This document outlines a marketing campaign for eBay aimed at millennials. It begins with an executive summary of eBay's business and mission. A situation analysis notes that millennials value quick, convenient shopping. Primary research including a survey and focus group found that respondents are loyal to Amazon and value free shipping, security, and variety. The target market is "Savvy Spenders" aged 18-34 who prioritize style, price, and convenience. Takeaways indicate a need to increase awareness of eBay's rebranding among this audience and change perceptions that it is only an auction site. A variety of advertising activations are proposed to position eBay as an online retailer meeting consumer needs through deals, free shipping, and a community of sellers
Ebay - Presentation for Strategic Management classTheodore Le
This is a presentation for my group work on eBay in Strategic Management class. If you want the full written report (about 50 pages), please contact me via le@khuya.net
The document discusses eBay, an online auction and shopping website established in 1995. It operates localized websites in 30+ countries and owns businesses like PayPal and Skype. The core message is that eBay connects people rather than selling things directly. Key facts noted are that the first item sold was a broken laser printer for $14.83 and eBay attracted over 900 million annual visitors in 2008.
Ebay was founded in 1995 and has grown to over 27,000 employees. It is a global e-commerce platform that allows 97 million users worldwide to buy and sell goods and services online or through fixed-price listings. Key services include general services, bidding/buying support, selling support, and customer support. The presentation outlines the registration and shopping/selling processes on Ebay and its payment platform PayPal.
The documents provide information about eBay's business model and strategy. eBay is the world's largest online marketplace that allows individuals and businesses to buy and sell goods and services to each other. Some key points include:
1) eBay's core strength is its massive global user base and marketplace platform that facilitates consumer to consumer transactions based on trust.
2) The company has pursued strategic growth through acquisitions of companies like PayPal and Skype to expand into new areas like online payments and communications.
3) eBay faces threats from competitors, needs to continually innovate and enhance its platform to engage users, and is impacted by broader economic and market conditions.
This presentation provides an overview of the online marketplace eBay. It discusses eBay's founding in 1995, current management and board of directors, mission to connect buyers and sellers, main competitors, products and services offered, and the basic process for registering and selling on the site. In conclusion, it notes that eBay has transformed micro auctions by connecting customers directly and that its revenue model benefits both sellers and users.
eBay is an online marketplace founded in 1995 that connects buyers and sellers worldwide. It generates over $9 billion in annual revenue and employs around 17,700 people globally. The company's CEO is John Donahoe, who has expanded eBay's core business and overseen strategic acquisitions. eBay allows the sale of almost any item through online auctions and fixed-price listings, competing against Amazon and Craigslist. It has grown significantly since being founded and remains one of the largest online marketplaces.
Ebay has established itself as the dominant online marketplace through its business model and strategic approach. The document outlines Ebay's strengths as the leading online trading forum with global reach and financial strength. It also notes weaknesses such as lack of product descriptions and technology issues. Ebay's strategy to sustain its leadership involves building partnerships, seeking customer feedback, and monitoring for opportunities to broaden its platform, enhance services, and expand internationally.
eBay is the dominant online auction and shopping platform. It has a global reach with over 100 million registered users worldwide. While it faces competition from Amazon, Yahoo Auctions, and others, eBay remains the leader in the online auction space due to its large customer base, brand recognition, and variety of goods available on its platform. However, eBay also faces challenges such as fraudulent activities, system breakdowns, and attracting more buyers relative to sellers. Overall, eBay has a strong market position but will need to address problems and adapt to changing market conditions to maintain its leadership role.
Ebay - Presentation for Strategic Management classTheodore Le
This is a presentation for my group work on eBay in Strategic Management class. If you want the full written report (about 50 pages), please contact me via le@khuya.net
The document discusses eBay, an online auction and shopping website established in 1995. It operates localized websites in 30+ countries and owns businesses like PayPal and Skype. The core message is that eBay connects people rather than selling things directly. Key facts noted are that the first item sold was a broken laser printer for $14.83 and eBay attracted over 900 million annual visitors in 2008.
Ebay was founded in 1995 and has grown to over 27,000 employees. It is a global e-commerce platform that allows 97 million users worldwide to buy and sell goods and services online or through fixed-price listings. Key services include general services, bidding/buying support, selling support, and customer support. The presentation outlines the registration and shopping/selling processes on Ebay and its payment platform PayPal.
The documents provide information about eBay's business model and strategy. eBay is the world's largest online marketplace that allows individuals and businesses to buy and sell goods and services to each other. Some key points include:
1) eBay's core strength is its massive global user base and marketplace platform that facilitates consumer to consumer transactions based on trust.
2) The company has pursued strategic growth through acquisitions of companies like PayPal and Skype to expand into new areas like online payments and communications.
3) eBay faces threats from competitors, needs to continually innovate and enhance its platform to engage users, and is impacted by broader economic and market conditions.
This presentation provides an overview of the online marketplace eBay. It discusses eBay's founding in 1995, current management and board of directors, mission to connect buyers and sellers, main competitors, products and services offered, and the basic process for registering and selling on the site. In conclusion, it notes that eBay has transformed micro auctions by connecting customers directly and that its revenue model benefits both sellers and users.
eBay is an online marketplace founded in 1995 that connects buyers and sellers worldwide. It generates over $9 billion in annual revenue and employs around 17,700 people globally. The company's CEO is John Donahoe, who has expanded eBay's core business and overseen strategic acquisitions. eBay allows the sale of almost any item through online auctions and fixed-price listings, competing against Amazon and Craigslist. It has grown significantly since being founded and remains one of the largest online marketplaces.
Ebay has established itself as the dominant online marketplace through its business model and strategic approach. The document outlines Ebay's strengths as the leading online trading forum with global reach and financial strength. It also notes weaknesses such as lack of product descriptions and technology issues. Ebay's strategy to sustain its leadership involves building partnerships, seeking customer feedback, and monitoring for opportunities to broaden its platform, enhance services, and expand internationally.
eBay is the dominant online auction and shopping platform. It has a global reach with over 100 million registered users worldwide. While it faces competition from Amazon, Yahoo Auctions, and others, eBay remains the leader in the online auction space due to its large customer base, brand recognition, and variety of goods available on its platform. However, eBay also faces challenges such as fraudulent activities, system breakdowns, and attracting more buyers relative to sellers. Overall, eBay has a strong market position but will need to address problems and adapt to changing market conditions to maintain its leadership role.
Alibaba.com is a B2B e-commerce platform that facilitates trade between buyers and sellers globally. It establishes online storefronts and listings to help businesses establish an online presence. The platform produces leads and allows for keyword searches across 30 industry categories and 5,000 product categories. Alibaba.com holds 50% of China's online e-commerce market and addresses challenges such as fragmentation, infrastructure issues, communication barriers, and the absence of credit markets through features like communities, directories, and credit rating systems.
This document provides an overview of eBay's business model and operations. It discusses:
- eBay was founded in 1995 and is an online marketplace that connects buyers and sellers.
- eBay generates revenue primarily from fees charged to sellers. It also owns PayPal which facilitates online payments.
- Common business models on eBay include reselling inventory purchased in bulk at low costs, dropshipping where suppliers ship directly to buyers, retail arbitrage by finding bargains, and liquidating surplus inventory.
