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  • Marketing Objective: Positioning of Orkut in The Social Networking Sites Industry. Research Objective

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    Vishal Goel
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    This document outlines the marketing and research objectives for positioning Orkut in the social networking industry. It identifies understanding key drivers of the industry, competitors, and Orkut's competitive advantages as research objectives. The document also lists key information areas and variables to study, such as consumer profiles, characteristics of social networks, influencers, brand awareness, and usage patterns.

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    This document outlines the marketing and research objectives for positioning Orkut in the social networking industry. It identifies understanding key drivers of the industry, competitors, and Orkut's competitive advantages as research objectives. The document also lists key information areas and variables to study, such as consumer profiles, characteristics of social networks, influencers, brand awareness, and usage patterns.

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    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
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    8 views2 pages

    Marketing Objective: Positioning of Orkut in The Social Networking Sites Industry. Research Objective

    Uploaded by

    Vishal Goel
    This document outlines the marketing and research objectives for positioning Orkut in the social networking industry. It identifies understanding key drivers of the industry, competitors, and Orkut's competitive advantages as research objectives. The document also lists key information areas and variables to study, such as consumer profiles, characteristics of social networks, influencers, brand awareness, and usage patterns.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 2

    Marketing Objective: Positioning of Orkut in the Social Networking Sites Industry.

    Research Objective:

    1. To kind of key drivers of the Social Networking Sites Industry


    2. Identify potential competitors of Orkut
    3. Competitive advantage of Orkut in its category

    Key Information Areas

     Consumer Profile
     Characteristics of Social Networking Sites
     Reach
     Influencers
     Brand Awareness
     Usage pattern

    Variables

    1. Consumer Profile
    a. Age
    b. Gender
    c. Marital Status
    d. Account on how many Social Networking Sites
    2. Characteristics
    a. Chat Feature
    b. Navigation
    c. Ease of finding friends
    d. Privacy settings
    e. Security settings
    f. Aesthetics- Page look & feel
    g. Ease of use
    h. Uptime/downtime
    i. Ease of Content upload/download
    j. Business networking
    k. Gaming
    l. Ease to create an account
    3. Influencers
    a. Friends
    b. Family
    c. Colleagues
    d. Advertisements
    4. Brand Awareness
    a. Brand Recall
    5. Usage pattern
    a. Frequency
    b. Time Spent
    c. Friendship
    d. Business Networking
    e. Peer Pressure
    f. Because everybody is on it.
    g. Dating
    h. Status/Recognition

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