Handicraft exhibition marketing - a guerilla marketing technique

Some of the handicraft companies and hand made products companies are using exhibitions only to market their products. They are not having any showroom to showcase their products. So they have chosen to display their products during exhibitions by participating in the various exhibitions from time to time, a guerilla marketing technique to market their products. They contact the different exhibition organizers from time to time to be aware of all the exhibitions that are coming up so that they could just book the space to display their products during exhibitions and earn from the sale of their handicraft or handmade products. When they book the space, they do not have to pay at that time to the organizer. They have to pay later so they have the chance to sell their products and pay the organizers their stall rents. There is no advance payment. That is why they prefer this kind of marketing their products. These exhibitions are coming up 12 months in a year and they have lot of scope to sell their products. #handicraftexhibitionAGuerillaMarketing

According to a handicraft exhibitor, the organizers usually give a space that is outside of the main exhibition space and the space allotted also is less expensive. The handicraft exhibitor takes the space for the amount as prescribed by the organizer and it is his responsibility to pay the rent of the space and the exhibitor mainly depends on the sale of their products in the exhibition to repay to the organizer. It is not true with all the handicraft or hand made exhibitors participating in the exhibition but mostly it is the case. If the sale is made then the handicraft and hand made products exhibitor is able to pay otherwise they undergo heavy loss. But still they prefer this way of marketing their products because most of the time they make lots of profits and prefer to do their marketing in this way. Their concern is that the organizers should understand their difficulties of this type and excuse their payments of the stall of at least 50% if they have not made any sale. The organizers should support them in this way. Many of the exhibitors said it is a kind of gambling but still they will continue with this kind of marketing.

According to another exhibitor, they make the booking of a stall depending upon the location of the exhibition. Location is important in this kind of marketing. If the stall is on the outside then the organizers should give the facilities like full carpet area, car parking should be not near to their stalls because due to dust created by cars may make their products look dirty and the organizers should look into how to protect their products during rain. There should be fan inside their stalls. Security should also be given to them as well. As the organizers charge less for their stalls sometimes the exhibitors have to go through without all these amenities. Although the organizers do not take an advance from them but the exhibitors have to pay for the transportation of their goods to the exhibition stall and also to take back the unsold goods to their homes and pay the stall rent. These expenditure is met by the exhibitors.

According to another exhibitor, in government exhibitions, stall rent is free and there are all the facilities available with the stall. Many of the exhibitors are selling their products only through exhibitions and they also give their products to whole sellers.

According to another exhibitor, the date and time of the exhibition is very important. People come to stalls during evening hours, on government holidays, etc so the organizers should keep this in mind for such exhibitions. Sometimes if we make sale also then the money goes away in giving the stall rent. So organizers should support in some ways to such small exhibitors of giving some rebate in stall rent. In business there is up and down but still one should participate in exhibitions. 

According to another exhibitor, sometimes only some commissions have to be paid to the organizers and also that depends on the sale of the products. If the sale is there the commission needs to be paid and if there is no sale then there is no commission needs to be paid. This is very good marketing method and should be encouraged.

According to another exhibitor with snacks as their products - They take stall inside the main exhibition hall. They are not there to sell the products but rather to promote their brands through distributing leaflets. When the product comes first to the market, many are not aware of the brand and the product but after participating in the exhibitions, the entire city comes to know about the company and their products, branding mileage is there in exhibition, company is coming under direct contact with the customers, inquiry is generated and deals are made.

Value addition to fishery business

The value addition scope is not there in Fishery business in Ranchi/Jharkhand. It was tried in few hotels but that was not very successful. There is local fish but local fish is in dead condition. Andhra Pradesh fish size is good and so there is demand for it in parties. Fishes are transported in vehicles loaded with water.

Breeding of Pungacious fish was first done in Jharkhand of India. The Fishery department of Jharkhand can meet 50 kg or even 2 quintals of the order for Pungacious fish today. It is a special species. In Odisha, there is no demand for Pungacious fish. In Bihar, there is high demand for Pungacious fish. There is competition of Pungacious fish in West Bengal. In Howrah, there is fish market. But the traders have their own syndication. They allow fish from other states but only on their terms which the farmers of Jharkhand  do not like and cannot compete with their terms and conditions.

In Jharkhand in one lorry, 150-200 or 300 kg fish can be transported. There is Cage culture fisheries in Jharkhand. There was production of Monosex Tilapia but the farmers are not showing keen interest because their business growth is not at par with the Pungacious fishes.

The main hurdle in Fishery business are:

• One cannot change the taste of people
• If the husband and wife both go to office and when there is fast life and it is difficult to handle making fish and washing fish then only value added fish would be in demand.

There are two types of market of fish:

• Fish ready to serve
• Fish ready to cook

There is a place in Jharkhand, where privately rice and fish curry is being sold near court during lunch hour. There is one bowl of rice and two pieces of fish in fish curry.

According to a Senior Officer in Fishery organization, Jharkhand and Bihar can be developed. The Fishery Department is going to open a restaurant in future with fish as the prime dish. Small scope may increase in this kind of value added fishery business. Ladies can enter by cooking and ready to serve. There are lots of problems because of Government rules like health management programme etc. Frozen Shrimps are being exported.There can be promotion by taking a fish plus eggs plus chicken stall in railway stations. It is complete protein food. Passengers may like this in railway stations who have been traveling for 24 hours in train because it is very spicy food and energizing food. Pungacious fish is boneless fish. It has a particular smell and taste. As it is intra muscular skeleton fish, it is best for boys who do not like to take out the bones in fish. Pungacious fish food is for ready to serve purpose. Pungacious species seeds are coming from Vietnam. In one cage there is 3-4 tons of Pungacious species fish and take 1&1/2 years to grow. Approximately 27,000 Cages have been floated. Unless and until, 40,000-50,000 annual production will not take place, no industry can come into this business but small farmers business can happen by producing 5 tons to 10 tons fish daily. If UNICEF through WHO does some experiment to make a drink because the fish flesh is very soft, then the non-vegetarian children will be very much benefited because it will be a very nutritious drink. It can be a tool to remove anemia. It is easily digestible protein and good quality protein. It has a very low percentage of cholesterol. It will be very advantageous for heart patients. There will be value addition #valueadditiontofisherybusiness. Cage production of Pungacious species of fish is taking place in Jharkhand which is first in India and presently on top.