Project Objective: Improving the quality of the clay production process, with emphasis on workers in order to increase the market opportunities of clay workers.
Project overview:

1. Business owners developed entrepreneurial skills by being able to identify market needs and produce products to fill these needs profitably.

2. Craftsmen were introduced to new techniques in producing clay, focusing on the artistic side of the product as part of developing the industry. It was done through a creative workshop administered by Dr. Ahmad Attito, a professor in Fine Arts section, Suez University and a consultant in the Ministry of Culture. He introduced new material into the production process.

3. A merger was done between professional art and raw crafts to create new innovation and product that fills the market need.

4. The place part of the 4 P’s matrix of the marketing was supported by SIFE MIU team when new points of purchases were provided other than the relatively unacceptable “fahkharen” area. The places include Chinese Embassy, “Ard El Maared”, Opera House, Culture Wheel, clubs, schools and MIU university campus

5. An international dimension will be added when SIFE MIU website is launched as global point for marketing the new artistic (fokhar) pottery.

6. The result was that the ex-workers are now called "artists".

Achievements:
As part of a whole new marketing plan for the (fokhar) pottery industry, two dimensions have been covered. The first phase started last year when the focus was on marketing development of new markets for existing products were opened. This year the focus is on product development and innovation.