MARKETING GROUP

INFINITY MARKETING GROUP MASHALOT

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Table of Contents

Executive Summary ________________ ____________________________________2

Internal & External Environment___________________________________________3

Mashalot Profile__________________________________________________4

What is the Market?

Market Analysis_____________________________________________6

Current Marketing Mix Position_________________________________8

Key Market Trends___________________________________________9

Competitors Marketing Mix Position_____________________________13

Mashalot’s Competitor Analysis________________________________15

Target Market & Strategy________________________________________________24

Marketing Objectives_____________________________________________25

Mashalot’s Target Market__________________________________________27

Marketing Mix___________________________________________________30

Product Strategies_______________________________________________31

Product Development_____________________________________________35

Place Strategies_________________________________________________38

Promotional Strategies____________________________________________39

Implement & Control___________________________________________________51

Action Plan_____________________________________________________52

Time-Line______________________________________________________53

Budget________________________________________________________54

Metrics________________________________________________________56

Addendum___________________________________________________________57

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Executive Summary

Mashalot is a corporation located in Minneapolis, Minnesota. Mashalot provides

its users with the most competitive sales in the area right to the convenience of a

cellular device. Mashalot currently has one employee, the owner, and several

contractors who give maintenance to the app. This lack of proper staff has caused the

app to have several issues with glitches and lack of flow within the apps menus. The

most difficult challenge Mashalot faces is generating both users and content for the app.

Mashalot’s internal strengths, weaknesses, external opportunities and threats served as

the foundation for the development of this strategic analysis and marketing plan.

Mashalot’s current mission statement is to generate the most amount of users in the

least amount of time. This plan strategically manages Mashalot’s mission and

emphasizes on generating Mashalot the new users and content it needs while attaining

worldwide brand awareness.

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Internal &

External

Environment

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Mashalot Profile

Mashalot is a relatively well known App. It is a social shopping app. It has been recognized by various celebrities and media. Among them, the biggest names of celebrities were Paris Hilton and The Kardashians. Mashalot made headlines with its October 2013 media blitz where the app was found featured in “13 best shopping apps”.

Founder John Marino’s vision is to generate the largest amount of users in the least amount of time possible. The company was founded in 2011 and since then it has gain various media attention and celebrity recognition.

Mashalot currently has only one employee registered on it. The company is valued at around $80,000. Currently, Mashalot has its hosting being done by Amazon. Past Marketing Campaigns consist of Mashalot trying to tailor their services to their consumers. During the first year in which Mashalot was founded, Mashalot would get suggestions from their users to approach some company of their choice, in return Mashalot will approach these companies to generate some deals in which the user will benefit from.

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Mashalot Internal SWOT Analysis

Strengths Weaknesses

Mashalot has the Kardashians Mashalot App is severely suffering from lack of content

Mashalot has overall good recognition nation wide

Mashalot has had a difficulty generating new users

App is positively reviewed App has difficulty being stable (several bugs)

Several big YouTube members are familiar with the brand.

Mashalot has no cross platform adaptability

Mashalot Logo:

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Target market:

Mashalot’s target market is female iPhone users between the ages of 13-24. Of

the 320 million people who live in the United States 51% are between the ages of 13-

50.35 Of the 163 million between the ages 13-50, 25% have an iPhone.36 The total

market for IOS applications in the United States equals 40,891,484. 49.61% of those

13-50 year olds are female and 70.86% of that number is over 24. The portion of the 40

million market that Mashalot can receive is 5,911,418 people.35

34,980,219

Our Slice, 5,911,265

Market Size: Total = 40,891,484

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Target Market by Region:

Mashalot’s portion of the market can then be further broken down into regions.

17.6% of this demographic live in Northeast United States. 21.2% live in the Midwest

United States. 23.6% live in West United States. Lastly 37.6% of this demographic live

in Southern United States.35

Northeast US1,040,409

Midwest US1,253,220

West US1,295,094

South US2,222,693

By Region: Total = 5,911,265

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MARKETING MIX

Mashalot’s Current Position in Marketing Mix

Currently Mashalot competes primarily on price and different promotions. The

app is free and therefore competes with other pricy shopping apps. Through the app,

users can find deals through the users they follow. Mashalot also competes on

promotion because users can find better shopping deals.

Mashalot

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Key Market Trends

Economic Environment

GDP

o Since the launch of Mashalot, the economy has been steadily growing

since the 2008-2009 recession. GDP has made slight increases in the last

four years. The largest jump was from 2013 to 2014. Fourth quarter has

been the strongest quarter for GDP in each of the last four years. Personal

Consumption expenditures in the services of GDP have grown with that

national GDP since launch.93

Personal Income

o The wages and salaries of consumers has also seen a slight increase in

the last four years. There was a 4 percent change of income from 2011 to

2012 as well as from 2013 to 2014. 2012 to 2013 saw a 3 percent

change.94

Technological Environment

Smartphones

o The worldwide market increased 27.2 percent in third quarter year over

year. That has equated to 335 million units shipped.90

o The worldwide smartphone operating system market share shows that

iOS holds 11.7 percent of the smartphone market. This puts them in a

distant second to market share leader Android which holds 84.4 percent of

the market as of 3Q 2014. Other distant operating systems are Windows

Phone and Blackberry which together own 3.4 percent of the market

share.90

Social Media

o A similar social media, Instagram, has been estimated at having about

180 million monthly active users.

o Instagram was purchased by Facebook in April of 2012 for $1 billion in

cash and stock.91

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o The 2014 Iconosphere Conference, a series of lectures sharing

Iconoculture’s analysis and predictions of social and cultural trends, was

held recently in Chicago.22

Trend #1: Households have shifted from a linear, predictable life progression to a

non-linear, unpredictable one. In the next ten years we are bound to see quite the

change in relationships, style, economics, politics, and career options and choices. We

are bound to see this because we live in the generation of change and everyone coming

up sees change as a constant thing.20

Stereotypes and traditional segmentations will become less and less useful. The

ability to quickly change and speak to multiple, diverse audiences will be the

strategic leverage that drives success. The primary focus will need to be on

common interests and values rather than product features, demographics or

behavior.21

Trend #2: Households are making brand decisions very differently today than just

ten years ago. The access to information, the ability to create content and the ease of

sharing anything is unprecedented. And the role of children in these household

decisions is increasing as well. Children have more say in home decisions now

compared to past years. Loyalty is no longer an individual construct, but a family one.21