- eBay aims to increase user acquisition, activation, and activity to drive overall marketplace growth and revenue. It focuses on expanding categories and formats like fixed-price listings to support different business models.
eBay was founded by Pierre Omidyar as a side hobby in 1995. It started as an online marketplace for the sale of collectibles but grew rapidly. The first item sold on eBay was a broken laser pointer for $14.83. eBay uses primary colors and overlapping letters in its logo. Unlike Amazon, eBay is an online auction site where individuals rather than eBay itself own and sell items. Features like instant sales, advanced search, and feedback systems help eBay stand out. The platform continues to grow with billions in annual sales and millions of users trading rare and unique items every day.
PowerPoint Presentation on Ebay ( IIC )Payee Kwadwo
The document provides an overview of an online auction platform that facilitates transactions between buyers and sellers of goods and services. It discusses the company's mission to provide a global online trading platform. Key details include the company being founded in 1995, having over 27,000 employees and $11.6 billion in annual revenue. The business model involves sellers listing items for sale and buyers bidding, with the highest bidder and seller arranging the purchase.
EBay is an online auction and shopping platform that facilitates transactions between buyers and sellers. It was founded in 1995 and had its IPO in 1998. EBay generates revenue mainly through fees charged to sellers for listing items and a commission on final sale prices. It has experienced significant growth through acquisitions and international expansion. EBay faces competition from Amazon, Yahoo, and other online retailers but benefits from network effects as more users attract more users to its platform.
This document provides a PESTEL and SWOT analysis of eBay. It outlines eBay's profile, services, and mission/vision. The PESTEL analysis examines political, economic, socio-cultural, technological, environmental, and legal factors impacting eBay. Key strengths include its large online auction forum and brand reputation, while weaknesses are lack of seller/product control and unawareness of some environments. Opportunities include using social media and acquisitions, while threats comprise security issues, competition, and high fees. The conclusion states eBay failed in East Asia due to lack of location awareness, payments, and understanding customer needs.
eBay is the dominant online auction and shopping platform. It has a global reach with over 100 million registered users worldwide. While it faces competition from Amazon, Yahoo Auctions, and others, eBay remains the leader in its field due to its large customer base, brand recognition, and variety of goods available through its platform. However, fraud and system issues pose ongoing challenges.
Case study the globalization of ebay v 1.1yanhufei
eBay is an American multinational internet corporation that manages eBay.com, an online auction and shopping website. It was founded in 1995 and became very successful. eBay expanded globally and now has operations in over 30 countries. However, this global expansion brought challenges such as translating the website into different languages, dealing with various regulations between countries, and addressing cultural differences.
1. Alibaba Group is a Chinese e-commerce company founded in 1999 that has grown to become one of the largest retailers in the world.
2. Alibaba operates various businesses including e-commerce marketplaces Taobao and Tmall, cloud computing services through Alibaba Cloud, and digital payments through Ant Financial.
3. In 2016, Alibaba achieved $15.7 billion in revenue with annual gross merchandise volume of $485 billion across its platforms that serve over 423 million active buyers worldwide.
The document discusses how interactive communications are transforming direct marketing and e-commerce. It begins by outlining different digital tools for communication and their adoption rates. It then discusses how communications have shifted from one-to-many broadcasts to more personalized one-to-one and one-to-some interactions between companies and consumers. The rest of the document focuses on eBay as a case study, outlining its business model, products/services, and strategic directions including a move towards mobile commerce.
Discussion about E-bay in Paul Trott Book of Innovation management. Group members consist of Tumenast Erdenbold, Thint Khine and Riri Kusumarani. Course offered by Professor Munkee Choi in ITTP,KAIST
The document provides an overview of eBay, including:
- Its mission to enable trade around the world through its online marketplace.
- Key details on its founding, users, business model, categories, and services.
- Information on its auction process, payment mechanisms, competitors, and marketing strategies.
- An analysis of its strengths, weaknesses, opportunities, and threats.
- Details on its focus on customer relationships, privacy, and ethical policies.
This document provides an overview of eBay including its history, services, leadership, finances, and stock performance. It discusses how eBay was founded in 1995 and now has a presence in 27 countries. The conclusion states that eBay is a good way to sell goods as it provides an easy and effective way for people to do business and act as a retailer.
Walmart has faced many ethical issues over the years regarding discrimination, environmental impact, and supplier practices. However, they have implemented several initiatives to address these issues such as establishing ethics standards, investing in renewable energy, reducing packaging waste, and ensuring supplier compliance. Walmart now focuses on spreading an ethical culture, donating to disaster relief, and promoting health to improve its stakeholder relationships and social impact.
eBay is an American multinational e-commerce corporation established in 1995 that operates online marketplaces where goods and services are bought and sold. It has over 300 million active buyers globally. eBay segments its markets geographically and demographically, with the majority of users being between 35-55 years old with an average income of $50k-$75k annually. eBay's business model involves sellers listing items for sale through auctions with buyers bidding, or through fixed-price listings. It generates revenue through insertion fees from sellers and a percentage of final sale prices. While eBay dominates the online auction market, it faces threats from increasing competition and potential issues with fraud and privacy that it works to address through security and dispute resolution programs
The document discusses the history and operations of Walmart, beginning with the origins of discount retailing in the US in the 1950s. It notes Walmart and Kmart's founding in the 1960s and their growth through innovations in the 1980s and 1990s with larger supercenter formats. The summary provides details on Walmart's operations as of 2003, including over 4,600 stores across the US, supply chain and distribution networks, merchandising and pricing strategies, and management practices emphasizing responsibility, control, commitment and strategic analysis that contributed to its success.
Amazon started in 1994 as an online bookstore. It was founded by Jeff Bezos and has since expanded into many other product categories and services. It has become a leader in the e-commerce industry through innovations like Prime shipping and its customer-centric approach. While it faces competition from companies like Walmart, Google, and Apple, its strengths in areas like shipping and customer focus have allowed it to continue growing successfully. Its strategies going forward include further building on conveniences for customers through services like Amazon Go and expanding its Prime membership benefits.
Ebay was founded in 1995 by Pierre Omidyar and was originally called AuctionWeb. It was renamed Ebay in 1997 and received $6.7 million in funding. Ebay connects consumers to buy and sell goods to each other on a global online marketplace. It generates revenue primarily through transaction fees charged to sellers. Ebay has over 100 million active users and competes with Amazon, Google, and Overstock.
eBay is the largest online marketplace that allows buyers and sellers to conduct auction-style and fixed-price sales. Founded in 1995, eBay has grown significantly and now has almost 1 billion users worldwide. However, eBay faces challenges from competitors breaking into online classified markets with free services. Potential solutions for eBay include making more acquisitions in the online classified space, expanding further globally, and incorporating PayPal into other sites to maintain its competitive advantage in the e-commerce industry.
Ebay-Connecting buyers and sellers globallySWAPNIL GOYAL
The document discusses an online auction and shopping platform called Flipkart. It notes that Flipkart uses a broker model, allowing users to auction and purchase a wide range of products, including broken items that can be valuable to other users. The value propositions for customers include convenient purchasing and payment options. For sellers, benefits include rankings and the ability to sell various products. Flipkart generates revenue through commissions. Challenges include competition and changing consumer trends, and future growth opportunities include mobile apps and social media integration.
Alibaba.com is a B2B e-commerce platform that facilitates trade between buyers and sellers globally. It establishes online storefronts and listings to help businesses establish an online presence. The platform produces leads and allows for keyword searches across 30 industry categories and 5,000 product categories. Alibaba.com holds 50% of China's online e-commerce market and addresses challenges such as fragmentation, infrastructure issues, communication barriers, and the absence of credit markets through features like communities, directories, and credit rating systems.
