I)
Meetic and its sister brands values:
Effective represents the level of rapidity and quantity to be connected with other
people
Safety represents the level of security and credibility of each account
Meetic has created many sister brands, among them and the most famous are
Meetic Affinity (MatchMaking) and Meetic VIP. Indeed as they have found that
differences in behavior and the use of dating websites existed and particularly
according to the age of the members concerned, Meetic has segmented the market
and distinguished different target cores with specific needs and expectations
for each one. So they have segmented their services by creating new sister
brands to meet different and precise expectations.
Meetic
Target: Large public between 20 and 40 years old who are curious and want to take
profit of the opportunities Meetic offers. Mainly, they are people who have a
good experience with social networks as Facebook. They are comfortable with
technologies and use this tool to look for new “love opportunities”.
Positioning: Meetic is a generalist data website and the most famous in France. The
website design is dynamic and has lots of member photos. According to the
social network Observatory, 86% of Internet users know the brand Meetic (Ifop,
October 2010). The level of recognition is high. Meetic is synonymous
with simplicity, conviviality, quality and safety. However they target mainly
women because they are less prone to frequent data websites than men.
Currently, Meetic claims that women represent half of the connections during
the rush hours on the website which is a very good score compared to its competitors.
Platform: Internet and mobile phone
Marketing Strategy: 90% of the advertising budget
is spent on Internet. But they pay attention to the quality of their
advertisers to keep an image of seriousness as Marc Simancini, the C.E.O said:
“We reject a lot of advertisements, but we are interested in advertisers that
make Meetic credible, like Sephora, for example, who has dressed our home page
for a week. We are very selective”.
Country
|
Main
Partners
|
France
|
MSN- SFR - Orange - Yahoo - Tetu
|
Sweden
|
MSN -
Facebook - Spray
|
Norway
|
MSN - Facebook - Sol - Startsiden - Nettavisen
|
Denmark
|
MSN -
Facebook - TV2
|
Finland
|
MSN -
Facebook - Suomi24
|
Spain
|
MSN - Terra
- Yahoo
|
Germany
|
Yahoo - Wer Kennt Wen - ProSieben
|
Netherlands
|
MSN -
Hyves - Marktplaats - Ligatus
|
Italy
|
MSN - Libero - Tiscali - Yahoo - Dada
|
Britain
|
MSN - AOL - Yahoo - Virgin Media - TalkTalk (Tiscali form)
|
(2)
·
Meetic
Affinity
Target: Single people between 30 and 45 years old who want a lasting relationship
based on common or compatible personalities and aspirations. They are looking
for a serious relationship.
Positioning: Meetic Affinity is a MatchMaking website based on the concept of
"meetings by affinities" that is to bring the members closer on the
basis of psychological and sociological science from the test completed at
registration. This approximation is materialized by a percentage score affinity
as you can see in the picture below. You can also check all the details of this
score and see if it will be the right person! The website design is sober and
austere.
Platform: Internet and mobile phone
Marketing Strategy: Compared to Meetic, Meetic Affinity uses more traditional media
(television, newspapers, billboards) to reach a slightly older clientele.
·
Meetic VIP
Target: Single people between 25 and 35 years old and who are very demanding and selective.
Positioning: Meetic VIP is positioned as a premium offer. The process of selection is
very selective because they are the 1000 founding members that vote to accept
the new application. The key words are selectivity, community and luxury.
Platform: Internet and mobile phone
(4)
II)
AdoptUnMec
brand values:
Fashion represents the level of playfulness and modernity
Accessible represents the level of simplicity to get in contact with other users
·
AdopteUnMec
Target: Single people
between 15 and 35 that are looking for a relationship but don’t manage to meet
the people they would like to meet.
Positioning: AdopteUnMec.com is
a modern and generalist dating website presented as a e-commerce website
where women are having their shopping by buying their favorite men ! It
enables women to have the control on their different online relationship. They
are in a dominant position that makes them comfortable and confident. It is
humoristic because it considered men as consumption products in a supermarket
and women as purchasers. This original concept is also very fashion and
provocative
Platform: Internet and mobile phone
Marketing Strategy: AdopteUnMec marketing strategy is based on the
differentiation with its direct competitors by inverting all the codes of the sector
specifically in terms of communication. The blog article “If Meetic used to break the rules, Adopte Un Mec DESTROYED the rules !!”
explain well how the company has played on provocation in order to have a
unique position and where the woman is the “king”.
__________________
Sources:
Aucun commentaire:
Enregistrer un commentaire