Table of Contents

EXECUTIVE SUMMARY 2 INTRODUCTION 3 Objective of the project 3 Responsibilities 3 INTRODUCTION TO THE INDUSTRY 4 ABOUT COMPANY 8 Project Analysis and Duties 12 Social media strategies 14 Functional Areas 16 Lower Data Management/Maintenance Costs 17 Reduced Catalog Creation Costs 17 Lower Translation Costs 17 CONCLUSION 18 REFERENCES 19

EXECUTIVE SUMMARY
Casartisan Exports, more than just selling products sells an experience that can benefit you from in your homes. The mission is to perfect handicraft heritage and modernize it the best way possible without changing the famous traditional charm to it. All products are made by artisans who have years of experience and centuries of passed on methods and techniques that have been perfected generation after generation.
The project is prepared as a part of summer internship program at Casartisan Exports. It gives an in depth view of activities carried out during 14 weeks of full time internship. This report gives a detailed description of the company and industry and analysis and interpretation of the tasks undertaken during the internship.
Handling handicraft products involves lot of innovative and creative designs according to recent trends and traditions. At the same time design team have to think about cost saving therefore need constant research. To connect with the clients and customers it was important to understand the process of production and creative team.
In the new age of technology online social media contribute a lot towards brand building of any company. It is very important to create awareness among new customer base and at the same time maintain existing customer as well as suppliers. Product Information management is the central repository to store all product information according to hierarchy and also work as a single repository of all product data for distribution in all sales channels.
This study include detail analysis of wide range of product categories of the company using Product Information Management system and how to use social media for awareness of the customers.
The project also focuses on detail analysis on client servicing which is very important to maintain relation with vendors includes extensive research to come up with new ideas to improve company's position. Given an opportunity to become part of dynamic team of the company who is responsible for dealing with high profile clients and customers, helped to gain experience in the marketing department.

INTRODUCTION
Objective of the project:

* To understand the process of candle making

* To understand the concept of organic Cosmetic

* To study effectiveness of Social Media Marketing

* To gain knowledge about Product Information Management and Client servicing
Responsibilities:

* Assisting product manager to gain hands on experience on designing portfolio of products and taking part in research to produce new ideas and creative designs according to current trends.

* Understanding process of Candle making and other organic cosmetic products.

* Create and execute social media marketing (Facebook, Twitter, etc.) and campaigns to drive traffic, sales and engagement/participation from social communities.

* Research topics in order to create unique content for generally for blog posts, tweets, Facebook posts etc.

* Using Analytics reporting: Gather, organize and aggregate large sets of internal and external data in order to identify meaningful insights. Make use of reports in Product Information Management system for maintaining vendor information, Identify best seller brand, most valuable customers by lifetime value, frequency and loyalty, Products a customer is most likely to buy , Which customers, products and regions generate the most profit

INTRODUCTION TO THE INDUSTRY
Handicrafts in Morocco
Handicrafts are part of the Moroccan national heritage. There is nothing artificial about the products; they are all practical useful things that have been used for centuries and are still employed in the home or as items of every day clothing. The industry has expanded with the tourist trade, but it would be wrong to say it has been revived just to satisfy the demands of visitors. It has always been an integral part of the Moroccan scene, despite the industrial revolution and the world wide standardization of everything. This fact adds to the special appeal of Moroccan products, all carefully hand-crafted and useful at the same time.
Technology has been introduced, of course, but only to make the products better without detracting from tehm their special "home made" qualities, and especially their decorative appeal which is jealously preserved by the craftsmen who still take great pride in something well- made and beautiful. You can see them all being made in the souks of the old cities all over the country, and will realize that manual skill and artistic endeavour are by no means on the decline. This no doubt explains why the demand for Moroccan handicrafts has never been as big as today from the technically-advanced countries.
In the space of only ten years, there has been a commercial reconversion in Europe and America in favour of handicrafts and young visitors have certainly contributed greatly to the new fashion. Moroccan products are particularly diversified, utilitarian and decorative all at the same time. Very frequently too, products of exceptionally fine quality can be found which merit a place in museums as being both works of art and expressions of the culture of the Atlantic end of the Maghreb.
Not surprisingly, Moroccan master craftsmen have a place of honour among craftsmen the world over, and the industry has earned itself an important place in the national economy as well. This as always been the case it seems. In olden times, sailing ships used to frequent Moroccan ports to load items like Moroccan leather, which has since become a by-word for the finest with a reputation going back to the 16th century. Handicrafts employ half million people both in the cities and out in the countryside, and to preserve the industry his majesty's government has always taken care to safeguard it with social legislation which protects both the craftsmen and the buyers. Steps have been taken to renovate certain sectors and to develop new ones. Full information about production, import, export and commercialization of handicraft products can be obtained from the handicraft department (direction de l'artisanat) in Rabat, which will be pleased to supply first-class documentation in French, English or German.
Damascene Ware:
Damascene ware is a specialty in the city of Meknes. The products are usually well finished and nicely designed to make durable gifts.

