2. Agenda:
• What is Vendr?
• Target Market
• Research
• Promotional plan and strategies
• Evaluations and Questions
3. What is Vendr?
• Online marketplace for university students
• Individual exclusive sites for each university
• Students buy and sell items from their peers
4. Vendr's Message
• Provide college students with a simple and
secure online marketplace to exchange goods
and services.
• Interact with your peers and make what you
want out of your Vendr experience.
• The service is free and is available to any
student with a “.edu” email address.
8. UK Expansion
Key Research Insights:
• Online Marketplace Usage
on the rise
• Economic Recession has
produced deal-seeking
consumers
• Technologically-based Society
9. Target Audience
• Undergraduate university students living in
campus housing or off campus housing
• 5 Universities
• Cambridge
• Imperial
• Oxford
• Manchester
• Leeds
• Total number of students: 84,744
11. Demographic:
• 18-24 year old students
• both males and females
Segment 1: Carefree hedonists
• Parents give them money
• Enthusiastic about leisure activities
• Enjoy shopping
Segment 2: Budget-Minded Student
• Little money to spend
• Strive to find the best deal available
Target Market Segments
12. Target Market Insights:
Generation Y Media Habits
Internet
• Heavy users of Online Shopping
• Social Networking Sites
• Watch Online Video Content
13. Target Market Insights:
Cost-conscious Trend
Students are more thrifty with their money
Drivers
The Recession
Tuition Fee Increase
The average level of student debt is over 5,000
pounds per year
43% of students say that tuition fees are a
major concern
(Mintel Report)
14. Promotional Objective
To have 15% of each university's undergraduate
population to activate a Vendr account within
twelve months
15. Promotional Message
Vendr
providing a convenient way for students to buy and sell online
Underlying all communication promotions is the Vendr "V"
• unique logo is simple, yet highly recognizable
16. GANTT
Months JAu Aug Jan Ja2
01n
Jul
Gain
Brand Awareness
Team Selection
Winter Break
Move-In Month
Spring Revamp
Promotional Activities/Recruiting
Move-Out Month
17. Team Selection
August
• Recruit 5 Vendr representatives at each
university
o they pick their "Vendr Team"
• Importance of internal marketing
• Create brand interest and awareness
• Our most important investment
19. Get People Registered
November & December
• Vendr Pub Nights
o The V Card Campaign
§ discount drinks with proof of their Vendr account
• Direct Marketing
• Sales Promotion
20. Book Sale Promotion
Winter Holiday
• Holiday print ad campaign:
o sell books, make money
• Internal Marketing
25. Moving Forward
Expand to more universities in the UK!
o 115 in UK
• Blue Ocean Possibilities
o Club/event tickets
26. Sources
• "Accommodation and Financing the Student Lifestyle". Student Lifestyle 2010. 21 June 2012.
<http://academic.mintel.com.ezproxy.bu.edu>
• "Attitudes towards Fees and Recession". Student Lifestyle 2010. 21 June 2012.
<http://academic.mintel.com.exproxy.bu.edu
• Cambridge University. <http://www.cam.ac.uk/>
• "Future Plans and Prospects". Student Lifestyle 2010. 21 June 2012.
<http://academic.mintel.com.ezproxy.bu.edu
• "Good University Guide". The Times. 14 June 2012.
• Imperial College London. <http://www3.imperial.ac.uk/>
• "Issues in the Market". Student Lifestyle 2010. 21 June 2012.
<http://academic.mintel.com.ezproxy.bu.edu>
• Oxford University. <http://www.ox.ac.uk/>
• "PCs, Laptops and Media". Student Lifestyles 2010. 21 June 2012.
<http://academic.mintel.com.ezproxy.bu.edu>
• University of Leeds. <http://www.leeds.ac.uk/>
• University of Manchester. <http://www.manchester.ac.uk/>
• Vendr. <vendr.me>
• Von Abrams, Karin. "UK Internet Users and Usage: Top 2010 Trends". eMarketer. 21 June
