SITUATIONAL ANALYSIS

Customer

CompanyCompetitor

s

• Tamil Nadu market first level ( Chennai and Coimbatore)

• 13,000 cr industry, growing at 20% in Tamil Nadu.• Hassle free marriages to showcase their wealth and

pride.• High motivation towards the auspicious once in a life

time function.• Rising purchasing power of the people.• The objective is to sustain in the market , offering

state of art service at the best possible way for a long-lasting relationship.

• To have a penetrating pricing strategy with widely available network of vendors offering services.

• Starting a project for High net-worth individual , and to establish firmly in the market with the credibility gained.

• Offer A-Z services. • 73 players in Coimbatore doing marriage events.

• Word of mouth plays a major factor in converting orders.

• Established their foot in market for considerable period of time.

PEST ANALYSIS

Political:Favorable tax policies.Boon for startupSMILE and New inspiration fund.

Technology:> Increasing internet users> Smartphone penetration> Attracted towards social media> Easy connectivity.

Social:• 1000-1000 sex ratio in coimbatore. 1000-936

chennai.• 10000 people per sq km in Coimbatore,• More diverse and cosmopolitan,• Human development index is .736.• Awareness of wedding planners.• Changing lifestyle of metro dwellers.

Economical:# Inflation hovering around 6%# GDP per Capita is 1260$# Interest rate is 7.25%# Increasing purchasing power of people

SWOT ANALYSIS

# A startup from budding Coimbatore based entrepreneurs.# High network of contacts from tier-1 colleges, schools, clubs.# Have prowess skills in doing events bringing together experience from different wedding planning companies.

# A foray into a saturated market which has 73 players.# Haven’t garnered credibility in CBE.# A small team with 4 managing partners.# Coimbatore based agents network is not strengthened yet. Possibility of biasness towards the stalwarts in the industry.

# People who does a simple marriage function are unaware of the benefits of wedding planners.# People of Coimbatore spend humongous money on marriages, but sticks onto their friends and families for support.# In Bangalore and Chennai people who does marriage at 2 lac budget also seek wedding planners for hassle free experience. # Rising multilingual population in Coimbatore.

# Current players can be a threat for the business.# Myth that wedding planners are costly and unreliable.# Business plan idea theft by current star players in the market.# Star players belittle startups initial stages.

SWOT

COMPETITIVE ANALYSISCompetitor Product/

Service Price

Location

Facility Strength Weakness Strategy

Vivahhika • Customized wedding décor

• Designer wedding garlands

• Wedding planning

Saibaba colony

Great location, easily accessible

Great Location & good website. One of kind of start upAggressive team Pumping adrenalineGreat new decorations

Constrained to doing only few services.

Outperform with bigger and innovative plans.Have a eye for detailingSocial media marketingRely on WOM

Lime light event pro

• Wedding• Backdrops• Corporate

events• Decoratives• Pro audio

and lighting• Birthday

parties• etc

g.p signal,new siddhapudur,

Coimbatore - 641 044

Ganapathi, quite far from main city

Has done major events in cbe.

- Is into doing varied events, and focus on wedding is minimal.

Goes for affluent target.

OBJECTIVES ( SMART GOALS)S

• To be one of the top 5 wedding planners in Coimbatore with motive of social responsibility.

M• Consistently monitoring the enquiries/conversion

that are through different sources like FB, Website, Magazines, Referrals and TV.

A• To have a target of constantly doing 5 marriages M.A

in 200 M.A industry.

R• A proactive team which consistently follow orders

and offer state of art innovative but in a economical wedding plans.

T• We will ensure orders 3 months prior to avoid

inconsistency.

OUR SERVICES Wedding venues wedding cards beauty & grooming mehendi artists Jewellery Caterers fireworks astrology & religious services Honeymoon packaging candid photographers

POSITIONING STRATEGY To “ the age group from 18-75 who is looking to get

married their kith and kin in a very joyous and happy way”.

We exist to adhere to this maxim, and focus on offering traditional marriage services with modern touch.

We do end to end wedding services from invitations till honeymoon packages, first in cbe.

All nuclear families are opting to go for wedding planning services as all are busy with work.

OUR BRAND PERSONALITY

Brand Persona

lity

Happiness

Joy

Excitement

Traditionally

modern

Hassle free

Dependability

CORPORATE SOCIAL RESPONSIBILITY We give tree sapling to everyone who

attends the wedding that we organize Our flagship event is eco-friendly

marriages which includes eco friendly materials in decoration and other services.

We do wedding services for downtrodden people as a part of CSR, we will completely waive wedding service charges and also we fundraising events.

MEDIA PLANNING ATL

TV ad- Kalayana malai

Magazines- Manamagal ( highest circulated wedding magazine).

Social media and website. Articles in Hindu and TOI. SEO marketing. Whatsapp marketing.

TOP PROGRAMMES FOR WEEK 36 TNSTATE/ PONDY              ALL NCCS

Channel Date Day Start Time

End Time Programme

Dur{min.}

Rat 000s Rat %

Reach % NGRP TSV

Sun TV06-09-

15 Sunday 7:59 8:30 Kalyanamaalai 31 470 2.03 4.33 2.09 14.46

MEDIA BUDGET Aval manamagal magazine – campaign for 3

months (half page ad) 1,00,000*3= 3,00,000 Circulation = 3,50,000 ; page size =

15cm*21cm Social media campaign = 50,000 SEO MARKETING = 20,000 We are screening the ad in SUN TV’s kalyana

malai show 2times on Sunday’s for 8 weeks ( seasonal based) which will cost 10,000 per screening and will cost a total of 4,80,000

EXECUTIONAL LAUNCH We planned our launch in Matrimony

EXPO in CODISSIA Trade Fair Complex

Is a 2 day event. The wedding expo in Coimbatore showcases products of wedding planning from end to end.

SUCCESS METRICS Customer feedback forms. Check for monthly growth in website

traffic, lead conversion and reference. Discount code will be displayed in ad

which will help to check the success of the ad campaign.

THANK YOU