Marketing and Marriages

IIPM, GURGAON

The minimum budget for a wedding ceremony is $34,000 and business houses have taken note of this. This is one season, when come what may people are most willing to open their wallets. So smart marketers are using ‘weddings’ as a sure shot opportunity to increase sales. Companies like Sony, Samsung and LG now time their discounts according to the wedding season. It is wedding time when couples buy electronics, household appliances as they start a new life. So Bang and Olufsen, the Danish entertainment giants decided to launch their new range during this time last year.

The mammoth size of the wedding market tempted ‘Bregeut’ the world’s most expensive luxury watch brand to launch in India. Rado of Switzerland too came out with a wedding package of two elegant watches for the bride and groom. Not just that, they even organised a contest where the lucky couple could win a 7-day honeymoon trip to Switzerland!

Titan, India’s leading watch manufacturer too launched its jewellery watches in 2004 in the country, just before the wedding season.

This is that time of the year when Indians have to shop. The favourite item on their wedding list is ‘gold’. So ICICI Bank has come out with 99.99% pure gold coins-which they launched just before the wedding season this year. India after all is the largest consumer of gold with 20% of global consumption happening here, and marriages are the perfect excuse to buy this favoured yellow metal. Marriages bring along with them a whole lot of business opportunities. From hoteliers to chefs to beauticians – all seems to flourish with the advent of the marriage season. Be it VLCC or Kaaya Skin Clinic – all have special packages promising to turn you into a beauty queen on your marriage day, only of course if you are ready to pay a bomb.

With marriage comes honeymoon – the most memorable trip of your life and many tourism departments have worked out special honeymoon packages to attract newly weds. From Australia, to Mauritius, to South Africa, all plan their promotions and advertisements around this time, so much so that Star Cruise has launched a cruise to Lakshadweep keeping those lovey-dovey honeymooners in mind!!

Copyright © : Rajita Chaudhuri and Planman Media.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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