Online Matrimony

1. Service Marketing
Case Based Presentation by :
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2. Introduction to case
 Online Matrimony is an organized web based Matrimonial/Marriage service facilitating wishful men and
women to find their suitable life partners.
 Matrimonial search is the 13th most popular activity On the Internet among 12 million urban users in
India.
 The leading sites are shaadi.com, jeevansathi.com, Bharat -matrimony.com.
 Matrimonial sites register users, after which they are able to upload their profile onto a searchable
database, maintained by the website.
 25-35 age group forms the largest base of matrimonial
 In 1997 M. Janakiraman, the founder and CEO of Bharat Matrimony group.
 It is largest online arranged marriage site (in terms of users) with 15 million (1.5 crore) members registered
with profile.
 It has major share in south Indian market.
 featured in the Limca Book of Records for the record number of documented marriages online.
 It has a good conversion ratio to successful marriages One distinct feature of Bharat Matrimony is that
they have their own physical centers and contact points.

3. Case Analysis
 The case mainly discuss about how the online matrimony services began its footprint in Indian
market.
 How BharatMatrimony become one of the popular website in the matrimony section in India. they
have started its base in India in 1997 with 4000 members.
 They provide a perfect match between tradition and technology. The CE0 has a personal
enthusiasm with this portal as he has found his wife through this portal only.
 Venture capitalists also had shown a keen interest into this sector.
 In this case it is discuss how BharatMatrimony changes the traditional concept of marriage process
to online process. In recent year matrimonial sector show tremendous growth rate of CAGR 70 %.
Bharatmatrimony.com is an Online Matrimony

4. Identification and Analysis of the
Issues
 The low internet penetration problem
 current internet users don’t have the debit card or the credit card
 many of the fake profile on the matrimonial website
 People don’t feel comfortable in sharing their phone number
 There is a onetime transaction if a person get his match

5. Solutions/Strategies
 Tie-ups with mobile service providers.
 Mobile number verification as well as email verification should be there so that only one person can be
registered on one profile only.
 talk without sharing their phone number and the invites which a users send should be paid so it
prevents useless invites.
 India is in the 2nd position in the highest number of internet users.
 Main competitor “Shaadi.com” has a strong base in the northern part of India which can be dealt with
by putting more branches/offices in the Northern part of India.
 The primary objective of Bharat Matrimonial was to have a cost effective solution which would improve
their website’s performance and have high availability.

6. Links to Course
 Three stage model of Service Consumption:
Pre-Purchase Stage
Service Encounter Stage
Post-Encounter Stage

7. Marketing Mix of Bharat Matrimony

8. Marketing Mix
■ Product – Match Services
■ Others
– EliteMatrimony
– MatrimonyPhotography
– Wed-snapper
– Matrimony Directory

9. Price

10. PricePaymentOptions

11. Place
– Physical office
– Websites
– MobileApps
– WhatsApp

12. Promotion
– Advertisements –Regional
– Blogs–happymarriages.com
– CouponCodes
– SocialMedia –Facebook, Twitter,Pinterest

13. STP Of Bharat Matrimony
 Segmentation- They has segmented themselves on Demographic, Geographic, Behavioural and
Psychographic.
 Targeting- Target is on the Youths who are looking to get married and parents who are looking
for their son/daughter to get married. By age group – majority of users in the age group 19 –
35. Further they have targeted by language they are having 15 separate website based on
languages.
 Positioning- They have positioned themselves in a way that Bharat Matrimony offices are their in
2 tier cities where people can go and meet them directly as well as they have their website,
mobile app where one can contact easily.

14. Segmentation
■ DemographicSegmentation
– Targetedthe agegroup 19 – 35 who form the largest baseof matrimonial users.
■ GeographicSegmentation
– Segmentedby eachstate through language. It hasgot 15 separate websitesbased
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.
■ PsychographicSegmentation
– Able to searchby Religion, Caste,Sub-caste,Staretc.

15. Targeting
■ Youths looking to get married and parents looking for their son/daughter
to getmarried.
■ Byagegroup – majority of users in the agegroup 19 –35.
■ Further targeted by language – 15 languages and subwebsites.