Download - 48h Express Marketing Strategy
48H EXPRESS Marketing Plan
Project Team:
* Duc Tran* William Wei* Danyu Gao
Agenda
Executive Summary Market Segmentation Competitive Review Business Model Positioning Marketing Strategy Marketing Mix Marketing Collaterals Ideas Next Steps About the Team
Executive Summary
Emerging needs of sending high-valued parcels from GTA to China 48H Express is an competitively-priced two-day-guaranteed hand-carrying service
to deliver parcels from GTA (Canada) to Beijing (China), utilizing network of individual associate carriers
Marketing activities target social media, internet-based communities and word-of-mouth via personal reference
Conventional
Compromise
Market Segmentationby key drivers (Level of Service and Total Cost)
Total Cost (incl. Duties)
Level of Service(time, convenience, reliability)
Other small
couriers
?X
Competitive Review
(*) Standard parcel: size ~ 22”x16”x6”, weight <3 lbs
Established Courier (UPS, Fedex) Canada Post Valueway Couriers
Courier Fee per standard parcel (*) ~ CAD 200 ~ CAD 70 ~ CAD 20
Import Duty range ~ 30% - 60%
Import Duty possibility (% charged) ~ 20% - 30% ~ 20% - 30% ~ 10% - 20%
TOTAL POSSIBLE COST High Mid Low
Time (days) 3-7 7-10 10-20
Convenience for sender Mid Mid Low
Convenience for receiver High High Mid
% of loss and damage Very Low Low Mid
Reliability High High Low
TOTAL LEVEL OF SERVICE High Mid Low
Business ModelConventional Posting Process
Collectors & ForwardersCarriersDeliverers
Business Model48H Express Approach
CarriersDeliverers
48H Express
Competitive Review
(*) Standard parcel: size ~ 22”x16”x6”, weight <3 lbs
48h Express Established Courier (UPS, Fedex) Canada Post Valueway Couriers
Courier Fee per standard parcel (*) ~ CAD 70 ~ CAD 200 ~ CAD 70 ~ CAD 20
Import Duty range ~ 30% - 60%
Import Duty possibility (% charged) 0 – 5% ~ 20% - 30% ~ 20% - 30% ~ 10% - 20%
TOTAL POSSIBLE COST Lowest High Mid Low
Time (days) 2 3-7 7-10 10-20
Convenience for sender Mid Mid Mid Low
Convenience for receiver Mid High High Mid
% of loss and damage Mid Very Low Low Mid
Reliability High High High Low
TOTAL LEVEL OF SERVICE High High Mid Low
Smart Conventional
Compromise
PositioningBig Potential in Emerging Niche (Blue Ocean)
Total Cost (incl. Duties)
Level of Service(time, convenience, reliability)
Other small
couriers
48H Express
SWOT Analysis
Strengths
High level of service (2-day guarantee, reliability) Competitive cost (max 50% vs closest competitor) great value equation First mover advantage
Weaknesses
First mover have to educate customers on new concept Limited initial resources: money, locations, ICT system Team new to the category Risk control (in beginning)
Opprtunities
Growing niche Geographic expansion New concept of “sharing economy” gets more buy-in Further ICT development drive effectiveness & efficiency
Threats
No strong entry barrier easy for others to join the market Governments might regulate in future
Business Objectives and Strategy
Gain large client base and establish strong foothold in courier market within first year by aggressively driving Awareness and Trial.
