Está en la página 1de 24

“Vivah” -

Wedding Mall
One Stop Destination for

Prepared By

Hetal Modi

Chirag Gandhi

Hetal Modi

Chirag Gandhi

Hathisinh Kamaria

Bhavik Parekh

Hemali Jadfava

Description of business:

Our business will provide products like wedding dresses, cosmetics items and event
management service, invitation cards and all other wedding related items at one place.
We will sale various stores. we would also rent stores to smaller wedding item
store owners. we will also establish two wedding hall on a floor. We will also
maintain a friendly, fair and creative service environment, which greetings diversity,
ideas, and hard work. The contact will be on package system. Event management
contacts will depend according to the customer’s demand. We are assuring you a perfect
arrangement of starting a new part of life.

Our total invested money is around 50 crore. Equally we will invest 10 crore by each
partner. We also have an alternative plan to take a loan which will amount the 50% of the
total invested money and to be paid off over 3 years with 10% interest. For carry on the
business this debt will cover the portion of the expenses which we can not finance with our
invested amount of money. It might include office equipment, office rent, stationary items

Permission Letter

28th October, 2010

Dr. J.S Joshipura


Somlalit Institute Of Business Management

Permission for submitting the business plan.

Dear Sir,

We are pleased to submit the Business Plan on the wedding mall –“Vivah – The
Wedding Mall”. The plan basically focuses on the Entrepreneurial aspects of setting up
a wedding mall and tries to give an in-depth analysis in terms of the industry, the
market, management, financing, the wedding products, and the store itself.
We thank you for giving us the opportunity to explore critically the entrepreneurial aspects of
establishing a new wedding mall that has become a lucrative business the country and
worldwide. We are grateful for your valuable advice and kind cooperation.

Thanking you,


Hetal Modi
Chirag Gandh
Executive Summary
“Failing to plan is planning to fail”. Now that we, the five
partners, have decided to start and run a wedding mall, we must develop a very efficient
business plan to run the business successfully in the long run. We’ll consider all the factors
necessary for establishing and running a successful business, including marketing,
management, financing, operation, and above all, entrepreneurial opportunities and skills.

We have decided our wedding mall’s name to be “VIVAH”. The store will offer wedding
products & services to its customers. In addition to selling those

Our target market is obviously the brides and bridegrooms. However, their parents and
guardians are mostly seen to do the shopping for them. So, the middle-aged married
guardians will get preference in our marketing strategy. Since most of the customers are
seen to be women, we will develop the marketing strategy keeping them at the center. We
will also try to change this tradition, for which we will make some promotional campaigns so that
the habit of shopping for wedding by the brides and bridegrooms themselves is built over
time.Currently there are many established malls, including Central Mall, Reliance Mall,
Himalaya Mall etc. in order to compete with them, we have to develop some strong marketing
tools. Our main objective will be to capture the large percentage of the market in one year of
starting the business and retain it in the long run as well. We project our sales to be minimum
10% of the capital in the first year..
SWOT Analysis

The SWOT analysis is a business tool available in the tool box of any small business
owner. However, running a business forces to focus on the issues and fire burning today,
not tomorrow. A SWOT analysis may sound like a form of mission planning for James
Bond. A SWOT simply stands for: Strengths, Weaknesses, Opportunities and
Threats. We have done a thorough SWOT analysis at the end of the marketing plan.

We, the five partners, will be the owner-managers. So we will be accomplishing the
management task ourselves. We are capable of doing it as we come from a diverse
background and sound knowledge in our fields. We will personally appoint the
necessary personnel in our stores, and lead, control, supervise, and direct them as well.
In total, we will appoint personnel: a CEO, CFO, 1 project Manager, 2 security guards, a
architect initially.

In case of finance, the primary source of the store’s financing will be our initial investment of
about rs 10 crore . We are 5 members that makes a total investment of about rs 50 crore.
We will need the initial huge investment amount for buying a space and starting the
construction of the mall space at stadium Road. We won’t finance our business from
outside sources unless it is too emergency, which is not likely to be because we’re
already doing an effective plan for that. Most part of the investment amount will be spent
while establishing and operating the store in the very beginning. However, as a result
of our effective marketing activities, we will generate huge revenues from the beginning of
the second year, so there is not likely to be any problem in financing our business in
near future. In addition, we will run some promotional campaigns in which we will be
attracting giant players in wedding accessories to buy office space in advance. And again,
since there is no bridal mall, we are not likely to incur any loss because market research
shows that other bridal stores are quite high profitable. and then make our customers get
used to them through extensive marketing strategies; to get our store more & more
competitive advantages.

