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Mk411 E READER
- 1. OFFLINE MARKETING CHANNELS MK411 is a black and white, long battery life, low-priced E reader, offering a light, thin, yet portable alternative for book lovers. Amornrat Pananya Sirada Veeravit Nicha Pabhawin Napatsorn Jutarat
- 2. STP Price and Place Segmentation : Targeting : Positioning Thai people who read apart from their study or work time Knowledge Entertainment Info update • Business • Children • Newspaper • Education • Novel • Journals • Philosophy • Comics News • History • Lifestyle Free mag Fashion, Auto, IT Gossips • Geography Food, Decoration Horoscope • Reference • Lifestyle Etc. Magazine • Series Magazine ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
- 3. STP Price and Place Segmentation : Targeting : Positioning Thai people who read apart from their study or work time Knowledge Demographic Entertainment Characteristics update Info • • Business – 55 Age: 15 • Children • Read books apart from • Newspaper • • Education 15,000 – 50,000 Income: • Novel their study/work time • Journals • Geographic: Nationwide • Philosophy • Comics • Not too tech News savvy • History on urban) • Lifestyle • Love convenience mag (focus Free • Occupation: • Geography • Save-the-earth value Fashion, Auto, Gossips • • Students – First jobbers IT Reference Horoscope Food, Decoration Etc. • Office workers - Adults • Lifestyle Magazine • Series Magazine ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
- 4. STP Price and Place Segmentation : Targeting : Positioning The most suitable economical user-friendly electronic reading device E-book reader & substitutions Full-size Tablets THB15,000 above Acer Iconia iPad Color LCD media tablets THB6,000-10,000 Google Samsung Nexus Galaxy Kindle Asus B&N Kindle MK411 E-reader Fire B/W E-reader THB2,000-5,000 Lenovo ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
- 5. STP Price and Place Price and Place Price Device: THB2,000 Content Provider: Mark-up 5% - Book purchases from online store - Daily purchases for newspaper/journals Place - Physical book stores - Exclusively available at B2S - Partnership/Alliance advantages - Promotional tools - Market Presence - Market Coverage ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
- 6. OFFLINE MARKETING CHANNEL Pre-launching Introduction Growth Jan Feb Mar April May Jun July Aug Sept Oct Nov Dec 15 3.5 8 days months months Create Introduce new Increase the trial, brand product to the market conviction, and boost sales awareness Increase brand through market and awareness and development curiosity in desires/or interests Build customer relationship the mind of Educate product to create more brand consumers features to consumers loyalty ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
- 7. OFFLINE MARKETING CHANNEL Pre-launching Introduction Growth Create brand awareness and curiosity in the mind of consumers WHAT? HOW? TRANSIT “Display on BTS MRT Vans MK411 E-readers are ” coming real soon PRINT (at B S bookstore) Standing poster Newsletter ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
- 8. OFFLINE MARKETING CHANNEL Pre-launching Introduction Growth Create brand awareness and curiosity in the mind of consumers WHAT? WHY? Matching concept TRANSIT ✽ Communication channels ✽ Targeted consumers passed PRINT ✽ Public Transportation ✽ Repeated exposure ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
- 9. OFFLINE MARKETING CHANNEL Pre-launching Introduction Growth Jan Feb Mar April May Jun July Aug Sept Oct Nov Dec 15 3.5 8 days months months Create Introduce new Increase the trial, brand product to the market conviction, and boost sales awareness Increase brand through market and awareness and development curiosity in desires/or interests Build customer relationship the mind of Educate product to create more brand consumers features to consumers loyalty ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
- 10. OFFLINE MARKETING CHANNEL Pre-launching Introduction Growth Introduce new product Increase brand awareness Educate product features to to the market and desires/or interests consumers WHAT? “GRAND OPENING” TRADESHOWS/EVENT S COMMISSION PRINT TRANSIT ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
- 11. OFFLINE MARKETING CHANNEL Pre-launching Introduction Growth Introduce new product Increase brand awareness Educate product features to to the market and desires/or interests consumers WHAT? HOW? “GRAND OPENING” Who Where Activities • Politicians • Trial and experience • Famous Central World • Celebrities celebrities - Partnership endorsement • Authors - Mass target • Lucky draw at • Presses market registered point for • Partner (B2S) - Attention gift voucher • Public ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
