Marketing Report of

Handmade
Written by : Fatimah hussen alyami
ID: 1081641571
7th of September - 2015

Sara Mohammed Ali

Salha Abo-khirah
Elaf Medrass
Asma Alshomrani
Table of Contents
1- INTRODUCTION:........................................................................................................................ 2
1.1_ Background:............................................................................................................................ 2
2- MARKETING RESEARCH............................................................................................................... 3
2.1_ Introduction............................................................................................................................. 3
2.2_ Research method..................................................................................................................... 4
2.3_ Research analysis.................................................................................................................... 4
2.4_ SWOT analysis......................................................................................................................... 6
2.5_ Market segments..................................................................................................................... 6
2.6_ Targeting................................................................................................................................. 6
2.7_ Marketing mix.......................................................................................................................... 7
2.8_ Market strategy..................................................................................................................... 11
2.9_ The result of the research...................................................................................................... 11
2.10_Financial information............................................................................................................ 11
2.11_Results.................................................................................................................................. 12
3- CONCULOTION:......................................................................................................................... 12
4- APPENDICES............................................................................................................................ 13

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FATIMAHALYAMI_BISCOV32_HANDMADE_16TH OF SEPTEMBER 2015
 1- INTRODUCTION:
HANDEMADE is one of the companies which has to do a report to set up a small business
at Nescot College. This report includes how did HANDMADE ran this business in details.
HANDMADE did lots of activities to do this business Bazar in proper way. Started with
doing marketing research to look for customers needs. By doing a primary questionnaire
which customers found it easy to answer it quickly. Also, this report include a SWOT
analysis, market segments, marketing mix, marketing strategy, and the results which
covered all the advantages and disadvantages of the company. HANDMADE recommend
in future to come up with more attractive ideas and provide more handmade options to
sale. The company keens to keep the service very high as customers used to see.

1.1_ Background:
HANDMADE started this small business because it had to do a project which will
help the company to know how to set up and organize businesses in the future. In
addition, we choose HANDMADE business because we did a marketing research for
the students and teachers which show us that lots of them are really interested in
that kind of products we have deep passion and experience about.
HANDMADE companys mission statement is we want to inspire people who are
always go directly to buy (readymade) projects, here they can find something
completely different as we provide goods which customer ask for and express their
Fo u n d e r o f th e c o m p a n y , D e s ig n e r, a n d

personality

Fatimah
(staff)
Desiner of bookmarks and Researcher
W rite r o n t-s h irts .

Elaf
(staff)
(le a d e r)
S a ra

Decorator, Designer of bookmarks and

innovator
Asma
(staff)
Advertiser, promoter
Salha
(staff)
who provided all the materials that
company needs

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FATIMAHALYAMI_BISCOV32_HANDMADE_16TH OF SEPTEMBER 2015
 o Sara: the Director of Handmade Company, who guide everyone to his
responsibility. In addition, she wrote on t-shirts with calligraphy font.
o Fatimah: the one who is the responsible about bookmarks. She created lots
of them.
o Elaf: who decorated the bookmarks. And she is responsible to come up with
new ideas.
o Salha: the one who is her job provide all the materials and stuff witch
company needs to create its products. She brought the desserts to welcome
the customers.
o Asma: all her work was focusing on promotion and advertising.

Here as you can see, we choose a simple logo and we created it carefully to
express the mining of HANDMADE Company. The pink color means its by female
hands, and the black means all the products made professionally. Also the
company choose this slogan that it will inspire people and attract them more to the
handmade products.

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2- MARKETING RESEARCH
2.1_ Introduction
Our company did a primary research to find out what costumers would like to see and
buy at college. The marketing research was at 12:30 p.m. On Thursday, august 28,
2015. Instead of asking all the customers, we chose 6 classes from different levels.

2.2_ Research method

Our company include 5 members. HANDMADE group shared to make the
questionnaire clear for the customers as useful as for us. Which were 60 samples,
every sample has 10 questions. The customer who had confused with any question,
our members explained it clearly and helped them out.

2.3_ Research analysis

Q1. What do you HANDMADE READYMADE
look for when you
shop online?
44 16
Q2. Are you YES NO
interested in
homemade
products to be sold
in college?
51 9
Q3. What CLOTHE BAGS ACCESSORIE
handmade products S
do you prefer to
buy?

18 11 31
Q4. In your opinion, 20-40 40-60
what is the
reasonable price for
handmade
products?
52 8
Q5. What language ENGLISH ARABIC
do you want
calligraphy writing
to be in?
20 39
Q6. Do you think YES NO
bookmark is useful
idea?
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FATIMAHALYAMI_BISCOV32_HANDMADE_16TH OF SEPTEMBER 2015
 50 10
Q7. Which do you PICTURE QUOTES
prefer bookmark
with?
47 13
Q8. What do you INSPIRATION ROMANTIC
love to read on the
bookmark?

48 12
Q9. Are you YES NO
willing to pay
more for
personalized
design?
43 17
Q10. Do you YES NO
think that
handmade
products worth
more?
52 8

The preference for audience when they shop online

50 44
40
30
20 16
10 1 1
0
1
HANDMADE
READYMADE

From the chart, we can see that most of our customers interested in handmade products
more than readymade products. Thats what motivated us to keep on, and based on the
survey results we decided choose our products that we will sale.

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 handmade products that customers prefer more
2%
0.51

0.18
0.3

1
CLOTHE BAGS
ACCESSORIES

As we can see, %90 of customers would like to buy accessories and %50 prefer clothes.
So we decided to provide them with this options by setting up a stall of bookmarks / t-
shirts.

customers' opinion of order personal bookmarks designed on their requist

70

60

50

40

30

20

10

0
1

agree not agree

HANDMADE customers loved the idea of making personal bookmarks, based on that the
company offers business card including address, phone numbers and E-mail to contact
them.

