Shubham: Executive Summary

Shubham Marketing Management
EXECUTIVE SUMMARY
In the past recent years, market trends have changed tremendously. Today,
people prefer more lavish and comfortable lifestyles and luxuries play a crucial
role. This has given rise to many new industries and the older formats have
taken new shapes. Another such rapidly growing industry is the matrimonial
industry. Everyone -- from those in entertainment to décor (as wedding
planners); beauty clinics, cosmetic giants, travel, and tourism; even matrimonial
web sites and bureaus -- are making money out of marriage.
The Indian wedding market is currently estimated at Rs 70,000 crore. The

matrimonial services saw a growth rate of 37% in India last year. This growth is
not only because of the high society weddings, but even the middle class
families are ready to spend on good services. The minimum budget spend on
a wedding varies from Rs 10 lakh (Rs 1 million) for medium size weddings to the
upper middle class segment which go beyond Rs 50 lakh (Rs 5 million).
Online matchmaking is on the verge of a boom in the country, with over four
million Indians subscribing to matrimonial search on the Internet, according to a
survey by Internet. While scores of browsers have found their life partners
through the World-Wide-Web, it has also accounted for several cases of fraud
and mismatch.
Our parent company, Hindustan Media, started in 1924 and is an established

brand in North India. On financial front, HT Media has posted a net profit of
Rs.27.3 crore for FY05 to total income of Rs.633.6 crore. Currently, Hindustan
Times is only in the matrimonial industry through newspaper matrimonial
advertisements and has not taken up the matrimonial bureau/website services
on a larger scale.
Our secondary survey, conducted by research on the Internet, gave an overview

of the increasing spending power even in the middle and upper middle-income
groups and the major entrants in matrimonial bureau services.
Fashion Retail Management 1

Our primary survey began with visits to various matrimonial bureaus. Mr.
Ummang Sharma Zonal Head (North) of Shaadi Point gave us an overview of
current market trends and figures in this industry. He further explained and
justified the way Shaadi Point conducts business through their franchise model.
Similarly, we interviewed Mr. Swarup Das, Marketing Head, Sycorian and Mr.
Regain Lyngdoh of TimesMatri. They explained the different aspects of
functioning of their respective companies and the products and packages offered
by them. Mr. Swarup also told us how consumers perceive the online match
making as unreliable as it has no/low cost registration and people try to get into
friendships and dating rather than marrying. This also matched our secondary
data of fraud cases through such matrimonial websites.
We observed that all online models have similar prices whereas reputed and
trustworthy offline models have varying prices depending on the type of services
provided by them. The highest prices were offered by Sycorian, which targeted
the upper income group.
We then conducted a survey on people of the marriageable age or having family

members of that age. (Sample Size=100) through a questionnaire, aimed to
confirm and support the “unreliability” factor in case of Internet match making.
We also found that there was a need gap when it came to a trustworthy marriage
bureau with quality services and packages with nominal prices. People also look
forward to personalized services when it comes to a marriage bureau.
We have come up with our marriage bureau Shubham, an SBU of a reputed

publication house, Hindustan Media. Shubham has targeted the market on the
basis of Demographics, Geographics and Psychographics. This way it’s catering
to people who fall in the middle and the upper middle-income group, staying in
all parts of Delhi only and who looked forward for trust worthier, reliable and
value for money services.
Though there are unorganized marriage bureaus and other low priced options in
this regard, but they do not offer additional services and the perfect wedding
ambience in their centers. In addition to the above, Shubham would getting the

backing of reputed HT Media, which would also provide concessions upto 30%
to all clients to place their matrimonial advertisements.
Shubham would represent itself through three types of positioning.
Firstly, through Attribute positioning where it would advertise itself to be a sister
concern of a reputed publication house, HT Media, which has been into
existence since last 100 years. This would build up a kind of trust as people can
relate to Hindustan Times.
Secondly, through User positioning where Shubham would focus on the trust
and reliability factor of its organization and would build a personalized and
comfortable environment in all its centers.
Thirdly, it prefers to go through Quality or price positioning. This way Shubham
would communicate its value for money benefit to consumers as it has a wide
variety of packages on nominal charges.
In short,
For aspiring brides/grooms in the mid income and upper mid income segment
Shubham is a one stop destination for matrimonial search that offers a
complete range of services with a personalized touch and full privacy to its
esteemed customers because Shubham believes that their customers’ trust in
them is their power to work.
Shubham by-line would focus on the trust factor:
“Your trust in us is our power to work”.
Shubham’s pricing strategy would be based on the objective of market-
penetration pricing as the wedding market is highly price sensitive and the final
prices would be based on the Psychological pricing so as to relate to the
auspiciousness of wedding occasions in Indian culture.
Shubham promotional mediums would include HT City, yahoo website, Local
cable channel and Theatres and the investment in these sectors would vary from
time-to-time.
On the other hand, our distribution network would include our website,
www.shubham.com, 3 Shubham centers and our internal Telemarketing
department.
After finalizing on the each and every aspect of our organization, Shubham, we
have been able to obtain a break even in 18 months for Lajpat Nagar outlet and
12 months for outlets in Pitampura and Paschim Vihar.

INTRODUCTION
THE MATRIMONIAL INDUSTRY
Indian wedding industry is swiftly turning into a mega billion-rupee industry. The
Indian wedding market, which is currently estimated at Rs 70,000 crore, is set to
grow at 25% annually.
Everyone -- from those in entertainment to decor; beauty clinics, cosmetic giants,

travel, and tourism; even matrimonial web sites and bureaus -- are making
money out of marriage.
The much-hyped marriage of business tycoon Lakshmi Mittal's daughter is
testimony to the fact that the wedding market in India is booming. Thousands of
other rich people too are planning lavish ceremonies, with the help of wedding
managers. And it’s not just high society, which is going in for it, but with spending
power increasing, the trend is being seen in middle class families too.
The minimum budget spend on a wedding varies from Rs 10 lakh (Rs 1 million)
for medium size weddings to the upper middle class segment which go beyond
Rs 50 lakh (Rs 5 million).
While Indians want to get married abroad in foreign locations, NRIs want the
Indian touch and are planning destination weddings in places like Udaipur and
Jaipur.
It is a sort of chain reaction, which percolates down. With income levels going
up, the changing trends in middle class are visible prominently. They also want
to try and match the royal wedding arrangements in areas like decor, ambience
or cuisine and are ready to spend for the best available.
A few years ago, the whole idea of hiring a wedding coordinator was illogical and
absurd. But now, the mindset has changed. Everyone wants to make a style
statement. The change has come not just in style, but everything else connected
with a wedding -from gifts to the trousseau, even honeymoon destinations.
Wedding exhibitions like Vivaha and Bridal Asia are also becoming common,
where designers and corporates from all over the world showcase their products.
Specialized magazines catering to the needs of families having a wedding are
quite popular.

