INTRODUCTION Matrimonial

OBJECTIVE 1) Identify and profile distinct groups of buyers who differ in their needs and preferences (market segmentation). 2) Select one or more market segments to enter ( Market targeting ). 3) For each target segments , establish and communicate the key distinctive benefits of the companys market offering (market positioning).

A market segment consists of a group of customers who share similar set of wants . The markerters does not create the segments; the marketers task is to identify the segment and decide which one to target . In matrimonial , we have taken the shaadi.com . we have divided the market segment based on the psychographic and behavioral segment. In psychographic segmentation , buyers are divided into different groups on the basis of lifestyle or personality or values . People within the same demographic group can exhibit very different psychographic profiles . On the basis of the outcome of the interview questions , we have divide psychographic segmentation based on personality , attitude , Lifestyle , values , beliefs , usage , perception and motivation .

MAIN TEXT Consumer psychographics we have asked several questions based on these factors Values Attitude Personality Behaviour Usage Lifestyle Perception

Target Audience: Youth looking forward to marriage in the near future. Parents looking for a remarriage option for their children Close family members and friends Individuals divorced or widow/widower

Best segment to target the company is 25-30 age group because most of the people registered between this age group .

Ad emphasis: Finding the right partner Ad execution: Fun and enjoyment Ads based on real life examples Animation based ads

Key message: Helping today's youth in making the right decision in marriage Reason to believe: Ad presentation synchronizes with the youth mind set

QUALITATIVE ANALYSIS

According to our analysis which we get through indirect interview questions are following

Segment (Gender)- The outcome is girls are more inclined towards the family so there will be strong chances that they are going to find their partner which might recommended by their family. So it is very much necessary to taken care of gender segmentation and especially female which might be possible that they will be little reluctant to register themselves even for free. To overcome this issue the communication structure should be improved. In advertisements we can show that parents advising girls to register on our website because we find perfect match for them with taken care all family beliefs and values. In our website we can use more feminine colors to make the website going with girls choice. Segment (Religion) - Most of the outcome are same either they respect other religion or secular, so there are chances for our website to showcase them vast variety of profiles because inter cast marriage might be preferable but taken care in the consideration of above outcomes may be family rigidness will be there, so we already having options of different religions on top of our website and we consider religion as top priority for our websites, so there will be option if someone wants profiles from their religion only than we will prefer or recommend profiles for their religion only otherwise we can offer profiles from other religions also for particular individual.

Segment (Gender)- Most of the male member been on blind date, so

there will be chances they would have more trust or faith on our sites, so we might offer some special plans to them like can add a facility of blind date in our premium plans by keeping all the information of profile holder safe and secure. This feature will add up a excitement and enthusiasm in premium customers and there are chances that might be from this feature girls also get involved in this activities and experience something new which they never experienced before and get a chance to explore themselves. Segment (Behavior) - Most of the person are introvert so that might be problem for us; there are chances that they do not reveal correct information about themselves or do not upload their pictures which is

very much required for matrimonial website to overcome from this problem we are giving the option of Fully secure in which we are giving the option of lock their personal information n pictures or the information can be visible fully or partially to others as per their choice. This is one of the relevant features on the basis of which more registrations are possible. Segment (Usage) - This work positive in sense most having knowledge of computers and can easily sign up for free registration at least. By offering free registration there are chances we can gather more crowd and later on they become prospect but there is a disadvantage of having free registration that free flow of unwanted crowd but for that purpose we have premium membership those who are very serious regarding their marriage can surely shift to premium facilities and this could be possible only with free registration. Another advantage from this outcome is that many visits social networking websites, so there we can make free forum and can give advertisements of shaadi.com, which will work as good publicity for our website and it is proved that social networking websites transfer information as fast as fire, so frequent sharing of information and knowledge will be possible.

Segment (Lifestyle) - Most are committed, big issue from the company point of view, this is the unavoidable issue. Those who were committed in the past and now they are single,can be Targeted by us. We can offer them our other services like wedding directory, wedding planner services. Segment (Perception) - On the basis of this information we can segment accordingly. This kind of information is very helpful to find out what they are actually looking in their companions. After having these specifications it become little easy to get the insights of the customer and it will require less efforts to find out the perfect match for them. And from this outcome we got to know that only looks are not important in their future companion but also other traits likeunderstanding, decent, pampered, like a good friend, supportive, trustworthy. These traits are above all the custom, tradition and religion which is very much required to carry out any healthy relationship.

Segment (Perception) This question asked from different persons differently, those who are married this question is for their spouse, the reason behind asking this question from them is getting information about what they feel after getting married are they still happy with each other or they have more complaints with each other, this insights indirectly provide us the information what should not be accepted by the society after marriage and to overcome this issue we can provide nice and enthusiastic quotes on our website to remove these bad traits. Those who are unmarried this question plays vital role for us, those who are committed in relationship this question is for their partners and those who are neither committed nor married this question is asked on their family members and friends. From this question we can understand the requirements of customers and there are very bright chances they are finding same good things and avoid bad things in their future companion. This will help us to find out suitable life partner for our account holders. Segment (Belief) - From this outcome most of the people like and follow their customs completely and few do not follow them completely but respect them and very less which do not follow completely. For this purpose we have complete different options like - Community Matrimonial in which we not only having the option of same religion but also from the same community which may follow same traditions, rituals, customs so that people can directly browse those profiles which belongs to same community and this going to reduce the efforts of both company and customer. LikeAgarwal, Arora, Baniya, Brahmin, Gupta, Iyengar, Iyer,Kayastha, Khatri, Mudaliar, Nadar, Nair, Reddy, Shia, Sunni,.

