48h Express Marketing Strategy

48H EXPRESS Marketing Plan

Project Team:

* Duc Tran* William Wei* Danyu Gao

Agenda

Executive Summary Market Segmentation Competitive Review Business Model Positioning Marketing Strategy Marketing Mix Marketing Collaterals Ideas Next Steps About the Team

Executive Summary

Emerging needs of sending high-valued parcels from GTA to China 48H Express is an competitively-priced two-day-guaranteed hand-carrying service

to deliver parcels from GTA (Canada) to Beijing (China), utilizing network of individual associate carriers

Marketing activities target social media, internet-based communities and word-of-mouth via personal reference

Conventional

Compromise

Market Segmentationby key drivers (Level of Service and Total Cost)

Total Cost (incl. Duties)

Level of Service(time, convenience, reliability)

Other small

couriers

?X

Competitive Review

(*) Standard parcel: size ~ 22”x16”x6”, weight <3 lbs

Established Courier (UPS, Fedex) Canada Post Valueway Couriers

Courier Fee per standard parcel (*) ~ CAD 200 ~ CAD 70 ~ CAD 20

Import Duty range ~ 30% - 60%

Import Duty possibility (% charged) ~ 20% - 30% ~ 20% - 30% ~ 10% - 20%

TOTAL POSSIBLE COST High Mid Low

Time (days) 3-7 7-10 10-20

Convenience for sender Mid Mid Low

Convenience for receiver High High Mid

% of loss and damage Very Low Low Mid

Reliability High High Low

TOTAL LEVEL OF SERVICE High Mid Low

Business ModelConventional Posting Process

Collectors & ForwardersCarriersDeliverers

Business Model48H Express Approach

CarriersDeliverers

48H Express

Competitive Review

(*) Standard parcel: size ~ 22”x16”x6”, weight <3 lbs

48h Express Established Courier (UPS, Fedex) Canada Post Valueway Couriers

Courier Fee per standard parcel (*) ~ CAD 70 ~ CAD 200 ~ CAD 70 ~ CAD 20

Import Duty range ~ 30% - 60%

Import Duty possibility (% charged) 0 – 5% ~ 20% - 30% ~ 20% - 30% ~ 10% - 20%

TOTAL POSSIBLE COST Lowest High Mid Low

Time (days) 2 3-7 7-10 10-20

Convenience for sender Mid Mid Mid Low

Convenience for receiver Mid High High Mid

% of loss and damage Mid Very Low Low Mid

Reliability High High High Low

TOTAL LEVEL OF SERVICE High High Mid Low

Smart Conventional

Compromise

PositioningBig Potential in Emerging Niche (Blue Ocean)

Total Cost (incl. Duties)

Level of Service(time, convenience, reliability)

Other small

couriers

48H Express

SWOT Analysis

Strengths

High level of service (2-day guarantee, reliability) Competitive cost (max 50% vs closest competitor) great value equation First mover advantage

Weaknesses

First mover have to educate customers on new concept Limited initial resources: money, locations, ICT system Team new to the category Risk control (in beginning)

Opprtunities

Growing niche Geographic expansion New concept of “sharing economy” gets more buy-in Further ICT development drive effectiveness & efficiency

Threats

No strong entry barrier easy for others to join the market Governments might regulate in future

Business Objectives and Strategy

Gain large client base and establish strong foothold in courier market within first year by aggressively driving Awareness and Trial.

Marketing StrategyBuild – Consolidate - Expand in Stages

Time

No of Transactions

2016 20202017 2018 2019

Build Awareness (GTA)

Build Trial (GTA)

Route Expansion (Canada)

Pilot

Build Awareness (Canada)

Build Trial (Canada)

Setup

Marketing Mix - Overview

Product Hand-carrying

service Two-day delivery Focus high valued

items: fashion, hi-tech

Place Physical: Chinese

supermarket, Chinese-centric

malls, airport Online: Weibo, BBS, Facebook, Wechat

Price Price challenger

(max 50% vs competitors)

Promotion Online & social: Weibo,

BBS, FB, Wechat Content: create story

(dramatized) Peer reference Discounted trial

Off line: discount coupons at Chinese-

centric malls

People Employees & Management

Customer service CouriersProcess

Real time tracking Review & feedback

Courier review & testimonials

Physical Evidence

Real time tracking (app & website)

Target Clients Chinese yuppies & students

Young to Middle Age Middle income or higher

Reside in GTA (focus Markham, Richmond Hill,

Toronto)

Marketing Mix - Product

Product

Hand-carrying service Between GTA and Beijing (China) Two-day delivery Small quantity and personal →

unlikely get taxed → low total cost Focus high valued items: fashion,

hi-tech

Place Price

Promotion

People

Process

Physical Evidence

Target ClientsProduct

Marketing Mix – Target Clients

Target Clients

Chinese yuppies & students Young to Middle Age (18-45 y.o.) Middle income or higher Reside in GTA (focus Markham, Richmond Hill, Toronto)

Place Price

Promotion

People

Process

Physical Evidence

Product

Target Clients

Marketing Mix - Place

Place

Offline: - Chinese supermarkets: T&T - Chinese-centric malls: Pacific Mall, Yorkdale Mall Online: - Social media: Weibo, Facebook, Wechat, QQ - Forums: BBS (Dealmoon, Yorkbbs, 51.ca)

Price

Promotion

People

Process

Physical Evidence


Place

Marketing Mix - Price

Price

Price challenger (max 50% vs competitors) Low operating cost: - GTA gathering spots: small booth-in-shop - Courier fee: competitive - Beijing delivery by registered ChinaPost service (CAD2/item)