Through these kinds of wedding exhibitions some niche players have found
ready and accepting markets. These players include:
1. Bovet: This Premium Swiss watch company is launching its artistic range
in the Indian market for the wedding season. Their range starts from Rs. 3
Lakh.
2. International Cosmetic brands like Dior and La Prairie have come up
with special attractions.
3. Tourism companies of Australia, Malaysia, Mauritius and Star Cruises
are designing Special Honeymoon packages.
4. Jewellery companies like Tanishq are going more with the trend of
International and Ethnic designs with the use of Kundan, Diamonds and
Polki.
5. Niche categories like Chocolate, Candles and Gift Packaging have also
found acceptance in the market with their innovative ideas.
6. Concept of theme weddings has come up with upcoming Wedding
Planning Companies.

MATRIMONIAL (MATCH MAKING) AGENCIES IN INDIA
The matrimonial services saw a growth rate of 37% in India last year. In India,
the majority of the people get married between the ages of 18-32, which
constitutes 54% of our population.
Online matchmaking is on the verge of a boom in the country, with over four
million Indians subscribing to matrimonial search on the Internet, according to a
survey by Internet and Online (IOA), an industry trade organization. Some of the
companies in this category include www.shaadi.com, www.timesmatri.com,
www.jeevansathi.com, and www.bharatmatrimony.com.
While scores of browsers have found their life partners through the World-Wide-
Web, it has also accounted for several cases of fraud and mismatch.
There have been cases where students have been caught using online
matchmakers like www.shaadi.com (a portal which now claims to have over two
million registered members and close to 100,000 success stories), by cheating
US based girls by declaring their fraudulent data.
Offline matchmaking however, is considered more reliable and personalized as

the dealings always take place face-to-face and not on a virtual level. They are
lesser cases of fraud. Some of such agencies include Shaadi Point, Sycorian,
BharatMatrimony and other unorganized players.

COMPETITORS
Every business takes place in a highly competitive, volatile environment, so it is

important to understand the existing competitive scenario and the main market
leaders and players. Similarly, our parent company HTMedia needs to
understand its main competitors in the matrimonial industry before setting up its
SBU, Shubham. It further needs to study their positioning, targeting and the way
they operate and then identify the need gap in the market.
There are two basic types of models that are operating in marriage bureaus.
1. Online models: Companies like Shaadi.com, JeevanSathi.com,

Bharatmatrimony.com, timesmatri.com operate under this kind. Here their
clients can register online through nominal/no charges. The profiles are
exchanges online by the clients and further packages and services can be
availed online.
2. Offline Models: Companies like Sycorian, Shaadi Point and
BharatMatrimony Centre operate through outlets. This is a more
personalized form of providing services wherein the clients approach the
company officials directly and the client servicing department registers
them, creates profile and exchanges with its other clients in a more
personalized and organized manner.

SHAADI POINT
Mr. Anupam Mittal founded PeopleGroup in 1997. The 100 crore conglomerate
today has services as Shaadi.com, Shaadi Point, Shaadi Times, Fropper.com,
MAUJ (Telecom services), PEP Management (Event Management) People
Pictures (Film Production).
In 2004, Shaadi.com launched Shaadi point with the goal of helping non-Internet
users (primarily parents) get the advantage of online match making. It is a
brick-and-mortar version of the portal, Shaadi.com that provides a host of
services including access to a database of eligible singles in the country. Shaadi
Point had set up its first centre at Dadar. Today, it has around 85 centers spread
across 45 cities of India and with each Shaadi Point center is connected to a
central database of prospective brides and grooms. They follow the franchise
model for operating throughout the country.
Positioning: Shaadi Point is a chain of Matrimonial Service Centers positioned

as “to help parents find a life partner for their son or daughter”. While on
Shaadi.com, 75% of the members are people looking for matches for themselves
and 25% are parents looking for matches for their children, at Shaadi Point the
services have been developed keeping parents in mind. Their focus is on
parents looking for matches for their children and they expect 75% of our
business to come from them.
Target Market: Shaadi Point registers maximum cases in the age group of 18-
32 years, which is their core target market. But the maximum age may vary even
up to 65 years.
They have Advisors to search through the profiles of the prospective brides and
grooms registered on their database to find their matches. Apart from
matchmaking Shaadi Point offers a range of marriage related services like
Astrology, Matrimonial meets, Pre-marital Workshops, Swayamvars (A platform
for the prospective bride/grooms to get together, introduce themselves to each
other and interact. This way they can search for their right partner.

SYCORIAN MATRIMONIAL SERVICES

Sycorian is a professionally managed matrimonial company lead by Sycorian
Commercial Ltd. The company caters to the matrimonial requirement of a large
number of people in India and abroad since 1996.The company has only one
office in Safdarjung Enclave, New Delhi. The office is well equipped and
furnished in around 2500 sq. feet area managed by a team of about 100+
members.
Branding Strategy: Sycorian is a French word, which means a White Elephant

that is considered auspicious during the wedding phase of a prospective
bride/groom.
Target Market: Sycorian targets the upper income group of society and have
designed their packages and its prices to suit their needs. Their pricing strategy
keeps in mind that people are ready to spend any amount if they get quality
services. The Company does not have a fixed age target market because they
believe that marriageable age has no bounds and have registered cases up to
82 years of age.
Sycorian operates under different banners, such as, Bibaha Bandhani, Astral,
Nikah, Laawan Pheren, Progessive, Ridhi Siddhi, Arihant, Shristhi and India
Matrimonail. These are their internal divisions only to segregate work in different
departments they operate in.
Services: They have five types of Packages, each catering to varying

requirements of each client.
1. Basic
2. Confirmed
3. Meeting Service
4. Confidential
5. Premium
They also operate through www.sycorian.com, wherein they register the client
for their services without displaying their profile on the web. Through this site,
they basically help their distant and NRI clients finding a match.

BHARAT MATRIMONY
BharatMatrimony Group’s maiden venture BharatMatrimony.com Pvt. Ltd., was

established in 1997 and since then the company has developed competency
and a business model to provide services both online and offline. The company
is lead by a team of 300 members. In India, the company operates through
offices in Delhi, Chandigarh, Lucknow, Jaipur, Ahmedabad, Indore, Kolkatta,
Mumbai, Pune, Hyderabad, Bangalore, Vishakhapatnam, Calicut, Chennai,
Pondicherry, Trichy, Thanjavur, Madurai, Cochin, Coimbatore,
Tiruvananthapuram and Guruvayur. BharatMatrimony also has presence in USA,
UAE and parts of South-East Asia.
Positioning, Targeting and Segmentation: The group’s offline venture

“BharatMatrimony Centre” is positioned as “The worldwide marriage bureau”. It
basically caters to customers who do not have access to the Internet and are
looking in for a trustworthy brand that can provide quality service. But the offline
venture is not having a complete coverage all over India. For instance, even in
Delhi, they have one corporate office that looks into online services only.
BharatMatrimony has a different way of segmenting their customers i.e. on
community basis. They have websites like bengalimatrimony.com,
Hindimatrimony.com, punjabimatrimony.com, marwadimatrimony.com etc.
Services: Apart from websites for different communities, they also have come
up with online services like counseling, Astrology, Mobile matrimony, Desi-Match
(America’s match making publication for their NRI clients). They also organize
Swayamvaram as other matrimonial websites.