This document provides an overview of eBay's business model and operations. It discusses:
- eBay was founded in 1995 and is an online marketplace that connects buyers and sellers.
- eBay generates revenue primarily from fees charged to sellers. It also owns PayPal which facilitates online payments.
- Common business models on eBay include reselling inventory purchased in bulk at low costs, dropshipping where suppliers ship directly to buyers, retail arbitrage by finding bargains, and liquidating surplus inventory.
- eBay aims to increase user acquisition, activation, and activity to drive overall marketplace growth and revenue. It focuses on expanding categories and formats like fixed-price listings to support different business models.
eBay was founded by Pierre Omidyar as a side hobby in 1995. It started as an online marketplace for the sale of collectibles but grew rapidly. The first item sold on eBay was a broken laser pointer for $14.83. eBay uses primary colors and overlapping letters in its logo. Unlike Amazon, eBay is an online auction site where individuals rather than eBay itself own and sell items. Features like instant sales, advanced search, and feedback systems help eBay stand out. The platform continues to grow with billions in annual sales and millions of users trading rare and unique items every day.
PowerPoint Presentation on Ebay ( IIC )Payee Kwadwo
The document provides an overview of an online auction platform that facilitates transactions between buyers and sellers of goods and services. It discusses the company's mission to provide a global online trading platform. Key details include the company being founded in 1995, having over 27,000 employees and $11.6 billion in annual revenue. The business model involves sellers listing items for sale and buyers bidding, with the highest bidder and seller arranging the purchase.
EBay is an online auction and shopping platform that facilitates transactions between buyers and sellers. It was founded in 1995 and had its IPO in 1998. EBay generates revenue mainly through fees charged to sellers for listing items and a commission on final sale prices. It has experienced significant growth through acquisitions and international expansion. EBay faces competition from Amazon, Yahoo, and other online retailers but benefits from network effects as more users attract more users to its platform.
This document provides a PESTEL and SWOT analysis of eBay. It outlines eBay's profile, services, and mission/vision. The PESTEL analysis examines political, economic, socio-cultural, technological, environmental, and legal factors impacting eBay. Key strengths include its large online auction forum and brand reputation, while weaknesses are lack of seller/product control and unawareness of some environments. Opportunities include using social media and acquisitions, while threats comprise security issues, competition, and high fees. The conclusion states eBay failed in East Asia due to lack of location awareness, payments, and understanding customer needs.
eBay is the dominant online auction and shopping platform. It has a global reach with over 100 million registered users worldwide. While it faces competition from Amazon, Yahoo Auctions, and others, eBay remains the leader in its field due to its large customer base, brand recognition, and variety of goods available through its platform. However, fraud and system issues pose ongoing challenges.
Case study the globalization of ebay v 1.1yanhufei
eBay is an American multinational internet corporation that manages eBay.com, an online auction and shopping website. It was founded in 1995 and became very successful. eBay expanded globally and now has operations in over 30 countries. However, this global expansion brought challenges such as translating the website into different languages, dealing with various regulations between countries, and addressing cultural differences.
1. Alibaba Group is a Chinese e-commerce company founded in 1999 that has grown to become one of the largest retailers in the world.
2. Alibaba operates various businesses including e-commerce marketplaces Taobao and Tmall, cloud computing services through Alibaba Cloud, and digital payments through Ant Financial.
3. In 2016, Alibaba achieved $15.7 billion in revenue with annual gross merchandise volume of $485 billion across its platforms that serve over 423 million active buyers worldwide.
The document discusses how interactive communications are transforming direct marketing and e-commerce. It begins by outlining different digital tools for communication and their adoption rates. It then discusses how communications have shifted from one-to-many broadcasts to more personalized one-to-one and one-to-some interactions between companies and consumers. The rest of the document focuses on eBay as a case study, outlining its business model, products/services, and strategic directions including a move towards mobile commerce.
Discussion about E-bay in Paul Trott Book of Innovation management. Group members consist of Tumenast Erdenbold, Thint Khine and Riri Kusumarani. Course offered by Professor Munkee Choi in ITTP,KAIST
The document provides an overview of eBay, including:
- Its mission to enable trade around the world through its online marketplace.
- Key details on its founding, users, business model, categories, and services.
- Information on its auction process, payment mechanisms, competitors, and marketing strategies.
- An analysis of its strengths, weaknesses, opportunities, and threats.
- Details on its focus on customer relationships, privacy, and ethical policies.
This document provides an overview of eBay including its history, services, leadership, finances, and stock performance. It discusses how eBay was founded in 1995 and now has a presence in 27 countries. The conclusion states that eBay is a good way to sell goods as it provides an easy and effective way for people to do business and act as a retailer.
Walmart has faced many ethical issues over the years regarding discrimination, environmental impact, and supplier practices. However, they have implemented several initiatives to address these issues such as establishing ethics standards, investing in renewable energy, reducing packaging waste, and ensuring supplier compliance. Walmart now focuses on spreading an ethical culture, donating to disaster relief, and promoting health to improve its stakeholder relationships and social impact.
eBay is an American multinational e-commerce corporation established in 1995 that operates online marketplaces where goods and services are bought and sold. It has over 300 million active buyers globally. eBay segments its markets geographically and demographically, with the majority of users being between 35-55 years old with an average income of $50k-$75k annually. eBay's business model involves sellers listing items for sale through auctions with buyers bidding, or through fixed-price listings. It generates revenue through insertion fees from sellers and a percentage of final sale prices. While eBay dominates the online auction market, it faces threats from increasing competition and potential issues with fraud and privacy that it works to address through security and dispute resolution programs
The document discusses the history and operations of Walmart, beginning with the origins of discount retailing in the US in the 1950s. It notes Walmart and Kmart's founding in the 1960s and their growth through innovations in the 1980s and 1990s with larger supercenter formats. The summary provides details on Walmart's operations as of 2003, including over 4,600 stores across the US, supply chain and distribution networks, merchandising and pricing strategies, and management practices emphasizing responsibility, control, commitment and strategic analysis that contributed to its success.
Amazon started in 1994 as an online bookstore. It was founded by Jeff Bezos and has since expanded into many other product categories and services. It has become a leader in the e-commerce industry through innovations like Prime shipping and its customer-centric approach. While it faces competition from companies like Walmart, Google, and Apple, its strengths in areas like shipping and customer focus have allowed it to continue growing successfully. Its strategies going forward include further building on conveniences for customers through services like Amazon Go and expanding its Prime membership benefits.
Ebay was founded in 1995 by Pierre Omidyar and was originally called AuctionWeb. It was renamed Ebay in 1997 and received $6.7 million in funding. Ebay connects consumers to buy and sell goods to each other on a global online marketplace. It generates revenue primarily through transaction fees charged to sellers. Ebay has over 100 million active users and competes with Amazon, Google, and Overstock.
eBay is the largest online marketplace that allows buyers and sellers to conduct auction-style and fixed-price sales. Founded in 1995, eBay has grown significantly and now has almost 1 billion users worldwide. However, eBay faces challenges from competitors breaking into online classified markets with free services. Potential solutions for eBay include making more acquisitions in the online classified space, expanding further globally, and incorporating PayPal into other sites to maintain its competitive advantage in the e-commerce industry.
Ebay-Connecting buyers and sellers globallySWAPNIL GOYAL
The document discusses an online auction and shopping platform called Flipkart. It notes that Flipkart uses a broker model, allowing users to auction and purchase a wide range of products, including broken items that can be valuable to other users. The value propositions for customers include convenient purchasing and payment options. For sellers, benefits include rankings and the ability to sell various products. Flipkart generates revenue through commissions. Challenges include competition and changing consumer trends, and future growth opportunities include mobile apps and social media integration.
