NATIONAL MARKET ENTRY –

WEDDING PHOTOGRAPHY & VIDEOGRAPHY

Client Co.
Key Issues
Client Co. requires the ISB team to develop a robust Go-to-
market strategy to enter the wedding photography and
videography space where scope of services would be all inclusive
– pre wedding, wedding and post wedding events.

The key strategic questions that need to be addressed through

this ELP are:

▪ Market Analysis – Evaluating the potential customers-base,

identify the gaps in service offering and understand the
vendor expectations from the product
▪ Product Strategy – Define the product offerings based on
market analysis and cost-benefit analysis
▪ Technology Analysis - Analyze the feasibility of product
offerings from a technology perspective
▪ Marketing Plan – Propose a marketing and communication
mix
Methodology
Deliverables
 Illustrative list of competitors’ product offerings
Name Competitor 1 Competitor 2 Competitor 3 Competitor 4 Competitor 5 Competitor 6 Client Co.

End to End
Photo & Video Photo & Video Photo & Video Photo & Video
Primary Offering Marriage Video Space Photo space
space space space space
support
PRODUCT OFFERINGS
Pre-wedding photo story ✓ ✓ ✓
Growing Up Story ✓
Animated wedding invite ✓
Story based wedding invite ✓
Candid Wedding
Photographer ✓ ✓ ✓ ✓ ✓ ✓
Couple Video shoot ✓ ✓ ✓ ✓
Wedding films ✓ ✓ ✓ ✓
Wedding websites - Live
streaming ✓ ✓
On the spot printing/ photo
booth ✓ ✓ ✓
360 panoramic view ✓ ✓
3D Photo Flush books ✓
Anniversary Parties ✓ ✓ ✓
 Product Offerings
Results Methodology
▪ Online Invitations: theme based invitations and letters depicting the ▪ Brainstorming
couple's story ▪ Competition study
▪ Growing Up Story: pictures and videos of the couple growing up ▪ Bucket list of possible
▪ Website: RSVPs, non-stop chats, pictures, discussions, schedules, updates offerings created
▪ Assessment: Through
▪ Mobile Application: Instant upload of pictures by guests, website access
customer survey
▪ Video Messages: high quality life-stylistic video where friends and family
leave personalized messages
▪ Candid Shoots: candid shots of the couple and guests

Assumptions/Challenges
▪ The modern consumer stresses on the wedding experience as well as
higher quality and unique products
▪ Communicating the value created by these offerings to consumers
Product Concepts (1/4)

e-Wedding invites

Animated wedding
invites
Steve & Annie

e-Save The Date

invites
 Wedding mobile-
Product Concepts (2/4) sites

Animated Growing-
up stories
Wedding micro-
sites
Product Concepts (3/4)

Video Messages
360 Panorama
from Family &
videos
Friends

Flush mount
Live feeds
photobooks
Product Concepts (4/4)

Photo
Booth
 Internal Customer Survey – Pain Point Analysis
Results Methodology
▪ Survey done with ISB Spouses to understand the pain points faced ▪ A small survey was
Married Since 2011-2013 prepared which was
City Tier 1-2 cities distributed offline to
some Spouses
Channel for
Family and friends recommendations, Online search ▪ The questions were
searching
also used in metro cities open-ended to get
photographer
Cost Varies largely but by and large between 25K-75K bracket qualitative data
RELIABILITY: Photos do not come on time and require ▪ Got response from 9
many follow-ups spouses
QUALITY: Poor album quality, unaesthetic placement of
Common Pain
photos, poor choice of background
Points
COORDINATION: No single SPOC who can be given
instruction that can be passed on to the team of
photographers
.