JEEVAN SATHI
Mr. started this Naukri.com group venture in the year. The company’s corporate
office is in Noida and operates three sites i.e. www.jeevansathi.com,
www.naukri.com, www.99acres.com. Jeevansathi’s byline “Meet your match”
provides only online model of matrimonial services wherein the clients can
register online, enter profiles, avail services and get response from other
prospective brides/grooms. They segment their clients on the basis of
Community, Religion, Country and City.
TIMESMATRI
TimesMatri is a division of Times Of India Group. It started off on November

2004 by Mr. R. Sunder. The division was started with the goal of strengthening
the company by entering into matrimonial services. They follow the offline model
of matrimonial services and have free online registrations. They also have
services like Print Ads, Wedding Catalogues, Swayamvar Tours. Print Ads is
used to place matrimonial print ads online, Wedding Catalogues provides
contact numbers of all the wedding services like venues, flower arrangements
etc. and Swayamvar is a tour organized to provide a platform to the prospective
bride/grooms in the city to come together, introduce and interact with each other
with an aim to find the right partner.
They segment their clientele on the basis of Religion, Mother Tongue, Country
and Education.

NEWSPAPERS
Newspapers like Hindustan Times and Times of India also publish their
additional newspapers for Matrimonial Advertisements. These newspapers do
not have any personalized touch to their services and their services include
exchanging profiles only. No further support is provided.
MARRIAGE BUREAUS IN THE UNORGANISED SECTOR
There are many small marriage bureaus in the city, which operate through small
outlets or even home targeting the lower middle and middle-income group. On
the other hand, these marriage bureaus do not provide any additional services
apart form exchanging of profiles. They do not work in any organized manner
and there is a risk of unreliability through unrecognized bureaus.

ABOUT THE PARENT COMPANY:
HT MEDIA:
HT Media is promoted by Hindustan Times Ltd. (HTL) and is the second largest
print media company in India in terms of daily newspaper circulation. It has two
daily newspapers, Hindustan Times in English and Hindustan in Hindi. The
media operations of HTL were transferred to HT Media in 2003.
Hindustan Times was started in 1924 and is an established brand in North

India. In addition to the newspaper the company also has a news Internet site
and publishes two Hindi magazines- Nandan and Kadambini.
On the newspaper front there are approximately 1907 daily newspapers

published in India where newspapers in vernacular languages comprises 49
percent of the total newspapers, followed by Hindi (42.1 percent) and English
(8.9 percent). Newspaper readership is expected to increase as the literacy
levels increase and poverty levels decline.
HT Media publishes Hindustan Times in six editions: New Delhi, Patna,

Lucknow, Ranchi, Kolkata and Mumbai. Hindustan Times has net paid up sales
of 1.19 million copies per day and has the largest circulation among English
dailies in and around Delhi. Hindustan is published in four editions: Patna,
Ranchi, Lucknow and Delhi and has net paid sales of 0.98 million copies per
day. It is the third largest circulated Hindi daily in India.
The brand “Hindustan Times” is well recognized in the media industry and brings
in credibility and offers competitive advantage to the company. This helps HT
Media to attract higher ad-spend, better rates and more attractive business
arrangements than its competitors.
HT Media’s advertising revenue constituted 77.8 percent of total revenue while

circulation revenue constituted 19.8 percent of the revenue. HT Media’s
presence in Delhi and Mumbai will help it attract maximum advertisement
revenue as they are critical markets for most advertising campaigns.

HT Media has India-wide network of journalists led by strong editorial teams,

which consists of 1100 persons. Journalists and editorial team have won
numerous industry awards and are well recognized for their work.
The company has also started a virtual clone of the daily edition of Hindustan
Times on Internet called ePaper.
ONLINE PRESENCE
 HindustanTimes.com
 HindustanDainik.com
 HTCricket.com
 HTTabloid.com
 HTClassifieds.biz
 HTTenders.com
 HTPace.com
 HTNext.com
Due to large size of the HT Media’s print business they are able to benefit from
economies of scale which include productivity of large printing facilities, nation
wide coverage of marketing teams, favorable newsprint supply contracts and
scalable IT infrastructure.
On financial front, HT Media has posted a net profit of Rs.27.3 crore for FY05 to
total income of Rs.633.6 crore.

ABOUT IT’S SBU UNIT, SHUBHAM
After seeing the overwhelming response of customers on Hindustan Times’

classified ads for matrimony and the growing Rs. 70,000 crores wedding
industry, HT Media thought of expanding its customer base. Ht Media found that
the needs of the people wanting to get married were not fulfilled in a satisfactory
manner by the websites or small-scale marriage bureaus in Delhi. It was found
that there were still many people who did not want to get registered to
matrimonial portals, as they could not trust them. This is due to the fact that
these portals offer registration at no/nominal charges, which solves more the
purpose of online friendship for many people rather than serious marriage
involvements.
Also, those bureaus that provided matchmaking service were either too costly
(their packages reaching Rs. 1, 00,000) or the others were not providing quality
and variety in their services.
To fill this gap, HT Media has come up with its very first marriage bureau,
Shubham, in Delhi that targets the middle and the upper middle income group
who either does not have net access or do not find marriage portals trustworthy.
The very same group seeks a variety in the match making service right from
exchanging profiles of aspired brides/grooms to wedding planners and even
honeymoon packages.
Shubham will benefit from the already existing Hindustan Times’ brand name
and the discounts it will get on advertising on its classifieds paper.

SOME COORPORATE INTERVIEWS
SHAADI POINT
The first corporate interview that we took was of Mr.Umanng Sharma who is the
zonal head –North of Shaadi Point. He told us about the market size of
Rs. 70,000 crore. In India there are 3 ways people through which people go
about searching the right match:
 Pundits
 Marriage bureaus
 Online formats
According to Mr. Sharma, sometimes people don’t prefer using the portal way of
finding the match as they don’t feel secure by letting the details of the person in
question to be on the internet as it can be used for wrong means.
So for that they offer offline model also. It was established in 1997.
They registration fees start from Rs. 1100 and goes upto Rs. 21000 depending
on the type of service the client is looking into. But these services are only
restricted to match making. They have simple membership packages like:
o 3 months Rs. 1651

o 6 months Rs. 2051
o 12 months Rs. 2751
For the offline model they have 85 outlets in 43 cities through franchisees, which
are in reach to the people. They also offer this service in US. But in the match
making process they don’t do investigation of the other party, as investigation is
illegal stated by the government.

