CONSTITUTING GROWTH STRATEGIES FOR HANSIBA, a BRAND INITIATED BY SEWA
ABOUT
This was my Dissertation Project which i did with SEWA (Self Employed Women's Association). SEWA is an organisation of self employed women workers registered as a trade union in 1972. SEWA's goal is to empower poor women by providing them full emoyment and self reliance.
The Organisation has no. of sister concerns working towards their goal, from which one is SEWATFC i.e. SEWA Trade Facilitation Center is one of them. This is a facility working for the rural women artisans of Gujarat who are skilled in hand embroidery. The Facility provides Design, Manufacturing & marketing aid to these Artisans by which they get the most from their art of Hand embroidery. The products made by the artisans are mainly categorized as Apparels, Home Furnishings & Accessories plus nicknacks.
SEWATFC has a Brand to market the products made by the artisans known as "HANSIBA". HANSIBA is a brand owned by more than 1500 artisans, the members of SEWA.
PROJECT BRIEF
The Project focused on the Extensive Research of the Brand, Company, Market and come up with Intervention Opportunities for the Brand. The process mainly included Research and Study of the company and inter-dependencies in and around it, Building Competition Scenarios, Brand Evaluation, User Surveys & Personal Interviews etc. It’s a User-centric approach, using design as a tool to find out strategic solutions to the problem areas defined in the study.
METHODOLOGY
- Desk research (Understanding the context)
- Understanding the company (Business, work)
- Understanding the Brand (Products, market, buyers)
- Understanding the customers(Ethnographic research, surveys, observations etc.)
- Collection of data
- Mapping the problem areas
- Identification of intervention points
- Mapping opportunity areas
- Proposal Presentation
- Feedback
The VALUE EXCHANGE MAPPING was the attempt to understand the interaction between a Customer & a Brand. The Mapping shows the exchange of “value” when a customer purchases any product of a particular Brand, he's investing some value expecting some value from the Brand. If the customer appreciates the returned value, the Brand gets the registration in the mind of the customer.
A successful Brand recognizes that every aspect value of the customer is valuable. We can say that customers and brand both bears need, desires & aspirations. But customer has nothing to do with brand’s need but a brand need to see customer needs because of the competitiveness of the Market.
PROPOSED INTERVENTION OPPORTUNITIES
Strategy I
Workshop by rural artisans Opportunity
Promotion through workshops
- Need of awareness
- Artisans skills are less visible
- Cannot involve in marketing & Advertisements
The above chart is the system chart of one of the strategy to execute a workshop by Artisans. The attendee could be the students of various design schools/institutes. This would be a wealth creation process for everyone in the system and would promote the Brand in a way.
Strategy II
Introducing Sub brands Opportunity
Untapped Markets
Problem statements
- Less market share
- Target segment is less frequent shopper
- Demand from the untapped markets
This strategy was proposed to tap the markets other than the target segments than the target segments of Hansiba. As provided segments are very prominent in the stores of Hansiba but less amont of purchases was seen by them. So, it's basically to initiate them and provide them what they might be looking for. The Introductions of sub brands would clearly define the collection by the customers & would streamlined the process of making the final product.
