This document provides a marketing plan for "Happy Wedding", a mobile app that aims to provide a one-stop platform for wedding planning and management. It analyzes the growing Indian wedding industry and market opportunity for an app. The plan outlines the app's value proposition of efficient wedding planning, budgeting and vendor booking. It discusses strategies around branding, pricing, promotion and distribution to target customers in India's large wedding market and achieve revenue goals. Key tactics covered include developing free and premium app versions, using social media and partnerships for promotion, and distributing through app stores.

1. Happy Wedding
Marketing Plan

2. EXECUTIVE
SUMMARY

3. India, at the cusp of the
digitization era, has over 90%
of total internet users’ access
to mobile internet. Thus,
Smartphones are expected to
exhibit a massive 36%
compounded annual growth
rate in the next 5 years.

4. But, the wedding
industry still needs to
revamp itself and
inculcate technological
innovations to keep in
pace with the fast
growing world.

5. Happy Wedding is a simple
app that provides a
platform to organize a
perfect wedding. From
managing the budget to
booking all the vendors,
everything can happen at
one place.

6. This app aims at providing
an easy and affordable
way to the users to make
their wedding day a
memorable one without
any chaos and confusion.

7. SITUATION
ANALYSIS

8. Company
Overview

9. Core competencies:
One -stop destination for all wedding
arrangements for its clients
Reduced time and efforts of customers
Wide range of vendor options depending
on location and budget
Efficient cost management
Implementation of Search engine
optimization & app store optimization

10. Strategic assets:
Tie ups with online websites like
shaadi.com, bharatmatrimony.com, etc
Arrangements with hotels,
farmhouses, caterers, photographers,
etc
Premium app purchases

11. Market
Overview

12. India is known for its colorful culture
and weddings are the perfect example
Moreover, it is fast becoming a
lucrative business opportunity
This industry is flourishing and
statistics corroborate the fact
 Currently, the industry is over Rs
100,000 crore and is growing at 25-30%
annually

14. Opportunities
Untapped market
The marriage market has a huge
potential target audience
Lesser competitors
Increasing use of smart phones

15. Threats
Relatively new concept may
take additional effort and time
No benchmarking of
parameters
Requires huge marketing
budget and awareness to create
awareness

16. Target
Customers

17. The target group primarily includes the
brides and grooms (age 21 – 40).
 Another customer segment is
represented by the numerous family
members and guests attending weddings,
anniversaries, and similar events.

18. GOAL

19. Eye on small percentage of total
market size to start with (about 3%)
Revenue target of Rs. 5 cr in year
one to Rs. 25 cr in 5 years
10,000+ listed vendors
Establish brand equity and
customer satisfaction

20. STRATEGY

21. Target
market

22. Customer needs
Checking the availability, cost, reviews, etc of
different wedding venues according to the
location and budget set
Finding vendors, contacting and booking them
Performing the tasks on schedule to arrange
the perfect wedding
Allocating budget efficiently and smartly
Keeping a track of the payments, advances
paid and the dues

23. Collaborators
Suppliers
Channel members
Communication partners

24. Suppliers
Tie ups with various wedding venues like
hotels, farmhouses, destination wedding
locations etc
Tie up with various vendors
GOALS
These suppliers are the primary source of
revenue
They are also an important source of word of
mouth publicity and promotion

25. Channel Members
App Store or Play Store – the best way to
acquire new users, due to the high intent to
download due to credibility of Google or Apple
Google Adwords – cost effective channel
that can create a hype about the app and
increase customer base.
GOALS
The goal of these channels is to effectively
increase the visibility of the app
These should also generate large amounts of
traffic on the app and retain them.

26. Communication partners
Social media - Twitter’s App Cards, Facebook’s App
Install Ads, and Pinterest’s App Pins are great way to
reach a very targeted audience
Blogs and multimedia - Well produced app demos or
promotional videos provide best chance of getting
content viewed and shared by large audiences
GOALS
Effectively target a huge and appropriate
consumer base
Fostering brand awareness and helping customers
evaluate the brand’s perceived ability to meet a current
relevant need

27. Company
Key stakeholders include:
Customers
Suppliers
Investors
Advertisers and publishers
IT department

28. Points of parity
Easy and efficient planning of
all the events and tasks of the
wedding, vendors, guest list, etc
 Proper budget allocation to
effectively manage the affairs of
the wedding

29. Points of difference
Booking wedding venues and various
vendors for the various events of the
wedding
Through a free personalized dashboard
couples are served an automatic feed of
relevant content, tools and solutions that
are based on their stage in the wedding
process and tied to their preferences, such
as wedding location, style and color.