Basket Work:
All sorts of amusing gifts, both decorative and practical, and at very low prices, can be bought from the basket weavers anywhere in the country.
Baskets can be bought with or without covers. Some are made very small like toys or extremely big, thick and "woolly" looking.
Stone Work:
Natural stones like the "desert rose", a crystal formation found in the Sahara, which makes a very decorative object d'art. There are many items carved out of soft local stone called "soapstone": jewellery and cigarette boxes, candlesticks, paperweights and animals or human figurines which are carved with geometric hammered designs.
There are also natural rocks or semi-precious stones like mineral crystal and bright-colored marbled stones sold on the roadside in many parts of the mountain areas.
Silversmith:
Their art is very old Moroccan tradition. They know how to make jewellery starting from scratch by first extracting the silver from the ore. Silver jewellery comes in many forms: bracelets, earrings, fibulas, anklets and necklaces, sometimes set with semiprecious stones or studs inlaid with enamels. Among the most popular are heavy solid silver bracelets with deeply- etched designs.
Jewellery:
Made of gold and found in all the big cities where the goldsmiths usually have their own separate district. Moroccan designs in general are quite unique, very distinctive souvenirs.
One style is known as the "hzam", woven in Fez in a very distinctive design. They are made of silk, about four centimetres wide sometimes and two to four meters long. They are embroidered with modern motifs that recall Matisse, and many people buy them for other purposes, such as framing pictures.
The "medama" is a leather belt covered with satin strips and gold embroidered with a highly ornamental buckle made of gold or silver .
Leatherwork:
Morocco leather of course is a by-word, and a thousand different types are available. Leather which is decorated with fringes of brown or beige to make travel bags or satchels. Leatherworkers specialize in gold-leaf designs on red or green to make document holders, office or desk furnishings, with arabesques or geometric designs that give a very sumptuous effect.

Handbags:
Among the many handbags available is a small traditional one (originally designed to carry a Koran) which makes a delightful evening bag and has become popular in fashionable places.
Handbags are made of stiff sheep-skin leather with embossed, embroidered or studded designs, often in coloured leather or natural shades with zip-fasteners or shoulder straps.
Embroidery:
Many of these relate love stories or dreams that girls are fond of and which are translated into silken fantasies on fine fabrics to make table-cloths, tea-sets and other items for your dining-room.
Blankets:
Are made either in one natural colour or in very bright tints, sometimes with designs in white wool.
Brasswork:
Has a big place in the Moroccan handicraft industry, and offers you candlesticks in several sizes and styles for table, standard or wall-lights. Brass trays exist in numerous sizes, some of them very big indeed and artistically decorated to be placed on wrought-iron legs to make a table for your lounge.
Smaller trays are ideal for serving and even smaller ones make nice ashtrays. Other specialties include sugar-boxes and incense burners. Moroccan lanterns have colour glass in sapphire, ruby, emerald, amethyst and topaz shades that cast a delightfully intimate light.
Door-knockers are finely carved and some of the older ones that can be bought occasionally make fine antique decorations.

