Productivity & Competitiveness

Market/Marketing Analysis & Strategy Formulation for Development of Seven Clusters in Kerala

What is the Project About

The project involved benchmark study of 7 clusters viz. Alappuzha (Textile cluster), Ernakulam (Textile cluster), Malappuram (Textile cluster), Ernakulam (Textile cluster), Malappuram (Wood cluster), Kannur (Wood cluster), Kottayam (Soft toy cluster) to find out the critical gaps and developing strategy for penetrating into new markets. Also to suggest how to develop marketing networks and launch cluster products in international
In addition to the above, customer satisfaction index was developed and brand value of the products was measured under this project. The existing value chain and supply chain was studies to find out the gaps and appropriate strategy to overcome the same was suggested. Moreover, strategic suggestions on technology interventions were given to overcome the marketing challenges faced by the MSMEs

Project Overview
Project Start Date:
Project End Date:
Cluster Covered:
Garment Cluster, Alappuza Garment Cluster Ernakulam, Garment Cluster Malappuram, Home Furnishing Cluster, Ernakulam, Wood Cluster Malappuram, Wood Cluster Kannur, Soft Tou Cluster Kottaayam
Kerala Bureau of Industrial Promotion (KBIP)
  • Measure the customer satisfaction index of customer groups
  • Measure the networking intensity between the cluster members, Information flow in the system and administrative improvements
  • Evaluation of Financial performance, growth of technology, sales growth and utilisation of capital resources in the clusters