Branding of Native Speciality Products: a Case of Dummadai
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International Journal of Recent Technology and Engineering (IJRTE) ISSN: 2277-3878,Volume-8, Issue- 1C2, May 2019 Branding of Native Speciality Products: A Case of Dummadai S.A.Rahmath Ameena Begum, S.Gayathri, G.Mahesh Kuttalam ABSTRACT---This case was motivated by the marketing meaning of enterprise, the business adventure requires problems faced by traditional entrepreneurs who manufacture another or special component or procedure. This study deals Dummadai, Fig sweet, Sugary sweet rice and many other with women entrepreneurs at the native of Kayalpatnam delicious varieties, a local geographical indication sweets and where the culture, patronage behaviour, values belief is snacks. A status analysis of current marketing methods was made through exploratory design using focused group discussion and unique. Entrepreneurs here and customers taste and face to face interview of women entrepreneurs. In addition to 4ps preferences here are unique.. of the marketing mix, this paper discuss public relations, people This case deals with women entrepreneurs residing at and programmes as an add on determinants of the marketing mix native of Kayalpatnam who manufacture traditional sweets. specific to local specialty products. Information collected directly Women entrepreneur is the person who accepts the from entrepreneurs through face-to-face discussion based on challenging role to meet her personal needs and become parameters related to potency, applicability, and marketability of Native specialty products. The problem here is lack branding and economically independent. Women entrepreneurs at lack ofproper distribution channel and. Branding strategy Kayalpatnam having a strong desire to do something interventions suggested in this paper took the shape of branding positive is an inbound quality who provide values to both framework which will help position Kayalpatnam native specialty value and society. But they lack in marketing aspects. products in various other places. Actually Female Entrepreneurship is considered by many Index Terms:—Entrepreneurs, distribution channel and researchers and economists as a major contributing factor to branding the growth of an economy. Today, Female Entrepreneurship becomes important to economic development. The I. INTRODUCTION economic and social benefits of women’s entrepreneurship Harvard Business School teacher Howard Stevenson, are very positive for the global economy. Some researchers whose examination and showing concentrated on the field of claim that Female Entrepreneurship could become one of enterprise, stated, "entrepreneurship is the quest for the solutions to the actual economic crisis. (Hind circumstance past assets controlled." However, Bouzekraoui and DrissFerhane, 2017). entrepreneur, pioneering and enterprise have extended Women entrepreneurship was a neglected space during implications today. They are once in a while used to portray the past, however with the spread of training and people who can recognize neglected needs in an assortment mindfulness among the women the image has been changed of settings, incorporating into existing small scale and the women have risen as the present most noteworthy businesses, and look to discover approaches to address those and noted women entrepreneurs that the transition from issues. All things considered, those terms are likewise homemaker to women entrepreneur is not so easy and connected to a perspective and a method for sorting out or similarly it is likewise hard for a women to succeed and overseeing, instead of just an approach to build up another sustain in her business. She needs to gain from her business. In the exemplary feeling of the term, a business encounters, adjust and conquer the difficulties in her field. person begins another business adventure, constructing the She needs to innovatively use her qualities to beat the association by satisfying what the person sees as a neglected callenges and get every one of the chances to limit her customers need in the market. shortcomings. This will be unquestionably being a mantra In such manner, a entrepreneurial visionary likewise for her to create and develop her business effectively (Dr. meets the meaning of both a business originator and an Ranjana Sharma, 2017). entrepreneur. In any case, only one out of every odd business author or entrepreneur is a business visionary. II. REVIEW OF LITERATURE Organizations that were begun to give existing items or Characteristics of strong territorial brands: The case administrations in manners like others as of now in the of champagne- Steve Charters and Nathalie Spielmann in market are not viewed as innovative, regardless of whether their article examines the qualities of