ECA is a proposed laptop rental business targeting Rutgers Newark students. It will rent Dell laptops on flexible terms including semester, month, week, and day rates. Based on a survey, 55% of students prefer semester rentals. Dell was the preferred brand. The business will operate out of the campus center and use low-cost promotions like flyers and campus newspaper ads. It projects breaking even with 100 laptops rented at projected utilization and rental rates.

1. Easy Comp Assess(ECA)
Marketing Plan
Group 1
Mihir Patel
Evguenia Jacoby
Ed Kim
Deborah Towolawi
Peju Oluwasanmi
Tricina Sobers

2. ECA
ECA Core Competencies
Flexibility in rental terms
Convenient hours of operation
Outstanding Customer Support and Service
ECA main disadvantages:
No direct assess to printers

3. ECA
Competition:
Rutgers Free Time Labs and Library:
Pros: free services for all Rutgers students;
have all up-to-date licensed applications;
Cons: computers are not portable-you cant take it with you;
Limited capacity and hours of operations.

4. ECA
Dell:
Pros: flexible 24, 36 and 28 months leases;
Various financing options;
All technical support in a system selling;
Options at the end of the lease: buy out for 1$ or keep it.
Cons: Minimum transaction size 500$:
Not easy to get credit (tough financial requirements);
Designed mostly for small businesses, not individuals.

5. ECA
Other Indirect Competitors: Mega Stores and Chain Stores:
Pros:
Varieties of laptops under one roof;
Direct technical support (Geek Squad of Best Buy);
Easy financing, as low as 10$ per month;
Cons:
Now you own that laptop!

6. ECA
Target market and Market trends:
Target Market:
Students at Rutgers Newark campus;
Increased demand for education-the students base to grow;
Students are very price sensitive: part- or entry-level jobs with no
discretionary or stable income;
Marketing trends:
Users are becoming more sophisticated, demanding;
New technological advances: cheaper technology, more powerful and
portable;
Shorter life cycle of technology.

7. ECA
• Base on our survey
– 35% students are willing
to rent a laptop
– About 35,000 students
Yes, 34.67%
enrollee in the Rutgers
Yes
No Newark every year
No, 65.33%
– Our target market
is12,250(35,000 *35%)
students

8. ECA
• Based on our survey:
– 40% of students have
indicated that they
Other, 22.58
% prefer DELL brand to
Dell, 40.32% Dell others
HP
Compaq, 6.45
%
Compaq – DELL is cheaper
Other
compared to other
companies, that were
HP, 30.65% the main reasons why
ECA chose DELL.

9. ECA
• Based on our survey
– Almost 55% prefer long-
Hour, 8.20% term rentals=semester;
Day, 13.11%
– 16% would rent for a
Semester
Month
month;
Week, 8.20%
Week
Day
– 13% need a laptop for a
Semester, 54.
10% Hour day;
Month, 16.39 – Less than 17%-hour and
%
week.

10. ECA
Units Price Cost Total Cost Loan Payment/month
Laptops 100 $500.00 $50,000.00 $50,000.00
Software's $10,000.00
Others $10,000.00
Total $70,000.00 $2,260.00
Revenue Expense
F & V Revenue Revenue
Allotted Laptop per month with (100% F & Fix Expense
Survey % Total Laptop Base on % Price 100% sales 40%) per month
Semester 55.00% 100 55 $150.00 $2,062.50 Lone Payment $2,260.00
Rent + Utilites
Month 16.00% 100 16 $40.00 $640.00 + Internet $2,000.00
Fix Revenue $2,702.50 $2,702.50 Phone bills $100.00
Advertising-
Flayers $70.00
other
Week 8.00% 100 8 $20.00 $640.00 advertising exp 100
Day 13.00% 100 13 $10.00 $3,380.00
2 Hour 8.00% 100 8 $8.00 $870.40
Variable
Revenue $4,890.40 $1,956.16
Total $7,592.90 $4,658.66 Total $4,530.00
Break even

11. ECA
Sales and Distributions:
ECA will look to rent space from the paul Robinson campus Center located in the
heart of the Rutgers University newark campus.
Through our store and website, ECA.com, various packages and options with
flexible and afffordable prices for laptopt rentals.
Our Hours of Operations:
Monday-Friday=8 am-7 pm;
Saturday=9 am-4 pm;
Sunday=closed

12. ECA
Promotions:
ECA will use the affordable promotion method to keep its spending and
advertizing to a minimum.
ECA will look to advertise through the school’s newspaper, “The Observer”, and
Rutgers radio.
Flyers will be distributed around the campus.

13. ECA
ECA plans to use Buzz marketing to initially get the word out about our new
laptop rental product.
Through meeting the expectations of customers ECA hopes to establish positive
word-of-the-mouth advertizing by customer evangelists.