Wedding+Planners+Final+Draft

S u t r a D h a r – T h e W e d d i n g P l a n n e r s

ContentsContentsContentsContents 1

1. SITUATION ANALYSIS .......................................................................................... 4

1.1 MARKET CHARACTERISTSICS & TRENDS .......................................................... 4

Market size ..................................................................................................... 4

History ............................................................................................................ 4

Market Stage .................................................................................................. 4

Market Needs ................................................................................................. 4

Market potential ............................................................................................ 5

Demand Cycle ................................................................................................. 5

1.3 COMPETITIVE ANALYSIS ................................................................................. 5

1.3.1 COMPETITIVE LANDSCAPE ......................................................................... 5

Key Players ..................................................................................................... 5

Key Players Vs The Company .......................................................................... 6

1.4 INDUSTRY ANALYSIS....................................................................................... 7

1.4.1 INDUSTRY SIZE ........................................................................................... 7

1.4.2 WEDDING PLANNERS AND INDUSTRY COMPETITORS ................................ 8

Hotels and Other Banquet Halls ................................................................. 8

Competitors: The Other Wedding Planners ................................................ 9

Employees or Persons Wishing To Do It Themselves .................................. 9

1.5 SWOT ANALYSIS ............................................................................................. 10

2. MARKETING OBJECTIVES ...................................................................................... 11

Short Term Objectives .......................................................................................... 11

Long Term Objectives (3 To 5 Years) .................................................................... 11

3. MARKET SEGMENTATION .................................................................................... 12


MARKET SEGMENTATION STRATEGY ................................................................... 12

4. TARGET MARKET .................................................................................................. 12

Demographics .................................................................................................. 13

Pyshographics .................................................................................................. 14

5. PRODUCT DEVELOMENT .................................................................................. 15

5.1 CUSTERIZATION .......................................................................................... 18

6. POSITIONING ........................................................................................................ 18

6.1. POINT-OF-DIFFERENCE .................................................................................. 19

6.1.1. MARKETING OUR POD ............................................................................ 19

Promoting the experience of our team ..................................................... 19

Testimonials ............................................................................................. 20

6.2. E-ADVERTISING ................................................................................................. 20

INTERNET: AN EFFECTIVE MEDIA ......................................................................... 20

6.2.1. TACTICS USED ............................................................................................. 21

Personalized Website for our service ............................................................... 21

Content Advertising .......................................................................................... 21

Link Advertising ................................................................................................ 22

Viral Advertising ............................................................................................... 22

E-mail messages to spark emotions and actions ............................................... 23

Auto Responders to build relationships and extend offers ............................... 23

A potential customer list with joint ventures, affiliates, and social media ........ 23

6.2.3 POSITIONING THEORIES AND E-ADVERTISING ............................................. 23

6.2.4. PROS & CONS OF E-ADVERTISING ............................................................... 24

6.3. GUERRILA MARKETING ...................................................................................... 25

6.3.1. TACTICS USED ............................................................................................. 25

Viral Marketing ................................................................................................. 25


Presence Marketing ......................................................................................... 26

Grassroots Marketing ....................................................................................... 26

Wild Postings .................................................................................................... 27

Undercover Marketing ..................................................................................... 27

Experiential Marketing ..................................................................................... 27

6.3.2. POSITIONING THEORIES AND GUERRILLA MARKETING ............................... 28

7. DIFFERENTIATION STRATEGIES ............................................................................. 29

7.1. PRODUCT DIFFERENTIATION ..................................................................... 29

Saree Draping ........................................................................................... 29

Memory on net ......................................................................................... 30

Mehandi Moments ................................................................................... 31

Gift Wrapping ........................................................................................... 31

Wedding Anniversary Celebration ............................................................ 32

Theme weddings ...................................................................................... 32

7.2. PERSONNEL DIFFERENTIATION .................................................................. 33

7.3. CHANNEL DIFFERENTIATION ...................................................................... 33

7.4. IMAGE DIFFERENTIATION .......................................................................... 33


1.1.1.1. SITUATION ANALYSISSITUATION ANALYSISSITUATION ANALYSISSITUATION ANALYSIS

1.1 MARKET CHARACTERISTSICS & TRENDS

Market size Indian weddings are getting bigger and better. The expanding wedding market in

India is pegged at Rs. 50,000 crore by industry sources and is growing annually by 25

– 30 %.

History The grandeur and charisma of Indian weddings has enticed and enraptured many.

The portrayal of the warmth, fun and frolic of the Indian wedding owes a lot to

Bollywood.

Market Stage It’s is a new market. It is a latest trend to hire wedding party coordinators to take

care of the entire wedding event.

Market Needs The market needs for wedding planning services are strongly shaped by the

customers' desire to have a perfectly planned and executed wedding ceremony.

Although major customer segments, brides and grooms and family members, plan

and budget for the wedding ceremony as far as a year or more in advance, they

often realize that they cannot make all the necessary preparations by themselves in

a cost effective manner. Strongly affected by the established social values, such

customers seek professional advice to ensure that all the important aspects of the

wedding ceremony meet or exceed perceived expectations.