Assumptions/Challenges
▪ Most respondents were not aware of what new creative things that can
be done in wedding photography.
▪ But once they are told that such a thing may be possible, such as - live
feeds, etc they got very excited about having such an option.
 Market Sizing Studies
Results Methodology
▪ Market sizing (in terms of volume) done for India, Delhi, Bangalore, ▪ Used Census data: %
Hyderabad, Mumbai, Pune & Kolkata Population age-wise
break up (State level
Estimated Urban Middle urban population) –
City
Class Weddings (2013) Unmarried, Married,
India 585,372 Widowed/ Divorcee
Delhi 44,976 ▪ Year: 2008, 2009, 2010
▪ Calculation:
Hyderabad 16,538
No of wedding in a year
Bangalore 17,096 = Increase in Married
Mumbai 32,794 Population
Pune 9,040 = No. of married 2010 –
No. of married 2009
Kolkata 18,975
▪ Applied migration
effects for the city
Challenges ▪ Segmented population
of urban middle class
▪ Reliable number of weddings/year data unavailable
▪ City-level data not available in most cases – have to be calculated using
the trends of urban population in the state
Market Sizing Studies
Assumptions
The number of weddings in a city is assumed to be the difference between the number of married
1
population in 2010 and 2009 in the age segment 20-35
The Age Group-wise % Distribution of Population by Marital status is at State Urban population
2 level. Since the cities in consideration will have urban population, the population distribution of
marital status in the city is taken as same as the state urban population

Since this is at overall population level, if a male and female of the same city get married, according
to our model, they get counted twice, while they should had been counted only once. However since
3
there is no data to findout the % of population of the particular city that gets married to a person in
the same city and also intuitively the % seems to be small and thus not considered

There is difference between the number of married people calculated during 2010 and 2009 for all
cities with the 2010 number being much higher. The reasons for such difference can be many
4
including lack of auspicious dates during the year, recession of 2009, etc. The average of 2009 and
2010 is reported as the number of weddings happening in the city

There is no growth rate applied to the number of weddings calculated in 2010 to extrapolate it to
2013 as of now because it seems that the number of weddings happening in the city will not
5
increase in 3 years per say as the new population of the city (migrants) will have their wedding in
their tier1 or 2 cities only
 Vendor Survey
Results Methodology
▪ Survey Preparation :
Questions Overall Responses
1)Brainstorming
Customer Acquisition Word of Mouth (15/16) 2)Assessment
3)Validation
Selection Done By Parents/Relatives(65%) Bride/Groom(35%) ▪ On field data
Primary Criteria of collection: The surveys
Price (4/16) & Quality(11/16)
Selection was conducted in
Lead to Conversion Mean 60% person in Mumbai,
Pune, Bangalore and
Lead Generation(4/12) Negotiations,(5/12) Delhi
Challenges
Managing peak demand(3/12)
▪ Data Triangulation &
Average Price Packages 50,000 INR for the entire wedding Analysis:
Post data triangulation
Seasonality Nov- Feb, 30-40% of peak in Non season
with the customer
Commission to Freelancer 3000-5000 survey and based on
the vendor survey
Assumptions/Challenges trends an appropriate
vendor engagement
▪ Averages of findings noted in the vendor survey have been considered to
model would be
be applicable to all vendors approached
finalized.
 Vendor Engagement Model
Results Methodology
▪ Engagement Models: Based on the vendor survey, we proposed the ▪ Survey Trend:
following vendor engagement models and the activity responsibility Deliberation over results
alignment: from vendor
questionnaire used to
Parameters Studio based model Commission model indentify current trends
Lead generation and
Client Client in engaging vendors
conversion ▪ Noted the vendors
Vendor selection Client Customer engagement mechanism
Customer management Client Client currently engaged by
Engagement management Client Vendor marriage consultants and
competitors
Commission on vendor's
Nature of revenue Service fees
fees
Deliverables Client Client
▪ Based on our discussion with Client, the Studio based model was
finalized.

