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Marketing Management: Indian Cases by Susobhan Goswami G.Radha Venkatesh Suresh Paul A, Varsha Jain Ashita Majra Isaac Jacob

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CASE 19

A Case Study on Direct Marketing of Wedding Return Gifts

Wedtree.com is a start-up based at Chennai, India, whose core business focus is wedding takeaway1. The company is using social media campaigns and other direct marketing efforts to build and retain its customer base. Anand Krishnamurthy, co-founder and CEO of the company, has over the years expanded his business across categories. The market is seasonal, but the growth prospects are promising. With more competitors eyeing the segment and marketing challenges on the path, Anand is beginning to contemplate strategies that will help him grow and sustain in the industry, while keeping his niche focus intact.

THE INDIAN WEDDING INDUSTRY

In recent years, India is witnessing a new trend, ...

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