A group of Thunderbird students have focused on the online dating market in the United States for their recent marketing research paper. The research focused on two brands, Match.com (Match) and OkCupid. The goal was to explore options for Interactive Corporation, the holding company for both dating sites, to simultaneously grow the online dating market and increase visibility and profitability of newly acquired OkCupid.
The students analyzed the product, promotion, placement and pricing as well as segmentation, targeting and positioning of each brand. In the end, they recommended a dual-branding strategy – one that differentiates the two brands and positions each to reach its optimal target market. Specifically, the students recommended that OKCupid emphasize the mobile app market, expand the focus from getting dates to building friendships, and build popularity by bridging the gap between meeting online and meeting in person by using promotional events to create buzz.
Follow this link to see the full corporate marketing article by Thunderbird students Noah Emery, Kate Gillette, Megan Groves, Roger Li, Christian Lorentzen, Ullas Rameshappa and Amanda Roberson