match.com

  • okcupid-matchA corporate marketing article by Thunderbird students Noah Emery, Kate Gillette, Megan Groves, Roger Li, Christian Lorentzen, Ullas Rameshappa and Amanda Roberson

    Executive Summary: In this paper, we will provide an overview of the existing and growing online dating market as it pertains to the United States. Focusing on two brands, Match.com (Match) and OkCupid, we will 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, a much younger brand. After analysis of product, promotion, placement and pricing as well as segmentation, targeting and positioning of each brand, we recommend the following: a dual-branding strategy that capitalizes on Match’s industry experience in order to grow the market and maximize OkCupid’s potential value.