Branding of Native Speciality Products: A Case of Dummadai
S.A. Rahmath Ameena Begum1, S. Gayathri2, G. Mahesh Kuttalam3

1S.A. Rahmath Ameena Begum, Part- Time Internal Scholar, Department of Management Studies, Manonmaniam Sundaranar University, Tirunelveli (Tamil Nadu), India.
2S. Gayathri, Part- Time Internal Scholar, Department of Management Studies, Manonmaniam Sundaranar University, Tirunelveli (Tamil Nadu), India.
3Dr. G. Mahesh Kuttalam, Assistant Professor, Department of Management Studies, Manonmaniam Sundaranar University, Tirunelveli, (Tamil Nadu), India.
Manuscript received on 14 June 2019 | Revised Manuscript received on 10 July 2019 | Manuscript Published on 17 July 2019 | PP: 185-190 | Volume-8 Issue-1C2 May 2019 | Retrieval Number: A10320581C219/2019©BEIESP
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Abstract: This case was motivated by the marketing problems faced by traditional entrepreneurs who manufacture Dummadai, Fig sweet, Sugary sweet rice and many other delicious varieties, a local geographical indication sweets and snacks. A status analysis of current marketing methods was made through exploratory design using focused group discussion and face to face interview of women entrepreneurs. In addition to 4ps of the marketing mix, this paper discuss public relations, people and programmes as an add on determinants of the marketing mix specific to local specialty products. Information collected directly from entrepreneurs through face-to-face discussion based on parameters related to potency, applicability, and marketability of Native specialty products. The problem here is lack branding and lack ofproper distribution channel and. Branding strategy interventions suggested in this paper took the shape of branding framework which will help position Kayalpatnam native specialty products in various other places.
Keywords: Entrepreneurs, Distribution Channel and Branding.
Scope of the Article: Social Sciences