CraftsAQ: promoting handcrafted products

Learning outcomes After completion of this case study, students/managers will be able to explain the relevance of digital marketing in impacting modern-day marketing practices; understand the significance of various digital marketing tools and various key performance indicators (KPIs) with respect to the E-commerce portal of handicraft products; and prepare a digital marketing campaign by analyzing tools and various KPIs. Case overview/synopsis Ram, a newly appointed digital marketing manager, had been summoned by Amit Malhotra, the Mon-Ami Foundation (MAF) trustee, an Indian not-for-profit trust committed to social responsibility. MAF had just launched an e-commerce portal, “CraftsAQ,” which showcased exquisitely handcrafted products directly from artisans to consumers. Ram was entrusted with the task of planning, executing and managing the digital marketing campaign for this portal. The foundation aimed to boost awareness, reach and sales of CraftsAQ, especially with products designed for the upcoming festive season. As this was Ram’s first role as a digital marketing manager, he had to carefully decide which platforms to use for various purposes and craft an approach that would entice consumers to shop from CraftsAQ – with only four days to prepare a presentation for MAF, Ram and his team researched the industry and e-commerce trends. Their goal was to create a compelling digital marketing strategy that would get MAF’s approval and successfully launch the campaigns for CraftsAQ. Complexity academic level This case study is suitable for undergraduate and postgraduate courses in management for digital marketing (students having prior knowledge of key concepts) and integrated marketing communications. It can also teach non-governmental organizations (NGOs) and budding entrepreneurs in the startup phase. Supplementary material Teaching notes are available for educators only. Subject code CSS8: Marketing.