2. Service
Online Website (Region: India specific) includes
A questionnaire for people to find out the different
kinds of gifts for the various types of people.
Online shopping
Stores include (Starting with Mumbai)
Instead of a questionnaire there will be consultants
Gift products – personalized, DIY, ready to
gift, handmade cards/gifts, etc.
4. Age structure
0-14 years: 29.7% (male 187,450,635/female 165,415,758)
15-64 years: 64.9% (male 398,757,331/female 372,719,379)
65 years and over: 5.5% (male 30,831,190/female
33,998,613) (2011 est.)
urban population: 30% of total population (2010)
rate of urbanization: 2.4% annual rate of change
(2010-15 est.)
Source: http://www.indexmundi.com/india/demographics_profile.html
5. Total Metropolitan Area Population of Mumbai in 2012 20,500,000
Metropolitan city 2012 13,000,000
Population of Mumbai Metropolitan city 2011 12,478,447
Metro (2011) 18,414,288
Total Male Population (2011) 6736815
Total Female Population (2011) 5741632
Population in 2009 13,922,125
Rank 1st
Source: http://www.indiaonlinepages.com/population/mumbai-population.html
6. Market Trends:
Brand equity/recognition is powerful within the
industry as many customers choose their gifts
from popular, well-known companies, such as The
Archies Gallery.
Small vendors or stores are restricted in growth
unless they have a tie-up with a bigger company
or open under a bigger store.
7. Direct competitors Indirect competitors
Gift stores like Archies, etc Stores and websites of the
Online stores like
Products
archiesonline.com, giftsatclick manufacturers/retailers.
.com, indiangiftsportal.com, e
tc. Florists, Chocolate Shops, etc.
Chain gift shops: Popularity and
customer loyalty to these stores
Local Gift shops: Strong hold on
the consumer market at a local
level
8. Strengths –
Possibility of starting chain stores in the next 5years.
Customer Service.
Store manufactured gifts – availability high.
Flexibility.
Competitive or superior product offerings.
Weaknesses –
Control start-up expenses
As a home-based start-up, if sales really spike it might be difficult to
fulfill a large increase in orders.(This can also be a strength)
A limited marketing budget to generate awareness.
A limited number of hours a day limits time that can be spent on
sales/business development relative to order fulfillment.
14. Segmenting:
Behavioural – Benefit expectation – Convenience based on
research on the individual’s personality and choosing the
right gift for them
Educated i.e. High school, graduates/post-
graduates, professionals, etc.
Income group – SEC A1, A2, B1 and B2.
Individuals between the age of 18-40 yrs, who believe that
gifting has a certain addition to their status
15. Targeting
Individuals who are gift conscious for their status
(status-wise, quality-wise – this is a variable factor)
Local people, tourists, vacationers who want to
“gift”.
16. Positioning
For Individuals who are gift conscious our Gift
Store offers not only gifts that can be customized
as per preference but also provide the necessary
help required in choosing the RIGHT gift for the
RIGHT person in CONVENIENT and EASY to
access setting of a store.
17.
18. Product/Service:
Products and Services offered by the Gift Store:
▪ Products – DIY kits of all sorts
▪ For example, a scrapbook kit. The kit will include handmade paper of
different kinds and add on decorations like paper
flowers, leaves, glitter etc. These kits will be put together by kids or
people from certain NGO’s to whom 60% of the income from the sale
of these kits will be given.
▪ Services – full consultation for gifting process
▪ For example, if a customer needs help with deciding what gift her
best friend who will turn 21 and has everything she needs and wants.
The consultant will help the customer by asking questions that will
determine the nature of the person in case the customer is not able
to define her nature and accordingly help choose the best gift from
the list that comes up.
19. Price
Price of DIY Hobby mechanical toys cost in the
range of Rs. 159 -795
Comparatively our products will cost in a lower
range to penetrate the market. So if the DIY
mechanical toy kit is give under a contract
manufacturer then it will be priced at a range
between Rs. 99 – 999 depending on the difficulty
level
20. Place – Distribution
Since the gift store is in it’s introductory stage
distribution will be direct in case of the physical
presence of the store.
Also the website will provide distribution in the major
cities by the 5th month of the store’s opening.
Distribution will be direct due to the availability of the
manufacturing and postal expenses.
21. Promotion
The gift store will rely mainly on Sales Promotions
in it’s introductory stage.
Advertising in local newspapers of Mumbai will
take place towards the second quarter of the
stores operation in the first year.