Assumptions/Challenges
▪ Client Co. would invest in equipments for lending it to the in- house
Photographer/Videographers for events
▪ Client Co. would develop a training program and incentivize the free
lancers adequately
 Vendor Engagement Model: SWOT analysis

Studio: Studio based: S

T o Imitable but requires initial capital and lead o End to end process control with Client T
H generation mechanism o Quality control with Client R
R o Lead leakage to freelancers cannot be o High margins E
E excluded N
A G
Commission: Commission based:
T T
o Easily imitable o Minimal capital (equipment / human)
S H
o Reputational loss to Client brand name if investment
quality offered is low o Engagement managed by vendor with no S
Client monitoring
O
P Studio: Studio based: W
P o Low competition with consolidation o Investment required in photographer / E
O opportunity videographers A
R o In-house lead generation o New operational process to be established K
T o Signals ability and thereby a foray in other o Focus diverted from core competency N
U wedding based services E
N S
Commission: Commission based:
I S
o In-house lead generation o Absence of quality control
T E
o Ease of market place creation o Low margins
I S
o Incentivizing freelancers may be difficult
E
S
 Citywise photographer and videographer composition:
Span of Control
Results Methodology
• We conducted a pilot study computing the nos. of photographers ▪ Deliberation over results
required for the Delhi market to compute peak and non peak demand. from vendor
The Delhi market size is 44,976 weddings per annum questionnaire used to
• The data was also considered to compute span of control for the optimum indentify current trends
ratio between inhouse and freelancer photographer and videographer. in wedding
The ratio was validated by primary market research ▪ Validated the span of
control through primary
Season Peak Non Peak research and with Client
Total weddings 810 540 Co. team
Wedding per season 202 67
Wedding per week 51 17
Wedding per weekend (Fri, Sat and Sun) 25 8
Weddings per weekend day 8 3
Nos. of Photographer/ Videographers 17 6

Assumptions/Challenges
▪ Client market penetration considered at 3% of overall market
▪ We considered 60% weddings in peak season (4 months Mid October to
Mid February) and 50% on weekends (Fri,Sat,Sun) as per the survey
▪ Client would need approximately 2 photographers / videographers per
event (excludes helper)
 Fee Structure for Photographer/Videographers
Results Methodology
▪ Models to incentivize In house Photographer/Videographers ▪ Conducted a vendor
• Salary based: Based on the span of control, Client will hire of survey to indentify
Photographer/Videographers and contract with freelancers. current cost and revenue
valuations for
Alternate models considered:
Photographer /
• 2 part tariff Fee Structure: Base salary + Commission based on Videographers.
the no of engagements covered. Under this plan, Client would need
▪ The overall annual
to commit a minimum number of engagements per person
salary needed to be in
• Variable salaries during peak and non peak season line with the general
• Incentivize the preferred free lancers market conditions and fit
• The incentive to be promoted from freelancer to payroll staff into Client’s
• Additional engagements at same or more commission at par w.r.t. organizational structure.
the studio rates.
▪ As per computation, inhouse photographer/videographer salary is INR
8.3 lacs per year and free lancers paid INR 3-5k per 8 hour shift
Assumptions/Challenges
• The in house photographer/ videographer has nearly 5-7 years of
experience. Thus, for the salary estimate are computed with the
Photographer/Videographer having an office.
• 25% additional incentive provided to inhouse Photographer /
Videographers to compensate for additional engagements
 Computation of engagement profit and expected salary
In-house Photographer/Videographer profit Actual Salary Payroll
computation Amount Remarks
Photographer
Fees charged for 2 days 50,000 Number of engagement
40 Assumption
Less: completed in a year
Equipment rental - Lighting and other Profit per engagement 16,625 Refer computation1
2,500
enhancing accessories Total earning per year from
665,000
engagements
Equipment depreciation 1,000
2 days for engagement
Album, editing charges 7,500 No of days busy per
3 covering + 1 day for data
engagement
Free lancer - 1 compilation
10,000
Photographer/Videographer (2 days) Total no of days busy in a
120
Helper (1 @ 2 days) 3,000 year