A cross-cultural analysis about the failure of eBay in Chinese marketNawatat Suwansinpan
This document provides an analysis of the failure of eBay in the Chinese market. It discusses key differences between Chinese and American consumer characteristics and shopping behaviors that eBay failed to understand. Specifically, Chinese consumers prefer lengthy conversations and negotiations when shopping, place high importance on establishing trust and relationships, and expect instant communication abilities between buyers and sellers. However, eBay's platform did not allow for these types of interactions. In contrast, Taobao understood Chinese consumer preferences and integrated features like Aliwangwang for instant messaging that helped build trust in transactions. Ultimately, eBay's inability to adapt its model to Chinese cultural norms and priorities led to its failure in China.
this slide is the Corporate Strategy of eBay inc, how they survive in saturated market situation.
if you want to use this power point slide, please directly email me to wahono.liong@gmail.com
and stay in touch with me at :
twitter : @liong3388
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thanks and have a good day :)
HBaseCon 2013: Near Real Time Indexing for eBay SearchCloudera, Inc.
Near Real Time Indexing for ebay Search
The document discusses eBay's near real time indexing pipeline to build indexes for search within minutes of data updates. It outlines the challenges of handling a large volume of updates at scale and describes optimizations made to HBase and the indexing process to reduce indexing time and improve stability. These include improved HBase configuration, major compaction scheduling, and standalone indexing to reduce overhead.
One of the world's top brands, with over 165 million active buyers and 1 billion live listings, eBay's vision is to be the world's favorite destination for discovering great value and unique selection.
At eBay, product content is user interface content. DeAnn Wright and Catharina Pawella show how they work with business partners, product managers, designers, researchers, and localization to equip sellers and buyers with tailored user interface content.
In this presentation, you'll see how the eBay content team ensures that user interface content is truly global and intuitive in 190 markets. Hint: You need to do more than translate your content to establish any type of emotional connection with your customers. DeAnn and Catharina show you how they transcreate and adapt content to work in different countries and cultures. They also share successes and pitfalls along the way, and how they measure success.
DeAnn and Catharina gave this presentation at CSA - Content Strategy Applied 2017.
Content Strategy Applied is a conference that goes beyond the theory so you can take away learnings you can use - immediately. It focuses on problems, solutions and real-life war stories that content professionals are dealing with now.
http://www.contentstrategyapplied.eu/
This document provides an analysis of eBay, including:
1. eBay was founded in 1995 and is headquartered in San Jose, California. It is a global online marketplace platform.
2. The document identifies eBay's competitors and discusses external opportunities and threats facing the company, such as growing mobile commerce and increasing competition.
3. An internal analysis finds eBay's strengths are its large user base and brand reputation, while weaknesses include high fees and lack of growth strategy.
Optimizing eBay - Improving customer experience at the world’s online marketp...Deepak Nadig
The document summarizes research conducted by eBay to improve the customer experience on its online marketplace. It describes various user research methods used such as usability testing, field visits, surveys, and analytics. Specifically, it discusses a redesign of the "View Item" page, including qualitative research like a "compelled" lab study to understand issues with the current page and participatory design to gather requirements for an improved experience. Iterative testing and surveys were used to test concepts and prioritize features. The goal was to increase bidding/buying efficiency and create a simpler, less cluttered experience for users.
The document discusses the history and growth of eBay and online auctions in China. It describes how eBay was founded in 1995 with the first item sold being a broken laser pointer. In 1998, Meg Whitman was hired as CEO to lead the company, which went public on NASDAQ the following year. The document also discusses eBay's acquisitions of companies like Eachnet in China and Skype, and competitors that emerged like Taobao in China. It provides context about China's evolving internet and e-commerce laws and regulations.
Sachin Bansal and Binny Bansal, both graduates of IIT Delhi, co-founded Flipkart in 2007. Originally starting as a price comparison platform, they realized there were not enough ecommerce sites to compare and decided to launch their own site. Flipkart began as an online bookstore with an initial investment of Rs. 4 lakh from the founders. While growth was challenging initially, Flipkart became India's largest online bookseller and expanded into additional product categories. The company raised $150 million in 2012 and saw growing revenue figures between 2008-2014.
The marketing plan outlines goals of acquiring new users and clients to grow business. Key objectives include growing existing clients, using the new offering as an opportunity, elevating the brand, and expanding geographically. Strategies include positioning as the partner of choice through updated materials, thought leadership, and introducing the new offering. Initiatives are outlined quarterly with responsibilities assigned and metrics tied to revenue goals for measurement. A sample budget range based on industry benchmarks is also provided.
This document provides information and guidance for students interested in organizing fundraising efforts and outreach to support More Than Me, an organization that provides education and support to girls in Liberia. It encourages students to become "change-makers" and outlines options for student leaders to start school chapters or for individual volunteers to run one-time fundraisers. Suggested fundraiser ideas include bottle/can drives, meal donation programs, restaurant nights, merchandise sales, and "Trick or Treat" events. The goal is to raise awareness and funds to help More Than Me empower girls through education.
Cultuzz helps hotels sell vouchers on eBay by managing the entire sales process. They connect hotels' booking systems to eBay to allow for real-time availability and direct bookings. This transforms eBay into a fully functional distribution channel. Cultuzz provides services like posting offers, handling payments, and marketing support to help hotels succeed on eBay. Hotels are assigned a distribution manager and can start selling immediately on eBay through Cultuzz's services.
Mobile commerce is growing rapidly as users shift to smartphones. Global smartphone shipments are projected to surpass desktop and laptop PC shipments by 2013. eBay sees mobile apps generating $1.5 billion in sales for 2010 alone. However, most mobile apps see little usage after the initial download. To truly succeed, mobile strategies must approach different users and their varying needs in developed and developing markets differently. Mobility is becoming the primary way people access the internet and interact with services around the world.
This document discusses the future of online classified advertising. It notes that classifieds have long been a form of commerce but are now facing challenges from sites like eBay and Craigslist. However, classifieds still represent a big opportunity if companies can reinvent the segment through innovations like social networking features, pay-for-performance models, specialized micro verticals, integrated platforms, customer-driven development, video ads, cross-platform partnerships, and collaborative team approaches.
Gumtree is a classified advertising platform with over 82 million active users generating $60 billion in quarterly gross merchandise value from 640 million quarterly listings. The document discusses Gumtree's opportunity in the classifieds market as an alternative to traditional online classifieds that focuses on simplicity, free listings, freedom of trading, value for both buyers and sellers, and building trust between users through verifying users and sharing information with friends.
Classifieds - Presentation by Alessandro Coppo, General Manager of eBay Classifieds Group at the NOAH 2015 Conference in London, Old Billingsgate on the 13th of November 2015.
eBay is an American multinational corporation that operates eBay.com, an online auction and shopping website. It became the dominant player in the online auction industry through its unique business model that connects buyers and sellers. eBay has had significant growth, with revenues increasing from $225 million in 1999 to $6 billion in 2006. However, eBay faces some challenges to its continued success, including weaknesses penetrating some foreign markets like Japan, and ensuring legal and safe transactions across its global operations. The document provides recommendations on how eBay can address issues like translation and expand opportunities through acquisitions, partnerships, and better serving its international community of users.
