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Integrated Marketing Communications- Wedding Planning Industry
1.
2. SITUATIONAL ANALYSIS
Customer
Company
Competitors
• 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 pri
• High motivation towards the auspicious once in a life ti
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.
3. PEST ANALYSIS
Political:
Favorable tax policies.
Boon for startup
SMILE 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
4. 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
5. COMPETITIVE ANALYSIS
Competitor Product/S
ervice
Price
Locatio
n
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
up
Aggressive team
Pumping adrenaline
Great new
decorations
Constrained to doing
only few services.
Outperform with bigger
and innovative plans.
Have a eye for detailing
Social media marketing
Rely on WOM
Lime light
event pro
• Wedding
• Backdrops
• Corporate
events
• Decoratives
• Pro audio
and lighting
• Birthday
parties
• etc
g.p
signal,new
siddhapudu
r,
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.
6. 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.
8. 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.
10. 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.
11. 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 TV 06-09-15 Sunday 7:59 8:30 Kalyanamaalai 31 470 2.03 4.33 2.09 14.46
12. 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
13. 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.
14. 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.