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Donation Round Ups
Danielle Barsanti, John Beuhler, Tara Gartner, and Keaton Averman
Intro
 Small technology firm in California
 Started in 1998
“…committed to harnessing the power of our people, technolog...
PayPal Holdings (SBU)
 Leading online payment service
 Involved in holding funds
 Responsible for customer security
 M...
Current Marketing Situation
 Middle to upper class
 18-55, educated
 Comfortable with technology
SWOT & Opportunity Analysis
Strengths Weaknesses Opportunities Threats Trends
• Accessible
• No Account
Required
• Support...
Application
Our Proposal...
 Round Up Service
 Consumer Convenience Focus
 No amount is too small
"Increase the volume and scale of
charitable giving around the world."
- PayPal
User Round
Ups
Effective
Change
Advertising
Increased
Users
Transactions
Target Market: Bull's-Eye
Target Market: 2nd Ring
Target Market: 3rd Ring
Marketing Research
 Customer Survey
 Donation Participation
 Attitudes towards PayPal
 Preferred Charities
 Demograph...
Marketing Mix: Product/Service
 Service
 Via current platform
 Small charitable donations
 Features
 Round Up Amount
...
Marketing Mix: Place
 Current Online Platform
 Point of Sale opt-in
Marketing Mix: Price
 Value Based Pricing
 the customer has a perceived value for the service
 Customers choose value
...
Marketing Mix: Promotion
 Direct Marketing
 Consumers
 Business to Business
 Public Relations
 Advertising
 TV
 Onl...
Budget
 Mobile Application Development
 $100,000
 Website Development
 $55,000
 Advertising Campaign
 $350,000
 Tot...
Implementation Controls
 Feedback
 Number of users donating
 Total charitable donations via Round Ups
 Real-world impa...
Performance Objectives
 Within the first year...
 3% of total PayPal users donating via roundups
 0.05% of transactions...
Company
Profits
User
Satisfaction
Social
Welfare
Donation
Round Ups
Questions?
PayPal Marketing Plan Presentation
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PayPal Marketing Plan Presentation

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Marketing plan developed as the final project for BUS 200 Principles of Marketing. The class was tasked with creating a new product for one of the 2016 Top 100 Brands. We decided to create a donation round-up system for PayPal in order to leverage their large user base and social welfare focus.

As team leader, I was responsible for planning meetings, coordinating deliverables, editing the final product, and creating the PowerPoint presentation.

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PayPal Marketing Plan Presentation

  1. 1. Donation Round Ups Danielle Barsanti, John Beuhler, Tara Gartner, and Keaton Averman
  2. 2. Intro  Small technology firm in California  Started in 1998 “…committed to harnessing the power of our people, technology and scale to build a worldwide network for good that inspires and enables everyone... to take action...”  Charitable acts  PayPal Giving Fund  Holiday Giving  Social Innovation  202 countries and regions; 25 different currencies  192 million accounts world wide  Services small businesses, online merchants, and individuals
  3. 3. PayPal Holdings (SBU)  Leading online payment service  Involved in holding funds  Responsible for customer security  Main goal: insure safety and privacy
  4. 4. Current Marketing Situation  Middle to upper class  18-55, educated  Comfortable with technology
  5. 5. SWOT & Opportunity Analysis Strengths Weaknesses Opportunities Threats Trends • Accessible • No Account Required • Support from a Large Amount of Websites • Quick Payments • Over Twenty International Currencies Compatible • Focus on Security • Online Scams and Fraud • Frozen Accounts • Withheld Funds • People Wary of Online Payments • Online Shopping is on the Rise • Variety of Payment Methods • Working with Outside Software Companies • Room for Further Donation Services • Hackers and Scammers • Costly Anti- Virus Software • Customer Settlements • Increased Competition • Online Shopping • Environmental Awareness • Charity Participation
  6. 6. Application
  7. 7. Our Proposal...  Round Up Service  Consumer Convenience Focus  No amount is too small
  8. 8. "Increase the volume and scale of charitable giving around the world." - PayPal
  9. 9. User Round Ups Effective Change Advertising Increased Users Transactions
  10. 10. Target Market: Bull's-Eye
  11. 11. Target Market: 2nd Ring
  12. 12. Target Market: 3rd Ring
  13. 13. Marketing Research  Customer Survey  Donation Participation  Attitudes towards PayPal  Preferred Charities  Demographic Information  Research Competitors who Currently Use a Round-Up Service  Customer Interviews  Focus Group Testing  Opinions on Other Services  Suggestions for Improvement
  14. 14. Marketing Mix: Product/Service  Service  Via current platform  Small charitable donations  Features  Round Up Amount  Charity Choice  PayPal Giving Fund
  15. 15. Marketing Mix: Place  Current Online Platform  Point of Sale opt-in
  16. 16. Marketing Mix: Price  Value Based Pricing  the customer has a perceived value for the service  Customers choose value  Round up to perceived value of donating  Targeted at user preference  Goal: Perfect Price Discrimination
  17. 17. Marketing Mix: Promotion  Direct Marketing  Consumers  Business to Business  Public Relations  Advertising  TV  Online
  18. 18. Budget  Mobile Application Development  $100,000  Website Development  $55,000  Advertising Campaign  $350,000  Total: $505,000
  19. 19. Implementation Controls  Feedback  Number of users donating  Total charitable donations via Round Ups  Real-world impact of donations  Evaluation Process  Initial rollout to target market users  Full release post test period  1 Year Review
  20. 20. Performance Objectives  Within the first year...  3% of total PayPal users donating via roundups  0.05% of transactions accompanied by donations  10% of PayPal Giving Fund donated via roundups
  21. 21. Company Profits User Satisfaction Social Welfare Donation Round Ups
  22. 22. Questions?

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