1.
Group Members
Name Surname
Reg Number
■ Partson Zunza C16128459x
■ Tawanda Nyahuye
C16129380p
■ Marshall Musungwa C16129272r
■ Lewis Honye C15126457j
■ Aaron Mayendesa C16128647J
■ Rangarirai Zawe C16129455V
■ Ngonidzashe Matenga C16128702D
■ Albert Chisoro C16128159F

2.
PRODUCT LIFE
CYCLE
Tinder

3.
About is Tinder
■ Tinder is a location-based social search mobile app
and Web application most often used as a dating
service.
■ It allows users to use a swiping motion to like or
dislike other users, and allows users to chat if both
parties like each other.

4.
Background
■ Tinder was founded by online entrepreneurs Sean Rad and Justin Mateen in
2012 within startup incubator Hatch Labs a joint venture of IAC and mobile
development firm Xtreme Labs
■ By 2014, Tinder was registering about one billion "swipes" per day, producing
about twelve million matches per day

5.
Life Cycle - Introduction Stage
■ We took the shame out of online dating by stimulating word of mouth referrals – Referral
Marketing.
■ Before Tinder, people were ashamed of telling friends and colleagues that they dating
online therefore we made the game out of online dating by swiping left and right.
■ In other online dating apps, when you matched or sent a message, you’d get a message
that said something like, “There are more singles waiting to meet you!”
■ Ours said, “Keep playing.”
■ This made it seem like a game, and what do you do when you find a fun game?
■ Our target market were college students who are likely to experiment with new
technologies as compared to other people.
■ We also advertised the app on YouTube and Facebook adds – Internet marketing.

6.
Life Cycle - Growth
■ Quality Improvement – We improved the quality of Tinder in order to attract
more users.
■ The algorithm was changed to show most beautiful and handsome faces first
when a user logs in.
■ Premium pricing - To keep our profits improving we introduced Tinder gold a
premium version of Tinder which has more features as compared to ordinary
tinder.
■ Tinder gold users pay more and have more features such as more swipes than
ordinary users.

7.
■ When our market share grew we started using market modification and price
differentiation based on age, gender and location.
■ This was due stiff completion from other online dating players like Bumble.
■ The platform had more males than females so we started to charge less for
female users to attract more female users.
■ We also charged different prices according to the user’s location, those in the
California were charged more than those in Texas.
Life Cycle - Maturity

8.
Life Cycle - Decline
■ When tinder was declining due to stiff completion we used product
modification and social media marketing in order to extend the life cycle.
■ We added a feature to allow animations in conversations as well as engaging
Instagram and Instagram influencers.
■ Through the use of top Instagram influencers we
managed to further increase our users

9.
THANK YOU