Millennials in Adulthood

The Millennial generation is blazing a trail into adulthood. Now ranging in age

from 18 to 33. To give an example of who they are and what they are like, they

are unattached to organized politics and religion, they are so linked by social

media, burdened by debt, distrustful of people, in no rush to marry— and

optimistic about the future. 108

They are also America’s most racially diverse generation. In all of these

dimensions, they are different from today’s older generations, such as the baby

boomers. 108

Millennials’ liberalism is apparent in their views on a range of social issues such

as same-sex marriage, interracial marriage and marijuana legalization. In all of

these issues, they are more liberal than their elders. 108

This generation’s religious views and behaviors are quite different from older age

groups. They are less likely than older generations to be affiliated with any

religion, they are also less likely to say they even believe in God. An astonishing

58% say they are “absolutely certain” that God exists. 108

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Digital Natives

They have also taken the lead in seizing on the new platforms of the digital era—

the internet, mobile technology, social media—to construct personalized

networks of friends, colleagues and affinity groups.108

They are “digital natives”—the only generation for which these new technologies

are not something they’ve had to adapt to. Not surprisingly, they are the most

avid users. 108

Millennials are also distinctive in how they place themselves at the center of self-

created digital networks. 55% have posted a “selfie” on a social media site; no

other generation is nearly as inclined to do this. Indeed, in the new Pew

Research survey, only about six-in-ten Boomers and about a third of Silents say

they know what a “selfie” (a photo taken of oneself) is—though the term had

acquired enough cachet to be declared the Oxford Dictionaries “word of the year”

in 2013. 108

Among Millennials, women are more likely than men to have posted a selfie

(68% vs. 42%).19

However, amidst their fervent embrace of all things digital, nine-in-ten Millennials

say people generally share too much information about themselves online, a

view held by similarly lopsided proportions of all older generations18.

Social & Cultural Environment

Sustainability- the ability to maintain or improve the societal, ecological and

economic spectrum. This is a huge trend that is influencing societies, industries

and politics all over the world. Since the recession, economic sustainability is on

top of everyone’s list. However, it cannot be seen as an isolated problem as it is

also intertwined with the other aspects of sustainability. 17

Uncertain Times- We live in uncertain times as many of us know or believe.

People’s minds are focused on global warming, overpopulation, terrorism etc. We

don’t know what is going to happen next, and how long the uncertainty is going to

last. This uncertainty has many profound social psychological effects that may

change consumer behavior completely. 17

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Blurring Reality-Over the past decade our perception of what is real (and what is

not) has blurred. This is partly due to new technology and globalization that

brought the world things such as Photoshop and plastic surgery or things like this

from China. People have begun to experience a declining trust in the messages

of corporations and politics. Although consumers seem to long for trust, realness

and authenticity, this is only partly true. Society’s relationship with ‘fake’ and ‘real’

is so blurred. There is also a huge difference in perception across generations. 17

Visual Culture- We are in the middle of the rise of a new visual culture, created

by a young ‘visual’ generation. This generation grew up surrounded by a total

abundance of images. This generation thinks visually and learns in images. Their

way of working with images also differs from older generations. 17

Connected Society- The digitalization that has taken place over the past fifteen

years has fundamentally changed society. Everything and everybody is – to a

certain degree – connected. This has changed not only our behavior, but also the

fundamentals of virtually every organization. This trend is about people

connecting with each other, with products (and services) and with

organizations. 17

Health to Happiness- This trend comprises all the latest on our physical and

mental wellbeing in the 2010’s. Health, wellness and happiness are converging

into total wellbeing. People in the western industrialized world are demanding

quality of life and a healthy work-life balance. People are trying to slow down

their lives in a world where most things are going faster than ever. 17

Power of Play- Games and playfulness are everywhere around us. They have an

increasing impact on education, business and society in general. Technological

advances such as mobile phones (i.e. compact game devices) and intuitive

control have broadened and increased the gaming crowd. Everyone likes to play

and the reasons why are quickly becoming clearer. Game principles have proven

to be highly motivating – and sometimes even addictive. 17

Abundance- ‘The more the better’ has been the mantra for a long time, but things

have changed. The industrial revolution, mass production and the internet all

have contributed to a growing amount of both ‘things’ and ‘information’. We’ve

entered the era of abundance, research shows there is an ideal number of

choices, which is far lower than one might expect. Consumers feel overwhelmed

and need filters in this abundant world17.

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The Competitors: 1. Pinterest

2. Wanelo

3. Etsy

4. Luvocracy

5. Fancy

6. Polyvore

7. Imgfave

8. The Hunt

9. Spring

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Competitors Marketing Mix

Among Mashalot’s top competitors, this is where each lies in comparison to

where Mashalot currently lies. Mashalot competes on promotion and price currently

and most of its competitors compete on Product, Price, and Place.

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Strengths:

Visual content marketing is clear and simple

Shelf life is higher, content gets repinned

More likely to have the intent to buy something

Promoted pins is a good money maker 30% bump in money

Large female market 85% of Pinterest’s users38

Weaknesses:

Considered a site for women

Larger adult population than other competitive sites

Since anyone can pin anything it can also be filled with spam39

Opportunities:

Trying to appeal to men Don Faul, major Pinterest operations

head left company40

Threats:

Gender neutral search

Tapping into the male market

Multimedia connections, people are connected with Pinterest even without an account

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Strengths:

Save products to personal profile42

Appeals to both men and women

Simple and easy to use

100+ Nordstrom Stores have Wanelo displayed

Weaknesses:

You can’t buy products specifically on the Wanelo site, they have to be purchased offline

Opportunities:

Available on android and iOS

Mainly for mobile users43

Consumers can connect with retailers44

Threats:

It’s not trending

It’s old news

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Strengths:

More than 400,000 shop owners that use the ecommerce sight

Since it launched it has brought in 180.6 million dollars of merchandise

Focus on being community driven, human interaction

Weaknesses:

Sellers are considered a business even though they aren’t contributing to the economy

Lack customer demand, just sell cute things

Only sellers have profiles not the buyers

Opportunities:

