International Marketing - USPS e-Stamps Marketing Plan

USPS Marketing team: Sam Adams – Team #7 Ayo Uduokhai, Tadashi Sakashita, Dee Sarma, Manuel Juarez, Francesco Jannuzzi

SCQ Analysis – At a glance…

Situation Analysis – Macro & Industry ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Situation Analysis - Customer ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Market Research *Research Statistics quoted herewith are assumptions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Importance 35% 15% 25% 25% ---------- 100%

Situation Analysis -Competition KEY SUCCESS FACTORS ANALYSIS Social Media : Facebook, Twitter Etc Courier: FedEx, DHL, UPS etc Text Messages: At&T, T-Mobile, Verizon etc

Situation Analysis -Competition SWOT ANALYSIS

Marketing Strategy - Target Market ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Brand – New Brand ,[object Object],[object Object],[object Object]

Brand and Positioning – Brand Map Bring back the pleasure and emotional importance of receiving a mail, by creating a new, convenient and way to purchase your customizable postal stamps online . You’ll have an easy, fast and secure online service in your purchase of stamps. No hassle to buy stamps: you can finally send your emotions easily and conveniently Easy going, modern but traditional in caring about emotions

Marketing Mix -Offering Convenience of online purchase of any quantity that can be made 24/7 anywhere that has internet access and a printer! Trace your mail from your own home by keying in the numbers on the barcode E-Stamp with an in-built barcode that can be printed directly onto the envelope or postcard and posted. Price of stamp is calculated accurately online based on weight, size and address Customize your e-stamp with any picture you like! In the future this product can also be further developed to make sending packages to people an easy DIY system

Marketing Mix- Offering Presentation ,[object Object],… and you can customize it like you want!!!

Marketing Mix - Value ,[object Object],[object Object],[object Object],Traditional Stamp Price Letter DL size 1 ounce - $0.44 Features: Paper Stamp For use in USA only Drawbacks : Must purchase physically No traceability component unless registered E-stamp Price - Basic Letter DL size 1 ounce - $0.53 (20% premium) Features : Print stamp directly on envelope or postcard For use in USA only Additional Value : Convenience, Unique barcode enables tracking, Website allows customization and personalization of stamps Price – Customized Letter DL size 1 ounce - $0.57 (30% premium)

Marketing Mix - Experience ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Marketing Mix - Relationships ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Communication Strategies ,[object Object],[object Object],[object Object]

Other Communication channels ,[object Object],[object Object],[object Object]

Communications & Promotions Budget Estimates

Sales Enablement ,[object Object],[object Object],[object Object],[object Object]

Marketing Strategy - Objectives ,[object Object],[object Object]

Financial current situation ,[object Object],[object Object],.44 United States .78 France .77 Germany .64 Great Britain .47 Canada .83 Japan 1.25 Norway Convenient, Reliable, Affordable ◇ U.S. Postal Service is the less expensive service in the world ◇ Operating revenue dropped by 9.1% between 2008 and 2009 ◇ Profitability dropped as well causing the need for a new product to increase revenues and hence increase profits 2007 2008 2009 Operating Revenue $74,778 $74,932 $68,090 Operating Expense $80,105 $77,738 $71,830 Loss from Operation -$5,327 -$2,803 -$3,740 Operation Margin -7.1% -3.7% -5.5% Capital contributions of U.S. government $3,087 $3,034 $3,034

Financial Estimates Income Statement (Million) ◇ The operating revenue will increase by 1B$ per year thanks to the introduction of the e-stamp ◇ We have to invest to create the IT infrastructure for this new business, and also invest a lot of marketing activities. ◇ We estimate that the break-even mail volume is about 182 billion . 2009 2010 2011 2012 Operating Revenue $68,090 $69,742 $71,395 $73,047 Increasing Rate - 2.43% 2.37% 2.31% Operating Expense $71,830 $71,830 $71,830 $71,830 Decreasing Rate -7.6% 0% 0% 0% IT investment - $7 $1 $1 Marketing budget - $12 $12 $12 Loss from Operation -$3,740 -$2,107 -$448 $1,204 Operation Margin -5.5% -3.0% -0.6% 1.6% Capital contributions of U.S. government $3,034 $2,107 $448 $0

Hurley’s Marketing Framework Relationship Management Managing Client Relationships Internal & External Communications Building Client Relationships Marketing Operations — Organizational Development, Management, and Metrics Business Partners — Strategy , Relationship Management, and Communications Sales Support — Training, Support , and Business Development Processes and Tools ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Solutions Management Meeting Client Needs Strategy & Market Planning Understanding Clients B U S I N E S S R E S U L T S © 2006, ITSMA

THANK YOU Q&A B/U SLIDES FOLLOWING Sam Adams – Team #7 Ayo Uduokhai, Tadashi Sakashita, Dee Sarma, Manuel Juarez, Francesco Jannuzzi

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Conjoint analysis details

Conjoint analysis details 10=best 1=worst Emotional Price Speed Convenience Estamp & letter 10 8 5 10 Email 4 10 10 10 Social media 6 10 9 10 Txt message 6 2 9 10 Courier 9 1 5 7 Traditional stamp 10 8 1 1 Average 7.5 6.5 6.5 8

Cost Savings ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

References ,[object Object],[object Object],[object Object],[object Object],[object Object]

International Marketing - USPS e-Stamps Marketing Plan

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