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Groupon Marketing – Australia
Groupon has appointed PHD Australia as its Australian media agency, as the Groupon looks to win share in the bloated group buying market.
Groupon is embarking on an expansion plan in Australia, where it has yet to win a significant market lead position it has in the states.
Groupon has entered the Australian market as Stardeals because rival group buying site Scoopon had the local rights to the name. However, Groupon has since won an out-of-court settlement for the naming rights.
Their marketing activity has been minimal since its launch in Australia. Groupon only spent an estimated $250,000 on traditional media in the first quarter of 2011. However this may well all change with the appointment of PHD.
In the Australian group buying space we have seen Yahool7 bought daily deals site Spreets for $40 million, after Nine Entertainment Co. and Microsoft launched group buying site Cudo earlier in the year.
The Australian group buying market may exceed $400 million in annual revenue in 2011. In the third
quarter the top sites by revenue were Scoopon, Cudo, Living Social, Spreets and Groupon respectively.
