This document provides a situational analysis, PEST analysis, SWOT analysis, competitive analysis, and marketing plan for a new wedding planning startup in Coimbatore, Tamil Nadu. The key points are: 1) The wedding planning market in Tamil Nadu is large and growing, with rising incomes and emphasis on elaborate weddings. The startup aims to provide high-quality, hassle-free wedding services. 2) Competitive research identified 73 existing players and strengths like experience but also weaknesses as a new entrant. 3) The marketing plan includes print, TV, social media, and event promotions with a budget of over 8 lakh rupees in the first year to target

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.

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

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.

9. OUR BRAND PERSONALITY
Brand
Personali
ty
Happines
s
Joy
Exciteme
nt
Traditionally
modern
Hassle
free
Dependabilit
y

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.

19. THANK YOU