Marketing Plan

Topics: Marketing, SWOT analysis, Strategic management Pages: 35 (4627 words) Published: April 20, 2015
Marketing Plan for
Sabyasachi Bridal Wear

Research Paper
at Hof University
Department of Business Administration
German Indian Management Studies

Submitted to

Submitted by

Prof. Dr. Stefan Wengler

Vinisha Muvvala

Alfons-Goppel-Platz 1

Dr no:2-4-23/5,sec-9

D-95028 Hof

MVP Colony,Vizag

Germany

India
ii
Hof, January 7

th

2014
Visakhapatnam

Executive summary
The product which I chose for my marketing plan is “Sabyasachi Bridal Wear” . Sabyasachi is a label name of Sabyasachi Mukherjee who is a noted Indian fashion designer from Kolkata. He has designed costumes for Bollywood films such as Guzaarish, Raavan , English Vinglish, Babul, Laaga Chunari Mein Daag, etc. Sabyasachi‟s design philosophy is “Personalised imperfection of the human hand ”. His unique contribution was the use of indigenous methods like Bandhani , Gotawork, Block Printing, Hand dyeing in construction of modern Silhouettes .

This paper portraits a marketing plan for the product bridal wear . This can be suggested by evaluating the global bridal market and the domestic bridal market and then categorising it into different segments and then analysing the bridal wear market globally and nationally . This paper also suggests some changes in marketing plan in order to expand its business all over the world.

All the relevant data obtained in this study is by reading the reviews in various magazines, blogs in internet and some particular websites about the company, competitors, etc.

2

Table of Contents
Executive summary ..............................................................................................................................2 1. INTRODUCTION .............................................................................................................................. 1.1 Research problem .................................................................................................................... 6 1.2 Research objective ................................................................................................................... 6 1.3 Structure of research paper ..................................................................................................... 6 2. COMPANY ANALYSIS ...................................................................................................................... 7 2.1 About Sabyasachi....................................................................................................................... 7 2.1.1 Creative Expansion...................................................................................................... 11 2.1.2 Awards and Recognitions................................................................................................ 11 2.1.3 Product Portfolio .............................................................................................. ...........11 2.1.4 Revival Initiatives ...................................................................................................... 12 2.2 About Sabyasachi Bridal Wear.............................................................................................. 15 2.2.1 Design Philosophy......................................................................................................16 2.2.2 Customer Requirements.... ........................................................................................ 17 3. Market Analysis ............................................................................................................................ 18 3.1 Market segmentation............................................................................................................. 18 3.2 Relevant market ..................................................................................................................... 19 3.3 Market Description ..................................................................................................................
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