online brand (navmeet)
TRANSCRIPT
Tuesday Challenge08/10/2013
Team : Chair, Chen, Jyoti, Meet
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.)
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.
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?
Dropbox and the Dropbox logo are trademarks of Dropbox, Inc
Ease of use.. or
What’s so good about it?
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?
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?
Target audience
Target audience
OrganizationsCompanies (international companies)/ Universities/ NGO
IndividualsStudents/ Business people/ Self–employed people/ People who are using computers, IMac, smart phones and tablets
Main competitors
Main competitors
Effectiveness of the Advertising campaign
Advertising campaign
Online Advertising
Referral system(promotional)
100 Million Thanks
Referral system(promotional)
Users development strategy
Advertising campaign
Online Advertising
Referral system(promotional)
100 Million Thanks
Missing of the Advertising campaign
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?
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?
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?
Dropbox and the Dropbox logo are trademarks of Dropbox, Inc
Currently, Dropbox in very few languages
Advertising Campaign : What’s missing?
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?
［ 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)