Down the aisle, luxury and exclusivity

    • Università: SDA Bocconi Asia Center
    • Docenti:

      Sandro Castaldo

    • Studenti:

      Siddhi Pardeshi, Neha Gera, Snehal Mahajan, Gurashish Singh, Dharal Shah, Kabir kulkarni

    At Down the aisle, we are committed to provide superb customer satisfaction as our number one priority. Our mission is to provide comprehensive, professional and stress-free bridal services at an affordable rate. Our bridal store with a touch of class as well as pragmatism forms the hallmark of our design. Our distinctive selection of luxurious, classic, stylish and sophisticated gowns by professional designers aims to reflect one’s personality and unique style. Our pre-wedding photography is a contemporary and natural in which most couples seek. Everyone at Down the aisle will remain deeply committed in bringing our customers the finest to make their wedding a lasting memory.

    Market analysis

    The market needs for wedding planning services are strongly shaped by the customer’s desire to have a perfectly planned      and executed wedding ceremony. Although both major customer segments, brides and grooms and family members, plan and budget for the wedding ceremony as far as a year or more in advance, most of them often realize that they cannot make all the necessary preparation by themselves in a cost-effective manner.

    Targeting

    Demographic:

    • Major target customers are Indian Brides and Grooms.
    • The targeted age group is 25-35 years of age. We will mainly focus in wedding attires and target the millennials who are the brides-to-be.
    • Since will be offering attires from basic to luxury, the income level will be middle to high. The customers will be highly educated and mainly live-in tier 1 and tier 2 cities.

    Lifestyle/Psychographic:

    • The target consumers will mainly belong to major metro cities.
    • The consumers love spending and believe in conspicuous consumption
    • Their interests include shopping, watching movies, activities like yoga or any form of exercise and cooking. They are health conscious as well.

    Behavioral:

    • The target consumers are users of social media platform and are aware of latest wedding trends.
    • Platforms like Pinterest, Snapchat, Facebook, Instagram are the major source of inspiration while planning their wedding.
    • They love to read magazines and watch TV reality shows.
    • They are well aware of latest exhibitions and events happening in the city. They are attracted towards technology and prefer quality customer service and loyalty programs

    Store location

    • The store will be located at Sector 8 in
    • People here are less price-sensitive with a higher amount of disposable income on average.
    • People in this city tend to celebrate their weddings in a grand way Chandigarh has easy connectivity with states like Punjab, Haryana and Himachal Pradesh which would attract more people from those states Average rental values
    • Engaging with consumers directly through local partners as it's a small city.
    • Better infrastructure and connectivity than other T2 and T3 cities.

    Communication

    Prior to the main launch, an invite will be sent out to major designers /online influencers of the city to come to the store and experience the concept of Down the Aisle. The recommendations and reviews these bloggers and influencers post on their page will act as a catalyst to our presence thus increasing our fame and reach. Along with this, targeted ads through social media to inform our potential customers about the store and its services. Renting out a billboard in a high traffic zone of Chandigarh to advertise the opening of Down the Aisle and Targeted emails and text messages to our customers to inform them of offers, discounts and new services would be some of the measures taken.

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