CASE STUDY
How Shaadi.com started as an experiment became leader in the online matrimonial industry?
Author Box • Delhi School of Internet Marketing is a trademark of "Kixx Media Pvt. Ltd." as a leading Internet Marketing Training provider for Corporate, Professionals, Entrepreneurs and Students . • An all in one advance digital marketing course for working professionals, business owners and job-seekers, crafted meticulously, covering 17 modules of digital marketing, where you learn from top industry leaders • DSIM receives 4.7 rating out of 5. DSIM reviews, feedbacks, track record of results and success is due to its investment in students, best training, and technology. More reviews can be checked out on : http://dsimreviews.blogspot.in/2015/08/dsim-reviews-what-peoplethink-of-dsim.html
What you will find in this Case Study? • • • •
About Shaadi.com Idea of Shaadi.com Revenue Model Marketing Strategy
About Shaadi.com • Started in 1996 as a Matrimonial site • Founded by Anupam Mittal • Specialized in matchmaking service • More than 3.2 million matches globally • Touched the lives of more than 35 million people.
How Shaadi.com started?
A
B
C
D
Anupam Mittal lived in US and working as Product Manager
He felt bore and wanted to Return India with an Idea
One day he met a traditional Matchmaker
H
G
F
In 2001 Anupam changed the name from sagaai.com to shaadi.com
Idea was conceptualize & in 1997 sagaai.com was launched as an experiment
Enquire about the no. of people involve in matchmaking and got answer 50-60
E
He reached to Anupam thought to the idea of overcome the matrimonial limited no. of website matches
Revenue Model of Shaadi.com • Very modest & candid revenue model • Registration over the platform is free of cost • Charge the member for a premium membership • User can look for various matches according to their requirement • Recorded about 3.2 million marriages across the globe
“Indian matchmaking market size is of around $1 billion and Shaadi.com shares around 40% of it”
Marketing Strategy
“Engage audience through initiative taken to solve the real life problems faced by people in personal related to Love, Marriage, Dowry deaths etc.�
1
“Campaign creates awareness on the issue raised and social media platform receives a lot of customer engagement through the campaign related with social issues like dowry, child marriage, women empowerment etc.�
2
“To increase their customer base and user engagement, more than 100 offline Shaadi Centers were opened in over 70 Indian cities.�
3
“Regularly host games and contests to engage the customer and generate awareness among the society. �
4
“Shaadi.com used ‘dowry calculator’ to highlight social evil. They gave a message through the dowry calculator campaign to stop dowry in marriages and showed the number of dowry deaths in India in place of worth value of your dowry.”
5
�The company also endorsed Chetan Bhagat to promote the brand name.�
6
Social Media Campaign #FastForHer
• The campaign received huge response from the audience. • Head count of more than 18, 72,272 people took the pledge on the website www.fastforher.com.
• The hashtag #FastForHer kept on trending for the whole time and received over 78 million impressions over Facebook and Twitter. • Its YouTube videos got 140,000+ views and with more than 250,000 posts like on Facebook, the campaign showed its success.
For More Case Studies: Visit : http://dsim.in/blog/
Thank You