BRAND MANAGEMENT

ASSIGNMENT -1
eBay
BRAND PROFILE:
eBay Inc. is an American multinational e-commerce corporation based in San Jose,
California, that facilitates consumer-to-consumer and business-to-consumer sales through its
website. eBay was founded by Pierre Omidyar in 1995, and became a notable success story of
the dot-com bubble.
The company manages the eBay website, an online auction and shopping website in
which people and businesses buy and sell a wide variety of goods and services worldwide. The
website is free to use for buyers, but sellers are charged fees for listing items after a limited
number of free listings, and again when those items are sold

e-Bay operates as a commerce company, which engages in the provision of investments

and acquisitions to help enable commerce on platforms for buyers and sellers online or on
mobile devices
In July 2017 eBay released an image search capability allowing users to find listings on
the site that match an item depicted in a photo, using artificial intelligence and machine learning
technologies.

e-Bay is a Multibillion-dollar business with Operations in about 33 countries,

as of 2018.
 eBay's core marketplace site, ebay.com, hosts millions of retail
and wholesale transactions in some 27 countries every day. It has about 175 million active users.
In 2017, eBay’s growth was 7 percent for the year, compared to 31 percent for Amazon,
according to Statistica.com.
 BRAND POSITIONING OF e-BAY USING VENN DIAGRAM



What consumers want? 
What E-Bay doesbest
ebay customers want a better pre
build infra structure 
e-Bay has the Best Offer feature that can

increase sales without jyggggg
any additional cost
It is recommended to have 
notable Swift in delivery or time investment.

E-bay customers want more eBay maintainsa huge online marketplace,

Flexible shipping and return where millions of items are sold by auction
guidelines or fixed price. Its customers carry the
inventory, helping it keep costs low.

What your competitors does best?

1.Amazon is a far more competitive
market for individual sellers and
leans towards newer items
2.Walmart is far more competitor
as Walmart customers enjoying
greater visibility, traffic, newer
products and conversions in
Walmart.
WHY E-BAY HAS TAKEN THE RESPECTIVE POSITION:

 The eBay Marketplaces segment provides infrastructure to enable online commerce in a

variety of formats, including the traditional auction platform; and its other online
platforms, such as Rent.com, Shopping.com and Marktplaats.nl.
 eBay also build on its existing strengths and increase its choice of customized shopping
experiences and new monetization models. 
 eBay has a large market space spanning dozens of countries. This maintains a large base
for customers to sell their products easily and effectively. 
 eBay has recognised that it is more profitable to work with competitors such as Yahoo!
and Google. 
 E-Bay brings into play a lucrative process of natural selection, whereby it is the most
determined users that tend to turn to eBay most.
 eBay's Target market, the segmentation of users appears to be majority males, ranging
from 25-34 years old.
 Ebay is so successful because it offers something quite amazing: a genuine interaction
between Internet and everyday life.
 eBay's success is attributed to its unique business plan: allowing individuals or businesses
to list new or used items for auction for a very low fee
1.How do you know if your brand is strong enough to give you the internal and external
value that you need?
eBay has strengths that have continued to help them out throughout the hard times in the
economy and in the industry. One of the strengths that are noticeable is the fact that they are
the first mover in the industry and has established many repeat customers. Global expansion
has helped with keeping eBay ahead of its competitors. Another big part of ebay success is
its customer-friendly website.
eBay has an elaborate CRM system that supports the uninterrupted flow of information
between the company and its customers.  This system enables the company to react to
customers’ feedback on time, and this improves service delivery. eBay also uses the CRM to
gather market intelligence that is used as a basis for improving service delivery.
PEST analysis is the best model for analyzing the external forces facing the company. 
The political environment provides both opportunities and threats to the company. 
Most of the company’s customers are in developed countries, and the political stability
experienced in these countries provides an opportunity to grow and avoid losses.  
eBay also has a strong infrastructure with effective automated distribution centers.
An opportunity that they may be able to get into is the possibility of collaborating with a
large manufacture of a good and be the only place online the consumer can buy the good. It
is evident by the percentages that eBay still makes more money off their media
eBay still has many competitors who on a daily basis still try to steal as much of the
market from them as possible. There are competitors like Overstock.com, Buy.com, Wal-
Mart, and Amazon
The largest external factor that is out of the control of eBay is the possibility of people
reverting to shopping at brick-and-mortar stores instead of online.
Obviously, eBay being an online store only can hinder their success if there is an incident
that occurs across the web that makes the consumers feel threatened or feel there information
is not safe while ordering products online.
2.Does the brand relate to my target audience? Will they instantly "get it" without too
much thought?
Target Audience helps your company develop effective marketing communication
strategies.

