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Consumer Behavior Analysis - Project Part 2
- 1. 1 Pierre Poiret Sarah Quillien Flore Vallet MARKETING 650: CONSUMER BEHAVIOR PROJECT PART 2 Ravi Vaghanani Devaiah Adengada Ganapathy
- 2. SUMMARY 22 Who is our target segment? Review: Target Segment To learn more about the target segment We 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 experience To appeal A striking communication
- 3. 3 4,900 International students 10% of the total Texas A&M students GOAL Achievement Fulfillment Self esteem THEY CARE ABOUT Making the most of their exchange Looking for the most convenient solution Don’t wanna be burdened by logistical issues Epicurean behavior to Maximize their pleasure OUR TARGET SEGMENT: THE INTERNATIONAL STUDENT COMMUNITY
- 4. INTERNATIONAL STUDENTS IN COLLEGE STATION STRUGGLE TO GO TO THE SUPERMARKET ALTERNATIVES AN UNMET GOAL
- 5. 5 I have a car I’m willing to help the international students But I have some concerns and expectations Good means to socialize Helping is rewarding Conveniency? THE U.S. STUDENTS COMMUNITY Price ? Guarantees for security?
- 6. OUR SOLUTION
- 7. 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
- 8. HOW DOES IT WORKS? 11.520KConnect via Howdy Portal Pay (or not) 4 3 You are connected to the nearest driver available, according to the program you choose finds your position thanks to the GPS function of your phone 2 CONVENIENCE
- 9. 3 PROGRAMS Name Name Name PRICE FRINGE BENEFITS FREE RIDER WAY TO PAY!
- 10. 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 ratings Mobile: +1 3XX XXX XXXX Send a message THE CAR FORD MONDEO Comfort Plate XXxxxxXX
- 11. 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 COLLABORATIONRATE YOUR MEMBERS IDENTITIES ARE AUTHENTIC Using 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 UNIVERSITY NetID TRUST AND SAFETY
- 12. FOCUS ON THE CONSUMER EXPERIENCE STATUS IS KEY … 5 Experience levels REFERRAL AND REWARDING STRATEGY First free ride ! Newcomer Intermediate Experienced Expert Ambassador Verified 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 +
- 13. A STRIKING COMMUNICATION CAMPAIGN #ADOPTANINTERNATIONAL
- 14. A STRIKING COMMUNICATION CAMPAIGN
- 15. 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?
- 16. QUESTIONS?
Notes de l'éditeur
- Mettre des informations, app page profil
- We run the risk that the US community still remains low involved. Why should US students do that? Low motivation, not receptive to rational arguments (about a cost saving, environmentally friendly solution) Our solution: employing buzz marketing, trying to affect emotional appeals, and making our product more appealing to the US community Using Texas A&M football players as ambassaders, here they are great influencers. If they accept to play the game, students may be more prompt to mimic them and use the app.
- We run the risk that the US community still remains low involved. Why should US students do that? Low motivation, not receptive to rational arguments (about a cost saving, environmentally friendly solution) Our solution: employing buzz marketing, trying to affect emotional appeals, and making our product more appealing to the US community Using Texas A&M football players as ambassaders, here they are great influencers. If they accept to play the game, students may be more prompt to mimic them and use the app.
- We run the risk that the US community still remains low involved. Why should US students do that? Low motivation, not receptive to rational arguments (about a cost saving, environmentally friendly solution) Our solution: employing buzz marketing, trying to affect emotional appeals, and making our product more appealing to the US community Using Texas A&M football players as ambassaders, here they are great influencers. If they accept to play the game, students may be more prompt to mimic them and use the app.