Marriages are made in Heaven,
But arranged on…
The World’s Largest Matrimonial Service
Presented by…
Shahzad Khan
-
24
Kapil Mhatre
-
34
Joe Augustine
-
38
Jwala Nayak
-
41
Kapil Singh
-
52
Gaurav Taishete
-
53
Company Profile
 Over 12 offices in India
 2 International Offices
 170 Shaadi.com Centres in India
We will be covering…
Indian Matrimonial Services
Online
Offline
Marketing Mix
Product
 Search profiles of prospect brides and grooms either on
internet or by visiting its offline centers
 Express your interest, chat, email and call members
 Profile Verification services like Shaadi SEAL
 Search and contact members on mobile using sms, wap site,
mobile application and IVR
Product
 Personalised services for match-making
 Online Astrology services like horoscope matching
- A relationship and wedding portal guide
- Online wedding directory services
- eShop for your wedding
Price
Membership
Price
Duration
Benefit
Free
-
Unlimited
No Email, chat or phone numbers
Gold
Rs. 2,201
3 months
Email, chat, 40 phone nos.
Diamond
Rs. 3,301
6 months
Email, chat, 90 phone nos.
Platinum
Rs. 4,801
12 months
Email, chat, 200 phone nos.
Sapphire
Rs. 15,001
3 months
Personalized Matchmaking services
Place
 Online access from anywhere across the globe
 Access using mobile phones (SMS, wap site and IVR)
 170 offline centres across India
Promotions
 Online marketing across portals like rediff, yahoo, msn etc.
 Hosting events like Swayamvars and Speed Dating Events
 Tie-ups with Star Vivaah and movies like METRO
 Wedding Expos atleast once a year
Promotions
 Festive promotions, offers and discounts
People
 Over 500 employees across the globe
 1.41 crore members
 Over 8,22,073 successful matches till date
 Visitors but not members
Process
 Standard process of operation
 ISO 9001:2000 certified
 Verisign Secured and TRUSTe Certified payment mechanisms
 Free home collection of cheque / demand draft in 65 cities in
India
Physical Evidence
 Shaadi.com centre offices across the country
 Offline payment centres such as Head Post Office, Axis Bank and
HughesNet Fusion centers
Gap Analysis
Gap Model of Service Quality
Customer Gap
Gap 1
Not knowing what the customers expect
 Web customers (Shaadi.com) want to access profiles of offline
customers (Shaadi.com Center)
 Customers want to contact on email first and then phone. However,
email ids of members not available
 More authenticated profiles to ensure genuineness
 Unable to understand expectations of South Indians. Hence, weak
in South Indian market
Gap 2
Not selecting the right service designs and standards
 Attempting to use the latest web technology to deliver the service
 Unable to have a common database for Shaadi.com and Shaadi.com
Center members
 Unable to authenticate every detail of the profile available
Gap 3
Not delivering to the service standards
 Claiming authenticated phone numbers but not all phone numbers
are authenticated
 Profiles not completed and not detailed enough
 Limited profiles for certain castes and communities
 User interface of the website not friendly enough
Gap 4
Not matching performance to promises
 Claiming over 8 lakh matches but there are members
with profiles for more than a year and are still looking
for a match
 Claims genuine astrological matching of horoscopes,
but still fails the trust of members
 CRM promises solution to problems within 24 hours
but fails to achieve it in many cases
Customer Gap
Difference between customer expectations and perceptions
 South Indian community expect to find a match but most fail to do
so
 Most perceive it to be more of dating site than matrimony
 Perceived more for the NRI audience
 Perceive it to be non-serious portal and lacks trust
Services Marketing
Service Attributes
 Musts
–
–
–
–
Profiles with photos (both genders)
Religions, regions, communities
Education, professional details
Search and contact facility
 Satisfiers
– Email, chat, profile verification
– Regular updates on activities
 Delighters
– SMS and email Alerts
– Offers and discounts
– Prompt response to queries
Delighters
Satisfiers
Musts
Services Marketing Triangle
Services Marketing Triangle
 External Marketing
–
–
–
–
–
–
Online marketing campaigns
Offers, promotions and discounts
Offline promotions eg. Outdoors
Wedding Expos
Events like Swayamvars and Speed Dating
Newsletters
Services Marketing Triangle
 Internal Marketing
– Training programs
– Knowledge sharing sessions
– Roadmap meeting
 Interactive Marketing
– CRM via emails, phone and online chat
– Telecalling activities
– Personalized service at Shaadi.com Centers
Consumer Decision Making & Evaluation
Need to get married
• Online search (matrimonial websites)
• Offline search (marriage bureau,
friends, relatives)
Select multiple
channels of search
(websites, bureaus,
friends)
Purchase
Membership(s)
Monitor responses from channels
Self Service Technologies
 Register, create profile, search and contact members on the
internet and mobile site
 Search using SMS and IVR
 Automated request for photos, contact number, profile
verification to other members
 24x7 customer service on call and live chat
 Online web tutorials
Channels for Service Distribution
 Internet
 Mobile
 TV (Dish TV)
 Offline Shaadi.com Centers (Retail)
Role of Culture
 Homepages, emailers and promotions designed as per
community and region
 Festive offers to targeted communities
 Astro details, Gothra, Manglik etc for select communites
Customer Relationships
Customer Relationships
 24x7 Live Help
 Help through emails, chat and phone
 Toll Free number from anywhere in India
 Local help call number in major cities in India and
internationally (UK, USA, UAE & Pakistan)
 Response within 24 hours
Zone of Tolerance
 CRM turnover time – 24 hours
– Profile activation, photo upload
• Adequate = 12 hrs & Desired = 24 hrs; Tolerance = 12 hrs
– Reply to queries on email
• Adequate = 24 hrs & Desired = 48 hrs; Tolerance = 24 hrs
Service Quality Dimensions
 Reliability
– wide variety of profiles across communities and countries
 Responsiveness
– On payment activation, instant access to contact hundreds of members
 Assurance
– Safety, privacy and security features
 Empathy
– Useful tips and guidelines to find your match
 Tangibility
– Personalized services at Shaadi.com Centers
Customer Pyramid
Most Profitable
customers
Sapphire
Members
Least Effort
Platinum
Members
Diamond
Members
Gold Members
Least Profitable
customers
Most Effort
Free Members
Retention Strategy
 Financial Bond - at the expiry of membership
– 5% discount on Gold Membership
– 10% discount on Diamond Membership
– 15% discount on Platinum Membership
 Social Bond – at the deletion of profile
– Subscribe to ShaadiTimes newsletter
– Opt-in to Astrology services by Astrolife.com
MR Program
 Customer Satisfaction Survey – every 6 months
 MIS reports to understand the user and usage pattern
 Feedback form to every query response given by the CRO
Types of Complainers