SYCORIAN MATRIMONIAL SERVICES
Mr. Swarup Das, Marketing Head of the Company gave a brief description about
the company policies, operations and competitors. He told that the company has
set services to fulfill the needs of all its clients. Sycorian now offers services to
around 150 clients per month. The services depend entirely on the family
requirement. The company has preset formats to get each detail of the
prospective bride/groom. The reason that he shared was that in India the
marriages don’t happen between two people, but it happens between two
families. So the details about the family background and the prospective
bride/groom are both discussed in detail. They have 5 types of matrimonial
program.
Program Membership charges Settlement charges
1. Basic Rs. 11,000 Rs. 5,100

2. Confirmed Rs. 21,000 Rs. 11,000
3. Meeting Rs. 32,000 Rs. 21,000
4. Confidential Rs. 51,000 Rs. 32,000
5. Premium Rs. 1,00,000 Rs. 51,000
The company has internal divisions for different community so as to simplify its
match making procedures. The company places its regular advertisements on
Hindustan Times and Times Of India. The clients pay an extra 50% of the total
service package for these advertisements and entirely optional. The company
has a client servicing and a Telemarketing departments also. The client servicing
looks into the receiving and the sending matches to its clients whereas the
telemarketing department works on inviting new clients and offer them their
services. For this reason, the telemarketing staff gets paid higher salaries than
client servicing. Also, new clients are added from the references from their
previous clients and other sources.
He also mentioned that only around 10-15% of their clients are NRIs and for
them the transactions take place through emails.

They also have a website, www.sycorian.com, wherein only the registered

members can login and make payments or view profile. This maintains privacy of
the person. Other non-registered members can only get an introduction to the
company and it’s packages. Also, its better than other sites as they have
no/nominal registration charges due to which people get more interested in
friendships rather than being serious about marriages.
TIMESMATRI
Mr. Regain Lyngdoh works in the team of TimesMatri. TimesMatri is a different

SBU under the parent company Times Of India. He said the company opened up
this online model so as to strengthen its organization by entering into
matrimonial services. Today they have a database of around 3,00,000 clients
from India and abroad. As a part of their promotional schemes, they organize
Swayamwars, so as to give a platform for prospective brides and grooms to
come together and interact. This is held on a community-wise basis. TimesMatri
targets the middle and the upper middle-income group. Also, being an SBU, he
told that the newspaper publication can give upto a 30% discount for placing ads
for its marriage bureau.
Through their website, www.timesmatri.com, customers can register for free, and
become a member to view profiles. Their memberships are on timely basis:
1. Platinum (12 months) Rs. 3500

2. Diamond (12 months) Rs. 2500
3. Gold (6 months) Rs. 1000
4. Silver (3 months) Rs. 500
5. 250 SMS (3 months) Rs. 250
6. 100 SMS (1 month) Rs. 100
The Platinum and Gold services begin by Initiating contacts to picture and
features profile links. Whereas the basic free service also provides Initiating
contacts, Photo Albums and Comparing profiles. No additional services are
provided by the web link.

COMPETITIVE RANKINGS OF SHUBHAM AND ITS COMPETITORS
Through our primary research on consumers (questionnaire method), we

concluded that many people were not aware of any of the marriage bureaus or
their services as most of them preferred their own contacts and newspapers. So
our perceptual mapping is based on our fieldwork on various offline models of
marriage bureaus, their services and the prices offered for these services. We
found that, Sycorian offers the highest prices and maximum services within the
existing marriage bureaus. So our new SBU, Shubham, will offer maximum
services (in addition to Sycorian’s) and will charge lesser prices from it’s clients
as it’s targeting the middle and the upper middle income group.
The following perceptual map includes only our competitors following the offline
model because the online websites, newspapers and marriage bureaus do not
offer any services apart from exchanging profiles.
Percepual Map for Shubham and its

competitors
4 Shubham
Rankings
3
Sycorian
2
Bharat
1
Matrimony
0 Shaadi Point
Services Prices
Company Attributes
For Services, 1= Least services, 4= Best services

For prices, 1= Cheapest, 4= Highest prices

SHUBHAM’S TARGET MARKET
Shubham caters to the needs of people of any religion aspiring to get married. At
Shubham, not only one can get to know about aspiring brides/grooms but also a
series of services from family meetings, horoscope matching, wedding
counselors, wedding planners and coordinators to honeymoon packages.
Shubham gives its customers value for money as it provides packages at a
nominal price. Also to give all its customers freedom, it has services outside its
packages. These are the open services which are provided to any customer,
who has opted for any of the packages.
Shubham has demographically targeted the middle income and upper middle-
income group who have an MHI of Rs. 8000 and above. They can have any
background or belong to any religion.
Geographically, the customers are located in Delhi. As Shubham is planned to
be setup in Lajpat Nagar, Pitampura and Paschim Vihar, i.e. South, West and
North of Delhi, it can cater to needs of its customers located anywhere in Delhi.
Psycographically, Shubham targets those set of people who either do not have
net access or even if they have, they do not find matrimonial websites
trustworthy. At the same time, these people want to get value for the money they
spend and look in for a variety of services.

SHUBHAM’S POSTIONING IN THE MARKET
Marriage has become a business of Rs. 70,000 crores. There are many
matrimonial portals and bureaus that are catering to the needs of aspiring brides
and grooms. There are matrimonial portals like shaadi.com,
bharatmatrimony.com, jeevansaathi.com and timesmatri.com that are catering to
needs of people who have net access. On the other hand there is a famous
bureau in Delhi by the name of Sycorian that caters to needs of people who are
ready to spend more money on matrimonial services. Other than this, there are
small bureaus that are nominal and do not provide many services.
Shubham, therefore, wants to position itself as the only marriage bureau in Delhi
that is a one stop destination for all kinds of matrimonial services like exchanging
profiles, family meetings, wedding counselors, wedding coordinators, horoscope
matching service and even honeymoon packages. It provides services at a
nominal rate and offers a personalized touch to the way they work. For them
building trust with their clients are most important. This can be seen from their
tag line – “Your trust in us is our power to work”. They provide a quality in
their service with the privacy of its client maintained.
We have followed three ways of positioning our organization, Shubham.
1) Attribute Positioning- Shubham is backed up by a 100 years old
reputed publication house which would add on to the consumers perceptional
value as they can relate to it. This would solve our purpose of brand/image
building along with the concession benefits from the company that we can
further share with our clients.
2) User Positioning- Our primary data i.e. Questionnaire Sampling and
corporate interviews with Mr. Swarup Das showed that people look forward to
trustworthy organizations when it comes to finding the right match for
someone. Shubham would respect and maintain the privacy of the client by
not disclosing the profiles on net and giving it a personalized effect.
3) Quality or price positioning- Shubham focuses on the middle and
the upper middle incom group who want a wide variety in additional services
at low prices. That will be the core focus of Shubham’s pricing strategy.

