PUJALISTA.COMcombining offline & online<br />
SWOT Analysis<br />Strengths<br />Weaknesses<br /><ul><li>Proven success in Northern European market (Fiksuhuuto was first...
Attractive model for consumers since prices are below wholesale and products are brand-new rather than used
Profitable business model
Management is not taking into  account local market needs and behavior
 Lack of trust and transparency
Lack of experience and knowledge in Spanish market</li></ul>Threats<br />Opportunities<br /><ul><li>CPA Model because it c...
 Spanish audience is skeptical of</li></ul>e-commerce<br /><ul><li> Some governments view this type of activity as a lotte...
Cent bid  sites have been gaining popularity in Europe in recent years
Opening in new markets
Generating more market share and users through the use of digital marketing tools</li></li></ul><li>Where are they now?<br...
 Develop blended marketing plan in next 2 months
 Collaboration with Ideas in a Jar
 2008 Turnover: 8 million Euros</li></li></ul><li>Goals for the Future<br /><ul><li>Provide “dream prize” for their client...
Provide reliable and quality service
Be Trendsetter
Differentiation to avoid competition</li></li></ul><li>Ideas in a Jar<br />
Revised Pujalista Briefing<br /><ul><li>Target: middle-low and middle class men with a lot of spare time. Should have mobi...
Blended Marketing Plan-emphasis on mobile and traditional offline methods
Products: Variety of products, auction packages, gift vouchers
Price: Odd-ended pricing $0.89 for internet bids and $1.29 for mobile bids
Place: Website, Mobile, Lottery, Bars (Tragaperras “Slot machines”)</li></li></ul><li>Digital Marketing Tools<br />       ...
ACTION PLAN<br />
Action 1: Boost Brand Awareness and word of mouth<br />
Affiliate Marketing<br />Link Pujalista.com with these sites and will pay per click commissions to the sites.  <br />
Viral Marketing<br />Develop a series of viral ads emphasizing the crisis in Spain using a variety of political, sports, a...
Bluecasting<br /><ul><li>Use Bluetooth technology to promote football teams (Malaga or Getafe) merchandise during the game...
Place Bluetooth technology in high traffic consumer areas such as Gran Via, major soccer matches, metro stations, buses
Offline advertisement will be utilized to encourage users to turn on their Bluetooth</li></li></ul><li>Mobile SEM<br />Puj...
Advergames<br /><ul><li>Use pages such as Marca.com, As.com, Elpais.com, Elmundo.es, Estrelladigital.es, technorati.com, P...
Rich Media Text<br /><ul><li>Use rich media ads within the Pujalista website, in websites of interest, and via mobile to o...
Communicate the transparency and trust factor by explaining how the clock is reset when each user bids on an item and to e...
Similar to Microsoft Office Assistant</li></li></ul><li>Television<br /><ul><li>Use late night programs to advertise Pujal...
Create television game show based on Pujalista to be aired during late night segment
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Pujalista

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Case study. Company redefining its digital marketing strategy to penetrate the Spanish market.

