Wedding Planners Final Draft

Contents
1
1. SITUATION ANALYSIS .......................................................................................... 4
1.1 MARKET CHARACTERISTSICS & TRENDS .......................................................... 4
Market size ..................................................................................................... 4
History ............................................................................................................ 4
Market Stage .................................................................................................. 4
Market Needs ................................................................................................. 4
Market potential ............................................................................................ 5
Demand Cycle................................................................................................. 5
1.3 COMPETITIVE ANALYSIS ................................................................................. 5
1.3.1 COMPETITIVE LANDSCAPE ......................................................................... 5
Key Players ..................................................................................................... 5
Key Players Vs The Company .......................................................................... 6
1.4 INDUSTRY ANALYSIS....................................................................................... 7
1.4.1 INDUSTRY SIZE ........................................................................................... 7
1.4.2 WEDDING PLANNERS AND INDUSTRY COMPETITORS................................ 8
Hotels and Other Banquet Halls ................................................................. 8
Competitors: The Other Wedding Planners ................................................ 9
Employees or Persons Wishing To Do It Themselves .................................. 9
1.5 SWOT ANALYSIS ............................................................................................. 10
2. MARKETING OBJECTIVES ...................................................................................... 11
Short Term Objectives .......................................................................................... 11
Long Term Objectives (3 To 5 Years) .................................................................... 11
3. MARKET SEGMENTATION .................................................................................... 12
SutraDhar – The Wedding Planners Page 1

MARKET SEGMENTATION STRATEGY ................................................................... 12
4. TARGET MARKET .................................................................................................. 12
Demographics .................................................................................................. 13
Pyshographics .................................................................................................. 14
5. PRODUCT DEVELOMENT .................................................................................. 15
5.1 CUSTERIZATION .......................................................................................... 18
6. POSITIONING ........................................................................................................ 18
6.1. POINT-OF-DIFFERENCE .................................................................................. 19
6.1.1. MARKETING OUR POD ............................................................................ 19
Promoting the experience of our team..................................................... 19
Testimonials ............................................................................................. 20
6.2. E-ADVERTISING................................................................................................. 20
INTERNET: AN EFFECTIVE MEDIA ......................................................................... 20
6.2.1. TACTICS USED ............................................................................................. 21
Personalized Website for our service ............................................................... 21
Content Advertising.......................................................................................... 21
Link Advertising ................................................................................................ 22
Viral Advertising ............................................................................................... 22
E-mail messages to spark emotions and actions............................................... 23
Auto Responders to build relationships and extend offers ............................... 23
A potential customer list with joint ventures, affiliates, and social media ........ 23
6.2.3 POSITIONING THEORIES AND E-ADVERTISING ............................................. 23
6.2.4. PROS & CONS OF E-ADVERTISING............................................................... 24
6.3. GUERRILA MARKETING ...................................................................................... 25
6.3.1. TACTICS USED ............................................................................................. 25
Viral Marketing................................................................................................. 25

Presence Marketing ......................................................................................... 26
Grassroots Marketing ....................................................................................... 26
Wild Postings .................................................................................................... 27
Undercover Marketing ..................................................................................... 27
Experiential Marketing ..................................................................................... 27
6.3.2. POSITIONING THEORIES AND GUERRILLA MARKETING............................... 28
7. DIFFERENTIATION STRATEGIES............................................................................. 29
7.1. PRODUCT DIFFERENTIATION ..................................................................... 29
Saree Draping ........................................................................................... 29
Memory on net......................................................................................... 30
Mehandi Moments ................................................................................... 31
Gift Wrapping ........................................................................................... 31
Wedding Anniversary Celebration ............................................................ 32
Theme weddings ...................................................................................... 32
7.2. PERSONNEL DIFFERENTIATION .................................................................. 33
7.3. CHANNEL DIFFERENTIATION...................................................................... 33
7.4. IMAGE DIFFERENTIATION .......................................................................... 33

1. SITUATION ANALYSIS
1.1 MARKET CHARACTERISTSICS & TRENDS
Market size
Indian weddings are getting bigger and better. The expanding wedding market in
India is pegged at Rs. 50,000 crore by industry sources and is growing annually by 25
– 30 %.
History
The grandeur and charisma of Indian weddings has enticed and enraptured many.
The portrayal of the warmth, fun and frolic of the Indian wedding owes a lot to
Bollywood.
Market Stage
It’s is a new market. It is a latest trend to hire wedding party coordinators to take
care of the entire wedding event.
Market Needs
The market needs for wedding planning services are strongly shaped by the
customers' desire to have a perfectly planned and executed wedding ceremony.
Although major customer segments, brides and grooms and family members, plan
and budget for the wedding ceremony as far as a year or more in advance, they
often realize that they cannot make all the necessary preparations by themselves in
a cost effective manner. Strongly affected by the established social values, such
customers seek professional advice to ensure that all the important aspects of the
wedding ceremony meet or exceed perceived expectations.

