Great Indian Carnival

Created by:

Santosh Lal

Marketing mix strategy adopted by different companies in Diwali.

Before even Diwali festival begins the market is ripe for different companies like jewellery merchants to draw the customers attention, as thats the time when they start shopping for the festivals.

Here we can see ,even during the pre Diwali period, particularly during Dhanteras, Companies like PC Chandra begins their campaigns with special offers and prizes for shoppers to increase their sales.

Smallest of household item like an agarbatti sees an increased sale, thus its an a great opportunity for them to capture the market.

Lunik Fireworks

Key features of the product:

Fail proof product

Safe for children

Segmentation : (Geographic)the product will be Only up for sale in Kolkata market, though the company has the plans to get established as a big brand in future.

Target: the Non Bengali Population of Hindus, Sikhs and Jains are the primary target. Jains and Sikhs have been seen to observe this festival equally enthusiastically like Hindus and belong to the richer category of the society (generally) in Kolkata. They are known to go for higher priced products due to the psychological perception of the product being good and ’SAFE’

Positioning: The GBS firework will be positioned as a safe product for everyone including children. As a marketing strategy it will be deliberately showcased and advertised as an expensive but quality product to create an USP among the richer class of the society

Budget :

GBS brand fireworks is a new and a local brand, targeting only Kolkata. The primary target is to make people aware of the brand and its quality.

The Budget has been kept at Rs. 3,90,000

IMC strategy

Mode selected for IMC strategy are:

Advertisement

Direct selling

Advertisement

Media selected for advertisement are:

Print media – ads would be given in Prime Hindi Newspaper like Sanmarg for 3 days before Diwali. Budget for this is Rs. 3,00,000

Display media: Out of House hoarding. This would be displayed at all the popular shopping markets (local bazaars) like Burrabazar, etc. Focussing especially on non- Bengali areas. Budget for this is Rs. 50,000

Direct selling

GBS Fireworks would have their stalls at Prime locations to sell the product.

These stalls will be located at prime locations of shopping like Shopping areas, fairs that are organised before Diwali like one in Ice skating rink, etc.

A Budget of Rs. 40,000 has been allocated for this.

Thank You