Going public IPO 1.5 million worth of shares46

Packaging- more consumers want high end packaging

Government programs-certain profits benefit countries or programs

Linking to other social media outlet

Threats:

Emerging sights where buyers have profiles

Going public can change the focus

Sellers will go on own once they get enough customers47

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Strengths:

Simple and clean, easy to use

Profiles with collections that can be created

You can buy straight off of Luvocracy site

You can have a collections page

Weaknesses:

Glitchy, slow to load

Must sign in to view content and pilot website

Mainly female driven with hearts for loading symbols

Too much like Pinterest

Opportunities:

Fix technical difficulties

Mobile app is glitchy sometimes

Social media marketing

Threats:

Lots of faster websites that get to places faster

Competition

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Strengths:

Social and ecommerce site Earn "credit" on site by favoriting

items Gift cards available Available on iOS, Android, Amazon

Fire, Windows Phone and Google Glass

Can sell from the site

Weaknesses:

Currently sells niche items The products are very expensive Interface is difficult to use100

Opportunities:

Expansion to different types of product markets

Received $20mil more in funding Reaching people on the global

level.61

Threats:

Inconsistency on product image

You as the consumer will spend lots of

money because it is easy buy.62

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Strengths:

Trendy Made in America Broad appeal to both bloggers and

marketers

Weaknesses:

Brand Awareness Lack of Variety So much style not enough time Hard to get noticed on the site

Opportunities:

They can add more applications to the website to help compliment their products

Social media marketing

Threats:

Very saturated market Sudden change in taste and

preferences Increase in competition Product is poor quality101

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Strengths:

Connected to Tumblr, Facebook, Twitter, and Pinterest

Has amazing reviews Has gone global Clean and easy to use

Weaknesses:

People are not able to comment on favorited image

Not able to add multiple images to a collection at one time, you have to do it one by one

Android app is different than iPhone app, it doesn’t have the same features

People are not able to delete their photos or their account63

Targeted toward women, not many men use it

Opportunities:

When people post onto Pinterest, Twitter, Tumblr, and Facebook, it shows that it came from Imgfave, this promotes Imgfave because people want to see what it is

Threats:

Pinterest (closest competitor) added the option to add your own photos69

There are 50 alternatives to Imgfave70

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Strengths:

Mobile optimization Load when you are out and about Lots of cute items on the app Able to post a picture of an outfit and

let others help you find the items.

Weaknesses:

It always crashes Hard to use102 App is not clearly defined when new

account is made

Opportunities:

Can't see what you are following

No automatic refresh button

Threats:

Because it has more than one place of operations it is hard to use and if you are in the UK you cannot shop because the stores are in the US

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Strengths:

Raising $7.5 million in capital Seamless interface Jewelry is the #1 biggest seller Find the trends for the latest season

Weaknesses:

No shopping cart function Repetition in the feed with following

few people Need to build more of an audience Expensive Only available on IOS

Opportunities:

They work with upstart designers as

well as established companies

Become more popular

Threats:

Saturated market have to be different Work with Levi Use e-commerce site87

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Target

Market &

Strategy

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Marketing Objectives:

The Objective of Mashalot is the following:

Mashalot wants the most users and the most content in the shortest amount of time.

Measurable Marketing Objectives:

Monthly active users

Daily active users

Age and geographic location-target market

Average posts per day or month

Some ways to measure such things that are relevant and important to our Target Market are:

41% of cell phone owners are women social networking on their phones 6

55% of online shopping came from a mobile device 104

63.5% watch YouTube daily 106

71% of teens say YouTube influences culture 106

From doing research on when the best times and places to promote this app here is a detailed summary of where and when. To create the best “Opportunity-to-See” you will see best results on these particular social media sites at these times.

Twitter: Has its strongest engagement on weekends specifically for our Target Market so you will get the most reaches between the times of 1-3pm. 110

Facebook: Has its strongest engagement on weekdays specifically for our Target Market during the times of 6-8am and 2-5pm. 110

Pinterest: Saturdays for sure are going to be a prime day as well as Fridays after 3pm are best for fashion and retail 113

About Twitter and how to measure reaches and impressions:

288 million monthly active users 5

500 million Tweets are sent per day 5

80% of Twitter active users are on mobile 5

77% of accounts are outside the U.S. 5

Twitter supports 33 languages 5

21% are women users, 37% are ages 18-29 and high school age or less is 17% 6

Facebook:

Monthly active users 1,310,000,000 and 680,000,000 are mobile users 2

48% of 18-34 year olds check Facebook when they get up 2

28% of 18-34 year olds check Facebook before they even get out of bed 2

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77% of the users are women ages 18-29 are 87% and high school or less are 70% 6

Pinterest:

42% of the users are women ages 18-29 is 34% and high school and less are 22% 6

The most average time spent on Pinterest is 15.8 minutes this is the most as compared to our other options of social media 113

1.36 million views a day 113

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Target

Market

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I am East Coast Jane!

I go to an Ivy League

School and am now

hoping to land myself at a

job doing business where I

can someday become the

CEO.

I tend to be polished, more on the serious side, jewelry and handbags are my accessory. I go on YouTube daily and am enthralled with watching One Tree Hill and Gossip Girl. I along with 69% of the girls on the East Coast look to a magazine model for the perfect body image. I am currently in a relationship. I workout about 2x a week I do a mixture of Ballet and Yoga or Pilates.

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117

I’m Jane from the West Coast!

I do 55% of my shopping online or from a mobile device.

My preferred style is now called "California Cod", this is casual but

creative and chic I love to accessorize.

I work out at least 3x a week and my workouts consist of lots of cardio.

I eat healthy, I am an organic food guru and I would take a salad over a burger

any day!

I watch about 4 hours of TV day I stay caught up on Pretty Little Liars and

Vampire Diaries.

Even when I am watching TV I am on my phone, I barely ever put it down.

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Proposed Marketing Mix Position

Mashalot’s competitors compete near product because it is an app. The app is a

product itself and most apps are free. With product development, Mashalot can also compete on product while also sticking to it’s promotion position.

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Product

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Product Strategies

Core Product:

Being social with friends and brands about recent purchases and new found

deals and discounts.

Connecting with friends over mobile devices.

The application provides social shopping which is the main focus of the

application.

