The Anatomy of Brand Positioning: Meetic (2007-20012) and Adopte (2012)

Whereas Meetic doubled its turnover in 2007 and, In the first semester of 2012, 100 000 subscribers quit Meetic and the turnover decreased in -10.8%. (La Parisienne, 2012)

Why has the position of the brand changed ? 

We will analyse it in 2007 and 2012 with the anatomy of brand positioning (Marketing foundation, Jobber and Fahy)

Anatomy of brand positioning 2007-2012 MEETIC

With this new position, Meetic is not anymore fashion and much more vulnerable towards new competitors (even young ones!). It seems that its new sub brands more specific (Gay, Affinity, VIP) are not enough not "cancel" the current image of Meetic as generalist, classic and old fashion dating website for this relatively young target.

What about Adopte Un Mec ?

Anatomy of brand positioning 2012 ADOPTE UN MEC

Sources:
http://www.leparisien.fr/laparisienne/societe/meetic-delaisse-par-100-000-abonnes-31-07-2012-2108538.php
http://www.journaldunet.com/ebusiness/le-net/resultats-meetic-t1-2012-0512.shtml