Market potential
The wedding scenario in India is more than just getting married. The exotic
destinations, like palaces in Rajasthan and the successful usage of these palces in
the form of Imaginative theme weddings by Laxmi Mittal and Raveena Tandon have
set up a world stage for Indian Weddings.
India’s burgeoning middle class - now 300 million strong - are turning weddings into
showcases of their growing disposable incomes and newfound appetites for the
goodies of the global marketplace. The change is visible in the middle class who
want the flavor and ambience of elite weddings. Seeing the world around they too
are spending and want the best available. It sort of coincided with the rise in
disposable incomes of the rich and upper middle Indian class and over the years
weddings have become aspirational. “Your wedding should be better than your
neighbor’s”.
Demand Cycle
February to May are the most popular months for weddings. February 15 is
considered to be the most auspicious day for weddings and is a jam packed day for
weddings.
1.3 COMPETITIVE ANALYSIS

1.3.1 COMPETITIVE LANDSCAPE
The level of competition in the industry is essentially moderate. The market
saturation has not yet occurred, nor is there any sort of monopoly. This oligopoly
market does not come under the BLUE OCEAN strategy, but is mid way between
Blue-Ocean and Red-Ocean strategy.
Key Players
The wedding planning business, though not a fully established business is catching
up pace fast. The very mention of wedding planners in the popular search engine,
results in lists of online Wedding Planner services, and numerous other wedding
related services. Some of the key players with the Indian

Key Players Vs The Company
Product/ Service Location Aggressiveness Threat

Description Level
Wedding Orientations Goa Based

Entertainment
Bridal Trousseaus Medium Low
Photography/Video
Invitation & Printing
Honeymoon Mgmt
Location Scouting
Honeymoon Mgmt
Wedding Orientations India Medium Medium
Theme Wedding
Wedding Ensembles

Wedding
Arrangements
Royal Weddings
Beach Weddings India High
Invitation Cards
Wedding
Entertainment
Expert Advice
Event Planners
One-stop wedding
shop
Matrimony services.
High High
1.4 INDUSTRY ANALYSIS

Wedding planners belong to event management industry which is growing at a fast
and steady rate. While this industry is still evolving, Indian event managers and
wedding planners have clearly demonstrated their capabilities in successfully
managing several big fat weddings and mega national and international events over
the past few years. In fact, event managers and wedding planners are also
developing properties around events. With rising incomes, people are also spending
more on wedding, parties and other personal functions. However, issues like high
entertainment taxes in certain states, lack of world-class infrastructure and the
unorganized nature of most event management companies, continue to somewhat
check the potential growth in this segment of the industry.
1.4.1 INDUSTRY SIZE

The size of the organized live entertainment business is currently estimated to be
around INR 9.4 billion having grown by around 17% from the previous year. It is
estimated that the industry will grow at a CAGR of around 19% over the next five
years to approximately INR 22 billion by 2011. This growth is on mainly on account

of increased marketing budgets, and an increased focus on the importance of live
entertainment, as part of the promotional spends of corporate.
Projected Estimates of the Event Management Industry in India

Source: FICCI Report 2007
1.4.2 WEDDING PLANNERS AND INDUSTRY

COMPETITORS
Occasions are in a unique position of competition. Marriage planners compete
against hotels with banquet facilities, other event planners both on the large and
small scale, persons within an organization who are assigned the task of organizing
an event, and people who wish to organize their own events without the benefit of
assistance. The benefits and drawbacks of each of our competitors, as compared
with the services we offer, are hardly a match in quality and price.
Hotels and Other Banquet Halls
Strengths: On-site facilities, equipment, and support staff. Ability to

transport and house persons for overnight stays. Able to internalize costs
of transportation and equipment.
Weakness: Often very expensive, impersonal, rely on unskilled labor for

support staff. The error rate is high due to high volume and traffic from
other events happening at the same time.

Competitors: The Other Wedding Planners
Strengths: Have been in the market longer, have an established

reputation and client base.
Weakness: No systems-based businesses designed to produce consistent

results, do not have the supporting products to market with, or instead
of, wedding planning services.
Employees or Persons Wishing To Do It Themselves
Strengths: Internalized cost of planning the event; able to add tiny

personalized touches that have meaning within the group or family.
Weakness: Consumes time that could be spent on other things; may not
have access to the best prices, services, and other needed resources
available.

1.5 SWOT ANALYSIS
STRENGTH WEAKNESS
Strong potential of Seasonal demand
customer base Less Experience in the
Strong Funding business
Less Investments Largely unorganized market
Huge Profit Margin
Excellent
communication system
Proper and systematic
advertisement
Good social contacts
OPPORTUNITIES THREATS
Change in social Increasing competition
environment o Moving from blue ocean
Improving business strategy to a red ocean
one
Increasing influence of
regional and small local
players in the industry

2. MARKETING OBJECTIVES
For every business it is utmost important to identify its short term and long term
goals. Defining these short and long term goals definitely helps the company to plan
better for future and also it’s a benchmark against which every achievement can be
measured. Likewise our company has also indentified short term and long term
goals, which are
Short Term Objectives

Increase brand awareness: hiring a wedding planner is still a new concept in
India and our company is providing such services which are new to the
industry also. So increasing brand awareness is very important for us. With
the marketing strategies being applied and aggressive marketing that we are
going for, we expect the brand awareness to increase by 20% to 55% in next
one to one and a half year.
We intend to extend the reach of communications to up to 85% of target
customers (upper upper and upper class) for each campaign.
Our market share should reach up to 35% by the end of first year.
Wedding being a very special occasion, a customer expects a lot out of a
wedding planner. For us customer satisfaction is very important because we
are banking upon word of mouth. So we intend to have high level of customer
satisfaction in 90% of our customers.
Long Term Objectives (3 To 5 Years)

Become the number one brand in next four years.
Reach the potential segment (Indian middle class and foreign clients) and
share of sales from this segment should be high.
Secure profitable partnership with all our major business service providers
like caterers, hotels and other venue providers, designers, jewelers,
photographers etc.

