In Vitro Market 2013 Market Analysis. Historical Trends 2013 Market Analysis.
Matrimonial Market Analysis
Transcript of Matrimonial Market Analysis
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