www.mocca.com

Mocca is a website from the MediaCorp for classified advertising and online communities, newly created in Singapore. ('MOCCA' stands for MediaCorp Online Communities and Classified Advertising.)
MediaCorp recognizes that the future of classified advertising lies online as the trend is already evident in many cities around the world. Online classified advertising offers both seller and buyer many features, such as search, that are not possible with other forms of classifieds.MediaCorp has a wide range of broadcast channels and publications as it serves many different audiences and communities therefore MOCCA gives Mediacorp a convenient, consolidated platform for reaching these communities and meeting their information and other needs.MediaCorp is first launching the classified advertising leg of MOCCA, with the online communities to follow soon after.

Objectives
Its slogan is search buy sell connect. Mocca helps people to sell and buy items in an eye catching manner and hence grab attention easily. This method is new and appealing to consumers as they actually like the way mocca project themself as, especially their advertisement they had on television.

Mocca earns their income probably from the advertising and the fees from the users who want to sell or buy their product. But for now, It is still the very intial stage, therefore they have to build their consumer database and promoting their existence. They are now promoting an offer of free advertisement to consumers hence encouraging them to advertise their product here.

This mocca website is mainly a Consumer to Consumer (C-C) model where individuals can come to search buy sell connect in here. But there is also a Business to Consumer (B-B) model where mocca also has other private companies where they could sell their product or links here as well.

Features
Mocca is mainly a classified advertising with online communities, where they can get together here to share information and broadcast it. It also provides advertising for organization and links to other sponsored website. Mocca is like a classified page on our newspaper, where we can find jobs, houses, cars, lease, education or special needs. Just that it is an online website, where they can reach the larger audience regardless of time and barrier. As mention, MediaCorp see the growth of online audience, hence now is the time to breakthrough here through the web.

MediaCorp has other links such as the http://www.xin.sg/, http://www.channelnewasia.com/ which can be connected from mocca, hence consumer could view the latest news from the links here.
Mocca also have links to government website example to HDB, URA and SLA, this is useful especially for consumers who want to sell or buy a flat and needed to obtain relevant information. Mocca has certainly understood the needs of consumer. They have links to local communities so that probably consumers would want to sign up learning programmes there. Mocca also provide the latest COE prices especially meant for the users who are interested to sell or buy a vehicle.

Mocca has a wide range of categories, from food to wedding services. Their categories certainly cover most of the common needs/wants of an individual in Singapore. Their categories are relatively arranged very well and easily understood. They also have the search feature which can enable consumer to search their information or product quickly. The FAQs feature also solves the common problems faced by the consumers.

Mocca also require consumer to register before they can advertise on their web. They also state that if consumer register, he/she will be able to view the whole list of the classified ads and is free. Therefore, Mocca will be able to capture the profile of the consumer and build up their consumer database. There is a step by step instruction to enable consumer to understand the procedures in placing an advertisement.


Characteristics
With the competitors such as yahoo classified or ebay where they have be in market for a longer period of time, have a much larger circle of audience. Mocca have to come out with something that make them unique and stands out from the rest. They did a good job in advertising eye catching and humorous advertisement on Televison to promote their existence. Mocca has grab consumer attention with their frequent ads on TV especially the muscle man who is feature to sell his flat. This ad definitely has created laughter and grabs attention from the audience.

Mocca also provides consumer with multimedia such as to view video clips of their TV ads, download ringtones. They also provide the latest news and links to channelnewasia. The advertisment from mocca http://www.podcast.sg/specials/mocca/04_Mocca_Bodybuilder_PS.mp4

Analysis
This website is still very new, hence the ads there is advertised from consumers is not very substantial. Mocca still need time and put in more effort to get more consumers to patronize and interact in their website. But I think that it is a good idea to combine all the information in to one website, where people can find a information or particular product easily.

Mocca could also have direct links to the other MediaCorp sites such as the radio, TV or the publishing since all are under the same Organization. So that consumer could also refer to their magazines, listen to radio or get the listings for the TV programmes. But probably, the website is already very full with information; it might be too tedious and difficult to put too many items in a page. Somemore, consumer will not be able to view if a page is too packed. So that’s the reason, some of their other sites are not in here. Overall, I think that Mocca has done a great job in this website.