Actual Product:

An Apple iPhone application for mobile use.

Offers the ability to post, favorite and re-mash photos for the user’s followers

to see and interact with.

The product allows a user to share their own personal content and view posts

of other users that are followed.

Augmented Product:

The ability to create an identity through social networking.

Unique Value Proposition: Mashalot offers an application that allows its users to see

what their friends are buying, the deals they are finding, and where their friends are

making their purchases.

Mashalot currently only offers one application in its product line. With

additional Venture Capitalist funding another app can be developed for the

Android mobile operating system.

Development:

Mashalot will need to go through a redesign to better relate to the target

market. Currently the Mashalot logo is representing a market that is outside of

Mashalot’s target market.

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1. Color

According to a study done in 2003 by Joe Hallock, 9 percent of women chose

red as their favorite color71.

Blue is the top favorite color in women with 35 percent however this color is

more commonly associated with men which makes it less of an option to truly

target Mashalot’s target market. Blue is a more common color, relating to

most ages and genders which would not be focused enough for Mashalot’s

female target71.

The most notable difference between men and women in color is the color

purple. 23 percent of women stating that purple is their favorite color while no

men chose purple. By using purple as the primary logo color, it will be more

attractive and noticeable for women while they scroll through the App Store71.

Women are more attracted to softer colors rather than men who are drawn to

brighter colors. Women also have been found to prefer tints of colors rather

than shades.

A color that encompasses this research that would benefit Mashalot is one of

these soft, tints of purple71.

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2. Font

Certain fonts have the tendency to appeal more toward a gender than the

other. More rectilinear fonts appeal to more men and women prefer a curvier

font with more prominent tails.

When marketing toward women, sex appeal is often created by using softer,

curved fonts and choosing italic fonts increases that message74.

3. Additional Improvements

Design has gone toward a more minimalist look and feel. At its current state,

Mashalot is very busy with not much space. With the redesign, simplicity

needs to be taken into effect. Minimalism is stripping down design to the

essential elements. In this case, less is more.

This focus on minimalism in design is especially important for the user’s profiles, which are currently cluttered and confusing. These profiles need to make content easier to find75.

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Product Development

1. Fashion, more than just shopping

A product objective that Mashalot holds is the need to gain more

content within the application on a more consistent basis.

To increase a new kind of content, Mashalot should build a feature that

allows Mashalot users to follow specific blogs in the category of

fashion, health and beauty. This feature would be a swipe away from

the main feed. This would allow Mashalot users to scroll through recent

articles and blogs relating to them and read them from within

Mashalot’s application.

The posts would have the functionality to be “ReMashed” or favorite.

By interacting with these articles, they would make their way into user’s

home feed.

Mashalot users would be able to scroll through their feed to find their

friend’s new shopping adventure while also discovering the articles and

blogs that their friends have been following.

Possible Fashion websites/blogs

o Racked

o Teen Vogue

o Seventeen Magazine

o InStyle

o Glamour

o Etc.

2. Lists

The list feature is a valuable feature for Mashalot and needs to be

capitalized on to truly stand out as a differentiated functionality.

The lists should be properly featured on a Mashalot users profile for

their friends to see.

A user should be able to create as many lists as they choose and give

them a specific name for their use (i.e. B-Day Gift Ideas, Christmas

Wish List, and Future Shopping Haul). After a list is subscribed to, the

user should receive notifications when content is added or removed

from the list.

Information about other people’s lists can also be updated within the

main Mashalot feed.

3. Mashalot.com

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The current Mashalot.com is not being updated or representing the

target market. Mashalot.com needs to be helping Mashalot’s brand

image and play a role in increasing downloads.

Mashalot.com should turn into an informational splash page that

shows off the application features and gives the visitor links to the

App store for download.

92

This photo is an example of how Instagram handles their own website. It

contains a brief description of the application, large images of the app and

then the download links.

This website can also feature product videos and informative how-to videos

on how to use the product.

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Product Transformation:

Developed Core Product:

A complete social fashion experience with the latest blogs and articles

about the most recent trends alongside a feed of all your friend’s recent

purchases and shopping wish lists.

Connecting over mobile devices on multiple platforms (i.e. iOS and

Android).

Professional fashion, health and beauty content available in one app.

Social interactions with a friend’s personal content.

Developed Actual Product:

An Apple iPhone application for mobile use.

An Android smartphone application for mobile use.

Offers the ability to post, favorite and ReMash photos and articles for the

user’s followers to see and interact with.

Allows the user to share their own personal content and view other user’s

content.

A fashion blog reader for following the most popular blogging sites.

Create lists to categorize items or for other users to follow.

Receive notifications on new content added to the lists being followed.

Developed Augmented Product:

The ability to create an identity through social networking.

Opportunity for learning about fashion and style.

New Unique Value Proposition: Mashalot offers a complete social fashion and style

experience with the latest articles and blogs relating to fashion, health and beauty

available within the app to interact with, including posts by user’s friends and fashion

icons.

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Place Strategies:

Mashalot provides both a tangible and intangible product. Mashalot is able to

provide the tangible product through the iOS App store. Mashalot is available for

anyone and setting up a profile is no difficult task. Mashalot does so by the means of

Indirect Distribution. Although the App itself is available for download at all times, the

most benefited users will come from Selective Distribution during the sweepstakes of

the company.

Since Mashalot is an App and has no storefront, Mall of America will be where

Mashalot holds their sweepstakes for the summer months. Having these sweepstakes

taking place at the Mall of America. This will not only generate users from the high traffic

facility hosts, but also create brand awareness and associate the App with Premium

shopping that the Mall of America offers. Mall of America receives an average of 42

million visitors a year, of which 16 million are worldwide.115

Furthermore, Mashalot will also generate an ambassador program. This will help

generate more content for the most influential universities in the United States. At the

launch of the program there will be a total of 558 positions opened.116 This will also

create brand awareness across the United States. However, these individuals will not

be compensated in monetary means. The individuals will be compensated with resume

development as well as experience with the Brand.

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Promotional

Strategies

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1. Mashalot Media Buzz

In the social media world there are different hashtags for each day of the week:

e.g. #ThrowbackThursday, #ManCandyMonday, #TransformationTuesday,

#WomanCrushWednsday, etc. All these can relate to fashion in some way, shape, or

form. Creating new hashtags for the app Mashalot can help in building content.

