Marketing Strategy for

1. Executive Relocation Service – Marketing Strategy
Marketing Fundamentals
Madrid, May 10th 2012
Section N3 – Group J:
Agustin Amoretti
Daniel Missri
Diego Perrone
Irina Sybachina
Omprakash Shah
Shigeo Ito

2. Agenda
 Context
 Customers
 Competition
 Company
 Customers’ Segmentation, Targeting & Positioning
 Marketing Program
 Implementation plan
Marketing Project – Group J / 09.05.2012 2

3. Deparz is a company founded with the objective of
becoming the “Ebay for people moving abroad”
Company outlook
 Founded by Sokho Trinh
and Paul Sipasseuth
 Online tool, specialized in
moving services, connecting
(current C2C model):
• Local skilled residents from
target countries
• People who is moving and
relocating abroad
 The portal will be active on
trial starting from May 9th
Deparz is now evaluating the opportunity to enter the B2B Market
Marketing Project – Group J / 09.05.2012 3

4. Regarding the B2B market, London seems quite attractive in
terms of number of expats sponsored by their company…
London Market
Expats by nation 2011 Expats by category
- ,000 - -%-
27,4 100
15
20,4 18
49%
16,7
14,8 34% 15,4
29%
26
12,7
29% 41%
9,2 9,2 9,4 32%
Spain 39% 39% 33%
66% 51%
71% 71% 41
68% 59%
France 61% 61% 67%
2003 2004 2005 2006 2007 2008 2009 2010 2011 Tot Others Highly Temporary Sponsored
skilled workers with a job
Expats migrants and youth
27k people / year migrate to London 41% of people relocating to London for
from France and Spain work are sponsored by their company
Source: National insurance registrations
Marketing Project – Group J / 09.05.2012 4

5. B2B relocation companies have to cope with customers
and end users (they are not the same)
Customers and end users
Customer: End user:
Companies Employees and
relocating their Customer End families
employees user
Outbound countries Inbound cities
• The end users is the scope of the analysis when understanding the needs…
• …while Customers have to be understood to define the appropriate channels
Source: Group work
Marketing Project – Group J / 09.05.2012 5

6. People moving abroad cope with complex and time
consuming challenges related to their relocation
Departure Destination
services services
Time and Apartment & Settlement
1 Moving services 4
complexity utilities (phone, TV, internet)
2 Visa and immigration 5 Job search (partner)
services
2 Language & Culture 6 School search, leisure
facilities
Marketing Project – Group J / 09.05.2012 6

7. Different companies offer to help the house movers,
however only a few of them actually offer a full service
Full-service General Social Do-it
Partial-
relocation Services networks yourself
service
companies sites and expats sites
1
Most important Moving
MOVING Social
player in B2B
Companies
Networks
2
VISA -
3
LANGUAGE & Language
CULTURE centers
4
Real estate Expat sites
HOUSE (dest.)
companies
5
JOBS (partner)
Head-
hunting
6
Directly w/
SCHOOL
institutions
FULL SERVICE $$$ DO IT YOURSELF $
Marketing Project – Group J / 09.05.2012 7

8. Full relocation companies have either a global footprint or
a local presence
Global Local London Local Shanghai
So, what is the main problems customers encounter?
Marketing Project – Group J / 09.05.2012 8

9. Regardless of the location, the offered service seems to be
quite comprehensive, although the process is not clear…
Well Positioned Not fully successful
• High quality personalized service • Many are not really full service providers
• Complete problem solver • Which services they offer?
• Global, offices all over the world • Own / 3rd party services?
• Not user friendly websites
Full services • Endless forms to fill on and on
• Departure Services & Home Sale
• Transportation (Moving and Storage)
Complex pricing
• Intercultural & Language Training • Pricing is not transparent
• Visa & Immigration Services • Quotes in 3-7 days!
• Destination services (flat, school, job, etc) • Not possible to compare! (prices and
• Consulting Services services)
• Office Moving / Corporate Relocation • Different cost for “personal paid move”
than “company paid move”
Marketing Project – Group J / 09.05.2012 9

10. …and most of the time the process to finalize the deal is
complex and too slow
Customer End User
Pascual Juices
Spain
Three-step process
1 Send forms • Forms: Time consuming for HR dept.
2 Wait 3-5 days • Wait: more time!
3 Informs the • Difficult to compare prices and services
employee Marketing Project – Group J / 09.05.2012 10

11. Being an intermediary between customers/end users and
relocation companies allows to achieve several benefits
Deparz’s intermediary role Main benefits
Customer  Speed - Time saving
• 1 Single form to specify needs
• Pre-automated system; will take
1-sec to have a price
 Compare Quality services
• Compare services and prices
• Compare quality & satisfaction
 Safe
• Trusted partners
• Secured payment
 Easy - user-friendly
• Easy steps, very clear
• Employee & family can select
services as well
Marketing Project – Group J / 09.05.2012 11