In short,
For aspiring brides/grooms in the mid income and upper mid income segment
Shubham is a one stop destination for matrimonial search that offers a
complete range of services with a personalized touch and full privacy to its
esteemed customers because Shubham believes that their customers’ trust in
them is their power to work.

PRICING AND PRODUCT PORTFOLIO
PRICING STRATEGY
The Pricing Objective:
Shubham has selected market-penetration pricing as it aims at maximizing its

market share. After studying the market carefully, Shubham has concluded that
the wedding market is a highly price sensitive market with different players
offering different set of prices and services. The prices are as low as Rs. 500/- in
the unorganized sector or Rs. 1500/- in the organized sector to as high as Rs. 1,
00,000/- in the organized market. Thus, in order to penetrate the market with a
force Shubham has kept its prices reasonable with an aim of earning higher long
run profits through volume sales as it forecasts that its customer base will
increase overtime.
Pricing method:
Shubham has selected value pricing as its method for setting up its prices. In
order to win customers’ loyalty Shubham has set up its prices fairly reasonable
providing a wide variety of services and quality that is up to the expectations of
its customers.
The Final Price:
Shubham has opted for the psychological pricing. In order to strike at the
customers’ psyche, Shubham has opted for prices such as Rs. 101, Rs. 5001,
and Rs. 10001. This Re. has an extra meaning attached to the Hindu society and
is considered auspicious in marriages and special occasions. Shubham has also
tried to build up its image in the minds of the customers by providing the best of
a variety of services at one destination.

Matrimonial program (Package with pricing)
BASIC
 Filling format, collecting documents, photographs and membership

charges.(data about the education qualification, job profile, hobbies, way
of living, personal details and this will be given without disclosed the name
of the person in question)
 Compilation into the information system.
 Short listing proposals, based on the criterion laid down by the client.
 Dispatching the proposals by courier to both the sides at the contact
address.
Membership Charges: Rs. 5001/- Matrimony Settlement: Rs. 2501/-
NOTES
• Please confirm the latest packages at the time of registration.

• The charges are based for services to be provided within the national
capital region of Delhi. Any expenses incurred by the company to provide
service outside the specified area would be changed from the member at
actual.
• The company reserves the right to alter / change / modify / suspend /
delete / the details of the matrimonial packages.

Matrimonial program
MEETING SERVICE

 Short listing proposals, based on the criterion laid down by the parties.
 Final match making by the making department.
 Clients Services – talking to the persons with whom your profile has been
cross- profiles and getting their approval.
address.
 Co-ordination of meeting between both the families for further discussion.
(to give the brief of both the sides to each other, and how many members
of the family are coming for the meetings)
Membership Charges: Rs. 10,001/- Matrimony Settlement: Rs. 5,001/-
NOTES

actual.

Matrimonial program
CONFIDENTIAL
 Short listing proposals, based on the criterion laid down by the parties.
 Final match making by the making department.
cross- profiles and getting their approval.
cross-profiled and getting the approval.
address.
 Co-ordination of meeting between both the families for further discussion.
(to give the brief of both the sides to each other, and how many members
of the family are coming for the meetings)
 Also providing the facility of “Janampatri“ matching with the help of
Shubham Janampatri matching software.
Membership Charges: Rs. 10,001/- +Rs.101 (janampatri matching)
Matrimony Settlement: Rs. 6,001/-
NOTES

actual.

ADDITIONAL SERVICES
(OPTIONAL)
WEDDING COUNSELOR
We will hire a counselor to guide the couple to be from the starting of their
marriage.
His salary is fixed by Shubham as Rs. 10,000 per month. The salary is set
taking into account the market value of a wedding counseling session which
is Rs. 300 per sitting.
WEDDING PLANNER AND CORDINATOR

• We have a tie up with “shaadionline” that if the clients will get their
wedding planed by them through us then they will get a discount of
15% and on that we will get a commission of 5%.
• Their services include:
• Invitation cards
• Creatively designing the ambiance for the marriage place
• Arranging for singer and different marriage musical instruments
• Caterers
• Wedding kits (pooja thali depending of the type of marriage like
Punjabi, Gujarati etc.)
• Arranging for theme parties
• Clothing for the bride and the groom(they have dealing with Ritu
Kumar for bridal clothing)

HONEYMOON PACKAGES
We also have dealing with “Raj travel” that if the clients will get their honeymoon
planed by through ous then they will get a discount of 15% and on that we will
get a commission of 5%.
They have packages national and international like:
North India Rs.7, 000 per person 3 days 2 nights
Rajasthan Rs.2, 000 per person 7 days
Europe Rs. 60,000/- per person per week

South East Asia Rs. 30,000/- per person per week
ADVERTISEMENTS PACKAGES
As Hindustan times is our parent company we will also be giving matrimonial
advertisements in the newspaper, but our clients will get discounts as compared
to others.
CHARGES Rs. 850/- for 5 lines 2nd repetition 3rd repetition
OUR CLIENT Rs. 595/-(30% off on Rs. 850/-) 50% off 75% off
IN GENERAL Rs. 850/- 50% off 75% off
On the whole our customers will be getting extra 30% off.
PROMOTIONAL MEDIUMS

The objective of any firm is to market and sell its products or services profitably.
In small firms, the owner or chief executive officer assumes all advertising,
promotions, marketing, sales, and public relations responsibilities.
Shubham, being a new entrant in the market needs to build an image in the
minds of the consumers. As it is new firm, it needs to promote in a way that is
cost effective and targeted on to the right audience.
Shubham, being an SBU of Hindustan Media, gets the maximum help from its
parent company i.e. to advertise at cheaper rates in the newspaper. There are
four promotional mediums that we are adopting:
1. HT city: This medium is been chosen also because it had city wise
coverage and is restricted to Delhi and would cover promotions for all our
stores in Delhi i.e. in Lajpat Nagar, Pitampura and Paschim Vihar. We
plan to place our ads once in a week on Sundays.
This ad will be 13*8= 104 sq. cms. The cost of placing ads in HT City is
Rs. 600 per sq. cm. Being a sister concern, Shubham gets a 30%
discount i.e. the cost would be Rs. 420 per sq. cm.
So, 104*420*4=Rs. 1,74,720 will be the total cost of advertising for each
month.
2. Websites: From our primary survey, we came to know that around 61%
of the people in Delhi are Internet savvy. So to target this kind of a
clientele, we would like to go by Internet advertising at www.yahoo.com.
The cost involved here is Rs. 4000 per day. So in the first month our cost
would come out around Rs. 4000*30 days= Rs. 1,20,000
3. Local Cable Network: As Shubham would be targeting the middle and
the upper middle-income group in 3 specific regions in Delhi, so we would
be advertising through the local cable network in these three areas, which
would also cover the neighboring catchment area during the first month
only. The cost for advertising through these cable channels is Rs. 7500
per month i.e. 7500*3 = Rs. 22,500.
4. Theatre: We have chosen this mode of promotion during the first month
so as to target area wise customers. We plan to advertise through

