PORTER’S 6 FORCES
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MEMbERS OF PORTER’S 6 FORCES
SHUBHAM CHATTERJEE SOUVIK BHATTACHARYA SUMIT NASKAR
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RAJDIP SARKAR TANMOY BAR SARBAJIT DAS
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What is
Tinder is a location-based social search mobile app and Web application most
often used as a dating service, that allows users to use a swiping motion to like
or dislike other users, and allows users to chat if both parties like each other.
Although primarily based on an app based platform, tinder can be
operated from a desktop as well.
Tinder mobile APP interface
Google Mobile friendly test shows that the tinder website is
mobile-friendly
Google PageSpeed insights shows that Tinder website is slower
on phones than on computers
Insights from ubersuggest.com suggest that there has been a continuous rise in
traffic to tinder.com.
After USA, the country with the highest number of people accessing tinder.com is India.
SEO keyword rankings of
Top keywords for tinder in India:
Demographics of tinder users
• the audience is chiefly urban
• men are more in numbers than women
• the primary age group is 16-24
• even though more than half of the users
are single, not all are
Marketing strategies of tinder that has helped it
to grow
• 1. Tinder offers a novel and gamified user experience
• Users of Tinder can swipe left or right, look through many dating prospect’s
profile within the shortest amount of time and are rewarded by reciprocation from
their admirers. The addictive factor is high with Tinder, due to the fun and
gamified features. By letting users pick one date after another, Tinder dating
creates a feeling of competitiveness and empowerment. The average user spends
90 minutes on Tinder daily just to play on the fast user interface.
Marketing strategies of tinder that has helped it
to grow (contd.)
• 2. Tinder markets to specific • 3.Tinder introduces new norms in
demographics dating
• The founders of Tinders marketed • With increasing numbers of Tinder
to a small and specific group of users, the idea of localized dating
people in college campuses. They becomes the norm. Users don’t feel
knew who their target demographic stigmatized for using such a casual
were, and focused on making the dating app. Social validation through
user experience great for them. peers and normalization of the app all
helped Tinder to grow.
Marketing strategies of tinder that has helped it
to grow (contd.)
• 4. Social networking features of • 5. Word of mouth marketing is highly
Tinder provided fuel for growth effective
• Tinder uses user’s profiles on • Tinder uses word of mouth marketing
Facebook to create a compatibility to gain brand equity and build
credibility with their users. As more
profile on Tinder. Instagram
people joined, the greater the brand
integration also allows users to see
awareness for Tinder. Tinder’s global
what photographs their love expansion has been chiefly reliant on
interest likes to post. their word of mouth marketing.
How Tinder Became the Highest Grossing
Mobile App of 2019
• In developed markets like the U.S., Tinder Plus costs $10 per month for users under the age of 30 and
$20 per month for older users. Users in developing markets generally pay lower rates.
• Tinder Gold adds "top picks" and the ability to see who likes you to start chatting right away. Gold
costs an extra $5 a month for Plus users, $15 per month on an annual basis, or $30 per month on a
monthly basis. Last August, Match claimed that Gold subscribers accounted for over 70% of Tinder's
entire subscriber base.
• Tinder's total subscribers grew 39% annually to 5.7 million last quarter, as the app's average revenue
per user (ARPU) rose 9%. Tinder's audience remains small relative to those of other mobile apps, but
it generates most of its revenue from stable high-margin subscriptions instead of lower-margin ad
revenue.
Tinder social media marketing
Instagram page Twitter handle
Tinder and Spotify: match made in heaven
• While editing their Tinder profile,
Spotify users have an option of
displaying their musical preferences
with an 'anthem'
• Spotify helps you with a list of
popular songs a user can choose as
his anthem
How can companies include Tinder in their
digital marketing strategy ?
• By using pop-ups or by taking advantage of the
app’s social features, for example by creating
private profiles that interact in real-time with
users.
• Allows to take advantage of geolocation data
and offer personalized services to users.
• To emotionally involve : while looking for
comfort, new sensations and recognition, users The first real advertising campaign on Tinder was
are globally more responsive to messages. launched in 2015 by GAP with the hashtag
#SpringIsWeird. A hashtag created to promote the
• To create “conscious” campaigns. blue square brand’s new spring/summer collection.
Domino’s Pizza – Ready to flirt with Domino’s ?
• Domino’s Pizza has succeeded in
interfering with single people’s lives
by introducing itself as a possible
Valentine’s Day partner. On
February 14th, Domino’s invited
the users to swipe right in order to
win discounts or even free pizzas.
Amnesty International – Make a choice
• The Australian organization Amnesty
International used the platform to
draw the users’ attention to the subject
of freedom of choice : during the
international Women Day, users
discovered a profile on the app, which
contained images suggesting to think
about inequality of rights from one
country to another.
Algida Cornet – #TiHoPuntato
• Cornetto Algida’s campaign stated “Ti ho
puntato” (list. “I spotted you”, and could be
translated as “I seduced you”). A good play on
words : “puntato” (underling, mark) also refers
to a delicious object of desire : the chocolat tip
of the Classic Algida Cornetto. After swiping
right, you would receive a message inviting you
to the brand’s website where you could leave a
note and tag the person whom you would leave
the chocolate part of the ice cream cone to.
Tinder affiliate program (tinder u campus rep)
• Live, know and learn Tinder through community
engagement, guerilla activities and events along with
other Campus Reps.
• Foster relationships with college organizations,
societies and groups and come up with innovative
ways to integrate Tinder into their spheres.
• Represent Tinder on all your social media platforms.
• Drive online engagement across social media.
• Manage Tinder Merch across all events you organize
and collaborate with.
Tinder Wraps First Scripted Series, A Choose-
Your-Own-Adventure Set In The Apocalypse
The as-yet-unnamed series (which has been internally referred to as ‘Project X’) takes place in
an apocalypse, according to Variety, wherein characters must choose how to spend their final
days — including with respect to budding relationships. The series will feature interactive
components, enabling viewers to swipe right (as a ‘yes’) or left (‘no’) to advance the plot. Down
the line, Tinder is also reportedly eyeing an algorithm that would weigh the choices that viewers
make as a way to match prospective daters based on the commonalities of their decisions.
The six-episode series (totaling two hours in length) was shot in Mexico City last month, and is
set to bow in October on the Tinder app — though producers are also considering a later
rollout on a traditional streaming platform further down the line. The venture reportedly
boasted a budget of $5 million.
Use of updated technology
• Tinder is adding a panic button and other safety
features to the dating app.
• The new functions will include emergency assistance,
location tracking, and photo verification.
• Tinder will offer the features first in the US from 28
January, but didn't say when they will be available
globally.
• Match group said it had invested in Noonlight, which
provides the online emergency response services and
personal safety products that Tinder will use.
Noonlight's technology will enable users to alert
emergency services and transmit highly accurate
location data.
Use of updated technology
• Before meeting someone, users will be able to save
information about the person and when the date is
taking place.
• If they then hit the panic button emergency services
will be alerted with the details, along with accurate
location data.
• The app's new photo verification feature will help
users avoid "catfishing", when someone uses a fake
identity online.
• Artificial Intelligence (AI) to check that profile
pictures uploaded to app, with users asked to verify
their identity by taking several real-time selfies.
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