Some Examples:

#MashMonday

#BargainBuy

#FashionFriday

#WednesdaysWeWearPink

#ootd or #ootn –Outfit of the Day or Outfit of the Night

These hashtags are not anything new but they can create content that users

want to engage in. The hashtags encourage users to be interactive with the app.

Tweets with hashtags receive two times more engagement than those without

hashtags.109

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2. Interactive Runway

To get people excited about Mashalot, a runway wall/window decals can be

dispersed through malls and transit stations throughout the country. The decal will be a

photo op for onlookers to take selfies at.

The decal will have the middle panel of the runway displaying Mashalot’s logo

like how designers showcase their brand. This way the runway will promote the brand

while still creating a fun backdrop for photos. A hashtag can be placed in the lower

corner to categorize the photos on social media.

Below is a mock runway.76

M ashalot

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3. SXSW-South by Southwest Conference

The South by Southwest is a music, film and interactive conference and festival

that brings both creative and professional groups together for discovery of new music,

indie films and one the verge technologies. This event is described as a launching pad

for new creative content in all these areas. It offers buzz-generating exposure across

the creative and business audience77.

In 2012 the SXSW entrepreneur-related events were merged into what is now

the Startup Village. This focused all the programming into one venue for convenience.

The Startup Spotlight is the event that Mashalot would apply to participate in. The event

is to spotlight a lineup of upcoming startups. This event is an opportunity to generate

buzz and potential investor interest.

78

The 2015 festival saw a general attendance increase of 6 percent. That was

84,385 registered participants. The interactive section of the festival saw a 3.1 percent

growth from the previous year with 33,825 participating79. The Startup Spotlight Party

has also been ranked as the fourth best attraction at the SXSW Festival by Advertising

Age95.

This event is only available on acceptance by the Startup Central Application

Review Board which features distinguished group of investors and industry experts97.

The application has a $55 fee and finalists are announced in early August for the next

year’s event. The due date for the application is Friday, June 26th 201596.

The primary focus of SXSW has been music however technology is a growing

interest among attendees. 20 percent have said that the reason for their attendance is

for emerging technology. Men tend to be more aware of SXSW than women (40 percent

vs. 31 percent) however in simply attendance numbers, just as many women attend the

festival as men do79.

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Some notable success stories from SXSW are the explosion of interest in Twitter

and the launch of Foursquare80.

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4. College Campus Marketing

This strategy selects students from various college campuses to be student

representatives. They will be ambassadors for Mashalot and promote the product

throughout the campus. It is important for a student to represent and create

awareness of the product because “students are more likely to trust fellow students with

whom they feel they have a lot in common.” Thus, it is important that a student is the

one promoting the app. These students will create online and in-person interactions that

will positively impact Mashalot.

It is important to target college age students because research shows that if

students are introduced to a brand in college and start using and associating

themselves with that brand, they will continue to use it in the future. This is also

important because these college students will influence friends from high school and

younger siblings81

Some of the colleges that will have ambassadors are among the most

influential colleges in America82

1. Harvard

2. Columbia University

3. Massachusetts Institute of Technology (MIT)

4. Princeton University

5. Stanford University

6. New York University

7. University of California-Berkeley

8. University of California-Los Angeles

Other colleges that receive the most applications from new students

include:

1. University of California-San Diego

2. University of California-Irvine

3. California State University-Long Beach

4. University of California-Santa Barbara

5. St. John’s University New York

6. San Diego State University

7. University of California-Davis

8. Pennsylvania State University-University Park83

These colleges are chosen because they are the most influential and popular in

the United States. This means that once the app is promoted throughout these

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campuses, other colleges will follow the trend. They will influence other colleges

throughout the United States.

Ambassadors will be found and chosen through their presence on social media.

These ambassadors will be monitored to make sure that they are effective. They will be

reimbursed whether with money, college credit, free merchandise from Mashalot, or

with services such as job counseling, resume writing and polishing, and

recommendation letters. Because students’ interests and effective ways to reach them

change often, Mashalot will have to be flexible with their ambassadors so that they can

reach the ever changing market of college students84.

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5. Contests

Contests are a fun and scalable way to build content for a product. They also

provide a way for a brand to engage and develop a long-term relationship with their

customers. For each contest, goals need to be determined, parameters need to be

outlined, the contest needs to be easily accessible and promoted well, and the method

of choosing a winner needs to be laid out clearly.85

Sweepstakes increase the amount of social media followers as well as help the

company meet its objectives. They can cause the amount of social media adoption and

participation to be accelerated, they can increase brand awareness, drive product and

service usage, and recognize and reward customers or prospective customers.

Steps that need to be taken when creating sweepstakes are very similar to

creating a contest. These steps are to follow the law, decide what kind of sweepstakes

to have, decide what technology the sweepstake will use, chose a prize for the winner

that matches the effort the contestant had to put in order to enter, promote the

sweepstake, and then choose and promote the winner86. Mashalot will have several

different contests. Each contest will have a specific tag to go along with it, which

Mashalot will have to create in order to be used in the contests.

1. The first contest will be a type of sweepstakes. This will require

contestants to create an account on Mashalot and post their most recent

shopping find on Mashalot with the tag #MashalotSweepstakes.

Each person who creates a profile and posts a picture with this tag

will be entered into a drawing for a $100 visa gift card. The winner

will be drawn randomly.

2. Another contest will be a where applicants post a picture of themselves

with a runway, whether it is the runway background that Mashalot will

have set up or a different way.

They will have to post this picture on Mashalot and share it to

Facebook, Instagram, or Twitter with the tag #MashalotRunway.

The winner will be chosen by a specified employee of Mashalot

based on whoever has the best and most creative runway picture

that fulfills all the criteria laid out.

The winner will receive an iPad mini. Mashalot will also announce

and promote the winner over social media.

3. A contest to create brand awareness will be held where contestants post a

picture of the Mashalot logo, whether it is a selfie with one or the logo

made out of something creative.

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They must post the picture with the tag #SocialShopping on

Facebook, Instagram, or Twitter.

There will be two winners for this contest. One will be whoever has

the most likes/favorites on other social media platforms, the other

winner will be chosen by a Mashalot employee based on the most

creative entry. This contest is to create and spread brand

awareness.

