CASE STUDY ASSIGNMENT

BM 2016-2018

ARUSHI
SAI SRIMOY SUKLA
SHRI RANG
SOUMITRA PANDEY
DHRUV
AJIT KUMAR S
SUDHAKAR
PULKIT AGGARWAL
NITANSHI AGARWAL

ISSUES
1.
2.
3.
4.
5.
6.
7.

Choosing the best growth strategy

Low market penetration
Low conversion rates (20-25%)
Possibility of bypassing flatpebble
Limited talent pool of photographers
Growing competition- Canvera
Untapped geographical locations

SOLUTIONS
1. EXPANSION TO INTERNATIONAL LOCATIONS :
Target only those locations that have high Indian disapora
Expenditure on photography is more
Online transactions more prominent in international
locations
Less capital intensive
Taking advnatage of forex
Providing authentic Indian experience by giving
access to Indian photographers
2. BEING A ONE

STOP SHOP FOR WEDDING :

Highly unregulated wedding sector (stats)
Highly lavish indian weddings
Customer ease as a wedding involves multiple tasks
Caters to the nuclear family trend
Personlised packages ar discounted rates
Multiple services: catering, beauty,venue bookings, pandit
service, decoration, logistics, wedding invitation,boutiques

3. BEING A CONSUMER CENTRIC COMPANY

Retaining customer base ensures a consistent and reliable source of
money
Would require diversifying wedding photography to cover other
services like birthday,etc
Need a remedial process for customer retention- ensuring and
guranteeing that the customer has a good experience ( some
penalty for the service provider in case of dissatisfaction)
4. BEING A PHOTOGRAPHER-CENTRIC COMPANY:
Photographers have multiple needs-

CRITERIA

1.
2.
3.
4.
5.
6.

Feasibility
Return on Investment
Competition
Time required
Market potential
Capital required should be low

RECOMMENDATION BASED ON
CRITERIA

PLAN OF ACTION
1. Identify all possible wedding services that can be enlisted on an online
portal
2. Priortize according to resources required and similiarity to currrent service
offered and give timeline to every service
3. Contacting all possible service providers- information can be collected from
websites like Canvera
4. Complement it with suitable ground presence- for example: stalls at
wedding fairs can be a good start
5. Develop customised packagae deals for customers based on their choices
6. Provide a personal expert for customers placing orders exceeding a pre
calculated threshold
7. Leverage exisitng marriage portals like shaadi.com to directly target
potential customers- for example: as soon as a match is found on such a
website, we can send a congratulations email giving them a limited time
coupon
8. Ensure incentives for online payment so as to overcome bypassing
problem