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Pierre PoiretSarah Quillien

Flore Vallet

MARKETING 650: CONSUMER BEHAVIOR

PROJECT PART 2

Ravi VaghananiDevaiah Adengada

Ganapathy

SUMMARY

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Who is our target segment?Review: Target Segment

To learn more about the target segmentWe have the solution !

Which goal are they struggling to attain?Review: Unmet goals

To overcome the main consumer barriers

Key features

To stick reach, keep and grow the customer base

The consumer experienceTo appealA striking communication

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4,900 International students

10% of the total Texas A&M students

GOALAchievementFulfillment Self esteem

THEY CARE ABOUT

Making the most of their exchange

Looking for the most convenient

solutionDon’t wanna be

burdened by logistical issues Epicurean behavior

toMaximize their

pleasure

OUR TARGET SEGMENT: THE INTERNATIONAL STUDENT COMMUNITY

INTERNATIONAL STUDENTS IN COLLEGE STATION STRUGGLE TO GO TO THE

SUPERMARKET

ALTERNATIVES

AN UNMET GOAL

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I have a car

I’m willing to help the

international students

But I have some concerns and expectations

Good means to socializeHelping is rewarding

Conveniency?

THE U.S. STUDENTS COMMUNITY

Price ?

Guarantees for

security?

OUR SOLUTION

REASONS TO USE

IT’S FUN !

MAKE NEW FRIENDS

RIDESHARING WITH CONFIDENCE: TRUST AND SAFETY

DRIVERS: EASILY CUT YOUR MONITORING COSTS AND SAVE BIG $

PASSENGERS: GET AN EASY WAY TO REACH GROCERY STORES

HOW DOES IT WORKS?

11.520KConnect via Howdy Portal

Pay (or not) 4

3You are connected to the nearest driver available, according to the

program you choose

finds your position thanks to the GPS function of

your phone2

CONVENIENCE

3 PROGRAMS

Name Name Name

PRICE

FRINGE BENEFITS

FREE RIDER

WAY TO PAY!

THE DRIVER Name: Jennifer K., Experienced

Number of trips published: 12

Registered on: 23 Dec 2015 Preferences: WalMart Estimated time: 30-45 mn

ratings – 100% postive ratingsMobile: +1 3XX XXX XXXX

Send a message

THE CAR FORD MONDEO

Comfort Plate XXxxxxXX

DRIVE SAFE

The community SELF-MODERATES

Using PROFILES AND RATINGS to evaluate members and vet those that do not respect THE SPIRIT OF POSITIVE COMMUNITY COLLABORATION RATE YOUR

MEMBERS IDENTITIES ARE AUTHENTICUsing the TAMU CUSTOMIZED NETWORK, TAMU NEtID required

PHONE NUMBERS and EMAILS are both verified

A FACEBOOK CONNECT so members can link their profile to their existing social network

TEXAS A&M UNIVERSITYNetID

TRUST AND SAFETY

FOCUS ON THE CONSUMER EXPERIENCESTATUS IS KEY … 5 Experience levels

REFERRAL AND REWARDING STRATEGY First free ride !

Newcomer Intermediate Experienced Expert AmbassadorVerified UIN, email and phone

WELCOME !

% of positive ratings received

>60% >70%>80% >90%

# of positive ratings received 1 rating 3 ratings 6 ratings 12 ratings

Seniority 1 month 3 months 6 months 12 months

+

A STRIKING COMMUNICATION CAMPAIGN

#ADOPTANINTERNATIONAL

A STRIKING COMMUNICATION CAMPAIGN

Although we think that decision-making about brands depends strongly on functional benefits, it all comes down

to one question:

HOW WILL THIS MAKE ME FEEL?

QUESTIONS?