Rent (20000*12/40) 6,000 Additional increment for

25%
time value of days free
Office Expenses (10000*12/40) 3,000
Also the steady income
Advertisement charges (15000/40) 375
from a salaried job is a
Total Profit per Wedding 16,625 Total incentive 831,250
major incentive for the
Photographer
 Vendor sourcing, training and engagement process flow
Results Methodology
▪ The vendor engagement process flow includes the following sub ▪ Based on internal, client
processes for inhouse and freelancer photographer / videographer: discussion and vendor
▪ Sourcing including the pecking order survey, we identified the
sub processes to be a
▪ Training of freelancer and review parameters part of the overall vendor
▪ Quality (Periodic and real time) review of freelancers before engagement process
awarding the engagement ▪ Validating each sub
▪ Sales Order Management process with the Client
Co. team
▪ Order allocation to vendor
▪ Pre engagement, engagement and post engagement activities
▪ Deliverables management
▪ Revenue management
Each of the process has been briefly explained in the subsequent slide

Assumptions/Challenges
▪ Client Co. would identify the stakeholders for the different sub process at
an activity level
▪ Client Co. would formalize the parameters for quality review, customer
feedback form, and other SOPs related to the vendor activities
Sourcing and Training
 In case of varied requirements from
For scheduling, BM would consider the
Bharat Matrimony to identify potential customer such that an individual
inhouse photographers / videographers
customers through their website based photographer / videographer is
for each engagement. Incase the
on their account deletion or inactivity insufficient for the engagement, the
inhouse photographer has been
and also use other traditional media order would be segregated between 2
already scheduled, empanelled
advertisements or more photographers fulfilling the
freelancers would be considered
allotment criteria
Engagement Flow

The customer inputs the engagement

BM floats the information on its online Bharat Matrimony would choose the
request with details consisting of
portal consisting of empanelled freelancer to allot the work as per the
venue, duration, category of events to
freelancers in that particular city following sub-process
be covered, size and expected budget

Bharat Matrimony receives enquiry Bharat Matrimony will assess the

from the customer and reverts to the lead against the freelancer profile
customer enquiry requesting three in terms of assessed quality (Refer
The freelancers are provided 2 days
business days for evaluating the slide), previous work done,
duration to confirm their availability
enquiry based on established capability check to assess if the
parameters and checking availability of vendor applying meets the service
photographers / videographers expectation of the engagement

Based on the evaluation of the enquiry From the selected photographers,

considering established parameters, BM will award the photographer
the customer relationship manager with the minimum ratio
Free lances available during the event
shall Minimum Ratio = number of
would confirm their availability on the
assess the feasibility of the job. Incase assignment days previously worked
portal
of a discrepancy, the CRM would with BM / number of days they
negotiate the final offering with the applied that they are available for
customer an engagement to BM

A
 Engagement Flow (Contd.)

Engagement Flow (Contd.)

Quality Assessment before allocating engagement
Step No Quality indicators
1 Initial Screening mechanism
2 2 mock engagement testing (consecutively)
3 Initial rating per engagement type based on steps 1+2
Professional photographer feedback post engagement together or
4
supervision based
Customer feedback at end of engagement - related to quality of photo
5
and on site relations

Step Number
Quality screening Remarks
(Weights)
For initial 3
3
engagements
Will take into account the average of the last 3
For next 3 engagements 3(30%)+4(40%)+5(30%)
engagement rating for 4 & 5
Will take into account the average of the last 6
Post 6 engagements 4(60%)+5(40%)
engagement rating for 4 & 5
 Customer Survey: Conjoint analysis
Objectives of the survey
▪ Segmentation: identifies various clusters on a multi-dimensional map and point out to the total number
of segments feasible for our use. Based on each clusters preferences, their usage behaviors can be easily
studied
▪ Targeting: The descriptive questions will also help us correctly identify these segments by their
demographics
▪ Product designs: Now that we know customer preferences and rating for each product, the designs will
be much more consumer specific and very targeted
▪ Marketing strategy/Positioning: The complete Marketing strategy will depend on the demographics,
preferences and willingness of target segments
▪ Pricing: Based on the utilities that our target segment has for each of the choices in the last question, the
Willingness-to-Pay for each of the product ideas can be calculated individually.