Market potential The wedding scenario in India is more than just getting married. The exotic

destinations, like palaces in Rajasthan and the successful usage of these palces in

the form of Imaginative theme weddings by Laxmi Mittal and Raveena Tandon have

set up a world stage for Indian Weddings.

India’s burgeoning middle class - now 300 million strong - are turning weddings into

showcases of their growing disposable incomes and newfound appetites for the

goodies of the global marketplace. The change is visible in the middle class who

want the flavor and ambience of elite weddings. Seeing the world around they too

are spending and want the best available. It sort of coincided with the rise in

disposable incomes of the rich and upper middle Indian class and over the years

weddings have become aspirational. “Your wedding should be better than your

neighbor’s”.

Demand Cycle February to May are the most popular months for weddings. February 15 is

considered to be the most auspicious day for weddings and is a jam packed day for

weddings.

1.3 COMPETITIVE ANALYSIS

1.3.1 COMPETITIVE LANDSCAPE

The level of competition in the industry is essentially moderate. The market

saturation has not yet occurred, nor is there any sort of monopoly. This oligopoly

market does not come under the BLUE OCEAN strategy, but is mid way between

Blue-Ocean and Red-Ocean strategy.

Key Players The wedding planning business, though not a fully established business is catching

up pace fast. The very mention of wedding planners in the popular search engine,

results in lists of online Wedding Planner services, and numerous other wedding

related services. Some of the key players with the Indian


Key Players Vs The Company

Product/ Service

Description

Location Aggressiveness

Threat

Level

Wedding Orientations

Entertainment

Bridal Trousseaus

Photography/Video

Invitation & Printing

Honeymoon Mgmt

Goa Based

Medium

Low

Location Scouting

Honeymoon Mgmt

Wedding Orientations

Theme Wedding

Wedding Ensembles

India

Medium

Medium


Wedding

Arrangements

Royal Weddings

Beach Weddings

Invitation Cards

Wedding

Entertainment

Expert Advice

Event Planners

India

High

One-stop wedding

shop

Matrimony services.

High

High

1.4 INDUSTRY ANALYSIS

Wedding planners belong to event management industry which is growing at a fast

and steady rate. While this industry is still evolving, Indian event managers and

wedding planners have clearly demonstrated their capabilities in successfully

managing several big fat weddings and mega national and international events over

the past few years. In fact, event managers and wedding planners are also

developing properties around events. With rising incomes, people are also spending

more on wedding, parties and other personal functions. However, issues like high

entertainment taxes in certain states, lack of world-class infrastructure and the

unorganized nature of most event management companies, continue to somewhat

check the potential growth in this segment of the industry.

1.4.1 INDUSTRY SIZE

The size of the organized live entertainment business is currently estimated to be

around INR 9.4 billion having grown by around 17% from the previous year. It is

estimated that the industry will grow at a CAGR of around 19% over the next five

years to approximately INR 22 billion by 2011. This growth is on mainly on account


of increased marketing budgets, and an increased focus on the importance of live

entertainment, as part of the promotional spends of corporate.

Projected Estimates of the Event Management Industry in India Source: FICCI Report 2007

1.4.2 WEDDING PLANNERS AND INDUSTRY

COMPETITORS

Occasions are in a unique position of competition. Marriage planners compete

against hotels with banquet facilities, other event planners both on the large and

small scale, persons within an organization who are assigned the task of organizing

an event, and people who wish to organize their own events without the benefit of

assistance. The benefits and drawbacks of each of our competitors, as compared

with the services we offer, are hardly a match in quality and price.

Hotels and Other Banquet Halls

Strengths: On-site facilities, equipment, and support staff. Ability to

transport and house persons for overnight stays. Able to internalize costs

of transportation and equipment.

Weakness: Often very expensive, impersonal, rely on unskilled labor for

support staff. The error rate is high due to high volume and traffic from

other events happening at the same time.


Competitors: The Other Wedding Planners

Strengths: Have been in the market longer, have an established

reputation and client base.

Weakness: No systems-based businesses designed to produce consistent

results, do not have the supporting products to market with, or instead

of, wedding planning services.

Employees or Persons Wishing To Do It Themselves

Strengths: Internalized cost of planning the event; able to add tiny

personalized touches that have meaning within the group or family.

Weakness: Consumes time that could be spent on other things; may not

have access to the best prices, services, and other needed resources

available.


1.5 SWOT ANALYSIS

STRENGTH

Strong potential of

customer base

Strong Funding

Less Investments

Huge Profit Margin

Excellent

communication system

Proper and systematic

advertisement

Good social contacts

WEAKNESS

Seasonal demand

Less Experience in the

business

Largely unorganized market

OPPORTUNITIES

Change in social

environment

Improving business

THREATS

Increasing competition

o Moving from blue ocean

strategy to a red ocean

one

Increasing influence of

regional and small local

players in the industry


2222.... MARKETING OBJECTIVESMARKETING OBJECTIVESMARKETING OBJECTIVESMARKETING OBJECTIVES For every business it is utmost important to identify its short term and long term

goals. Defining these short and long term goals definitely helps the company to plan

better for future and also it’s a benchmark against which every achievement can be

measured. Likewise our company has also indentified short term and long term

goals, which are

Short Term Objectives

� Increase brand awareness: hiring a wedding planner is still a new concept in

India and our company is providing such services which are new to the

industry also. So increasing brand awareness is very important for us. With

the marketing strategies being applied and aggressive marketing that we are

going for, we expect the brand awareness to increase by 20% to 55% in next

one to one and a half year.