Marquetry:
Craftsmen make large trays that seem to be woven like a carpet with several different kinds of wood. Smaller items but just as richly decorated include cigarette or jewellery boxes inlaid with mother-of-pearl.
In Marrakech and Azrou, the woodworkers and cabinet makers use cedar or olive tree wood to make a wide variety of objects. Coffers are also made of carved cedar wood with studded wood in the Sahara, covered with leather and studded or intricately painted designs in many colors. These coffers or chests used to be a kind of Moroccan hope-chest for keeping women's caftans in. Smaller caskets, coffee tables in marquetry, chessboards are made out of the wood inlaid with ebony, lemon wood or cedar, while chests or babies' cribs made of brightly-painted wood are made mainly in Fez.

Hassocks:
Are made in embossed or bright colored leathers. Apart from the usual shapes, a new design has been specially made for watching television.
Pottery:
There is a great variety of earthenware pottery in all kinds of shapes from the jug or vase to tableware like plates, cups, saucers, coffee-sets, cooking-pots for making tajine dishes or stews, some of them glazed or decorated with black designs.
Ceramics:
The main center for ceramics is Safi, which produces a variation of the metallic pottery. Some ceramics are covered tightly with fine leather and decorated with gilt motifs.
Wrought Iron:
A wide selection of small tables, lamps, knick-knacks, plate rests and candle holders.

ABOUT COMPANY

Morocco is a country with a rich tradition of handicrafts. The diversity of its people and culture, whose roots go back millennia, enabled the development of a highly varied and qualitative range of handicrafts. Moroccan artisans specialise in more than 70 different crafts and produce products of tremendous creativity. Their craft is constantly developed to ensure that the needs of the population as well as the expectations of tourists are met. They equally produce projects for the purpose of exports to other countries.

Casartisan Exports brings these perfected works of arts straight into customers homes and lives. Candles are treasured moments with every glow. Their organic cosmetics range with oriental scents and enter a world dedicated to one's wellbeing. The products are 100% natural, designed according to pure Moroccan Tradition, with a meticulous choice from the finest artisans in the country to ensure unequaled product quality. "Argin" (Facials and Body care) will take you on a journey into the charms of Morocco, with intoxicating scents such as Orange Flower of Marrakech, Lemon Verbena of Ourika, and much more breathtaking naturals allied with the benefits of Argan Oil for a daily pleasure in your lives!
Mission: To perfect the handicraft heritage and modernize it the best way possible without changing the famous traditional charm to it.

Product Categories
CANDLES
Candles includes fusion of modern and traditional art. Company also focuses on personalised marketing where team works with individual customers to shape their personal requirements.

Argin Organic Cosmetic

Argin Oil:

Firming and softening: it restores elasticity and suppleness to the skin. Antioxidant, anti-aging: it neutralizes free radicals and fight against the effects of skin aging. Extremely nourishing and healing, it is very effective on chapped skin, burns, acne scars and chicken pox. Protects skin, it limits the effects of external aggressions (sun, wind...)

Shampoo:

Consists of a gentle shampoo base and delicately scented associated with Argan oil. It can wash your hair smooth and easy styling giving volume and shine.
Available in: Orange Flower, Jasmine, Lemon Verbena, Amber & Musk, Green Tea, Golden Honey, Fruits, Roses of Dades, Caramel, and Chocolate scents.

Shower Gel

Creamy gel-based Argan oil enriched with essential oils, it gently cleans the body.
Available in: Orange Flower, Jasmine, Lemon Verbena, Amber & Musk, Green Tea, Golden Honey, Fruits, Roses of Dades, Caramel, and Chocolate scents.

Body Lotion

This milk moisturizes the upper layers of the epidermis and provides smoothness and comfort to the skin.
Available in: Orange Flower, Jasmine, Lemon Verbena, Amber & Musk, Green Tea, Golden Honey, Fruits, Roses of Dades, Caramel, and Chocolate scents.