The winners will each receive a $100 visa gift card.

4. During Halloween there will be a contest of who has the best Halloween

costume. It will be organized just like the past contests where the person

will post a picture of their Halloween costume and link it to Facebook,

Instagram, or Twitter with the tag #MonsterMashalot.

Whoever has the most likes/favorites on these social media

platforms will win a $150 visa gift card.

These contests will encourage those using Mashalot to participate

and invite their friends to like/favorite their pictures so that they can

win. This might even cause their friends to participate themselves.

5. Mashalot will hold an Easter outfit contest where contestants will post their

best Easter outfit on Mashalot with the tag #EasterMash.

The person entering this contest will have to say where they

purchased their outfit below the picture.

Their information will be entered into the contest and a Mashalot

staff member will chose the best Easter outfit.

The winner will receive an Easter basket from Mashalot.

6. Black Friday Selfie contest will be held two days before Black Friday until

a week after Black Friday. This contest will require contestants to post a

selfie with their best Black Friday deal telling where they bought it from

and the tag #DashTillYouMash.

The best deal with the most creative selfie will be chosen by

Mashalot staff and receive a $50 visa gift card.

The winners will also be promoted on Mashalot and connecting

social media sites.

7. Leading up to Christmas, Mashalot will hold a contest for contestants to

take a picture of their biggest Christmas wish and post it to Mashalot and

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link it to Facebook, Twitter, or Instagram. They will have to use the tag

#ChristmasMash.

This contest will also have a Mashalot employee pick the winner.

This winner will receive $100 dollars to go toward their Christmas

wish.

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6. Search Engine Optimization

Google AdWords offers Mashalot an opportunity to be seen more often from

sponsored Google searches. These sponsored searches appear based on set

keywords that are being searched for. This means that potential customers are the ones

that will see the advertisements. These ads can be tailored for specific geolocations if

an area wants to be targeted. These advertisements will connect people from across

the country as well. Each advertisement would be available on the web, mobile phones

and tablet88.

89

A benefit of using Google AdWords are the measurable tracking that is provided

from Google. These metrics include how many notice the ad, what percentage click on

the website or call88.

The advertisement that is seen can be created just to the liking of Mashalot.

There is a title link, then two lines of additional text that can be made. These ads will

appear above or next to relevant searched that are being made on Google88.

An attractive part about using Google AdWords is that the cost is strictly

determined on how many clicks Mashalot receives. If no one notices the ad, Mashalot

pays nothing. The cost is determined by setting your own budget88.

The first step in creating an AdWord promotion is setting the daily budget. After

that the target audience can be adjusted. For Mashalot the whole United States would

be best. An important part of creating an AdWord promotion is setting the most relevant

keywords that represent Mashalot88.

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This promotion will last all year. With a daily budget of $25 per

day or approximately $9,125 for the whole year. Google guarantees

207 or more clicks and 192,000 impressions with this budget. This will

continue to give brand awareness for Mashalot as well as push 207 or

more clicks to the website that will lead to downloading the app.88

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Implement

& Control

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Action Plan

This plan of action is to create more brand awareness for Mashalot to stimulate for installs and increase the number of users actively participating on the app. Through this plan, Mashalot’s content will increase as well.

Step One: Redesign and rebrand the application to better connect with the target market.

o This would be to build off the suggestions given in the redesign section of product development. The name can stay the same but the look and feel of the whole app needs to be updated to fit the needs of the target market.

o This includes revamping the website to be a portal for downloading the app.

Step Two: Build new features to expand the purpose of the application. o Once the redesign gives Mashalot a high-end feel, more features need to

be added to capitalize on this relaunch. This includes adding the fashion, health and beauty blogs and articles as a new discovery feature, beef up the list feature that is fairly hidden in the current version of the app, and update the profiles to be more organized and display relevant information in a better way.

Step Three: Begin Pay-Per-Click advertising through Google AdWord. o This will begin to create impressions through relevant Google searches

and guarantees a couple hundred clicks daily to the website.

Step Four: Hire Ambassadors for college campuses to share and endorse the newly updated app.

o These Ambassadors will be hired across multiple college campuses in the United States to create some word-of-mouth marketing.

Step Five: Create multiple social media promotions over Mashalot, Facebook, Twitter, and Instagram

o These are to initial interactions with users online as well as attracting new ones. Multiple promotions have been outlined that will take place throughout the whole first year at Mashalot.

Step Six: Advertise in the Mall of America skyways o The Mall of America holds all of what Mashalot stands for: shopping,

fashion and friends. By advertising here Mashalot could gain more brand awareness in a relevant place with people from across the world visiting.

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Budget

ROI Calculations with Explanation

The total amount of females that can be calculated for the campaign are

9,963,694 worldwide with a guaranteed 5% of subscribers. Total amount of new

users will be 498,184. With a total of $169,014 in Campaign spending, Mashalot

will be able to generate 3 users for every one dollar spent (3:1). Aside from

having these users join Mashalot, the company will also attain worldwide

recognition. Mall of America is the #1 Shopping destination in the United

States.58 40% of their visitors are from outside Minnesota, making the total

number of potential newcomers to the brand awareness 16,800,000.58

The Expenses for the campaign were calculated with the Mall of America

Lease Documents60. The costs for the renting of the skyway systems are

$32,000 for all of the skyways per month.60 Mall of America also leases out their

transit vestibule for advertisement. The leasing cost for this space is $10,000 per

month.60 Since Mashalot will be using these leases for four months, we can

conclude the total cost for the campaign at Mall of America will be $168,000.

Mashalot will also host a series of Sweepstakes. On these events,

Mashalot will be giving out various prices to its users. The prices consist of a

series of Visa gift cards and an iPad mini. The appropriate values for each

sweepstake are as follows;

Sweepstakes, $100.

Mashalot Runway, iPad Mini ($364).

Logo Contest, $200 (two winners of $100).

Halloween Contest, $150.

Easter Contest, $50.

Black Friday Contest, $50.

Christmas Contest, $100.

