Compare-the-market.

com
Kenan Agacdiken, Benedict Laufer, Henrik Seemann
IBW 2
Marketing Cases, Prof. Dr. Binckebanck
VS.
 GOOGLE

 „meerkat“
„market“

Aleksandr
Orlov
Facts

Founder: Douw Steyn

Total revenue: £507 million

Profit: £94 million

Launched: 2006  Advertising campaign: 2009

2013: Best website in the comparison sector

Located: UK & Australia

 Comparethemarket SWOT analysis

Strengths Weaknesses

• Great advertising
• Revenue relies only on
strategies
commissions
• Large and attractive
• High fixed costs
range with good value
(advertising)
• Huge financial resources
• Geographic
• Easy concept
concentration

Opportunities Threats

• Stock exchange • Low entrance barriers

• Finance sector • Growing competition,
• Geographical expansion therefore less profitable
 Strengths

• Great advertising strategies

• Large and attractive range with good
value
• Huge financial resources
• Easy concept
 Weaknesses

• Revenue relies only on commissions

• High fixed costs (advertising)
• Geographic concentration
 Opportunities

• Stock exchange
• Finance sector
• Geographical expansion
 Threats

• Low entrance barriers

• Growing competition, therefore less
profitable
Matching strategies

Large
Stock
range with
market
high value
Attractive
for
investors
Matching strategies

Huge financial Geographic

resources expansion
Conversion Strategies

Weakness Strength

Geographic High
concentration marketshare

=
UK + Australia High Branding
Conversion Strategies

Weakness Strength

Revenue relies Maximum

only on motivated team
commission
Conversion Strategies

Threat Opportunity

Low entrance Getting input

barriers from small
companies by
buying them
Conversion Strategies

Threat Opportunity

Growing Opening stores to

competition and talk to customers
less differentation directly
 Marketing strategy
Framework for
implementing IMC
Set campaign
objectives
Influences decisions
Outcome
affects Creative agency
selection Influences decisions

Outcome affects Promotional mix

selection
Influences decisions

Outcome affects Campaign

implementation Influences decisions

Outcome affects
Evaluation

Future planning
 Advertising Personal selling

Develops Questions Interactive

not Costly
Trust answered Adaptable

Direct marketing Digital promotions

Not visible Low Global Security

response reach issues
Periodic Annoyance flexible
contact

Sales promotion Public relations

Boost to Only Highly Loss of

short term
sales credible control
Key success factors

Key success factors

Creating Sales
Clear
love for IMC plan promotion
objectives
the brand tools used
Promotional Mix

Advertising

Public Personal
relations selling

Promotional
mix

Sales Direct
promotion marketing

Digital
promotions
Impact factors

Cost of
promotional
tools

Market size
Push vs pull-
and
strategy
concentration

Customer
Product
information
characteristics
needs
AIDA model

Attention Interest Desire Action

 Marketing
strategy

Identify and
understand
target audience

Define
advertising
objectives

Set the
advertising
budget

Message Media
decisions decisions

Execute
campaign

Evaluate
advertising
effectiveness
Evaluation of the campain

All objectives
in nine weeks

100%
55% of car
increase in
insurance
insurance
conversations
quotes

Cost-per-visit
Market share
reduced by 75
has tripled
per cent
 66 000 follower

• Increase of 35% in
conversations (car insurance)
• 311 offers of marriage
814 000 fans • 256 offers of adoption
• 20 petitions for Aleksandr
mercandise
Conclusion