Souparna Palit

Research & Operations Task 5

Market Research:
On speaking with both customer side and venue side entities, what I have seen is that usually the
venue costing is done in the per plate system. In the pre pandemic world, the per plate price would
go as ow as Rs. 650(including veg food and venue) but nowadays, it starts from Rs 3500(including
veg food and venue).What I have understood is that in the prepandemic world, the venue bookings
overflows during wedding season but for the rest of the year, the venues are booked for birthdays,
baby showers, office events, and even boutique exhibitions but they do not remain booked every
single day.

In the wedding season, the bookings overflows and One person from east delhi-to whom I spoke
have a wedding upcoming in his family and said that there was not a single banquet hall or any other
venue available for booking in delhi for the entire month of august and hence they had to shift their
marriage to sonepat, hariyana to find vacant venue.

Also, since the pandemic has begun, the maximum allowed people to gather in weddings have been
50.A few months back, during the second wave of covid, the no. of people allowed in weddings were
20. Hence the bookings were nil since it wasn’t reasonable to book a banquet hall for 20 people.

Also, what I understood is that during the peak season, the consumer buying power is nil and
whatever the venue asks, the consumer is forced to pay because Delhi being one of the most
populous cities, has a lot of people competing for the venues and whoever pays first gets the venue
booked.

Strategy:
First-Vendor Acquisition

Second- Creating Brand Awareness: Extensive social media campaigning

Third- Acquiring User Interest: Use BTL activities like having muhurt posters/danglers/collectibles
like pen, coffemug, calender, notebook in the reception desk of the venues which mentions
discounts offered in bold

Fourth- Making the user desire the platform: Offering great promotional deals and discounts for the
users to create a desire to check out the platform.

Fifth- User Acquisition: Once the user has entered the app, show him the best possible venue
according to expectations and ensure a smooth onboarding and booking process so that the user is
acquired.

Sixth- Cross Sell and Upsell: Once the user has booked only the venue, till the date of the event,
marketing mails offering a good deal in food can be offered so that the user considers the catering
services of our venue as well. A special additional discount may be provided if the user provides his
date of birth and wedding anniversary date. Then mails can be strategically sent to the user so that
they can be reminded to book venue from our platform.