Place Price

Promotion

People

Process

Physical Evidence


Marketing Mix - Promotion

Promotion

Online & social: Weibo, BBS, FB, Wechat Content: create story (viral) Peer reference Discounted trial Off line: discount coupons at Chinese-centric malls

Content Marketing: - Build quick awareness by creating viral video posted on social media

Off line Platform: Chinese supermarkets: T&T - Chinese-centric malls: Pacific Mall, Yorkdale Mall

Trial inducing: - Discount coupons/inserts - Discounted first trial

Trial Inducing: - Personal reference code: after each transaction, sender gets one discount codewhich give discount to both referee (5%) and referer (5%) on next use

Awareness Building:- Clients share testimonials, #harshtag, related picture → earn code for instant discount on next use

Online Platform: - Social media: Weibo, Facebook, Wechat, QQ - Forums: BBS (Dealmoon, Yorkbbs, 51.ca)

Place Price

People

Process

Physical Evidence


Promotion

Marketing Mix - People

People Employees & Management

Customer service Couriers

People Involvement- Customers could be Suppliers, people can provide service, they have demand as well.- People spend money in our platform, they can earn money as well- Social Value: People tend to meet new people through sharing economy

Employees- Creative working environment, empolyees get inspiration everyday

Place Price

Promotion

Process

Physical Evidence


People

Marketing Mix - Process

Process Real time tracking Review & feedback

Courier review & testimonials

- Online 24/7 Customer service- Pick up Service- Airport

Place Price

Promotion

PeoplePhysical Evidence


Process

Marketing Mix – Physical Evidence

Physical Evidence Real time tracking

(app & website)

Eco-friendly

Real time tracking(Location Based system)

Price Transparent

Place Price

Promotion

People

Process


Physical Evidence

Brand Identity

The World is Small

48h Express

Rocket + SwooshOrange color

EarthBlue

Our Promise:

Deliver in a quick and reliable way as if the world is small

Flat Design language

Dynamism

Global Reliability

Young

Hundreds years before, people spent a few months to deliver goods from North America to Asia

Currently, people still need 3-10 days to send goods globally

Thousands years ago, people spent a year to deliver goods between East and West via the Silk Road

48h Express provide 48-hour international express service from GTA to Beijing. Just like you do it personally

The World is Small

Marketing Viral Video

Online Platform: - Social media: Weibo, Facebook, Wechat, QQ , Youtube - Forums: BBS (Dealmoon, Yorkbbs, 51.ca)

48h Express

The World is Small

The World is Small

48h Express

Pictures are for illustration only

Have you tried our 48-hour international express service from GTA to Beijing?

Just like you do it personally.

Get 30% discount on first transaction or register now.

Visit www.48hexpress.ca for more info.

Print Materials – Big Idea

The World is Small

48h Express

The World is Small

48h Express


Feel like your merchandize is floating forever ?

We have solution. Turn the page

Feel like you are spending a fortune to send your gift back home?


Feel like your merchandize takes years to reach your partner?



Just like you do it personally

Print Materials - Teasers

Page 3

48h Expre

ss

Page5 Page 7 Page 9

Online Platform: - Social media: Weibo, Facebook, Wechat, QQ , Youtube - Forums: BBS (Dealmoon, Yorkbbs, 51.ca) - Print ad


Just like you do it personally

4

8h

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xp

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ss

The World is Small

48h Express


Next Steps - Operation Setup

Toronto

Mississauga

North York

Markham

Richmond Hill

Mew Market

Scarborough

Vaugh

Beijing Receiving

Center (airport)

Beijing, China GTA, Canada

GTA Dispatch Center (airport)

Collectors•Receive parcels•Check content•Packing•Classify & label

• Small booth in shops, malls, supermarkets

Dispatch Center•Receive parcels•Random & batch check•Storage•Assign associate courier (AC)•Secure AC’s credit card (item’s value + tax) + ID

• Small office + small storage

• Supply Chain Management system (scanner…)

Headquarter

Receiving Center•Receive parcels from AC•Check parcel’s integrity•Verify tax invoice (if any)•Storage•Release AC’s credit card minus AC’s fee•Pass parcel to ChinaPost local express service•Update tracking system at each step

• Small office + small storage• Supply Chain Management

system (scanner…)

HQ Office•Strategy•Content Creator•Content Seeder•Database Management•Customer Service•R&D

• Medium office• ICT infrastructure

The World is Small

48h Express

Next Steps - Operation Plan

Nov 15

Dec 15

Jan 16

Feb 16

Mar 16

Apr 16

May 16

Jun 16

Jul 16

Aug 16

Sep 16

Oct 16

Nov 16

Dec 16

Setup

Finalize Plan

Call for investment

Explore crowdfunding

Offices: location scout

Offices: design & setup

ICT system – build & pilot

Team recruit

Starting

Content building

Content seeding

Test run & feedback

Roll out first 3 collecting venues

Marketing Drive

Drive Awareness: off line

Drive Awareness: on line

Drive Awareness via viral video

Drive Trial with First Discount

Drive Trial with Referrals

The World is Small

48h Express

Thank You

Any Questions?

About the Team

Duc Tran (ca.linkedin.com/in/mduc00)

Solid Performing Sales & Trade Marketing Manager with 10+ years of Well-Rounded Experience

William Wei (ca.linkedin.com/in/zhenweitoronto)

Talented, Energetic Fashion Retailing Specialist Rich Skills in Driving Sales & Identifies Trends

Danyu Gao (ca.linkedin.com/in/danyugao)

8 years working experience in sales &marketing

The World is Small

48h Express

48h Express Marketing Strategy

Marketing

Transcript of 48h Express Marketing Strategy