Massage Oil

The oil massage oriental fragrance takes you to naturally oriental amber, cinnamon, verbena and orange blossom. In massage, it absorbs quickly leaving skin soft and supple.
Available in: Orange Flower, Jasmine, Lemon Verbena, Amber & Musk, Green Tea, Golden Honey, Fruits, Roses of Dades, Caramel, and Chocolate scents.

Project Analysis and Duties

Understanding Candle Making process :

At casartisan company focuses on customised designs of candles which includes traditional handicrafts and also some are machine made. Common shapes are made in the machines and then accordingly designs are done by special artists.

While working with product manager I have learnt extensive use of Adobe Photoshop software to make different types of designs and shapes of candles. Once shape is finalised next process is to prepare mould according to shape of candle which makes candle making process simpler and fast.

The process is implemented using Programmable logic controller . Which makes use of WAX and Additives.

The manufacturing of candles consists of three steps: preparation of the wicking, preparation of the wax base, and continuous moulding or extrusion of the finished candles.

Equipments used in the factory

Wax Pouring Machine Candle mould with multiple valve.

Social Media Marketing

Social media marketing programs usually centre on efforts to create content that attracts attention and encourages readers to share it with their social networks. The resulting electronic word of mouth refers to any statement consumers share via the Internet about an event, product, service, brand or company. When the underlying message spreads from user to user and presumably resonates because it appears to come from a trusted, third-party source, as opposed to the brand or company itself, this form of marketing results in earned media rather than paid media.

In social media marketing, understanding where your audience resides is crucial to getting the right message across. I’ve gone step-by-step through the major platforms to try to breakdown their most common users, and how they’re using the site. business users spend an average of 35 minutes/day on business-related social networking sites, while consumers are spending an average of 40 minutes a day on social media sites.

Figure 1, shows the daily usage rates forecast of social media use from 2012 to 2016.

Keeping in mind this fact marketing department never forgets to make presence on Facebook, Twitter etc.

Social media strategies
As company focus on effectively leveraging social media platforms, therefore worked on few strategies to achieve superior results: * Establish a two-way communication model To create awareness about the products it is very important to create more visibility among online customers. therefore several tactics that are used to establish two-way communication, including: Posting questions and surveys related to the company as well as general topics of interests like promoting handicrafts products and latest designs from artists.

Getting customers, prospects, employees, and candidates to share their queries and experiences related to the company and its products, as well as themes related to the company’s business e.g. best stories from the customers how products helped them to improve their life, promoting Moroccan festivals on the page and relate use of products. This extended to the sharing of photos and videos.

* Measure performance

Average time taken to respond to comments by social media users by type of comment (e.g. positive feedback, customer service issue)

Posting new things on a daily basis to keep our regulars coming back and offer new customers something different. By using Google analytics tracing the customer path. using Tools like Traffic Sources and Visitor Flow to track the routes people take to reach companies products, and the devices they use to get there, helps to meet them where they are and improve the visitor experience.

Insights of Product Information Management

Having wide verity of product range it is difficult to maintain different segment for each product, keep a track for orders and ensure that each order delivered on time, maintain relation with suppliers.

To make this simpler Casartisan exports use centralised system which is called Product Information Management

Product information management or PIM refers to processes and technologies focused on centrally managing information about products, with a focus on the data required to market and sell the products through one or more distribution channels. A central set of product data can be used to feed consistent, accurate and up-to-date information to multiple output media such as web sites, print catalogs, ERP systems, and electronic data feeds to trading partners. PIM systems generally need to support multiple geographic locations, multi-lingual data, and maintenance and modification of product information within a centralized catalog to provide consistently accurate information to multiple channels in a cost-effective manner.

Data are saved in various formats or are only available in hard copy form. Information is utilized in varying environments and contexts such as for detailed product descriptions with pricing info in product catalogs or for size and weight data for calculating freight costs in a logistics department.

