Be on your own in marketing – a series
·
Entrepreneurs
in the field of marketing
Only listen to those experiences who have become
entrepreneurs after 1991 and marketing their product either in India or abroad.
They are the entrepreneurs who have started their enterprises in unprotected
business environment. Their experience is just like similar to the today’s
children using electronic gazettes like mobile or computers. Because their
enterprise has taken birth in unprotected business environment and they are accustomed
with the game of marketing. I know such one J.P. fine chemicals enterprise
which claims that they have acquired worlds 17% market share of few high
profile medicines.
Entrepreneurs have to concentrate on Features (F)
Advantages (A) Benefits (B) (FAB) of the products. The enterprises have to
offer goods and services of desired quality at optimum cost. Select the right
market/customers identified at the time of planning the unit. The transit of
services or products from manufacture to the end user is known as marketing
channels. It may be manufacturer to wholesaler to dealer to retailer to end user
or with any combination from manufacturer to end user. Establish direct
marketing channels or a network of dealers as per requirements of the product
based upon initial survey. One should highlight the uniqueness, FAB, strengths,
innovativeness, price, variety of options, after sales service, of their
products or serives.
·
Make
your new product a popular one
One has to make his service or product popular for
marketing his/her services or products. Think from the point of view of the
buyer or end user. Why he will see your product and how he will buy your
product. Either it is need based or it is pleasure.
One may create awareness among the buyers or consumers
about your services or products strong points, uniqueness in order to convince
them of the utility of the product. Mouth publicity, distribution of handbills,
display of banners, press conference, press note, launching of the product
event; demonstration of the product, advertisements in daily newspapers or TV
channels, services or products websites, presence of social community sites,
portal of the services, distribution of free samples, display of air balloons
in the sky, hoardings, digital display boards, e-mails, SMSs, parts in exhibitions,
product stickers, etc. these are some of the means for giving publicity to the
products. Publicity in various available forms has to arrange within the
budgetary constraints. Indian market is very peculiar market poor people may
need quantity with bothering about quality; middle class people are aware they
may need quality at a reasonable price; rich people may need excellent quality
& may not bother about the price. So entrepreneurs should be aware about
the niche market of their products. You should sale your products & gain
the confidence of the consumer’s and tries to retain the consumers/customers.
One may get & review the consumer feedback, NSIC, MSME, MSSIDC, help in
popularizing the product through domestic and international trade fairs or
exhibitions.
·
No
marketing assistance in private but some marketing assistance through
government
In fact there is no
such agency who will take 100% guarantee to sale your services or products. It
is your duty to search & identify the market. Again NSIC, MSSIDC, KVIC are
the Govt. agencies for providing marketing assistance to MSM Enterprises to
some extent. NSIC directly market the MSME product in the domestic and overseas
market. NSIC also manages a single point registration scheme for manufactures
for Govt. purchase. Unit’s registered under this scheme get the benefits of free
tender documents and exemption from earnest money deposit and performance
guarantee.
·
About
exports
ECGC,
DGFT, ITPO, FIEO, Chamber of Commerce in different countries, ministry of
commerce provide assistance in providing exports. Office of the DC, MSME
provides financial assistance to MSM Enterprises to display their products in
overseas fairs & also for sales – cum – study tours abroad.
MSM
Enterprises gets special benefits such as duty drawback, advance licensing for
import of capital goods & raw materials pre-shipment and post shipment
credit against firm export orders, marketing development assistance, income tax
benefits, from Govt. agencies.
·
The
scheme of Bar coding
To
attain global standards “bar coding” should be adopted. To facilitate adoption
of bar coding MSM Enterprise the Central Govt. has launched a support scheme.
Details
of the scheme