� We intend to extend the reach of communications to up to 85% of target

customers (upper upper and upper class) for each campaign.

� Our market share should reach up to 35% by the end of first year.

� Wedding being a very special occasion, a customer expects a lot out of a

wedding planner. For us customer satisfaction is very important because we

are banking upon word of mouth. So we intend to have high level of customer

satisfaction in 90% of our customers.

Long Term Objectives (3 To 5 Years)

� Become the number one brand in next four years.

� Reach the potential segment (Indian middle class and foreign clients) and

share of sales from this segment should be high.

� Secure profitable partnership with all our major business service providers

like caterers, hotels and other venue providers, designers, jewelers,

photographers etc.


3. 3. 3. 3. MARKET SEGMENTATIONMARKET SEGMENTATIONMARKET SEGMENTATIONMARKET SEGMENTATION

MARKET SEGMENTATION STRATEGY

Recognizing the segment is the first step that has to be done is to in order to

develop a marketing plan. Well even we have done the same.

Ours will be a FLEXIBLE MARKET OFFERING. There will be some basic services like

provision of venue, arrangement of caterers, invitation cards, etc. this will be NAKED

SOLUTION that will be containing the service elements that will be common to all

the segments identified. But then there will be DISCRETIONARY OPTIONS available

for some customers (segments) as per their choice. For e.g. arrangement of

bachelor’s party, honeymoon planning, arrangement of cars for traveling, grooming

not only the bride and groom but also the close family members, dance troops for

lady sangeet, etc. These are such services that may or may not be demanded by our

customers as they might like to arrange them on their own. Of course these options

will have additional charges.

(We will be offering different packages for different groups recognized on the basis

of religion. Like packages for Muslim weddings will be quite different from the

package provided for Christian or Bengali wedding. Here by if we carve up the

market in terms of preference, our segment will be clustered segment, where

market reveals distinct preference clusters.)

4.4.4.4. TARGET MARKETTARGET MARKETTARGET MARKETTARGET MARKET Being the first year of our business, our head offices will be in two main cities, DELHI

and MUMBAI. We have chosen these two cities keeping in mind our TARGET

SEGMENT. Well for the time being we have classified our segment according to

income. The four segment indentified are

Upper upper class

Upper class

Upper middle class


Our target segment for the time being are the customers whose budget for the

wedding is Rs 50 lakh and above.

The reason that being, because these people will be ready to shell out more money

for grandeur and for a magnificent wedding. This explains our choice of city for our

head offices. Delhi and Mumbai, both are metro cities and rich people. Because of

the lifestyle they have, customers there are more open to new ideas. Also these two

cities have lot of professionals who are so busy in life that they would need wedding

planners for the arrangements. As we are catering to all religions, Delhi and Mumbai

are cities which have the best mixture of all the cultures living together.

Also there is easy availability of business partners like designers, caterers, grand

hotels, best beauticians etc ads to the reason for selecting these cities.

Now if we analyze our cities where our target segment is according to BBDO Guide

to Urban Market, then we have:

Number of consumers: densely populated cities, so maximum number of

consumers.

Awareness level : High

Availability of Marketing Support Infrastructure : Excellent.

But again our segmentation is multi-segmentation. As mentioned earlier also, we

will be providing services to all religions. India being a country with diverse cultures

and religions, in order to get the maximum share in the consumer market it is

indeed very important to cater to all possible religions we can.

Below is the profile of the target market:

Demographics

AGE- Targeting consumers of the age group 21 and above. Apart from the marketing

campaign which will be approaching to all, we will be also having special campaigns

for young people (looking for different wedding) and old people. ( see product

development and differentiation).


LIFE STAGE- We will be targeting people who are themselves planning to get

married , those who are planning for their children’s wedding and also those who

are wanting to celebrate their 25 or 50 years of wedding anniversaries.

GENDER- Our target segment is both men and women.

INCOME- As mentioned above segmentation on income is our major basis of

segmentation. People in India are very well experienced in arranging weddings. It’s

the occasion they enjoy and cherish the most. Hiring a wedding planner requires to

shell out extra money from their pocket. So we will b targeting only those people

whose wedding budget is above Rs 50 lakhs.

RELIGION: We will be providing services to the following religion: Bengali, Hindu,

Muslim, Sikh, Gujarati, Punjabi and Oriya.

Pyshographics

LIFESTYLE: lifestyle of our target segment will be quite lavish. They would believe in

maintaining status and would want class-apart services.

VALS FRAMEWORK: According to the VALS framework our we can describe

tendencies of our segment as:

Achievers: These are the people who are successful and career and family oriented.

They favor premium products that demonstrate their success to their peers.

