Marketing Strategies at Jyotsana Overseas

A study on marketing strategies at 0221911706
Jyotsana Overseas
EXECUTIVE
SUMMARY
Gitarattan International Business School 1

Jyotsana Overseas
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
customer’s 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 of
the company

Jyotsana Overseas
CHAPTER 1:-
INTRODUCTION
HANDICRAFT
Basically handicraft means manual skill, or we can say things made by hand which
includes exquisitely designed range of jewelry and handicrafts including Necklaces,
Bracelets, Earrings, Belts, Scarves & Stoles, Photo Frames, Statues, etc...

Jyotsana Overseas
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 company’s 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 company’s
hallmarks.

Jyotsana Overseas
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. Company’s 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.

Jyotsana Overseas
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 company’s goal is to provide superior quality goods to the consumers and
company’s motto is complete buyers satisfaction.

Jyotsana Overseas
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 company’s 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 company’s proactive
services 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

Jyotsana Overseas
MARKETING STRATEGIES
The different marketing strategies adopted by Jyotsana Overseas for its product for
achieving a great success of the product’s 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.

Jyotsana Overseas
PLACE
The company successfully manages to supply its product to the areas which demand them
the 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 retailer’s 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.

Jyotsana Overseas
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

Jyotsana Overseas
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.

Jyotsana Overseas
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.

Jyotsana Overseas
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.

Jyotsana Overseas
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.

Jyotsana Overseas
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.

Jyotsana Overseas
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".

Jyotsana Overseas
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.

Jyotsana Overseas
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.

Jyotsana Overseas
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.
China’s pen and pencil-making industry is the world’s 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

Jyotsana Overseas
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.

Jyotsana Overseas
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, vicuña
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.

Jyotsana Overseas
• 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. Piña (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.

Jyotsana Overseas
• 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.

Jyotsana Overseas
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

Jyotsana Overseas
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 use
of 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.

Jyotsana Overseas
• 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-free
leather. 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

Jyotsana Overseas
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.
• Leather—usually vegetable-tanned leather—can 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 natural
breathability, 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.

Jyotsana Overseas
• 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 separated
into 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)

Jyotsana Overseas
• 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.

Jyotsana Overseas
• 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.

Jyotsana Overseas
• 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 foreign
exchange 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.

Jyotsana Overseas
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.

Jyotsana Overseas
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.

Jyotsana Overseas
 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 company’s 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.

Jyotsana Overseas
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.

Jyotsana Overseas
 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.

Jyotsana Overseas
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 competitor’s 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.

Jyotsana Overseas
• 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.

Jyotsana Overseas
3. Focus at dealer level, retailer level, consumer level and sales force level can alone
ensure increase in market share for our brands in this highly competitive market.
4. Change in consumer schemes at regular intervals in necessary to maintain excitement

and to produce desired consumer pull.
4. Decrease dealer’s inventory period ensuring him better liquidation.
CHAPTER 7:-
RECOMMENDATIONS
• The need of the hour is to devise a comprehensive strategy that will help the firm
face the challenges of the future. It is very important that trained marketing professionals
who are able to communicate specific features of the product should sell the product.
• From the research I could find out that people are not aware about the policies and
features of company.
• The penetration of handicrafts in India is around 32% and in foreign its 50%. This
indicates that a vast majority of Indian population is not covered. The market player
needs to explore this untapped potential through their marketing and sales network.

Jyotsana Overseas
• 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 book

Marketing Management.
WEBSITES:-
www.google .com
http://ddcollection.tradeindia.com/

Marketing Strategies at Jyotsana Overseas

Transféré par

Informations du document

Description originale:

Copyright

Formats disponibles

Partager ce document

Partager ou intégrer le document

Options de partage

Avez-vous trouvé ce document utile ?

Ce contenu est-il inapproprié ?

Droits d'auteur :

Formats disponibles

Marketing Strategies at Jyotsana Overseas

Transféré par

Droits d'auteur :

Formats disponibles

A study on marketing strategies at 0221911706

Gitarattan International Business School 1

 The report also discusses the mechanism of services performed by Jyotsana

 Direct competitors to Jyotsana Overseas are L&K INTERNATIONALS,

Gitarattan International Business School 2

Gitarattan International Business School 3

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

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

Gitarattan International Business School 4

Elegant Range of Products

Jyotsana Overseas manufactures beautifully crafted products including imitation jewelry,

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

Gitarattan International Business School 5

Gitarattan International Business School 6

Consumer Products – Manufacturer, Export/Import

Gitarattan International Business School 7

Handicrafts of the company provide the several varieties.

Gitarattan International Business School 8

“The best promotion of the product is done by satisfied customers”

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

Gitarattan International Business School 9

Gems and Jewellery

Gitarattan International Business School 10

Gitarattan International Business School 11

Players in the market

Gitarattan International Business School 12

• De Beers has got permission to survey for diamonds in Jharkhand

Simultaneously, domestic players are also drawing aggressive plans:

Gitarattan International Business School 13

Gitarattan International Business School 14

Gitarattan International Business School 15

Gitarattan International Business School 16

Gitarattan International Business School 17

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

Gitarattan International Business School 18

Gitarattan International Business School 19

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

Gitarattan International Business School 20

Sources and Types

• Animal textiles are commonly made from hair or fur.

Gitarattan International Business School 21

Gitarattan International Business School 22

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

Gitarattan International Business School 23

Gitarattan International Business School 24

Gitarattan International Business School 25

• Aldehyde-tanned leather is tanned using glutaraldehyde or oxazolidine

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

Gitarattan International Business School 26

In general, leather is sold in three forms:

Gitarattan International Business School 27

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

Indian Leather Industry

• A source for 10% global leather requirement

Gitarattan International Business School 28

• About 2.50 million workforce (30% women)

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

• The cultural importance of handicrafts pertains to preservation of heritage,

Gitarattan International Business School 29

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

Key Facts about Handloom Industry

• Growth rate of over 20 % every year.

Gitarattan International Business School 30