Caselet Code : CLMM016
Publication date : 2005
Subject : Marketing Management
Industry : Fast Moving Consumer Durables (FMCG)
Length :
 04 Pages
Price :  Rs. 100 (Detailed Pricing Info)

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Abstract

Khadi and Village Industries Commission (KVIC) is a statutory body that was set up to promote khadi and village industries. However it faced problems in expanding its market and improving sales during late 1990's. The caselet highlights KVIC's efforts to revamp its marketing strategy in order to expand its market and improve its sales. It examines the market survey conducted by KVIC to ascertain the perceptions of customers and channel members about KVIC products and its outcomes. Finally, the caselet discusses the changes that KVIC made to its marketing strategy based on the survey results.


Issues:

» Branding of products

»  Product quality and its importance in marketing strategy

»  Distribution strategies of product companies

Key words:

Khadi and Village Industries Commission (KVIC), Khadi, Village Industries, Marketing Strategy, Market Survey, Sarvodaya, Quality Norms, Sarvodaya Quality Circle (SQC), Agmark, FPO Standards, Competitive Pricing Strategy, KVIC Network, Retail Outlets.

Questions for Discussion:

1. How do you think branding can help KVIC to sell its village industry products?

2. Analyze the steps taken by KVIC to change customer perceptions and to improve the acceptability of its products?

3. What other steps can KVIC take to make its Sarvodaya brand successful?