Segment (Motivation)- The purpose of asking this question is to empathies with those who completed lots of year of their marriage so that it act as a motivation for them to register for our websites and carry out their relationships for long and realize them that it takes loads of sense, patience, time to build up such a wonderful relationships. It also helps them to realize beauty of relationship and helps them to take matrimonial websites seriously not as just a time pass or social networking site but take it as a future making website which is very relevant from the point of their happy and trustworthy tomorrow.

Segment (Perception) - The reason for asking this question is to perceive the view in manner of two important things in life which weighs almost same to carry life. The outcomes are very much expected most of them either said relations or money and relation both, as it is in the culture of our country India that we always gives our relations first preference and that differentiates us from rest of the world. From this outcome we can give background of our website with some quotes on relations importance and pictures of soul mates together. Another thing we can do is to show the pictures of all the couples who got married through our website and their complete story how they met through our website and what happened next; this will reflect that we will make not only relations but also successful and happy couples.

Segment (Perception) It is a general view about marriage. Every one who is unmarried has some statement in mind about marriage, it might be negative or positive. In our outcome most of the people has positive views regarding marriage. Those who have some negative views the same strategy will work, which is mentioned in above point. Segment (Lifestyle) Purpose of this question is to know from where the respondents belong and where they now like to stay. For examplea person who born in town but shifted to city might not like to get back to town or born in city but might some reason he has to stay in town but really want to get back to city or vice versa. This information helps to know how people change themselves in their surroundings. This information gives us idea that still a person from urban area can match up a person in rural area or not. It is very obvious that a person who shifted to city and never get back to their town will find a soul mate belongs to city only.

Segment (Attitude) - The outcome is very much mixed of practical and emotional person. For those who are very practical might give emphasis on finding out the partner which is more educated, social, wealthy, having good job, irrespective of the religion. VALS ("Values, Attitudes and Lifestyles") is a proprietary research methodology used for psychographic Market segmentation is designed to guide companies in tailoring their products and services to appeal to the people most likely to purchase them VALS ("Values, Attitudes and

Lifestyles") is a proprietary research methodology used psychographic segmentation. Market segmentation is designed to guide companies in tailoring their products and services to appeal to the people most likely to purchase them.
The main dimensions of the VALS framework are primary motivation (the horizontal dimension) and resources (the vertical dimension). The vertical dimension segments people based on the degree to which they are innovative and have resources such as income, education, self-confidence, intelligence, leadership skills, and energy. The horizontal dimension represents primary motivations and includes three distinct types:

Consumers driven by knowledge and principles are motivated primarily by ideals. These consumers include groups called Thinkers and Believers.

Consumers driven by demonstrating success to their peers are motivated primarily by achievement. These consumers include groups referred to as Achievers and Strivers.

Consumers driven by a desire for social or physical activity, variety, and risk taking are motivated primarily by self-expression. These consumers include the groups known as Experiencers and Makers.

Analysis

We have done two type of analysis primary research and secondary research . 1 ) Primary research - We have done qualitative research based on interview questions .
Qualitative marketing research Generally used for exploratory purposes - small number of respondents - not generalizable to the whole population - statistical significance and confidence not calculated - examples include focus groups , in-depth interviews and projective techniques . 2) Secondary Research Quantitative marketing research - Generally used to draw conclusions - tests a specific hypothesis - uses random sampling techniques so as to infer from the sample to the population - involves a large number of respondents examples include surveys and questionnaires. Techniques include choice modelling,maximum difference preference scaling .

The major services which is provided by shaadi.com This is register free site . This is matrimonial partner search smart search , Basic search (city , profession and keyword), Online search , Astrology search and ematchmaker ( gives you matches with high potential of compatibility). Shaadi.com providing the features of membership of various types premium membership , It provides shaadi centre , Shaadi mobile and wedding directory . Verification and stamping of profiles Online dating services Astrological/Horoscopes matching Wedding planning services Honeymoon packages Sending gifts, cards etc Providing online counseling Features: Country specific orientation Matchmaking as per: Community, Religion, Country, Occupation

Current scenario Matrimonial sites are now the 13th most popular mainstream online activity Over 12 million Indians use online matrimonial searches 50% members of marriage portals live in the five metros 79% of online matrimony surfers are well-qualified The organized matrimonial business in India is worth about Rs 1,000 crore (Rs 10 billion). In a country of 1.12 billion people, Internet users number around 45 million. Of those, approximately 6 million to 8 million are seeking future mates online 50% growth rate in marriage site sector. Psychographic segmentation Traditional culture of Arranged Marriages Religion, Mother Tongue ,Caste are important criteria for matrimony Consumers are time constrained

Majority of the Matrimonial Users Self Search for TheirP a r t n e r s Three out of four online matrimonial users (74%) are in the age group of19-30 years, which clearly indicates that majority of online matrimonialusers search for their partners themselves (or are being assisted bytheir siblings/friends falling within these age groups). They may besearching with their parents involvement or without it, but the factremains that they are mostly searching online themselves. This trend isalso revealed by the fact that majority of them also check outdating/friendship online.The 25-35 age bracket forms the largest base of matrimonial users at40%, followed by the 19-24 age group at 34%. Compared to the overallnet users, the online matrimony users show a relatively younger ageprofile. While the 19-30 age groups account for 67% of all online urbanIndians, they account for a much higher 74% of the online matrimonyusers.