etrade competitive analysis
DESCRIPTION
A Competitive Analysis for Etrade. Project made in Account Planning Class Fall 2011 Teachers: Virginia Lu, AKQA & John Quintana, GSPTRANSCRIPT
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2. COMPETITIVE ANALYSIS
For E*trades competitive analysis I explored three of E*trade’s closes and most threatening competitors on the market today. (fall 2011) I picked three competitors with a strong brand personality that has been meaningful for them to achieve success.
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COMPETITOR ANALYSIS
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COMPETITORS
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WHY THEM?
ey are all competing with the same service E*TRADE have boosted their numbers but not as much as them Problems harmed E*TRADEs brand image Fidelity, Charles Schwab and Ameritrade stayed out of trouble during the recent "nancial downturn E*TRADE fallen behind on new accounts despite popularity Discussion of E*TRADE being bought
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COMPETITOR ANALYSIS
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BRAND POSITIONING
" Fidelity is your !nancial partner that help you at every stage of your life, today and throughout”
Lifetime- Lifestyle - Future
Give back and guide
Customer always "rst
Long-term relationships based on trust
inking Green
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MEDIA TACTICS
” Your !nancial GPS ”
Follow the Green Line- get to your "nal destination
Follow and trust Fidelity trough out your life
We guide you to understand- everything- everywhere
t
Guidance on TV during sports events and on Site and Print
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MEDIA TACTICS
Being where our customers / clients are – Just follow the green line
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MEDIA TACTICS
Large investments in social media Being where our clients / customers are
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ENVIRONMENTAL
We take green seriously Electronic deliver of customers communications Eco friendly buildings Recycling increased energy efficiency Greener supply chain
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PARTNER/SPONSORSHIPS
Attractive diverse talent from: Colleges Universities Professional organizations Support talent management
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COMPETITOR ANALYSIS
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BRAND POSITIONING
“ Help to get everyone !nancially !t” Personal Harmonious Easy to understand Conversation among equals Re-recruit our clients
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MEDIA TACTICS
“Talk to Chuck”- Advertising Campaign
A simple call to action
Get what is right for you- different advertising towards different people
Ask questions Get Feedback and Get Answers
TV Print Online
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MEDIA TACTICS
Social Media Again- "nd what is personal and important to you Different social media accounts for different kinds of customers
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TOOLS TO TRADE YOUR WAY
Again- Make it personal for people Making investing easier and understandable Different people – different needs
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COMPETITOR ANALYSIS
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BRAND POSITIONING
Inspire Encourage Creative solutions New ideas and ways to connect Entertaining along with education Simplicity
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MEDIA TACTICS
Online and TV is their way to go
“e Invested Life” TV-show
Ameritrade Spotlight- An online reporting site
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MEDIA TACTICS
A social media platform Follow leaders Team up with the TV hit Mad Money Entertaining- Education- Sharing
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PRODUCT INNOVATION
Creativity Meet the clients wherever they are – online – stay updated Make it easier More fun
Products: Trade triggers QuoteScope SnapTicket MarketMotion DetectorsStrategyDesk Ipad app Iphone app
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OVERALL IMPLICATIONS
3 Competitive Companies that have made their brand image work - One that takes care of you – now and in the future ( Fidelity ) - One that is making it personal - ( Charles Schwab)
- One that makes investing fun and connecting in innovative ways ( Ameritrade )
3 Competitive Companies who have a clear vision on who they are talking to
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ETRADE IMPLICATIONS
Opportunity to learn from them why they survived Opportunity to create a space for them that is not already occupied Find your “niche” on how to approach your clients / customers Specify main target Show strengths towards their clients / customers Good brand recognition now Etrade need a strong brand image
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THANK YOU!