Experiencers: These are young , enthusiastic people who seek variety and

excitement. They can spend high proportion of their income on fashion,

entertainment and socializing.

Strivers: These are trendy and fun-loving people who are resource constrained but

favor stylish products that emulate the purchases of those with greater material

wealth. These kind of customers will be found in upper middle class and middle

class. We are offering different customized products that will help them to be in

their decided budget but sidewise they can avail our services.


5.5.5.5. PRODPRODPRODPRODUCT DEVELOMENTUCT DEVELOMENTUCT DEVELOMENTUCT DEVELOMENT The current wedding scenario in India, wedding has become a glamorous affair with

grand budgets and picturesque wedding venues. Everyone aspires to make their

wedding a living legend and our wedding planner helps the couples providing all the

necessary assistance for materializing their dream wedding in India. Here at

SutraDhar we will provide the most over-whelming hospitality and assistance to its

clientele as they plan their dream wedding in India.

It is a team of efficient, trained and dedicated professionals who work most

meticulously to make our clients wedding a success. Our wedding planner will keep

inventing new ways and ideas for providing a unique wedding experience to all our

clients giving foremost importance to their inputs and desires. One can choose

either between a beach, adventure, palace wedding or suggest a unique theme and

our team will take care of all the ingredients making our clients wedding the most

cherished memory for life. The wedding services provided by SutraDhar are:

Wedding Venues: the selection of a perfect venue for dream wedding ranks

foremost in the scheme of things while planning a wedding. The wedding venue is

one of the most significant factors of a wedding as it provides the base for an

authentic theme wedding. The few important points to be kept in mind during

selection of venue are: budget of the client, feasibility of guests to reach venue,

security availability, parking spaces and theme of the wedding. The various choices

that we provide for selection of venue is scenic environs of Kerala, royal settings of

Rajasthan or picturesque beaches of Goa, marriage halls , farm houses etc.

Wedding Trousseau: Whether our client would want a traditional trousseau or a

simple and casual one with a Western formal look our team with the help of

professional designers shall provide the finest wedding dress.

Wedding Calendar: our wedding calendar shall provide all the important

information for our clients wedding in advance. The wedding calendar will provide

the aspiring couple all the necessary information for planning their wedding just the

way they desire.


Wedding Theme: weddings with a theme are the most modern way of celebrating

the illustrious event. According to our clients interest and liking a perfect theme

shall be selected after consulting the couple. Themes like royal theme wedding,

fairytale theme or any color specific theme shall give a unique approach to the

wedding.

Accommodation: SutraDhar will find all our client’s answers regarding

accommodation needs with a choice of 5 star hotels to other humble lodgings.

Transportation: SutraDhar will arrange all transportation, right from receiving

guests from the airport, all transport required during the stay; everything will be

taken care of. For those looking for royal rides for their grand entrance our team

shall provide Limousine, this vehicle signifies aristocracy, nobility. We at sutradhar

will arrange it for clients, the same with floral decoration.

Wedding Priest: Priest or Pastor is an integral part of every wedding. For Hindu

wedding, the wedding priest has to be a Brahmin, for Christian it has to be a Catholic

hence, we at SutraDhar arrange priest for those looking forward to a traditional

Indian wedding.

Catering: we will arrange a variety of sumptuous delicacies as exotic menus for the

guests with a blend of Indian and foreign cuisines. To have a slap-up meal one needs

a wonderful menu. And soon the client decides the menu the job surpasses to the

caterers. The menu shall be decided according to your preference and budget. As

per clients selection a menu shall be placed for the guests. The caterers shall

provide vegetarian and non- vegetarian cuisines.

Floral and Light Décor : Fresh flowers like roses, orchid, marigold, gerberas, etc. can

augment the overall appearance of the traditional and ethnic look and we will do all

these with client’s consent.

We believe that lighting if used artistically can amplify and emphasize each and

every element of décor and take it to a completely different level. So we will always

try to arrange it differently.

Video and Still Photography: We will appoint a photographer and professionals for

video coverage for capturing the propitious moments of our clients life on tape.


Cultural Programmes: Song and dance is an integral part of all marriages, without

which it seems incomplete. we will arrange native/folk dancers to perform in the

weddings.

Since we are the service providers providing intangible products, we will have to

take care of customer expectation and see that our delivery exceeds their

expectations.

There will be some seasons during a year which will be peak time for us. The

clientele will definitely increase during those seasons. So in order to offload during

the peak season, some schemes will be introduced to incite our clients to book our

services beforehand (say during off season). Some of the basic schemes would be

like:

Clients, who book our services 5 months before their wedding, would be given some

extra discount (depending on their budget). Also clients will be motivated to book

before hand by advertising. They will be informed that if they do so, they would be

able to save a lot on venue and caterer charges.

Clients who book our services 4 month before their wedding would not be charged

various consultancy and booking fees like booking of venue, booking of tickets,

rental cars, beauty consultation etc.

Clients who would approach us just before a month of their wedding would be dealt

in a special way. In the sense that, it would depend on the demand of our services,

that if we would not be able to provide them with full services, we would try to

provide them just with consultancy. Likewise we can take care that none of our

client doesn’t get disappointed.

