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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Branding of products
• Product quality and its importance in marketing strategy
• and Distribution strategies of product companies.

Keywords

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