M a r k e t i n g M i x

Handicraft In Global Market

Pottery

Prerna Jha
BD/2-/2184
CONTENTS
01. Pottery as a Handicraft
02. Types of pottery in India
03. Global market of pottery
04. Exports Of India
05. Market Mix
06. People
07. Process
08. Physical evidence
Pottery as a
Handicraft
Handicraft is the art of creating decorative or useful objects using skilled and often
manual techniques. It encompasses a wide range of crafts, including weaving,
pottery, embroidery, wood carving, basket weaving, and jewelry making, among
others.

Pottery is one of the oldest and most widespread forms of handicraft, dating back
thousands of years. It involves the shaping and firing of clay into ceramic objects,
such as bowls, plates, vases, and figurines.

Pottery is often made using traditional techniques, such as hand-building, wheel-

throwing, and glazing. These techniques require skill and practice to master, and
each potter brings their own unique style and approach to their work.

Pottery has a rich history and cultural significance, with many different styles and
traditions around the world. For example, Japanese pottery is known for its
minimalist aesthetic and emphasis on natural materials, while Mexican pottery is
often brightly colored and decorated with intricate patterns.
Types of 01.
Blue Pottery: Blue pottery originated in Jaipur, Rajasthan,
and is known for its distinctive blue and white designs. It is
made from a unique blend of quartz, feldspar, and glass,

pottery in
and is fired at a low temperature.

India
Khurja Pottery: Khurja pottery is produced in the town of

02. Khurja in Uttar Pradesh. It is known for its bright colors and
intricate designs, and is often used for making
kitchenware and decorative items.

Chamba Pottery: Chamba pottery is produced in the

03. Chamba district of Himachal Pradesh. It is known for its

simple, elegant designs and is often used for making
storage jars and water containers.

04.
Black Pottery: Black pottery is made in the Manipur
region of northeastern India. It is known for its distinctive
black color, which is achieved through a special firing
technique. Black pottery is often used for making vases,
bowls, and other decorative items.
Global According to the World Customs Organization, the global exports of pottery
and related items were worth USD 7.5 billion in 2020. Here are some of the
top countries that export pottery.

market of China: China is the world's largest exporter of pottery, accounting for
around 60% of global exports. In 2020, China exported pottery and related
items worth USD 4.5 billion.

pottery Italy: Italy is the second-largest exporter of pottery, with exports worth USD
745 million in 2020. Italian pottery is known for its intricate designs and high
quality.

5,000 Spain: Spain is a major exporter of pottery, with exports worth USD 337
million in 2020. Spanish pottery is known for its bright colors and traditional
4,000 designs.

Mexico: Mexico is a major exporter of pottery to the United States and other
3,000
countries in North America. In 2020, Mexico's pottery exports were worth USD
240 million.
2,000
Thailand: Thailand is a major exporter of ceramic and pottery products,
1,000 with exports worth USD 214 million in 2020. Thai pottery is known for its
unique designs and use of vibrant colors.

0
China Italy Spain Mexico Thailand
Exports Of
04

India
According to the data provided by the Ministry of Commerce and
Industry, Government of India, the exports of ceramic products
(including pottery) from India were valued at US$ 346.56 million
in the financial year 2020-21. This represents a decline of 15.57%
compared to the previous year, which is likely due to the impact
of the COVID-19 pandemic on international trade.

In terms of the destinations for Indian pottery exports, the United

States was the largest market, accounting for around 27% of total
exports. Other major markets included the United Arab Emirates,
the United Kingdom, Germany, and France.

The FICCI report notes that the pottery industry in India is expected to
grow at a compound annual growth rate (CAGR) of 10% between 2018 and
2023. This growth is attributed to various factors, including the
increasing demand for pottery products both domestically and
internationally, as well as government initiatives to support the
handicraft sector. By analyzing the data we see their is a annual growth of 10%CAGR,so looking at
this as an opportunity we have created a marketing mix for pottery in global
market .
Market Mix
1.Product

The pottery industry in India offers a wide range of products, including decorative items,
tableware, kitchenware, and more. The focus should be on traditional and authentic pottery
that is crafted by skilled artisans using traditional techniques.
The pottery industry in India is renowned for its exquisite designs and craftsmanship. The USP
of Indian pottery lies in its use of traditional techniques and the incorporation of local
elements into its design. For example, blue pottery from Jaipur is a type of pottery that uses a
unique blue glaze and floral designs inspired by Mughal art. The USP of blue pottery lies in its
intricate designs and vibrant colors, which make it a popular choice for decorative purposes.
So, now adding a new innovative approach to product lineup we can amalgamate our
traditional pottery techniques with utilitarian products, to create a new market for it.
And thinking in this direction to create a new product lineup, we can merge pottery with Mitti
Cool, which is a type of clay refrigerator that uses evaporative cooling to keep food and
drinks fresh. By combining the functionality of Mitti Cool with the aesthetics of blue pottery,
you can create a new lineup of utilitarian and aesthetically pleasing products, such as blue
pottery-inspired Mitti Cool water jugs, bowls, plates, and other tableware.
This could be a new approach to create a new segment in marketing our products more
appealing.
Market Mix
2.Price

