Details

Case

Educator Copy

Products of Women Artisans of The Northern Areas

Zabreen Hassan, James Erskine


INDUSTRY : Marketing, Advocacy

AREA : Marketing

ORGANIZATION : WWF

LENGTH : 5

LUMS No : 04-2352-2004-1

PUBLICATION YEAR : 2004

DESCRIPTION

KEYWORDS:

Women Artisans,Northern Areas,Products,Marketing,WWF,NGO,Resource Centres,Cloth,New Markets,Promotion,Alternatives,Earning,Source of Income,Handicraft Skills,Ancestors


DESCRIPTION:

This case details a marketing problem at WWF-Pakistan, a conservation NGO. WWF initiated resource centres for women of the Northern Areas of Pakistan to re-learn the handicraft skills of their ancestors. The handicrafts such as durries (cotton rugs), cotton shawls, khaddar (heavy cotton weave cloth), pattu (coat cloth), mufflers, table mats, wallets, shopping bags and camera covers served as extremely lucrative items for the local women. They were sold to the heavy international tourist traffic. The events of 11 September 2001 marked a sharp decline in the tourism of the Northern Areas. This case discusses how Dr Ghulam Akbar, Director Northern Areas, WWF-Pakistan, recognizing the crisis, worked to find new markets and promotion alternatives.


LEARNING OBJECTIVES:

1) Analyze the problem and develop decision criteria. 2) Develop and evaluate alternatives. 3) Generate an action plan.


SUBJECTS COVERED:

Marketing