Addressing Poverty with Batik Marketing Know How in Tuban

Alam Santi was honoured for the opportunity to help a local community in Tuban, East Java, where the ancient art of Batik Tulis (hand drawn batik) was being revitalised through a local poverty alleviation program. 


BAZNAS, the national CSR for Islam in Indonesia approached Alam Santi after they taught Tuban batik artists to create batiks from natural dyes made from kitchen scraps for one year. This tradition was almost completely forgotten in the region due to factory work becoming the main occupation for locals there. 


The team held an intensive 2 day workshop with the batik artist women's group exploring how to run their micro business brand & market their batiks more effectively.


This work was important to both revitalize the local tradition of tulis batik making and empower these artisans to create beautiful products they could sell both locally and internationally.


Understanding the Marketing of Batik


Marketing is very much a practice of understanding what customers consider to be valuable. With batik, customers usually ask a few simple questions before purchase. Is this batik made with natural dyes? Is it handmade? Is it created by true artisans and supporting their local livelihoods?


Locally, a batik made with synthetic dyes has an average retail price of Rp. 250,000 and will sell internationally for $15-$30. Handmade batiks made with natural dyes can sell for Rp.2,000,000.


The question is are you communicating the story and the values effectively?


Marketing also is the practice of engaging your customers' attention. Alam Santi also taught the workshop participants about the fundamentals of brand value by working with them through the process of incorporating their stories into their products.  


The workshop participants learnt about common sales strategies used locally and abroad so they could consider the strategy they would feel comfortable using. 


How will your product stand out from the others? Alam Santi discussed the importance of brand recognition for each participants individual’s product. 


Branding


Once the product is defined and a brand story has been established it is time to create the final look.  First came the logo & brand colors. Are they still easy to read when printed small, such as when printed upon a bag? Will they effectively tell the story we created for the brand previously?


Branding activities included each participant designing hang tags for their products. Most opted for a batik design hang tag and were reminded to add a touch which reflected upon the story they had developed for their brand.


How would your customers stay in contact with you? The group discussed the different methods they knew of and as well as some new concepts such as e-commerce. 


Alam Santi Successfully Teaches These Marketing and Branding Strategies


Alam Santi was very happy working with this women’s group in Tuban.

Alam Santi is passionate about helping local communities create successful enterprises. If your socially or environmentally conscious project is looking for a marketing and branding partner contact us to discuss your project. 






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