THE PERFECT BRIDE

OVERVIEW OF THE SERVICE

“Perfect Bride” is a service firm which helps the would-be brides or girls
who are about to get married to learn and train themselves to better
adapt to the change that they are about to witness in their lives.

We conduct sessions where in girls are trained in various aspects of

married life like:

 Inter personal relationship handling

 Time management
 Personal grooming
 Fund management
 Inter cultural training
 House hold learning

We also provide services of wedding planner which will take care of all
the activities of the wedding including decorations, various rituals
planning, guests handling, caterers, venue handling, wedding couture,
bridal make up, etc.

One of the striking features of our service is that we give inter cultural
training to girls having inter caste marriages where in we train them in
various aspects of the new cultural that they are being married into like
dress, food type, rituals, language, etc.
STAGES OF NEW SERVICE DEVELOPMENT

IDEA GENERATION
The new service development process starts with the search for ideas. New
service ideas can come from customers, competitors, employees, interacting with
various groups or top management.
There was a brain storming session conducted by the company with the top
management discussing about various customer requirements. Various informal
sessions were also conducted where customers talked about their needs and
wants. Thus various ideas were generated.

IDEA SCREENING
The basic need for idea screening is to eliminate poor ideas as early as possible
because with each service development step, the cost of development rises.
All the ides were submitted to the idea manager which was then reviewed by the
idea committee. The ideas were then divided into groups of promising ideas,
marginal ideas and rejects. The idea in the group of promising ideas was then
researched by the committee. The committee reviewed the idea against set
criteria like:
a) Will the service meet a need?
b) Can the service be appropriately advertised?
c) Does the company have enough capital for the service?

CONCEPT DEVELOPMENT

In this stage the service had to be described in detail. The company needed to
develop a concept about the service to describe it to its customers
To develop a concept for this service the company had to think about many
questions like- who will use this service?? Teenage girls or would be brides.
Second, what benefit will it provide them? Better adjustment after marriage or
experience sharing about married life. Third, when will people use this service?
After being engaged, after graduation or after marriage.

After considering various questions for developing a concept for the service, our
company finally formed the concept of “an opportunity for would be brides who
want overall knowledge and experience sharing about marriage life for leading a
happy married life.”

CONCEPT TESTING
Concept testing involves presenting the service concept to appropriate target
customers and getting their reactions. The more the tested service resembles the
final service, the better it is.

Concept testing involved elaborating the customers upon the concept of the
service and getting their reactions and acceptability of the service.

We elaborated on the concept as providing services that will help girls who are
about to get married to learn about the various aspects of being married and
leading a happy married life by training them on handling relationships, time
management, personal grooming, adapting to new cultures in case of inter caste
marriages, wedding planner and many more.

BUSINESS ANALYSIS
After the management developed the service concept and tested the feasibility of
the service, it prepared a sales, cost and profits projections to analyze the entire
service.
Estimating total sales:

Sales in term of this service would mean as to how many people avail this service
and enroll for such programs. This is a repeated purchase service i.e. people keep
getting married and thus customers demanding such a service will not go down to
zero. So sales are estimated to be favorably good in this kind of a service.

Estimating costs and profits:

The initial cost of this service would include the cost of advertising and marketing
the service, hiring teachers and experienced work staff to train the people who
enroll and collaborating with various people who will be needed to ultimately
plan the wedding for their clients.

Profits are expected to be fairly good because as in a country like India where
people spend lavishly for weddings, profits are expected to be good over a period
of some time.

MARKET TESTING

After the management was satisfied with the concept of the service and the
business aspect of it, they decided to go for market testing where the consumers
are offered the product and its acceptability can be checked.

We went in for alpha testing where we tested our service within our organization.
We went to few of our friends and one of our relative who were about to get
married and explained them about our concept. The customers we approached to
were quite excited about this service and wanted to enroll for it.

COMMERCIALISATION
Now is the time to finally launch the service in the market. Before the service is
launched in the market, several decisions are to be taken like:
WHEN: This involved deciding upon the market entry timing. As this is a very new
service concept which does not exists, we will surely enjoy the first mover
advantage by way of grabbing key distributors and customers.

Secondly, we have decided to come out with this service in the month of
September, as this is the time when the wedding season which is considered
auspicious in our country is about to start. Thus it will be a good time to start this
service.

WHOM: Our target customers will be upper middle class and upper class society
people who can afford to and will be willing to spend lavishly at weddings.

WHERE: During our initial launch, we will be starting up with our service in Delhi
and Mumbai which are big metropolitan cities and have population who might be
willing to avail such a service.

HOW: this decision basically includes how the service will be launched. It requires
deciding upon the marketing strategy and promotional techniques of launching
the service in the market. The marketing strategy has been explained in terms of
the following:

PRODUCT: Our product is basically a service that provides would-be brides with
a detailed learning experience about the new life they are about to enter. It
provides services like relationship handling, fund management, time
management, personal grooming and wedding planner.

PLACE: We have decided to start our service in metropolitan cities like Delhi and
Mumbai where the population will be willing to spend on wedding planning and
learning courses.

PRICE: The price list for our services is as below:

We have courses in:

Relationship handling: Rs. 6000 for 15 classes twice a week

Time management: Rs.4000 for 10 classes twice a week
Fund management: Rs. 4000 for 10 classes twice a week
Personal grooming: Rs.7000 for 15 classes twice a week
Wedding planner: as per requirement
Household learning: Rs.5000 for 10 classes twice a week
Cross cultural training: Rs.4000 for 19 classes twice a week

Entire package cost without wedding planner: Rs.25000 + taxes as applicable

Entire package cost with wedding planner: Rs.25000 + cost as per wedding
requirement+ taxes as applicable

PROMOTION:
The various promotion techniques that will be used for promoting the service will
be:

1) Newspaper advertisement in matrimonial section of the newspaper

2) Online marketing on matrimonial sites like shaadi.com and vivaah.com
3) Promotion by setting up stalls at wedding exhibitions like Vivaah, bridal
asia,bride and groom,etc
4) Printing ads in wedding magazines
5) Radio jingles
6) Printing brochures and pamphlets
7) Advertising at various popular beauty salons

PEOPLE:
Our services will be provided by people who have been specially trained to
provide relationship counseling, cross cultural training incase of inter caste
marriages, time and fund mangers who will train clients, interior decorators and
planners for wedding planning.
PHYSICAL EVIDENCE:
All the members who enroll for our service will be given an automated i-card
which will serve as an identity proof for them and which can be used for entering
personal data on our website, any personal queries and will also be used to track
class records and take back up classes.

PROCESS
The entire course will be conducted by experienced trainers who would create
real life situations for clients and then teach them and help them deal with
situations.

Practical learning sessions will also be conducted for personal grooming sessions
which would include cooking classes, personal make up sessions, etc.

For the purpose of relationship handling, counseling sessions and open

discussions will be conducted where personal queries can also be taken.
MARKETING PROJECT

SUBMITTED TO: Mrs. Vibha Arora

SUBMITTED BY: Swati Arora

09BS0002500
Section A