Pricing is an important aspect of marketing pottery handicrafts. The price points of pottery
handicrafts vary depending on the country of origin, the product, and the level of detail in the
design. For instance, pottery handicrafts from China are known for their competitive pricing,
For example, a small Chinese ceramic vase can be priced at around $10, while a larger one
can be priced at $50 or more. While those from Italy have a premium price. For example, a
small Italian ceramic vase can be priced at around $20, while a larger one can be priced at
$100 or more. In India, the price of pottery handicrafts can vary depending on the region of
production and the level of detailing involved. It is important to have a competitive price
point that can be affordable for customers in different regions. To achieve this, we can focus
on optimizing production costs by using local materials and skilled artisans to keep the price
points competitive.
For logistics aspect, In order to minimize the extent of damage of exportable products and
improve export marketability and to enable capacity building, consultancy services in the
field of packaging, export awareness and education among young and educated
persons/manufacturers/exporters to acquaint them with export
procedures/policy/documentation/techniques etc. Which would further lead to less wastage
and increased profit margins.
Market Mix
3.Place
The "place" aspect of marketing refers to the distribution channels used to make the products
available to the customers. The distribution channels for Indian pottery handicrafts include local
markets, retail outlets, and online platforms. The Indian handicraft industry is the largest
decentralized industry in the country, with around 7 million artisans involved in producing various
handicrafts.
In the strong markets, Indian pottery handicrafts have created a strong foothold, with 24% of overall
Indian export to the US, 14% to UK, and 18% to European markets. Many Indian handicrafts have gained
popularity because of their unique designs, handcrafted quality, and cultural heritage.
To expand into emerging markets, creating a new brand can be beneficial. The new brand can be
positioned as an innovative and modern take on traditional pottery handicrafts which appeals to a
younger demographic. Additionally, the new brand can be launched in online platforms like Etsy and
Amazon, which have a strong presence in emerging market .The global handicrafts market size is
expected to reach $984.8 billion by 2025, with Asia Pacific being the fastest-growing region. This
presents a significant opportunity for Indian pottery handicrafts to expand into emerging markets.
Overall, the "place" aspect of marketing for Indian pottery handicrafts is about identifying the right
distribution channels that will help the product reach its target customers. By leveraging the
popularity of traditional Indian pottery handicrafts in established markets and creating a new brand
to appeal to a younger demographic in emerging markets, the reach and sales of Indian pottery
handicrafts can be expanded.
Market Mix
4.Promotion
The "promotion" aspect of marketing refers to the activities used to create awareness and interest
in the product among the target audience. In the case of Indian pottery handicrafts, there are
various promotional activities that can be used to create awareness and generate interest,
including:
1. Social media: Social media platforms like Facebook, Instagram, and Twitter can be used to
showcase the unique designs and handcrafted quality of Indian pottery handicrafts. This can be
done through high-quality images and videos, as well as informative and engaging captions.
2. Influencer marketing: Collaborating with influencers who have a strong presence in the
handicrafts niche can help reach a wider audience and increase the credibility of the product.
3. Trade shows and exhibitions: Participating in trade shows and exhibitions can provide an
opportunity to showcase Indian pottery handicrafts to a global audience and network with
potential buyers and retailers.
4. Content marketing: Creating informative and engaging blog posts, videos, and other types of
content can help establish the brand as an authority in the handicrafts industry and generate
interest among potential customers.
5. Discounts and offers: Offering discounts and special promotions can encourage customers to
purchase Indian pottery handicrafts and increase sales.
Overall, the "promotion" aspect of marketing for Indian pottery handicrafts is about creating
awareness and generating interest in the product among the target audience. By leveraging social
media, influencer marketing, trade shows and exhibitions, content marketing, and discounts and
offers, the reach and sales of Indian pottery handicrafts can be increased.
5.PEOPLE

The target market for pottery handicrafts can include individuals who
appreciate handmade items, collectors of traditional crafts, and interior
designers who want to add unique and authentic elements to their projects.
To influence these target customers, it is important to showcase the
authenticity, uniqueness, and cultural value of the pottery handicrafts. Social
media platforms such as Instagram, Pinterest, and Facebook can be used to
reach out to potential customers and showcase the products through
engaging visuals and videos. Collaborating with influencers and celebrities
who appreciate handmade products and align with the brand's values can
also help to promote the products to a wider audience.
6.PROCESS
Providing transparency in the process of making pottery handicrafts can
create interest and excitement among customers. This can be done by
sharing images and videos of the artisans creating the products,
showcasing the materials used, and providing information about the
traditional techniques and cultural significance of the craft.
Making the purchasing process easy and accessible can help to attract
and retain customers. This can be achieved through setting up an online
store, offering various payment options, and providing a clear return and
exchange policy. Offering customization options to customers can also
help to create a personalized experience and build customer loyalty.
Share images and videos of the artisans creating the pottery handicrafts
on social media. This can help to create transparency and generate
interest among customers.
Provide information about the materials used, traditional techniques, and
cultural significance of the craft. This can help to create a deeper
connection with the customers and educate them about the craft.
7.PHYSICAL EVIDENCE

Participating in trade shows, exhibitions, and events related to

traditional crafts can help to showcase the physical evidence of the
pottery handicrafts and create brand awareness. The packaging of the
products can also be a way to showcase the physical evidence of the
pottery handicrafts. Using eco-friendly and sustainable packaging
materials can align with the brand's values and attract environmentally
conscious customers. Artisans photos and quotes can be shared on
the sides of the packaging to build more acquaintance. Collaborating
with interior designers, artists, and other brands can also help to
showcase the physical evidence of the pottery handicrafts in different
settings and contexts. This can be done through product placements in
art galleries, hotels, and restaurants.
Use social media to showcase the physical evidence of the pottery
handicrafts. Share images and videos of the products in different settings
and contexts, such as art galleries, hotels, and restaurants. Planning and
installing digital or physical stalls in areas like museums, art galleries ,
airports where people can get awareness and build acquaintance with the
product , we can run promotional campaigns through it, a small corner to
try out making potteries will also aid in increasing the engagement with
potential consumers and customers.
Thank You!!