Marketing StrategyBuild – Consolidate - Expand in Stages
Time
No of Transactions
2016 20202017 2018 2019
Build Awareness (GTA)
Build Trial (GTA)
Route Expansion (Canada)
Pilot
Build Awareness (Canada)
Build Trial (Canada)
Setup
Marketing Mix - Overview
Product Hand-carrying
service Two-day delivery Focus high valued
items: fashion, hi-tech
Place Physical: Chinese
supermarket, Chinese-centric
malls, airport Online: Weibo, BBS, Facebook, Wechat
Price Price challenger
(max 50% vs competitors)
Promotion Online & social: Weibo,
BBS, FB, Wechat Content: create story
(dramatized) Peer reference Discounted trial
Off line: discount coupons at Chinese-
centric malls
People Employees & Management
Customer service CouriersProcess
Real time tracking Review & feedback
Courier review & testimonials
Physical Evidence
Real time tracking (app & website)
Target Clients Chinese yuppies & students
Young to Middle Age Middle income or higher
Reside in GTA (focus Markham, Richmond Hill,
Toronto)
Marketing Mix - Product
Product
Hand-carrying service Between GTA and Beijing (China) Two-day delivery Small quantity and personal →
unlikely get taxed → low total cost Focus high valued items: fashion,
hi-tech
Place Price
Promotion
People
Process
Physical Evidence
Target ClientsProduct
Marketing Mix – Target Clients
Target Clients
Chinese yuppies & students Young to Middle Age (18-45 y.o.) Middle income or higher Reside in GTA (focus Markham, Richmond Hill, Toronto)
Place Price
Promotion
People
Process
Physical Evidence
Product
Target Clients
Marketing Mix - Place
Place
Offline: - Chinese supermarkets: T&T - Chinese-centric malls: Pacific Mall, Yorkdale Mall Online: - Social media: Weibo, Facebook, Wechat, QQ - Forums: BBS (Dealmoon, Yorkbbs, 51.ca)
Price
Promotion
People
Process
Physical Evidence
Target ClientsProduct
Place
Marketing Mix - Price
Price
Price challenger (max 50% vs competitors) Low operating cost: - GTA gathering spots: small booth-in-shop - Courier fee: competitive - Beijing delivery by registered ChinaPost service (CAD2/item)
Place Price
Promotion
People
Process
Physical Evidence
Target ClientsProduct
Marketing Mix - Promotion
Promotion
Online & social: Weibo, BBS, FB, Wechat Content: create story (viral) Peer reference Discounted trial Off line: discount coupons at Chinese-centric malls
Content Marketing: - Build quick awareness by creating viral video posted on social media
Off line Platform: Chinese supermarkets: T&T - Chinese-centric malls: Pacific Mall, Yorkdale Mall
Trial inducing: - Discount coupons/inserts - Discounted first trial
Trial Inducing: - Personal reference code: after each transaction, sender gets one discount codewhich give discount to both referee (5%) and referer (5%) on next use
Awareness Building:- Clients share testimonials, #harshtag, related picture → earn code for instant discount on next use
Online Platform: - Social media: Weibo, Facebook, Wechat, QQ - Forums: BBS (Dealmoon, Yorkbbs, 51.ca)
Place Price
People
Process
Physical Evidence
Target ClientsProduct
Promotion
Marketing Mix - People
People Employees & Management
Customer service Couriers
People Involvement- Customers could be Suppliers, people can provide service, they have demand as well.- People spend money in our platform, they can earn money as well- Social Value: People tend to meet new people through sharing economy
Employees- Creative working environment, empolyees get inspiration everyday
Place Price
Promotion
Process
Physical Evidence
Target ClientsProduct
People
Marketing Mix - Process
Process Real time tracking Review & feedback
Courier review & testimonials
- Online 24/7 Customer service- Pick up Service- Airport
Place Price
Promotion
PeoplePhysical Evidence
Target ClientsProduct
Process
Marketing Mix – Physical Evidence
Physical Evidence Real time tracking
(app & website)
Eco-friendly
Real time tracking(Location Based system)
Price Transparent
Place Price
Promotion
People
Process
Target ClientsProduct
Physical Evidence
Brand Identity
The World is Small
48h Express
Rocket + SwooshOrange color
EarthBlue
Our Promise:
Deliver in a quick and reliable way as if the world is small
Flat Design language
Dynamism
Global Reliability
Young
Hundreds years before, people spent a few months to deliver goods from North America to Asia
Currently, people still need 3-10 days to send goods globally
Thousands years ago, people spent a year to deliver goods between East and West via the Silk Road
48h Express provide 48-hour international express service from GTA to Beijing. Just like you do it personally
The World is Small
Marketing Viral Video
Online Platform: - Social media: Weibo, Facebook, Wechat, QQ , Youtube - Forums: BBS (Dealmoon, Yorkbbs, 51.ca)
48h Express
The World is Small
The World is Small
48h Express
Pictures are for illustration only
Have you tried our 48-hour international express service from GTA to Beijing?