Special measures will be taken during the peak season. Like hiring part time

employees just to meet the demand. Although special care will be taken to train

these employees also, but hiring them just during the peak season would reduce our

cost and increase profitability.


5.1 CUSTERIZATION

Although we will be providing basic packages for wedding according to the budget

of our client. But taking into consideration different clients would have different

requirements. For example a particular client would not want the venue to be very

expensive like that in a palace or so, but would want food of great quality. So here

instead of going for the fixed packages customers can also go for customized

offerings. These will be a special feature of our website where a customer can select

different choices for the services and side wise the pricing will also be visible. For

the convenience of our customers our employees will also give them a brochure in

the very first meeting, so that they can have full knowledge about the variety of the

services we offer to them.

Our offerings will be very flexible and customer will be very free to customize their

wedding as much as they want to.

6666.... POSITIONINGPOSITIONINGPOSITIONINGPOSITIONING Positioning is the act of designing the company’s offerings and image to occupy a

distinctive place in the mind of the target market. The goal is to locate the brand in

the minds of the consumers to maximize the potential benefits to the firm. The

result of positioning is the successful creation of a customer-focused value

proposition, a cogent reason why the target market should buy the product.

COMPANY: SutraDhar - The Wedding Planners

TARGET CUSTOMERS: Niche Segment

(Upper class/ Upper Middle Class/Upper Upper Class)

BENEFITS: Effective delivery with credibility

PRICE: 10% Premium

VALUE PROPOSITION:-


One Stop Shop for Weddings, where customer demand details are the priority,

followed by quick service delivery. Credibility in the delivery of our services in our

USP (Unique Selling Proposition)

6.1. POINT-OF-DIFFERENCE

SutraDhar can provide you everything that a conventional wedding

planner can

However

Our main point of difference is that our BACK END SYSTEM which is far

more superior.

Jobs that usually take weeks, we make sure they are completed in half

the time and efficiently, hence an edge above the rest.

6.1.1. MARKETING OUR POD

We believe marketing our point of difference is all about communicating. The more

frequently we communicate our point-of-difference the more consistently will we

be able to deliver our services and more customers will understand us and cease

going in for other quotations.

The strategies adopted for marketing our POD are

Promoting the experience of our team This is done by a photographic display of the staff head & shoulders with the past

work experience or the particular specialties that they have in they have in the field

of Wedding Planning. This is done on the website, the printed brouchers and with

quotes, tender & submitting for the new customer and new business.


Testimonials This is done to communicate to existing customers what our existent clientele has to

speak about their experiences with our services. They will be displayed on the

website and put in emails. This gives the prospects a sense of confidence in the

credibility of our services and also give the people the confidence that we are

continuously delivering our POD.

6.2.6.2.6.2.6.2. EEEE----ADVERTISINGADVERTISINGADVERTISINGADVERTISING

“If you have to master the future, you have to invent it”

Peter Drucker

Amid various media of advertising, the Internet is growing magnitude day by day.

Internet advertising encompasses the advantage of both the print and the visual

media. The internet definitely has an edge above the other marketing strategies.

Globalization and liberalization can be even more consequential with the help of the

internet. It is the first really democratic medium of two-way communication

between the advertiser and the consumer. The internet is the medium of the future

and will leave all other media behind.

INTERNET: AN EFFECTIVE MEDIA

The internet can be an effective media of advertising to slot in what is required in

the various behavioral stages.

Corporate 50%

Through Cyber Cafes 30%

Home Users 20%


GLOBAL INTERNET AD SPEND TREND

In India, the online spends is currently less than 2% of the total ad spend but the

expectation is that it will be 8-10 % by 2010. The number of net users in India will

exceed most Asian countries (except China) in the near future.

6.2.1. TACTICS USED

Personalized Website for our service

To provide our services on a global level we provide a website.

Content Advertising

The information about our services are placed at the possible spaces available on

the net. Some of the strategies to be adopted are mentioned as follows. Content

advertising is basically to draw maximum traffic. This traffic is either from the

websites where the content is posted or through the search engine. The final

objective is to get a high hit rate and a high ranking in the search engines. A careful

keyword research and search engine optimization techniques are to be looked after.

- Articles about the service to be posted on various Article Directories

Ezinearticles.com, ArticleBiz.com

- Posting articles to Squidoo, Hubpages or Blogger

- Blog Posting

8%

92%

Internet AD Spend Total AD Spend Online media today

accounts for 8% of global

ad spend. In the coming

years it is expected to

touch about 25%.


- Press release

- Paid reviews at other people’s website

- Yahoo answers

- Social bookmarking at Digg, Propeller etc

- Post videos in video sites

- Posting comments in forums

Pros: A large customer base covered in a cost effective manner.

Cons: The time to tap the customer is very less, in seconds.

Link Advertising

A short link with descriptions is used to lure visitors directly to the website.

- PPC advertising

- LeadsLeap advertising

- Classified advertising

- Submission to directories

- Link exchange partnership

- Banner advertising (image version of link advertising)

- Craigslist advertising

- Email signature

Pros: A large customer base covered in a cost effective manner.

