Celebration Candles: Confronting Growth Challenges
Pooja Tiwari (Pooja), a 29-year-old home maker, attended a workshop on candle making. As a hobby, she started making candles at home. She started experimenting with various colors, fragrance and designs of candles. Soon she made dozens of designer scented wax candles at home, and started gifting these candles to friends and relatives on various occasions. She further acquired expertise in making different varieties of them such as aroma candles, floating candles, decorative candles, etc. Her newly acquired skill was praised by her friends and relatives and few suggested her to convert this hobby into a business venture.
The idea of starting business started mounting in Pooja’s mind. After all she was a management graduate and did not want to confine herself to the boundaries of house! She felt by being an entrepreneur she can decide the scope and expanse of her work depending on the family priorities. She also understood that for being successful in the business only making good candles is not sufficient, but marketing them was equally important. She was also not sure about what would be the returns of this business.
However to push start the venture she decided to take a first step by participating in one of the famous exhibition in Pune. She shared her stall with one lady who was selling home décor items. There were more than 300 stalls in the exhibition, and the foot fall was good. Only Pooja’s stall was selling decorative aroma candles and the response was amazing. At the end of the 5th day of the exhibition, she calculated inflow and outflow of the cash, her venture has got a fantastic response. She has invested INR35000/- including cost of material and stall but the total sale was of INR55000/-
Celebrations Candles – The Inception Phase
Overwhelmed with the success at first stroke, Pooja positively started thinking of the business. She understood the importance of branding and decided to brand her candles as ‘Celebration Candles’. Celebration Candles was registered under the Shop Act License. To create brand awareness, Celebration Candles was registered on information websites like Indiamart & Just Dial.....
The Growth Phase
Celebration Candles had developed good network in the market within one year only through participating in various exhibitions. Pooja had started taking designer candle orders. She had registered her business in leading B2B website Indiamart. She was getting orders in very small quantity outside Pune. Sometimes she used to get the good enquiry outside country but because she was not having export license she was not able to fulfill the query. After 6 months, she discontinued the services of Indiamart......
Maturity & Downfall of Celebration Candles
From 2012, suddenly because of the change in macroeconomic factors, the business got hampered. Prices of raw material increased with the rise in petrol prices which in turn increased the price of wax from INR80 per kg to INR120 per kg. The gas cylinder price also rose from INR420 to INR750.
Chinese candles were grabbing the market because of their economies of scales production. Chinese battery candles emerged as a substitute for handmade candles. Though business was running, profit margin was decreasing. Clients like event decorators and restaurants began to opt for battery operated candles. China’s economies of scale production of candles affected Indian manufacturers..............
Assignment Questions
I. Conduct SWOT analysis of Celebration Candles.
II. Understand and analyze the growth strategies for Celebration Candles.
III. Discuss the strategies for capturing domestic and international market.
IV..............
Exhibits
Exhibit I: Overview of Candle Business
Exhibit II: Candle Making Market in India
Exhibit III: Candle Manufacturing Process
Exhibit IV: Marketing Mix of Celebration Candles
Exhibit V: Celebration Candles’ Target Market
Exhibit VI :Competitive Advantage of Celebration Candles
Exhibit VII: Marketing Strategies of Celebration Candles
Exhibit VIII: Pricing Strategy of Celebration Candles
Exhibit IX : Distribution channel of Celebration Candles
Exhibit X: Human Resource Plan of Celebration Candles
Exhibit XI: Raw material Requirement of Celebration Candles
Exhibit XII: Segmentation of Celebration Candles