3. MARKET SEGMENTATION
MARKET SEGMENTATION STRATEGY
Recognizing the segment is the first step that has to be done is to in order to
develop a marketing plan. Well even we have done the same.
Ours will be a FLEXIBLE MARKET OFFERING. There will be some basic services like
provision of venue, arrangement of caterers, invitation cards, etc. this will be NAKED
SOLUTION that will be containing the service elements that will be common to all
the segments identified. But then there will be DISCRETIONARY OPTIONS available
for some customers (segments) as per their choice. For e.g. arrangement of
bachelor’s party, honeymoon planning, arrangement of cars for traveling, grooming
not only the bride and groom but also the close family members, dance troops for
lady sangeet, etc. These are such services that may or may not be demanded by our
customers as they might like to arrange them on their own. Of course these options
will have additional charges.
(We will be offering different packages for different groups recognized on the basis
of religion. Like packages for Muslim weddings will be quite different from the
package provided for Christian or Bengali wedding. Here by if we carve up the
market in terms of preference, our segment will be clustered segment, where
market reveals distinct preference clusters.)
4. TARGET MARKET
Being the first year of our business, our head offices will be in two main cities, DELHI
and MUMBAI. We have chosen these two cities keeping in mind our TARGET
SEGMENT. Well for the time being we have classified our segment according to
income. The four segment indentified are
Upper upper class
Upper class
Upper middle class

Our target segment for the time being are the customers whose budget for the
wedding is Rs 50 lakh and above.
The reason that being, because these people will be ready to shell out more money
for grandeur and for a magnificent wedding. This explains our choice of city for our
head offices. Delhi and Mumbai, both are metro cities and rich people. Because of
the lifestyle they have, customers there are more open to new ideas. Also these two
cities have lot of professionals who are so busy in life that they would need wedding
planners for the arrangements. As we are catering to all religions, Delhi and Mumbai
are cities which have the best mixture of all the cultures living together.
Also there is easy availability of business partners like designers, caterers, grand
hotels, best beauticians etc ads to the reason for selecting these cities.
Now if we analyze our cities where our target segment is according to BBDO Guide
to Urban Market, then we have:
Number of consumers: densely populated cities, so maximum number of

consumers.
Awareness level : High
Availability of Marketing Support Infrastructure : Excellent.
But again our segmentation is multi-segmentation. As mentioned earlier also, we

will be providing services to all religions. India being a country with diverse cultures
and religions, in order to get the maximum share in the consumer market it is
indeed very important to cater to all possible religions we can.
Below is the profile of the target market:
Demographics
AGE- Targeting consumers of the age group 21 and above. Apart from the marketing
campaign which will be approaching to all, we will be also having special campaigns
for young people (looking for different wedding) and old people. ( see product
development and differentiation).

LIFE STAGE- We will be targeting people who are themselves planning to get
married , those who are planning for their children’s wedding and also those who
are wanting to celebrate their 25 or 50 years of wedding anniversaries.
GENDER- Our target segment is both men and women.
INCOME- As mentioned above segmentation on income is our major basis of

segmentation. People in India are very well experienced in arranging weddings. It’s
the occasion they enjoy and cherish the most. Hiring a wedding planner requires to
shell out extra money from their pocket. So we will b targeting only those people
whose wedding budget is above Rs 50 lakhs.
RELIGION: We will be providing services to the following religion: Bengali, Hindu,

Muslim, Sikh, Gujarati, Punjabi and Oriya.
Pyshographics
LIFESTYLE: lifestyle of our target segment will be quite lavish. They would believe in
maintaining status and would want class-apart services.
VALS FRAMEWORK: According to the VALS framework our we can describe

tendencies of our segment as:
Achievers: These are the people who are successful and career and family oriented.
They favor premium products that demonstrate their success to their peers.
Experiencers: These are young , enthusiastic people who seek variety and
excitement. They can spend high proportion of their income on fashion,
entertainment and socializing.
Strivers: These are trendy and fun-loving people who are resource constrained but
favor stylish products that emulate the purchases of those with greater material
wealth. These kind of customers will be found in upper middle class and middle
class. We are offering different customized products that will help them to be in
their decided budget but sidewise they can avail our services.

5. PRODUCT
PRODUCT DEVELOMENT
The current wedding scenario in India, wedding has become a glamorous affair with
grand budgets and picturesque wedding venues. Everyone aspires to make their
wedding a living legend and our wedding planner helps the couples providing all the
necessary assistance for materializing their dream wedding in India. Here at
SutraDhar we will provide the most over-whelming hospitality and assistance to its
clientele as they plan their dream wedding in India.
It is a team of efficient, trained and dedicated professionals who work most

