Paper planes postcards

Presentation made by
Merkuryeva Anastasia
Makarevich Victoria
Grant Alexandra

1.
Couple of words about our project

Paper Planes are
One-of-a-kind luxurious postcards
Customer can choose any kind of paper, design, ink, font and decorations or tell us the theme of the desired postcard(s) so we could make up something beautiful and fitting for the occasion.
It is also possible to deliver the postcard in a fancy way with the help of our beautiful postpeople

but one day
We will become a big company, operating in many russian towns
Now we are just a small enterprise

2.
Couple of words about our target segment

Demographic
Adults with an income above average
Geographic
Moscow, later Saint Petersburg
Psychographics
Romantics & traditionalists
Behavioral
Quality-conscious people & luxury seekers

3.
Competitors

In the niche: none
In the Russian market of postcards: two

Hallmark
International company, the leader on the international postcard market
The largest player on the market, has the biggest profit
Traditional & non-traditional occasions
Elegance
Stable customer base
Response to our appearance is not predicted
Relies on common values of the whole wolrd
Мир открыток
Russian company (obviously), second on the Russian market
Less occasions, widens assortment offering charters and church holidays’ themed postcards
Less elegance
More plateresque
Cheap
Pays more attention to the features of the Russian mentality

4.
Positioning strategy

We sell emotions

In our world postcard became formal mandatory element of any event. Nobody pays extra attention to postcards in Russia, and we would like to change that. We would like to add a smidgen of sincerity, care and romance in our everyday life
Our postcards are the best way to show how dear the person really is to you. How deeply do you care about them
You, as our customer, can congratulate a person, apologise, confess love, invite to a wedding or another important event. Even send a Hogwarts letter
Everything with just one click

5.
Marketing mix

Product
The core benefit is to make someone significant happy. The actual product is a luxurious postcard. The augmented product includes delivery either by the company’s postperson or the standard post service (or picked up)
Design: pre-designed products, client’s design
Theme: Valentine’s Day, Birthday, New Year, Wedding invitation, Hogwarts invitation, Apology, Anniversary, other clients’ themes
Every card is put into envelope, every envelope is sealed with wax

Place
Online sales through the website
Several delivery options:
Postpeople in fancy uniform
Pickup
Postal service

Price
The prices solely depend on the materials used for every individual postcard and the chosen shipping method, however there are also pre-designed options with the fixed prices
Promotion
Through a popular media figure (eg a Youtuber, Instagrammer)
Through company’s own social media accounts (Instagram, Facebook, VK and website)
Through flower seller(s) in Moscow (mutual promotion)
Using сontextual advertising and SEO