SecondMarket_School Project1

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  • 1. Mktg225 Phase 1 SecondMarket Holdings, Inc Erick Roker 10/14/2013
  • 2. Product/Service Overview SecondMarket Holdings, Inc •Investment Fund product line SecondMarket provides investment funds with products that reduce operational and financial overhead. These funds can control all aspects of their capital raising, Limited Partner communications and fund closing within one platform. (https://www.secondmarket.com/investment-funds?t=hlo).
  • 3. Competition SharesPost’s mission “It’s an intelligent, global network that connects companies, investors, and shareholders(https://welcome.sharespost.com/ benefits-of-sharespost).” Competitive Analysis The investment fund product line offered at SecondMarket Holdings, Inc is for investment funds, which are established groups of investors represented by fund managers. Sharespost’s products are aimed at the individual investors and not funds, so from initial analysis the competition maybe indirect for this brand.
  • 4. Investment Fund Product Objectives
  • 5. Price Objectives • Two price objectives – Broker fees could be discounted to entice prospects currently using other platforms to switch for savings. – The price strategy has good potential to provoke interest due the free cost for investment groups to onboard and migrate or co-use to decide to switch.
  • 6. Place Objectives • Two Place or placement objectives – Concentration in social media will be the key driver for advertisement investment. – Investment research websites would be good places to promote the pricing special.
  • 7. Promotion Objectives • Two promotion objectives – This strategy is focused on a brand message to high volume traders who would feel the pricing difference impact in their bottom line. – The campaign will be designed to communicate, “Same user experience and technology for 10% less than the others.”
  • 8. Conclusions SecondMarket Holdings, Inc. has a unique opportunity to invest effective marketing dollars. The investment fund product will offer a group onboarding to enable a company advantage for taking on this marketing initiative.
  • 9. References Armstrong, G., & Kotler, P. (2012). Marketing: An Introduction, Eleventh Edition. Pearson Custom Publishing. SecondMarket Holdings, Inc. (n.d.). Investment Funds. Retrieved from www.secondmarket.com: https://www.secondmarket.com/investment-funds?t=hlo SharesPost , Inc. (2013). about-us. Retrieved from welcome.sharespost.com: https://welcome.sharespost.com/about-us
  • 10. References Armstrong, G., & Kotler, P. (2012). Marketing: An Introduction, Eleventh Edition. Pearson Custom Publishing. SecondMarket Holdings, Inc. (n.d.). Investment Funds. Retrieved from www.secondmarket.com: https://www.secondmarket.com/investment-funds?t=hlo SharesPost , Inc. (2013). about-us. Retrieved from welcome.sharespost.com: https://welcome.sharespost.com/about-us