meticulously to make our clients wedding a success. Our wedding planner will keep
inventing new ways and ideas for providing a unique wedding experience to all our
clients giving foremost importance to their inputs and desires. One can choose
either between a beach, adventure, palace wedding or suggest a unique theme and
our team will take care of all the ingredients making our clients wedding the most
cherished memory for life. The wedding services provided by SutraDhar are:
Wedding Venues: the selection of a perfect venue for dream wedding ranks
foremost in the scheme of things while planning a wedding. The wedding venue is
one of the most significant factors of a wedding as it provides the base for an
authentic theme wedding. The few important points to be kept in mind during
selection of venue are: budget of the client, feasibility of guests to reach venue,
security availability, parking spaces and theme of the wedding. The various choices
that we provide for selection of venue is scenic environs of Kerala, royal settings of
Rajasthan or picturesque beaches of Goa, marriage halls , farm houses etc.
Wedding Trousseau: Whether our client would want a traditional trousseau or a

simple and casual one with a Western formal look our team with the help of
professional designers shall provide the finest wedding dress.
Wedding Calendar: our wedding calendar shall provide all the important
information for our clients wedding in advance. The wedding calendar will provide
the aspiring couple all the necessary information for planning their wedding just the
way they desire.

Wedding Theme: weddings with a theme are the most modern way of celebrating
the illustrious event. According to our clients interest and liking a perfect theme
shall be selected after consulting the couple. Themes like royal theme wedding,
fairytale theme or any color specific theme shall give a unique approach to the
wedding.
Accommodation: SutraDhar will find all our client’s answers regarding

accommodation needs with a choice of 5 star hotels to other humble lodgings.
Transportation: SutraDhar will arrange all transportation, right from receiving

guests from the airport, all transport required during the stay; everything will be
taken care of. For those looking for royal rides for their grand entrance our team
shall provide Limousine, this vehicle signifies aristocracy, nobility. We at sutradhar
will arrange it for clients, the same with floral decoration.
Wedding Priest: Priest or Pastor is an integral part of every wedding. For Hindu
wedding, the wedding priest has to be a Brahmin, for Christian it has to be a Catholic
hence, we at SutraDhar arrange priest for those looking forward to a traditional
Indian wedding.
Catering: we will arrange a variety of sumptuous delicacies as exotic menus for the
guests with a blend of Indian and foreign cuisines. To have a slap-up meal one needs
a wonderful menu. And soon the client decides the menu the job surpasses to the
caterers. The menu shall be decided according to your preference and budget. As
per clients selection a menu shall be placed for the guests. The caterers shall
provide vegetarian and non- vegetarian cuisines.
Floral and Light Décor : Fresh flowers like roses, orchid, marigold, gerberas, etc. can
augment the overall appearance of the traditional and ethnic look and we will do all
these with client’s consent.
We believe that lighting if used artistically can amplify and emphasize each and
every element of décor and take it to a completely different level. So we will always
try to arrange it differently.
Video and Still Photography: We will appoint a photographer and professionals for
video coverage for capturing the propitious moments of our clients life on tape.

Cultural Programmes: Song and dance is an integral part of all marriages, without
which it seems incomplete. we will arrange native/folk dancers to perform in the
weddings.
Since we are the service providers providing intangible products, we will have to
take care of customer expectation and see that our delivery exceeds their
expectations.
There will be some seasons during a year which will be peak time for us. The
clientele will definitely increase during those seasons. So in order to offload during
the peak season, some schemes will be introduced to incite our clients to book our
services beforehand (say during off season). Some of the basic schemes would be
like:
Clients, who book our services 5 months before their wedding, would be given some
extra discount (depending on their budget). Also clients will be motivated to book
before hand by advertising. They will be informed that if they do so, they would be
able to save a lot on venue and caterer charges.
Clients who book our services 4 month before their wedding would not be charged
various consultancy and booking fees like booking of venue, booking of tickets,
rental cars, beauty consultation etc.
Clients who would approach us just before a month of their wedding would be dealt
in a special way. In the sense that, it would depend on the demand of our services,
that if we would not be able to provide them with full services, we would try to
provide them just with consultancy. Likewise we can take care that none of our
client doesn’t get disappointed.
Special measures will be taken during the peak season. Like hiring part time
employees just to meet the demand. Although special care will be taken to train
these employees also, but hiring them just during the peak season would reduce our
cost and increase profitability.

5.1 CUSTERIZATION
Although we will be providing basic packages for wedding according to the budget
of our client. But taking into consideration different clients would have different
requirements. For example a particular client would not want the venue to be very
expensive like that in a palace or so, but would want food of great quality. So here
instead of going for the fixed packages customers can also go for customized
offerings. These will be a special feature of our website where a customer can select
different choices for the services and side wise the pricing will also be visible. For
the convenience of our customers our employees will also give them a brochure in
the very first meeting, so that they can have full knowledge about the variety of the
services we offer to them.
Our offerings will be very flexible and customer will be very free to customize their
wedding as much as they want to.
6. POSITIONING
Positioning is the act of designing the company’s offerings and image to occupy a
distinctive place in the mind of the target market. The goal is to locate the brand in
the minds of the consumers to maximize the potential benefits to the firm. The
result of positioning is the successful creation of a customer-focused value
proposition, a cogent reason why the target market should buy the product.
COMPANY: SutraDhar - The Wedding Planners
TARGET CUSTOMERS: Niche Segment
(Upper class/ Upper Middle Class/Upper Upper Class)
BENEFITS: Effective delivery with credibility
PRICE: 10% Premium
VALUE PROPOSITION:-

