matrimonial market analysis
Post on 18-Nov-2014
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Online Marriage Service Providers
Current ScenarioMatrimonial sites are now the 13th most popular mainstream online activityOver 12 million Indians use online matrimonial searches
50% members of marriage portals live in the five metros79% of online matrimony surfers are well-qualified
The organized matrimonial business in India is worth about Rs 1,000 crore (Rs 10 billion). In a country of 1.12 billion people,
Internet users number around 45 million. Of those, approximately 6 million to 8 million are seeking future mates online
Source: Study by JuxtConsult
100 odd matrimonial sites exist in India.
Shaadi.com BharatMatrimony.com Jeevansaathi.com TimesMatri.com Simplymarry.com
Main Players
43%
45%
8%
4%
Market Share
Shaadi.comBharatmatrimonyJeevansaathiothers
50% growth rate in marriage site sector. Acc. to US-based EmPower Research, the
online matrimony industry in India may reach 21 million registrations with revenues of $63 million by 2010-2011
Current Internet growth rate: 25% to 30% YOY
Growth Potential
Psychographic Traditional culture of Arranged MarriagesReligion, Mother Tongue ,Caste are important criteria for matrimonyConsumers are time constrained
Segmentation
Competitor Analysis
Traffic
Number of people visit sites
Criteria & Change
Shaadi BM Jeevansathi SimplyMarry
People 695,190 34,824 31,339 21,782
Average stay (Average no. of min, on the site per visit)
Avg Stay 6:31 5:23 2:19 4:14
According to Ranking.com
Shaadi.com – 477JeevanSathi.com – 1317BharatMatrimony – 2215SimplyMarry - 11701(The lesser the rank - the better of course)
Source : Compete.com
People Count-Monthly
Well Shaadi seems to be the clear winner
Popularity - Internationally and amidst NRI’s
Percentage traffic from various countries
Shaadi BM Jeevansathi SimplyMarry
India 53.1 72.5 80.5 63.2
USA 11.5 4.6 3.1 4.5
UK 6.2 - - 2.9
UAE 3.5 4.0 2.4 10.6
Traffic rank in various countries
India 31 28 94 241
USA 1646 11108 28734 51292
UAE 276 693 1287 1260
Ranking
Google PageRank - Higher the better - Shaadi/SimplyMarryAlexa Rank - Lesser the better - JeevanSaathiCompete Rank - The lesser the better - ShaadiQuantcast Rank (Quantcast provides US base site visitor demographic statistics) - The lesser the better -BM Technorati Links - The more the number of links, the better for a site -Shaadi
Price Comparison
Duration Shaadi.com
JeevanSathi.com
BharatMatrimony.com
SimplyMarry.com
3 months 1595 1350 – 1900 1590 – 2290 500
6 months 2655 1900- 2750 2690 – 3890 1000
9 months - - 3440 - 4990 -
12 months 4250 4100 - 2500 - 3500
Note: All figures mentioned are in Indian Rupees (INR)
The name is short and simple and most relevant largest NRI audience. nice secure feel about it Simple search Dynamic testimonial Shaaditimes.com – A Wedding Portal of sorts
Group of 15 portals Extremely popular amidst South Indians and for other
regional services A reason why someone would visit BM before Shaadi is:
- Good advertising by BM- Word of Mouth
The Search is again simple and efficient. Displays results without having to register Too aggressive while Marketing themselves India's anti-monopoly watchdog, Monopolies and
Restrictive Trade Practices Commission (MRTPC) asks to stop success Ads to matrimony website Bharatmatrimony.com
ISO 9001:2000 certification Matrimony Xpress: blogging platform
JeevanSathi comes from the stable of InfoEdge, i.e. it is a Naukri.com group company
Most traffic at least in India Too many paid membership options -18!
Promoted by TimesGroup Leading off-line matrimonial service Great position to be eventual leaders if they
can utilize the newspaper matrimonial classifieds
Simple tactic –◦ show the benefit of a free listing on
SimplyMarry.com ◦ when a person buys a listing for the matrimonial
classified in the newspaper , later on try to convert him into a paid online customer
Analysis of the Ads
Target Audience: Youth looking forward to marriage in the near future
Ad emphasis: Finding the right partner Ad execution:
◦ Fun and enjoyment◦ Ads based on real life examples◦ Animation based ads
Key message: Helping today's youth in making the right decision in marriage
Reason to believe: Ad presentation synchronizes with the youth mind set
Shaadi.com
Target Audience: ◦ Parents looking for a match for their children◦ Youth looking forward to marriage in the near future
Ad emphasis: Right combination of cultural and modern values
Ad execution: ◦ Endorsement to movies◦ Regional portal ads: websites dedicated to individual states
Key message: Finding a match with the perfect blend of modern and traditional values
Reason to believe: Ad presentation depicts present scenario; a spouse who understands you and your family needs
BharatMatrimony.com
Target Audience: ◦ Parents looking for a remarriage option for their
children◦ Close family members and friends◦ Individuals – divorced or widow/widower
Ad emphasis: Giving marriage a second chance Ad execution:
◦ Emotional and sensitive◦ Very realistic approach
Key message: To convince people for remarriage Reason to believe: High appeal to the concerned
segment
SecondShaadi.com
Brand Name: marriage4nri.com Target Audience: Providing a dedicated
marriage portal for NRIs◦ Huge Market potential◦ No major players in the market
Brand Positioning: ◦ Credibility and authenticity◦ Huge data resource for the customer
Brand Image:◦ Trusted and reliable source of information◦ Availability of other extended services
Our Brand
Services:◦ Verification and stamping of profiles◦ Online dating services◦ Astrological/Horoscopes matching◦ Wedding planning services◦ Honeymoon packages◦ Sending gifts, cards etc◦ Providing online counseling
Features:◦ Country specific orientation◦ Matchmaking as per: Community, Religion, Country,
Occupation
Recommendations Services and Features
Thank You
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