Zoom Video

Communications,
Inc. Marketing
Strategy
Collett, E; Godza, T; Kreidler, L;
Mallory, A; Nagel, B; Slivka, S;
Szafraniec, J; Zamora-Madrid, N 1
General Market
● Growth of video communications
○ Competitors include Skype, WebEx, Google Meet Economic
○ Market share increasing from $14 billion in 2019 to
$50 billion in 2026
Regulatory Technological
● Pandemic has lead to massive increase in use
○ 62% of companies use three or more platforms General
○ Saves company $11,000 per year to go virtual Marketing
● Security is a big issue Environment

● Huge part of social life

○ Has become a household name Sociocultural Political
○ 300 million users for Zoom alone
Legal

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Target Market

● Consumers include young and old

● Includes students and teachers of all ages
as well as those employed
○ People ages 16-60+
○ Business management is key, since they are the
ones who pick software for company
● “Frankly, everyone” - Zoom Head of Sales

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Product Variable
● Product Lines
Rooms &
Video Webinars
Workspaces
Meetings & Chat Phone Systems

● Product usefulness
● Creates a virtual face-to-face environment
● Great substitute to in person meetings, classes, and conferences
● Used by thousands of companies and school districts around the world
● Only requires a stable network in order to connect video session
● Can be downloaded and used on most major operating systems and mobile devices

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Price Variable
Zoom Subscriptions

● Basic ● Business
○ Free ○ $199.90 a year
○ Host up to 100 participants ○ Host up to 300 participants
○ Limited to 40 min group ○ 30 hour group meetings
meetings
● Enterprise
● Pro ○ $199.90 a year (Must contact sales)
○ $149.90 a year ○ Host up to 1,000 participants
○ Host up to 100 participants ○ Unlimited cloud storage
○ 30 hour group meetings

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Price Variable
Cisco Webex (Competitor)

● Basic
○ Free
● Starter
○ Host up to 1 person ○ $162 a year
○ 50 min group meetings ○ Host up to 9 people
○ 24 hour group meetings

● Cisco’s starter plan is comparable to Zoom Pro, but more costly at $162
● Advanced subscriptions of Cisco are still more expensive, even though Zoom offers
more
○ Meeting lengths are longer for Zoom’s more expensive subscriptions
○ 30 hours for Zoom, 24 hours for Cisco

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Price Variable

● Due to the pandemic, many students, teachers, and businesses acquired the free
version of Zoom
○ Zoom’s free subscription allows for their product to be downloaded by many users, making the product
very popular
○ Free to download on iPhone since March 18
● Do not make any revenue off of free subscriptions
● Rely on customers buying their paid subscriptions
● Zoom’s shares are up 74% this year
○ The spike in users can make Zoom as much as $140M
○ Despite an overall global recession

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Place Variable
● Zoom is headquartered
in San Jose, California
● 10 office locations and 1
remote office across 7
countries
○ Atlanta, Denver, Santa
Barbara, Kansas City,
Sydney, London, Paris,
Amsterdam, and Mumbai
○ Remote office in Tokyo
● Software itself can be
used wherever
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Promotion Variable
● Obtains lots of free advertising/publicity
○ Everyone uses it
○ Household brand name
● Sponsors events such as ONE Championship and US Tennis Open
● Page on website dedication to public relation articles
● Offer premium settings every once in a while
○ Partnered with Dove to extend time limit on Mother’s Day
○ Extending time limit again for Thanksgiving
● Website contains digital content of many help videos
● Huge social media following
○ Twitter has 1 million followers and is used in numerous ways
○ Facebook, Instagram, and YouTube also have strong followings and are used effectively

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Advertising Campaign

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