One Stop Shop for Weddings, where customer demand details are the priority,
followed by quick service delivery. Credibility in the delivery of our services in our
USP (Unique Selling Proposition)
6.1. POINT-OF-DIFFERENCE
SutraDhar can provide you everything that a conventional wedding

planner can
However
Our main point of difference is that our BACK END SYSTEM which is far
more superior.
Jobs that usually take weeks, we make sure they are completed in half
the time and efficiently, hence an edge above the rest.
6.1.1. MARKETING OUR POD

We believe marketing our point of difference is all about communicating. The more
frequently we communicate our point-of-difference the more consistently will we
be able to deliver our services and more customers will understand us and cease
going in for other quotations.
The strategies adopted for marketing our POD are
Promoting the experience of our team

This is done by a photographic display of the staff head & shoulders with the past
work experience or the particular specialties that they have in they have in the field
of Wedding Planning. This is done on the website, the printed brouchers and with
quotes, tender & submitting for the new customer and new business.

Testimonials
This is done to communicate to existing customers what our existent clientele has to
speak about their experiences with our services. They will be displayed on the
website and put in emails. This gives the prospects a sense of confidence in the
credibility of our services and also give the people the confidence that we are
continuously delivering our POD.
6.2. E-ADVERTISING
“If you have to master the future, you have to invent it”
Peter Drucker
Amid various media of advertising, the Internet is growing magnitude day by day.
Internet advertising encompasses the advantage of both the print and the visual
media. The internet definitely has an edge above the other marketing strategies.
Globalization and liberalization can be even more consequential with the help of the
internet. It is the first really democratic medium of two-way communication
between the advertiser and the consumer. The internet is the medium of the future
and will leave all other media behind.
INTERNET: AN EFFECTIVE MEDIA

The internet can be an effective media of advertising to slot in what is required in
the various behavioral stages.
Corporate 50%
Through Cyber Cafes 30%
Home Users 20%

GLOBAL INTERNET AD SPEND TREND
Internet AD Spend Total AD Spend Online media today

8% accounts for 8% of global
ad spend. In the coming
years it is expected to
touch about 25%.
92%
In India, the online spends is currently less than 2% of the total ad spend but the
expectation is that it will be 8-10 % by 2010. The number of net users in India will
exceed most Asian countries (except China) in the near future.
6.2.1. TACTICS USED

Personalized Website for our service
To provide our services on a global level we provide a website.
Content Advertising
The information about our services are placed at the possible spaces available on
the net. Some of the strategies to be adopted are mentioned as follows. Content
advertising is basically to draw maximum traffic. This traffic is either from the
websites where the content is posted or through the search engine. The final
objective is to get a high hit rate and a high ranking in the search engines. A careful
keyword research and search engine optimization techniques are to be looked after.
- Articles about the service to be posted on various Article Directories

Ezinearticles.com, ArticleBiz.com
- Posting articles to Squidoo, Hubpages or Blogger
- Blog Posting

- Press release
- Paid reviews at other people’s website
- Yahoo answers
- Social bookmarking at Digg, Propeller etc
- Post videos in video sites
- Posting comments in forums
Pros: A large customer base covered in a cost effective manner.
Cons: The time to tap the customer is very less, in seconds.
Link Advertising
A short link with descriptions is used to lure visitors directly to the website.
- PPC advertising
- LeadsLeap advertising
- Classified advertising
- Submission to directories
- Link exchange partnership
- Banner advertising (image version of link advertising)
- Craigslist advertising
- Email signature
Pros: A large customer base covered in a cost effective manner.
Cons: The time to tap the customer is very less, in seconds.
Viral Advertising
Parallel to the word of mouth advertising in the offline world, is the viral
advertising in the online world. The idea is to encourage created traffic to
bring more traffic to the website.
- Place a “Tell-a-friend” script on your website

- Distribute viral screensaver, software or eBooks

E-mail messages to spark emotions and actions
Ours is a service catering emotions. And it’s emotions that move people to action –
and action is what is needed. Since the time to grab the customer attention is very
less in case of Internet Advertising, the subject line of the e-mail has to be catchy.
The best way to start doing this is by having a catchy subject line for the e-mail.
The proposed subject line for the e-mail:-
ONE STOP SHOP FOR ALL YOU WEDDING NEEDS
Auto Responders to build relationships and extend offers

Auto Responders are pre-written e-mails triggered by a specific event, such as an
order being placed. They are a way to build relationships with customers, follow up
orders, and keep the users updated with the future upcoming services and facilities.
A potential customer list with joint ventures, affiliates, and

social media
The joint venture or partners in our case are the various Matrimony services,
Trousseau dressers, Florists, etc, to have a database of suspectcs and prospects.
6.2.3 POSITIONING THEORIES AND E-

ADVERTISING
INTERNET ADVERTISING
Positioning by Use Internet advertising can logically justify the occasion or
time of use of our service. The personalized website
being provided, gives the ease of being accessed 24*7
Positioning by Price Internet advertising helps in cutting down the costs and
and Quality ensures Price and Quality positioning, which is the need
of the hour in a developing economy like India.
Positioning By Receive Internet advertising, in this method of positioning allows
& Alter information the users to receive and alter information, and even
and images gather information in a price effective manner. The
website being offered by our company is one of the best
examples to exemplify this point.

