Marketing Plan for GWC -2025, Brand Visinbility

reen Weaving Centre (GWC) is a weaving social enterprise of the Bhutan Youth Development Fund, that not just weaves fabrics but educates young people and enhances the wellbeing of weavers and artisans. Launched in 2020, GWC is a place where the method and materials of natural dyes are preserved through contemporary, yet traditional collections; as well as artistic education for the children of weavers. With a network of 108 green weavers in six different dzongkhags (districts); GWC aims to become the leading, globally recognized ‘eco-fashion’ brand from Bhutan.

1. 1. Product Positioning Unique Selling Proposition (USP): Highlight the use of traditional handwoven textiles crafted by skilled artisans, using various loom types such as backstrap, frame, pedal, and jacquard looms. Emphasize the craftsmanship, cultural significance, and sustainability of the materials. Focus on the variety of products: scarves, table runners, cushion covers, shawls, and home décor items. Target Audience: Local and international consumers interested in unique, handcrafted, sustainable, and cultural products. Eco-conscious buyers who appreciate artisanal and traditional craftsmanship. Interior designers and home décor enthusiasts.

2. 2. Marketing Goals Brand Awareness: Increase recognition of your woven textile products, particularly the uniqueness and craftsmanship behind them. Sales Goals: Increase sales by 25% in the next 6 months through online and offline channels. Customer Retention: Develop a loyalty program to retain repeat customers, encouraging word-of-mouth promotion.

3. 3. Channels of Promotion Social Media Marketing: Platforms: Instagram, Facebook, Pinterest, and TikTok . Content Strategy: Behind-the-scenes videos showing the weaving process and different loom types. Showcase completed products with beautiful photography. Share stories of the artisans and the culture behind the textiles. Highlight any collaborations with influencers, designers, or interior brands.

4. Use relevant hashtags (#Handwoven, # SustainableTextiles , #Craftsmanship, etc.). Website and E-commerce: Ensure that the website is user-friendly with clear product descriptions, high-quality images, and an easy shopping experience. Introduce product bundles, where customers can buy a set of complementary items (e.g., matching table runner and cushion covers). Use a blog to educate customers about the weaving process, sustainable practices, and the cultural heritage behind each product. Email Marketing: Send regular newsletters to inform subscribers about new collections, artisan stories, and special offers. Include customer testimonials and product reviews. Promote seasonal sales and limited-edition collections

5. 4. Promotions & Campaigns Seasonal Campaigns: Launch targeted campaigns during peak seasons such as festivals or holidays. Example: "Festival Special: Handwoven Gifts for the Season" Offer discounts or limited-time offers. Influencer and Blogger Collaborations: Partner with influencers or bloggers who focus on sustainable living, home décor, or fashion. Ask them to review and share your products, showcasing the uniqueness of your textiles. Pop-Up Shops/Events: Organize pop-up shops in high-traffic areas or participate in local craft fairs and trade shows to engage directly with customers and showcase the products in person. Customer Referral Program: Offer discounts or small gifts for customers who refer friends or family. This builds brand loyalty and word-of-mouth marketing.

6. 5. Pricing Strategy Premium Pricing for Unique Products: Given the craftsmanship and uniqueness of the handwoven textiles, you can price them as premium products. Discounted Pricing for First-Time Customers: Offer first-time buyers a discount (e.g., 10% off) to encourage them to make their first purchase.

7. 6. Distribution Strategy Online Sales: List products on your website and other e-commerce platforms like Etsy or Amazon Handmade. Local Retailers: Partner with local stores, boutiques, and home décor shops to sell your products in-person. International Sales: Explore selling on international platforms or partner with global retailers who focus on sustainable or artisanal products.

8. 7. Monitoring and Analysis KPIs to Track: Website Traffic: Monitor the number of visitors to your site and how well the e-commerce section performs. Social Media Engagement: Track likes, shares, comments, and the growth of followers. Sales Growth: Monitor the increase in sales during specific campaigns or promotions. Customer Retention Rate: Measure how many customers make repeat purchases. Adjust Marketing Efforts: Based on the analysis, tweak your marketing strategies. If certain products perform better on social media, promote them more. Test different types of content to see which works best with your audience (e.g., product posts vs. artisan stories).

9. 8. Customer Experience & Loyalty Customer Service: Provide excellent customer support through easy communication channels (email, phone, or live chat). Offer easy returns and exchanges for online purchases. Loyalty Program: Introduce a manual loyalty program, where customers earn points for each purchase and can redeem them for discounts on future orders.