Marketing Strategy

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Transcript of Marketing Strategy

UCorp Copy & Printing Center

Jo  Yu  Hou,  Alina  Doyle,  Paisley  Parker,  Orcun  Kocas,  Chris  Vargas    

I.  Intro ★  UCorp Copy & Printing Center is a service in San

Francisco State University ★  Assist students with printing and copying needs.

★  Since it has moved to Cesar Chavez Center, it has

lost a lot of visibility. ★  Our job:

○  Increase visibility ○  Brand awareness ○  Customer acquisition ○  Customer retention rate

II. External Situation Analysis Industrial Analysis: Market Potential

88%

12%

29,000 Students

3,700 Faculty

Market Activity -  Low sales -  65% students NOT

aware of the service

Technology -  All printing docs need to

be in PDF format -  No instructions on

website

Market Characteristics & Social Influences

Our Customers = Millennials How They Interact = Smartphones & Tablets, Facebook

SWOT Analysis Strengths -  Personalized, convenient

service -  Variety of printing services -  Free delivery on campus

Opportunities -  High Margins -  Large volume capacity

Weakness -  Lack of awareness -  NO social media -  Higher pricing -  Not accepting One Card

Threats -  SFSU library own majority -  Students use privately

owned printer -  SFSU library accepts

OneCard

Competitor Analysis

Campus Copy Center

VS.

Library Printing Pros: -  Prime location -  Low prices -  Ease of use -  Available all day/night

Cons: -  OneCard Payments $$$ -  Lack of options -  Self service -  Long lines

Personal Printers Pros: -  Cheaper cost per page -  Advantage of advertising -  Home printing convenience -  Advanced technology and wifi

Cons: -  Ink Cartridges -  Limited sizing options -  Emergencies may occur

Customer Analysis Who? 1- Student body 2- Student Organization

University Clubs, Fraternities & Sororities * Serving to Faculty and Faculty Department is another option, however the firm needs to build its reputation before conducting Business-To-Business activities.

When? --- Fall semester & Spring semester

What? - Customized service -  reduce risk of erroneous printing What if? -  Lower price? -  Put up a Facebook Promotional Page So what? -  Sales volume -  Revenue What then? -  Customer retention rate

Internal Situation Analysis Financial Resources

Human Resources +

4 professionals

Manufacturing Resources 3 regular printers

1 poster printer

III. Marketing Objectives Quantitative

Price sensitive 65% not aware of the service YET 87% are interested

Qualitative Brand awareness Brand Image Building Reputation

IV. Marketing Strategy - OUR PLAN Create posters, banners around school buildings Create Social Media Accounts for Digital Marketing -  Promotions:

-  Digital coupons -  Small discounts on first purchase -  Referral discounts -  Loyalty program -  QR Codes: Serving as a Landing Page

& Using QR codes for Promotion

CONGRATULATIONS

TO THE CLASS OF 2015

THANK YOU FOR LISTENING !