Presentation showing PESTEL Analysis, STP, Marketing Mix, SWOT, Consumer Behavior and Value proposition of Snapchat .

1. SNAPCHATM A R K E T I N G M A N A G E M E N T P R E S E N TAT I O N
GROUP 9
ADARSH KUMAR AGARWAL
AYUSHMAN SINGH RATNU
ARNAV MAHAJAN
ANWESH RAAJAN
RAHUL PRUTHI
MOHIT JAIN
LIFE'S MORE FUN WHEN YOU LIVE IN THE MOMENT

2. INTRODUCTION
Snapchat is an advertising
Company which Markets itself
as a camera company
It emphasizes on Augmented
reality and Virtual Stickers
Snapchat was developed by
Evan Spiegel, Booby Murphy
and Reggie Brown.
Its main motive was to
capture every moment of life
in fun and beautiful ways
using mobile phones.
It enhances employee
engagement by creation of
employee resource group and
providing work life balance.
Along with the camera it
offers other Snapchat
specifications like filters,
bitmoji , live location ,etc.

3. PESTLE FRAMEWORK
POLITICAL
FACTORS
• Government
Policy
• Political Stability
• Corruption
ECONOMIC
FACTORS
• Economic
Growth
• Exchange rate
• Interest rate
SOCIAL FACTORS
• Population
growth
• Age distribution
• Career attitudes
TECHNOLOGICAL
FACTORS
• Technological
incentives
• Levels of
innovation
LEGAL FACTORS
• Discrimination
laws
• Antitrust Laww
• Employment
ENVIRONMENTAL
FACTORS
• Weather
• Climate
• Environmental
Policies
Tools to evaluate the impact of various macro environmental factors on the products, services
or the organisation as a whole .Factors affect the shape, strategies, competitive landscape and
overall profitability of the company.

4. PORTER’S FIVE FORCES
Threat of new
entrants
• WEAK
• Economies of scale
difficult to attain
• Strong product
Differentiation
• Capital Cost:
Advertising and R&D
• Government Policies:
Licensing and Legal
requirements
Threat of
substitutes
• HIGH
• Any social media app is a
substitute to it
• Only think needed is a
good product
differentiation
• Tiktok, Instagram
Bargaining
power of
customers
• HIGH
• Product differentiation is
high
• No cost involved in
switching
Bargaining
power of
suppliers
• HIGH
• Low switching cost
• Competitors offering
same product
Competitive
rivalry
• HIGH
• Number of competitors
less and large: Not move
from industry
• Growing industry: Not
capture of each other's
market share
• Product differentiation:
Easy to copy
• High investment: high
exit barrier

5. MARKETING MIX
Product
• The messages and images posted - short lived.
• Emphasis on frivolity of the short-lived messages - more user engagement and
• Snapchat was on person-to-person photo sharing however later on add-ons like ability
video sharing, video chat and saving chat were introduced
• Innovative features like Context cards, Publisher stories, Custom Geofilter, Snap Map
• ‘Live Story’ - the real-time images into the curated stories available to all.
Price
• Snapchat is a free to download
• Certain premium content which can be used.
• The unique freemium pricing: discounts, promotional
• Publish Story: SnapAds
• Discover wherein short content from publisher is displayed

6. Place
• Ubiquitous web-based application.
• Available in 20 languages
• When launched, it was compatible only with the i-phone however now it can be
accessed through windows as well as android.
Promotion
• Interactive and detailed - details about all the products, features, use, policies
be accessed
• Innovative and user appealing features in their products.
• Advertising campaigns - innovative, exciting and fun attracting lot of followers
• All the data related to the advertisements like verification, view ability, reach,
resonance and reaction.

7. SEGMENTATION
The segment that Snap.Inc or any Such Social Media
applications use is the young cell phone user
who are tech savvy and aware of the latest trends of
technology.
The technology and the working of Snap.Inc is to create a
fun interface wherein you click pictures using the “Snapchat
Camera” and share it with your friends wherein it will
disappear after a while and you have the option of saving
the picture on your phone like a normal photograph. The
whole application was created keeping the Gen Z and its
usage of technology.
Key traits of the segment selected by Snapchat:
✓ Tech Savvy
✓ Gadget users
✓ Young and experimental
• Age: 18-30
• Gen Z
• High school
children
• College goingDEMOGRAPHIC
• Snapchat has its
highest penetration
rate in Ireland
• Countries with good
internet penetration
• Urban AreasGEOGRAPHICAL
• Tech Savvy
PSHYCHOGRAPHIC
• Young and
experimental
• Gadget users
BEHAVIOURAL

8. 18-
23%
18 - 24
37%
25 - 34
26%
35 - 54
12%
54+
2%
However, there is a new story
emerging. Snapchat’s penetration
in the older demographics is
growing rapidly. Studies show
that more than half of new users
signing up to Snapchat are over
the age of 25.
GRPAH SHOWING THE MARKET OF SNAPCHAT

9. TARGET MARKETS
• Snapchat targets primarily 18- 30-year-
olds. By the time of its launch in India,
Snapchat has faced a tough time to attract
its target market due to the existence of
market leader Facebook. In 2020, Snapchat
gained its place in only 9% of the user
base.
Two major Stakeholders
Business extension Demographic factors
• Snapchat has projected itself as
a digital marketing behemoth,
enabling companies to
advertise themselves
conveniently.
• Thus, it targets all the
companies which can use social
media for their brand image
and advertisement.

