MP State Bamboo Case Study

Executive Summary

Description of Business
The MP State Bamboo Mission was constituted by MP government. It was registered as a society in 2013. The executive committee and the general body are led by Honorable Forest Minster and Principal Secretary, Forests, MP. The mission was launched to tap the vast potential of bamboo in the sustainable development of the country. Its main aim is to provide employment to communities that are not economically capable to support their livelihood, and also to promote use of bamboo products Company Ownership
The organization was launched under Ministry of Agriculture and MP government.
Location
The head office is located in Bhopal while the clusters are set up all over MP with bamboo plantation in areas
Marketing Targets and Achievements for 2013-14 (01-04-2013 to 31-07-2014)

The financial proposed targets for all activities of year 2013-14 were 1037.82 Lakh and allocation proposed were 827.94 Lakh which was fully utilized by the M.P. State Bamboo Mission. Given below is an extract of marketing activities carried out by M.P. State Bamboo Mission
S.No. Components Target Proposed (Rs. Lakh) Target Allocated (Rs. Lakh) Achievements (Rs. Lakh)
1 Bamboo Wholesale and retail markets 5.33 5.33 5.33
2 Bamboo Bazaars 9 9 9
3 Retail outlets in ten metros 13.33 0 0
4 Participation in Domestic trade fair 0 0 0
5 Participation in International trade fair 0 0 0
6 Conducting of market surveys 5 0 0
7 Colored Brochures, leaflets and diaries 2 0 0
8 Promotional campaign through newspaper/calendar on bamboo 0 0 0
9 Demonstration of technology 0 0 Total 34.66 14.33 14.33

Marketing Strategy

Product Strategy
M.P Bamboo Mission is developing new products with existing species of bamboo available in M.P. They are also organizing various interschool and professional competitions for designing new
The main issue to be addressed is lack of awareness and promotional activities as indicated by the survey.

Distribution Strategy
The M.P. Bamboo mission is using various channels to sell bamboo products. Products are sold through exhibitions, museums and bamboo marts and bamboo emporium at Bhopal Haat. They are also in talks with E-bay over online distribution of products as artisans can directly sell to the customer and can target overseas market too.
From our survey results, we realized that availability and convenience is lacking for customers. Most of the people do not visit marts and exhibitions often, and are therefore only able to access products that are available at convenience stores or local vendors. Thus, to improve this situation,
• Two or three permanent retail outlets of M.P. state bamboo mission are proposed in every city of Madhya Pradesh which will showcase the entire product line of Bamboo mission. These are subject to availability of funds.
• Tie ups with leading Fab and Furnishing stores to create a franchise based system, which will result in exposure of Bamboo furniture, since Bamboo furniture is the most common form of bamboo products that people prefer, according to our