Case Study

WeddingChannel.com
Q-1) Identify the success reasons, you hold responsible, for Wed-
dingChannel.com so far?
Ans-1) Following are the reasons I believe are responsible for the success
of WeddingChannel.com so far-
1) The website helps in the organising guest list, designing and buying in-
vitations, setting up a gift registry, and posting information for friends
about how the couple met.
2) It is not only the largest bridal registry online, but it also provides a
comprehensive site that couples can use to plan their wedding.
3) As brides initiates their wedding planning by finalising their dress, the
site offers over 20,000 styles of wedding gowns. It has a large selection of
designer brands as well as less expensive brands for bridal gowns. It also
provides a great way of sorting button to select sleeve length, silhouette,
length, and neckline. It even has a virtual model so the bride-to-be can see
how would she look in a particular style of gown she prefers.
4) The site also provides many interactive tools that help couples to make
budget, calendar, guest list, wedding page, and registry. There are also
many articles that ranges from how to budget the wedding to what kind of
vacation packages to buy.
5) It allows the couples to make an Internet page to share their story as to
how they met, how they got engaged, who is in their wedding party, spe-
cial guest of honor or may be the different programmes or events orga-
nized as well as the theme/colors etc..
6) This site not only helps the bride and groom to plan their wedding but
also helps their guests. Guests can go online and shop at the well-known
stores associated with WeddingChannel.com. WeddingChannel.com has
got famous and well known brands into its kitty and charge them accord-
ing to the customer Leeds they generate.
Q-2) Discuss the segmentation and positioning Strategies, Wed-
dingChannel.com has used so far?
Ans-2) SEGMENTATION-
1) Since the average age of brides is 26, while the average age of groom is
28, WeddingChannel.com’s target market is 18 to 35 years, unmarried or
wanting to marry individuals.
POSITIONING-
WeddingChannel.com has positioned itself to be a one stop online store
which not only helps bride and groom to plan their dream wedding accord-
ing to their budget but also helps the guests to choose the perfect gift for
the couple on their wedding. Following are further explanation of their po-
sitioning-
1) According to the sources, approximately 48 percent of engaged couples
plan to use the Internet to help plan their wedding. Weddingchannel.com’s
goal is to help couples make their special day become easier to plan as
well as save time finding up-to-date information.
2) The venture has helped not only brides-to-be but also the retailers. Over
$19 billion was spent purchasing gifts in the past year, and over a million
couples registered with this site, WeddingChannel.com has an attractive
market.
3) Consistently, WeddingChannel.com’s targeted marketing tactics have
resulted in five times the average Internet response rate, providing the
most effective platform for companies to build their brand messages dur-
ing a significant life stage when brand loyalties are being developed.
4) About 89 percent of all gift purchasers buy wedding gifts from online
registry.
5) WeddingChannel.com offers over 20,000 styles of wedding gowns. It
has a large selection of designer brands as well as less expensive brands. It
also provides a great way of sorting button to select sleeve length, silhou-
ette, length, and neckline. It even has a virtual model so the bride-to-be
can see how she would look in a particular style of gown.