10. BRAND POSITIONING, POP, POD
Snapchat is the latest social media phenomenon that taps into the interest
of Indian youth primarily. Snapchat positions itself in the minds of young
demographics (13-34yrs) by providing them with a platform to interact and
share their lives with each other.
Snapchat has tried to differentiate itself through
• building of filters or lenses that would interact with more than just the
face;
• create lenses that interact with storefronts.
• The company launched spectacles which can be paired to the Snapchat
account to create stories with wide angles and save them as memories
for future edits.The point-of-parity and Points-of-difference for Snapchat, across the globe
and in India have been more or less the same-
Snapchat has proved to be a pioneer in providing a different experience of
fleeting and creative visual messaging in contrast to the monotonous
experience of simple messaging or text apps as compared to its
competitors.

11. ANSOFF’S FRAMEWORK
According to the analysis of
Snap.Inc, the company just
started with the mobile
application in the United States,
then expanded to other
countries, making it “Market
Development”, then Snap.Inc
launched bitmoji to select
people as “alpha testing”,
making it “Product
Development” and then
launching the same for all
audiences.
MARKET PENETRATION
PRODUCT
DEVELOPMENT
MARKET
DEVELOPMENT
DIVERSIFICATION
New ProductsExisting Product
ExistingMarketsNewMarkets

12. SWOT
Strength
Software
• Unique message
self deletion feature
Strong Base
•166 m users that are
expected to double in
next 2 years
•36% per year growth rate
User Friendly
• Visual Aids
• Robust mobile
interphase
• Privacy
Weakness
Low stocks
value
• Spoil Brand image
Loss of money
• Diversification
• Advertisements
Declining
Active users
Opportunity
Increased
mobile Users
Increasing
demand for
privacy
Threat
Restrictions
• Some countries
have banned it,
this can affect its
growth
Continuous
Technological
updation
SWOT analysis is very important for
a company since the company might
improve after knowing the
opportunities and weaknesses.

13. COMPETITORS
Close
Competitors
• INSTAGRAM - Based on sharing photos and videos, the first social media site that copied
Snapchat’s short story feature.
• WHATSAPP - able to capture millions of people which has given them to communicate and share
your friends or with groups. It also copied Snapchat’s feature of short-term stories as status.
• YOUTUBE- the world’s largest video-sharing social networking site, Recently YouTube also
launched short term story feature for private channels.
• TIKTOK - There is plenty of stickers, filters and augmented reality features to add your videos. It is
the latest competitor of Snapchat as it is set to be the most downloaded app in 2019 in India.
Distant
Competitors
• FACEBOOK- Facebook is the largest social networking site in India and the most widely used site.
It is not a close competitor of snapchat but as it allows friends and family to connect so can be
considered as a competitor of Snapchat.
• LINKEDIN- platform which is basically used for professional purpose. . Since it has a feature of
connecting with people it can be considered as a competitor of Snapchat.
• TWITTER- . Since it has a feature of connecting with people it can be considered as a competitor
of Snapchat.

14. COMPETITIVE ADVANTAGE
FUNELEMENT
Display happy and
funny social
experiences
Short lived and
casual moments
INNOVATION
Fresh and
engaging platform
Snapchat Discover
New Filters
PRIVACY
Limited reach
Display text or
image for a short
time

15. CONSUMER BEHAVIOR
• Snapchat, developed by Snap Inc. is a messaging application.
• Snapchat functions on feed optimized for actual consumption of
material and peers attention
• The app is basically built to grab attention.
• Snapchat's rivals were focused on' product streams.'
• But if you open Snapchat, you'll see a list of people you're following. It's
not a feed for content, even if you're scrolling.
• How Snapchat attracts users is through snap, is basically a momentary
must-see content.
• Snapchat retains its consumers by providing different filters which keep
them engaged to the app.
• Snapchat has over 100 million active users. 5+ billion videos are viewed
each day. 65% of the Snapchat users contribute content on a daily
basis.

16. CUSTOMER GROWTH
• For Snapchat, according to company’s latest quarter reports, the
number of users has been increasing. For the last part of 2019, the
number of Snapchat users was 186 million while this no has gone up
to 203 million in 2020
• In April 2017, Snapchat’s gave a statement which said “This app is only
for rich people. I don’t want to expand into poor countries like India
and Spain.”
• The streaks feature of the Snapchat makes the customer loyal as it
targets emotional connections.

17. Source: Snapchat
Snapchat daily active users worldwide, Q1 2014 – Q2 2020, millions

18. CUSTOMER SATISFACTION
Customer satisfaction for Snapchat has been an up and down curve for Snapchat.
Customer satisfaction has been varied with the updates that the app has provided from
time to time.
• Snapchat’s Auto Advance plays has been
disposed. This update allowed the customer
to select which stories they wanted to see
without any automatic playbacks
• Customers were not satisfied by this
particular update
• According to a marketing company, this
update caused a 10% drop among their
clients.
FOR INSTANCES
35%
90%
97.50%
57.50%
90%
22.50%
30%
0% 20% 40% 60% 80% 100% 120%
Snapcaht
Instagram
Whatsapp
Facebook
Youtube
Twitter
LinkedIn
App Usage of Around 200 People
App Usage of
People(200)

19. VALUE PROPOSITION
Snapchat has time restricted chats and
disappearing pictures and videos
Single video can last up to 10 seconds
and can be indefinitely extended
accordingly
Updating and providing filters according
to location and festivals or events helped
attract more users. The feature of geo-
tagging has also helped a lot for users to
enjoy the app
Other apps like Instagram, twitter and
Facebook focus on feed first while
Snapchat focused on camera first. This
reduced number of steps to one tap
instead of several.
Snapchat

20. CHALLENGES FACED
For now, Snapchat
has young
audience, but what
is its scope for
future?
Its hard for
snapchat to prove
return on
investment
It has less exclusive
content

21. SUGGESTION
Focus on
building new
technology
Standard
app for
Smartphone
Cameras
New filters
and
experiences
for the
camera app

22. THANK YOU