Date post: | 12-Jun-2015 |
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Business |
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Marketing Management Project
FESTKARTWe Value your Time
FK
FK
Company Collaborators Customers Competitors
ClimateSegmentationTargetingPositioning
Differentiation Marketing Mix Future Scope
We value your time
PROCESS FLOW
The Situation Analysis
• Company• Collaborators• Customers• Competitors• Climate
FKFKWe value your time
COMPANYFK
We value your time
• Click and Mortar company• Mortar Structure based in Coimbatore• Supply of Products for Festivals & Corporate events
Products Supplied
Company
DECORATIVE ITEMS
SPECIAL ITEMS
ADMINISTRATIVE ITEMS
FOOD SECTION ITEMS
FKWe value your time
Decorative Items Special Items Administrative Items Food Section
BalloonsFairy LightsRed CarpetChair LinenCandlesCandle holdersVasesDecorative bowls with dried flowers or fruitGlasswareCutleryServiettesThermocolDecorative papersRibbonsMirror Decorative hangingsTwineColor papersChartsCardboardsGlitter pens WhitenerFabric paintsGlittersBrushes
Costumes Accessory requirementsBasic toiletry itemsCertificatesLaminated ID cardsBadgesTrophiesProjectorsSpot lightsSmoke machineMementos
PensPen standsA4 papersScalesFevicol or gumErasersCello tapesStaplersPinsFiles and foldersParticipation kits
PlatesPaper cupsWrapper PapersStrawsSpoonsDish wash and scrubbersTissue paperSpecial glasses and glass covers for guestsMineral Water Bottles
COLLABORATORSFK
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Collaborators
Customers
Suppliers
Alliances
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)
FKWe value your time
CUSTOMERS
Market Segment – Fests and events held in colleges.
Target Market – Colleges in and around Coimbatore.
Benefits – One stop solution
FKWe value your time
Buying Process
• This is the buying process that a normal customer (college) has to undergo
FKWe value your time
Customer
Problem Recognition Search
Evaluation of
Alternatives
Purchase Decision
Post Purchase Behavior
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
FKWe value your time
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)
FKWe value your time
COMPETITORS
• Local vendors and suppliers• In – house inventory of items • Event management agencies• E Commerce Websites – flipkart.com,
myntra.com etc.
FKWe value your time
CLIMATE• Web based business models• Laws and regulations are still unclear in case
of e-business• Economic situation: Increasing transportation
& travelling cost
FKWe value your time
SegmentationTargeting
Positioning
FKWe value your time
MARKET ANALYSIS
SEGMENTATION
Geographic
Region wise: South
State wise : Tamilnadu
Behavioral
Occasions: Regular occasion, special occasion, holiday, seasonal
Benefits: Quality Service, economical, convenience, speed
FKWe value your time
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
FKWe value your time
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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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.
FKWe value your time
The Marketing Mix
The 7P’s
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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
FKWe value your time
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
FKWe value your time
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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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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PROMOTIONSOnline 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
FKWe value your time
PLACE
• Click and Mortar • Web address & Contact Number• Physical Location: Warehouse in
Coimbatore at Ramanathapuram
FKWe value your time
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
FKWe value your time
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
FKWe value your time
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
FKWe value your time
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
FKWe value your time
FKWe value your time