Assumptions/Challenges
▪ No interaction assumption
▪ Attribute levels for the conjoint analysis have been designed using the broad understanding of wedding
photography market
▪ Conjoint surveys are typically complicated surveys for the respondents to fill in
 Customer Survey: Conjoint analysis
Methodology
▪ Sample Size:

▪ Data Collection: Online Questionnaire consisting of closed ended questions

▪ Incentive for respondents: The respondents were offered a 20% discount of Client Co. photography
services upon completing the survey

▪ Data Analysis:
▪ Cluster analysis using Dendogram in MEXL
▪ Utility, partworth and attribute importance calculation using MEXL

Assumptions/Challenges
▪ Incomplete responses from Respondents
▪ Conjoint surveys are typically complicated surveys for the respondents to fill in
 Customer Survey
Survey Design and Analysis Tool
▪ Conjoint analysis to understand relative importance of product offerings and services

▪ Basis, descriptive and conjoint questions

▪ Basis questions: Questions about consumer preferences for behavioral and psychographic
segmentation
▪ Descriptive questions: Questions about age, income, education, profession, gender and marital
status
▪ Conjoint questions: Relative utility and partworth of each feature

▪ Survey Link: https://isb.asia.qualtrics.com/SE/?SID=SV_0U3fxCXV5gn4dAF

Assumptions/Challenges
▪ Maximum Choice rule used
 Customer Survey
Results and Discussions: Segmentation
▪ Cluster Analysis using Dendogram in MEXL
 Customer Survey
Results and Discussions: Segmentation
▪ Segments Identified:
▪ The Masses: A group of people who are average on age, education, income and have no
statistically different demographic parameter. They prefer to search online for wedding
photographers as compared to personal relations and family recommendations and spend less
time to look for photographers.
▪ Proportion: 35.3%
▪ Enthusiasts: Have a Higher female ratio (23%) and earn slightly more than Averages. They are
very comfortable to search online for wedding photographers and invest a lot of time to choose
one. They are also willing to try out new ideas and explore all channels to search for the best
photographers.
▪ Proportion: 29.4%
▪ Late Adopters: People with higher education levels (Masters) yet relatively lower income. They
are not comfortable searching online for wedding photographers and do not invest time to
choose one . Though they are willing to pay more for new ideas but are not particularly excited
about any. They rely a lot on recommendations than online search.
▪ Proportion: 14.7%
▪ Couldn’t Careless: A group of predominantly male population with significantly higher income.
They are comfortable to search online but prefer family and friend recommendations. But
beyond the preferences, they couldn't careless about photography and are not excited about
innovative product concepts.
▪ Proportion: 20.6%
 Customer Survey
Results and Discussions: Targeting
▪ Basis for deciding the Target Segment:

WTP
Market
Choice Premium Target
Segment
share (For best Segment
share
product)

Conjoint analysis From segmentation Pricing

using MEXL analysis
 Customer Survey
Results and Discussions: Targeting
▪ Choice Share calculations

P1 P2 P3 P4 P5 P6 P7
Price 75,000 75,000 50,000 50,000 50,000 50,000 1,00,000

Online Wedding Pictures Pictures Pictures Pictures Pictures Pictures Pictures

Album + videos + Videos + Videos + Videos + video
New Features Live Live Web Wedding None None None Montage
Web feeds Montage
Feeds
Physical Album Standar Standard Premium Premium Premium Standar Premium
d + Large + Large d + Large

Delivery Time 4 weeks 1 Week 6 weeks 4 Weeks 6Weeks 1 Week 1 Week

To Chose the right target segment, the optimal product for revenue maximization for each
segment will be identified, their choice share will be calculated.
 Customer Survey
Results and Discussions: Targeting
Choice Share calculations
Masses
▪ Optimum Product (Revenue Maximization):
 Customer Survey
Results and Discussions: Targeting
▪ Arriving at the market value of the Masses:

WTP
Market
Choice Premium Target
Segment
share (For best Segment
share
product)

