Teaching Note: CraftsAQ: promoting handcrafted products

Ram, a newly appointed digital marketing manager, had been summoned by Amit Malhotra, the Mon-Ami Foundation (MAF) trustee, an Indian not-for-profit trust committed to social responsibility. MAF had just launched an e-commerce portal, “CraftsAQ,” which showcased exquisitely handcrafted products directly from artisans to consumers. Ram was entrusted with the task of planning, executing and managing the digital marketing campaign for this portal. The foundation aimed to boost awareness, reach and sales of CraftsAQ, especially with products designed for the upcoming festive season. As this was Ram’s first role as a digital marketing manager, he had to carefully decide which platforms...