Cons: The time to tap the customer is very less, in seconds.

Viral Advertising

Parallel to the word of mouth advertising in the offline world, is the viral

advertising in the online world. The idea is to encourage created traffic to

bring more traffic to the website.

- Place a “Tell-a-friend” script on your website

- Distribute viral screensaver, software or eBooks


E-mail messages to spark emotions and actions

Ours is a service catering emotions. And it’s emotions that move people to action –

and action is what is needed. Since the time to grab the customer attention is very

less in case of Internet Advertising, the subject line of the e-mail has to be catchy.

The best way to start doing this is by having a catchy subject line for the e-mail.

The proposed subject line for the e-mail:-

ONE STOP SHOP FOR ALL YOU WEDDING NEEDS

Auto Responders to build relationships and extend offers

Auto Responders are pre-written e-mails triggered by a specific event, such as an

order being placed. They are a way to build relationships with customers, follow up

orders, and keep the users updated with the future upcoming services and facilities.

A potential customer list with joint ventures, affiliates, and

social media

The joint venture or partners in our case are the various Matrimony services,

Trousseau dressers, Florists, etc, to have a database of suspectcs and prospects.

6.2.3 POSITIONING THEORIES AND E-

ADVERTISING

INTERNET ADVERTISING

Positioning by Use Internet advertising can logically justify the occasion or

time of use of our service. The personalized website

being provided, gives the ease of being accessed 24*7

Positioning by Price

and Quality

Internet advertising helps in cutting down the costs and

ensures Price and Quality positioning, which is the need

of the hour in a developing economy like India.

Positioning By Receive

& Alter information

and images

Internet advertising, in this method of positioning allows

the users to receive and alter information, and even

gather information in a price effective manner. The

website being offered by our company is one of the best

examples to exemplify this point.


Users of the website can load their information,

Positioning by Product

User

Internet advertising successfully positions itself according

to psychographics or behavioral aspects. The interactive

capability of the internet makes this happen.

Positioning by USP Internet advertising contributes immensely to position a

brand attribute not been used by a competitor and tour

it as the best. Such a tactics can be extremely beneficial

in the clustered advertising scene.

Positioning by Brand

Endorsement

Internet advertising is extremely helpful in positioning by

corporate identity. The company’s credentials can be

portrayed through Internet Advertisements, which offer

strong positioning. It can also be in line extensions and

brand extensions.

Positioning by Product

Attributes & Benefits

Internet advertising can clearly set our brand out apart

from competitors based on specific brand attributes or

the benefits offered. Perceived positions of products

along differential dimensions can be shown. Interactive

capability of the media facilitates the participation of the

target group as they can rank the brand, which they feel

are the best along each dimension.

6.2.4. PROS & CONS OF E-ADVERTISING

Pros:-

� Greater value delivered to the customers.

� Shimmering multimedia provides a surefire way to hold customers’ attention.

� The Net is a bustle free medium, hence the prospects can experience only one

solitary piece of communication at one time.

� Helps in shaping brand identity through judicious positioning of picture links,

text links and video links.

� Interactive mode of positioning.

� Performance Measurability: the hits can be monitored constantly.


Cons:-

� Very less time, just seconds to capture the consumer interest.

� This sort of advertising to position depends totally on the degree of

innovativeness with which the discussed strategies are practiced.

� The prevalence and popularity of e-advertising in India, is not satisfactory

enough. Just 2% of the total AD spends. This sort of advertising is famous

with corporate, MNC working class people, in short, people who are always

on the run.

6.3.6.3.6.3.6.3. GUERRILAGUERRILAGUERRILAGUERRILA MARKETINGMARKETINGMARKETINGMARKETING

Guerrilla marketing is the marketing of a product in the most unlikely of places, and

the main advantage of guerrilla marketing is that it is unexpected. It catches the

prospects and suspects off-guard and causes emotional response - laughter, shock

or sadness are great sellers.

6.3.1. TACTICS USED

Viral Marketing

A successful viral campaign uses existing communication networks (you tell two

friends, they each tell two friends, and so on). The biggest advantage of this type of

marketing is that it does not require much in terms of resources, and has the

potential to be unstoppable. All what is needed is that the services be delivered

with the utmost perfection. Indian Weddings are a carnival, with family members,

friends, friends’ friends pouring in, and probably are the best places for any sort of

advertising. Where on one side, the probable customer base to be our Word of

Mouth carriers is ample; this can be a disadvantage also, in case there the services

are not delivered aptly. This is the first type of marketing which we intend to apply,

to position ourselves as the most credible and fast wedding service providers.


Presence Marketing

It’s about making the business name recognizable and familiar and get into the

minds of the customers that “We are always there”.

This is achieved through:-

Placement of our service advertisement in movies and TV shows. Elucidating more

on this point, positioning of our wedding services can be very feasibly done in

collaboration with Bollywood movies. And same goes with TV serials also. Looking

at the current trend in the Indian movies and TV serials, the presence of a marriage

has sort of become mandatory. We intend to grab this opportunity, to position

ourselves as credible wedding service providers.

