online brand (navmeet)
TRANSCRIPT
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Tuesday Challenge08/10/2013
Team : Chair, Chen, Jyoti, Meet
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Dropbox and the Dropbox logo are trademarks of Dropbox, Inc
It is an online application
➔ Started in 2007 by two MIT students – Drew Houston and Arash Ferdowsi.(Dropbox, s.d.)
➔ Headquarters at: San Francisco, CA, United States.(Dropbox, 2013)
➔ 2009: Won Macworld Editors' Choice Award(Macworld, 2009)
➔ 2010: Won Techcrunch Best Internet Application award.(Kincaid, 2010)
➔ Has over 200 Million users worldwide(Dropbox, s.d.)
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Dropbox and the Dropbox logo are trademarks of Dropbox, Inc
What does it do?
• Lets you save your files on their cloud server for free
• Lets you access your files anywhere. Smart phone, tablet, or desktop.
• Tries to eliminate the need for USB drives.
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Dropbox and the Dropbox logo are trademarks of Dropbox, Inc
More features:• Gives you 500 MB space
extra for every friend you refer
• Keeps a 30-day backup and version-history of your files for free
• Lets you share links of your huge files easily, even with non-Dropbox users
• Automatic camera backup
Is that it?
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Dropbox and the Dropbox logo are trademarks of Dropbox, Inc
Ease of use.. or
What’s so good about it?
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Dropbox and the Dropbox logo are trademarks of Dropbox, Inc
Not to worry if:Computer breaksSmart-phone lost, stolen etc.
What’s so good about it?
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Dropbox and the Dropbox logo are trademarks of Dropbox, Inc
More secured:• 256-bit AES encryption
• 2-step verification(Dropbox, s.d.)
What’s so good about it?
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Target audience
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Target audience
OrganizationsCompanies (international companies)/ Universities/ NGO
IndividualsStudents/ Business people/ Self–employed people/ People who are using computers, IMac, smart phones and tablets
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Main competitors
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Main competitors
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Effectiveness of the Advertising campaign
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Advertising campaign
Online Advertising
Referral system(promotional)
100 Million Thanks
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Referral system(promotional)
Users development strategy
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Advertising campaign
Online Advertising
Referral system(promotional)
100 Million Thanks
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Missing of the Advertising campaign
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Dropbox and the Dropbox logo are trademarks of Dropbox, Inc
• Lot of useful features
• Can be put to good use
• Most people are unaware
Advertising Campaign : What’s missing?
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Dropbox and the Dropbox logo are trademarks of Dropbox, Inc
• Should find ways to advertise such features to existing users.• Potential new users can find some use of such features.
Advertising Campaign : What’s missing?
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Dropbox and the Dropbox logo are trademarks of Dropbox, Inc
• United States: 29.5 % Users 85th most popular site
• United Kingdom: 4.8% Users 75th Most popular site
• India: 4.9% Users 240th Most popular site
• Russia and Japan:• Ranking below 250 (in Japan: 315)• No more than 3% users (2.3% in Japan) (Alexa Internet, Inc. 2013)
Advertising Campaign : What’s missing?
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Dropbox and the Dropbox logo are trademarks of Dropbox, Inc
Currently, Dropbox in very few languages
Advertising Campaign : What’s missing?
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Dropbox and the Dropbox logo are trademarks of Dropbox, Inc
• Try to reach more people in their own language
• Need a new demographic specific campaign
Advertising Campaign : What’s missing?
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[ Bibliography ]
● Alexa Internet, Inc. (2013) At: http://www.alexa.com/siteinfo/dropbox.com (Accessed on 07.10.2013)
● Dropbox. Inc, (s.d.) About Dropbox. At: http://www.dropbox.com/about (Accessed on 07.10.2013)
● Dropbox. Inc, (2013) Dropbox Privacy Policy. At: http://www.dropbox.com/privacy (Accessed on 07.10.2013)
● Kincaid Jaison. (2010) Congratulations Crunties Winners! Facebook takes best overall for the Hat Trick. [Online blog] In: Techcrunch.com. At: http://techcrunch.com/2010/01/08/crunchies-winner/ (Accessed on 07.10.2013)
● Macworld, (2009) 25th annual Editors' Choice Awards: the complete list. At: http://www.macworld.com/article/1144949/editorschoice2009.html?page=2 (Accessed on 07.10.2013)