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Pujalista

  1. 1. PUJALISTA.COMcombining offline & online<br />
  2. 2. SWOT Analysis<br />Strengths<br />Weaknesses<br /><ul><li>Proven success in Northern European market (Fiksuhuuto was first and biggest cents auction site in the world)
  3. 3. Attractive model for consumers since prices are below wholesale and products are brand-new rather than used
  4. 4. Profitable business model
  5. 5. Management is not taking into account local market needs and behavior
  6. 6. Lack of trust and transparency
  7. 7. Lack of experience and knowledge in Spanish market</li></ul>Threats<br />Opportunities<br /><ul><li>CPA Model because it could increase costs significantly if they are successful
  8. 8. Spanish audience is skeptical of</li></ul>e-commerce<br /><ul><li> Some governments view this type of activity as a lottery which results in unfavorable tax situations and forces Pujalista out of these markets.
  9. 9. Cent bid sites have been gaining popularity in Europe in recent years
  10. 10. Opening in new markets
  11. 11. Generating more market share and users through the use of digital marketing tools</li></li></ul><li>Where are they now?<br /><ul><li>Entered Spanish market in April 2008
  12. 12. Develop blended marketing plan in next 2 months
  13. 13. Collaboration with Ideas in a Jar
  14. 14. 2008 Turnover: 8 million Euros</li></li></ul><li>Goals for the Future<br /><ul><li>Provide “dream prize” for their clients at a minimal cost
  15. 15. Provide reliable and quality service
  16. 16. Be Trendsetter
  17. 17. Differentiation to avoid competition</li></li></ul><li>Ideas in a Jar<br />
  18. 18. Revised Pujalista Briefing<br /><ul><li>Target: middle-low and middle class men with a lot of spare time. Should have mobile phones with internet access.
  19. 19. Blended Marketing Plan-emphasis on mobile and traditional offline methods
  20. 20. Products: Variety of products, auction packages, gift vouchers
  21. 21. Price: Odd-ended pricing $0.89 for internet bids and $1.29 for mobile bids
  22. 22. Place: Website, Mobile, Lottery, Bars (Tragaperras “Slot machines”)</li></li></ul><li>Digital Marketing Tools<br /> PRODUCT<br />PLACE<br />Affiliate Marketing<br />Viral <br />Marketing<br />SEM<br />Pujalista<br />Website<br />VRM<br />PRICE<br /> PROMOTION<br />Bluecasting<br />E-auctions<br />E-games<br />Blogs<br />Promotional mini-sites<br />Online-mobile coupons<br />Rich Media Ads<br />
  23. 23. ACTION PLAN<br />
  24. 24. Action 1: Boost Brand Awareness and word of mouth<br />
  25. 25. Affiliate Marketing<br />Link Pujalista.com with these sites and will pay per click commissions to the sites. <br />
  26. 26. Viral Marketing<br />Develop a series of viral ads emphasizing the crisis in Spain using a variety of political, sports, and celebrity figures. Encourage viewers to use Pujalista.com to save money by bidding on products. <br />Doctor! I just go to Pujalista.com<br />Ninja! How are you going to face the crisis?<br />
  27. 27. Bluecasting<br /><ul><li>Use Bluetooth technology to promote football teams (Malaga or Getafe) merchandise during the games and take advantage of excitement
  28. 28. Place Bluetooth technology in high traffic consumer areas such as Gran Via, major soccer matches, metro stations, buses
  29. 29. Offline advertisement will be utilized to encourage users to turn on their Bluetooth</li></li></ul><li>Mobile SEM<br />Pujalista.com<br />Pujalista<br />
  30. 30. Advergames<br /><ul><li>Use pages such as Marca.com, As.com, Elpais.com, Elmundo.es, Estrelladigital.es, technorati.com, Pokeronline, Youtube.com, and other digital newspapers </li></ul>5 Pujasgratis<br />
  31. 31. Rich Media Text<br /><ul><li>Use rich media ads within the Pujalista website, in websites of interest, and via mobile to our target
  32. 32. Communicate the transparency and trust factor by explaining how the clock is reset when each user bids on an item and to explain the validity of these bids.
  33. 33. Similar to Microsoft Office Assistant</li></li></ul><li>Television<br /><ul><li>Use late night programs to advertise Pujalista (Buenafuente, El Hormiguero, El Sacapuntas, CaigaquienCaiga)
  34. 34. Create television game show based on Pujalista to be aired during late night segment
  35. 35. Run Pujalista commercials when Home Shopping Network, Sports programs are aired
  36. 36. Use football sportscasters to promote Pujalista during the matches </li></li></ul><li>RADIO<br /><ul><li>Promotion during sports programs and late night programs as: El Larguero
  37. 37. Promotion through second “category” radio stations: latin music programs….
  38. 38. 40 Principales (to target wider audience)</li></li></ul><li>Press and Magazines<br /><ul><li>Sports press: As, Marca
  39. 39. Car magazines
  40. 40. News: El Mundo and El Pais
  41. 41. “Interview”</li></li></ul><li>Action 2: Build Trust and Transparency<br />
  42. 42. <ul><li>Payment through Paypal or other secure method, privacy policy, money back guarantee if product is not as described</li></li></ul><li>Blogs<br /><ul><li>Use BLOG INFLUENCERS to generate TRUST among users
  43. 43. Testimonials: “I just won an Executive Masters in Digital Marketing Program at Instituto de Empresa for only $2,000.” – Anita E. Dukation</li></li></ul><li>
  44. 44. Action 3: Maximize Digital Marketing Mix<br />
  45. 45. Promotional Mini-sites<br />Create mini-site to promote the use of mobile bidding and special promotions.<br />
  46. 46. Online and Mobile Coupons<br /><ul><li>Send coupons to mobile phones offering free “pujas” (bets) or buy 2 pujas (bets) get 1 free.
  47. 47. Online coupons through promotional mini sites.</li></ul>Buy 2 Pujas, Get One Free!<br />
  48. 48. Visitor Relationship Management<br />Interests of Pujalista Users<br />
  49. 49. Avatar profiling to create more transparency and credibility and emotional connection<br />AVATAR<br />
  50. 50. Instant messaging (peer to peer)<br />To entertain and build a sense of community<br />
  51. 51. Customized recommendations (personalization)<br />“You just won a Wii console”<br />“You might also be interested in the following items”:<br />
  52. 52. Player Rankings<br />Create different levels to categorize players<br /><ul><li>Junior Player: inexperienced, novice players who have not won many bids
  53. 53. Intermediate Player
  54. 54. Master player: someone who wins a lot and is active on the website.</li></li></ul><li>Other ideas<br /><ul><li>Coupons on the receipts in the local supermarkets
  55. 55. Place pujalista.com logo on sports, concert, and event tickets
  56. 56. Create advertisements to encourage users to turn on their Bluetooth at football matches, in metros, etc. </li></li></ul><li>Other ideas<br /><ul><li>Locutorios, Lottery, and Bars: Machines where you can bid or purchase bids
  57. 57. Football matches: flyers on seats
  58. 58. Flyers in mail boxes and apartment buildings</li></li></ul><li>Other ideas<br /><ul><li>Stop watch count down. Only 10 seconds left until your bid expires. Have you checked Pujalista.com lately? Turn on your mobile now!
  59. 59. “Pujas Doradas”(Golden Bets) in chips to target mass markets</li></ul>00:10<br />PujaDorada<br />
  60. 60. Start bidding NOW!!!!<br />

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