The total amount for the expenses on the prices of the sweepstakes will be

$1015.00

Mall of America receives about 42 million visitors a year, 40% of which

are from outside of Minnesota. Mall of America total market is 83,383,408

individuals. From those individuals, 19,815,871 are minors.58 Given that the

world ratio is 1.1 male to 1 female49 the total market that Mall of America offers

Mashalot is 9,907,935 female minors. Aside from Mall of America, Mashalot will

also conduct and Ambassador Program within the nation’s most influential

Universities. These Ambassadors will help generate content for the University as

well as help promote the brand. The following list consists of the Universities as

well as their female population for undergraduates:

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Harvard University, 5,267.50

Columbia University, 3,786.51

Massachusetts Institute of Technology, 2,042.52

Princeton University, 2,603.53

Stanford University, 3,528.54

New York University, 13,546.55

University of California Berkeley, 1,3469.56

University of California Los Angeles, 11,518.57

The total market for the Ambassador Campaign will be 55,759 undergraduate

females.

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Metrics

When monitoring the current state of the application on any given day there are

metrics that should be considered. These metrics each offer unique data to give

Mashalot a snapshot of where there users are and how they are using the app. Tracking

these metrics will give insight which helps in making key decisions about driving growth

on the app. 90 percent of developers have implemented a third party analytics SDK into

their app to track this data. Some key metrics to follow are listed below98.

Installs:

1. Tracking installs of the app is an easy figure to track. Most app stores (i.e.

the Apple App Store, Google Play) track the number of installations for the

developer. This number is a good starting point for how effective certain

marketing strategies have been and the reach that is taking place.

Session length

99

The engagement a user has in the app is an important metric to understand. If

users are spending large amounts of time in the app, they are most likely fans of

the app and want to continue using it. If the session lengths are very short the

user must be having issues. These could be performance issues (app crashes)

or just lack of interest in the app.

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Addendum

1. http://www.adweek.com/socialtimes/best-time-post-twitter-facebook/500286

2. http://www.statisticbrain.com/facebook-statistics/

3. http://www.statisticbrain.com/twitter-statistics/

4. http://www.fastcompany.com/3036184/how-to-be-a-success-at-everything/the-best-and-

worst-times-to-post-on-social-media-infograph

5. https://about.twitter.com/company

6. http://www.pewinternet.org/2015/01/09/demographics-of-key-social-networking-

platforms-2/

7. http://www.adweek.com/news/advertising-branding/new-social-stratosphere-who-using-

facebook-twitter-pinterest-tumblr-and-instagram-2015-and-beyond-1622

8. https://www.pinterest.com/pin/234257618087475827/

9. https://www.thinkwithgoogle.com/products/youtube-demographics.html

10. https://tubularlabs.com/blog/demographics-on-youtube-males-and-females-18-34/

11. https://about.pinterest.com/en/advertising-rules

12. http://www.copyblogger.com/pinterest-marketing/

13. http://www.mcngmarketing.com/how-to-advertise-on-pinterest/#.VSMFf0JX_ww

14. http://www.tintup.com/blog/how-to-use-pinterest-to-promote-your-business/

15. http://marketingland.com/library/pinterest/pinterest-business-use-advertising

16. http://marketingland.com/5-pinterest-strategies-drive-big-traffic-117359

17. http://www.trendsactive.com/#!/our-trends/societal-trends/ 18. ( Lee and Barry Wellman, 2012, “Networked: The New Social Operating System,”

MIT Press, April. ↩ Data were collected a week before the March 2 Academy Award telecast that featured a “selfie” that Host Ellen DeGeneres took with a group of movie stars. The record-breaking tweet got more than a million retweets in an hour and was

widely covered in the traditional media. ↩)

19. http://www.pewsocialtrends.org/2014/03/07/chapter-2-generations-and-issues/) 20. http://www.callahancreek.com/state-of-consumer-research-2014-3-key-social-

and-cultural-trends 21. http://www.callahancreek.com/state-of-consumer-research-2014-3-key-social-

and-cultural-trends 22. The 2014 Iconosphere Conference 23. http://blogs.constantcontact.com/best-time-post-facebook/ 24. http://smallbusiness.foxbusiness.com/marketing-sales/2013/11/14/6-steps-to-

promoting-your-small-business-on-facebook/ 25. http://www.marketingdonut.co.uk/marketing/online-marketing/social-media-and-

online-networking/action-list-how-to-use-facebook-to-promote-your-business 26. http://www.wordstream.com/blog/ws/2013/04/15/facebook-marketing 27. http://www.pcworld.com/article/243138/how_to_promote_and_maintain_your_fac

ebook_business_page.html 28. http://hackerspace.lifehacker.com/10-useful-tips-to-promote-your-business-on-

facebook-1468255177 29. http://blog.3dcart.com/wp-content/uploads/2013/10/fancylogo.jpeg

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30. http://marketingland.com/wp-content/ml-loads/2014/10/polyvore-logo-large.png

31. http://imgfave.com/about

32. https://cassandramoua.files.wordpress.com/2015/01/thehunt-logo.jpg

33. http://www.wgsn.com/blogs/wp-content/uploads/2014/08/springappimage1.jpg

34. http://static.iphonelife.com/sites/iphonelife.com/files/resize/u32690/spring%20icon-

360x360.jpeg

35. http://www.census.gov/popclock/).

36. http://www.cnet.com/news/smartphone-ownership-reaches-critical-mass-in-the-u-s/

37. http://commons.wikimedia.org/wiki/File:Pinterest_logo.png

38. http://www.forbes.com/sites/onmarketing/2015/02/04/five-ways-pinterest-is-beating-

facebook/

39. http://www.eyeflow.com/swot-pinterest/

40. http://recode.net/2015/02/06/pinterest-ops-head-don-faul-departs-in-a-personal-

decision/)

41. http://cmxhub.com/wp-content/uploads/job_listings/2015/02/Wanelo-300px.png

42. http://www.forbes.com/sites/tomiogeron/2013/03/27/inside-wanelo-the-hot-social-

shopping-service/

43. http://smallbusiness.foxbusiness.com/entrepreneurs/2013/07/26/wanelo-next-verb-in-

digital-dictionary/

44. https://prezi.com/s8a1crjdy-kr/wanelo/

45. http://upload.wikimedia.org/wikipedia/en/c/ce/Etsy_logo.png

46. http://www.bloomberg.com/news/articles/2015-02-05/rasta-hat-maker-dreads-etsy-will-

be-as-big-as-ebay

47. http://www.slideshare.net/ChirapatVorratnchaiphan/etsy-presentation-11723448

48. http://kpcbweb2.s3.amazonaws.com/companies/481/logo/original/luvocracy-

logo.png?1368730561

49. http://chartsbin.com/view/2337 (World-wide Humanity ratios)