Just like you do it personally.
Get 30% discount on first transaction or register now.
Visit www.48hexpress.ca for more info.
Print Materials – Big Idea
The World is Small
48h Express
The World is Small
48h Express
Pictures are for illustration only
Feel like your merchandize is floating forever ?
We have solution. Turn the page
Feel like you are spending a fortune to send your gift back home?
We have solution. Turn the page
Feel like your merchandize takes years to reach your partner?
We have solution. Turn the page
Have you tried our 48-hour international express service from GTA to Beijing?
Just like you do it personally
Print Materials - Teasers
Page 3
48h Expre
ss
Page5 Page 7 Page 9
Online Platform: - Social media: Weibo, Facebook, Wechat, QQ , Youtube - Forums: BBS (Dealmoon, Yorkbbs, 51.ca) - Print ad
Have you tried our 48-hour international express service from GTA to Beijing?
Just like you do it personally
4
8h
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xp
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ss
The World is Small
48h Express
Pictures are for illustration only
Next Steps - Operation Setup
Toronto
Mississauga
North York
Markham
Richmond Hill
Mew Market
Scarborough
Vaugh
Beijing Receiving
Center (airport)
Beijing, China GTA, Canada
GTA Dispatch Center (airport)
Collectors•Receive parcels•Check content•Packing•Classify & label
• Small booth in shops, malls, supermarkets
Dispatch Center•Receive parcels•Random & batch check•Storage•Assign associate courier (AC)•Secure AC’s credit card (item’s value + tax) + ID
• Small office + small storage
• Supply Chain Management system (scanner…)
Headquarter
Receiving Center•Receive parcels from AC•Check parcel’s integrity•Verify tax invoice (if any)•Storage•Release AC’s credit card minus AC’s fee•Pass parcel to ChinaPost local express service•Update tracking system at each step
• Small office + small storage• Supply Chain Management
system (scanner…)
HQ Office•Strategy•Content Creator•Content Seeder•Database Management•Customer Service•R&D
• Medium office• ICT infrastructure
The World is Small
48h Express
Next Steps - Operation Plan
Nov 15
Dec 15
Jan 16
Feb 16
Mar 16
Apr 16
May 16
Jun 16
Jul 16
Aug 16
Sep 16
Oct 16
Nov 16
Dec 16
Setup
Finalize Plan
Call for investment
Explore crowdfunding
Offices: location scout
Offices: design & setup
ICT system – build & pilot
Team recruit
Starting
Content building
Content seeding
Test run & feedback
Roll out first 3 collecting venues
Marketing Drive
Drive Awareness: off line
Drive Awareness: on line
Drive Awareness via viral video
Drive Trial with First Discount
Drive Trial with Referrals
The World is Small
48h Express
Thank You
Any Questions?
About the Team
Duc Tran (ca.linkedin.com/in/mduc00)
Solid Performing Sales & Trade Marketing Manager with 10+ years of Well-Rounded Experience
William Wei (ca.linkedin.com/in/zhenweitoronto)
Talented, Energetic Fashion Retailing Specialist Rich Skills in Driving Sales & Identifies Trends
Danyu Gao (ca.linkedin.com/in/danyugao)
8 years working experience in sales &marketing
The World is Small
48h Express