Shaadi.com ,Metrimonial site-Marketing Of Services

ByAnuj Shrivastav(13)

Ashish Taneja (17)Ashwini Yadav (18)Avinash Kumar(19)Digvijai Chandra ()

SHAADI.COMIDEA

Provide a global reach to the bride/groom seeking parties.

It was self-operative and easy. Use preferences to filter

registration profiles. May run several different

portals to cater for needs like different languages.

Virtual meetings are possible.

Information to be disclosed can be well decided by the parties.

Created on: 1996 (18 years old)

Created by: Anupam Mittal Audience Appeal: Global Tagline: Find love arranged

by Shaadi.com Market share: 35% It was the first matrimonial

site to receive the coveted ISO 9000:2001 Certification.

ObjectivesBusiness Goals

1. Provide people with a superior matchmaking experience by expanding the opportunities available to meet potential life partners and build fulfilling relationships.

2. Display more relevant matches than any other matrimonial service

3. Consumer Satisfaction

Consumer Expectations

1. To meet compatible people

Caste preferences

Appearance based preferences

Income/job preferences

Habits/hobbies

2. Have their information kept private

3. To get reliable information

4. Time saving and efficient

Services Offered Verified Profiles, Assured Contacts, region specific portals and

Mobile Alerts in the online matrimony space. Mobile app, expert help for writing about me, daily 5

recommendations, shaadi blog which talks about love stories, relationship advices etc.

Personalized Services: SelectShaadi.com Wedding Planning: Shaaditimes blog which talks about love

stories, relationship advices etc. ShaadiCentre.com, network of more than 100 marriage bureaus

across India with a well trained team of relationship advisors to assist you in search for a partner. Shaadi Centres were pioneered by the founders of Shaadi.com, the world's largest and most respected internet marriage facilitating site having more than a decade of expertise.

Customer Touch Points: Website, Live chat(online), mobile app, Facebook, twitter, Google+

Strategies

1. Professional, Simple and Direct Communication

2. Personalized Services: SelectShaadi

3. Occasion Marketing4. Geographic Segmentation5. Marketing activities integrated

with Media and Entertainment Industry.

6. Integrated with print media Hindustan Times Matrimony

7. Offline Shaadi Centers

8. Key Differentiator: Very clean interface, no advertisements, very effective search

9. Ads execution: Fun and enjoyment Ads based on real life examples Key message: Helping today's

youth in making the right decision in marriage

Reason to believe: Ad presentation synchronizes with the youth mind set

Awards

Won Silver in Indian Digital Marketing Awards

'Best Use of Social Media in Marketing Award' at The 12th Indira Awards

won the India Digital Award for Best Use of Internet for Social & Economic Development.

Shaadi.com's Angry Brides campaign has won a Bronze at the 2012 Internationalist Awards for Innovative Digital Marketing Solutions

ONLINE MATRIMONY

introduction

Online Matrimony is an organized web based Matrimonial/Marriage service facilitating wishful men and women to find their suitable life partners .

Online Matrimony caters to people spread across the globe with the help of internet.

Matrimonial sites are specially popular in India and among Indians settled overseas.

Matrimonial sites register users, after which they are able to upload their profile onto a searchable database maintained by the website.

On average there are more women “on the market” than men. In the 30-36 age group, there are 15 women to one manIn the 26-30 age group, there are 7 women/ man In the 20-25 age group, the ratio changes and there are 2 men/woman.

Source: www.hindustantimes.com

Awareness Customer recognize name of company or one of its product mix

Exploration Profile searching, Interaction with executives through phone calls, emails.

Familiarity Completed several transactions .if successful :Next step If not successful: Switch to Competitors

Commitment If Successful: Word of mouth communication. If Unsuccessful : False rumors

Separation Disappointed by changes in level of services.

Matrimonial Services

Providers

Individual/Small Enterprises Wedding

Related Services

Marketing & Promotional

Activities

Online Offline

Business model of online matrimonial Service providers

Funding Structure: Through-

- Venture Capital.

- Arms of LLC.

- Self Funding

- Partnership funds.

