Download - PayPal Marketing Plan Presentation
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Donation Round UpsDanielle Barsanti, John Beuhler, Tara Gartner, and Keaton Averman
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Intro Small technology firm in California Started in 1998“…committed to harnessing the power of our people, technology and scale to build a worldwide network for good that inspires and enables everyone... to take action...” Charitable acts
PayPal Giving Fund Holiday Giving Social Innovation
202 countries and regions; 25 different currencies 192 million accounts world wide Services small businesses, online merchants, and individuals
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PayPal Holdings (SBU)
Leading online payment service
Involved in holding funds
Responsible for customer security
Main goal: insure safety and privacy
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Current Marketing Situation Middle to upper class 18-55, educated Comfortable with technology
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SWOT & Opportunity AnalysisStrengths Weaknesse
sOpportuniti
esThreats Trends
• Accessible
• No Account Required
• Support from a Large Amount of Websites
• Quick Payments
• Over Twenty International Currencies Compatible
• Focus on Security
• Online Scams and Fraud
• Frozen Accounts
• Withheld Funds
• People Wary of Online Payments
• Online Shopping is on the Rise
• Variety of Payment Methods
• Working with Outside Software Companies
• Room for Further Donation Services
• Hackers and Scammers
• Costly Anti-Virus Software
• Customer Settlements
• Increased Competition
• Online Shopping
• Environmental Awareness
• Charity Participation
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Application
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Our Proposal...
Round Up Service Consumer Convenience Focus No amount is too small
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"Increase the volume and scale of charitable giving around the world."
- PayPal
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User Round Ups
Effective Change
AdvertisingIncreased Users
Transactions
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Target Market: Bull's-Eye
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Target Market: 2nd Ring
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Target Market: 3rd Ring
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Marketing Research
Customer Survey Donation Participation Attitudes towards PayPal Preferred Charities Demographic Information
Research Competitors who Currently Use a Round-Up Service Customer Interviews Focus Group Testing
Opinions on Other Services Suggestions for Improvement
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Marketing Mix: Product/Service
Service Via current platform Small charitable donations
Features Round Up Amount Charity Choice PayPal Giving Fund
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Marketing Mix: Place
Current Online Platform
Point of Sale opt-in
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Marketing Mix: Price
Value Based Pricing the customer has a perceived value for the service
Customers choose value Round up to perceived value of donating Targeted at user preference
Goal: Perfect Price Discrimination
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Marketing Mix: Promotion
Direct Marketing Consumers Business to Business
Public Relations Advertising
TV Online
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Budget
Mobile Application Development $100,000
Website Development $55,000
Advertising Campaign $350,000
Total: $505,000
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Implementation Controls
Feedback Number of users donating Total charitable donations via Round Ups Real-world impact of donations
Evaluation Process Initial rollout to target market users Full release post test period 1 Year Review
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Performance Objectives
Within the first year... 3% of total PayPal users donating via roundups
0.05% of transactions accompanied by donations
10% of PayPal Giving Fund donated via roundups
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CompanyProfits
UserSatisfaction
SocialWelfare
Donation Round Ups
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Questions?