Stalls at local festivals and markets.

Taking our services on an international scale, we intend to position ourselves in

magazines like “BRIDAL ASIA” and even at the yearly event held with the same

name.

The e-Advertising discussed earlier, explains the tactics for positioning to be applied

for presence marketing of the internet.

Presence marketing delivers an excellent return on investment. All we really have to

do is be visible.

Grassroots Marketing

Is gaining popularity like - well, like a grass fire. A grassroots campaign can take on

many forms, but for the most part it is about winning customers one-by-one rather

than on a very large scale. In simple words adopting a customer oriented approach,

and keeping the customer demand as the top most preference. By doing so, one

thing is for sure, A SATISFIED CUSTOMER, who can be a second time buyer and can

attract many more customers.

Our strategy for a successful grassroots campaign is all about building

relationships and emphasizing the personal connection, not about broadcasting or

boasting about our services and hoping that somebody is listening.


Wild Postings

Have you ever walked down a city street and seen a wall plastered with multiple

copies of a poster for a movie, concert, or alcoholic beverage? Those would be wild

postings, and parts of their effectiveness lies in the way that they can make us

believe we’re witnessing something momentous. This may seem old-fashioned, but

they are still wildly popular with Indian bands. Since ours is a niche market service

provider, having wild postings around movie theatres and very general public

places, can be a little hampering for our image. Now this does not mean that we are

going to leave such places untapped. Again our POD of “services delivered with

credibility and an edge above the others” gets delivered over here. We will

strategically position our billboards in such place. Needless to say, the billboards are

going to innovative, creative and live up to the niche market image of our services.

Undercover Marketing

Also known as buzz marketing, is said to be one of the more devious ways of

marketing to the masses. Undercover marketing/buzz marketing is all about selling

something to someone who has no idea they’ve just witnessed a sales pitch. For

example the, paid up online surveys, whereby a person is paid to give reviews. The

person does the job for money, but the service or product for which he/she has

taken the survey, unknowingly gets registered in his mind. We intend to put into

practice this sort of positioning strategy, once our services are in the market. Such

surveys can be conducted in crowded places. Our first choice to start with this sort

of positioning strategy is Shopping Malls.

Experiential Marketing

This is increasingly being embraced by all types of companies and brands today. By

Experiential Marketing the suspects and the prospects interact with the product and

associate their immediate emotional responses with that brand.

This is one of the marketing strategies, to tap the emotions of the suspects and the

prospects. Our strategies to implement this sort of marketing are by giving the

prospects and suspects, a free trial of our services. For example, a free trial of the

unique saree draping service can be provided.


Experiential marketing aims to give the consumers an experience rather than send a

one-way message.

6.3.2. POSITIONING THEORIES AND GUERRILLA

MARKETING

GUERRILA MARKETING

Positioning by Use Guerrilla advertising can logically justify the

occasion or time of use of our service.

Positioning by

Price and Quality

Guerrilla Adverting helps in cutting down the

costs of advertising and ensures Price and Quality

positioning, which is the need of the hour in a

developing economy like India.

Positioning by

Product User

Guerrilla Advertising successfully positions itself

according to psychographics or behavioral

aspects. The marketers are well versed in the

principles of human psychology and this is driving

force of Guerrilla Advertising.

Positioning by USP Guerrilla Advertising contributes immensely to

position a brand attribute not been used by a

competitor and tour it as the best. Such a tactics

is extremely beneficial in the clustered advertising

scene and giving us an edge above the rest.

Positioning by

Brand

Endorsement

Guerrilla Advertising is extremely helpful in

positioning by corporate identity. The company’s

credentials can be portrayed through the

randomly placed advertisements, which offer

strong positioning. It can also be in line extensions

and brand extensions.

Positioning by

Product Attributes

& Benefits

Guerrilla Advertising can clearly set our brand out

apart from competitors based on specific brand

attributes or the benefits offered. Perceived

positions of products along differential

dimensions can be shown. Interactive capability


of the media facilitates the participation of the

target group as they can rank the brand, which

they feel are the best along each dimension.

7777.... DIFFERENTIATION STRATEGIESDIFFERENTIATION STRATEGIESDIFFERENTIATION STRATEGIESDIFFERENTIATION STRATEGIES

7.1. PRODUCT DIFFERENTIATION

It is very important for any new entrant or even for an existing product to cater such

services to the customers that are not catered by its competitors. Our creative

teams at SUTRADHAR will continuously work to evolve our services in a such a way

that we always stay number one in the market and be in the best in customer

satisfaction. Some of the different product services that we will be providing to our

customers will be :

Saree Draping The Indian wedding is a fashionable affair, with three days of catwalk. And the saree

symbolizes the Indian attire. The beauty of the saree is enhanced by the way it is

draped. We plan to give our customers a unique experience to experience the saree

in an all together different way, and be trendy yet ethnic. To provide this creative

quotient we have professionals rolling on from the country. But we have special tie-

up with famous designers and specialists to offer this service. Our team can drape

saaree in more than 125 ways. They have the art to drape three sarees together and

sill make bride look slim and beautiful. An example of our team’s work is shown

below.


