- The World's Leading Online Personals Site

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Case Details:

Case Code : MKTG111
Case Length : 17 Pages
Period : 2000-2005
Pub Date : 2005
Teaching Note :Not Available
Organization :
Industry : Online Personals
Countries : US

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Match.Com's Growth Strategies

With over fifteen million members across six continents, Match was the most popular online dating site worldwide. Its website was colorful with attractive graphics and had more features than most online dating services company.

Match helped users to create profiles through several multiple-choice questions and offered tips on how to create a good personal profile. It pioneered this concept when it launched profile assistance.

Profile assistance was provided through the Advisors site. It provided a network of experts skilled in creating and tailoring online profiles. users could read background information on these experts and decide on the expert they wished to speak with. The users would then click on the 'Call Now' button provided next to the chosen profile assistant...

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

The Road Ahead

The years 2002 and 2003 witnessed a significant growth in the online personals industry in the US. However, this trend did not continue into 2004 and 2005. According to a Jupiter Research survey, 33 percent fewer consumers browsed online personal sites in February 2005 than a year earlier - a significant slowdown in the growth of the industry.

The report revealed that the online personals industry grew by 73 percent in 2002 and by 77 percent in 2003. In comparison, the industry grew by only 19% in 2004 and was expected to grow by just 9% in 2005.

This slowdown was attributed to the increasing number of casual daters and dissatisfaction among existing members. Personals sites were struggling to differentiate themselves in their offerings and services to the customers.

Most sites did not conduct background checks or criminal checks of its members, which resulted in disappointment for several serious daters due to false information and misrepresentation...


Exhibit I: Top Ten Online Dating Sites/Personals in the US (June 2002)
Exhibit II: How Match.Com Operates?
Exhibit III: Subscription Rates Of Match.Com (July 2005)
Exhibit IV: Top Ten Online Dating Sites/Personals in the US (July 2004 and July 2005)
Exhibit V: Growth of Match.Com
Exhibit VI: Top Five Personals Sites in the UK (May 2005)
Exhibit VII: About Margo
Exhibit VIII: A Profile of Niche Personals Sites
Exhibit IX: A Comparison Between Match.Com and its Competitors (July 2005)

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