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Group 3 (PayEasy)

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This document analyzes PayEasy, an e-commerce company in Taiwan, through a SWOT analysis and analysis of its marketing slogans and commercial films over time. It discusses PayEasy's strengths in developing its own brand and being the first internet shopping card platform. It also examines weaknesses around security and payments. Opportunities included expanding its target market while threats included security issues. The document analyzes three versions of PayEasy commercials and how their slogans and messaging evolved from focusing on men's perspectives to empowering women and highlighting their independence. It concludes the marketing strategy was effective in creating a new image and brand value for PayEasy.

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ORGANIZATION ANALYSIS --- P@YEA$Y Group 3 598202156 Lia Kuo Ξ 498610495 Angel Chang ޹ 497751096 David Hsu Sܬ| 497241118 Christine Li ѷf 497120687 Betty Hsiao ʒޱ 497390268 Venus Peng ˼ 1
Outline Introduction SWOT Analysis Slogans and commercial films analysis Conclusion 2
INTRODUCTION 598202156 Lia Kuo 3
Introduction Reinvested by Taishin Holdings ( ̨½ ) 2000 : Electronic transactions security 2003 : Reformation E-commerce E-shipping Consumers women Marketing strategy 4
VIDEO TIME 5
SWOT ANALYSIS 498610495 Angel Chang 497751096 David Hsu 6
SWOT Analysis Strategic planning method used to evaluate Strengths Weaknesses Opportunities Threats A SWOT analysis must start with defining a desired end state or objective. A SWOT analysis may be incorporated into the strategic planning model. 7
Strengths Development own brand. The first of Internet shopping card. Clear position of market. Cooperate with TV program successfully. Cooperate with travel agency successfully. 8
Weaknesses The security of Internet shopping. Dispute of the ways of payment. The speed of updating Website. Limited types of goods. 9
Opportunities Largest on-line shopping store for women. 325 million people log on to become a member of PayEasy. 32% of office ladies buy stuff on PayEasy. About 10,000 merchants join Payeasy. More than 7 million purchase orders a year. Every 5 seconds strike a deal. 10
Threats Internet security. Problem of delivery. No barrier to entry. 11
SLOGANS AND COMMERCIAL FILMS ANALYSIS 497241118 Christine Li 497120687 Betty Hsiao 12
Version 1 Do it by all means ( Mk ƪ ) Slogan : Shopping with you forever The first commercial of PayEasy. Target at office young women . It focused on women who always stay at home. The story is on Mens perspective. Women are their customers but it gave an bad images on women. Women will 13 not be fascinated by the commercial.
Version 2 Next time ( һ ƪ) Slogan : Modern women, New viewpoints Woman is the main character. Target at single women. Focused on the independence of single women. Go on a trip with friends rather than boyfriend. Never rely on men. Women rely on themselves are the best. 14
Version 3 I think it is the best for me ( @ƪ ) Slogan : Uncover the best woman. lF õŮ Target at single women, too. The youngest in the company. Not much money in the account. Only motorcycle, no car. The most expensive is not the best for ourselves. Cherish our own happiness. 15
CONCLUSION 497390268 Venus Peng 16
Conclusion Marketing strategy --- Commercial films. Create new insight --- Slogan transformation. Shopping Image of new women. Organizational / Brand Value. 17
Reference 1. About PayEasy http://www.payeasy.com.tw/payeasy/event/request/about.sh tml 2. W·ُcŮ˵PS http://web.ed.ntnu.edu.tw/~minfei/eduationmarketing/artical abstract/2008-18.pdf 3. Do it by all means ( Mkƪ ) http://www.youtube.com/watch?v=sRgW-PrUAss 4. Next time ( һƪ ) http://www.youtube.com/watch? v=LELQdqmV3zY&feature=related 5. I think it is the best for me ( @ƪ ) http://www.youtube.com/watch?v=SeXGvMrQQ28 6. PayEasy ۽܌W 10 ץסŮ 18 http://www.youtube.com/watch?v=VtABuuJwspM

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Group 3 (PayEasy)

  • 1. ORGANIZATION ANALYSIS --- P@YEA$Y Group 3 598202156 Lia Kuo Ξ 498610495 Angel Chang ޹ 497751096 David Hsu Sܬ| 497241118 Christine Li ѷf 497120687 Betty Hsiao ʒޱ 497390268 Venus Peng ˼ 1
  • 2. Outline Introduction SWOT Analysis Slogans and commercial films analysis Conclusion 2
  • 4. Introduction Reinvested by Taishin Holdings ( ̨½ ) 2000 : Electronic transactions security 2003 : Reformation E-commerce E-shipping Consumers women Marketing strategy 4
  • 6. SWOT ANALYSIS 498610495 Angel Chang 497751096 David Hsu 6
  • 7. SWOT Analysis Strategic planning method used to evaluate Strengths Weaknesses Opportunities Threats A SWOT analysis must start with defining a desired end state or objective. A SWOT analysis may be incorporated into the strategic planning model. 7
  • 8. Strengths Development own brand. The first of Internet shopping card. Clear position of market. Cooperate with TV program successfully. Cooperate with travel agency successfully. 8
  • 9. Weaknesses The security of Internet shopping. Dispute of the ways of payment. The speed of updating Website. Limited types of goods. 9
  • 10. Opportunities Largest on-line shopping store for women. 325 million people log on to become a member of PayEasy. 32% of office ladies buy stuff on PayEasy. About 10,000 merchants join Payeasy. More than 7 million purchase orders a year. Every 5 seconds strike a deal. 10
  • 11. Threats Internet security. Problem of delivery. No barrier to entry. 11
  • 12. SLOGANS AND COMMERCIAL FILMS ANALYSIS 497241118 Christine Li 497120687 Betty Hsiao 12
  • 13. Version 1 Do it by all means ( Mk ƪ ) Slogan : Shopping with you forever The first commercial of PayEasy. Target at office young women . It focused on women who always stay at home. The story is on Mens perspective. Women are their customers but it gave an bad images on women. Women will 13 not be fascinated by the commercial.
  • 14. Version 2 Next time ( һ ƪ) Slogan : Modern women, New viewpoints Woman is the main character. Target at single women. Focused on the independence of single women. Go on a trip with friends rather than boyfriend. Never rely on men. Women rely on themselves are the best. 14
  • 15. Version 3 I think it is the best for me ( @ƪ ) Slogan : Uncover the best woman. lF õŮ Target at single women, too. The youngest in the company. Not much money in the account. Only motorcycle, no car. The most expensive is not the best for ourselves. Cherish our own happiness. 15
  • 17. Conclusion Marketing strategy --- Commercial films. Create new insight --- Slogan transformation. Shopping Image of new women. Organizational / Brand Value. 17
  • 18. Reference 1. About PayEasy http://www.payeasy.com.tw/payeasy/event/request/about.sh tml 2. W·ُcŮ˵PS http://web.ed.ntnu.edu.tw/~minfei/eduationmarketing/artical abstract/2008-18.pdf 3. Do it by all means ( Mkƪ ) http://www.youtube.com/watch?v=sRgW-PrUAss 4. Next time ( һƪ ) http://www.youtube.com/watch? v=LELQdqmV3zY&feature=related 5. I think it is the best for me ( @ƪ ) http://www.youtube.com/watch?v=SeXGvMrQQ28 6. PayEasy ۽܌W 10 ץסŮ 18 http://www.youtube.com/watch?v=VtABuuJwspM