mkg-001-Seramik marketing arastirma istatistik
<Marketing arastirma><export><E-commerce meta objects><Magaza organizasyon><Pottery sells>
1) Shop atelier organisation
- Equipments
- Production
- Pottery wheel
- Kiln
- magic dump box (keep clay moisture) DIY possible
- Drying racks
- Clay sink trap (lavabo gideri) DIY possible
- Small tools
- modeling tools
- Work table
- ceramic extruder (şırınga, puar)
- Raw material
- clay
- glazes
- underglaze
- non fired colours: acrylic
- Selling
- display shelves
- POS
- Packing materials
- Delivery system
- Business cards
- HSE
- first aid kit
- fire extinguisher
- cleaning materials (anti dust)
2) Marketing
- Product
- Direct product: Pottery ceramics
- Kitchenware: juggs, teapots, cakestand,
- Tableware: plates, mugs, bowls, cups, saucers
- Decoration: ornaments, deco pots, sculpture, figurines, statues,
- Useful decoration: vases, candleholder, soap dish,
- Jewellery; necklace, ring stone, broche,
- Architecture: tiles, plant pots,
- Art: ceramic art,
- Concurrence products -
- Woodworkd objects selling
- Cut out letters
- For wedding
- Parties
- Directional signage - source: infiniteabysshandmade.com
- No smoking 74K
- Safety 60K
- Wedding 40K
- Entrance 12K
- Covid 19-8K
- Other - source: happylittlefolks.com
- Boxes, pic frames, child blocks
- Bird houses planters
- Art wood projects - F1 race tracks
- wood turning
- Wooden toys
- indirect - source shopify - things that sell well
- 1- Consume: Bath bombs, hand made soaps
- 2- Printed merchandise
- 3- Jewellery
- 4- Service: Curated gifts - subscription boxes
- 5- Candles
- 6- Food: Sweets
- 7- Art&Prints
- 5- Digital products
- 9- Enamel pins
- 10- Traditional handcrafts
- 11- Consume: Cosmetics
- 12- Pottery and clay objects
- 13- Pet supplies
- 14- Digital Music
- 15- Digital Photography
- 16- Woodwork
- 17- Tote bags
- 18- Food: Sauces and condiments
- 19- Consume: Essential Oils & Fragrance
- 20- Paper products
- 21- Service: Tutorials & online courses
- Production type
- Direct product: Pottery ceramics
- Kitchenware: juggs, teapots, cakestand,
- Tableware: plates, mugs, bowls, cups, saucers
- Decoration: ornaments, deco pots, sculpture, figurines, statues,
- Useful decoration: vases, candleholder, soap dish,
- Jewellery; necklace, ring stone, broche,
- Architecture: tiles, plant pots,
- Art: ceramic art,
- Concurrence products -
- Woodworkd objects selling
- Cut out letters
- For wedding
- Parties
- Directional signage - source: infiniteabysshandmade.com
- No smoking 74K
- Safety 60K
- Wedding 40K
- Entrance 12K
- Covid 19-8K
- Other - source: happylittlefolks.com
- Boxes, pic frames, child blocks
- Bird houses planters
- Art wood projects - F1 race tracks
- wood turning
- Wooden toys
- indirect - source shopify - things that sell well
- 1- Consume: Bath bombs, hand made soaps
- 2- Printed merchandise
- 3- Jewellery
- 4- Service: Curated gifts - subscription boxes
- 5- Candles
- 6- Food: Sweets
- 7- Art&Prints
- 5- Digital products
- 9- Enamel pins
- 10- Traditional handcrafts
- 11- Consume: Cosmetics
- 12- Pottery and clay objects
- 13- Pet supplies
- 14- Digital Music
- 15- Digital Photography
- 16- Woodwork
- 17- Tote bags
- 18- Food: Sauces and condiments
- 19- Consume: Essential Oils & Fragrance
- 20- Paper products
- 21- Service: Tutorials & online courses
- custom
- strategy
- you have to be a creative potter with a flair of business
- Or you have to be an artist
- production
- individual pieces
- take orders: commissioned production
- sell directly to customers
- cost is more expensive than mass production
- target customers
- need to appreciate time, effort, skill and materials in your production
- type of sub-production create sub-target customer
- art - art customer:collectors
- kitchenware; quality oriented, people interested and liking table deco
- liking hand made objects, people not liking mass-produced objects
- people liking creative objects
- Multiple
- large quantity of same objects
- sell to other business:
- retailers
- wholesalers
- Distribution
- How and where to sell determines the type of customer
- social media
- e-commerce
- third party marketplace: etsy
- your own website
- Festivals and shows
- art and craft fairs
- Your own shop
- Through other business
- renting a shelve in the shop
- providing products
- consigned
- or sell directly
- Concurrence
- Distribution
- Kirtasiyecilerdeki süs dekoratif seri üretim ürünleri
- Genel deko ürünleri
- Nerdeyse hepsi uzakdoğu üretimi
- Seri üretim ürünleri, el işçiliği olmayan ürünler
- Genellikle değerlerinin çok üstünde satılıyorlar
- Yaygın talebi var - alıcıları rafine olmayan, sanata ilgisi olmayan, ve sanata da değer vermeyen alel halk.
