-Recognize the role of marketing within the firm’s decision-making process.
-Demonstrate an understanding of the processes for analyzing, segmenting, and targeting customers in both consumer and business markets.
-Express an understanding of the process of product development, brand positioning, and brand management
-Explain the role of pricing in the firm’s decision-making process
-Identify common models of distribution and retailing
-Promotional tactics
-Ethics
2. Your Snapchat Story
• Snapchat was created by three Stanford Students:
- Evan Spiegel
- Co-founder: Bobby Murphy
- Developer: Reggie Brown
- Originally named “Picaboo”, in July 2011 the app was launched and changed its name to
Snapchat.
- Allows its users to take photos, record videos, add text and drawings and send them to a
controlled list of recipients, known as “snaps.”
- Snapchat gives users the opportunity of instead of capturing the perfect moment to post on
Facebook or acquiring the “Instagram worthy” post; Snapchat offers great flexibility.
4. What does Snapchat stand for?
• Staying in- touch with the world
Brand Personality
If Snapchat was a person it would be Casper the Friendly Ghost. Casper portrays
Snapchat perfectly because he embodies everything that Snapchat is. Being the
mobile app that is used to connect with friends on a personal and friendly level, but
also is transparent because pictures disappear after a maximum of 10 seconds.
6. Snapchat Positioning Statement
To modern day millenials sending a quick message or snap for all
or one to see. Snapchat is the only brand of social media that
shares memories as they happen and disappear as they end.
7. Target Description
• Snapchat’s original target consumer is millennials aged 13-24 and has grown to a user base of over 100
million user’s world wide. That target has stayed consistent, and seen steady growth throughout the
years.
• We see no reason to change the target segment
8. Pricing Strategy
How its monetized:
• Snapchat offers space for advertisements for major
companies
• Snapchat has introduced SnapCash, partnering with
Square Cash
• Snapchat has offered a new idea of charging .99
cents for reviewing the past three snaps they viewed
9. Distribution Situation/ Strategy
Most Often:
1. Snapchat
2. Instagram
3. Twitter
4. Facebook
Regularly Used:
5. Youtube
6. Pinterest
7. LinkedIn
8. Netflix
9. Pandora
Occasionally Used:
10. Amazon
11. Chegg
12. Skype
• Snapchat is in the center of the circle,
because it has daily consumer usage.
• Snapchat is currently in the “most
often” used circle, which is located in
the center.
• Snapchat is currently at 8.796 “snaps”
per second as of July 2015.
• In order to increase multiple times
daily use within the center we will
increase phone notifications to users.
This will include notifications when
friends post pictures, and send users
Snapchats.
10. Advertising Objective: To increase the number of Snapchat Users
Target: Young adults/ Millennial who know about Snapchat, but aren’t engaged with the
app
I enjoy sending videos and photos to
friends that disappear after a few
seconds.
I wish I could share with my friends my
memories that aren’t public for the
world to see.
• Snapchat
• My Moments
• Shared Momentarily
Snapchat has created a way for me to
share my stories with who I want and
disappear when I want.
I appreciate Snapchat giving me my
privacy back
Think Now, Do Now Differentiating Proposition (USP) Think In Future / Do In Future
Strategic Map
11. Communication Situation
• Media to be used:
- TV: Millenials spend on average over 2 hours a day watching TV.
- Billboard: Millenials drive to and from school or work everyday
- Internet: 73% of Millenials shop online
- Print: We will not use Print ads, because most millennial are reading their news, and
magazines through phone apps, and the internet.
• Snapchat will create TV, Billboard, and Internet.
12. Snapchat Promotions
• Goal 1: Generate usage
How: Snapchat will offer customers a chance to have their own personal snaps
shown to the rest of the world on the Snapchat Story wall to earn a score, those
who earn the highest score will win a vacation.
Why : To get their image out there & to win their free vacation Snapchat is offering.
• Goal 2: Generate usage and build brand reputation
How: Snapchat will offer users a chance to promote one out of three charity’s
which include: A Visionary charity, An Educational charity, and A Nationwide charity. For
every snap 15 cents will be donated to the charity of choosing.
Why: For Snapchat to show users how they care about promoting and supporting
a charity, also to support their users.
