Marketing plan developed as the final project for BUS 200 Principles of Marketing. The class was tasked with creating a new product for one of the 2016 Top 100 Brands. We decided to create a donation round-up system for PayPal in order to leverage their large user base and social welfare focus.
As team leader, I was responsible for planning meetings, coordinating deliverables, editing the final product, and creating the PowerPoint presentation.
2. 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
3. PayPal Holdings (SBU)
Leading online payment service
Involved in holding funds
Responsible for customer security
Main goal: insure safety and privacy
5. SWOT & Opportunity Analysis
Strengths Weaknesses Opportunities Threats 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
14. 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
15. Marketing Mix: Product/Service
Service
Via current platform
Small charitable donations
Features
Round Up Amount
Charity Choice
PayPal Giving Fund
17. 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
18. Marketing Mix: Promotion
Direct Marketing
Consumers
Business to Business
Public Relations
Advertising
TV
Online
19. Budget
Mobile Application Development
$100,000
Website Development
$55,000
Advertising Campaign
$350,000
Total: $505,000
20. 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
21. 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
Danielle – Intro of group
Each member asks a question
1.Who here shops online?
2.Who is interested in charitable acts?
3.Who actually donates?
3. Jon – Spare change question/suggestion?
Danielle
Danielle
Mention brand extension
KEATON
JON
Maybe bold the specific trends we plan on focusing on?
KEATON
KEATON
TARA
Point out the round ups.
TARA
KEATON
TARA
Basically, narrow down from how we'd love to get all of the middle to upper class 18-55 year old's to these specific groups.
TARA
TARA
Danielle
TARA
JON
Mention how it's a direct strategy.
Danielle
If you can, try and make this part less wordy.
Perfect Price Discrimination –targeting each user at their highest willingness to pay