Date post: | 11-Apr-2017 |
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Product Launch & Marketing Planfor ABC Dating Nigeria
Market Overview
The internet and dating will continue to be a match made in heaven. With consumers using the internet more than ever before, demand for online dating services is on the rise. In particular, demand from niche dating networks is increasing, and a new wave of smartphone applications will bring the industry to more people.
The Dating Services industry exhibits a medium degree of market share concentration. In 2015, the four largest dating companies in the United States are estimated to account for 45.2% of industry revenue.
Market Overview Back here in Nigeria:• The majority of operators are small firms that focus on
providing services to local markets.• Operators have few labor requirements• Online dating sites do not pay tax in Nigeria• In 2014,Google estimate 450,000 searches done daily
on “online dating”
Top Dating firms in Nigeria1.Sexy Naija:• Established in 2005• 540 visit per day• 31,000 registered users
2.Naija Planet:• Established in 2008• 3000 visit per day• 44,000 registered users
3.Lifecomrade:• Established in 2011• 2800 visit per day• 84,000 registered users
4.Friendite• Established in 2012• 9000 visit per day• 64,000 registered user
Unveiling Nigeria :
Attracting consumers and informing the public.
Steps in Launching ABC Nigeria
Determine target Audience. Deciding what demographic will benefit most from the service. Implement a unique slogan Know your competition Consult a public relation firm Write a product sheet Purchase advertising Hold a press conference
Marketing objectives and targets
Increase brand awareness by 70% among Nigerian online dating users over the next 6 months
Gain a minimum of 4,000 new users monthly Sell Premium option to at least 2000 users monthly Achieve a high level of user satisfaction of 90% among
users Reduce marketing cost by 10% over the next 6 months
Sales & marketing tactical strategies
Brand
Ensure relevant up-to-date content is made available on website in-order to enhance the impact of search engine optimization, offline activations and advertisements on relevant websites.
Creative presentation and easy access to Shortlist Nigeria information via promotional materials.
Digital/ social media brand presence.
Premium listing on high traffic websites
Digital display screen to be use for in-house advertisement
Sales & marketing tactical strategies
Users
Organize network events targeted at a particular demographics
Strategic partnership to create awareness to specific large market/demographics
Promotional initiatives aimed at users retention. Weekly competitors analysis
Marketing plan ( Media/Digital ) 1st Month 2nd Month 3rd Month 4th Month 5th Month 6th Month
Advert features on sports and celebrity magazines
Online Reviews Radio Jingles Press Release/Online reviews
Online reviews Search Engine optimization
Search Engine optimization
Large Scale promotion (Neighbors by numbers)
Advert features on sports and celebrity magazines
Emails & SMS campaign
Large Scale promotion (Neighbors by numbers)
Emails,SMS and online campaign
Marketing plan(calendar of events)
1st Month 2nd Month 3rd Month 4th Month 5th Month
6th Month
Media & Entertainment partnership event
Host local bloggers and PR executives
Partnering with a local appealing brand
Media & Entertainment partnership event
Host local bloggers and PR executives
Partnering with a local appealing brand
Pricing Model
I suggest a market penetration pricing strategy. We will be the lowest price provider- N2000 for premium
option/subscription per annum Price adjustment will be determine by market forces. A Reaction to competitionOther coincidental Service offerings will include: e- commerce Advertisement
Structural Support – Motivation Plan
I will Strategically engage my team by requesting for daily feedback , organize brainstorming meetings and maintain relationship. I will device a Compensation and employee motivation plan -• Base Salary• Commission on Sales• Performance Bonuses• Profit sharing
Performance Metrics
Marketing activities would be evaluated based of the following metrics:
• brand awareness level Number of web visit number click length of stay depth of navigation number of calls received number of following, number of likes number of complains, Customer satisfaction level number of new registered users/ premium options cost per new client acquire Sales Expense/total Sales ROI
This is were the money is!Follow the money.
Thank You.