Presentation on E- Marketing campaign on ebay

1. Presentation on eBay
Presented by:
CORPOCRACY
MBA, 4th Batch
Department of Marketing
Jagannath University

2. Introduction
• eBay is an American multinational Internet
consumer-to-consumer corporation was
established in 1995 by Mr. Pierre Omidyar
• It has the capacity of a kind to buy and sell online
and safely. EBay started as a "pet project" and
eventually mastered in electronic trading.
• Any client of EBay who has a Direct Debit facility
with him/her, which is a symbol that enables any
person to register and start buying or selling.

3. EBay Segmentation
Geographic Segmentation
• E-Bay segments the market based on the nation.
• For example: the apps will suggest the most
popular products such as the clothes, shoes and
accessories are in the front page for American.
• With millions of buyers and sellers worldwide, eBay
offer it’s localized sites in following markets:
Asia Pacific: Hong Kong, India, Malaysia etc.
Europe: Austria, Belgium, France etc.
North America: Canada, United States

4. Demographic Segmentation
• Generally targets a very wide range of
demographic, largely based on typical Internet
users
• Majority eBay users have an average age of 35
and above.
• In terms of gender, both male and female users
are almost as equal much with 53% of them is
male.
• Majority of the eBay users has an average income
of $50k-$75k per year
EBay Segmentation

5. ebay Segmentation
Major Product Category’s Segmentation
• Collectibles
• Electronics
• Entertainment
• Clothing
• Motor vehicles

6. ebay Segmentation
Business Model of eBay
1) Seller uploads the picture and description of the
item to be sold.
2) Sale ends at predetermined time.
3) High bidder and seller contact each other and
make arrangements of shipment.
4) Buyer sends funds to seller {money order, check,
PayPal}, seller sends goods.
5) Buyer and seller then grade each other through
feedback forums

7. E-Marketing campaign
• Online advertising
– promotion with key word search
– Affiliate marketing
– You tube
• Social media marketing
– Social network
– Blog marketing
• Catalog marketing
• Email marketing
• sponsorship
• Broadcast advertising
• Sales promotion

8. Current Online Campaign
Free-Listing Promo for Selected Sellers: allows
eligible sellers to list up to 25,000 items in select
categories and pay no insertion fees.
eBay Bucks: designed to reward eBay members for
purchasing items on www.ebay.com. eBay Bucks
Certificates are provided based on Qualifying
purchases.

9. Current Online Campaign
eBay Coupons: eBay offer different amount of
discount on selected products to its buyers.(10% on
electronic, 12% on fashion, 20% on beauty and
fragnece etc.)
eBay Power Seller: EBay Power Seller program is
introduced to increase the total quality sell through
eBay auction site. Power Sellers get special benefits
from eBay.

10. Current Online Campaign
eBay Daily Deals: Items are offered with free
shipping and heavily discounted prices, are sold for 24
hour Duration.
ebay Online Video Campaign: EBay post different
ads or videos on different websites especially on You
Tube with different massages. Recently post a video
with a high voltage message “Want it, Get it”.

11. Goals for designing e-marketing
elements of e-Bay ……
Drive traffic
Capture leads
Convert into customer
Create repeat and referral business

12. E-marketing elements …….
 Design matter
 Strategic content
 Make it simple
 Teach the visitors
 SEO

13. eBay marketing mix elements
 PRODUCT.
 PRICE.
 PLACE.
 PROMOTION.
 PROCESS.
 PHYSICAL EVIDENCE.
 PEOPLE

14. • ebay offers a marketplace
for the sale of goods and
services. It also provides
online payment and
communication services to
individuals and businesses.
• Products on sale at EBay
include millions of
collectibles, décor,
appliances, computers,
furnishings, equipment
vehicles and other
miscellaneous items are
listed, bought, or sold, daily.
• Participants, who list an
item on EBay, are charged
an insertion fee.
• A final sale price fee is
charged to a seller at the
end of an auction. This fee
generally ranges from 1.25%
to 5% of the final sale price.
• Sellers pay a fee for
additional listing options to
promote the item, such as
highlighted or bold listing.
eBay Marketing Mix Elements
Product Price

15.  EBay provides an
international site visibility
feature which allows some
listings created on EBay.com
to be posted on
international sites (such as
the U.K. site).
 Buyers on these sites will
see the listings exactly as
you originally post them on
the U.S. site
 There are EBay Coupons,
EBay discounts, EBay
Promotional codes, and an
EBay bargains page at
DealTaker.com
 EBay Radio provides traders
and EBay community
members with the latest
news and views from
around the EBay world and
covers major EBay events
like the annual EBay Live
Conference
eBay Marketing Mix Elements
Place Promotion

16. • EBay provides helpful
information to facilitate the
use of its services at EBay
University
http://pages.EBay.com/selle
rinformation/starting/unive
rsity.html.
Physical Evidence
The EBay, Inc
headquarters is located at
2145 Hamilton, Ave, San
Jose California.
John J. Donahoe is the
President & Chief Executive
Officer
 Pierre Omidyar is Chairman
of the Non-Executive Board
 BobSwan is Senior Vice
President
 Scott Thompson is
President of PayPal
eBay Marketing Mix Elements
Process People

17. SWOT Analysis
To better asses EBay Viral marketing recommendation is a SWOT
analysis performed for the variables that affect them and their
position in the online market identification.
Strengths
 It has a strong brand image.
 Extensive product line offers everything.
 Strong sense of community among online users, and among
his own employees.
 eBay encourage teamwork and expects his employees to
open, honest.
 eBay people can communicate with similar interests, talk,
and share information .
 The "Feedback Forum.

18. SWOT Analysis
Weaknesses
 Limited control over the fraud and problems that may arise
as a result of daily transactions on ebay.
 False issues, fake sales, and stolen products through the
EBay site can really weaken the company's standing, trust
and honesty.
 Technical problems and service disruptions.
 Business model is easily replicable.

19. SWOT Analysis
Opportunities
 Growth of the internet and international market access.
 There are still opportunities in current markets potential
consumers that have not discovered the benefits of online
auctions.
 Acquisition of other online auction sites .

20. SWOT Analysis
Threats
 Increasing number of competitor such as Amazon.com,
Yahoo.com
 Bargaining power of suppliers.
 Substitutes product or services such as b2b, b2c service
providers.
 Increasing competition from Amazon and yahoo.
 No barrier to entry in the industry.
 Buyer-seller frauds
 Technology failure or/and change

21. Improvement Areas of eBay
• Public Service Advertising -
Advertising for Social
Causes.
• Celebrity Advertising.
• SMS Advertising.
• Free gifts.
• Offer repeat-buyer
discounts and other
promotional coupons.

22. Continue…
• Introducing PayPal.
• Enter the air ticketing
markets by PayPal.
• Fraud prevention system.
• Software development.
• Improve the security,
efficiency, and adaptability.

23. Issues of privacy & trust …..
 Expand value added services.
 Major focus on trust and safety
programs
 Maximum transparency.
 EBay's tackle of security
 Fraud protection program- coverage of
users up to $2OO.
 Neutral dispute resolution options.

24. Conclusion …..
eBay virtually monopolizes the online auction market,
due to their large network value, extremely low costs,
reputation for security, and efficient operations. These
advantages should ensure EBay’s continued domination
of online auction sin the future. As long as EBay
continues to aggressively maintain its community and
reputation of security, twill dominates the online auction
market.

25. THANK YOU