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Indian Wedding and Beauty Care Markets: Competitive Convergence?

CASE FLYER, MARKETING MANAGEMENT
ET Cases, 5 pages
AUTHOR(S) : Dr. Radhika Jonnalagedda and Dr. Nagendra V. Chowdary
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Indian Wedding and Beauty Care Markets: Competitive Convergence?

 

Expected Learning Outcomes

• Understand business growth potential and future challenges of the wedding market in India
• Understand the business dynamics of Indian beauty care and assess the industry attractiveness of Indian beauty care market

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Indian Wedding Market: Growing Service Partners

1. Which products and services are associated with the wedding market globally? According to you which products and services are optional and which are imperative (largely culturally)? What are the business and marketing implications of the same?
2. In the base article Liza Varma, CEO, Quintessentially Weddings, was quoted, “Earlier, only the guests at the wedding would see the bride and groom, but now with pictures getting uploaded on social networking websites on a real times basis, people have become so much more conscious.” Do you think that digital marketing (Smartphone Apps and Social networking sites) will prove to be one of the major partners in future in the Indian wedding markets?
3. What factors do you think have contributed to the increased popularity of wedding market in India? Analyze using PESTEL (Political, Economic, Social, Technological, Ethical and Legal) framework.
4. ..........................


Exhibits

Exhibit I: Business Operating Formats in Indian Beauty Market

Teaching Note Preview

Indian Wedding and Beauty Care Markets: Competitive Convergence?

 

Synopsis

This case flyer enables a discussion on the growing opportunities for marketers in the wedding and the beauty care markets in India. The Indian weddings have evolved drastically in the last two decades making it a $38 billon segment in 2013. Indian beauty market is pegged at INR 290 billion in 2012 and is likely to grow up to INR 490 billion by 2015. The base article indicates that the increasing Indian ‘middle class’ sector is spending big money on branded beauty products and services for the ‘perfect look’. Experts are also of opinion that beauty and wedding markets are least affected by business cycles.

The case flyer can be used to teach Michael Porter’s Five Force Analysis in Marketing Management Course and 7Ps Concept in Services Marketing Course.

Expected Learning Outcomes

  • • Understand business growth potential and future challenges of the wedding market in India
  • • Understand the business dynamics of Indian beauty care and assess the industry attractiveness of Indian beauty care market

 

Positioning and Setting

This case flyer can be ideally positioned for teaching –

  • a) 7Ps of Services Marketing – Services Marketing Course
  • b) Strategic Management – The Industry Attractiveness and Industry Analysis

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Exhibits

Exhibit (TN)-I: Wedding Planning: Affordability and Cultural Sensitivity

Exhibit (TN)-II: Key Segments in the Indian Beauty Market

Exhibit (TN)-III: Formats of Beauty Business in India

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Abstract


This case flyer expedites a discussion on the growing opportunities for marketers in the wedding and the beauty care markets in India. The Indian wedding market is spreading its tentacles into many varied services including the ones like Euphoriq App, which is a paid technological service that extensively customizes the webpages of the groom and the bride.
Now that the Indian weddings have evolved drastically in the last two decades making it a $38 billion segment in 2013, what are its growth opportunities and challenges for the businesses? Going by a large consensus, does the Indian beauty care market correlate with the wedding market? If so, how? The base article1 highlights about the Indian beauty market which is pegged at INR 290 billion in 2012 and is likely to grow up to INR 490 billion by 2015. Will that mean a high incidence of convergence for the two markets in future? The case flyer can be effectively used to teach Michael Porter's Five Force Analysis in Marketing Management Course and 7Ps Concept in Services Marketing Course.



Pedagogical Objectives

  • To understand business growth potential and future challenges of the wedding market in India.
  • To understand the business dynamics of Indian beauty care and assess the industry attractiveness of Indian beauty care market

1 Ratna Bhushan and Vijaya Rathore, 'Ready to Spend Big Bucks to Get that Perfect Look', The Economic Times, December 14th 2013


This Case Pack Includes:
- Abstract
- Case Flyer
- Analysis


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