We will help the brides to drape their sarees at their own venues. Everything

required for the saree drapping will be taken by our team like extra duppatas,

broaches etc.

Memory on net we will be providing our clients with a special service that they can have there own

URL on our website-www.sutradhar.com. our technical team will help our clients to

design the webpage for them. Some of the special features of the website will be :

Clients own domain name ex: www.rituandjohn.com (subject to availability)

Home page - welcome page with description

About us - description of the bride and groom.

Our wedding – client’s wedding description with photos

Photo Gallery - Photo gallery up to 50 pictures of client’s wedding

Guest book - Allows guest / family / friends to sign in and leave a message for bride

and groom.

Contact Us – client’s contact details

Client will get 2 exclusive email ids with domain name

clients will get control panel to update their text and pictures


Mehandi Moments Be it any culture, Mehandi is important to all Indian brides and groom. It’s not only

the bride and groom, but also the family members who want designer Mehandi.

Mehandi rasam does form an integral part of an Indian wedding. So we will be

providing special designer Mehandi makers for our clients. Our designers strength

lies in the rapport they build with their clients, their ability would be to understand

client’s needs and their skill in offering great choices, from the traditional to the

trendy.

The designer’s team will be have many members, so that they can cover whole

family members. Some of example of designer Mehandi are :

Gift Wrapping Giving gifts to the bride and also to guests is a ritual in india. The gifts that the bride

gets is often displayed during the small wedding functions. Gift wrapping is a style

and a beautifully wrapped gift can make a difference. Again this will be one of our

special service for our clients. Some of the few examples of wrapping are

• Readymade Rangolis and Torans

• Gift and Mithai Boxes

• Batwas, Trousseau Packing Bags and Boxes

• Trays and Aarti Thalis

• Wedding souvenirs like Jewels/Bangles case, Diyas and Candles

• Saarees gift wrapped in great style.


Wedding Anniversary Celebration In India we will usually find couples wedded for more than 20 years. Indians believe

in long marriages. So we have decided to cater to this segment also. It’s an

upcoming trend to celebrate wedding anniversary in fashion specially 25th and 50th

wedding anniversary. So we will be providing special packages for such events. The

reason to provide special packages for these events is that although they are not as

large as wedding functions itself, but people do want to experience some rituals

again. We will offer packages for 25th and 50th wedding anniversary.

Theme weddings We have also identified customers who want their wedding according to some

themes. Theme weddings are becoming popular these days. We will have special

teams to help our clients to decide on various theme weddings like village theme or

theme functions where each function would have a certain theme. There are few

players in the market that provides basic services to consumers but this demand still

remains unanswered.

Also, India is a country of young people. Their Moto of life is “WORK HARD AND

PARTY HARDER” or rather “WORK HARD AND PARTY CRAZILY HARDER”. We will be

catering to the needs of our own YOUNGISTAN. People today want to make their

wedding very special and they want it in a way that no one has done. Yes, we will

be helping them to arrange “CRAZY WEDDING”. By crazy wedding we mean, crazy

venues, crazy themes, crazy music, crazy entertainers etc. Just to give an example,

crazy themes can be wedding based on pirate theme or beach theme with

mermaids, or rock concert theme. Also some would want to marry in sky or on an

island or underwater.

We will be having a special team that will plan weddings for this special segment.

This team will of course be full of crazy ideas and would not have “impossible” word

in their dictionary. Our fun loving and crazy team would help them to build more

upon the ideas the clients would have.


7.2. PERSONNEL DIFFERENTIATION

Since ours is a service industry, our employees are our brand ambassadors. They are

the one who will be directly dealing with our clients. Customer satisfaction will

totally depend on their efficient handling of our clients. Wedding is a occasion which

is very close to every one’s heart and each client would want it to happen exactly

the way he/ she has dreamt about it. So personnel training is an important tool for

our success.

Interactive training( training and motivating employees) is important to us as our

clients will not only judge us the quality of our service i.e. efficient arrangements but

also on functional quality I.e. how our employees treat them. It will be made

compulsory for each employee to undergo required training module(training

according to their tasks in the wedding). Also special care will be taken of employee

satisfaction. It is very known that is the employee is highly motivated and satisfied,

he will satisfy customers also.

7.3. CHANNEL DIFFERENTIATION

Our POD is our superior BACK END SYSTEM, which is made up by our channel’s

coverage, expertise and performance. Not partially, but our complete success is

based on our superior channel development.

7.4. IMAGE DIFFERENTIATION

The image which we want to portray for our wedding services is that of a wedding

planner which turns out to be the connecting point for our clients’. Hence, the name

“SutraDhar” which is a Hindi word, meaning the narrator of a story or the narrator

of events. The SutraDhar is the one person who keeps everything connected. We

intend to portray ourselves as the wedding planner who takes care of the smallest

of details of the wedding, and provide the best of services, and making the one day

of our client a lifelong memory. Some of print advertisements to portray our image

are shown as follows.

Wedding+Planners+Final+Draft

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