- Social/Religious Trust Funds

- NRI Associations.

Exact Internet business model adopted

- Brokerage Model.

- Advertising Model.

- Subscription Model.

- Affiliate Model

(Commissioning for referrals)

Distribution Architecture

How we reach to our customers?

- Satellite TV Interactive services.

- Mobile Apps.

-Viral Marketing (Online)

- Offline outlets or Franchise centre.

-Newspapers/Magazine.

Distribution Architecture

What job we do for our customers?

- Matchmaking

-Personal Counseling through RM

- Tele Marketing

-SMS & Email for easy Filtering.

- Video/chatting/blogs.

Offers

- Free services

- Paid Services

-Value Added services

- Professional Services

Revenue Model

Cost Structure Sources of Revenue

-Depend upon Volume of profile uploads -Online Ads & Allied matchmaking

-Application uploads Database storage charges. -Wedding directories

-Salaries for executives. -User Subscriptions

-Marketing Franchise -Referrals

-Depend upon Traffic visits from domestic &overseas. -Targeted Banner ads

Customer Segment Basis:

- Geographic

-Demographic

-Psychographic

Players in online Matrimony business

Shaadi.com CitizenMatrimony.com Bharatmatrimony.com

Jeevansathi.co SimplyMarry.com Pabitravivah.com

Dulhemiyan.com Suremarry.com Mymitra.com

Meribahu.com A4agent.com Globalalliancematrimony.com

Matrindia.com Meetoutside.com Sanjogse.com

Findari.com Mangalsutrabandhan.com Liverishta.com

Rightmatrimony.com Shubhmaitri.com Esindoor.com

Rishtaywali.com Bigvivah.com Vivaah.com

Rishtaa.com Swayamwara.com Shubhshaadi.com

Indiamatrimonials.com Lifepartnerindia.com Alliance4u.com

IndianRishtey.com Merasathi.com Navbandhan.com 123-matrimonials.com Kalyanavaibhogam.com Sunmatrimony.com Tamilshaadi.com Swayamwara.com

Ananthammatrimony.com Arathy.com Pillaimatrimony.com

Marryannari.com Tamildarling.com Jodi365.com

Tamilsuyamvaram.com Vehavik.com Kalayanvaibhogam.com

Business Goals

• Dominant brand for consumer services through Internet and

mobile.

• They want to combine the tradition and technology.

• Take biggest market share

• To give the best match for users

• Opportunity for every individual to realise their personal

potential and achieve financial freedom in a challenging

environment

• Consumer satisfaction

• Profit maximization

1. Provide people with a superior matchmaking

experience by expanding the opportunities available to

meet potential life partners and build fulfilling

relationships.

2. Display more relevant matches than any other

matrimonial service

3. consumer satisfaction

BRAND NAME Bharat matrimony Jeevansathi Shaadi

TAGLINE For happy marriages We match better The World's Largest

Matrimonial Service

AUDIENCE APPEAL Global Global Global

BIG IDEA/CONCEPT To tie tradition and Consumer satisfaction Find the perfect match for

technology together and privacy the user

TARGET AUDIENCE Young audience and Orthodox families Mix of Indian families.

liberal families

TONE OF VOICE Friendly, Emotional Professional, Simple, Professional, Direct

Direct

TOP PRIORITY Preference customization PRIVACY, preference protecting privacy and

customization security of their customers

20%

MARKET

SHARE

Bharat matrimony

40%

Shaadi 35%

Jeevansathi 20%

Bharat matrimony is leading because…

1. It has 15 regional portals for members of different

religions.

2. Connects with the youth.

3. Very User-friendly and interesting interface.

4. They offer a service of free doorstep payment

collection. Which makes the customers think its more

reliable and trust worthy.

5. They offer free counseling sessions to their customers

before marriage and also help them organize their

wedding.

6 C’s of Happy Marriage

Advantages of shaadi.com Millions of Members

Strict Profile Screening Systems

Search Technology

Security & Privacy Controls

Communicate Effectively

“shaadi.com” on the move

Premium Membership