This document provides an overview of eBay's pricing strategies and business model. It discusses how eBay emerged as the first major online auction platform and how it determines initial prices and adapts prices based on demand, costs, competitors and other factors. The document also summarizes eBay's impact as a global marketplace with hundreds of millions of users, how it generates revenue through listing and transaction fees, and its acquisition of PayPal to facilitate global payments. Finally, it considers why eBay has succeeded as an auction site while others have failed, discusses whether its fee structure is optimal, and proposes strategies like expanding its app and marketplace offerings to drive future growth.
eBay was founded in 1995 and is headquartered in San Jose, California. It has nearly 30 million registered users and employs over 1,900 people. Pierre Omidyar founded eBay and currently serves as Chairman, while John Donahoe serves as President and CEO. eBay generates revenue primarily through insertion fees charged to sellers for listing items, as well as final value fees charged as a commission when items are sold. It has expanded through acquisitions of companies like PayPal and now offers various online marketplace and payment services.
Diapositivas presentadas por Lorna Diwa, Program Manager Customer Experience Google Express, en el eCommerce Day Asunción 2015 en la plenaria "TRENDS PITCH ECOMMERCE I: eSHOPPING EXPERIENCE: ¿CUÁLES SON LAS MEJORES
ESTRATEGIAS PARA APROVECHAR EL CANAL ONLINE EN LA VENTA DE PRODUCTOS A
CONSUMIDORES FINALES?".
This document discusses optimizing online sales funnels. It suggests knowing your business and users, identifying critical user journeys, leading buyers through the sales process, measuring key metrics to drive improvement, and testing what is not known. The key to success is having a single, clear user path from awareness to purchase with guided steps and calls to action. Metrics should be monitored to pinpoint issues and test potential solutions to increase conversion rates and revenue.
This document outlines the business model of A Brand New Bag, a retail franchise that sells authentic designer brands at affordable prices. It discusses their mission to help families look good and feel smart through savings. Franchisees are given a turnkey retail system including training, merchandise, and support. Customers benefit from name brands through reverse layaway which allows purchases to be taken home immediately with payments over 11 months with no interest. The goal is to become the largest retail chain through helping ordinary people create extraordinary incomes and successful businesses of their own.
E-tailers are finding success through physical storefronts by driving sales growth and attracting omnichannel shoppers who buy more. Smart retailers understand that consumers still value in-store experiences for discovery, trial and instant gratification. Several e-commerce brands like Blue Nile, Bonobos, and Warby Parker are cited as examples of those expanding successfully through brick-and-mortar stores, seeing higher order values and new customer acquisition through these locations.
BabySimplify aims to simplify the overwhelming baby registry process by showing new parents only the essential items they need and will use based on ratings and recommendations. The $30 billion infant/toddler market is large with about 9% of women in North America pregnant at any given time. Customer acquisition will focus on blogs, email marketing, social media and ads. Revenue will come from affiliate marketing and direct sales. Next steps are to refine the recommendation engine using ratings data and expand affiliate partnerships to acquire more customers and feedback to improve the product.
Alibaba is looking to expand its customer base beyond business customers. The document analyzes trends in e-commerce and proposes strategic recommendations for Alibaba. It suggests redesigning Aliexpress to emphasize recommendations, simplify navigation and highlight products for different times of day. It also proposes reaching customers through physical stores and personalized recommendations based on customer interests to improve the brand experience and relationships with customers.
Ebay has made significant changes to its interface to become more like social media sites and focus on personalized feeds of items users may like. It introduced collections that allow users to follow and favorite items, promoting brands for some. Ebay aims to build trust between buyers and sellers through feedback, detailed descriptions, and good customer service.
Ebay is an online auction and shopping website founded in 1995 that facilitates consumer-to-consumer and business-to-consumer sales. It was founded by Pierre Omidyar and became very successful during the dot-com bubble. Today it operates in 30 countries and generates billions in revenue through listing fees and commissions on completed sales. Ebay partners with PayPal to allow easy and secure online payments between users.
Ebay is an online auction and shopping website founded in 1995 that facilitates consumer-to-consumer and business-to-consumer sales. It was founded by Pierre Omidyar and became very successful during the dot-com bubble. Today it operates in 30 countries and generates billions in revenue through listing fees and commissions on completed sales. Ebay partners with PayPal to allow easy and secure online payments between users.
This document outlines strategies for using social media and content marketing to drive sales and brand awareness. It discusses the importance of participating in social media authentically, building relationships with advocates and detractors, measuring meaningful metrics, and having fun. Several case studies are provided that demonstrate how social media programs increased sales by 20-67% and drove impressions in the tens of millions for brands like Tyson, Glidden, and Duane Reade. The key is developing engaging content through influencers and communities to facilitate conversations that build the brand.
This document summarizes key findings from a study about Millennials and their shopping behaviors. It discusses that Millennials have surpassed Baby Boomers as the largest living generation in the US. The study found that Millennials are generally more satisfied consumers than Baby Boomers, particularly with utilities, healthcare, and telecom services. Millennials expect good customer service and value for their money. They are also more willing than older generations to share their personal information for targeted offers and services. The document emphasizes that understanding the nuances of the Millennial customer experience is important for businesses.
Good for nothing & price pie short brief final (1)g00dfornothing
PricePie is a social enterprise that aims to increase pricing transparency for consumers and businesses. It provides pie charts that break down how a business prices its goods and services, showing consumers where their money goes when making a purchase. PricePie's founder started the company to help address customers' increasing concerns about where their money is spent when buying products. The company works with businesses to obtain their financial data and create customized pie charts that visually display the pricing breakdown. PricePie's goal is to promote ethical pricing practices and help ethical businesses attract customers who care about these issues.
Eric Swayne, Director of Social Analytics & Insights at M/A/R/C Research, highlighted the business applications of social media at the National Association of Local Advertisers in June 2011.
How Consumers Buy Today - Harnessing the Buying Journey to Get More CustomersTodd Ebert
Consumers now research purchases extensively online before buying. They discover businesses through search engines, reviews, and social media. They consider multiple sources like websites and social pages to learn about options. Marketing must reach consumers throughout this "buying journey." To do so, businesses need content on search engines, reviews sites, their own website and blog, and social media to influence consumers at each stage. Coordinating tactics maximizes their impact on the journey.
E-tailers are opening physical stores to take advantage of the omnichannel shopping experience that consumers prefer. Close to 90% of purchases still occur in stores, which provide benefits like instant gratification, discovery, and trial that online retailers want access to. Studies show omnichannel shoppers spend significantly more than single channel shoppers. Successful e-tailers like Warby Parker and Bonobos have opened multiple stores and see the halo effect of increased online sales and brand awareness from their physical presence.
3. table of contents
Executive Summary
Situation Analysis
SWOT Analysis
Primary Research
Target Market
Takeaways
Digital Activations
Hulu Activations
Out of Home Activations
Experiential Activations
Media Objective
Budget
Sales Forecast/Conclusion
Media TImeline
Appendix A
1
2
3
4
5
7
8
10
12
13
14
16
17
18
19
20
4. executive summary
2
eBay is an e-commerce company founded in San Jose, California. Since 1995, eBay has provided online
consumer to consumer and business to business sales services. Since then eBay has been available to
consumers in over 180 countries and accepts 19 currencies. eBay’s mission is to be the world’s favorite
destination for discovering great value and unique selection. They have an expansive portfolio that
includes eBay Classifieds Group, Close 5, StubHub, Shyp, and eBay Valet and spun PayPal off into an
independent company in July 2015. The company integrates corporate social responsibility into their
business model through the eBay Foundation which provides grants to nonprofit organizations and
fosters charity connections between their employees and customers. Through these efforts, eBay can
prove to the public that they are a company that values their employees, customers, and the community.