Chanakya and PVR Naraina for one week in each theatre. The cost for
advertising is Rs. 30,000 /week in 1 theatre.
Therefore, Rs.30,000 * 2 theatres = Rs. 60,000 would be the cost of
advertising in two theatres for two weeks.
PROMOTIONAL COSTS FOR 3 CENTRES OF SHUBHAM FOR THE

FIRST MONTH
Mode of promotion Prices (in Rs)

HT City 1,74,720
www.yahoo.com 1,20,000
Win Cable 7,500
Theatres- Chanakya and Naraina 60,000
Total 3,62,220
Hence, promotional cost for one center= 3,62,220 / 3

= Rs. 1,20,740
PROMOTIONAL COSTS FOR 3 CENTRES OF SHUBHAM FOR THE

SUBSEQUENT MONTHS
Mode of promotion Prices (in Rs)

HT City 1,74,720
www.yahoo.com 1,20,000
Total 2,94,720
Hence, promotional cost for one center= 2,94,720 / 3

= Rs. 98,240

DISTRIBUTION NETWORK
To smoothen and strengthen a firms operation and sales department, it needs to

have an effective distribution network. The three distribution channels Shubham
is going to follow will be:
1. Three Shubham outlets in Delhi: These are going to be located in Lajpat
Nagar, Pitampura and Paschim Vihar covering the South, West and North
of Delhi.
2. Our own company’s website i.e. www.shubham.com. The site will be
non-commercial and will be used only to reach out to customers who are
registered members mainly not staying in Delhi or India. Other non-
registered members can only view the services and about the company.
The website would basically to provide convenience to distant clients and
to give a brief company introduction to the new prospective clients. Rest
all other interactions would take place in the company centers only.
3. Telemarketing: This will be a part of the firms internal division. A team of
2 members will be appointed for this department. The references from the
old customers and other database systems will provide the list of our
prospective clients and they will be introduced to our services through
telecommunications.

CALCULATION OF BREAK EVEN POINT
COSTS: Shubham is going to operate under 3 centers - Lajpat Nagar, Pitampura

and Paschim Vihar covering the south, west and north of Delhi.
Promotional costs: The overall promotional cost for the 1st month is around Rs.
362220/- with newspapers, websites, theatres and cable TV being the medium to
make people aware of the bureau. In subsequent months advertisements are
done only in newspapers and websites, the cost of which comes up to Rs.
294720/-.
Interiors: Shubham will provide with a perfect ambience blending the traditions of
different cultural groups. The interiors will reflect the Indian culture and would
provide a relaxed atmosphere to the outlet. The cost of interiors that includes
wall paint, flooring, woodwork, false ceiling and electrical work would come up to
Rs. 600 per square feet. Therefore, cost of one branch would be Rs. 6, 00,000 /-.
Salary: Apart from the Director who would earn Rs. 25000/- per month. The
following staff would be appointed in each outlet:
 Centre manager – He would be getting a salary of Rs. 15,000/- per
month.
 2 Tele-marketing employees – They would be dealing with customers on
line. They are an important source of our distribution network; and would
also help in promoting our bureau. Each tele marketer would be getting a
salary of Rs. 7000/- each.
 2 employees at the front desk each getting a salary of Rs. 10,000 each.
They would deal with the customers visiting the bureau.
 1 accounts in charge handling the accounts of the outlet getting a salary
of Rs. 10,000/- per month.
 Rs. 10,000 per month for the wedding counselor.
 1 employee responsible for matching the horoscope would get Rs. 5000/-
per month.

 1 peon and 1 receptionist each getting a salary of Rs. 3000/- and

Rs.5000/- respectively.
Website: A website will be constructed to give knowledge to the customers about

the bureau. It would also help in providing convenience to the customers by
registering online and seeking appointment to visit the bureau personally.
However, the bureau will not provide any profiles of the customers online in
order to maintain secrecy of the customer. The cost of acquiring a domain is Rs.
2000/ - and for construction it is 13000/-. Hence, the total cost of the website is
Rs.15, 000/-.
Rent: A 1000 square feet outlet will cost Rs. 70,000 per month in Lajpat Nagar,
Rs. 40,000 per month in Paschim Vihar and Pitampura respectively.
Computers: 8 computers in each outlet would cost Rs. 2, 40,000/- per outlet and
1 computer for the director will cost Rs. 30,000/-
Printers: 4 printers in each outlet would cost Rs. 24,000/- per outlet
Phone bills – It will cost Rs. 1500 per person (assuming that our competitor has
an average monthly bill of Rs.1, 50, 000 for a staff of 100). It makes Rs. 13500
for each outlet and Rs. 1500/- for the director.
Water- Rs. 1000 per month
Electricity – Rs. 15,000 per month
Stationary and miscellaneous- Rs. 10,000 per month
Courier cost – Each courier in Delhi costs Rs. 20/-. Assuming that initially we will
get 50 customers and we’ll courier 4 times every month. The cost comes up to
20 * 50* 4 = Rs. 4000/- in each outlet.

Computer software: Horoscope software and DBMS software for Rs. 20,000 in
each outlet
COSTS LAJPAT NAGAR PITAMPURA PASCHIM VIHAR

FIXED :
Interiors Rs.6,00,000 Rs.6,00,000 Rs.6,00,000
Salary Rs. 1,07,000 Rs. 1,07,000 Rs. 1,07,000
Rent Rs. 70,000 Rs. 40,000 Rs. 40,000
Website Rs. 5,000 Rs. 5,000 Rs. 5,000
1st month
promotions Rs.1,20,740 Rs.1,20,740 Rs.1,20,740
Computers Rs.2,40,000 Rs.2,40,000 Rs.2,40,000
Printers Rs. 24,000 Rs. 24,000 Rs. 24,000
Software Rs. 20,000 Rs. 20,000 Rs. 20,000
VARIABLE:
Electricity Rs. 15,000 Rs. 15,000 Rs. 15,000
Water Rs. 1,000 Rs. 1,000 Rs. 1,000
Stationary and
miscellaneous Rs. 10,000 Rs. 10,000 Rs. 10,000
courier Rs. 4,000 Rs. 4,000 Rs. 4,000
TOTAL Rs.1216740/- Rs.1186740/- Rs.1186740/-
The above shows cost for 1st month.