12. With Deparz as intermediary, the new process will comprise
6 main steps from the form filling to the payment
6-Step process to sign a deal
1 Fill a form 2 Get the list of service 3 Order, contract and
providers and prices credit card details
20 k€
18 k€
23 k€
4 Contacted by 5 Get the services 6 Agreement and
agency payment
Marketing Project – Group J / 09.05.2012 12

13. Deparz’s business model is aimed at improving current
inefficiencies and improve customers’ experience
• Relocation agencies
• Comparison tools • Customers
• Safe web-site • Safe web-site
$$
(Fee as % of the
transaction)
Payment $$
Customers Relocation
companies
Service
Marketing Project – Group J / 09.05.2012 13

14. The competitive advantage matrix identifies Deparz as the
best player in time to deliver
Deparz’s competitive advantage matrix
Quality of Speed of
the process
High
providers
Relative importance
Deparz’s points
of strenghts
Safe
Global
presence Easiness of access
(e.g. language)
Price
Low
Worse Better
Relative performance
(vs the previous model)
This competitive advantage has to be exploited in the company’s positioning
Marketing Project – Group J / 09.05.2012 14

15. The customer base segmentation includes 4 main
segments, of which 2 represent Deparz’s main target
Deparz’s segmentation and targeting
Purchasing
Offices location Volume power
Cities of Cities of
Both
destination departure
Global corporations
Global Global corporations Global corporations
with offices in HI GH
with offices in with offices in France
corporations London / Shanghai / Spain / UK
London / Shanghai
and France / Spain
Large companies
Large local Large companies Large companies
Company size
with offices in
with offices in with offices in France
London / Shanghai
companies London / Shanghai / Spain / UK
and France / Spain
Medium-sized
Medium-sized Medium-sized
businesses with
Medium-size businesses with businesses with
offices in London /
offices in London / offices in France /
business Shanghai Spain / UK
Shanghai and
France / Spain
Out of target LOW
Small businesses Small businesses
Small businesses
with offices in with offices in
with offices in France
Small business London / Shanghai
/ Spain / UK
London / Shanghai
and France / Spain and France / Spain
Marketing Project – Group J / 09.05.2012 15

16. Deparz’s marketing plan should address both sides of the
two-sided network, however the focus is on the client side
Providers Clients
Global
corporations
Employees to
be relocated
Large local
companies
Focus of the
Marketing plan
Marketing Project – Group J / 09.05.2012 16

17. Deparz’s positioning should exploit its four main points of
strengths
Deparz’s positioning
Easiness of access Speed of the process
Easy steps, very
clear Time saving
Multi-user No hassle
Multi-languages
Safe Compare Quality
Services
Services & prices
Trusted partners Quality &
Secured payment satisfaction
Marketing Project – Group J / 09.05.2012 17

18. To successfully target global corporations and large
companies, marketing efforts are recommended
Identify the decision
makers
• HR department
• Relocation manager
• Procurement manager
Measure results
Target decision makers
• Marketing metrics
• % of respondents
directly
• Increase in traffic • Direct mailing
• Specialized Magazines
• Emailing
• Telemarketing
• Online campaign (Google Ads)
Marketing Project – Group J / 09.05.2012 18

19. Google Ad – just an example…
Marketing Project – Group J / 09.05.2012 19

20. Marketing Program recap
Product Price
• Online platform to compare prices of • Prices provided by the relocation agencies
relocation agencies • Prices equal what agencies offer offline
• Compares prices and services • Single standardized comparison pricing tool
• Safe and transparent • Detailed price per service
• Practical: easy to use • Discounts for many employees
• % Fee from relocation agencies
Placement Promotion
• Internet 100% • Direct Mailings
• 1 single provider • Emailing
• Google ads
• Specialized Magazines
• HR conferences
Marketing Project – Group J / 09.05.2012 20

21. Implementation Plan
London Shanghai
(1st year) (2nd year)
Platform
Launch
Develop platform Test
B2B!
Partners Find partners Co-define
Repeat
relocation agencies standard services
+3 partners
found
Customers test & Mktg & Sales
Find 1st Business clients Repeat
feedback campaign
+3 clients Positive
found product
feedback
Marketing Project – Group J / 09.05.2012 21

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24. London only
27.000 expat employees / year 1.350
clients/y
X 5% Market Share (target)
>10.000 EUR average bill
- 4.200 moving
- 2.000 find new flat (1m comm.) 675 k EUR/y
- 2.000 rent your flat (1m comm.)
- 1.000 find school 500
- 500 find language center EUR/client
- 400 visas
X 5% commission fee
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