Marketing Mix - Zoom

Angela L.

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Marketing Mix - Zoom

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Themes

Marketing mix Zoom, teleconferencing services, videoconferencing, audio communication platform meetings, conferences, internet connection, Instagram, web, Microsoft, Google, social networks

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Abstract

Founded by engineer Eric Yuan in 2011, Zoom is an American company based in San Jose, California, with offices around the world and employing more than 3,800 people. It is specialized, and currently a leader, in teleconferencing services and in particular videoconferencing. The Zoom online platform, as we know, it was launched in 2013.
In 2014, it already had ten million users, the majority of whom were professionals using the platform in the course of their activities. On April 18, 2019, it went public. As of August 31, 2020, the company's market capitalization had reached $92 billion.

Introduction
1. Zoom
2. Marketing Mix
Marketing Mix of Zoom
1. Product
2. Price
3. Point of Sale
4. Promotion
Conclusion and strategic recommendations

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Extract

[...] This communication was still shaken in March and April 2020, when certain security flaws inherent in the platform were disclosed. The online magazine Vice revealed, in particular, the sharing of certain personal information between the IOS Zoom application and the social network Facebook. While at the same time, a researcher from Harvard warned about the potential sale of this personal data for advertising purposes. The platforms only official response to these revelations was to update its application, thus avoiding this transmission of data and, to modify its personal data protection policy by including this paragraph. [...]

[...] To date more traditional media such as television or radio are not used by Zoom, and no advertising is broadcast through this channel. Zoom bases its communication on several elements and, in particular, on the storytelling of founder ERIC YUAN, a talented coder who left China to achieve success in the USA and live his ‘American dream' in the heart of Silicon Valley. His widely told story inspires prospects to take more interest in his career, and therefore, his product. [...]

[...] Various plans, paid or free, are available depending on the needs and budgets of each user. Zoom also has a blog where answers to many frequently asked questions from users and various articles are posted. The very comprehensive FAQ will also answer all questions related to the use of the platform and any concerns potentially encountered. B. Price Zoom offers a free version, Zoom FREE, very complete and including an unlimited number of meetings of 40 minutes maximum, the number of participants of which can go up to 100. [...]

[...] • Price: Define the product pricing policy, which is a key element of the overall marketing strategy and will define, among other things, the target. • Point of sales: Define policy and distribution channels. • Promotion: Define communication actions that will be used to promote the product. These items represent all of the operational areas within which it is necessary to implement strategies in order to ensure the success of the product. Decisions made for each area must be consistent and the result of deep reflection. II. Marketing Mix of Zoom A. [...]

[...] The distribution policy implemented is direct and intensive: the tool is exclusively distributed by the creative company through its website or its applications and does not go through any reseller or intermediary. The company tends to distribute its product everywhere, to all social classes and all trades: individuals, entrepreneurs, managers, teachers, coaches of all kinds, etc. D. Promotion Zoom has taken advantage of the current health crisis and has quickly become THE benchmark video conferencing platform used by businesses, schools, individuals, the self-employed and many more. [...]

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