Users of the website can load their information,
Positioning by Product Internet advertising successfully positions itself according
User to psychographics or behavioral aspects. The interactive
capability of the internet makes this happen.
Positioning by USP Internet advertising contributes immensely to position a
brand attribute not been used by a competitor and tour
it as the best. Such a tactics can be extremely beneficial
in the clustered advertising scene.
Positioning by Brand Internet advertising is extremely helpful in positioning by
Endorsement corporate identity. The company’s credentials can be
portrayed through Internet Advertisements, which offer
strong positioning. It can also be in line extensions and
brand extensions.
Positioning by Product Internet advertising can clearly set our brand out apart
Attributes & Benefits from competitors based on specific brand attributes or
the benefits offered. Perceived positions of products
along differential dimensions can be shown. Interactive
capability of the media facilitates the participation of the
target group as they can rank the brand, which they feel
are the best along each dimension.
6.2.4. PROS & CONS OF E-ADVERTISING

Pros:-
Greater value delivered to the customers.

Shimmering multimedia provides a surefire way to hold customers’ attention.
The Net is a bustle free medium, hence the prospects can experience only one
solitary piece of communication at one time.
Helps in shaping brand identity through judicious positioning of picture links,
text links and video links.
Interactive mode of positioning.
Performance Measurability: the hits can be monitored constantly.

Cons:-
Very less time, just seconds to capture the consumer interest.

This sort of advertising to position depends totally on the degree of
innovativeness with which the discussed strategies are practiced.
The prevalence and popularity of e-advertising in India, is not satisfactory
enough. Just 2% of the total AD spends. This sort of advertising is famous
with corporate, MNC working class people, in short, people who are always
on the run.
6.3. GUERRILA MARKETING
Guerrilla marketing is the marketing of a product in the most unlikely of places, and
the main advantage of guerrilla marketing is that it is unexpected. It catches the
prospects and suspects off-guard and causes emotional response - laughter, shock
or sadness are great sellers.
6.3.1. TACTICS USED

Viral Marketing
A successful viral campaign uses existing communication networks (you tell two
friends, they each tell two friends, and so on). The biggest advantage of this type of
marketing is that it does not require much in terms of resources, and has the
potential to be unstoppable. All what is needed is that the services be delivered
with the utmost perfection. Indian Weddings are a carnival, with family members,
friends, friends’ friends pouring in, and probably are the best places for any sort of
advertising. Where on one side, the probable customer base to be our Word of
Mouth carriers is ample; this can be a disadvantage also, in case there the services
are not delivered aptly. This is the first type of marketing which we intend to apply,
to position ourselves as the most credible and fast wedding service providers.

Presence Marketing
It’s about making the business name recognizable and familiar and get into the
minds of the customers that “We are always there”.
This is achieved through:-
Placement of our service advertisement in movies and TV shows. Elucidating more

on this point, positioning of our wedding services can be very feasibly done in
collaboration with Bollywood movies. And same goes with TV serials also. Looking
at the current trend in the Indian movies and TV serials, the presence of a marriage
has sort of become mandatory. We intend to grab this opportunity, to position
ourselves as credible wedding service providers.
Stalls at local festivals and markets.

Taking our services on an international scale, we intend to position ourselves in
magazines like “BRIDAL ASIA” and even at the yearly event held with the same
name.
The e-Advertising discussed earlier, explains the tactics for positioning to be applied
for presence marketing of the internet.
Presence marketing delivers an excellent return on investment. All we really have to

do is be visible.
Grassroots Marketing
Is gaining popularity like - well, like a grass fire. A grassroots campaign can take on
many forms, but for the most part it is about winning customers one-by-one rather
than on a very large scale. In simple words adopting a customer oriented approach,
and keeping the customer demand as the top most preference. By doing so, one
thing is for sure, A SATISFIED CUSTOMER, who can be a second time buyer and can
attract many more customers.
Our strategy for a successful grassroots campaign is all about building

relationships and emphasizing the personal connection, not about broadcasting or
boasting about our services and hoping that somebody is listening.

Wild Postings
Have you ever walked down a city street and seen a wall plastered with multiple
copies of a poster for a movie, concert, or alcoholic beverage? Those would be wild
postings, and parts of their effectiveness lies in the way that they can make us
believe we’re witnessing something momentous. This may seem old-fashioned, but
they are still wildly popular with Indian bands. Since ours is a niche market service
provider, having wild postings around movie theatres and very general public
places, can be a little hampering for our image. Now this does not mean that we are
going to leave such places untapped. Again our POD of “services delivered with
credibility and an edge above the others” gets delivered over here. We will
strategically position our billboards in such place. Needless to say, the billboards are
going to innovative, creative and live up to the niche market image of our services.
Undercover Marketing
Also known as buzz marketing, is said to be one of the more devious ways of
marketing to the masses. Undercover marketing/buzz marketing is all about selling
something to someone who has no idea they’ve just witnessed a sales pitch. For
example the, paid up online surveys, whereby a person is paid to give reviews. The
person does the job for money, but the service or product for which he/she has
taken the survey, unknowingly gets registered in his mind. We intend to put into
practice this sort of positioning strategy, once our services are in the market. Such
surveys can be conducted in crowded places. Our first choice to start with this sort
of positioning strategy is Shopping Malls.
Experiential Marketing
This is increasingly being embraced by all types of companies and brands today. By
Experiential Marketing the suspects and the prospects interact with the product and
associate their immediate emotional responses with that brand.
This is one of the marketing strategies, to tap the emotions of the suspects and the
prospects. Our strategies to implement this sort of marketing are by giving the
prospects and suspects, a free trial of our services. For example, a free trial of the
unique saree draping service can be provided.