- Baskı - on demand üretim
- T-shirt baskı
- Mug baskı
- Afiş
- ve başka herhangi bir support üzerine
- Souvenir shop
- Sattıkları ürünler çok çeşitli,
- Biraz camping ürünleri biraz souvenir ürünleri: çakı, mug satışları mesela onlarda var ama kırtasiyecilerde yok
- Müzayedeciler
- bilgim yok, bundan 20 sene evvel Türkiye'deki mal sahipleri, müzayedecilern ürünleri ucuza kapattıklarını söylüyorlardı.
- Tobacco shop
- nargile ve onun benzeri ürünleri satıyorlar
- Hobi ürünleri satıcıları
- MDF ahşapçılar
- Diğer
- Tespih
- incik boncukcular
- Produit, Indirect, marché générique
- Vitray :
- su jeti ile kesilip seri üretim yapılıyor
- el işçiliği ile yüksek değerli eşyalar yapılıyor
- Ürünler ışığı kullanacak şekilde seçiliyor:
- aplik, fener, mumluk, avize, abajur
- kapı orta camı, pencere
- Ayna
- vitray firmaları: mirror-ayna.com
- Bakırcılar
- El işçiliği Türkiye'de çok yaygın idi, ne yazıkki seri üretime döndü,
- Son sanatçılar kayboluyor
3)HSE
- Silicate on dried clay is hazardous.
- Clean all materials, tools and surfaces after every use
- Keep record of
- risks
- trainings
- equipment maintenance
- accidents
- injuries
- Ventilate your studio
4) Strategies
Reklam
- etkileyici hikayen olsun
- tuketici cok seyin farkinda degil bundan dolayi strteji ise yaramiyor
Tüketim
- rituel yarat - nike`I nasil giyiyorum
- dolayli mesaj gonder - nike -adidas
- batil inanislar artiyor - şans getirdiğine inanılan objeler, fetişler ve totemler
Marka Logo
- buyuk logo gormezlikten gelinir
- bir marka en kucuk parcasindan bile taninmali
- ses ve koku gozden daha onemli
- logolar gelecekte koybolabilir - onem yitirdiler
5) Market structure: ev dekor pazarı
Market analysis - 04- March 2021 source: culture banx, Forbes
Luxury handbags:
- less emotional purchase, more rational
- Less accessory status, more like investment. The way to invest is
- Keep it pristine (temiz bakımlı)
- not schlepin&g (oraya buraya sürüklemek)
- Handbags gained 108% value, while gold gained 29%
- comparison: despite corona, hermes sales dropped only 6%
- Hip Hop consumers only add value to brand:
- Said, CardiB
- It is a short term investment
kaynak: dha.com.tr
kuresel ev dekor pazari
- 2021 - 682 Milyar USD
- 2022 - 900 milyar USD
- dikkat karo seramik dahil
- yer kaplama %46
- perde %10
- nevresim %8
- Mutfak esyasi %8
- Ayna, lamba %5
- diger %23
Marketshare
- USA - tableware and household import - source ihsmarkit.com
- 25% LA
- 20% NY
- 22% Long Beach
- 7% Savannah
- 4% Tacoma
- 23% others
- going up:
- India, China, Japan, Iran, Kazakhstan, USA, Canada, Mexico
- Stagnant
- Europe Russia
- Down
- Turkey, Africa, Latin America, Arabic countries
4) Online satış
2024'e kadar her sene %2 artacak ve 10 milyon USD olacak
Turkiye geneli seramik sektoru ihracati
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