Our primary target market, “Savvy Spenders,” consists of 18-34 year old men and women that don’t
want to sacrifice their unique style and products for price or inconvenience.Through our primary and
secondary research, we have found that these individuals value price, security and shipping costs when
shopping online. The main reason our target market doesn’t use eBay to shop online is because of
concerns about authenticity due to their experiences of eBay from middle and high school when it was
primarily an auction site. Some of these negative experiences caused doubtful opinions on eBay and are
unaware of their new site look, offers, and the multitude of new products available.
Our campaign,“Life on Point,” aims to inform college-aged students that you don’t need a membership
to get great deals for the products you love.Through a variety of out of home, social media, digital, and
experiential advertisements, we will appeal to our specific target market to inform them that eBay is no
longer the auction place that their uncles turned to but a shopping experience where new items, with
free shipping and money-back guarantee, meet the right price.
5. situation analysis
concept
eBay’s platform is aimed at attracting and retaining
customers, especially millennials. Their new product
values such as Buy It Now, Free Shipping, and eBay
Money Back Guarantee are cornerstones of their new
user-friendly website.Their aim is to be a destination
for great value and unique selection, while still
remaining convenient for users. eBay looks to work
with vendors to sell new products at a discount on
their site.Their auction style features should not be
ignored as they are still a core part of their business.
The company works with sellers by building strong
connections with their customers to help them turn
unwanted items into cash.
industry analysis
Currently the online shopping industry is one of the
fastest growing sales sectors in the United States.
Online retailers are coming up with more efficient
ways for customers to purchase online goods with
mobile apps, discounts and free shipping. This is
partnered with increasing the quality of customer
service.
situational analysis
These days, millennials are busier than ever, packing
their schedules from the moment they wake up in
the morning. They need to find ways to purchase
products quickly and are within their budget, as time
is always of the essence. They want products that
fit their unique style and that they can show off on
social media because of this, many look for quick and
convenient solutions to their problems.
competitive analysis
eBay has continually been a huge competitor in the
auction site marketplace. As they have rebranded
themselves they need to compete with major sites
such as Amazon, Alibaba, and Etsy. With this being
said, eBay has to step up its awareness and benefits
to compete with its competitors and not get lost in
the saturation of sites.
3
6. swot analysis
strengths
Brand name
Available in 19 currencies
Flexible payment options
Personal customer accounts
Large Internet marketplace
weaknesses
High fees
Shipping malfunctions and issues
Minimum control over product quality
Inaccurate product descriptions
opportunities
Increase in mobile users/consumers
Becoming a retailer
“Make an Offer” feature
Worldwide online databases
threats
Increasing competition – Amazon, Etsy,
Craigslist,Alibaba
Internet hackers
Fluctuating exchange rates
Fraudulent transactions
4
7. primary research
methodology
We conducted a survey via Qualtrics with a sample size
of 107 and a focus group with a sample size of five for
our primary research. Both samples were created using
convenience sampling, and the survey was distributed
with social media and an anonymous link. The focus
group was held on a college campus with five college
students as participants.
survey results
n=107
Our complete survey can be found in Appendix A, but
the key findings were as follows
93% of respondents reported being loyal to
amazon
58% reported free shipping as extremely
important
62% reported security as extremely important
54% reported variety as extremely important
56% have purchased an item on Ebay before
54% have purchased items 1-3 times at eBay
On average, people thought 55% of items
on eBay were used, 34% were new and
26% were refurbished
It is important to also note that respondents were
asked eBay’s greatest strengths and weaknesses. The
most reported strengths included variety of items, the
competitive prices/auction system and the availability
of collectible, rare or antique items.The most reported
weaknesses were the trustworthiness or transparency
of sellers, quality of the products and the tendency
for prices to be run up and wait time with the bidding
structure used in auctions.
“When individuals
sell, you find
individual items.”
“Most of the sellers are
very courteous and I love
having conversations about
them as I ask questions
about my items.”
5
8. primary research
focus group findings
n=5
Our focus group answered two types of questions;
eBay specific and general shopping habit questions.The
questions asked can be found in appendix A.
One key finding from our focus group is that the
participants were hesitant to purchase new items on
ebay at the same price as other retailers. They also
noted that even if a product was in original packaging
they would still have concerns about authenticity.When
asked what would encourage them to try or use eBay,
participants suggested a trial period or promotion for
signing up. They also brought up introducing student
discounts and harsher policing of sellers and warranties
for accountability. Participants also were unaware of
many of the changes eBay has undergone in recent years
and responded positively to new marketing content,
stating they were intrigued by the new changes.
In terms of general shopping habits, respondents noted
that their top priorities in online shopping were free
shipping, price, presentation of merchandise and quality.
These priorities line up well with the findings in the
survey conducted. Participants noted that reviews,
accreditation to a person or company, verification
checks, friends and family usage, design and reliability
were the biggest factors in trusting an online company.
“There is an availability
of vintage/discontinued
items not found at other
retailers.”
“Convenient to use, great deals,
amazing community, and all
services provided without the
need for a membership.”
“Old items are always
easy to find, and there are
many great deals to be
found.”
6
9. target market savvy spenders
Laci Kay recently graduated from
the University of Scranton and
just turned 21. She landed her
first job at Paychex and is looking
to move to Rochester, NY where
her new job has her working in
sales for the Northeast region.
With this recent move, Laci has been utilizing all that
eBay has to offer by buying products at a discount to
fill her apartment. Laci believes that eBay is the perfect
way to get great products unique to her style at an even
better price than in stores!
Timothy Steele is a 19-year- old
student at Boston College.Before
starting his sophomore year, he
wants to get ahead of the game
and purchase all of his textbooks
and supplies. Instead of spending
hundreds of dollars at his school’s
bookstore, he wants to find a cheaper alternative. So
while searching online,Timothy finds that eBay has the
books and supplies he needs and with his savings he can
order take-out at his favorite restaurants.
Jess Langdon is a 24-year-old nurse
at a large hospital in New York
City. Because she works the night
shift, Jess shops online for different
forms of entertainment when her
patients are sleeping or don’t need
help. She also searches for gifts to
give to her patients in order to make them feel at home
- she tries to find unique and useful products and tends
to spend hours searching for the “perfect” one that her
patients will truly enjoy.
Kyle Thompson is a 30-year-old
young entrepreneur who recently
launched his own company in
the electronics industry. Being
interested in electronics, Kyle is
always looking for ways to improve
his company and grow his ideas.Kyle
likes to spend his free time browsing the web, and using
his favorite site eBay to buy products for his business so
he can grow his business without losing profit.
primary secondary
7
10. Takeaways
Lack of awareness amongst target audience of eBay’s
rebranding, new attributes and product variety.
We must rejuvenate eBay’s public perception to show
potential customers that eBay is no longer a website purely
for auctioning, but an online retailer that has the ability to
meet all of their consumer needs, while still embracing a
community of sellers as unique as their products.
For our Savvy Spenders eBay offers new products at great
prices with a money back guarantees. Our team aims to
execute a combination of television, social, experiential
and native marketing tactics to increase brand awareness,
eventually leading to an increase in customer conversion.
our challenge
our key insight
our value
proposition
8
11. 9
life on pointWith eBay, finding exactly what you need at the price you want is fast and convenient.
