HNI Access to Markets (A2M) Session 2 – Getting fundamentals right and working towards activities to be taken up
Twenty-one HNI affiliates from Uganda, Tanzania, and Kenya, along with other participating MBOs from HNA, joined the webinar, which was conducted as a consultative process through an online discussion format. All participants contributed equally by way of experience sharing, feedback, insights and learnings on the below mentioned points. This webinar, the first in the monthly series, starting September 2024, focused on the essentials of access to markets, importance and the process.
Panelists
- Janhavi Dave, HNI International Coordinator
- Monica Raina, Strategic Consultant for A2M
The goal was to explore the following questions through the sharing of knowledge, case studies, and experiences.
- Definition of ‘market’ and how does one identify one’s market? The 4 P’s (traditional) and 7Ps (modern) of marketing and its relevance for HNI affiliates
- The importance of Market Research and Analysis
- Who is a customer/consumer? Understanding demographics and opportunities – Segmentation. Sensitising and educating the customer on handmade, sustainable products – as a part of Creative and Cultural Industries?
- Forms of enterprises and their applicability – is an artisan an entrepreneur, by default or design? Differences between livelihood and entrepreneurship.
- Barriers faced by women entrepreneurs – specific to the region, and area being discussed – can we determine top 3 that will be addressed through HIN’s A2M work?
- Discussion on product development and categorisation. Importance of quality from customer perspective
- Presenting the product mapping template and steps on completing it
- What is Branding, why is it important and what needs to be done?
- Should HNI have its own brand? Should there be a generic label for handcrafted products – some countries may already have it?
- Experience sharing – success stories and ‘failures’ – what was done right and what went wrong?
The insights gained from this discussion contributed to shaping the A2M strategy, outlining its goals, objectives, and intended impact. These takeaways will also support the development of the Theory of Change (ToC) for A2M, aligning with HNI’s outcomes for the year.
