marketing project: vendr
TRANSCRIPT
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Agenda:
• What is Vendr?
• Target Market
• Research
• Promotional plan and strategies
• Evaluations and Questions
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What is Vendr?
• Online marketplace for university students
• Individual exclusive sites for each university • Students buy and sell items from their peers
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Vendr's Message
• Provide college students with a simple and secure online marketplace to exchange goods and services.
• Interact with your peers and make what you want out of your Vendr experience.
• The service is free and is available to any student with a “.edu” email address.
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Vendr in the US
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United States
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United States
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UK Expansion
Key Research Insights: • Online Marketplace Usage
on the rise • Economic Recession has
produced deal-seeking consumers
• Technologically-based Society
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Target Audience
• Undergraduate university students living in campus housing or off campus housing
• 5 Universities • Cambridge • Imperial • Oxford • Manchester • Leeds
• Total number of students: 84,744
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Undergraduate Students
Cambridge 12,077
On Campus
Off Campus
Oxford 11,723
On Campus
Off Campus
Imperial 8,350
On Campus
Off Campus
Leeds 24,080
On Campus
Off Campus
Manchester 28,514
On Campus
Off Campus
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Demographic: • 18-24 year old students • both males and females
Segment 1: Carefree hedonists
• Parents give them money • Enthusiastic about leisure activities • Enjoy shopping
Segment 2: Budget-Minded Student
• Little money to spend • Strive to find the best deal available
Target Market Segments
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Target Market Insights: Generation Y Media Habits
Internet • Heavy users of Online Shopping
• Social Networking Sites • Watch Online Video Content
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Target Market Insights: Cost-conscious Trend Students are more thrifty with their money
Drivers The Recession Tuition Fee Increase
The average level of student debt is over 5,000 pounds per year
43% of students say that tuition fees are a major concern
(Mintel Report)
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Promotional Objective
To have 15% of each university's undergraduate population to activate a Vendr account within
twelve months
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Promotional Message
Vendr providing a convenient way for students to buy and sell online
Underlying all communication promotions is the Vendr "V" • unique logo is simple, yet highly recognizable
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GANTT
Months JAu Aug Jan Ja201n
Jul
Gain Brand Awareness
Team Selection
Winter Break
Move-In Month
Spring Revamp
Promotional Activities/Recruiting
Move-Out Month
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Team Selection
August • Recruit 5 Vendr representatives at each
university o they pick their "Vendr Team"
• Importance of internal marketing • Create brand interest and awareness • Our most important investment
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Promote Brand Awareness
September & October
• Move-In Assistants • Print Ads
• Guerilla Advertising
• Flash Mob
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Get People Registered
November & December
• Vendr Pub Nights o The V Card Campaign
§ discount drinks with proof of their Vendr account
• Direct Marketing
• Sales Promotion
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Book Sale Promotion
Winter Holiday
• Holiday print ad campaign: o sell books, make money
• Internal Marketing
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Ongoing Promotion
Consistent Throughout the Year
• Ad space on student newspapers' websites
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Revamp Registration
January-March
• New Year and new campaign • Chalking and stickering • Press release • Feature in student newspaper • Launch mobile app
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Final Push
April-June
• Live commercials • Red frisbee give away • Move out week promotion
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Campaign Evaluation
July
• Check website traffic
• Determine success rate at each university
• Reward Vendr Marketing teams
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Moving Forward
Expand to more universities in the UK!
o 115 in UK
• Blue Ocean Possibilities o Club/event tickets
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Sources • "Accommodation and Financing the Student Lifestyle". Student Lifestyle 2010. 21 June 2012.
<http://academic.mintel.com.ezproxy.bu.edu>
• "Attitudes towards Fees and Recession". Student Lifestyle 2010. 21 June 2012.
<http://academic.mintel.com.exproxy.bu.edu
• Cambridge University. <http://www.cam.ac.uk/>
• "Future Plans and Prospects". Student Lifestyle 2010. 21 June 2012.
<http://academic.mintel.com.ezproxy.bu.edu
• "Good University Guide". The Times. 14 June 2012.
• Imperial College London. <http://www3.imperial.ac.uk/>
• "Issues in the Market". Student Lifestyle 2010. 21 June 2012.
<http://academic.mintel.com.ezproxy.bu.edu>
• Oxford University. <http://www.ox.ac.uk/>
• "PCs, Laptops and Media". Student Lifestyles 2010. 21 June 2012.
<http://academic.mintel.com.ezproxy.bu.edu>
• University of Leeds. <http://www.leeds.ac.uk/>
• University of Manchester. <http://www.manchester.ac.uk/>
• Vendr. <vendr.me>
• Von Abrams, Karin. "UK Internet Users and Usage: Top 2010 Trends". eMarketer. 21 June
2012.
• "Young Adults Revealed: The lives and motivations of 21st century youth". Microsoft Advertising and
Synovate. 21 June 2012.