Introduction of a concept into different geographies of India

Kallol Kumar Sarkar

2011096

Company Profile

• Ultra Rich Weddings Pvt Ltd.• Start up company, 12 months old• Match making for millionaires• Complete end to end solutions are provided• Only HNI’s are targeted as potential

customers

SIP details• Arranging for tie-ups for the company

• Social Media Marketing a. General promotions using fb, pintrest, emails etc…

b. Twitter strategies for improved brand visibility

• Human Resource Functiona. Recruitment of undergraduates for sales and

promotional activities

b. Monitoring the sales forces recruited

Objective of the SIP

• To increase the brand visibility of Ultra Rich Match across India

• A pool of tie-ups with the company, to serve the customers more effectively

• Make way for Retention Equity, for the customers

Concept used

Arranging for tie-ups

• Region

- Kolkata and towns nearby• Prospective tie-ups

- Event management companies

- Jewellery companies

- Travel agencies

- Catering services

- Boutiques for wedding fashion statement

Social Media Marketing

• Facebook, Pintrest, Emailsa. Posting about URM in the official fb page

b. Using Pintrest to pin wedding images and collections of URM

c. Sending emails to prospective customers and tie-ups as a first hand approach.

Twitter Strategy• Content creation• Timings related to tweets• Specific tweets, in relation to the companies we

are already having a tie-up• Wedding tips with images to attract eye balls

Results of the twitter Strategy

• 143 followers and 146 followings• A total of 24,000 points earned by the team of

5, as per the TDES point system• More hits were found in facebook page

60%25%

10%

5%

Age distribution

25-3030-4040-50>50

30%

70%

Marital Status

MarriedUnmarried

0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

5

FindingsCustomer behaviour of choosing a matrimony depends on:

• Brand of the matrimony• Advertising• Attractiveness of the website• Added services

Recommendations

• It should reduce its pricing• It needs to advertise on segmented way• Physical presence, wherever it operates is

necessary• Promotional and discount offers to its

customers

Limitations

• Brand promotions were done keeping the Bengali culture in mind

• The data made available to us, was interpreted to satisfy the customers of the Eastern region only

• Social media marketing was not helping in bringing sales

• Negotiations regarding tie-ups