Charip marketing strategy

1. Charip Marketing Strategy
Kingston/RANEPA MBA
Moscow 2015

2. STP Model (at start)
Segmentation Targeting Positioning
Focus on
individuals
Women
35+
Social Grade ABC
Size of donation –
10-25 GBP
Region – South
East England
The largest British
integrated online-
platform for
charity needs

3. Added Value

4. Principles
• Online sales
• Personalized profile
• Social activities visibility
• Gamification
• Subscription model (10 GBP per month)
• Integration with social networks and
crowdfounding platforms using APIs
• Own payment system with proper security
standards (acquiring start-up)

5. Marketing tools
• Celebrities and Vladimir Putin Engagement
• Cooperation in special projects – British
Airways, Harrods, BP, Tesco
• Social Media Marketing – viral videos
• Search Engine Optimization
• Social Media Optimization

6. Features & Benefits
• All charity activities in one place
• Easy to pay
• Social Recognition using Personalized Badges
• Anonymity as an Option
• Retail discounts from Partners
• Tax reduction donations-based calculator

7. Marketing consultants
• Nikita Avdeev
• Alexander Kuzitchev
• Artem Polulyakh
• Julianna Kamenova
• Ekaterina Legonkova
• Alexey Novikov