I see a bright future of me in
Paschimanchal. This depends on how quickly
you develop your confidence, skill & management in marketing. Today market
is the fortune maker of any commodity. Presently I am in a nascent stage in Paschimanchal. Indeed you are now
at a low scale of production. Hope, gradually you will scale up quantum. Just
now, I remember a proverb quoted by the
legendry Khana. In her famous words (bachan) “ Pasapasi bas.. Dekhadeki chas”. .
Farming is an outcome of seeing. When your neighbours will see me in the waste-land, up-lands, forests ,orchards
and unutilized lands then they will start loving and following me spontaneously and begin a new farming systems in the dry tracts. In
future I will grow more and more. Simultaneously
I visualize market related issues that will come up later. To tackle future marketing problems I need
entrepreneurs. Only they can help sustain my prosperity. Ultimately my prosperity will be transformed into your prosperity.
You may be successful
entrepreneurs if you adhere to some basic tenets. You along with your SHG
members can be a unit of
entrepreneurship. In long run you may also establish Producer’s Company. In
Kandhamahal tribal Shgs formed KASAM – a producer’s company. Kasam is now exporting and earning crores of rupees. In Paschimanchal you can do the same. Only it requires your dream,
dedication and determination. I have seen women run SHGs in Meghalaya who have
captured wide turmeric markets by their
quality products. Similar can be done in Paschimanchal. There are now many
institutions who will help support if you take the challenges. Read the lessons of Maniklal or Shantimoy by
heart and become entrepreneurs.
I have noticed the bud of
entrepreneurship among many of you. In
many occasions you raised the issues. Now I want to share some tips for your
success and mention your strengths on the subject..
Marketing Strategy for entrepreneurship
depends on multi-factors. These factors are classified into seven components
for ease understanding and lovingly
called 7 Ps. They are Product, Price, Promotion,
Place, Packaging, Positioning and People.
The first criteria considers
about inbuilt property of the commodity.
If you produce me with your devotion using quality materials, I am sure you would gain advantage and upbeat
competitors. Colour, flavour and
taste are at your disposal.
You would be superior to many who mix
poisonous lead-materials for
colour or rice powder for volumes. Look
at Shantimoy’s experience . Households now queue to his door for quality products. Remember, customers always make bee lines in
front of quality products.
For second
point you can challenge your counter competitors . If you produce and
process me with local resources and with your own labour and market it locally
you will enjoy price-advantage. You can sell your product at cheap rate keeping safe margin. Finally, both customers
and producers will be cheerful at the same time. Harvest your price-strength.
Next P-is promotion. Your locality is known to you. You will be facing known local customers. Communicated with them with
your products. Let them feel about your quality. Gradually your product will be
promoted. Don’t be shy or shaky. Be innovative
in marketing. Search the gray areas of companies. For example, render home services or
delivery on tele-calls which
corporate or other agencies find
difficult. Once you enjoy the
confidence of your people in quick delivery from your end, your products
will be automatically promoted. Promote your service to uncared sectors,e.g.
tapping mid-day schools, confectionery shops etc .
Next marketing strategy relates
to place- where product is marketed or available. You are a local entrepreneur.
You extract the advantage of location-benefits
. Your ease mechanism in rural stay will allow me to reach customers.
Exploit this strength.
Now I advise you to attend
packaging. There are a number of handy
packaging instruments. Use those to pack me in a nice way. Eye catching packets with quality products
never avoids customers. Using family labour you can make cost-effective
packaging.
In marketing management “positioning” is given an importance. It
refers to your friendship in the heart and mind of customers.
To this point you have again advantage.
You have easy access to the customers-they are your known faces. You can freely
discuss with the customers. You can module your products according to their
choice. Alien entrepreneurs lag behind you in this respect. Hurry up. Take lead
in Positioning. Watch how you are seen and thought about by your customers.
The last but not least is
people. People are the strength of
entrepreneurs. If you want to win think of them
both inside and outside your business.
Scan the useful person around you. Remember the valued quotes of Jim Collins “ best company got the
right people on the bus and the wrong people off the bus”.
I have said the basics of entrepreneurship
skill and strategy for effective marketing.
Practice those in reality. I want
to see you a successful turmeric entrepreneur.
