Agenda:•  What is Vendr?•  Target Market•  Research•  Promotional plan and strategies•  Evaluations and Questions
What is Vendr?•  Online marketplace for university students•  Individual exclusive sites for each university•  Students bu...
Vendrs Message•  Provide college students with a simple andsecure online marketplace to exchange goodsand services.•  Inte...
Vendr in the US
United States
United States
UK ExpansionKey Research Insights:•  Online Marketplace Usageon the rise•  Economic Recession hasproduced deal-seekingcons...
Target Audience•  Undergraduate university students living incampus housing or off campus housing•  5 Universities•  Cambr...
UndergraduateStudentsCambridge 12,077OnCampusOffCampusOxford 11,723OnCampusOffCampusImperial 8,350OnCampusOffCampusLeeds 2...
Demographic:•  18-24 year old students•  both males and femalesSegment 1: Carefree hedonists•  Parents give them money•  E...
Target Market Insights:Generation Y Media HabitsInternet•  Heavy users of Online Shopping•  Social Networking Sites•  Watc...
Target Market Insights:Cost-conscious TrendStudents are more thrifty with their moneyDriversThe RecessionTuition Fee Incre...
Promotional ObjectiveTo have 15% of each universitys undergraduatepopulation to activate a Vendr account withintwelve months
Promotional MessageVendrproviding a convenient way for students to buy and sell onlineUnderlying all communication promoti...
GANTTMonths JAu Aug Jan Ja201nJulGainBrand AwarenessTeam SelectionWinter BreakMove-In MonthSpring RevampPromotional Activi...
Team SelectionAugust•  Recruit 5 Vendr representatives at eachuniversityo  they pick their "Vendr Team"•  Importance of in...
Promote Brand AwarenessSeptember & October•  Move-In Assistants•  Print Ads•  Guerilla Advertising•  Flash Mob
Get People RegisteredNovember & December•  Vendr Pub Nightso  The V Card Campaign§  discount drinks with proof of their V...
Book Sale PromotionWinter Holiday•  Holiday print ad campaign:o  sell books, make money•  Internal Marketing
Ongoing PromotionConsistent Throughout the Year•  Facebook•  Twitter•  Ad space on student newspapers websites
Revamp RegistrationJanuary-March•  New Year and new campaign•  Chalking and stickering•  Press release•  Feature in studen...
Final PushApril-June•  Live commercials•  Red frisbee give away•  Move out week promotion
Campaign EvaluationJuly•  Check website traffic•  Determine success rate ateach university•  Reward Vendr Marketingteams
Moving ForwardExpand to more universities in the UK!o  115 in UK•  Blue Ocean Possibilitieso  Club/event tickets
Sources•  "Accommodation and Financing the Student Lifestyle". Student Lifestyle 2010. 21 June 2012.<http://academic.minte...
Marketing Project: Vendr
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Marketing Project: Vendr

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Marketing Project: Vendr

  1. 1. Agenda:•  What is Vendr?•  Target Market•  Research•  Promotional plan and strategies•  Evaluations and Questions
  2. 2. What is Vendr?•  Online marketplace for university students•  Individual exclusive sites for each university•  Students buy and sell items from their peers
  3. 3. Vendrs Message•  Provide college students with a simple andsecure online marketplace to exchange goodsand services.•  Interact with your peers and make what youwant out of your Vendr experience.•  The service is free and is available to anystudent with a “.edu” email address.
  4. 4. Vendr in the US
  5. 5. United States
  6. 6. United States
  7. 7. UK ExpansionKey Research Insights:•  Online Marketplace Usageon the rise•  Economic Recession hasproduced deal-seekingconsumers•  Technologically-based Society
  8. 8. Target Audience•  Undergraduate university students living incampus housing or off campus housing•  5 Universities•  Cambridge•  Imperial•  Oxford•  Manchester•  Leeds•  Total number of students: 84,744
  9. 9. UndergraduateStudentsCambridge 12,077OnCampusOffCampusOxford 11,723OnCampusOffCampusImperial 8,350OnCampusOffCampusLeeds 24,080OnCampusOffCampusManchester 28,514OnCampusOffCampus
  10. 10. Demographic:•  18-24 year old students•  both males and femalesSegment 1: Carefree hedonists•  Parents give them money•  Enthusiastic about leisure activities•  Enjoy shoppingSegment 2: Budget-Minded Student•  Little money to spend•  Strive to find the best deal availableTarget Market Segments
  11. 11. Target Market Insights:Generation Y Media HabitsInternet•  Heavy users of Online Shopping•  Social Networking Sites•  Watch Online Video Content
  12. 12. Target Market Insights:Cost-conscious TrendStudents are more thrifty with their moneyDriversThe RecessionTuition Fee IncreaseThe average level of student debt is over 5,000pounds per year43% of students say that tuition fees are amajor concern(Mintel Report)
  13. 13. Promotional ObjectiveTo have 15% of each universitys undergraduatepopulation to activate a Vendr account withintwelve months
  14. 14. Promotional MessageVendrproviding a convenient way for students to buy and sell onlineUnderlying all communication promotions is the Vendr "V"•  unique logo is simple, yet highly recognizable
  15. 15. GANTTMonths JAu Aug Jan Ja201nJulGainBrand AwarenessTeam SelectionWinter BreakMove-In MonthSpring RevampPromotional Activities/RecruitingMove-Out Month
  16. 16. Team SelectionAugust•  Recruit 5 Vendr representatives at eachuniversityo  they pick their "Vendr Team"•  Importance of internal marketing•  Create brand interest and awareness•  Our most important investment
  17. 17. Promote Brand AwarenessSeptember & October•  Move-In Assistants•  Print Ads•  Guerilla Advertising•  Flash Mob
  18. 18. Get People RegisteredNovember & December•  Vendr Pub Nightso  The V Card Campaign§  discount drinks with proof of their Vendr account•  Direct Marketing•  Sales Promotion
  19. 19. Book Sale PromotionWinter Holiday•  Holiday print ad campaign:o  sell books, make money•  Internal Marketing
  20. 20. Ongoing PromotionConsistent Throughout the Year•  Facebook•  Twitter•  Ad space on student newspapers websites
  21. 21. Revamp RegistrationJanuary-March•  New Year and new campaign•  Chalking and stickering•  Press release•  Feature in student newspaper•  Launch mobile app
  22. 22. Final PushApril-June•  Live commercials•  Red frisbee give away•  Move out week promotion
  23. 23. Campaign EvaluationJuly•  Check website traffic•  Determine success rate ateach university•  Reward Vendr Marketingteams
  24. 24. Moving ForwardExpand to more universities in the UK!o  115 in UK•  Blue Ocean Possibilitieso  Club/event tickets
  25. 25. 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
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