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COCOABOOK Marketing Consulting
JuYoung KongHan Gaul jeong
Jonas Leve PhilGu Kyung Dong Gyune Han
Tae Jun Lee
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What is COCOABOOK?
Market Sensing
Segmentation, Targeting and Positioning
Marketing Strategy
Conclusion
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Table of Contents
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Cacoabook
2
Market
3
STP
4
Strategy
5
Conclusion
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Company
Online based Social Dating Service
Launched: April 2011
About 140.000 users
Generates profit by selling coupons
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Cacoabook
2
Market
3
STP
4
Strategy
5
Conclusion
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How to use..
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Cacoabook
2
Market
3
STP
4
Strategy
5
Conclusion
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How to use..
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Cacoabook
2
Market
3
STP
4
Strategy
5
Conclusion
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How to use..
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Cacoabook
2
Market
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STP
4
Strategy
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Conclusion
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How to use..
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Cacoabook
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Market
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STP
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Strategy
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Conclusion
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How to use..
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Cacoabook
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Market
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STP
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Strategy
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Conclusion
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How to use..
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Cacoabook
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Market
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STP
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Strategy
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Conclusion
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How to use..
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Sign up
Wait for confirmation
3 suggestions every 11pm
Choose one
Pay & contact
Have a nice date
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Cacoabook
2
Market
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STP
4
Strategy
5
Conclusion
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Competitors
off-linebased
matchingservice
socialda4ngservice
cha5ngandspeedd
ate
orientatedservies
marriage-oriented
about 100 other competitors
mainly about blind dates/fun
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Cacoabook
2
Market
3
STP
4
Strategy
5
Conclusion
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Competitors
Matching
System1:1 matching 3:3 matching
Fee14.900/month
for full acess
Basic acess is free
25.900/month
for full acess
Basic acess is free
Revenue150 million/
month80 million/
month
Number ofUsers
280,000 140,000
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Cacoabook
2
Market
3
STP
4
Strategy
5
Conclusion
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Segmentation
age 20 -30Hobbys
Interests
Lifestyle
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Cacoabook
2
Market
3
STP
4
Strategy
5
Conclusion
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Marketing Objective
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Cacoabook
2
Market
3
STP
4
Strategy
5
Conclusion
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Marketing Objective
lowerthe price
differ-entiation
activepromotion
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Cacoabook
2
Market
3
STP
4
Strategy
5
Conclusion
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Marketing Objective
differ-entiation
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Cacoabook
2
Market
3
STP
4
Strategy
5
Conclusion
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Marketing Objective
Security Custo-mization
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Cacoabook
2
Market
3
STP
4
Strategy
5
Conclusion
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Positioning
off-linebased
matchingservice
socialda4ngservice
cha5ngandspeedd
ate
orientatedservies
marriage-oriented
about 100 other competitors
mainly about blind dates/fun
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Cacoabook
2
Market
3
STP
4
Strategy
5
Conclusion
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Positioning
Security
Customization
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Cacoabook
2
Market
3
STP
4
Strategy
5
Conclusion
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Positioning
Security
Customization
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Cacoabook
2
Market
3
STP
4
Strategy
5
Conclusion
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Strategy - Security
Certificate () from NICE rating service
Encourage members to prove their information
SNS account on the profile
Provide safety number service
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Cacoabook
2
Market
3
STP
4
Strategy
5
Conclusion
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Strategy - Customization
Team dating service
Satisfy different needs
Safer
Attract more users
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Cacoabook
2
Market
3
STP
4
Strategy
5
Conclusion
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Strategy - Customization
More specific profile
More questions better algorithm
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Cacoabook
2
Market
3
STP
4
Strategy
5
Conclusion
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Strategy - Customization
More specific profile
More questions better algorithm
Tagging
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Cacoabook
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Market
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STP
4
Strategy
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Conclusion
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Strategy - Customization
Festivity events
Conducive atmosphere
Promotion effects
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Cacoabook
2
Market
3
STP
4
Strategy
5
Conclusion
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Conclusion
1
Cacoabook
2
Market
3
STP
4
Strategy
5
Conclusion
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Positioning
We COCOABOOK, the most secure social service
offering various options tailored just for you, proudlyguarantee that you will find your other half in no time
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Cacoabook
2
Market
3
STP
4
Strategy
5
Conclusion
Back Up
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Context
Public awareness increased
Follower status
More smart phone/ internet usage
Market enter into settling stage
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Cacoabook
2
Market
3
STP
4
Strategy
5
Conclusion
Back Up