AID17628: A woman entrepreneur is
planning to set up an e-shop for a range of costume jewelry made of silver and
semi-precious stones. Saira’s is the jewelry brand which is being targeted at
girls and women aged 13-50 years. Since she doesn’t have lavish budgets to
promote Saira’s, she is evaluating the following routes:
Home shopping
networks offered by cable operators and digital TV operators.
Word-of-web
through social networking sites such as Facebook and Twitter, consumer blogs,
etc.
Online stores such
as Amazon, Flipkart, Snapdeal, Myntra and also setting up the company’s website
Home-parties or
kitty parties of women; an option based on word-of-mouth and consumer referrals
Exclusive outlets
in prime locations of the city
What are the
various strategic, tactical and locational considerations/factors that she
should keep in mind for deciding the most appropriate channel (s)?