Matrimonial
sites are now the 13th most popular mainstream mainstream online activity Over 12 million Indians use online matrimonial matrimonial searches
50%
members of marriage portals live in the five metros 79% of online matrimony surfers are wellqualified matrimonial sites exist in India. 100 odd matrimonial The organized matrimonial business in India is worth about Rs 1,000 crore (Rs 10 billion). Internet In a country of 1.12 billion people, Internet users number around 45 million. Of those, approximately approximately 6 million to 8 million are seeking future mates online Source: Study by JuxtConsult
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Shaadi.com
BharatMatrimony.com Jeevansaathi.com TimesMatri.com Simplymarry.com
Market Share 4% 8% 43% Shaadi.com
45%
Bharatmatrimony Jeevansaathi others
50% growth rate in marriage site sector. ` Acc. to U S-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 `
Demographic
Age: 25-35 age group forms the largest base of matrimonial users at 40 per cent, followed by the 19-24 age group at 34 per cent. 79% of online matrimony surfers are wellqualified
Geographic 50% members of marriage portals live in the five metros Indians present in every corner of the world The South accounts for 44 per cent of users of matrimonial Web sites
Segmentation
Behavioral Occasions: Marriage, Remarriage Benefits:Economy, Convenience, Secure and private Platforms User Status: Potential users, First Time users, on users, Regular users Usage Rate: Medium
Psychographic Traditional culture of Arranged Marriages Religion, Mother Tongue ,Caste are important criteria for matrimony Consumers are time constrained
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) 5:23 2:19 6:31 Avg Stay
4:14
Source : Compete.com
According to Shaadi.com
Ranking.com
± 477 JeevanSathi.com ± 1317 BharatMatrimony ± 2215 SimplyMarry - 11701 (The lesser the rank - the better of course)
Well Shaadi seems to be the clear winner
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
Google PageRank - Higher the better - Shaadi/SimplyMarry JeevanSaathi Alexa Rank - Lesser the better Compete Rank - The lesser the better - Shaadi Quantcast 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
Duration
Shaadi.co JeevanSathi.co
BharatMatrimony.c
SimplyMarry.co
m
m
om
m
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)
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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!
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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
Target Audience: Youth looking forward to marriage in the near future ` Ad emphasis: Finding the right partner ` Ad execution: `
`
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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
`
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: `
`
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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
`
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
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Brand Name: marriage4nri.com Target Audience: Providing a dedicated marriage portal for NRIs
`
Brand Positioning:
`
Huge Market potential No major players in the market Credibility and authenticity Huge data resource for the customer
Brand Image:
Trusted and reliable source of information Availability of other extended services
`
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
