bumble Brand Development
Daisy Matsika Dehemi Muthukuda Pancharee Rujiraarporn
Brand Image and Positioning
Most other networking app have become provocative and unfriendly, bumble creates a safer and more serious atmosphere for women with their different option in categories.
“ Women make the ďŹ rst move.â€? Empowering the female gender to take charge. Make friends in a safe community. An area for no sexual harrassment, no nudity and revealing photos. -
Brand Identity -
“Make the first move” helping women make the first move , to start the conversation.
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Years later Bumble has now developed into many empowered connections , whether it is relationships,friendship or even professional connections.
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“In recent months, the #MeToo and #TimesUp movements have put sexual harassment and gender discrimination at the center of the cultural conversation” (Wolfe, 2019).
DEMOGRAPHIC
AGE
MARITAL STATUS
GENDER
OCCUPATION
DISTANCE RANGE
18-80 Years Old
Date - Single BFF/BIZZ - All Status
All Genders Female-friendly
University Students Businessmen/women
2-161 KM
BUYER BEHAVIOR
PSYCHOLOGICAL FACTORS
CULTURAL FACTORS
PERSONAL FACTORS
Perception - swiping the person you are interested Attitudes - feeling of romance , friendliness. Motivation - the eagerness to ďŹ nd a mate Learning- socialism, being open more
Applicable in All Cultures (Indian, Japanese, Australian, etc.) Social class - All Social Class
Age and lifecycle: college students and people who single in late 30s to 40s
TARGET AUDIENCE
SWOT Analysis
WEAKNESS
STRENGTH -
It’s more friendly than other competitors More demanded by the world demographics It has a niche audience. It comes in 3 ranges
S W
OPPORTUNITY -
It has the ability to create the niche audience it needs. Different plans offer different advanced features.
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Privacy concerns, as personal information is exposed.
THREAT
O T
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Strong competitions that offer similar. No up to date campaigns. Low retention rate.
MARKETING MIX Product -
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bumbledate matching app for male and females to find mates. bumblebff - connect to people nearby looking for friends. bumblebizz - grow network in terms of business.
Place -
Price -
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People Free installation and registration Spotlight in-app-purchase /coin system Boost in-app-purchase /time system subscription
Promotion Online Business Available in AppStore and Google Play Store
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Micro-Influencers real experience review in exchange for some perks from bumble. Organic Social Campaigns - natural promotion by their ambassadors, content pushed through ‘the gram’.
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Staff looks after appropriation and profile validation. Useful appropriation report system.
Process -
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Installation and Registration Create a profile promoting yourself in the different sections of bumble (date/bff/bizz) Swipe to match
Physical Environment -
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bumble headquarters bright and yellow office. Regularly holds collaborative events.
PERCEPTUAL MAP Niche Audience
bumble Committed Relationship
Uncommitted Relationship
General Audience
Recommendations bumble
TREND RESEARCH: Lab Rats “Among wellness-seekers a new mindset, is taking hold when it comes to one's health, wellness and lifestyle. In 2019, LAB RATS will see human wellness and lifestyle as an engineering problem to be solved. This outlook, with its origins in the Valley, will see rising numbers enthusiastically apply a test and ďŹ x approach to optimizing their health and lifestyle outcomes.â€? (TrendWatching. (2019). 5 Trends for 2019. [online])
Bumble is approaching for lifestyle networking that connects people in terms of healthy relationship, a new approach to the existing networking app which all becomes dating app. Lab Rat focuses on the wellness and lifestyle, engineering people lives opening them up to new opportunities and solving everyday struggle or problems. We aim to create an extension where in addition to connecting people to their local community, we also give them tasks which encourages them to go outside and actually connecting themself to the city not just the people.
Recommendation Options
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An app extension. bumbleunite/bumblebond/bumblefestive
Option 1: Connecting old school friends/long lost friend. Option 2: Event or activity set up. Connecting people with mutual interest in a face-to-face meet up.