- 12. OFFLINE MARKETING CHANNEL Pre-launching Introduction Growth Introduce new product Increase brand awareness Educate product features to to the market and desires/or interests consumers WHAT? HOW? “GRAND OPENING” TRADESHOWS/EVENT 6 universities & 21 dept. stores S COMMISSION Commission from sales personnel Partnership advantages at B2S Magazine, PRINT PR(measurement) M2F, Thairath, Dailynews, flyers TRANSIT Display at BTS, MRT, digital billboard, 51 office building elevator’s screen ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
- 13. OFFLINE MARKETING CHANNEL Pre-launching Introduction Growth Introduce new product Increase brand awareness Educate product features to to the market and desires/or interests consumers WHAT? WHY? “GRAND OPENING” TRADESHOWS/EVENT Gain Awareness & interest from passing-by S potential customers COMMISSION Educate them & Increase trial rate Product introduction to mass market consumer PRINT in urban area This also match with our target market: office TRANSIT workers ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
- 14. OFFLINE MARKETING CHANNEL Pre-launching Introduction Growth Jan Feb Mar April May Jun July Aug Sept Oct Nov Dec 15 3.5 8 days months months Create Introduce new Increase the trial, brand product to the market conviction, and boost sales awareness Increase brand through market and awareness and development curiosity in desires/or interests Build customer relationship the mind of Educate product to create more brand consumers features to consumers loyalty ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
- 15. OFFLINE MARKETING CHANNEL Pre-launching Introduction Growth Increase the trial, conviction, and boost Build customer relationship to create more sales through market development brand loyalty WHAT? HOW? Create campaign for sales promotion SALES PROMOTION i.e. Back to school campaign, Christmas campaign Advertise the sales promotion campaign via radio BROADCAST broadcasting Trial encouragement in libraries. SPONSORSHIP Advertise the sales promotion campaign for the PRINT discounts or give voucher via flyers and newspapers TRANSIT ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
- 16. OFFLINE MARKETING CHANNEL Pre-launching Introduction Growth Increase the trial, conviction, and boost Build customer relationship to create more sales through market development brand loyalty WHY? “ Positioning shift leads to ” brand loyalty ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
- 17. Jan Feb Mar April May Jun July Aug Sept Oct Nov Dec I. Pre-launching stage Transit Print ads (Poster) in Bookstores II. Introduction Partner with B2S Tradeshows/Events Print Transit Commission III. Growth Broadcast Selling Promotions Sponsorship Print Transit ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
- 18. CONVERSION FUNNEL #Age 15-55 Bangkok (nso.go.th) AWARENESS 4.5M FAMILIARITY 100% TRIAL Exposed to media as PURCHASE part of daily life ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
- 19. CONVERSION FUNNEL Engagement-related Promotional Costs AWARENESS Total Promotional Cost FAMILIARITY TRIAL 63% =63% X Awareness Level PURCHASE =2,835,000 ppl ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
- 20. CONVERSION FUNNEL Fact#1: Bangkok person earns 58k per month on aver. Fact#2: Education + Entertainment expenditure = 4% 58,000 x 4% = 2,320 baht AWARENESS >product price FAMILIARITY TRIAL Rule of Thumb Probability PURCHASE “try: not to try -> 50:50” 50% =1,400,000 ppl ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
- 21. CONVERSION FUNNEL *Electronic salesperson opinion 5% who tried the product actually buys !* AWARENESS FAMILIARITY 1,400,000 x 5% = 70,000 units TRIAL PURCHASE Conclusion: offline mkt conversion rate is 1.76% ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
- 22. DEFINE IMC EFFECTIVENESS Percentage Total types Effectiveness index Projected Allocation allocation Print 1.26 6.03% 1.19 M Transit 6.76 32.32% 6.38 M Sales 2.00 9.56% Promotion 1.89 M Tradeshow/ev 6.93 33.12% ents 6.54 M Broadcasts 3.97 18.97% 3.42 M Total 20.92 19.73 M 1.00 ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
- 23. DEFINE IMC EFFECTIVENESS • 61% of BTS+ MRT: Gen x income > 50,000 baht • 17% of BTS + MRT: Gen Y income < 30,000 baht • baby boomer x not in our target segment Market Research - ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
- 24. COST/BUDGET ALLOCATION AWARENESS FAMILIARITY TRIAL PURCHASE Sales Promo INTRO. GROWTH Prints Commissions Broadcast Event Transit PRE-LAUNCH ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
- 25. Q & A Session
- 26. Back-up Slides
- 27. Advantages over Online marketing Trust Physical evidence Reliability More convincing in the earlier stage to build awareness and interest While customer are exposed to bombarding ads from online marketing, traditional ways of marketing acts as an opportunity for new products to make its presence in the market; despite the cost, implementation difficulty, and also uncertain/inaccurate performance measures. ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
