Professional Documents
Culture Documents
Yahoo!: The Case
Yahoo!: The Case
The case
Background
• Developed by David Filo & Jerry Yang
• Original version: Jerry and David’s Guide to the
world wide web
• Brand name: Beyond conventional approach
• Default search engine of Netscafe
• Success due to consistency of its advertising
Background
• Top-rated search engine
• Developed massive customer base
• Charged premium price for ads
• Awareness-building campaign: Simple message
• Started traditional media advertising
• Focused on new surfers
• Distinct message for diffrent audience
Services
• Unique search engine: Massive searchable Index
• Portal to destination site
Offered content other than original searchable directory
Yahoo finance, yahoo travel, yahoo email,yahoo online
store
• Joining the E-commerce World
• Yahoo Branded Visa card & Yahoo shopping
Marketing strategy