A Case Study on Strategy :Yandex Resist Google's World Domination
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Yandex is Russia's No 1 search engine.Other than its excellent search ,the local understanding & marketing strategy around it has made it invincible.Global giants like Google always found it a tough nut to crack , at the same time all their efforts to gain Russian market share creates this interesting case study on strategy. Feel free to blog your thoughts on this.Incase you need a copy of this presentation , drop us a note, we shall be happy to mail you the same. Happy Trendsspotting.
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A Case Study on Strategy :Yandex Resist Google's World Domination
- 1. A CASE STUDY ON STRATEGY Yandex Resist Google's World Domination
- 2. Search Market In Russia Top 5 Players By Reach 62.4% 51.0% 49.1% 42.4% 40.5% Yandex Mail.Ru Rambler AOL Google Source : Comscore
- 3. Yandex Revenue Growth (in $M) 167 73 35 18 8 2003 2004 2005 2006 2007 Source : Company Info
- 4. Yandex Key Milestones Developed 2003 : Yandex 2006 : Launches 2000-05 90’s 2006-08 Yandex breaks even free, online, technology 2004 : Adopts real-time traffic 1997 : Yandex.ru ‘Clean Mail’ monitoring for website concept — email Moscow 1998 : free of spam 2007 : Yandex Iintroduces Local Network contextual Ads Program Source : Company Info
- 5. Key Consumer Insight Moscow's Daily Traffic Jam (Spring 2006 to Spring 2007) Traffic Pressure Summer Winter Source : Company Info
- 6. Key Consumer Insight Every day Moscow faced about 650 traffic jams, each traffic jam stopped 1,500 cars. The average traffic jam duration was 1 hour & 8 minutes. Within one month of the past year drivers would waste in traffic jams more than 11 hours, which totals to 1.5 working day. Source : Company Info
- 7. Search Distribution Yandex Toolbar & Desktop Tools Around The Functional Utility ‘Smart application ‘ on Jam Indicator- updated every 5 min
- 8. Fierce Battle Of Outdoor Ads Google Russia : Moscow 2.0 Embed city images & videos onto a virtual Moscow map. Budget : $ 250 K / Month VS Yandex : Traffic 2.0 GPS based UGC traffic congestion monitoring service . Budget : $ 150 K estimated
- 9. Compete & Collaborate • Jan ‘08 : Strategic partnership between Mail.Ru & Yandex in search technologies & contextual advertising. • June ‘08 : Yandex buys Smilink , Russian road traffic monitoring agency. • July ‘08 : Google ties up with Rambler to power the search. • July ‘08 : Google buys contextual ad firm begun.
- 10. Search Landscape Today.. Yandex + Mail.ru shines & trouble time for Rambler 70% 60% 50% 40% 30% 20% 10% 0% Source : LiveInternet Yandex Google Rambler Mail.ru
- 11. Identity Makeover.. . . . Logo Changes 1996 1997 1999 The new logo displays the Yandex name in Cyrillic , to reflect that Yandex has become a 2004 household name in Russia.
- 12. “We have better technology & understanding of the market. I take the competition seriously & every day check the latest figures to see where it is, but I think we will stay far ahead. What was enough for Google to conquer other markets isn’t enough in Russia.” Arkady Volozh , Co founder & Chief Executive of Yandex quot;Yandex concentrated on search & developed a really good engine“. Vladimir Dolgov, Head of Google Russia
- 13. Insights For Global Marketers .. • Identify one everyday problems in a country & develop a functional utility (eg : Moscow street traffic) • Concentrate all your marketing efforts around that ‘functional utility’. • Focus on distribution challenges. Identify your local partners carefully . Collaborate & compete at the same time.