Finally, as entrepreneurs, we won’t be sticking to conventional or traditional

products or services. We will always look for new ideas, products, and services
Business Overview
Vivah Wedding will be one of its kind wedding store in ahmedabad. It will clearly
attract most of the customers because they prefer to shop where they get enough room
to roam around, observe the products and prices very well, and feel comfortable.
Customers will feel good about our mall when they will see more products at which
they would purchase at a one stop destination..

Vision .

The vision of the Lovely Wedding --

“To bring all wedding related products & services

under one roof for customers and enhance there
shopping experience by bringing latest in wedding

The vision of the Lovely Wedding--

o To provide the quality and innovative products to meet the requirements of

the customers.

o Contribute to the overall satisfaction of our customers and focusing

o Co-operation, teamwork and partnerships.

o Continuous learning

o Honesty, fairness, integrity, and respect.

Industry Analysis

Wedding is one of the most important events in everyone’s life.

Everyone gets married at least once in life. It’s a necessity that has been
being perceived since the very early age of human being. In India the
customs and procedures of wedding events have changed much. The
weddings in India is becoming glamorous day by day the way people
celebrate a wedding. People are used to spend as much as possible in a
wedding ceremony and this tradition is not going to change in near future.
So, the need for wedding accessories will never decrease. Moreover, it’s
increasing day by day. Therefore, the wedding mall business will be very
profitable over time if the perfect strategies of marketing are adopted.

SWOT Analysis :
Strenghts :
We are the pioneer in our city
The concept of a wedding mall is totally unique in our city. As we are going to
provide each and everything regarding to a wedding ceremony and so far we know that
there is no shop where one can get chance to buy everything what ever they want for a
wedding. So it is certainly a great strength for us.

We are going to have huge collection

We will have latest in wedding at our each store each store will provide a unique
experience for customers. As the wedding function is special, the customers of
course will want to choose among different alternatives. And after watching the entire
alternative, they will buy the appropriate and suitable one for them. So we think it will
be strength for us as we will have leading players in wedding accessories in our mall.

We will provide quality service

So far we planned for our business, we the executive body decided to put more
emphasis on providing quality service. We know for a business, it is very
important to pay attention to the product quality as it attracts customer. So it is sure
that our service will be strength for us.

• Extensive marketing strategy

We will mostly emphasize on marketing and advertising activities. No other bridal store
performs this activity. So it is definitely a great strength for our store. We will run
promotional campaigns, advertise on newspapers, banners and many more, which
other stores don’t actually perform. new Concept.



Unawareness AS it’s a new concept for customers is our main weakness. But we are
able to overcome this obstacle at the very first stage through extensive
advertising and promotion.

• Roping in various players

Roping in various players will be an issue as smaller players may not have proper resource
to fit in there products in a mall. renting them will also increase administrative hurdles.

Lack of product knowledge.

As we are the first in this business and this is the first time that we have come up with
such unique idea, it is obvious that we will have lack of product knowledge.

• Expansion in other areas of India

Up till now we decided to operate our wedding mall in the ahmedabad city. As it is the
capital and central part of our country. Since we will have the largest market share
in a very short period, we’ll also be able to expand our business in different parts of our
country. .

• We the owner of the business are educated

We the five executives as well as the shareholders of the wedding mall are
educated and studied in the field of business. In market environment we often observe
that many business fail due to the lack of education of the founder. As he has less
education, he usually fails to carry on with his business. But in our case the situation is
different. We will consider it as our opportunity.

Higher demand and increasing popularity

Our business will certainly have higher demand and its popularity will increase day
by day as people will get all the necessary items in one mall and as they will get to
know about our store and its USP from advertisements and also from other people.
They need not to search couples of markets to get their desired items.

Entrepreneurial opportunities
Because of the all time needs of wedding, there will always be demand for wedding
related products. we may also start small wedding related shops on our own like puja
material store, decorative item store..

Threats :

• More Expansion/Diversification May Lead to Chaos

Up till now our wedding mall will operate in the ahmedabad city. But we already said
that we have plan to expand our business out of . In that time as we will expand our
operations widely, it may creates any problems or chaos

• Huge competitors
Since we will be the first modern wedding mall in ahmedabad, it may happen that
businessmen, after acquiring knowledge from us, come up with more attractive feature
than us. It will become a threat for us.

PASTEL Analysis:

Political Environment:

Sound political situation helps to grow sound business condition. In our country
Political situation is very good and especially Gujarat. the entrepreneurs have a very
suitable conditions for operating business. It always inhibits the growing of business.
So we may not face any major hurdles due to it.