50. http://nces.ed.gov/globallocator/index.asp?search=1&State=&city=&zipcode=&miles=&it

emname=harvard&sortby=name&School=1&PrivSchool=1&College=1&CS=16F7BF7E (

Harvard Demographics)

51. http://nces.ed.gov/globallocator/col_info_popup.asp?ID=190150 (Columbia University

Demographics)

52. http://nces.ed.gov/globallocator/col_info_popup.asp?ID=186131 (Princeton University

Demographics)

53. http://nces.ed.gov/globallocator/col_info_popup.asp?ID=166683 (MIT Demographics)

54. http://nces.ed.gov/globallocator/col_info_popup.asp?ID=243744 (Stanford

Demographics)

55. http://nces.ed.gov/globallocator/col_info_popup.asp?ID=193900 (NYU Demographics)

56. http://nces.ed.gov/globallocator/col_info_popup.asp?ID=110635 (UCB Demographics)

57. http://nces.ed.gov/globallocator/col_info_popup.asp?ID=110592 (UCLA Demographics)

58. RACHEL OELKE

Marketing Director

rachel.oelke@moa.net

Phone: 952.883.8863

Mobile: 952.201.5610

60 East Broadway | Bloomington, Minnesota 55425

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Presented Mall of America Marketing information

59. SADIE RUGE

MOA Information Specialist

sadie.ruge@moa.net

Phone: 952.883.8555

60 East Broadway | Bloomington, Minnesota 55425

Provided information on Mall of America traffic

60. NICOLE FARRELL

Partnership Account Executive

nicole.farrell@moa.net | 952.883.8999

60 East Broadway | Bloomington, Minnesota 55425

Provided information on Mall of America Campaign leases

61. http://venturebeat.com/2015/02/10/fancy-raises-a-reported-20m-round-of-funding/

62. http://www.androidcentral.com/fancy-review-pinterest-only-shoppier

63. https://imgfave.uservoice.com/forums/16755-feature-suggestions

69.http://www.wikihow.com/Upload-Photos-on-Pinterest 70. http://www.siteslike.com/similar/imgfave.com

71. https://blog.kissmetrics.com/gender-and-color/?wide=1

72. http://ep.yimg.com/ty/cdn/thespencers/PURPLE-1.jpg

73. http://styleramp.com/wp-content/uploads/2014/01/radiant-orchid-tints-shades.png

74. http://www.onextrapixel.com/2011/12/13/the-psychology-of-fonts/

75. http://spyrestudios.com/minimalist-design-a-brief-history-and-practical-tips/

76. http://fashion-kid.net/fashion-runway-background-stage.html

77. http://sxsw.com/about

78. http://grungecake.com/wp-content/uploads/2015/01/sxsw-2015-logo-grungecake-

thumbnail.jpg

79. http://www.bizjournals.com/austin/blog/creative/2015/04/sxsw-attendance-up-in-2015-

music-fest-grows-the.html

79. http://www.mediapost.com/publications/article/245512/sxsw-best-fest-for-

reaching-music-and-tech-tastema.html

80. http://mashable.com/2011/03/05/sxsw-launches/

81. http://www.marketing-schools.org/types-of-marketing/campus-marketing.html

82. http://study.com/articles/The_20_Most_Influential_Colleges_So_Far.html

83. http://www.usnews.com/education/best-colleges/the-short-list-

college/articles/2014/07/15/10-universities-that-receive-the-most-applications

84. http://www.marketing-schools.org/types-of-marketing/campus-marketing.html

85. https://blog.kissmetrics.com/contests-user-generated-content/

86. http://sherpablog.marketingsherpa.com/social-networking-evangelism-

community/contests-sweepstakes-brand-awareness-steps/

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87. http://fashionista.com/2011/07/the-top-20-fashion-schools-in-the-united-states-

the-fashionista-ranking#5

88. http://www.google.com/adwords/?subid=us-en-et-op_adshp_aw_lrn

89. http://rosgsm.ru/uploads/2015/01/google-adwords-redwhite-1920.png

90. http://www.idc.com/rodserv/smartphone-os-market-share.jsp

91. http://www.businessinsider.com/instagram-users-stats-2014-1#ixzz3RI2XXL8i

92. http://instagram.com/

93. http://bea.gov/iTable/iTable.cfm?ReqID=9&step=1#reqid=9&step=3&isuri=1&903

=5

94. http://bea.gov/iTable/iTable.cfm?ReqID=9&step=1#reqid=9&step=3&isuri=1&903

=58

95. http://adage.com/article/digitalnext/a-marketer-s-guide-ten-events-sxsw/297465/

96. http://sxsw.com/interactive/engage/startup-village

97. http://sxsw.com/interactive/engage/startup-spotlight

98. http://www.developereconomics.com/vital-metrics-tracking-app-success/

99. https://blog.kissmetrics.com/mobile-metrics/

100. http://www.theroot.com/articles/culture/2012/05/fancy_app_review_pinterest_for_

shoppers.html

101. http://www.sitejabber.com/reviews/www.polyvore.com

102. https://sensortower.com/ios/us/shoptap-inc/app/the-hunt-style-and-shopping/676471286#review-history?reviews

103. https://blog.bufferapp.com/a-scientific-guide-to-hashtags-which-ones-work-when-

and-how-many

104. http://www.pewinternet.org/fact-sheets/social-networking-fact-sheet/

105. https://www.internetretailer.com/2013/10/01/its-official-mobile-devices-surpass-

pcs-online-retail

106. https://www.youtube.com/yt/press/statistics.html

107. http://www.stageoflife.com/StageHighSchool/TeenYouTubeStatistics.aspx

108. http://www.pewsocialtrends.org/2014/03/07/millennials-in-adulthood/

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109.

110.

INFINITY MARKETING GROUP MASHALOT

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111. 112.

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113.

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64 | P a g e

114.

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115. MOA advertising

116. MOA demographics

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117. MOA demographics 2