Experiential marketing aims to give the consumers an experience rather than send a
one-way message.
6.3.2. POSITIONING THEORIES AND GUERRILLA

MARKETING
GUERRILA MARKETING
Positioning by Use Guerrilla advertising can logically justify the
occasion or time of use of our service.
Positioning by Guerrilla Adverting helps in cutting down the
Price and Quality costs of advertising and ensures Price and Quality
positioning, which is the need of the hour in a
developing economy like India.
Positioning by Guerrilla Advertising successfully positions itself
Product User according to psychographics or behavioral
aspects. The marketers are well versed in the
principles of human psychology and this is driving
force of Guerrilla Advertising.
Positioning by USP Guerrilla Advertising contributes immensely to
position a brand attribute not been used by a
competitor and tour it as the best. Such a tactics
is extremely beneficial in the clustered advertising
scene and giving us an edge above the rest.
Positioning by Guerrilla Advertising is extremely helpful in
Brand positioning by corporate identity. The company’s
Endorsement credentials can be portrayed through the
randomly placed advertisements, which offer
strong positioning. It can also be in line extensions
and brand extensions.
Positioning by Guerrilla Advertising can clearly set our brand out
Product Attributes apart from competitors based on specific brand
& Benefits attributes or the benefits offered. Perceived
positions of products along differential
dimensions can be shown. Interactive capability

of the media facilitates the participation of the
target group as they can rank the brand, which
they feel are the best along each dimension.
7. DIFFERENTIATION STRATEGIES
7.1. PRODUCT DIFFERENTIATION
It is very important for any new entrant or even for an existing product to cater such
services to the customers that are not catered by its competitors. Our creative
teams at SUTRADHAR will continuously work to evolve our services in a such a way
that we always stay number one in the market and be in the best in customer
satisfaction. Some of the different product services that we will be providing to our
customers will be :
Saree Draping
The Indian wedding is a fashionable affair, with three days of catwalk. And the saree
symbolizes the Indian attire. The beauty of the saree is enhanced by the way it is
draped. We plan to give our customers a unique experience to experience the saree
in an all together different way, and be trendy yet ethnic. To provide this creative
quotient we have professionals rolling on from the country. But we have special tie-
up with famous designers and specialists to offer this service. Our team can drape
saaree in more than 125 ways. They have the art to drape three sarees together and
sill make bride look slim and beautiful. An example of our team’s work is shown
below.

We will help the brides to drape their sarees at their own venues. Everything
required for the saree drapping will be taken by our team like extra duppatas,
broaches etc.
Memory on net
we will be providing our clients with a special service that they can have there own
URL on our website-www.sutradhar.com. our technical team will help our clients to
design the webpage for them. Some of the special features of the website will be :
Clients own domain name ex: www.rituandjohn.com (subject to availability)
Home page - welcome page with description
About us - description of the bride and groom.
Our wedding – client’s wedding description with photos
Photo Gallery - Photo gallery up to 50 pictures of client’s wedding
Guest book - Allows guest / family / friends to sign in and leave a message for bride
and groom.
Contact Us – client’s contact details
Client will get 2 exclusive email ids with domain name

clients will get control panel to update their text and pictures

Mehandi Moments
Be it any culture, Mehandi is important to all Indian brides and groom. It’s not only
the bride and groom, but also the family members who want designer Mehandi.
Mehandi rasam does form an integral part of an Indian wedding. So we will be
providing special designer Mehandi makers for our clients. Our designers strength
lies in the rapport they build with their clients, their ability would be to understand
client’s needs and their skill in offering great choices, from the traditional to the
trendy.
The designer’s team will be have many members, so that they can cover whole
family members. Some of example of designer Mehandi are :
Gift Wrapping
Giving gifts to the bride and also to guests is a ritual in india. The gifts that the bride
gets is often displayed during the small wedding functions. Gift wrapping is a style
and a beautifully wrapped gift can make a difference. Again this will be one of our
special service for our clients. Some of the few examples of wrapping are
• Readymade Rangolis and Torans

• Gift and Mithai Boxes
• Batwas, Trousseau Packing Bags and Boxes
• Trays and Aarti Thalis
• Wedding souvenirs like Jewels/Bangles case, Diyas and Candles
• Saarees gift wrapped in great style.

Wedding Anniversary Celebration
In India we will usually find couples wedded for more than 20 years. Indians believe
in long marriages. So we have decided to cater to this segment also. It’s an
upcoming trend to celebrate wedding anniversary in fashion specially 25th and 50th
wedding anniversary. So we will be providing special packages for such events. The
reason to provide special packages for these events is that although they are not as
large as wedding functions itself, but people do want to experience some rituals
again. We will offer packages for 25th and 50th wedding anniversary.
Theme weddings
We have also identified customers who want their wedding according to some
themes. Theme weddings are becoming popular these days. We will have special
teams to help our clients to decide on various theme weddings like village theme or
theme functions where each function would have a certain theme. There are few
players in the market that provides basic services to consumers but this demand still
remains unanswered.
Also, India is a country of young people. Their Moto of life is “WORK HARD AND
PARTY HARDER” or rather “WORK HARD AND PARTY CRAZILY HARDER”. We will be
catering to the needs of our own YOUNGISTAN. People today want to make their
wedding very special and they want it in a way that no one has done. Yes, we will
be helping them to arrange “CRAZY WEDDING”. By crazy wedding we mean, crazy
venues, crazy themes, crazy music, crazy entertainers etc. Just to give an example,
crazy themes can be wedding based on pirate theme or beach theme with
mermaids, or rock concert theme. Also some would want to marry in sky or on an
island or underwater.
We will be having a special team that will plan weddings for this special segment.
This team will of course be full of crazy ideas and would not have “impossible” word
in their dictionary. Our fun loving and crazy team would help them to build more
upon the ideas the clients would have.