Economic Environment:
India is a developing country. The national economy has been gaining
momentum. Gujarat is developing at a very fast pace and with so SEZs and SBUs
coming up in Gujarat the level of income will remain higher.. Ahmedabad continue to
experience rapid expansion and prosperity. As these regions accept many newcomers
from the rust belt and other areas, it has become more business focused. Business
is booming in the grass root level. The annual growth rates of new small businesses are
soaring. Many businesses continue to expand job creation has advanced at a steady
From the end of the 20th century, use of computer and other technology have
increased in a dramatic rate. People are very much familiar with them and want to use
them. So, any operation related to those technologies should not face any problem
regarding market demand.

Legal Concern:

Rules and regulations of Indian shop act and other guidelines for developing
a mall are to be followed.

Current Marketing Situation :

Our Vivah - Wedding Mall is a pioneer company for which the most vital issue to its success
and profitability in the long run is marketing. We will offer superior and unique products and
services to our customers. Most of the customer go abroad to do their shopping. We want to
attract those customers providing them quality products in Ahmedabad being a metro city, the
market for a wedding service is growing for a whole year around.There are some well-
known malls that are providing with the different services like photography, decoration
on contractual basis. We think, we have likelihood to acquire the largest share of this yet-to-
identify market as we possess the knowledge and skills as well as the intention to do so. But,
we must make sure that we carefully perform all the marketing functions.

Analysis of Competitor:

We are going to face strong competition because there are already many
established and well-experienced bridal stores in this industry. The strong
competitors include Central Mall, Reliance Mall ,Himalaya Mall, and store in and around
CG ROAD. The brand names of those stores are very well known.
All those popular stores sell typical bridal products. They have good looking
environment. In addition, they are very experienced so they know very well what
customer expect from bridal stores.

Some truths regarding our competitors:

( Well established brand name

( Operating in this segment for MANY YEARS (

Have a huge collection

( Lacks in exclusive wedding products

( Lacks in WEDDING variety of products

Customer has to go at different places to buy various products.

Market Segmentation:

It is one of the most important parts of marketing research and analysis. We

cannot just go for the whole potential market. We have to select a target segment
from the potential market and communicate with them in order to sell our service.
The products and services we are going to offer are unique and exclusive. So we
have to identify the consumer segment that is willing to take these unique and
exclusive services, and is affordable of buying them.

Target Market:
Vivah Wedding’s market consists of consumers-brides & bridegrooms, who
are going to get married and want to buy or borrow bridal dresses, cosmetics,
flowers, shoes, and other accessories needed in a wedding. There are several
steps in a wedding. “ . So, invited people in the parties are also our potential
It’s a common and traditional scenario that most of the time the bride’s or
bridegroom’s parents or guardians or other family members are seen to shop for them
for the wedding occasions, and those shoppers are mostly women. So, the middle-aged
married women and their other family members are the most likely customers of our
store. Furthermore, we will also try to change the tradition by encouraging the young
couple-to-be people to come and shop themselves for their wedding.

The whole wedding ceremony consists of different activities. Customers demand differs
according to each activity. So, we can segment our market according to occasion to
better understand the need of customers.

Target Consumer Profile:

• Region – people from gujarat n non resident Gujarati’s from all over the

• Income Level – higher middle class and above


• Jwellerystore
• Bridal Accessories
• Clothes
• InvitationCard
• Matrimonial counter
• Toursntravels
• Decorators
• Caterers
• Weddinghall
• Beautysalon
• Restaurants
• Funzone
• Weddingplanner
• Cosmeticitems
• Giftarticles
• Photostudio
• Footwear

Size of business

Our venture will be spread on a 25000sq.ft plot in stadium road .it will be spread
across 4 floors with several shops and counters spread on 3 floors and 2 wedding
halls on one floor.its a huge business venture


Position Number of employees



Accountant 1

Site Officer 1

Project Manager (Marketing) 1

Security Guard 1

Total 6

Physical plant:
The VIVAH mall will be located at stadium road,ahmedabad .its at the end of cg
“ ”

road where many shopping outlets are located. so it will be easily noticeable by most
of our customers. Main reasons of locating our wedding mall at stadium Road are:

➢ Most of the customers will be aware of it as its much sort after areas in
the city stadium road is easily reachable from any corner of the
ahmedabad city. Regular counter buses and other transport facilities are
available at Asharam Road which is connected to it.

