Marketing plan developed as the final project for BUS 200 Principles of Marketing. The class was tasked with creating a new product for one of the 2016 Top 100 Brands. We decided to create a donation round-up system for PayPal in order to leverage their large user base and social welfare focus. As team leader, I was responsible for planning meetings, coordinating deliverables, editing the final product, and creating the PowerPoint presentation.

1. Donation Round Ups
Danielle Barsanti, John Beuhler, Tara Gartner, and Keaton Averman

2. Intro
 Small technology firm in California
 Started in 1998
“…committed to harnessing the power of our people, technology and scale to
build a worldwide network for good that inspires and enables everyone... to take
action...”
 Charitable acts
 PayPal Giving Fund
 Holiday Giving
 Social Innovation
 202 countries and regions; 25 different currencies
 192 million accounts world wide
 Services small businesses, online merchants, and individuals

3. PayPal Holdings (SBU)
 Leading online payment service
 Involved in holding funds
 Responsible for customer security
 Main goal: insure safety and privacy

4. Current Marketing Situation
 Middle to upper class
 18-55, educated
 Comfortable with technology

5. SWOT & Opportunity Analysis
Strengths Weaknesses Opportunities Threats Trends
• Accessible
• No Account
Required
• Support from a
Large Amount of
Websites
• Quick Payments
• Over Twenty
International
Currencies
Compatible
• Focus on
Security
• Online Scams
and Fraud
• Frozen
Accounts
• Withheld
Funds
• People Wary
of Online
Payments
• Online
Shopping is on
the Rise
• Variety of
Payment
Methods
• Working with
Outside
Software
Companies
• Room for
Further
Donation
Services
• Hackers and
Scammers
• Costly Anti-
Virus Software
• Customer
Settlements
• Increased
Competition
• Online Shopping
• Environmental
Awareness
• Charity
Participation

7. Application

8. Our Proposal...
 Round Up Service
 Consumer Convenience Focus
 No amount is too small

9. "Increase the volume and scale of
charitable giving around the world."
- PayPal

10. User Round
Ups
Effective
Change
Advertising
Increased
Users
Transactions

11. Target Market: Bull's-Eye

12. Target Market: 2nd Ring

13. Target Market: 3rd Ring

14. Marketing Research
 Customer Survey
 Donation Participation
 Attitudes towards PayPal
 Preferred Charities
 Demographic Information
 Research Competitors who Currently Use a Round-Up Service
 Customer Interviews
 Focus Group Testing
 Opinions on Other Services
 Suggestions for Improvement

15. Marketing Mix: Product/Service
 Service
 Via current platform
 Small charitable donations
 Features
 Round Up Amount
 Charity Choice
 PayPal Giving Fund

16. Marketing Mix: Place
 Current Online Platform
 Point of Sale opt-in

17. Marketing Mix: Price
 Value Based Pricing
 the customer has a perceived value for the service
 Customers choose value
 Round up to perceived value of donating
 Targeted at user preference
 Goal: Perfect Price Discrimination

18. Marketing Mix: Promotion
 Direct Marketing
 Consumers
 Business to Business
 Public Relations
 Advertising
 TV
 Online

19. Budget
 Mobile Application Development
 $100,000
 Website Development
 $55,000
 Advertising Campaign
 $350,000
 Total: $505,000

20. Implementation Controls
 Feedback
 Number of users donating
 Total charitable donations via Round Ups
 Real-world impact of donations
 Evaluation Process
 Initial rollout to target market users
 Full release post test period
 1 Year Review

21. Performance Objectives
 Within the first year...
 3% of total PayPal users donating via roundups
 0.05% of transactions accompanied by donations
 10% of PayPal Giving Fund donated via roundups

22. Company
Profits
User
Satisfaction
Social
Welfare
Donation
Round Ups

23. Questions?