48% 35.3% INR 50,000 INR 8472

 Customer Survey
Results and Discussions: Targeting
Choice Share calculations
Enthusiasts
▪ Optimum Product (Revenue Maximization):

Attributes / Optimal
Optimal Product 1 Optimal Product 2 Optimal Product 3 Optimal Product 4 Optimal Product 5
Product Profiles
Price 50000 75000 75000 50000 75000
Animated+Pictures+Vi
Online Wedding albums Pictures+Video Pictures Pictures+Video Pictures+Video
deos
Montage (5 minute Montage (5 minute Montage (5 minute
New Features Live Web Feeds Live Web Feeds
wedding summary wedding summary wedding summary
Premium Metallic Premium Metallic Premium Metallic
Physical Photo albums Premium Finish Standard
finish + Large size finish + Large size finish + Large size
Delivery times 1 Week 4 Weeks 4 Weeks 1 Week 1 Week

Choice Share 37% 35% 34% 33% 32%

Revenue 18500 26250 25500 16500 24000
 Customer Survey
Results and Discussions: Targeting
▪ Arriving at the market value of the Enthusiasts:

WTP
Market
Choice Premium Target
Segment
share (For best Segment
share
product)

35% 29.4% INR 75,000 INR 7717.50

SWOT: Masses
STRENGTHS WEAKNESS

• Biggest segment, occupying 35.3% of the whole • The willingness to pay of this segment is
population low(INR 50,000). They are not willing to pay as
much as the rest of the population for these
•A large choice share (48%) shown with the services.
optimum product
•Less likely to search for their wedding
photographer online than the rest of the
population

OPPORTUNITIES THREATS

•Large penetration of the segment possible, shown •Rely a lot on nearby studios for choosing their
by the large choice share wedding photographer. The studios near this
population are threats in themselves
•The segment shows great affinity towards
growing up story. Can be used as a promising
market for this product
SWOT: Enthusiasts
STRENGTHS Weakness
• Very comfortable searching online for their • They are not interested in any of the new
wedding photographer product ideas. The new ideas add little value in
their perception
•Higher incomes on an average than the
population, and higher willingness to spend than
masses (INR 75,000)

•Second largest segment, occupying 29.4% of the

whole population

Opportunities Threats

•Since they are comfortable searching online, it is • Enthusiasts spend a lot of time looking for their
easier to convert this segment into customers wedding photographer, and carry out a lot of
research from magazines, newspapers and
recommendations. Any negative feedback or
testimonials will have a negative impact on these
very strongly.
 Customer Survey
Results and Discussions: Product Design For Masses
Attribute Importance

▪ Masses’ Perceptions:
▪ Price as the most important factor to rate a bundle
▪ New features are least important (4%)
▪ Physical features, and delivery time (i.e. all tangibles) are important.

▪ Reasons for low importance of New features:

▪ Lack of Understanding: Since these are new products, it may not be very well
understood. Hence, one of the main objectives of communication strategy should be to
increase awareness about these offerings
▪ Consumers don’t believe them to be a value addition to the package
 Customer Survey
Results and Discussions: Product Design For Enthusiasts
Attribute Importance

▪ Enthusiasts’ Perceptions:
▪ Price as the most important factor to rate a bundle
▪ New features are least important (8%)
▪ Physical features, online albums and delivery time are equally important (15 - 16%).

▪ Reasons for low importance of New features:

▪ Lack of Understanding: Since these are new products, it may not be very well
understood. Hence, one of the main objectives of communication strategy should be to
increase awareness about these offerings
▪ Consumers don’t believe them to be a value addition to the package
 Customer Survey
Results and Discussions: Pricing For Enthusiasts
Pricing
Willingness To
Willingness To
Base Level Incremental Level Pay
Pay (Masses)
(Enthusiasts)

