Company Background

Established in 2007 by David Karp

It is a blogging website.
The concept of Tumblr lets you effortlessly
share anything
It has 12 language versions
Used via mobile phone, PC, iPad and tablet.

http://www.tumblr.com/abou

What Tumblr offers?

Objectives
quotes
photo
es

Tumblr
is the best site
for free
BLOGGING

music

which also lets you

effortlessly
SHARE

links

Vide
o
from

browser

Smart
phone

Or
wherev
PC
er you
are
http://www.tumblr.com/abou

Customizability and Flexibility

Theme

Notifications

Photographs in full size

Explore posts

Custom domain name

Language

Time zone

Share posts- Facebook, Twitter, Email

Set time to publish a new post.

You can link Tumblr to others social networks or blogs

Security and Privacy

Privacy

Safe mode browsing

Post sharing

Security

13 to join
Third Party services

Questions
Replies

Username

Password protected blogs

Password

Information sharing by
request or consent

Block users
Delete account

(http://www.tumblr.com/blog/shradhamahna/settings)
(https://www.tumblr.com/settings/account)
(https://www.tumblr.com/settings/dashboard)

Marketing strategy
Target

market
Positioning
Trends
Demographic
Marketing plan
Financials

Marketin
g Market
Position

Market
Trends

(http://www.quantcast.com/tumblr.com?country=GLOBAL)

US market

Accessibility and
Popularity
Based on a combination of average
daily visitors and page viewsPhilippines

12th most popular site.

USA

20th most popular site.

United

Kingdom and Canada

21st most popular site.

South

Singapore

25th most popular site.

Africa
30th most popular site.

Sweden

France,

Brazil, and

Spain
26th most popular site.
Netherlands

33rd most popular site.

Saudi

Arabia
35th most popular site.

and

Belgium
28th most popular site.
Australia

29th most popular site.

Turkey-

36th most popular site.

Mexico

38th most popular site.

India

Italy

63rd most popular site.

and Pakistan
40th most popular site.

Japan

Indonesia

South

43rd most popular site.

Germany

and

Thailand
47th most popular site.
Malaysia

49th most popular site.

83rd most popular site.

Korea
109th most popular site.

Russia

137th most popular site.

China

363rd most popular site.

(http://www.appappeal.com/maps/tumblr)

(http://big.onvab.com/2011/11/tumblr-growth-statistics-trends-users.html)

Marketing Plan
For itself, execute the
improve plan:

--Launch the phone app, make user

manage blog easier.
-- Add video game, attract more
users
-- -Adds Ads

Marketing Plan
According to the market trend, it
separate:

--Business join
Tumblr

Tumblr is used by Media and Brand

http://tumblr.elle.com/

http://topshop.tumblr.com/

FINANCIALS
-Company capitalised at 125million dollars in
2008
-An extra 5million dollars in investments raised by
Greylock partners
-Company currently valued at 800million dollars
-Moved to moneytization early this year
-No profit made yet
http://www.betabeat.com/2011/09/tumblr.fin
http://ft.com/tumblr//cms/fcc.ad

Tumblrs direct
competitors

VS

Posterous
Established in San
Francisco
Mobile blogging
It works like an e-mail
Can upload photo and
text
http://www.yottaa.com/blog/bid/215497/The-Web-Perfo

rmance-Impact-Tumblr-Leaves-Competition-in-the-Dust
http://www.nytimes.com/external/readwriteweb/2010/0
9/17/17readwriteweb-tumblr-leaves-posterous-in-thedust-45536.html?scp=1&sq=tumblr&st=cse

Twitter
Social

Networking by
updating instant message
Can upload for 140 characters
per one tweet
Cannot upload photo or video
Twitter acquired Posterous
in March 2012
http://edition.cnn.com/2012/08/23/tech/social-media/twitter-t
umblr/index.html
http://www.reuters.com/article/2012/03/13/us-twitter-poste
rous-idUSBRE82C02R20120313

Wordpress
Launched

in 2003
Uses for posting any
topics
Anyone can comment
in the box for discussion
Can upload photo and
text
http://codex.wordpress.org/WordPress_Forum
_Tags

Blogger
Acquired

by Google in 2003
Everything is same as Wordpress
Better format and arrangement

http://www.famousbloggers.net/google-plus-blogging
-purposes.html

Indirect competitors
Facebook
Google+
Skype
Yahoo

messenger
Amazon messenger
Gtalk

Our issues
We

need to know why our

competitors (direct and indirect)
are still preferred over us.
We need to gain some insight
regarding our slow pace of
business growth

Research Objective
To

discover the factors that determine

an individuals preferred choice of
social network/blog
To find out peoples perceptions and
level of awareness about Tumblr (the
brand)
To investigate the elements/tools (of
social networking/blogs) that are most
used/preferred by consumers
To find out the elements of blogs and
social networks that consumers
dislike/ would like to have or be

References

Company background
http://www.tumblr.com/about
Direct Competitors
http://www.nytimes.com/external/rea
dwriteweb/2010/09/17/17readwriteweb
-tumblr-leaves-posterous-in-the-dus
t-45536.html?scp=1&sq=tumblr&st=cse
http://www.yottaa.com/blog/bid/21549
7/The-Web-Performance-Impact-TumblrLeaves-Competition-in-the-Dust
http://edition.cnn.com/2012/08/23/tech
/social-media/twitter-tumblr/index.htm

Marketing Environment
http://www.quantcast.com/tumblr.com?country=GLOBAL
http://mashable.com/2012/05/02/tumblradds-ads/
http://mashable.com/2012/06/15/tumblr-launchingiphone-app/
http://mashable.com/2012/02/22/mapstalgiavideo-game-maps/
http://big.onvab.com/2011/11/tumblr-growth-statistics-trendsusers.html

Customizability and
Flexibility,
Security, Privacy and Popularity

http://www.tumblr.com/blog/shradhamahna/se
ttings
https://www.tumblr.com/settings/account
https://www.tumblr.com/settings/dashboard
http://www.appappeal.com/maps/tumblr

What Tumblr offers (Objectives)

http://www.tumblr.com/about
http://gadgetwise.blogs.nytimes.

com/2009/03/13/tumblr-makes-blog
ging-blissfully-easy/
http://adage.com/article/digital
/tumblr-unveils-major-brand-camp
aign-adidas/235262/
http://blog.comscore.com/2011/0
8/tumblr_user_growth_accelerate
s.html
http://www.alexa.com/siteinfo/tu