As part of our MBA course work, our research for preparing a MARKETING PLAN of an innovative, relatively unknown product led us to an interesting article in BETTER INDIA (https://lnkd.in/grNpE-6) which intrigued us so much that we decided to take it up for our case study. It's a small all WOMEN SME called "LENA LADAKH PASHMINA", based in the cradle of the Himalayas in Ladakh, determined to revive the historical art of creating one of the oldest and costliest fabrics of all times - the coveted PASHMINA - produced by the Changathani goats (inhabitants of the sub-zero temperature) in an utmost sustainable way by ZERO usage of any chemicals in its production line and empowering the local women by providing them with employment. The final product is an exquisite, one-of-a-kind, enviable product that faces mediocrity risk due to the lack of awareness of the difference between the original and fake products. Having adorned Princess Josephine from 1800 to Angelina Jolie in the 2000s, the product is loaded with intangible assets that justify its candidature as a historical artifact or royal heirloom - completed resonating our developed tagline "OWN IT NOT BECAUSE IT"S IN FASHION, BUT BECAUSE IT WILL NEVER BE OUT OF FASHION."

8.  Exceptionally fine (15% finer
than China & Mongolia) ,
warm, light fibre
 Hand made - exclusivity
 100% natural dyes (marigold,
Walnut, Rhubarb, Arabia etc.)
 100% organic – no chemicals
used even for washing aids
 37 women employees – creates
sustainable & dignified source
of livelihood
 Labour Issue - prefers machine
than hand (higher wage)
 Long production cycle time
(handmade)
 Inaccessibility of geographic
location - Communication &
awareness problems
 Low funding
 Non availability of R/M (year
round)
 Cheap substitute
 Mass-produced substitute
(thicker yarn –loses the
essence)
 Middlemen (takes away
profit)
 Export trade time specific
(huge order will compromise
quality)
 High cost of brand image
promotion
 Small number of loyal
customer
 Fine blend products (with
silk)
 Possibility of online orders
 Digital marketing
 Co-branding with retail
chains
 Technological advances –
reduce cycle time w/o quality
compromise

10. 4P Marketing Mix
High Price – Intangible USP’s
more than Tangible USP’s
10,000 RS (blend) to 1 Lac Rs.
(100% embroidered)

11. 4P Marketing Mix
High Price – Intangible USP’s
more than Tangible USP’s
10,000 RS (blend) to 1 Lac Rs.
(100% embroidered)

12. Marketing Objective: Cater to the Exclusive Luxury
Segment against China/Mongolia
PRODUCT:
 Emphasize the USP (intangible
properties) – Green product
 Maintain the quality & exclusivity
 Train work force to avoid
withering of the art & skill
 Apply for IP on the designs and
technology
 Provide necessary inputs for
animal husbandry – maintain &
increase fibre production
 Tie-up with de-hairing plant in
Leh
Marketing Strategies:
PROMOTION:
 Co-branding with Haute
Couture boutiques
 International Fashion
Exhibition
 Digital Marketing
 Increase awareness
about Intangible
characteristics
 Increase awareness
between Fake and GI
marked Real Pashmina
BUDGET/ FUNDING:
 Luxury promotion – extremely
expensive
 Work in Negative working capital to
generate free cash
 Utilize govt. schemes & funds – 12th
Plan: 41 crore INR
 Diversify – Semi-couture (blend or
m/c products)
FOLLOW UP:
 Regular follow-up on the timeline
prepared
 Actual vs Planned review
 Identification of Strengths & OFI’s –
bi-monthly (due to extremely low
volume X high premium market

14. Thank you
References:
REFERENCES:
 Kotler, Marketing management, Pearson, 14th Ed.
 Ben Skarratt (2018), From India to Europe: The Production of the
Kashmir Shawl and the Spread of the Paisley Motif, Global history of capitalism project
 Rashmi Mishra & Sumant Pant (2015), Preference of consumers forKashmiri shawls, AGHS
 Ganesh Rauyniar (2018), Pashmina Enhancement and Trade Support (PETS) Project'
 Beng Chung, Kevin Shah (2016), Strategizing The International Competitiveness
of The Nepalese Pashmina Industries
 Sibtain Manzoor Hafiz (2016), OBSTACLES FACED BY CRAFTSMEN AND TRADERS IN PASHMINA
SECTOR: A
STUDY OF J&K., Int. Journal of Advances Research
 Fayaz Ahmed Sheikh (2016), Exploring informal sector community innovations
and knowledge appropriation: A study of Kashmiri
pashmina shawls, African Journal of Science, Technology, Innovation and
Development
 Alica grilec kauri, darko ujević, ružica butigan, specifics of marketing strategy In the segment of high fashion,
i n t e r n a t i o n a l j o u r n a l o f m u l t i d i s c i p l i n a r i t y i n b u s i n e s s a n d s c i e n c e
 Ashish ghimire (2015), emerging sector pashmina: a comprehensive study
 https://www.thebetterindia.com/240520/ladakh-pashmina-cost-cheap-organic-leh-all-women-startup-lena-
changthang-nomads-india-nor41/
 https://www.dailyexcelsior.com/women-empowerment-in-ladakh/
 https://www.tribuneindia.com/2004/20040620/spectrum/main1.htm
 https://www.reportsweb.com/reports/pashmina-shawls-global-market-report-2019-2023
 https://www.marketresearchport.com/reports/pashmina-shawls-market-research-report-global-status-
forecast-by-geography-type-application-2016-2026/11824