these regional brands they give unrivaled items or administrations. To meet the utilizing the case study of the wines of Champagne in France. Utilizing a progression of essential informational Revised Manuscript Received on May15, 2019. S.A.RahmathAmeena Begum, Part- time internal Scholar, Reg.No: collections and past examinations the paper initially 17224011062088, Department of management studies, investigates the idea of the regional brand (counting its ManonmaniamSundaranar University, Tirunelveli, Tamilnadu, India. overall nature and new advancement), at that point builds up S.Gayathri,Part- time internal Scholar, Reg.No: 17224011062146, Department of management studies, ManonmaniamSundaranar University, Tirunelveli, Tamilnadu, India. Dr.G.MaheshKuttalam, Asst.Professor, Department of Management studies, ManonmaniamSundaranar University, Tirunelveli, Tamilnadu, India. Published By: Blue Eyes Intelligence Engineering Retrieval Number: A10320581C219/19©BEIESP 185 & Sciences Publication International Conference on Emerging trends in Engineering, Technology, and Management (ICETETM-2019) | 26th-27th April 2019 | PDIT, Hospet, Karnataka an examination of the preconditions for solid regional religious & humanity. It includes shariah rules and brands. This investigation recommend that the regional regulations Arthshastra Indian Journal of Economics & brand is unmistakable from other spot marks by the ties Research (Jan-Feb 2018. which tie the key players and their need to cooperate. Also, DrRajan Sharma in is article, “Women entrepreneurs in the regional brand can, when settled, be an extremely India - emerging issues and challenges”Women incredible entertainer in a provincial economy. Journal of entrepreneurship was a dismissed space during the past, yet Business Research (2013). with the spread of training and mindfulness among the A brand orientation typology for SMEs: a case women the image has been changed and the they have research approach by Ho Yin Wong reveals thatthe developed as the present most significant and rousing hypothesis recognizes the stepping stool of SME brand business entepreneurs. It is said that family is a chariot with direction, moving from negligible brand orientation, to wheels which are driven by both the male and female embryonic brand direction to coordinated brand direction. individuals from the family. On the off chance that one of Further, it is recommended that most SMEs will be on the the wheels is lingering behind, the chariot for example the lower ventures of the stepping stool. A model of the brand family won't most likely develop and create. Similarly when system procedure has been defined, indicating joins between we talk about a country, the Women business assumes an brand hindrances, brand uniqueness, brand direction and overwhelming job in the financial improvement and makes brand‐marketing execution. The investigation advances a huge commitments to the monetary development of the few recommendations about the pre‐conditions to move nation. International Journal of Development Research higher up the stepping stool, especially to a coordinated (dec.2017). brand orientation.Journal of Product & Brand Management- “The influence of religion on retail patronage Emerald Group Publishing Limited Journal of Business behaviour in Malaysia” by safiekmokhlis , in his thesis has Research (2005). suggested Using consumer behavior model of retail support Branding of Territorial specialityproducts : A case of as a system, religious effects on the accompanying parts of UduppiMattuGullaBrinjal by VikramBaliga, suggested shopper conduct were analyzed: way of life, utilization of that a distinct brand identity needs to be created through data source, shopping direction, store quality significance product differentiation using te branding and protection and store support. discoveries demonstrated that buyer plan. Clear mandates to give impetus to marketing initiatives religiosity, when contrasted with religious alliance, was should be issued state agencies like department of Industrial progressively valuable in foreseeing parts of retail support policy and promotion, NABARD etc., to work with local exercises. In this way it is recommended that religiosity stake holders.Indian Journal of Marketing ( 2019). variable ought to be given thought in future support conduct FarhanaSidek& Kathryn Pavlovich and Jenny Gibb in model structure and research endeavors.University of their article”An Islamic Perspective on Entrepreneurial Stirling (2006). Opportunity Recognition”.Their study highlighted “Entrepreneurial learning: a narrative-based Shari’ah compliance conceptual model” by David Rae found in his paper that andtherealisationofTawhildasimportantfactorsinfluencingM conceptualframework pioneering learning as a triadic model, uslimentrepreneurial just