Mkt deparz - presentation - group j

Marketing Fundamentals

Madrid, May 10th 2012

Agustin AmorettiDaniel MissriDiego PerroneIrina SybachinaOmprakash ShahShigeo Ito

Section N3 – Group J:

Executive Relocation Service – Marketing Strategy

Marketing Project – Group J / 09.05.2012 2

Agenda

Context

Customers

Competition

Company

Customers’ Segmentation, Targeting & Positioning

Marketing Program

Implementation plan


Deparz is a company founded with the objective of becoming the “Ebay for people moving abroad”

Company outlook Founded by Sokho Trinh

and Paul Sipasseuth

Online tool, specialized in moving services, connecting (current C2C model):

• Local skilled residents from target countries

• People who is moving and relocating abroad

The portal will be active on trial starting from May 9th

Deparz is now evaluating the opportunity to enter the B2B Market


Regarding the B2B market, London seems quite attractive in terms of number of expats sponsored by their company…

London MarketExpats by nation

- ,000 -

France

Spain

2010200920082007200620052004

9,4

67%

33%

2003

9,2

61%

39%

9,2

61%

39%

12,714,8

16,7

20,4

15,4

27,4

32%

68%

29%

71%

29%

49%

51%71%

34%

66%

41%

59%

2011 Expats by category- % -

15

18

26

100

Temporary workers

and youth

Sponsored with a job

41

Others Highly skilled

migrants

Tot Expats

27k people / year migrate to London from France and Spain

41% of people relocating to London for work are sponsored by their company

Source: National insurance registrations

2011


B2B relocation companies have to cope with customers and end users (they are not the same)

Customers and end users

Source: Group work

Customer:Companies

relocating their employees

End user: Employees and families

• The end users is the scope of the analysis when understanding the needs…• …while Customers have to be understood to define the appropriate channels

Customer Enduser

Outbound countries Inbound cities


Job search (partner)

Apartment & Settlement utilities (phone, TV, internet)

Visa and immigration services

Departure services

School search, leisure facilities

Moving services

Language & Culture

People moving abroad cope with complex and time consuming challenges related to their relocation

1

2

2

4

5

6

Destination services

Time and complexity


LANGUAGE & CULTURE

MOVING

HOUSE (dest.)

JOBS (partner)

VISA

SCHOOL

MovingCompanies

-

Full-service relocation companies

Partial-service

Social networks

and expats

Expat sites

Languagecenters

Real estatecompanies

Head-hunting

Directly w/ institutions

Do-it yourself

sites

Social Networks

General Services

sites

FULL SERVICE $$$ DO IT YOURSELF $

1

2

3

4

5

6

Different companies offer to help the house movers, however only a few of them actually offer a full service

Most important player in B2B

http://www.expatinfodesk.com/destinations/shanghai/

http://www.crownrelo.com/

http://www.sterlingrelocation.com/

http://ukinspain.fco.gov.uk/es/

http://www.internations.org/


Local London Global Local Shanghai

Full relocation companies have either a global footprint or a local presence

So, what is the main problems customers encounter?



http://www.ukrelocation.com/

http://www.pickfords.co.uk/

http://www.metropolis-sh.com/

http://www.intershanghai.com/


Well Positioned• High quality personalized service

• Complete problem solver

• Global, offices all over the world

Full services• Departure Services & Home Sale

• Transportation (Moving and Storage)

• Intercultural & Language Training

• Visa & Immigration Services

• Destination services (flat, school, job, etc)

• Consulting Services

• Office Moving / Corporate Relocation

Not fully successful• Many are not really full service

providers

• Which services they offer?

• Own / 3rd party services?

• Not user friendly websites

• Endless forms to fill on and on

Complex pricing• Pricing is not transparent

• Quotes in 3-7 days!

• Not possible to compare! (prices and

services)

• Different cost for “personal paid move”

than “company paid move”

Regardless of the location, the offered service seems to be quite comprehensive, although the process is not clear…


1

2

3

Send forms

Wait 3-5 days

Informs the employee

• Wait: more time!

• Difficult to compare prices and services

• Forms: Time consuming for HR dept.