Online Pictures only Online Videos + Pictures 17400 7800

Online Videos + Pictures +

Online Pictures only 21400 11300
Animations

Physical Album - Premium

Physical Album - Standard Finish 17000 31600
Metallic finish + Large Photos

Delivery time - 6 Weeks Delivery Time - 4 Week 6600 2800

Delivery time - 6 Weeks Delivery Time - 1 Week 15700 23000

 Customer Survey
Results and Discussions: Utility Functions

Masses Enthusiasts
Utility Function – Price Utility Function -
30 Price
25
30
20
15 20
10 10
5
0 0
50000 75000 100000 50000 75000 100000

Utility - Delivery Time Utility - Delivery

15 Time
15
10
10
5
5

0 0
1 week 4 Weeks 6 Weeks 1 week 4 Weeks 6 Weeks
 Customer Survey
Results and Discussions: Utility Functions

Masses Enthusiasts
Utility - Online Albums Utility - Online Albums
12 12
10 10
8
6 8
4 6
2 4
0 2
Pictures Pictures + Pictures + 0
Videos Videos +
Pictures Pictures + Videos Pictures + Videos
Animations
+ Animations

Utility - Physical Albums Utility - Physical Albums

10 20
8
15
6
4 10

2 5
0
0
Standard Premium Finish Premium Finish
Standard Premium Finish Premium Finish +
+ Large Photos
Large Photos
 Customer Survey
Results and Discussions: Product Design
Attribute Importance Derived from Self Explicated Conjoint analysis

Attribute Importance

23%

37%
Price
Online Wedding Albums
New Features
Physical Photo Album
Delivery Time

23%

1% 16%
 Customer Survey
Results and Discussions: Product Design
Mean Utility Levels For attributes and various levels Derived from Self
Explicated Conjoint analysis
2
Mean Utility Levels
1.8

1.6

1.4

1.2

0.8

0.6

0.4

0.2

0
Price Online Wedding Albums New Features Physical Photo album Delivery Time
 Customer Survey
Recommendations: Marketing Strategy
▪ It is recommended that 2 sets of products be launched

▪ Target Masses and Enthusiasts with different products, as obtained in optimum product
analysis for the respective segments, since the preferences of both these segments are
shown to be different as a result of the study

▪ This will ensure that the preferences of both the segments are captured to the fullest, and
each segment is targeted with the products that they prefer best

▪ This will also lead to capture of a bigger market, with both the segments being serviced

▪ For masses, the product needs to be positioned as beautifully presented pictures in great
(physical) albums, delivered at a price too good to be true

▪ For enthusiasts the product needs to be positioned as a “Best of all world” situation, where
they get new features (online wedding albums) as well as old (Physical albums) delivered
quickly at a great price.
 Customer Survey
Recommendations : Marketing Communication
▪ AIDA Model
▪ Awareness:
▪ Direct mailers
▪ PR:
▪ collaboration with leading newspapers where they talk about innovations in
wedding photography mentioning the innovative ideas Client offers
▪ Publishing articles online as well as offline on subjects such as what should be
kept in mind while selecting a wedding photographer
▪ Youtube, facebook Advertisements
▪ Outdoor Hoardings and gurilla events in malls

▪ Interest:
▪ Interactive page on facebook. Discussion and advice on wedding photography issues
▪ Interactive contests online and on facebook
▪ Outdoor photobooths in malls on weekends with sample products on display
▪ Wedding Photography Blog: interactive as well as advisory
 Customer Survey
Recommendations : Marketing Communication
▪ AIDA Model
▪ Desire:
▪ Endorsement by regional celebrities/TV stars/Movie stars
▪ Co-Branding with leading cosmetic brands and/or wedding wear designers for fashion
shows and events with wide coverage preceding the wedding season
▪ Youtube channel showing videos of new ideas/features in place
▪ Testimonials by consumers on facebook and/or the website
▪ Posts on facebook and twitter talking about the latest ideas in wedding photography

▪ Action:
▪ Sales promotion through direct mailers
▪ Dedicated section of the website a dedicated sales and customer care team to allow for
hassle free transactions and customer care
▪ Free consultation to people who have found their matches online on planning their
wedding photography
Thank you