10. Brand and Positioning – Brand Map Bring back the pleasure and emotional importance of receiving a mail, by creating a new, convenient and way to purchase your customizable postal stamps online . You’ll have an easy, fast and secure online service in your purchase of stamps. No hassle to buy stamps: you can finally send your emotions easily and conveniently Easy going, modern but traditional in caring about emotions
11. Marketing Mix -Offering Convenience of online purchase of any quantity that can be made 24/7 anywhere that has internet access and a printer! Trace your mail from your own home by keying in the numbers on the barcode E-Stamp with an in-built barcode that can be printed directly onto the envelope or postcard and posted. Price of stamp is calculated accurately online based on weight, size and address Customize your e-stamp with any picture you like! In the future this product can also be further developed to make sending packages to people an easy DIY system
22. Financial Estimates Income Statement (Million) ◇ The operating revenue will increase by 1B$ per year thanks to the introduction of the e-stamp ◇ We have to invest to create the IT infrastructure for this new business, and also invest a lot of marketing activities. ◇ We estimate that the break-even mail volume is about 182 billion . 2009 2010 2011 2012 Operating Revenue $68,090 $69,742 $71,395 $73,047 Increasing Rate - 2.43% 2.37% 2.31% Operating Expense $71,830 $71,830 $71,830 $71,830 Decreasing Rate -7.6% 0% 0% 0% IT investment - $7 $1 $1 Marketing budget - $12 $12 $12 Loss from Operation -$3,740 -$2,107 -$448 $1,204 Operation Margin -5.5% -3.0% -0.6% 1.6% Capital contributions of U.S. government $3,034 $2,107 $448 $0
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24. THANK YOU Q&A B/U SLIDES FOLLOWING Sam Adams – Team #7 Ayo Uduokhai, Tadashi Sakashita, Dee Sarma, Manuel Juarez, Francesco Jannuzzi
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26. Conjoint analysis details 10=best 1=worst Emotional Price Speed Convenience Estamp & letter 10 8 5 10 Email 4 10 10 10 Social media 6 10 9 10 Txt message 6 2 9 10 Courier 9 1 5 7 Traditional stamp 10 8 1 1 Average 7.5 6.5 6.5 8