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Product Launch and Marketing Plan for Shortlist Nigeria Oct 2015

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Product Launch and Marketing Plan for Shortlist Nigeria Oct 2015

  1. 1. Product Launch & Marketing Plan for ABC Dating Nigeria
  2. 2. Market Overview The internet and dating will continue to be a match made in heaven. With consumers using the internet more than ever before, demand for online dating services is on the rise. In particular, demand from niche dating networks is increasing, and a new wave of smartphone applications will bring the industry to more people. The Dating Services industry exhibits a medium degree of market share concentration. In 2015, the four largest dating companies in the United States are estimated to account for 45.2% of industry revenue.
  3. 3. Market Overview Back here in Nigeria: • The majority of operators are small firms that focus on providing services to local markets. • Operators have few labor requirements • Online dating sites do not pay tax in Nigeria • In 2014,Google estimate 450,000 searches done daily on “online dating”
  4. 4. Top Dating firms in Nigeria 1.Sexy Naija: • Established in 2005 • 540 visit per day • 31,000 registered users 2.Naija Planet: • Established in 2008 • 3000 visit per day • 44,000 registered users 3.Lifecomrade: • Established in 2011 • 2800 visit per day • 84,000 registered users 4.Friendite • Established in 2012 • 9000 visit per day • 64,000 registered user
  5. 5. Unveiling Nigeria : Attracting consumers and informing the public. Steps in Launching ABC Nigeria  Determine target Audience.  Deciding what demographic will benefit most from the service.  Implement a unique slogan  Know your competition  Consult a public relation firm  Write a product sheet  Purchase advertising  Hold a press conference
  6. 6. Marketing objectives and targets  Increase brand awareness by 70% among Nigerian online dating users over the next 6 months  Gain a minimum of 4,000 new users monthly  Sell Premium option to at least 2000 users monthly  Achieve a high level of user satisfaction of 90% among users  Reduce marketing cost by 10% over the next 6 months
  7. 7. Sales & marketing tactical strategies Brand  Ensure relevant up-to-date content is made available on website in- order to enhance the impact of search engine optimization, offline activations and advertisements on relevant websites.  Creative presentation and easy access to Shortlist Nigeria information via promotional materials.  Digital/ social media brand presence.  Premium listing on high traffic websites  Digital display screen to be use for in-house advertisement
  8. 8. Sales & marketing tactical strategies Users  Organize network events targeted at a particular demographics  Strategic partnership to create awareness to specific large market/demographics  Promotional initiatives aimed at users retention.  Weekly competitors analysis
  9. 9. Marketing plan ( Media/Digital ) 1st Month 2nd Month 3rd Month 4th Month 5th Month 6th Month Advert features on sports and celebrity magazines Online Reviews Radio Jingles Press Release/Online reviews Online reviews Search Engine optimization Search Engine optimization Large Scale promotion (Neighbors by numbers) Advert features on sports and celebrity magazines Emails & SMS campaign Large Scale promotion (Neighbors by numbers) Emails,SMS and online campaign
  10. 10. Marketing plan(calendar of events) 1st Month 2nd Month 3rd Month 4th Month 5th Month 6th Month Media & Entertainment partnership event Host local bloggers and PR executives Partnering with a local appealing brand Media & Entertainme nt partnership event Host local bloggers and PR executives Partnering with a local appealing brand
  11. 11. Pricing Model I suggest a market penetration pricing strategy.  We will be the lowest price provider- N2000 for premium option/subscription per annum  Price adjustment will be determine by market forces.  A Reaction to competition Other coincidental Service offerings will include:  e- commerce  Advertisement
  12. 12. Structural Support – Motivation Plan I will Strategically engage my team by requesting for daily feedback , organize brainstorming meetings and maintain relationship. I will device a Compensation and employee motivation plan - • Base Salary • Commission on Sales • Performance Bonuses • Profit sharing
  13. 13. Performance Metrics Marketing activities would be evaluated based of the following metrics: • brand awareness level  Number of web visit  number click  length of stay  depth of navigation  number of calls received  number of following,  number of likes  number of complains,  Customer satisfaction level  number of new registered users/ premium options  cost per new client acquire  Sales Expense/total Sales  ROI
  14. 14. This is were the money is! Follow the money. Thank You.

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