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:
networks offered by cable operators and digital TV operators.
through social networking sites such as Facebook and Twitter, consumer blogs,
Online stores such
as Amazon, Flipkart, Snapdeal, Myntra and also setting up the company’s website
kitty parties of women; an option based on word-of-mouth and consumer referrals
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)?