2.4_ SWOT analysis

STRENGHTHS WEAKNESSES
The location. Handmade The products compared
located in front of the to customers were too
entrance few
Talented employees
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 Less expenses
Introduction of new different
products
Uniqueness

OPPORTUNITIES THREATS
EXPANSION Entry of
Quick service competitors
Few readers

2.5_ Market segments

1- Demographic:
Because the customers are students between the ages 19-25 and also there are teachers
from different ages, we decided to design our products by different ways. The products
can show different themes (funny, serious, wry, inspiration, kiddy. etc.)
2- Geographic:
Handmade company setting up the stall in a quiet and spacious place, where the
customers can shop comfortably.
3- Psychographic
People who love reading, will sure find the bookmarks are interesting idea. They deal
every day with books. Bookmarks are offered to help them easily to organize pages and
get them back where they stopped reading.
On the other hand, people who interested in sport, would like to wear T-shirts with some
players names or some quotes about sport clubs.

2.6_ Targeting
Teachers are considered one of HANDMADE target markets. We chose teachers for many
reasons. Some of these reasons are that most of them are foreign people, American and
British etc. who have passion about books and reading. In addition, they deal with
books on a daily basis, Bookmarks have some funny and inspiration quotes too, which
can help an exhausted teachers and make them delighted.

2.7_ Marketing mix

Product
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Handmade provide two types of products.

T-shirts with calligraphy hand written on:

We offer T-shirts which customers can find them with different colors and sizes. The
company display 10 of them to show customers as samples. The customer has two
options, either buys one of the T-shirts or orders another design when HANDMADE
opens the order door every Thursday.

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 Bookmarks designed with different themes:
Based on the results that we had from the marketing research, we designed the
bookmarks. The bookmarks show different kinds of themes. There are inspiration
bookmarks which most of customers love. There are also some romantic, kiddy, funny
and Islamic.

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 The packaging:
We deliberately designed the packaging by our hands to support the main idea of
HANDMADE Companys massage which says BE YOU BE CREATIVE. Every envelope has
a business card and thanks card which thanks customers who bought from HANDMADE
Company.

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DISPLAY THE PRODUCTS:
HANDMADE display the products using table and cover. We also used a mannequin to
show up t-shirts. The table decorated by flowers, books, candles and two small
mannequin to hang the bookmarks on.
Price
T-shirts are cost from 45-50 riyals, depends on the design if its with words or pictures.
Bookmarks price starts from 10 to 15, depends on the design and how long does it take
to make one bookmark.
Place

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HANDMADE stall the table in the middle and in front of the entrance. This place has
chosen carefully to make it easy for customers to find us. Also, the table located in front
of the windows, that what displays the products better and clearly.
Promotion

HANDMADE company did lots of promotions, which include these marketing

activities:
MARKETING DAY1 DAY2 DAY3 DAY4 DAY5 DAY6
ACTIVITIES
Brochures
Words of
mouth
posters
Display logo
in t-shirt
Business
cards
HANDMADE group walk around and give brochures to the customers a week before to
announce them about the BAZAR, also the day before the Bazar to confirm. All the
members make sure that all the customers know about the Bazar, thats why they used
the word of mouth for a week. For a week, if you were walking and you went to the
cafeteria, you surly have noticed the big poster hanged on the wall. The day before the
Bazar, HANDMADE members wear T-shits has the logo of the company, which attract lots
of customers to ask about the company and the products.
The company distributed business cards at the Bazar for all the customers who wanted
to be in touch with the company to order some products later.

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2.8_ Market strategy
HANDMADE strategy is The first concerns of the company is customer satisfaction.
HANDMADE achieved that by provide goods which made once time and especially for the
one customer. Therefore, the company designs each product on customer request and
for once to distinguish each customer individually.

2.9_ The result of the research

HANDMADE noticed that most of customers came to see the products after they noticed
the mannequin, display the t-shirts by using mannequin was very affective idea which
lets customers to see the products better even if they were far. In addition, using
mannequin made difference among all the companies, its the smartest and the most
professional way to display t-shirts.

2.10_Financial information

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HANDMADE company could sale all its products which displayed at the Bazar. That what
earned the company good profit, although it wasn't a huge profit but the expenses was
less. HANDMADE considered that as first success of the company.

2.11_Results
The Bazar which HANDMADE ran, was the first Bazar. Based on that, it was a good
experience in many different ways. HANDMADE members could figure out all the
strength and weakness points. As the company earned many loyalty customers. There
were also some mistakes which they are the reason of not increase those customers
rate. Here, we mention gaps which we hope to avoid in future:

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 - Display all products at the same time, that was the reason to not show it to the
rest of customers who came later.
- The products which available to sale were limited. There were only 10 T-shirts and
25 bookmarks.
- The samples of marketing research werent enough, thats why HANDMADE
couldnt know over all the customers needs with all the Differences.
As HANDMADE keens to avoid all the mistakes, on the other hands the company keens to
develop all the employee skills. And keep doing the best to satisfy customers.
HANDMADE found that customers are interested in hand written instead of printing.
Therefore, the company decided to offer all the products with this option.

3- CONCULOTION:
Now, we all can be creative and design our products we know in HANDMADE company
that customers always expect the best. Therefore, customers are very important
supporters to develop HANDMADE Company. They can share ideas and give opinion
which HANDMADE group is pleasure to run and provide them in reality. That what will
keep HANDMADE always in the same level of expectations or better.

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 4- APPENDICES

HANDMADE group did a ppt to ask a proof from manager to start running this business in
reality. The ppt include 3 slides which tell the manager simply about the Bazar.

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