30. Technological Context
India has a large and growing millennial
population – young, tech-savvy consumers
with rising earnings potential and
disposable income.
With 220mn users, India is now world’s
second-biggest smartphone market
By 2017, India will have more than 350
million smartphones.

31. Socio cultural context
Currently, the country has a population
of around 1.25 billion and considering an
average family with five members, there
are around 250million families in India
With about one marriage per family
every 20 years, the country averages
roughly 10 million marriages every year
Presently, it is a Rs. 100,000 cr industry
and is expected to grow 25-30% annually

32. Value
Proposition

33. Customer Value
Facilitates wedding management-
clothes, gifts, venues, food and
beverages, etc
Free, simple and customizable
checklists to do the tasks on schedule
The ‘free’ budget tool to allocate
budget efficiently and smartly by
receiving suggestions and estimates.

34. Collaborator value
Huge customer base
Well established app in the market
with less competition and growth
potential
Extremely agile and user-focused
team

35. Company value
Stakeholders: increased profits and
return on investment, growth
potential, financial stability,
association with good brand image
Employees: exposure, flexible and
adaptable work environment,
performance dependent rewards and
opportunities, job security

36. TACTICS

37. Product

38. Free Version
The customers will be able to find wedding venues and
vendors, contact them and book them. Vendors will be
available for the following categories:
Beauty, health and spa
Flowers and Decoration
Entertainment (DJ)
Food and Beverages
Gifts and Favors
Attire and Accessories
Photography and video
Wedding cards
Hotel bookings
Miscellaneous
Simple and customizable checklists and the budget tool
are also available

39. Premium Version
Premium’ feature of the app will include
the options of booking of destination
wedding locations. It will also include
services that complement destination
weddings such as,
Flight bookings
Pick and drop transportation
facilities
Star performances
Choreographers

40. Brand

41. Name- ‘Happy Wedding’
Tag Line –
“Plan your most memorable day with us”
Core brand Values - Variety, ease and
efficiency are the main attributes

42. Price

43. Identifying the target market segment
Determining pricing objective
Estimating demand
Estimating costs
Analyzing competitor’s costs and prices
Selecting the final price
Pricing process

44. The suggested price for the premium
version of the app is about $51
The customers who opt for the
destination weddings will mostly be well
off and more affluent ones and therefore,
the cost selected is not too high and not
too low
The facilities available in this version of
the app like star performances are
otherwise not easily available, and hence,
the cost reflects the tie-up costs with
these groups

45. Incentives

46. To customers
Price reduction – rebates, coupons for
dollars or percentage off
Loyalty programs
Trade up programs
Free upgrade with purchase

47. To collaborators
Recognition and self-worth
Money has been and continues to be
an important motivator for
participating in collaboration

48. To employees
Reward
Recognition
Bonus
Instead of fixed work timings, flexible
environment with daily goals

49. Communication

50. Users found online thus, cost-effective methods like Facebook,
Twitter and even Pinterest can be used to build followers
Building a website to showcase the app
Starting a blog
Pitching to websites that review apps
Creating a video of how the app works
Gathering potential customer email addresses through non-
monetary tie-ups with sites like shaadi.com, etc by providing them
incentives like increasing their reach through publicity from the
app and its website.
Encourage people to share content on their social media handles
and providing them with incentives

51. Distribution

52. App Stores/Recommendation Sites -There are
a large number of app stores like the Android
Market, Nokia’s Ovi Store, Microsoft’s Windows
Phone Marketplace and others, plus
independent app stores (like GetJar), carrier app
stores and more
 Specialist Press - Another good way to get the
app distributed is having it reviewed the by
press, especially those who review apps
exclusively
Incentivized CPI -The acquisition of
incentivized user downloads (incent traffic) can
assist in growing your mobile app installs and top
list rankings. One of the most effective methods
for boosting install rates over a short period of
time

53. IMPLEMENTATION

54. Infrastructure

55. Happy Wedding
Sales and
Marketing
Information
Technology Commercial Vendor Tie-Ups
Finance and
Accounts
Human
Resources

56. Processes

57. Scanning the marketing environment, forecasting
demand, and conducting marketing research
Creating customer value and customer relationships
Analyzing consumer markets
Identifying market segments and targets
Crafting brand positioning and brand equity
Setting product strategy
Developing pricing strategies and programs
Delivering value
Designing and managing integrated marketing channels

58. Schedule

59. Assessing market opportunities & customer value 3 months
Identifying market segments and targets 2 months
Setting product strategy 1 month
Developing pricing strategies 3 weeks
Designing integrated marketing channels 1 month
Managing retailing, wholesaling & logistics 2 months

60. Created by Urmi Arora,
NSIT, during a marketing
internship under Prof.
Sameer Mathur, IIM
Lucknow