Read the below mentioned scenario and answer the questions that follow each case. The Indian Wedding Industry

In recent years, India is witnessing a new trend, which is making the entire world look at the country in awe.The trend is "The big fat Indian weddings". When Lakshmi Mittal, the steel baron, madeheadlinesnot forhis acquisitions but for his daughter's weddingthe world stopped and watched. The beauty of Indianweddings was also showcased in an English movie, "Monsoon Wedding".The Indian wedding industry is a whopping Rs. 1 lakh crore industry and growing at an annual rate of 30%. It is observed that people spend anywhere between Rs. 5 lakhs to Rs. 5 crores on weddings, on an average. There have also been instances of tax raids triggered by very high wedding spends in recent times.

With the transforming Indian economic scenario, the rising middle-class incomes, and with half the population under the age of 30, the demography also supports the industry. Industry pundits predict that the marriage market is set for a stupendous growth in the next five to ten years. On an average about 10-12 million weddings happen in India every year. The scale and grandeur, however, depends and varies based on the social and cultural factors. As diverse a country like India is, the customs and traditions followed in weddings are also varied. While culture and tradition still dominate how weddings are organized and conducted across the country, modern and contemporariness are also visible recent times. Most weddings are three-day events in India; in a few states it even runs up to five days. Traditionally,weddings are organized by the brides' familiesand partial to full expenses are borne by them. Indian weddings involve multiple events; most of them are pre- wedding events. Though it differs across regions, the most common are Engagement,Mehndi, Sangeet, Main Wedding, and Reception.

Emerging trends in Indian weddings:

1. High spends per guest, in terms of personalized invitations, hand-picked cuisine, and lavish take-aways.
2. Increased interests in dcor, food, and themes. Destination weddings are gaining importance, major attractions being Turkey, Europe, Maldives, Sri Lanka, Mauritius, etc. Use of colours in the dcor and multi-cuisine spread are a few interests.
3. The wedding planners do a lot of experimentation to carve a niche for themselves. A strategic blend of tradition-meets-contemporary is striking a chord with the Indians.
4. Growth of allied industrybeauty salons, jewellery, apparel, tourism, etc., is happening alongside
5. the growth of wedding industry.

Significance of Wedding Return Gifts

While return gifts form a part and parcel of all festivities in the country, wedding return gifts enjoy a unique significance owing to the sheer spend involved in the activity. Wedding take-away or return gifts are given as parting gifts to the guests who had attended the wedding as a gesture of thanking them for their presence. A huge amount is spent on return gifts across the country. Return gifts that are given during weddings and other auspicious events are commonly called asTambulya or Tambulam. It is also a common tradition across the country to give clothes as return gifts, especially to close relatives and friends. Modern weddings are beginning to witness unique gifts such as figurines of Gods/ Goddesses, wall hangings, jewel boxes, etc. However, the rich and famous do give expensive gifts that could range from silver ware to expensive watches, gold coins/figurines, etc.

About Wedtree.com

Wedtree.com is an online return gifts portal based in Chennai. The company was founded by the husband-wife team, Anand Krishnamoorthy and Brindha Padmanaabhan, engineers by profession. While Brinda handles the product and vendor development and their management, and stores, Anand focusses on marketing, sales, and administration. It was in June 2014 that the couple decided to quit their high-paying jobs, like many first-gen entrepreneurs in India and start wedtree.com with the saved funds. Anand says that the idea was to start a"one-stop merchandise platform/brand for wedding and personal events". They went onto build an innovative web and app-based portal and began by selling invitations, sarees, fashion jewellery, sweets, and gifts. It took them almost a year to reach an annual turnover of Rs. 1 crore. The business model is based around a web-based platform. For their website, the search engine is optimized for"Seer Bakshanam"and return gifts, which the founders believe has given them a core differentiating points.

In light of the above-mentioned scenario, answer the questions. The answers should be in context to the scenario given above. Generic answers will not be considered:

1. Write the company's Mission and Vision Statement.(5 marks)
2. Draft company's SWOTAnalysis.(5 marks)
3. Assuming few products/or product categories, Draw company's BCG Analysis. (You are allowed to
4. assume relevant products in the Four categories of BCG matrix)(5 marks)
5. Define and elaborate the levels of product for this business idea.(5 marks)
6. Describe the segmentation, target, and positioning for the said business idea or product or service.(5
7. marks)
8. Comment on the Online/Direct marketing model of the company. Elaborate in context of the marketing communication mix.(5 marks)
9. Identify potential competitors for this Industry.(5 marks)