ADDED VALUE
Collaboration with local cafe, restaurants and other stores. Venue where each activities will be held at are local businesses. This will ensure safety and standard hangouts.
RESTAURANT
PEOPLE
PARK
STORE
bumblehangout
Launch Mockup Swipe activities, not humans! Meet new people, do some new things. Hangout with people with mutual interest. Getting out of your comfort zones and connect with your city. Explore the town with a group of new people with a new perspective. Swipe your activities, match and start a conversation now!
FILTER OPTIONS
Group Gender
Number of Members
Venue Distance
Activity Type
STEPS TO bumblehangout
STEP ONE: GET VERIFIED
STEP TWO: ANSWER OUR QUESTIONS
STEP THREE: PICK 5 FIELD OF INTEREST
STEP FOUR: SWIPE AWAY!!
MEETUP AND ENJOY YOUR HANGOUT
Revisiting the Brand Identity Creating a safe atmosphere for women but also encourage them to step outside of their comfort zone. Do new things, meet new people through new activities or situations.
Members must request to join bumblehangout. They must be veriďŹ ed and must answer a set of questions before entering the main platform.
DEMOGRAPHIC
AGE
MARITAL STATUS
GENDER
Number of Members
DISTANCE RANGE
18 - Mid 30s Option to select age group
All Status
All Genders Option to select: male/female/mixed
4-8 people per activity All members must be veriďŹ ed
2-161 KM
BUYER BEHAVIOR
PSYCHOLOGICAL FACTORS
CULTURAL FACTORS
PERSONAL FACTORS
Perception - swiping the event/activity you are interested Attitudes - feeling of friendliness. Motivation - coming out of your comfort zone Learning- socialism, trying new things
Applicable in All Cultures (Indian, Japanese, Australian, etc.) Social class - All Social Class
Age and lifecycle: college students and active people
TARGET AUDIENCE
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Medium. (2019). Bumble is Killing the Marketing Game. Here’s How:. [online] Available at: Medium. (2019). Bumble is Killing the Marketing Game. Here’s How:. [online] Available at: https://medium.com/@j_48165/bumble-initially-launched-as-a-dating-app-where-girls-make-the-first-move-great-concept-right-988c73e5d0ee [Accessed 27 Oct. 2019]. Nast, C. (2019). Inside Dating-App Bumble’s Bid For Global Domination. [online] Vogue. Available at: https://www.vogue.com/article/bumble-india-whitney-wolfe-herd-interview-may-2019-issue [Accessed 28 Oct. 2019]. Rogers, C. (2019). How Bumble is trying to democratise networking. [online] Marketing Week. Available at: https://www.marketingweek.com/bumble-bizz-networking-ad-campaign/ [Accessed 28 Oct. 2019]. Wolfe, W. (2019). Bumble - A Letter From Whitney Wolfe Herd, Founder and CEO. [online] Bumble. Available at: https://bumble.com/the-buzz/a-letter-from-whitney-wolfe-herd-founder-and-ceo [Accessed 26 Oct. 2019]. badoo. (2019). [image] Available at: https://badoo.com [Accessed 28 Oct. 2019]. grindr. (2019). [image] Available at: https://www.grindr.com [Accessed 28 Oct. 2019]. https://medium.com/@j_48165/bumble-initially-launched-as-a-dating-app-where-girls-make-the-first-move-great-concept-right-988c73e5d0ee [Accessed 28 Oct. 2019]. okcupid. (2019). [image] Available at: https://www.okcupid.com [Accessed 28 Oct. 2019]. skout. (2019). [image] Available at: https://www.skout.com/ [Accessed 28 Oct. 2019]. tinder. (2019). [image] Available at: https://tinder.com/?lang=en [Accessed 28 Oct. 2019]. TrendWatching. (2019). 5 Trends for 2019. [online] Available at: https://trendwatching.com/quarterly/2018-11/5-trends-2019/ [Accessed 28 Oct. 2019].
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