…and most of the time the process to finalize the deal is complex and too slow

End UserCustomerPascual Juices

Spain

Three-step process












Speed - Time saving• 1 Single form to specify needs• Pre-automated system; will take

1-sec to have a priceCompare Quality services

• Compare services and prices• Compare quality & satisfaction

Safe• Trusted partners• Secured payment

Easy - user-friendly• Easy steps, very clear• Employee & family can select

services as well

Main benefits

Being an intermediary between customers/end users and relocation companies allows to achieve several benefits

Deparz’s intermediary role

Customer



1 2 3Fill a form Get the list of service providers and prices

Order, contract and credit card details

4 5 6Contacted by agency

Get the services Agreement and payment

20 k€

18 k€

23 k€

With Deparz as intermediary, the new process will comprise 6 main steps from the form filling to the payment

6-Step process to sign a deal



• Relocation agencies• Comparison tools• Safe web-site

Service

Payment $$

$$ (Fee as % of

the transaction)

• Customers• Safe web-site

Customers

Deparz’s business model is aimed at improving current inefficiencies and improve customers’ experience

Relocation companies


The competitive advantage matrix identifies Deparz as the best player in time to deliver

Rel

ativ

e im

port

ance

Relative performance(vs the previous model)

Worse Better

Hig

hLo

w

Safe

Quality ofproviders

Easiness of access (e.g. language)

This competitive advantage has to be exploited in the company’s positioning

Price

Global presence

Speed of the process

Deparz’s competitive advantage matrix

Deparz’s points of strenghts


The customer base segmentation includes 4 main segments, of which 2 represent Deparz’s main target

Globalcorporations

Large local companies

Medium-size business

Small business

VolumePurchasing

power

HI GH

LOW

Offices location

Com

pany

size

Cities of destination

Cities of departure Both

Global corporations with offices in

London / Shanghai

Global corporations with offices in France

/ Spain / UK

Global corporations with offices in

London / Shanghai and France / Spain

Large companies with offices in

London / Shanghai

Large companies with offices in France

/ Spain / UK

Large companies with offices in


Medium-sized businesses with

offices in London / Shanghai


offices in France / Spain / UK


offices in London / Shanghai and

France / Spain

Small businesses with offices in


Small businesses with offices in France

/ Spain / UK

Small businesses with offices in


Deparz’s segmentation and targeting

Out of target


Deparz’s marketing plan should address both sides of the two-sided network, however the focus is on the client side

Globalcorporations

Large local companies

Employees to be relocated

Providers

Focus of the Marketing plan

Clients









Deparz’s positioning should exploit its four main points of strengths

Compare Quality Services

Speed of the process

Safe

Easiness of access

Deparz’s positioning

Time savingNo hassle

Easy steps, very clearMulti-userMulti-languages

Trusted partnersSecured payment

Services & pricesQuality & satisfaction


Identify the decision makers• HR department• Relocation manager• Procurement manager

Target decision makers directly• Direct mailing• Specialized Magazines• Emailing• Telemarketing• Online campaign (Google Ads)

Measure results• Marketing metrics• % of respondents• Increase in traffic

To successfully target global corporations and large companies, marketing efforts are recommended


Google Ad – just an example…


Product• Online platform to compare prices of

relocation agencies

• Compares prices and services

• Safe and transparent

• Practical: easy to use

Placement• Internet 100%• 1 single provider

Promotion• Direct Mailings• Emailing• Google ads• Specialized Magazines• HR conferences

B2B

Price• Prices provided by the relocation agencies

• Prices equal what agencies offer offline

• Single standardized comparison pricing tool

• Detailed price per service

• Discounts for many employees

• % Fee from relocation agencies

Marketing Program recap


London (1st year)

Shanghai(2nd year)

Co-definestandard services

Find partnersrelocation agencies

Develop platform

test & feedback

Test

Find 1st Business clients

Repeat

Platform

Partners

CustomersRepeat

LaunchB2B!

+3 partners found

+3 clients found

Positive product feedback

Mktg & Salescampaign

Implementation Plan


Bon voyage!with

Q&A


BACKUP


Target RevenueLondon only

27.000 expat employees / year

X 5% Market Share (target)

1.350 clients/y

500 EUR/client

>10.000 EUR average bill - 4.200 moving - 2.000 find new flat (1m comm.) - 2.000 rent your flat (1m comm.) - 1.000 find school - 500 find language center - 400 visas

X 5% commission fee

675 k EUR/y

Mkt deparz - presentation - group j

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