Fest kart

Marketing Management Project

FESTKARTWe Value your Time

FK

FK

Company Collaborators Customers Competitors

ClimateSegmentationTargetingPositioning

Differentiation Marketing Mix Future Scope

We value your time

PROCESS FLOW

The Situation Analysis

• Company• Collaborators• Customers• Competitors• Climate

FKFKWe value your time

COMPANYFK

We value your time

• Click and Mortar company• Mortar Structure based in Coimbatore• Supply of Products for Festivals & Corporate events

Products Supplied

Company

DECORATIVE ITEMS

SPECIAL ITEMS

ADMINISTRATIVE ITEMS

FOOD SECTION ITEMS

FKWe value your time

Decorative Items Special Items Administrative Items Food Section

BalloonsFairy LightsRed CarpetChair LinenCandlesCandle holdersVasesDecorative bowls with dried flowers or fruitGlasswareCutleryServiettesThermocolDecorative papersRibbonsMirror Decorative hangingsTwineColor papersChartsCardboardsGlitter pens WhitenerFabric paintsGlittersBrushes

Costumes Accessory requirementsBasic toiletry itemsCertificatesLaminated ID cardsBadgesTrophiesProjectorsSpot lightsSmoke machineMementos

PensPen standsA4 papersScalesFevicol or gumErasersCello tapesStaplersPinsFiles and foldersParticipation kits

PlatesPaper cupsWrapper PapersStrawsSpoonsDish wash and scrubbersTissue paperSpecial glasses and glass covers for guestsMineral Water Bottles

COLLABORATORSFK

We value your time

Collaborators

Customers

Suppliers

Alliances

Wholesale suppliers

– Thermoshells (thermocol)– Suraj speakers (speakers and boxes)– Mahaveer novelty ( Electrical goods)– City book center ( stationery items &

decorative items)– Rajkamal enterprises ( Food items)– Vicky sports shop ( mementos)


CUSTOMERS

Market Segment – Fests and events held in colleges.

Target Market – Colleges in and around Coimbatore.

Benefits – One stop solution


Buying Process

• This is the buying process that a normal customer (college) has to undergo


Customer

Problem Recognition Search

Evaluation of

Alternatives

Purchase Decision

Post Purchase Behavior

The Customer Advantage

• All 4 steps of buying process are eliminated for the customer

• Fest Kart takes care of all the 4 steps• Customers can’t do impulse purchase as it is a

major event.• Cost benefit ( reduction in search cost, travel

cost)• Orders in short notice will be delivered in the

required time• The product movement will be notified to the

customer as per request


The Customer Advantage (Contd.)

• Customers can find info about us through – Banners in colleges during the event– Display ads in sites related to events and

functions

– Customized selection of goods and items– Latest trends will be available

• Theme fest (Formal, Party)


COMPETITORS

• Local vendors and suppliers• In – house inventory of items • Event management agencies• E Commerce Websites – flipkart.com,

myntra.com etc.


CLIMATE• Web based business models• Laws and regulations are still unclear in case

of e-business• Economic situation: Increasing transportation

& travelling cost


SegmentationTargeting

Positioning


MARKET ANALYSIS

SEGMENTATION

Geographic

Region wise: South

State wise : Tamilnadu

Behavioral

Occasions: Regular occasion, special occasion, holiday, seasonal

Benefits: Quality Service, economical, convenience, speed


TARGETING

Concentrated Marketing• Colleges in Coimbatore, Institutes and corporations• Colleges: Engineering colleges, MBA colleges, Arts and science

– Engineering Colleges – 70– Business Schools – 56– Arts & Science Colleges- 62

• Occasions: College functions, Department functions, B-school fests

• Benefits: Convenience, Speed


POSITIONING

For all the young event managers worrying about excess time consumed in going to several places searching for the necessary items, FestKart provides a one stop solution for all your renting and purchasing problems.


DIFFERENTIATION

• Clients don’t have to go to various places searching for the items required to carry out a fest.

• The materials will be delivered at the required place and on the required date.

• Materials can be returned and the money can be reclaimed provided the packaging is still intact.

• Clients can check the available products on our online website and can place orders.


The Marketing Mix

The 7P’s


PRODUCT

Differentiation/variety• The main differentiating point is that all the required

products for the occasion are provided at one place.• Product line includes a variety of the products from the

administrative items to the decorative items

Segmentation• Geographic and demographic, college ranking

Quality• The speed of delivery – Lead Time of 36 hours• Conformance quality – consistency in delivering


Features• Click type business• Ubiquity• Personalization/Customization• Disintermediation• Search cost reduced• Transaction cost reduced

Brand Name• Fest Kart- We value your time• Value Proposition: Delivery Speed, All under one

roof


Packaging and Sizes• Customized Packs as per customer requirement• Bulk purchases and limited purchases are available

Warranties• Unused materials can be returned and the money can be

reclaimed provided the packaging is still intact (not applicable for perishable goods)

Returns• Revenue from Sales• Revenue from Ads in our website


PRICE

List Price• Each product is priced at MRP• For services to be fast tracked during last minute requirements,

a small charge will be taken• Delivery charges have to be met by the customers

Discounts• Discounts are provided while opting for combo packs

or while buying a bulk amount

Payment Period• Cash on delivery • No credit terms allowed


PROMOTIONSOnline Promotions• Search engine optimization• Emails – With Catalogue• Branding perspective: Video (You Tube), Display Ads, Facebook Community• Alliance with www.nammabooks.com for display Ads

Offline Promotions• Direct Marketing and Event Marketing:

– During functions held in various colleges• Distributing pamphlets, branding the cups and items with FestKart’s

logo and details• Brochures & Catalogues – Rs. 20 per catalogue• Display Banners of 7*5 feet – Rs. 350 per banner• Word of Mouth • Offers will be provided for regular customers


PLACE

• Click and Mortar • Web address & Contact Number• Physical Location: Warehouse in

Coimbatore at Ramanathapuram


PROCESS

• Customer can contact us through mail or phone

• Items required by the customer can be ordered through the site

• Product will be taken to the customer within the stipulated time

• Payment is cash on delivery basis


PEOPLE

• Employees : Driver for delivery service• Management: Team of 5 members• Culture: More of customer centric in nature

Customer Service• Customers can contact us via mail or phone• Door delivery / On site Delivery


PHYSICAL ENVIRONMENT

• Physical Location: A storage unit in Coimbatore

Dynamic Website• User friendly website with wide range of catalogue

availability for the customers• Option for customization • One stop for all the fest needs


FUTURE SCOPE

• Expansion to locations near to Coimbatore – Palakkad, Pollachi, Erode

• Implementing Payment Gateways• Household functions• Birthdays, Marriages, Funerals, Parties• Maturing into an Event Management firm