The subsequent months will show the following costs:

COSTS LAJPAT NAGAR PITAMPURA PASCHIM VIHAR

FIXED:
Salary Rs. 1,07,000 Rs. 1,07,000 Rs. 1,07,000
Rent Rs. 70,000 Rs. 40,000 Rs. 40,000
promotions Rs. 98240 Rs. 98240 Rs. 98240
VARIABLE:
Electricity Rs. 15,000 Rs. 15,000 Rs. 15,000
Water Rs. 1,000 Rs. 1,000 Rs. 1,000
Stationary and
miscellaneous Rs. 10,000 Rs. 10,000 Rs. 10,000
courier Rs. 4,000 Rs. 4,000 Rs. 4,000
TOTAL Rs. 305240 /- Rs 275240/- Rs. 275240/-
INCOME PER OUTLET:
Our competitor Sycorian matrimonial gets registration from 150 customers every
month. Assuming that we get 1/3rd of its registration we get 50 customers every
month.
Our packages are between the ranges of Rs.5000 – Rs. 10,000. Assuming the
average of these packages i.e. Rs. 7500/-.
Our monthly income will be Rs. 7500 * 50 = Rs. 3, 75,000/-
Break even of Lajpat Nagar Bureau:
Assuming we get no customers in first month, the total cost will be Rs. 1216740/-
+
Rs. 25, 000 director’s salary (it is bearing the salary as it is the corporate office)
+ 30000 for his computer, the total cost is Rs. 1271740.
The cost following the first month is Rs. 305240 /-
The income after the first month is Rs. 3, 75,000/-
The net income generated after first month = Rs. 69760/-
Hence to recover Rs. 1271740 it will take 1271740/69760 = 18 months and 7
days respectively.

Break even of Paschim Vihar and Pitampura
Cost in the 1st month Rs.1186740/-

Income in the first month is zero
Cost from 2nd month onwards - Rs 275240/-
Income from 2nd month onwards – Rs. 3,75,000/-
Net income – 99,760
Hence to recover Rs. 1186740 it will take 1186740/99760 = 11 months and 27
days respectively

ANALYSIS
1) Approach:
Our primary data has been collected by the following two ways:
Survey research:
It is done to learn about people’s knowledge, beliefs, preferences and
satisfaction and to measure these magnitudes in the general population.
We did it through questionnaires and we came to know about the
consumer preferences and their preferences about the different modes of
match making.
We have done this through a questionnaire:
A survey was conducted on 100 people in Delhi who are of the
marriageable age or have family members in that age.
2) Methodology:
A Secondary research was done to know about existing players in the
market. Then the Company executives of the leading companies like
Shaadi Point, Sycorian, TimesMatri, Jeevan Sathi were interviewed to
know the market trends, how the industry is working and growing and the
customers wants and preferences.
A questionnaire was developed so as to know about peoples preferences
related to marriage bureaus.
Sampling plan: We conducted one survey on hundred people who are of
the marriageable age or have family members in that age.

3) FINDINGS
Our findings from the survey conducted on 100 customers that have an
aspired bride/groom in their family shows the following:
1. 35% of the respondents prefer their own contacts while searching for a
MODE % OF RESPONDENTS
Marriage Bureaus 20
Matrimonial Website 18
Newspapers 24
Own Contacts 35
Pandits/Temples 3
Any other’ 0
bride/groom.
% OF RESPONDENTS Marriage Bureaus
Matrimonial
0% Website
3% Newspapers
20%
35% Own Contacts
18%
Pandits/Temples
24%
Any other’

2. 61% of the surveyors have Internet access.

Yes No
61 39
INTERNET ACCESS
39%
Yes
No
61%

3. Shaadi.com comes to the mind first of 31% of the surveyors
BUREAU/WEBSITE % OF RESPONDENTS
www.shaadi.com 31
www.bharatmatrmony.com 13
www.timesmatri.com 15
Sycorian Marriage Bureau 18
None 23
www.shadi.com
% OF RESPONDENTS
www.bharatmatrimony.com
23% www.timesmatri.co
31% m
Sycorian
18%
15% 13%
None

4. 49% of the respondents have come to know about the above-mentioned

bureaus/websites through advertisements
MEDIUM % OF RESPONDENTS
Advertisements 49
Word Of Mouth 28
None 23
% OF RESPONDENTS
23%
Advertisements
49%
Word Of Mouth
None
28%

5. 42% of the respondents look for the basic service in marriage bureaus i.e.
exchange of profiles
SERVICES % OF RESPONDENTS
Exchanging profiles only 42
Exchanging profiles + Family meetings 28
Exchanging profiles + Family meetings 30
+JanamPatri (horoscope) matching
Exchanging
% OF RESPONDENTS profiles only
30% Exchanging
42% profiles + Family
meetings
Exchanging
profiles + Family
28%
meetings
+JanamPatri

6. How much are you ready to spend on the services you mentioned above?
a) Exchanging Profiles:
PRICE (IN RS.) NUMBER OF % OF

RESPONDENTS RESPONDENTS
Rs. 501 – Rs.1500 7 17
Rs. 1501 – Rs. 2500 19 45
Rs. 2501 – Rs. 5000 15 36
Above Rs. 5001 1 2
Total number of respondents: 42
Prices preferred for exchange of

profiles
Rs. 501 –
Rs.1500
2% 17% Rs. 1501 – Rs.
36% 2500
Rs. 2501 – Rs.
5000
45%
Above Rs. 5001
44% of the people are ready to spend between Rs. 1501 – Rs. 2500 on the
basic service of exchanging profiles.

b) Exchanging Profiles and Family meetings:

Rs.2501 – Rs.5000 7 25
Rs. 5001 – Rs. 11000 15 53
Rs. 11001 – Rs. 15000 5 18
Above Rs. 15001 1 4
Prices prefered for exchanging profiles &

family meetings
Rs.2501 –
4% Rs.5000
18% 25%
Rs. 5001 – Rs.
11000
Rs. 11001 – Rs.
15000
53%
Above Rs. 15001
53% of the respondents are ready to spend anything between Rs. 5001 – 11000
for the second package

c) Exchanging profiles, family meetings and janampatri (horoscope) matching:
Spending on per horoscope match

Rs.101 – Rs.150 15 50
Rs. 151 – Rs.250 9 30
Rs.251 – Rs. 300 6 20
EMBED Excel.Chart.8 \s
Prices prefered for horoscope

matching
Rs.101 – Rs.150
20%
Rs. 151 –
50% Rs.250
30% Rs.251 – Rs.
300
50% of the respondents are ready to spend anything between Rs. 101 – Rs. 150
for matching horoscope (price per horoscope)

Q7. Apart from above mentioned packages are you interested in services like
wedding planners and coordinators, honeymoon packages and wedding
counselors?
Yes No
44 56
EMBED Excel.Chart.8
Response to Additional Services
44%
Yes
No
56%
44% of respondents look in for additional services like honeymoon packages,

counselors etc.

Q8. If yes, what kind of services are you interested in?

