MARKETING

PROJECT
By
PRADUMAN SHARMA
SHIV KUMAR CHAURASIYA
GEOTAG

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INTERVIEW
REPORT
COMPANY INTRODUCTION

Anita Enterprises is a seasoned player in the decoration business,

specializing in both furniture rentals and decoration services for
weddings and religious celebrations such as Sri Ram Katha, Srimad
Bhagwat Katha, Mata-ki-Chowki, Jagaran, and more. With over 16
years of experience, they have orchestrated 150+ successful events
and currently organize approximately 12 functions annually. Their
pricing is flexible, and tailored to the specific requirements of each
event, starting from 2 lakh and above. Their marketing strategy
primarily relies on word-of-mouth recommendations, reflecting
their dedication to delivering top-notch services.

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 Seasonality
There is high demand during the festive season ie the time around
Navratri.

Customer satisfaction
It requires a good sense of aesthetics, colour, and This means that you need to have an
eye for design and be able to choose the right elements that suit the theme, mood, and
purpose of the event.

Requires a good sense of art

It requires a lot of creativity and innovation to create unique and personalized event

NATURE This means that you need to have an eye for design and be able to choose the right
elements that suit the client’s preferences and expectations.

OF Coordination with Other Vendors

BUSINESS Event decorators often work closely with other vendors, such as caterers, florists, musicians,
and venue managers, to ensure that all elements of the event are seamlessly integrated.

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4P OF MARKETING
PRODUCT/SERVICE
Product include furniture and vessel rental services and modern
decorations for religious celebrations

PRICE
Anita Enterprises charges 2lakh and above per event as per specified of
work for their services

PLACE
This refers to the location where the product or service is being sold. Anita
Enterprises has tied up with places where these events are organized.

PROMOTION
Anita Enterprises relies on word-of-mouth marketing and constantly
networking with their target audience.

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ABOUT
COMPETITORS

In the decoration industry, competitors

have specific niches. Jain Decorators
specialize in floral arrangements for the
Jain community, while Srinivasan
Decorators focus on on-stage décor. These
are the main competitors. During peak
seasons, additional competitors enter to
meet high demand, but they tend to leave
once the festive season ends.

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 HOW DOES ANITA ENTERPRISES
DIFFERENTIATE

Tie Up With The Event Venue Target Audience

Anita Enterprises Has Permanent Tie- They Have A Highly Targeted Customer Base And
Once The Relationship Is Built They Usually Are
ups With The Venue Are Events Are Loyal And Choose Any Other Decorator.
Held.

High Quality & Unique Materials Specialized Services

Anitha Enterprises High-quality Materials Like The Each Community Have Different Traditions And
Sculpture Of The Gods Which Are Made Of High- Anita Enterprises Provides Very Flexible Services,
quality Fibre Brought From Nagpur These Flexible Services Helps To Keep Customers

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 SALES AND COST
OVERVIEW
Anitha Enterprises, with over 16 years of experience in the event
management industry, has successfully executed more than 150 events. This
equates to an average of 6-7 events annually, with their most active year
witnessing the organization of 10-12 events. The pricing for each event
varies, typically falling within the range of 2.50 to 3 lakhs. This pricing
strategy has enabled them to maintain profit margins between 24% and 30%.
A significant portion of their expenditure is fixed, primarily due to their
commitment to using only high-quality furniture sourced from Nagpur. This
unique selling proposition distinguishes them from their competitors, as no
other company offers this specific type and quality of materials.
On the other hand, a smaller percentage of their costs are variable,
encompassing elements such as floral decorations and labour costs. These
costs can fluctuate based on the specific requirements of each event, adding
a degree of variability to their overall expenditure.

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 SUCCESSFUL MOVEMENT IN BUSINESS

FOR ANITA ENTERPRISES, EV ERY EVENT

HOLDS PROFO UND SIGNIFICAN CE, A S THEY
UND ERSTAND THE EMOTIO NAL DEPTH
BEHIN D EACH O CCASION. W HETHER IT'S A
JOYOU S CELEBRATION OF LIFE'S
MILESTONES OR A REVERENT RELIGIO US
GATHERING, THEY STRIV E TO INFUSE
EVERY EVEN T W ITH A SENSE OF MEANING
AND DEVOTION , MAKING IT A CHERISHED
MEMORY FO R THEIR CLIENTS A ND
ATTENDEES. THIS COMMITMENT TO
CAPTURING THE ESSENCE OF THESE
OCCASION S SETS ANITA EN TERPRISES
APA RT AS MO RE THA N JU ST EVENT
ORG ANIZERS BUT A S CREATO RS OF
LASTING AN D H EARTFELT EXPERIENCES.

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 CURRENT CHALLENGES FACED BY THE
FIRM
1.COVID-19 Impact: The pandemic has led to a significant shift in the event industry. Many events have been
cancelled or postponed, leading to a decrease in demand for event decorating services. However, as restrictions ease
and vaccinations increase, there is a gradual return to in-person events.
2.Market Conditions: The market for event decorating has become more competitive due to the decrease in events.
Businesses are now competing for a smaller number of events, often leading to price wars.
3.Recessions: Economic recessions have led to budget cuts for many companies, reducing the amount they are willing
to spend on events. This has resulted in lower revenues for event decorating businesses.
4.Hybrid Events: The rise of hybrid events has created new opportunities and challenges for event decorators. They
now need to create engaging experiences for both in-person and virtual attendees. This requires investing in new
technologies and skills.
5.Supply Chain Disruptions: The pandemic has caused disruptions in the supply chain, making it difficult for
businesses to source materials needed for event decorations.
6.Health and Safety Regulations: Businesses now need to comply with new health and safety regulations due to
COVID-19. This includes ensuring social distancing at events and sanitizing event spaces.
7.Changing Customer Preferences: The pandemic has changed customer preferences, with a greater emphasis on
virtual interactions. Event decorators need to adapt to these changes to stay relevant.

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THANK YOU
PRADUMAN SHARMA

22E2354

SHIV KUMAR CHAURASIYA

22E2360

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