The Effectiveness of West Bengal State Khadi Mela as Organisational Marketing Tool

Abstract

Mela or fair cannot be underestimated as an effective marketing tool capable to reach a huge target market at one go. Over the years, organised mela had provided an even playing field in which small businesses and large ones come together to determine the mela effectiveness. The objective of the study is to determine West Bengal Khadi and Village Industries Board (WBKVIB) views towards the effectiveness of mela as a marketing tool. The problem statement was that most of the khadi units are operating under budgetary constraints; therefore, it was important to ensure that their objectives are achieved. Marketers faced severe recessions, declining purchasing power, increased competition, lower growth rates, consumer awareness and pricing pressures. Khadi organisations are therefore constantly looking for the lowest cost-effective methods to promote their products, and the effectiveness of mela as a marketing platform to meet their objectives was not known. The results of the study can be useful for potential exhibitors who may utilise mela for the product promotions, to determine whether mela is appropriate to ensure their needs and fits in their overall strategy and for the organisers to formulate strategies to add value to the units involved and ensure that they remain. The literature review summarises mela as the most successful and valuable marketing tools for businesses. Mela is a basic element of the marketing mix properly combined to establish an integrated marketing communication system for consumers to get a simple and recognisable picture of the retailer. It creates a unique environment in which a wide range of sales and marketing goals are pursued. It brings buyers and sellers together to a central location. It is the direct catalyst for new and commercial development. The population of the study was drawn from units that had participated in the khadi mela. In selecting the sample elements, a stratified random sampling approach was used. The study used semi-structured questionnaires for primary data collection. The qualitative data describing characteristics or qualities were analysed using qualitative analysis while statistical analysis software SPSS was used for quantitative data. This study contributed to the understanding of factors affecting the WBKVIB marketing strategy.