BharatMatrimony is an online matrimony service and a part of Matrimony.com. It was founded in 1997 by Murugavel Janakiraman, who later met his wife through his own matrimony site. The company has 130 offices in India, with offices in Dubai, Sri Lanka, United States and Malaysia to cater to its customers beyond India.

1. DIGITAL AND SOCIAL MEDIA MARKETING
BHARAT MATRIMONY
G R O U P 1 :
A S H I S H S I N G H
R A H M A N S H A I K
R O H I T S I N G H
M O H D A L T M A S H A H M A D
P R A T E E K S I N G H S E N G A R
N A M R A T A L A L W A N I
Faculty: Dr. Prashant Gupta

2. INTRODUCTION
BharatMatrimony is an online matrimony service and
a part of Matrimony.com. It was founded in 1997
by Murugavel Janakiraman, who later met his wife
through his own matrimony site. The company has
130 offices in India, with offices in Dubai, Sri
Lanka, United States and Malaysia to cater to its
customers beyond India.

3. MARKET ANYLISIS (SWOT)
The wide product portfolio can allow the organisation to expand the customer base and
offset the losses from one product category with benefits obtained from the other.
The well-developed and efficiently integrated IT infrastructure can improve the
operational efficiency and increase knowledge of the latest market trends.
The geographic presence in different regions can act as one of the major strength of
the organisation. It determines the business’s reach to the target market and ensures
the easy accessibility.
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STRENGTS

4. WEAKNESS
Less expenditure on the research and development activities can weaken the company performance
due to poor local/international market knowledge.
The poor customer service (such as inefficient customer complaint handling) can trigger the negative
word of mouth about the business and affect business growth.
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OPPORTUNITIES
The exponential growth in the population, and particularly in the existing or potential customer
segments is a great growth opportunity for the business organisation.
The emergence of social media marketing as a trend can be a great opportunity for BharatMatrimony
com if it can ensure strong online presence on different social networking sites.
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THREATS
The increasing number of direct and/or indirect competitors affects the organisation's ability to
sustain and expand the customer base.
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5. TARGET CONSUMER PERSONA
Single Male
Age : 21 to 44
Single Female
Age: 18 to 44
BEHAVIOURAL SEGMENTATION
Mainly youths who are willing to
marry
Parents who are looking for their
son or daughter’s marriage
GEOGRAPHIC SEGMENTATION
DEMOGRAPHY SEGMENTATION
Further it targets the same
consumer segment in 15 region in
India – 15 language website
Search are divided in religion,
caste and sub-caste.

6. CONSUMER JOURNEY
AWARENESS
TV, Radio, Blogging, Social
Media, Mailchimp,
Adwords, etc.
CONSIDERATION
Influencers,
Word of mouth.
CONVERSITION
Downloading App, Using
Services, Upgrading to paid
version.
RETENTION
Offers and discount

7. CONSUMER INSIGHTS
Current market trend is inclined towards online.
Consumers now look for classified and more options to choose from.
There is 40% growth in dating related searches.
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8. COMMUNICATION IDEA
Reach
Marketing channel
Social media campaigning
Influencer
Content Marketing
Localizing internal web site
Joining hands with traditional
players
Limca Book of World Records
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PPC
PPM
SEO (Search Engine Optimization)
Pay per View
Blog/Article/Press Release/Video
Release/Document Marketing
Link/Bookmarking Marketing
Market to a list ( sending emails ) –
Classified Ads
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9. MEDIA STRATEGY
Google Adwords
Facebook ads
Mailchimp
Telemarketing
Instagram
Traditional Media
News and Magazines: Tamil
political news
Movies and Cine Stars: Tamil
Cine News, Photos &
Interviews (Updated Weekly)
Celebrities
Institutes: A database of
educational institutions
TV ads
OOH
Digital Media

11. Organic Social strategy
Creating a buzz of FIND YOUR EQUAL
Creating a #tag of relationship rules
The matrimony platform's internal social media team created content that related
relationships and marriages with cricket
Find your long life patterner
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ORGANIC SOCIAL STRATEGY

12. Website
Meta title -50 to 60 charter
Meta details-150-160 charter
H1-H6
Alt tag
Side mapping
SEO STRATEGY
TWO TYPES OF SEO
ON PAGE OFF PAGE
Link building
Off page blogging
Email marketing

13. Outcomes and Deliverable
Increase in website traffic.
Increase in bharatmatrimony consumer base.
Profit Generation.
Brand Awareness.