these factors in order of importance when you purchase a product. (1 for highly <br /> important and 5 for least important)<br />Price
  • 39. Product featuresQ9. Do you buy home domestic goods?<br />Yes NoQ10. Which of the following products do you buy yourself? <br />Kitchen linen
  • 43. Bed sheets & bed covers,
  • 44. Foot mats & durries Q11. Will you buy a product made by children with special needs?<br />Yes NoQ12. Are you willing to pay extra price for the products made by these children?<br /> Yes No<br />Q13. From where do you prefer to buy the above mentioned products?<br />Blind school fairs
  • 48. Exhibitions/fairs <br />Thanks for your time and patience!<br />5. New logo for Masoom<br />219075548005<br />Promotional material
  • 49. Bookmarks ¨C these can be distributed at various events like exhibitions.
  • 50. Front of bookmark19050502285<br />Back of bookmark19050481330<br />b. Story card ¨C This will be stuck on the news paper bag.-28575203200<br />c. Sticker ¨C this will be placed on kitchen linen products.<br />400050614680<br />d. Pamphlet ¨C This can be distributed for creating awareness about Masoom at various events.