Date post: | 14-Feb-2017 |
Category: |
Education |
Upload: | keaton-averman |
View: | 86 times |
Download: | 8 times |
Donation Round UpsDanielle Barsanti, John Beuhler, Tara Gartner, and Keaton Averman
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
PayPal Holdings (SBU)
Leading online payment service
Involved in holding funds
Responsible for customer security
Main goal: insure safety and privacy
Current Marketing Situation Middle to upper class 18-55, educated Comfortable with technology
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
Application
Our Proposal...
Round Up Service Consumer Convenience Focus No amount is too small
"Increase the volume and scale of charitable giving around the world."
- PayPal
User Round Ups
Effective Change
AdvertisingIncreased Users
Transactions
Target Market: Bull's-Eye
Target Market: 2nd Ring
Target Market: 3rd Ring
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
Marketing Mix: Product/Service
Service Via current platform Small charitable donations
Features Round Up Amount Charity Choice PayPal Giving Fund
Marketing Mix: Place
Current Online Platform
Point of Sale opt-in
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
Marketing Mix: Promotion
Direct Marketing Consumers Business to Business
Public Relations Advertising
TV Online
Budget
Mobile Application Development $100,000
Website Development $55,000
Advertising Campaign $350,000
Total: $505,000
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
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
CompanyProfits
UserSatisfaction
SocialWelfare
Donation Round Ups
Questions?