AGE: E-bay does not have a specific target market but the segmentation of
users appears to be majority males, ranging from 25-34 years old. E-bay has wide variety of users
ranging from Kids, Mens and Women’s.
USER STATUS: Non users, First time users, Regular user, Potential users
Life Style: No life style is targeted but it targets mobile generation youths as their
part of the E-bay customers
OCCUPATION: Students, Employees, Professionals
BENEFITS SOUGHT: Wide variety of Products
Competitive prices
Convenience of online purchasing

NATURE: Entertainment, loving while purchasing

3.Does the brand share the uniqueness of what I am offering and why it's important?
eBay's success is attributed to its unique business plan: allowing individuals or businesses
to list new or used items for auction for a very low fee.
 Business Models and Pricing Strategies

eBay is an auction house and marketplace that simply facilitates the sale of goods
between third-party buyers and sellers. Buyers visit the site to search for products they
want to buy from a vast array of individual sellers and then bid on items through
individual auctions
 eBay Stores Markdown Manager

eBay Stores Markdown Manager is a tool developed exclusively for Store owners to
help boost sales. Sellers can use the Markdown Manager to temporarily slash the prices
of their items and promote the savings to buyers.
  New Promotion Boxes Feature for eBay Stores

e-BAY Creates Promotion Boxes are a great way to encourage additional sales by
highlighting featured items, encouraging buyers to sign up for e-mail newsletters and
helps to browse your store
 eBay MapIt

eBay MapIt helps buyers and sellers leverage the power of local sales. Buyers can
search by distance from their location, and MapIt generates a map showing where items
are located.
 My World

With eBay's My World, members can now showcase their personality by setting up
customizable profile pages. They can add a bio and profile image, discuss their interests,
display their favorite searches, list their items for sale and even start a blog.
 eBay Pop

 eBay Pop uses a fun interface with colorful content that keeps track of items that are
"Movers & Shakers" and how popular items are selling.
 eBay Deal Finder

Here's a quick and easy way to find great deals on eBay. Type in your search words,
and Deal Finder finds low-priced items that have no bids and whose listings are about to
end! The results are displayed in a dynamic layout with countdown clocks.
4.Does the brand reflect the promise made to my target audience and hold value for my
internal audience?
 E-BAY is one of the largest online e-commerce platforms in where it provides
Customized shopping experience.
 E-bay mainly focuses on customer centric approach still is one of their highest
brand values and drives the whole focus of the business in terms of their business
model, brand strategy and customer experience.
 Ebay brand promise has driven the company’s explosive growth, worldwide
expansion and enduring popularity among customers from every walk of life and it is
one of the largest ecommerce platforms which has increased its shares from18.2% to
$2.86 billion in 2019
 It is a simple promise, though from a business standpoint it’s not so simple to
keep: consistently deliver an exceptional customer experience though the
customers very well satisfied with their products and services and keen on purchasing
their products
  eBay provides more opportunity for branding than some other online marketplaces,
with a customizable storefront

E-bay is engineered to serve the customer in the best possible way.

 E-bay brand promise is to deliver the broadest selection of products and services at the
lowest prices with minimal hassle and it enhanced that the e-bay keeps its promise and it
consider every customer as its potential customer
 E-BAY highest in overall customer satisfaction in the survey with a score of 84- thereby
they provide innovative ideas and featurize the product to satisfies the customers

5.. Does the brand reflect the values that I want to represent to my customers?
eBay's core values include “family, teamwork, and opportunity.”
eBay creates value by bringing together buyers and sellers in online forum that enables people
to buy and sell a wide variety of goods. It is a mechanism for people who want to do their
shopping from their home to do so. It also provides a safe and secure way for buyers and sellers
to complete transactions.

BRAND STRATEGY OF eBay

eBay Inc.’s generic strategy for competitive advantage focuses on economies of scale for
the profitability of the online auction and retail platform business. 
eBay’s intensive strategies for growth mainly aim to increasingly penetrate target markets.
eBay brand promise has driven the company’s explosive growth, worldwide expansion and
enduring popularity among customers from every walk of life. 

These values show that eBay is a company built on a strong foundation characterized by a unique
culture, and this is what drives its success.
A strong brand recognizes good branding strategy and it mainly requires,

 Customer recognition: The more familiar your retail company seems, the more likely
your customers are to choose your products again.
 Customer loyalty: A strong brand keeps customers coming back.
 Consistent image: Helps bind together different elements, such as marketing materials,
websites and your eBay shop into one unified look.
 Credibility: Establish yourself as a serious and professional business. 
eBay Brand Strategy Decision
 BRAND SPONSORSHIP
eBay sponsors West Surrey's racing team
in the British Touring Car Championship
(BTCC). The team will carry eBay
branding on its vehicles.
eBay continues to push forward with TV
advertising and marketing.
BRAND STRATEGY
DECISION
BRAND DEVELOPMENT
eBay ardently believes in fostering a
positive, direct interaction between buyers
and sellers with similar interest which
enhances to develop their brand
eBay introduces Managed Delivery a
competitively-priced logistics solution for
businesses selling high-volume goods in
popular categories like electronics, home and
garden, and fashion. This implementation of
service has helped the e commerce service to
develop its brand quickly and virtually
BRAND NAME SELECTION
The overlapping letters of
the eBay symbol point to the strong
connections in the eBay community.
The color palette of the eBay logo
suggests not only fun-filled experiences in
shopping, but also the idea that the site is
accessible and friendly.
eBay is slightly in zigzag manner,
which is called “baseline shift” in graphic
design. This enhances the beauty of the
eBay logo and shows that company is ever
ready to make changes and is constantly
growing.
Philips Brand
Strategy
Decision
BRAND POSITIONING
The company has positioned itself as
a brand that aims to improve people's lives
through innovations that are meaningful.
The R&D efforts are also aligned
according to the needs of the consumers.
Ebay provides innovative ideas to
attract new customers