Marketing Plan Prompt

WEAVING BASKETS OF HOPE

2024 HIGH SCHOOL BUSINESS LANGUAGE COMPETITION PROMPT

INTRODUCTORY VIDEO

Marginalized women and children in Ghana are using their own two hands to change their lives.  They are working with Busankam Wola Foundation to weave individualized baskets which are available to be purchased around the world. 

The Busankam Wola Foundation means “Hope for Women,” and seeks to enable women to generate income, develop skills and create a positive impact in their communities. A portion of the proceeds from each sale goes toward the establishment of two new sewing schools in Ghana to teach future generations important skills.

The challenge the Company faces is marketing its products internationally and making sure its products meet the needs in each respective market/culture.  

YOUR TASK

As a team, what would be your comprehensive marketing strategy to increase sales of Busankam Baskets to the audience that speaks your language? Would changes would you suggest to the Company to improve brand recognition, access, and interest in their product?

PRODUCT DETAILS

Each basket is made of dyed elephant grass and the handle is made from goatskin.  The baskets can easily carry over 25 pounds.  Since they are made from natural fibers they can be rinsed out with water. Additionally, if they lose their shape, they can be reformed by submerging them in water, modifying them by hand, and leaving them out to dry. The colors and patterns are completely customizable, as each item is handmade by an individual weaver. Baskets come in two main shapes but vary greatly in weaving design and coloration. 

Shape 1 - Round Basket	Shape 2 - U Shopper

 

 Sizing and pricing for the baskets are below:

Basket Type	Size (Height/Width) Excluding Handle	Production Cost	Retail Price
Large U Shopper	14” x 18”	$15.00	$55.00
Small U Shopper	8” x 12”	$7.50	$25.00
Large Round	12” x 16”	$14.00	$45.00
Medium Round	8” x 12”	$12.00	$35.00
Small Round	5” x 8 ½”	$7.50	$25.00

 

COMPANY SELF-REPORTED GROWTH OBSTACLES: (These are idea starters only)

• Salespeople report closing sales is relatively easy when people can see/touch/experience the baskets in-person.  That is very difficult for the Company to accomplish internationally/online.  What ideas might you have to address this?  
• Salespeople report that when customers understand the impact their purchase makes to help women and children in Ghana, they are much more likely to buy multiple products.  How do you think they can most effectively communicate the impact of their product to enhance the livelihood or women and children in Ghana?
• What is a feasible shipping charge/time for delivery to be made?  Because they are handmade and non-automated this can take longer than some expect.
• How can the Company store products in the countries they sell to?  Storage can be expensive and bulky. How would you suggest having products on-hand for feasibility of distribution and product display?
• The Company experiences the highest sales in the spring and summer months.  What ideas might you have to make sales more consistent year-round?

QUESTIONS TO CONSIDER: (Provided as idea starters only)

• How would speakers of your language utilize these baskets?
• What marketing channels would you use to reach your audience?
• What price/style adjustments would you make for your audience?
• What brand name would you use?  What would your logo look like?
• How would you market the “uniqueness” of the product?  No two baskets are the same, as they reflect the individual style of the weaver. 
• Would you brand the basket itself?  If so, how?  Attach a branded keychain? Tag? etc.? What would it look like?
• What format/system would you use for placing orders?  
• What methods would you use to reach different demographics?

TIPS, TRICKS, & RESOURCES

Become better acquainted with the founder of Busankam Wola Foundation and the Company’s story by viewing the videos below. You will also find a clip of a customer testimonial.

You are welcome to download any of these videos and images and incorporate them into your presentation. You might consider translating and/or voicing over any segments you select to use into your competition language.

FILE 1 VIDEO

Founders Story – How a desire to help one woman evolved into a business to support thousands of women and children

 Patience Teni Bawa, Busankam Wola Founder

FILE 2 VIDEO        

The process and people behind each handmade basket  

Patience Teni Bawa  Busankam Wola Founder

FILE 3 VIDEO      

Challenges to delivery and expansion

 Katelyn Hepworth, Buskankam Wola, US Sales Manager

FILE 4 VIDEO     

Product key demographic and expansion plan

Katelyn Hepworth, Buskankam Wola, US Sales Manager

FILE 5 VIDEO      

What makes this product and its impact special

Katelyn Hepworth, Buskankam Wola, US Sales Manager

Patience Teni Bawa  Busankam Wola Founder

FILE 6 VIDEO      

Features that set these baskets apart from competitors

 Britney Wood, Satisfied Customer

FILE 7 VIDEO      

MOVING SHOTS OF BASKETS

FILE 8 STILL          

IMAGES OF BASKETS

FILE 9 STILL        

IMAGES OF WEAVERS IN GHANA

VIDEOS AND RESOURCES

Above content accessible through the following link:

 https://byu.box.com/s/guss7xsp84wdzws73bqxu9v3jh5t34at