Bharat Matrimony - Marketing Mix, Segmentation and Targeting

Marketing Mix
■ Product – Match Services
■ Others
– Elite Matrimony
– Matrimony Photography
– Wedsnapper
– Matrimony Directory

Place
– Physical office
– Websites
– Mobile Apps
– WhatsApp

Promotion
– Advertisements – Regional
– Blogs – happymarriages.com
– Coupon Codes
– Social Media – Facebook, Twitter, Pinterest

Segmentation
■ Demographic Segmentation
– Targeted the age group 19 – 35 who form the largest base of matrimonial users.
■ Geographic Segmentation
– Segmented by each state through language. It has got 15 separate websites based
on languages. Physical store present in all one and two tier cities.
■ Behavioral Segmentation
– People who are looking to get married, people who want their son/daughter to
get married.
– Mostly first time users.
■ Psychographic Segmentation
– Able to search by Religion, Caste, Sub-caste, Star etc.

Targeting
■ Youths looking to get married and parents looking for their son/daughter
to get married.
■ By age group – majority of users in the age group 19 – 35.
■ Further targeted by language – 15 languages and sub websites.

Bharat Matrimony - Marketing Mix, Segmentation and Targeting

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Bharat Matrimony - Marketing Mix, Segmentation and Targeting