Team Name: Nutcrackers

Team ID: 2819

Institute: Indian Institute of Management Kozhikode

Background: What do you think is the issue or the opportunity here?
With current marketing strategy, not many people are identifying with the vision of the brand.
Jaipur rugs is here for a larger purpose, but there are a few gaps on the marketing front to make
people realize this.
Key issues here:
1. Little awareness about the brand and its vision.
2. Not many people identify with the artistic significance of the handmade traditional rugs
3. E-commerce website not displayed upfront in search engines
Opportunities here:
1. Leeway to establish brand in synchronism with the vision we sell a blessing in niche Indian
market.
2. Capitalization of the class with higher disposable incomes with shared philanthropic interests.
Consumer/Customer Insight: What behaviours do consumers demonstrate which might
help in explaining the issue/opportunity identified above
In foreign markets, a customer buys the costly handmade carpets for their authenticity. This
customer admires the art and the authenticity of Jaipur rugs. There is a feel good factor associated
with the brand and this is what draws the customer in the foreign countries. This is the true customer
of Jaipur Rugs. This customer associates himself with the vision that the company possess and is
ready to pay a premium for it.
Jaipur rugs need to develop this very customer segment in India. It is an exclusive brand with no
precedent in Industry and has to stick to its philosophy. India presents an enormous market as there
are people who appreciate the art and the values attached to a product. There is another segment of
the upper class society that prefers a brand because of its status and exclusiveness. These
customers provide a potential market which can be captured.
The Big Idea: How do you plan to approach the problem?
Jaipur Rugs needs to market itself to a niche segment which shares its vision. This segment is high
class, economically well-off segment which would value Jaipur Rugs for its authenticity and
exclusivity. However, using the traditional media like TV and newspapers or social media like
Facebook for marketing is futile.
Here we need the media of communication which is not mass market and has a reach to elite class.
The plan can be executed in two levels:
1. Creating a brand which a consumer can recognize, and can associate to its vision and
exclusivity
2. Establishing a system that delivers what a brand promises- through retail stores & ecommerce
How will you land it in market: What are the execution details of your plan?
Address the problem with a multipronged strategy
1. Regular invitations to celebrated authors to write articles about Jaipur Rugs in upmarket
magazines.
2. Exhibition of the selected rugs in art galleries and exhibitions.
3. Sponsoring art events to increase market penetration
4. Collaboration with National Geographic and Discovery channel to air Jaipur Rugs documentary
5. Provision of a booklet with each carpet to tell a small story about its design and
manufacturing.
Any other detail:
There is a set of secondary customers who value the brand for exclusivity. They are after the flaunt
value of a product.
For secondary customers who prefer brands for their distinguishing factor following points can be
considered
1. Showrooms that provides a live experience art, tradition and value associated with Jaipur rugs.
2. Collaborating with top interior decorators to increase market penetration

Team Name: Nutcrackers

Team ID: 2819

Institute: Indian Institute of Management Kozhikode