SERVICE NUMBER OF % OF
Wedding Planners and
Coordinators 14 38
Honeymoon packages 21 57
Wedding counselors 7
Wedding planners +
Honeymoon packages 2 5
Additional services prefered
Wedding Planners
and Coordinators
5%
16% Honeymoon
32% packages
Wedding
counselors
Wedding planners
+ Honeymoon
47% packages
Out of these, 47% of respondents seek honeymoon packages service

Q9. If you have to go to a marriage bureau, how far are you ready to travel?
DISTANCE (in Kms) % OF RESPONDENTS

0 – 10 57
10 – 15 31
15 -25 12
% OF RESPONDENTS
12%
0 - 10 kms
10 -15 kms
31% 57% 15 - 25 kms
57% of the respondents are ready to travel up to 10 kms to visit a marriage

bureau

Q10. If you have to suggest a name for a marriage bureau, out of these which
one would you suggest?
NAME % OF RESPONDENTS
Bandhan 29
Kalash 25
Shubham 33
Sehra 13
% OF RESPONDENTS
13%
29% Bandhan
Kalash
Shubham
33%
25% Sehra
Shubham was the most preferred brand name for the marriage
bureau by 33% of the respondents

BIBLIOGRAPHY
http://www.bharatmatrimonial.com/
http://www.expressitpeople.com
http://www.iamai.in/
http://www.jeevansathi.com/
http://www.thehindubusinessline.com
http://us.rediff.com/
http://www.shaadi.com/
http://www.shaadionline.com/
http://www.shaadipoint.com/
http://www.sycorian.com/

APPENDICES
Dear Respondent,
I am a student at Pearl Academy of Fashion pursuing Fashion Retail
Management. This survey on “Marriage Bureaus” is a part of my dissertation
project. I thereby ensure that this information is purely for academic purposes
and will remain strictly confidential for the same. Hope to have your cooperation.
Q1. Which mode do you prefer while searching a match for your prospective
bride/groom?
a) Marriage bureaus
b) Matrimonial websites
c) Newspapers
d) Own contacts
e) Pundits/Temple
f) Any other? Please specify__________________________
Q2. Do you have access to Internet?

a) Yes
b) No
Q3. When you think of marriage bureaus which company comes to your mind
first? __________________________________________
Q4. How did you come to know about this marriage bureau/portal?
______________________________________________
Q5. What all services do you look for from these matrimonial bureaus/websites?
a) Exchanging profiles only
b) Exchanging profiles + Family Meetings
c) Exchanging profiles + Family Meetings + JanamPatri (horoscope)
matching
d) Exchanging profiles + Family meetings +JanamPatri matching + Wedding
counselors

Q6. How much are you ready to spend on the services you mentioned above?
(Tick only for the package you preferred in the above question)
a) Exchanging Profiles:
I. Rs. 501 – Rs.1500
II. Rs. 1501 – Rs. 2500
III. Rs. 2501 – Rs. 5000
IV. Above Rs. 5001
b) Exchanging Profiles and Family meetings:
I. Rs.2501 – Rs.5000
II. Rs. 5001 – Rs. 11000
III. Rs. 11001 – Rs. 15000
IV. Above Rs. 15001
c) Exchanging profiles, family meetings and janampatri (horoscope) matching:
Spending on per horoscope match in addition to above (b) package cost
I. Rs.101 – Rs.150
II. Rs. 151 – Rs.250
III. Rs.251 – Rs. 300
Q7. Apart from above mentioned packages are you interested in services like
wedding planners and coordinators, honeymoon packages and wedding
counselors?
a) Yes
b) No
Q8. If yes, what kind of services are you interested in?

a) Wedding Planners and coordinators
b) Honeymoon packages
c) Wedding counselors
d) Wedding planners and honeymoon packages
Q9. If you have to go to a marriage bureau, how far are you ready to travel?
a) 0 – 10 kms.
b) 10 – 15 kms.
c) 15 –25 kms.

Q10. If you have to suggest a name for a marriage bureau, out of these which
one would you suggest?
a) Bandhan
b) Kalash
c) Shubham
d) Sehra
Personal details:
Name:
Age of the prospective bride/groom:

Female: 18-22 23-27 28-32 33-37 38-43 43-47 48 and above
Male: 21-25 26-30 31-35 36-40 41-45 46-50 51 and above
Place of residence:
Occupation:


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Shubham Marketing Management

The Indian wedding market is currently estimated at Rs 70,000 crore. The

Our parent company, Hindustan Media, started in 1924 and is an established

Our secondary survey, conducted by research on the Internet, gave an overview

Fashion Retail Management 1

We then conducted a survey on people of the marriageable age or having family

We have come up with our marriage bureau Shubham, an SBU of a reputed

Fashion Retail Management 2

Fashion Retail Management 3

Everyone -- from those in entertainment to decor; beauty clinics, cosmetic giants,

Fashion Retail Management 4

Fashion Retail Management 5

MATRIMONIAL (MATCH MAKING) AGENCIES IN INDIA

Offline matchmaking however, is considered more reliable and personalized as

Fashion Retail Management 6

Every business takes place in a highly competitive, volatile environment, so it is

1. Online models: Companies like Shaadi.com, JeevanSathi.com,

Fashion Retail Management 7

Positioning: Shaadi Point is a chain of Matrimonial Service Centers positioned

Fashion Retail Management 8

SYCORIAN MATRIMONIAL SERVICES

Branding Strategy: Sycorian is a French word, which means a White Elephant

Services: They have five types of Packages, each catering to varying

Fashion Retail Management 9

BharatMatrimony Group’s maiden venture BharatMatrimony.com Pvt. Ltd., was

Positioning, Targeting and Segmentation: The group’s offline venture

Fashion Retail Management 10

TimesMatri is a division of Times Of India Group. It started off on November

Fashion Retail Management 11

MARRIAGE BUREAUS IN THE UNORGANISED SECTOR

Fashion Retail Management 12

ABOUT THE PARENT COMPANY:

Hindustan Times was started in 1924 and is an established brand in North

On the newspaper front there are approximately 1907 daily newspapers

HT Media publishes Hindustan Times in six editions: New Delhi, Patna,

HT Media’s advertising revenue constituted 77.8 percent of total revenue while

Fashion Retail Management 13

HT Media has India-wide network of journalists led by strong editorial teams,

Fashion Retail Management 14

ABOUT IT’S SBU UNIT, SHUBHAM

After seeing the overwhelming response of customers on Hindustan Times’

Fashion Retail Management 15

SOME COORPORATE INTERVIEWS

o 3 months Rs. 1651

Fashion Retail Management 16

SYCORIAN MATRIMONIAL SERVICES

Program Membership charges Settlement charges

1. Basic Rs. 11,000 Rs. 5,100

Fashion Retail Management 17

They also have a website, www.sycorian.com, wherein only the registered

Mr. Regain Lyngdoh works in the team of TimesMatri. TimesMatri is a different

1. Platinum (12 months) Rs. 3500

Fashion Retail Management 18

COMPETITIVE RANKINGS OF SHUBHAM AND ITS COMPETITORS

Through our primary research on consumers (questionnaire method), we

Percepual Map for Shubham and its

For Services, 1= Least services, 4= Best services

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SHUBHAM’S TARGET MARKET

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SHUBHAM’S POSTIONING IN THE MARKET

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