Whether you’re a big spender or living on a shoestring,
eBay helps you live life on point.
12. digital activations
snapchat
Snapchat is a great way to reach our target market,
as 70% of all Snapchat users are Millenials. As part of
our experiential campaign well plan to create custom
geofilters for each school we visit on our eBayU Tour.
The filter will be a combination of the school logo and
eBay’s reason for attending.We also plan to use Snapchat
to create Discovery articles from eBay focusing on the
needs of our target market with a twist such unique
products to furnish your first apartment/dorm room
or necessities for your music festival journey or Spring
Break trip. According to our research, those ages 18
to 29 allocated around 20 minutes per day to Snapchat
on average, and those ages 30 to 44 still spent an
average of 9 minutes per day on the app.Also, Snapchat
advertisements are seen anywhere between 500,000 to
a million times per day, therefore giving us the reach we
want eBay to have to it’s consumers.
instagram
Our eBayU competition will begin with Instagram as
well as the contest for each school on the tour will use
it for mini-contests to win prizes when eBay visits.We
will also run ads throughout the year customizing it for
each consumer based on their search history and what
would fit them best and help get their life on point.
Instagram is also a great way to reach our target
market, as the app has already crossed the 500 million-
user mark, and has over 300 million of them using the
platform every single day. The company’s blog reports
that over 95 million photos and videos are posted daily,
proving that Instagram users are extremely active.Being
the #1 app of all time for Brand Social Engagement, we
believe that Instagram will give us the reach we want so
that eBay can stand out above its competitors.
buzzfeed
We plan to create sponsored Buzzfeed articles and
quizzes around the holidays for cheap yet quality gift
ideas for college students or other themed gift articles
or quizzes.As well as use Buzzfeed for when students are
about to graduate and are furnishing their first apartment
or figuring out the most memorable graduation gifts for
their friends.Ranging from internet memes, personality
quizzes,and“DIY projects”,Buzzfeed is a unique way for
consumers to engage.The Buzzfeed blog explained that
companies who advertised or created a campaign on
Buzzfeed had 10 to 20 times more click-through rates
than their normal average. With that said, four to five
posts on Buzzfeed typically cost about $100,000 to run
advertising content. Buzzfeed will allow EBay to engage
with consumers in a unique way in order to get their
minds thinking creatively.At 56% the average Buzzfeed
visitor ranges from 18 to 34 years old, aka, the savvy
spenders.
pinterest
Pinterest offers a free and paid way to spread information
about eBay.The company can create their own Pinterest
board for free and showcase unique products or create
specific boards like they already do so on their website.
They can also create advertisements With 110 million10
13. digital activations
active users, Pinterest would be an extremely beneficial
platform to use in order to hit our target market. Out
of all of the Pinterest users, the main users are 18 to 29
year olds at 37% along with 30 to 49 year olds at 36%.
Because one of our main priorities is to reach a market
between the ages of 18 to 30 years old, Pinterest would
be a fun and active way to get this age group involved with
EBay.The average cost for an advertisement on Pinterest
ranges from $0.50 to $1.50 cost per click and they offer
two payment options.You could pay for either engagement
or visits to your site. As 30% of users are pinning from
mobile devices and 93% of pinners have shopped online
in the past 6 months, Pinterest would be a great asset to
EBay.
Spotify
Spotify is a listening platform for individuals looking to
download and play their favorite music all from one place.
Spotify offers the newest and best music in an easy to
use app. Millennials are especially apt to using Spotify,
according to Forbes.com millennials account for 72% of all
weekly music streams on Spotify’s site.This accumulates
to roughly 1.3 billion track plays every week.
YouTube
YouTube is a video-sharing platform with over a billion
users, nearly one third of people on the Internet.
YouTube allows users to upload engaging videos and
share with the world. Milllennials turn to YouTube and
digital broadcasting over regular cable television for
the simplicity as well as convenience factor of regular
television. YouTube allows users to have millions of
videos right at their fingertips that can be watched at
any time of day.
hulu
Instead of relying on traditional television advertising,we
are suggesting that eBay relies on Hulu.com to advertise
during popular shows that would be pricey on live TV.
Because millennials aged 25-34 are 97% more likely
to have used Hulu in the last 30 days than the general
population, we feel strongly that Hulu is a more suitable
option for eBay in terms of measurable, affordable
advertising at key touchpoints. Because Hulu is an
account based service this also means more targeted ad
placements to those viewers who matter most to eBay
and the target demographic.We are recommending that
ads air on the following shows.
11
14. hulu activations
Bob’s Burgers
While Bob’s Burgers is popular with all millennials,
those aged 25-34 are 91% more likely to have watched
it on a weekly basis than the general population.This
high index bodes well for eBay as an advertiser and
could very well lead to a lot of bang for your buck
when advertising to the target market.
Modern Family
Modern Family also boasts a high index for millennials
aged 25-34, with reports showing that they are 28%
more likely to watch it on a weekly basis than the
general population.This show also works well to reach
secondary audiences as it has wide appeal and reaches
a large portion of viewers in America.
Saturday Night Live
Saturday Night Live is a favorite topical show among
millennials.While they are only marginally more likely
to watch the program than the general population, the
immense popularity of the show and the high ratings in
2016 make it a sure hit.The ratings for SNL tipped the
scales with a post election episode at 6.2 Live + Same
Day and rating of 3.9 Live + Same Day with adults aged
18-49.This in combination with programmatic buying
at Hulu adding flexibility of content makes for a great
platform for eBay to run topical advertisements to
match the content of the show.12
15. out of home activations
13
For an out of home campaign, the best way to reach our
target market is through subway and bus advertisements
in Los Angeles, New York City, Boston and Ann Arbor,
Michigan.Theselocationsarelocatedacrossthecontinental
United States, allowing us to reach a maximized number
of our target market of people from ages 18-24. In New
York City, there is an estimated population of 8.550
million people. Approximately, 4.8 million are within our
target market. Yearly, there are more than 1.7 billion
riders on the subway, which include 5.6 million people
on Mondays through Fridays. In Boston, Massachusetts,
the median age is 31.8 years old. Within the population
of over 669,000 people, 24% are between the ages of 20
and 29. Advertising on subways in Boston would reach
the 774,000 daily riders. Moving from the East Coast
toward the Midwest, is Ann Arbor, Michigan. This city is
a small college town with a third of the 117,000 person
population between the ages of 20 and 29. The median
age is very low, at 28 years old. Although this city does
not have a subway system, the bus service is available for
advertisements. The buses run between three colleges
and offer rides to younger students as well.These services
run seven days a week, through the night and offer special
arrangements for holidays. Finally, Los Angeles, California,
with over 26% of the population between the ages of
18 and 34.The subway system has more than 9.5 million
yearly riders. Breaking it down, upwards of 360,000 riders
seeing an advertisement daily.
NYC
Population of 8.550 million people.
52.5% female. 4.836 million people 18-34.
Daily riders on the subways:
Mon-Fri-5,650,610, Sat-3,309,731, Sun-2,663,418.
Yearly ridership-1,762,565,419
Boston
Population of 669,469 people.
52.1% female. 24% 20-29, Median age 31.8.
Nearly 774,000 daily trips on the subway.
Ann Arbor, Michigan
Population of 117,070 people.
50.7% female. 33% 20-29, Median age 28
Los Angeles, California
Population of 3.971 million people.
50.2% female. 1.032 million people 18-34.
