4. The Situation Analysis
• Company
• Collaborators
• Customers
• Competitors
• Climate
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5. COMPANY
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• Click and Mortar company
• Mortar Structure based in Coimbatore
• Supply of Products for Festivals
& Corporate events
9. Wholesale suppliers
– Thermoshells (thermocol)
– Suraj speakers (speakers and boxes)
– Mahaveer novelty ( Electrical goods)
– City book center ( stationery items &
decorative items)
– Rajkamal enterprises ( Food items)
– Vicky sports shop ( mementos)
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10. CUSTOMERS
Market Segment – Fests and events held in colleges.
Target Market – Colleges in and around Coimbatore.
Benefits – One stop solution
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11. Buying Process
• This is the buying process that a normal
customer (college) has to undergo
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Customer
Problem
Recognition
Search
Evaluation
of
Alternatives
Purchase
Decision
Post
Purchase
Behavior
12. The Customer Advantage
• All 4 steps of buying process are eliminated
for the customer
• Fest Kart takes care of all the 4 steps
• Customers can’t do impulse purchase as it is a
major event.
• Cost benefit ( reduction in search cost, travel
cost)
• Orders in short notice will be delivered in the
required time
• The product movement will be notified to the
customer as per request
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13. The Customer Advantage (Contd.)
• Customers can find info about us
through
– Banners in colleges during the event
– Display ads in sites related to events and
functions
– Customized selection of goods and items
– Latest trends will be available
• Theme fest (Formal, Party)
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14. COMPETITORS
• Local vendors and suppliers
• In – house inventory of items
• Event management agencies
• E Commerce Websites – flipkart.com,
myntra.com etc.
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15. CLIMATE
• Web based business models
• Laws and regulations are still unclear in case
of e-business
• Economic situation: Increasing transportation
& travelling cost
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17. SEGMENTATION
Geographic
Region wise: South
State wise : Tamilnadu
Behavioral
Occasions: Regular occasion, special
occasion, holiday, seasonal
Benefits: Quality Service, economical,
convenience, speed
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18. TARGETING
Concentrated Marketing
• Colleges in Coimbatore, Institutes and corporations
• Colleges: Engineering colleges, MBA colleges, Arts and science
– Engineering Colleges – 70
– Business Schools – 56
– Arts & Science Colleges- 62
• Occasions: College functions, Department functions, B-school
fests
• Benefits: Convenience, Speed
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19. POSITIONING
For all the young event managers worrying
about excess time consumed in going to several
places searching for the necessary items,
FestKart provides a one stop solution for all
your renting and purchasing problems.
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20. DIFFERENTIATION
• Clients don’t have to go to various places
searching for the items required to carry out a
fest.
• The materials will be delivered at the required
place and on the required date.
• Materials can be returned and the money can be
reclaimed provided the packaging is still intact.
• Clients can check the available products on our
online website and can place orders.
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22. PRODUCT
Differentiation/variety
• The main differentiating point is that all the required
products for the occasion are provided at one place.
• Product line includes a variety of the products from the
administrative items to the decorative items
Segmentation
• Geographic and demographic, college ranking
Quality
• The speed of delivery – Lead Time of 36 hours
• Conformance quality – consistency in delivering
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23. Features
• Click type business
• Ubiquity
• Personalization/Customization
• Disintermediation
• Search cost reduced
• Transaction cost reduced
Brand Name
• Fest Kart- We value your time
• Value Proposition: Delivery Speed, All under
one roof
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24. Packaging and Sizes
• Customized Packs as per customer requirement
• Bulk purchases and limited purchases are
available
Warranties
• Unused materials can be returned and the money can
be reclaimed provided the packaging is still intact (not
applicable for perishable goods)
Returns
• Revenue from Sales
• Revenue from Ads in our website
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25. PRICE
List Price
• Each product is priced at MRP
• For services to be fast tracked during last minute
requirements, a small charge will be taken
• Delivery charges have to be met by the customers
Discounts
• Discounts are provided while opting for combo packs
or while buying a bulk amount
Payment Period
• Cash on delivery
• No credit terms allowed
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26. PROMOTIONS
Online Promotions
• Search engine optimization
• Emails – With Catalogue
• Branding perspective: Video (You Tube), Display Ads, Facebook Community
• Alliance with www.nammabooks.com for display Ads
Offline Promotions
• Direct Marketing and Event Marketing:
– During functions held in various colleges
• Distributing pamphlets, branding the cups and items with FestKart’s
logo and details
• Brochures & Catalogues – Rs. 20 per catalogue
• Display Banners of 7*5 feet – Rs. 350 per banner
• Word of Mouth
• Offers will be provided for regular customers
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27. PLACE
• Click and Mortar
• Web address & Contact Number
• Physical Location: Warehouse in
Coimbatore at Ramanathapuram
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28. PROCESS
• Customer can contact us through mail or
phone
• Items required by the customer can be
ordered through the site
• Product will be taken to the customer
within the stipulated time
• Payment is cash on delivery basis
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29. PEOPLE
• Employees : Driver for delivery service
• Management: Team of 5 members
• Culture: More of customer centric in nature
Customer Service
• Customers can contact us via mail or phone
• Door delivery / On site Delivery
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30. PHYSICAL ENVIRONMENT
• Physical Location: A storage unit in Coimbatore
Dynamic Website
• User friendly website with wide range of catalogue
availability for the customers
• Option for customization
• One stop for all the fest needs
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31. FUTURE SCOPE
• Expansion to locations near to Coimbatore
– Palakkad, Pollachi, Erode
• Implementing Payment Gateways
• Household functions
• Birthdays, Marriages, Funerals, Parties
• Maturing into an Event Management firm
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