Functional Areas

* Supplier Portal: All supplier information is stored in one database which is easily assessable, easy to generate reports and orders. * Product Data Authoring: For all products with all assortments, items, hierarchies, classifications and features. Suitable for assortments containing millions of items with scalable performance. * Master Data Management: How to measure the supplier performance and mitigate risks like hidden costs and work with trusted suppliers? How to build customer segmentations and build product personalization in marketing and how to predict the next logical buy or offer to the customer? The Master Data Management integration makes product information more relevant to your customers and business users. * Digital Asset Management: Unstructured product data like images, graphics, documents, audio and video are managed centrally so that they can be readily located and formatted automatically for a specific publication channel. * Data Quality Automated data validation as well as rules and dashboards for data stewards create a basis for making important decisions. * Business Process Management: PIM ensures that all groups and divisions in an organization adhere to the same or similar process for product authoring and maintenance thereby improving operation efficiencies. * Commerce Integration: PIM integrates perfectly into your system architecture thanks to certified interfaces and strategic partnerships with IBM WebSphere Commerce, Oracle ATG Web Commerce, Intershop and Demandware. * Omnichannel: Sales can be monitored because of integration into all key sales channels – e-commerce systems, e-procurement systems, PoS, catalogs, mobile devices or data synchronization to data pools. * Web Access: This simple, fast, but very powerful web-based search, is just one part of the PIM Web interface, which allow business to author product information for sales and marketing

Analysis of benefits of PIM over traditional management :
Product data is required by many business functions and technology systems across the Casartisan Exports, and as a result, most product information spread across numerous information systems.
This approach used to create duplicative and inefficient work processes, generating excessive costs, increasing marketing cycle time, and leading to a lack of confidence in the accuracy of product information.
In response to these challenges, dedicated software applications to streamline product information management processes and tasks is the best solution. Typically called product information management system (PIM), with several important operational and financial benefits.
Lower Data Management/Maintenance Costs
One of the primary benefits provided by a PIM is lower data management/maintenance costs. Less time spent on data maintenance— Editing the product data regarding one item requires more than 30 minutes, while using PIM say that editing requires 10 minutes or less.
60% of invoices have errors. Each invoice error costs up to $400 to reconcile. PIM helps to save this cost.
Reduced Catalog Creation Costs
Reduced costs associated with creating and producing product catalogs. In the ROI of PIM Study, catalog creation costs reduced by more than 10% through the use of a PIM.
Lower Translation Costs
Company sell products internationally, a PIM is a powerful tool for reducing the costs of providing product information in the primary language of the target market. In the ROI, translation costs reduced by more than 10% by using a PIM.
The cost savings produced by a PIM is significant, but the ability of a properly deployed PIM improve marketing effectiveness is even more impressive.

CONCLUSION
I observed that teamwork played the most important role in achieving common goal. But in the same time it was also important to work independent. And the goal must be to find a way to combine it in the right way.

I got opportunity to explore all functional areas of Casartisan exports.

Employee team supported me in all aspects specially to match my ideas with the field experience.
Project helped me to understand Social media is a lot more than just a post on a fan page.It can help you to expand your capabilities to take your brand’s social presence to new heights. * Listen and Monitor Your Brand * Create and Publish Content * Engage Your Audience
Communication about the product or service provides a major contribution to brand competition in the market. It not only provides information about a product or service but also promotes creative innovation.
Technology plays very important to manage product information and also helps in saving cost. Therefore gave me chance to work on automated software in the organisation. At the same time helped me to gain skills in writing, presentation, interpersonal relations, and customer management.

REFERENCES

Marketing Management by Philip Kotler

http://www.casartisan.com/cosmetics.html

Google Analytics

http://en.wikipedia.org

www.oracle.com

http://www.tweetstats.com

www.google.com

http://www.radicati.com/wp/wp-content/uploads/2012/05/Social-Media-Market

http://www.africa.upenn.edu/