7.2. PERSONNEL DIFFERENTIATION
Since ours is a service industry, our employees are our brand ambassadors. They are
the one who will be directly dealing with our clients. Customer satisfaction will
totally depend on their efficient handling of our clients. Wedding is a occasion which
is very close to every one’s heart and each client would want it to happen exactly
the way he/ she has dreamt about it. So personnel training is an important tool for
our success.
Interactive training( training and motivating employees) is important to us as our

clients will not only judge us the quality of our service i.e. efficient arrangements but
also on functional quality I.e. how our employees treat them. It will be made
compulsory for each employee to undergo required training module(training
according to their tasks in the wedding). Also special care will be taken of employee
satisfaction. It is very known that is the employee is highly motivated and satisfied,
he will satisfy customers also.
7.3. CHANNEL DIFFERENTIATION

Our POD is our superior BACK END SYSTEM, which is made up by our channel’s
coverage, expertise and performance. Not partially, but our complete success is
based on our superior channel development.
7.4. IMAGE DIFFERENTIATION

The image which we want to portray for our wedding services is that of a wedding
planner which turns out to be the connecting point for our clients’. Hence, the name
“SutraDhar” which is a Hindi word, meaning the narrator of a story or the narrator
of events. The SutraDhar is the one person who keeps everything connected. We
intend to portray ourselves as the wedding planner who takes care of the smallest
of details of the wedding, and provide the best of services, and making the one day
of our client a lifelong memory. Some of print advertisements to portray our image
are shown as follows.


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Contents

SutraDhar – The Wedding Planners Page 1

SutraDhar – The Wedding Planners Page 2

SutraDhar – The Wedding Planners Page 3

1.1 MARKET CHARACTERISTSICS & TRENDS

SutraDhar – The Wedding Planners Page 4

1.3 COMPETITIVE ANALYSIS

SutraDhar – The Wedding Planners Page 5

Product/ Service Location Aggressiveness Threat

Wedding Orientations Goa Based

SutraDhar – The Wedding Planners Page 6

1.4 INDUSTRY ANALYSIS

1.4.1 INDUSTRY SIZE

SutraDhar – The Wedding Planners Page 7

Projected Estimates of the Event Management Industry in India

1.4.2 WEDDING PLANNERS AND INDUSTRY

Hotels and Other Banquet Halls

Strengths: On-site facilities, equipment, and support staff. Ability to

Weakness: Often very expensive, impersonal, rely on unskilled labor for

SutraDhar – The Wedding Planners Page 8

Strengths: Have been in the market longer, have an established

Weakness: No systems-based businesses designed to produce consistent

Employees or Persons Wishing To Do It Themselves

Strengths: Internalized cost of planning the event; able to add tiny

SutraDhar – The Wedding Planners Page 9

SutraDhar – The Wedding Planners Page 10

Short Term Objectives

Long Term Objectives (3 To 5 Years)

SutraDhar – The Wedding Planners Page 11

Upper upper class

Upper middle class

SutraDhar – The Wedding Planners Page 12

Number of consumers: densely populated cities, so maximum number of

Awareness level : High

Availability of Marketing Support Infrastructure : Excellent.

But again our segmentation is multi-segmentation. As mentioned earlier also, we

Below is the profile of the target market:

SutraDhar – The Wedding Planners Page 13

GENDER- Our target segment is both men and women.

INCOME- As mentioned above segmentation on income is our major basis of

RELIGION: We will be providing services to the following religion: Bengali, Hindu,

VALS FRAMEWORK: According to the VALS framework our we can describe

SutraDhar – The Wedding Planners Page 14

It is a team of efficient, trained and dedicated professionals who work most

Wedding Trousseau: Whether our client would want a traditional trousseau or a

SutraDhar – The Wedding Planners Page 15

Accommodation: SutraDhar will find all our client’s answers regarding

Transportation: SutraDhar will arrange all transportation, right from receiving

SutraDhar – The Wedding Planners Page 16

SutraDhar – The Wedding Planners Page 17

COMPANY: SutraDhar - The Wedding Planners

TARGET CUSTOMERS: Niche Segment

(Upper class/ Upper Middle Class/Upper Upper Class)

BENEFITS: Effective delivery with credibility

PRICE: 10% Premium

SutraDhar – The Wedding Planners Page 18

SutraDhar can provide you everything that a conventional wedding

6.1.1. MARKETING OUR POD

The strategies adopted for marketing our POD are

Promoting the experience of our team

SutraDhar – The Wedding Planners Page 19

INTERNET: AN EFFECTIVE MEDIA

SutraDhar – The Wedding Planners Page 20