➢ it is just beside the main commercial area CG road in the city. Most of people
use to go for shopping that’s why it is most recognized place. Our mall will
be spread across11000 square feet thus we hope, we can manage to all
the products and service portion of our business under a single roof

Organization Plan:

Form of ownership: Partnership

Business Identification of


• Chirag Gandhi
• Hetal modi
• Hemali jadafva
• Hathising kamaria
• Bhavik parekh
Terms of Agreements:
• 3 Years agreement
• Have vision to expand the business
• 60% of profit earned in a year will be reinvested till further notice.
• Responsibilities will be specific and realistic
• Any kind of loss or profit will be distributed among the partners according to their
contribution for that particular loss or profit.

• Partners should have good understanding between each other.

• Any kind of unethical behavior will not be accepted.
• Confidentiality of the firm must be reserved!
• All the partners should sit for a meeting to discuss future plan and recent threat for
once in month.

• No products will be sold on account to the customers

• Any of director can’t argue about Terms and Condition.

Backgrounds of the management employees:

Our management employees should be enrienched and good communicator. As our

shop is about wedding and providing marital service, therefore, we need such kind of
people who can well communicate with the customers and make them to buy our
products and services. The officers who will work on site should be experienced as well.
We need experienced person here because to manage an event is not an easy task and
to have cost efficiency and to control any unexpected situation, an experienced person is
much better choice. An experienced person does not mean that the employees must be
educated. Any one who has deal with such event for long time can be eligible for the

Job Title: ceo

Roles and

There will one manager in the firm, who will deal with all official and related issues of the
business. All kinds of official affairs will be reported to the manager. Moreover, manager
will possess the authority to change any
procedure if he thinks necessary, but in this case, decision of the directors is

Job Tittle : CEO (Chief Executive Officer)

Available Positions : 1

Job description

After the five owners, he is the second most important and powerful position in the shop.
The main responsibility of this post is to carry out the policies issued by the owners. He also
oversees the present ongoing progress of malls so that everything goes towards shop’s

(CFO) chief financial officer:

Job position: financial

Reports to: owners

see the financial part of

the mall

➢ Co ordinate with ceo for all the functions

➢ Co ordinate with architect so that a mall becomes functional within the budget of the

➢ Maintain all records of construction of mall,office space rented,leased or sold to

others etc


Keeping record of the equipments,matterials,etc used in the mall, deal with the
employees’ salary, financial support, and other issues. The accountant will report to the
cfo about the financial condition of the firm on a daily basis .

Duties and responsibilities:

• Preparing the financial statement for the organization on each six months.
• Recording inventory items, whether going out or in and how much is there
on the mall etc.

• Recording daily sales and income on daily basis.

Site officer:
he will be posted on the site and will oversee the construction of the site n report to the CEO. Their
duty will be, monitoring the assigned task and reporting the information to the CEO. Job

He/she will be responsible to keep the shop

environment neat and clean

Duties & Responsibilities


o Clean and sweep the shop floor.

o Maintain a neat and clear environment in the shop Clean

the shop equipments

Security Guard:

Two security guards will be recruited on shifting basis on our shop. Their salary will be
decided according to the typical salary rate on the market.

Job Title: Security Guard

Reports to: Manager

Available Positions: 1

Job description

He has the job of keeping the security system of the shop and helps the Factory
Manager to keep the shop secured.
Duties & Responsibilities

o Handle any awkward situation.

o Ensure shop security.

o Examines doors, windows, and gates to determine that they are secure.

Payment policies:

Salaries: All the employees will get monthly salary for their regular job. Their salary
plan will be decided by the normal salary rate of in india In addition, if any change on pay
scale is required it would be decided by the discussion between director board and


Basic allowance 25000

Travel allowance (10% of the basic 2500
Mobile bill (5% of the basic salary) 1000

o Yearly holy day 15 days without government declared holy day.

o a bonuses per year


Basic allowance 8000

Travel Allowance( 10% of the basic 800


Others .
o Yearly holy day 15 days without government declared holy day.
o a bonuses per year

Security Guard

Basic Allowance 2000


Yearly holy day 15 days without government declared holy day.

o a bonuses per year

Project Manager
Project manager 15000

Travelling allowance 10% of basic 1500

Mobile exp 750

Site Manager
Site manager 10000

Traveling allowance 10% of basic 1000

Mobile exp 500

• We can keep the data of the existing customers. From the data of existing customers we
can identify the best seller zone and the group who mostly buy our product.and we can
inform tham when new schemes or events happeing in the mall

• Computer makes our daily life easier. We have our webpage and can sell
goods and can have virtual contracts of organizing parties out there on internet.