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Groupon Presentation

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by

Nina Zimberlin

on 30 June 2013

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Transcript of Groupon Presentation

Outline
The Whole Lowdown
Homework Time
Let's be marketers
What if we ran the business?
Who
Employees
Consumers
Businesses
What
Where
When
Why
Turned spam into entertainment...
cheap
easy
quick
Anywhere!
anytime
recession
save money
Company
I

n f o

What is the value delivered by Groupon to consumers and companies who deliver coupons?
"The value delivery process begins before there is a product and continues through development and after launch." - Kotler & Keller
Companies
The Value Delivery Process
What is Value delivery?
Consumers
In which product life cycle stage does Groupon belong?
Strategies
Life-cycle stage: Maturity
Product Life Cycle
Groupon
How is Groupon different
than existing consumer
promotion tools?
Groupon = coupons + cross-promotion
Consumer Promotion Tools
Consumer Promotion Tools
Why Groupon stands out
Ansoff Growth Matrix
Brand equity model
Hypothetical Market structure
How much would you pay for the following?
Is Groupon a sustainable business in the long run?
Homework Time!
What if we ran the business?
Let's be marketers!
S
T
P
Product
Price
Promotion
Place
Exploration
Creation
Delivery
Choosing
Providing
Communicating
... the value
bargains
simple
available
Rare
fun
local
instant
gratification
Thank you for listening!
exposure
new
promote
assured revenue
local
growth
analyze
samples
coupons
cash refund offers (rebates)
price packs
premiums (gifts)
frequency programs
prizes (contests, sweepstakes, games)
patronage awards
free trials
product warranties
tie-in promotions
cross-promotions
point-of-purchase displays and demonstrations
"A collection of incentive tools... designed to stimulate quicker or greater purchase of particular products or services by consumers"
- Kotler & Keller
certificate offering a stated saving on the purchase of a specific product. Digital coupons
using one brand to advertise another non-competing brand.
YOU personalize your experience
Purchase coupon in order to redeem it
85-90% redemption rate
Entertainment
Non-essential
Groupon is based on bringing business to companies they cross-promote for
Built a brand around cross-promotion
!
Consequences
Peak Sales
Low cost per customer
high profits
Difersify brands and items
Build more intensive Distribution
Stress brand differences
Focus on strengths
Invest in loyal customers
attract
maintain
Threats
Competitors
Losses in Stockprices
Bad criticism
Not enough loyal customers
Groupon?
Market Leader!
Protecting Market Share
Position Defense
Flank Defense
Preemptive Defense
Counteroffensive Defense
Mobile Defense
Contraction Defense
150 new employees every week!
relaxed, creative atmosphere...
over 11,000 employees to date - Facebook has only 3,000!
young, educated middle class bargain- or thrill seekers
new
local
original
quirky
fun
personal
mobile
e-mail
200 million globally!!
46 countries
30,000 deals a day
website
youtube channel
social networks
TV ads
... expiration dates...
new
exposure
technological means
market
Brand Dynamics Pyramid
Presence
Relevance
Performance
Advantage
Bonding
Strong Relationship
Weak Relationship
Do I know about it?
fastest growing company
high circulation of brand via word-of-mouth
Superbowl commercial, Ellen DeGeneres...
>>>> Very high brand awareness
Does it offer me something?
everyone wants to save money
fun, relaxing, entertaining things
>>>> Very desirable product
Can it deliver?
"customers love Groupon"
problems with expiration dates and small local businesses
efforts to fix kinks
Does it offer something better than others?
mobile app
easy to customize experience
focus on human interaction
first of its kind- large database
foresee new trends
Nothing else beats it
Over 500 similar sites started since Groupon
Andrew Mason estimates 8 large competitors
>>>> Groupon has remained on top
current
current
new
new
Product
Development
Market
Development
Diversification
Market
Penetration
"Look at the magazine covers in our lobby, which are there to remind you of the impermanence of success".
- Andrew Mason
More advertising
Work on fixing problems
– expiration dates
- too many orders etc.
Continuously simplify process
– browsing, paying, using
Coupon that never expires
(for Walmart or Albert Heijn)
Andrew Mason fired 2 months ago
Accounting mistakes
- failed to include huge marketing costs
- way overestimated profit
Stock price declined by 77%
“Groupon Goods”
– but actually made
by Groupon that can
always be ordered from the site
What should be Groupon's next move?
Order advertising tools
and get advertising help
– target current businesses
Expand to more countries (only 46 of 196 countries a.t.m.)
Tailor to...
age groups:

groups:
special coupons for teens or seniors
moms-to-be, different relationship statuses
Launch advertising
business in a new country
Create a Groupon chain store
in new countries, with all
discounted products
15
15
30
Amazon
Google
American Express
Market Leader Strategies
Expand Total Market
Defend Market Share
Expand Market Share
be innovative
Full transcript