Passives
–

Encounter a problem but do not report it
Voicers
–

Report the problem via email, phone or live chat
Irates
–

Continuously call up the CRM and follow up
Activists
–
Talk to the CRM-Head or write to the CMD about the problem
Service Guarantee
Unconditional Guarantee - 100% money back
If you do not have at least 1 accepted member in the first month, we
Will refund your entire Premium Membership fee - No Questions Asked!
Service Development
New Service Development Process
Example: Photo Uploader Tool
New Service Strategy Matrix
Offerings
Markets
Current Customers
New Customers
Existing Service Sales Promotions, Offers,
Discounts
Online Marketing,
SEO, SEM
New Service
Makaan.com
Shaadipages.com
Shaadi Sapphire
Boundary Spanners
 Customer Relationship Officers
 Shaadi.com Center Representatives
 Cheque / DD pickup boys
Enhancing Customer Participation
 Refer a friend to Shaadi.com
 Forward profile to a friend
 Surveys and Polls
 Submit Success Stories and get Gift vouchers
Problems
 Memberships rates are perceived high and personalized
services sold are less
 Shaaditimes.com, Shaadipages.com and ShaadiShop not
integrated and marketed well
 Competition from Bharatmatrimony.com and
Jeevansaathi.com
 Internal process needs to be optimized to avoid delays and
timely delivery of products
Problems
 Members doubt the authenticity of the profiles and consider
Shaadi.com as non-serious
 Weak in the South Indian market
 Trust on online horoscope matching is less
 Shaadi.com platform not used much for communication
 No tie-ups with print Classifieds
Problem 1
 High Membership Rates
 Low usage of personalized services
Action Plan
 Price the memberships slightly less or at par with the
competition
 Include as many premium services within each membership
package
 More contact numbers per package
 Free gifts and incentives with every package
 Slightly higher discount rates than what competition Offers in
addition to extra days of membership
 Personalized service for initial few days
 Wave off taxes
Example
Membership
Price
Duration
Benefit
Personalized
Service
Free
eCoupon
Renewal
Benefit
Gold
Rs.
1950
3 months
40 Nos.
+
3 xtra days
-
Rs. 100
10% OFF
Diamond
Rs.
3301
6 months
90 Nos.
+
7 xtra days
3 days
Rs. 250
15% OFF
Platinum
Rs.
4801
12
months
200 Nos.
+
15 xtra days
7 days
Rs. 500
20% OFF
Sapphire
Rs.
9,999
3 months
40 Nos.
+
25 xtra days
90 days
Rs. 1000
25% OFF
Compared Memberships with BharatMatrimony.com
Expected Result
 More paid members on the site
 More traffic on site and hence more usage of services
 Lead to more successful matches
 Increase in overall revenue
 Make the brand more stronger
 Lead to more new members and registrations
Problem 2
• Integration of
Action Plan
Integration with
 Shaaditimes Newsletters sent to members on a weekly basis
 Articles, Expert Advice, post marriage counseling, eStory etc.
 ShaadiDirectory service to members who delete their profile
or have found a match
 Cross-selling ShaadiShop at various events such as:
 Festivals and occasions
 Sending gifts to your accepted members
 Free eCoupon on finding a match
 Free eCoupon on purchasing Paid Membership
Action Plan
Integration with
 Monthly Shaadi.com Magazine to Paid members including
 Articles, Expert Advice, reviews, eStory etc.
 ShaadiDirectory catalogues to members who visit the centres
 Includes names and contact numbers of local wedding planners,
venues, caterers, florists, jewelry shops, beauty parlors etc.
 ShaadiShop eCoupons to visiting members:
 Rs 100 eCoupon to Gold Members
 Rs 250 eCoupon to Diamond Members
 Rs 500 eCoupons to Platinum Members
 Rs 1000 eCoupon to Sapphire Members
Expected Result
 All the 3 services will be pushed to the users at regular
intervals. Hence, more brand exposure
 Weekly newsletters and monthly magazines improves
readership of ShaadiTimes.com
 Increase usage of ShaadiDirectory services, lead to more
vendors on site, leading to more revenue
 Increase the number of transactions on ShaadiShop and add
to the revenue stream
Thank You