Average Weekday Riders- 362,135
Average Saturday Boardings- 221,079
Average Sunday and Holiday Boardings- 193,315
Yearly Ridership- 9,507,985
16. experiential activations
ebayu
Trust. Value. Selection. Convenience. All components of
eBay’s value proposition they aim to provide to their buyers.
However, according to our primary research our team has
determined that 18-24 year olds do not have confidence in
eBay and the value of its products.Thus, we have developed a
strategy that allows eBay to interact with our primary target
market on a one-on-one basis,across the country,in order to
make valuable impressions.
eBayU is a cross-country college tour that allows eBay
brand representatives to interact with tech-savvy college
students that are always looking for the best bargain. With
services such as Amazon Prime and Zappos VIP, and highly
accessible inexpensive items at WalMart, eBay might not be
in millennial’s consideration set for finding great products for
less.eBayU aims to change this perspective,allowing students
on campuses around the US to learn more about eBay, its
products, services, social media and mobile capabilities.
The contest would begin with a social media campaign where
schools can vote to have eBayU come and visit their school!
The top ten schools that accumulate the most votes through
an online poll will win. The eBayU branded truck will visit
the top 10 college campuses distributing eBay branded swag
material, providing textbook discounts through a partnership
with a vendor such as Chegg, deals for school supplies
and apartment/small space design advice. Samples of
school-related eBay products will be featured, such as
backpacks and supplies, allowing students to interact with
the brand, driving them to a purchase at a brand kiosk
inside the truck. Benefits such as free/expedited shipping
and discounts will encourage students to spend.
In addition to purchasing products, students will be able
to take pictures with eBayU signs in front of a branded
backdrop. Prior to taking the photo, students will input
their personal information (name, university, email and
birthday) into a form.This user data will allow the media
team to retarget users later on with eBayU/eBay branded
email content, in order to build an ongoing relationship
with potential customers. High quality pictures will be
taken and emailed to students allowing them directly
to share onto their social platforms such as Facebook,
Instagram and Twitter using the hashtag #eBayU. This
highly engaging and potentially viral tactic allows eBayU
brand ambassadors to increase brand awareness by
interacting with future customers, accumulate shopper
data, increase social presence and drive users to the site
to make a purchase.The eBayU social media team will be
promoting their visit on each campus via their Facebook,
Snapchat and Instagram accounts and website.
14
17. In a world where corporate social responsibility comprises a large percentage of a brands reputation, eBayU aims to
address the needs of their target market by creating a merit based scholarship program. Full time underclassmen will
be eligible to apply online for the scholarship.The student must uphold a specific GPA threshold, as well as prove high
community involvement and leadership experience.The recipient will receive $5,000 in tuition, as well as $2,500 to spent
on eBay to purchase textbook, supplies and anything needed to advance their education.
Overall, eBayU will allow eBay to enhance recognition amongst the millennial market, increase brand recognition and CSR,
as well as increase their social media presence and online reputation.
Experiential activations
U 15
18. media objectives
Our goal is to reach 50% of students age 18-24 at least 2 times
using video ads on Hulu and YouTube, promoted content on
Facebook, Instagram, Snapchat, and Pinterest and through our
Out of Home advertising as well as our ten stop college tour.
Our ads on all platforms will be placed nationally and our out
of home advertising will be located in four cities across the
country and our ten stop college tour will be determined by
the winners.
Our ads will run at various times depending on the purpose
for their use. Facebook will be consistent and run throughout
the year. Our Instagram ads will run before and during our
college tour and mid-way through the semester. Our out-of-
home will be towards the end of the campaign when students
are graduating and getting ready to move in to their new
apartments. The rest of our ads will be spread throughout
the campaign to boost awareness and tailored toward specific
goings-on at that times.
reach and frequency
geographic placement
scheduling
16
20. sales forecast
18
eBay was founded in September 1995 and was dedicated to bring buyers and sellers together.As of 2013, eBay’s annual
revenue in the United States was 3.419 billion dollars. In 2015, sales increased by over 200 million dollars. If the same rate
of sales continues then eBay’s net revenue will be over $4.200,000,000 by the year 2018.A huge source of revenue for
eBay was PayPal. However, sales have not dropped significantly since losing this revenue generator in July of 2015. It has
been over a year since losing this company, so eBay may or may not lose revenue in later years.We believe it is realistic to
expect a 5% increase in sales from our 2017-2018 campaign.To see whether reach and frequency goals were met, we will
track the ratings ofTV shows where our ads are airing and rely on impressions provided by Snapchat.We will also measure
views received on promoted content on Facebook and retweets and/or likes onTwitter and Instagram.We can also check
the usage of transportation systems in our select cities and track how many students attend each eBayU event.
conclusion
For Savvy Spenders the internet has always been a part of their lives and online shopping is more popular over the
traditional brick-and-mortar store.This target market wants the best bang for their buck without sacrificing quality or
style.Although they have the tools to compare prices time is of the essence and they need their go-to site for when they
need their product as soon as possible. eBay has grown and improved their company since these Savvy Spenders last used
it.Although competitors such as Amazon are number one in their mind, if eBay made itself present with the same great
qualities without the pricy membership, they can win over consumers’ hearts. By evaluating the brand through a variety
of research techniques, it was evident that eBay needs to inform consumers about the eBay’s new look and features with
unique products and low prices.
Our campaign will reach the target market easily by using the most popular social media platforms, stopping by campus,
and showcasing unique products before they watch their favorite television shows or YouTube videos. Out-of-Home
advertisements will take over select cities so that everyone knows who the new eBay is and how they are the right fit for
consumers. Once trust is regained by consumers, eBay will have no problem in increasing their loyal following.
22. appendix A
survey questions
Are you 18 or older?
Yes
No
What websites do you consider yourself loyal to? Check
all that apply
Please indicate how important the following benefits are
while shopping online
Free shipping
Discount codes
Memberships
Payment Method
Security
Variety of selection
Student accounts or promotions
Have you ever purchased an item on eBay?
Yes
No
What most influenced your decision to purchase
through eBay?
Roughly how many times have you ever purchased an item
on eBay?
1-3
4-6
7-9
10 or more
Using the slider,please indicate the percent of the items on
eBay you think are new, used or refurbushed.
What do you consider to be eBay’s greatest strengths?
What do you consider to be eBay’s greatest weaknesses?
What gender do you identify with?
Male
Female
Non-Binary
What is your age?
How would you classify the area you live in?
Rural
Suburban
Urban
What region of the United States are you currently living
20
Amazon.com
Jet.com
Alibaba.com
Target.com
Etsy.com
Ebay.com
Walmart.com
Bestbuy.com
Other
Craigslist.com
North East
Mid-Atlantic
South East
Mid-West
South-West
West
North-West
23. appendix a
survey questions cont
Are you currently a college student?
Yes
No
What is your current class standing?
Freshman
Sophomore
Junior
Senior
Graduate
Do you have any additional comments?
focus group questions
When you think of eBay, what’s the first word that
comes to your mind?
Do you have any experience buying products off eBay?
How do you feel about buying new products rather than
used products off eBay?
What would intrigue you to try or use eBay?What pro-
motions or other things would get you to try eBay?
After watching the video are you more inclined to use
eBay?
Why would you use another onlinshopping site over
eBay?
Woudl you consider using eBay over Amazon., Etsy or
any other online shopping site after learning they sell
new products as well?
Are you more likely to buy products from companies
that give back to the community in some way?
What is most important to you when buying items on-
line?
What makes you trust an online company?
21
24. appendix b
works cited
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22
25. appendix b
23
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