PLANNING AND MARKETING FOR SMALL SCALE BUSINESS -WEDDING INDUSTRY

Abstract

Wedding industry in India is growing very fast and contributes a huge part to the economy, even though there are lack of good research and quality literature, underpinned by technology advancement and social media influence. The main aim of this study is to plan and see effect of marketing and promotional strategy of small business in wedding industry. To plan for marketing strategy we firstly should study the current wedding industry size and its challenges, then accordingly develop a marketing strategy so that business will able to make long term and good relationship with partners and customers. Planning will be done so that we can easily target the right customers This study covers theoretical foundation of researches of the wedding industry. The method used here will be the descriptive survey method aimed to plan and strategies for marketing of small business in specific area. We will focus more on social media marketing strategy to modify traditional ways of wedding planning and management processes. The industry includes a lot of sub-industry like decoration, photography, makeup, food, clothing, hotel etc. It is very difficult to estimate size of the industry but as per the research carried out by KPMG (2017) the market size is projected to be around 40–50 billion dollars and it is continuously growing at the rate of twenty to twenty-five percent every year.