Crafts market with identity in Atlahuilco,Veracruz, Mexico

Resumen

Objective: This study explores the production and commercialization of clay handicrafts in the Indigenous community of Vista Hermosa, Atlahuilco, Veracruz, Mexico, where women artisans preserve ancestral techniques as a means of cultural expression and income generation. Despite their skills, they face challenges such as low earnings, limited market access, and unfair competition. Design/Methodology/Approach: The study aimed to design culturally grounded marketing strategies to enhance both economic and cultural sustainability. A two-stage participatory methodology was used: (1) identifying cultural identity elements through workshops, brainstorming, and SWOT analysis; and (2) developing marketing strategies based on cost and competition analyses. The findings revealed a strong link between nature, culture, and identity, as artisans draw inspiration from local fauna, flora, and Nahua traditions. Results: The SWOT analysis identified key strengths (creativity, ancestral knowledge), weaknesses (organizational gaps), opportunities (expansion into local and digital markets), and threats (intermediaries and industrial alternatives). Findings/Conclusions: Based on this analysis, strategies were developed using the 4 Ps of marketing: product (infusing identity elements), price (establishing a fair 100% profit margin), place (expanding distribution channels), and promotion (creating a collective brand and bilingual labeling). The study concludes that embedding cultural identity into marketing strategies enhances the dignity of artisanal work, improves income, and strengthens community cohesion. Identity-based crafts, when supported by community organization, training, and fair trade, can serve as powerful drivers of local development.