SSM Slides

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COCOABOOK Marketing Consulting

JuYoung KongHan Gaul jeong

Jonas Leve PhilGu Kyung Dong Gyune Han

Tae Jun Lee

Mittwoch, 13. Juni 2012


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What is COCOABOOK?

Market Sensing

Segmentation, Targeting and Positioning

Marketing Strategy

Conclusion

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4

5

Table of Contents

1

Cacoabook

2

Market

3

STP

4

Strategy

5

Conclusion



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Company

Online based Social Dating Service

Launched: April 2011

About 140.000 users

Generates profit by selling coupons

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Cacoabook

2

Market

3

STP

4

Strategy

5

Conclusion



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How to use..

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Cacoabook

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Market

3

STP

4

Strategy

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Conclusion



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How to use..

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Cacoabook

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Market

3

STP

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Strategy

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Conclusion



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How to use..

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Cacoabook

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Market

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STP

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Strategy

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Conclusion



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How to use..

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Cacoabook

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Market

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STP

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Strategy

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Conclusion



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How to use..

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Cacoabook

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Market

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STP

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Strategy

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Conclusion



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How to use..

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Cacoabook

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Market

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STP

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Strategy

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Conclusion



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How to use..

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Sign up

Wait for confirmation

3 suggestions every 11pm

Choose one

Pay & contact

Have a nice date

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Cacoabook

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Market

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STP

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Strategy

5

Conclusion



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Competitors

off-linebased

matchingservice

socialda4ngservice

cha5ngandspeedd

ate

orientatedservies

marriage-oriented

about 100 other competitors

mainly about blind dates/fun

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Cacoabook

2

Market

3

STP

4

Strategy

5

Conclusion



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Competitors

Matching

System1:1 matching 3:3 matching

Fee14.900/month

for full acess

Basic acess is free

25.900/month

for full acess

Basic acess is free

Revenue150 million/

month80 million/

month

Number ofUsers

280,000 140,000

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Cacoabook

2

Market

3

STP

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Strategy

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Conclusion



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Segmentation

age 20 -30Hobbys

Interests

Lifestyle

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Cacoabook

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Market

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STP

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Strategy

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Conclusion



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Marketing Objective

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Cacoabook

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Market

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STP

4

Strategy

5

Conclusion



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Marketing Objective

lowerthe price

differ-entiation

activepromotion

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Cacoabook

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Market

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STP

4

Strategy

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Conclusion



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Marketing Objective

differ-entiation

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Cacoabook

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Market

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STP

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Strategy

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Conclusion



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Marketing Objective

Security Custo-mization

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Cacoabook

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Market

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STP

4

Strategy

5

Conclusion



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Positioning

off-linebased

matchingservice

socialda4ngservice

cha5ngandspeedd

ate

orientatedservies

marriage-oriented

about 100 other competitors

mainly about blind dates/fun

1

Cacoabook

2

Market

3

STP

4

Strategy

5

Conclusion



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Positioning

Security

Customization

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Cacoabook

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Market

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STP

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Strategy

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Conclusion



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Positioning

Security

Customization

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Cacoabook

2

Market

3

STP

4

Strategy

5

Conclusion



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Strategy - Security

Certificate () from NICE rating service

Encourage members to prove their information

SNS account on the profile

Provide safety number service

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Cacoabook

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Market

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STP

4

Strategy

5

Conclusion



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Strategy - Customization

Team dating service

Satisfy different needs

Safer

Attract more users

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Cacoabook

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Market

3

STP

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Strategy

5

Conclusion



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More specific profile

More questions better algorithm

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Cacoabook

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Market

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STP

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Strategy

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Conclusion



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More specific profile

More questions better algorithm

Tagging

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Cacoabook

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Market

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STP

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Strategy

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Conclusion



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Festivity events

Conducive atmosphere

Promotion effects

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Cacoabook

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Market

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STP

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Strategy

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Conclusion



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Conclusion

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Cacoabook

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Market

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STP

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Strategy

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Conclusion



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Positioning

We COCOABOOK, the most secure social service

offering various options tailored just for you, proudlyguarantee that you will find your other half in no time

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Cacoabook

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Market

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STP

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Strategy

5

Conclusion

Back Up



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Context

Public awareness increased

Follower status

More smart phone/ internet usage

Market enter into settling stage

1

Cacoabook

2

Market

3

STP

4

Strategy

5

Conclusion

Back Up

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