- 28. Advantages over Online marketing Proactive help a staff member can usually point me in the right identify frustrated shoppers help them through their buying mission Bundling a salesperson ask customers whether they would like to pick up a case, extra battery, extra storage, tripod, extended service plan, photo printer, laptop, Photoshop, etc. make more money service to the customer to make sure they have got everything More natural than Amazon offer for bundling ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
- 29. Advantages over Online marketing ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
- 30. Key effective offline tools News Paper Classified Ad Posting There are some people who wade through the classifieds each day looking for a good deal. - Your headline should be in bolded letters and your text should instruct the reader on how to get more info Distributing Flyers - Local college or university and post them everywhere you can including dorm entry ways and bulletin boards. There are an unlimited amount of places you can distribute flyers, you are only restricted by your creativity and imagination - Can outsource cheap laboring distributor Business Cards Informing every person is always a good idea. Networking can traffic with word of mouth ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
- 31. Online-offline marketing integration 1. Advertising: online with Google Adwords, offline in industry magazines 2. Affiliates: have other people sell your books 3. Blogs: have valuable content on your blog and as a guest blogger 4. Joint ventures: have others promote to their list 5. Mailings: online with email to your list and other lists; offline with direct mail 6. Media: radio shows online and off 7. Social marketing: online with Facebook, LinkedIn and other social sites, offline by building relationships and strategic alliances 8. Speaking: online tele-classes and webinars (yours and others), offline giving talks and seminars 9. Writing: articles, blogs, columns, press releases, ezines, newsletters ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
- 32. What show us Market Demand? 1 2 3 Less tech-savvy Thai children read Students carry piles characteristics of 8 sentences on a of books to school! Thai adults, aging daily basis people (baby boomers) Portability and Growing need easy Concerns for convenience interface-tech literacy rate ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
- 33. Consumer Analysis • • - • • 67% 31% 27% 4% ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
- 34. Consumer Analysis • • - • • ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
- 35. Key Performance Indicators (KPI) • Ad recall (mkt res.) • ROI, ROCE • Monthly sales growth vs industry’s • Projected sales vs. Actual sales • Number of downloads per • Profitability: GPM, NPM customer (customer retention) • NPV • PBP Operating profit 10,000,000.00 8,000,000.00 6,000,000.00 4,000,000.00 2,000,000.00 - ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
Hinweis der Redaktion
- For competitive analysis, there are several products provided in the market can satisfy reading needs as wellThe first group would full size premium tablets. they are not only having reading function but also applications, internet surfing, cameras….The second group would be less advanced. Which can both read e-book and display some types of e medias.The last group is the least advanced one with balck and white screen. It can only provide reading function which comes with the lowest price. Economical value of money
- The company will offer offer digital content as well: operate content provider similar to itunes. brining in the content from publishers. profit from mark up.:two sources of revenue: 1) device 2) content- daily content (newspapers, books)
- Pre launching stage: create awarenessIntroduction: create interest + informative contentGrowth: trial (in events) and conviction (when it’s bundled with 1 FREE BOOK) -> boost sales Maturity: Customer retention through magazine ads about service center
- 8.0% Print (purple)56.2% Transit (red)4.7% Sales Promotion (orange)8.4% Tradeshow/events (green)0.1% Sponsorship16.0% Broadcast (radio, TV) (yellow)6.6% Commissions (Blue)
- ทัศนคติที่มีต่อสื่อโฆษณาทางอินเทอร์เน็ต สื่ออินเทอร์เน็ต คือ สื่อที่กลุ่มตัวอย่างติดตามทุกวันเป็นอันดับที่สองสำหรับการศึกษาในครั้งนี้ ซึ่งสะท้อนให้เห็นแนวทางการเสาะหาข้อมูลของกลุ่มเป้าหมายที่สอดคล้องกับรูปแบบการดำเนินชีวิตในยุคปัจจุบันที่มีจอสี่เหลี่ยมสารพัดประโยชน์ (คอมพิวเตอร์) เป็นเครื่องมือ กลุ่มตัวอย่างได้แสดงทัศนคติเกี่ยวกับโฆษณาบนสื่ออินเทอร์เน็ตดังต่อไปนี้ % ของกลุ่มตัวอย่างที่ “เห็นด้วย” กับประเด็นต่างๆ ที่กล่าวถึงสื่อโฆษณาทางอินเทอร์เน็ต ฉันได้รับความเพลินเพลินจากการศึกษาข้อมูลของสินค้าหรือบริการต่างๆ ทางอินเทอร์เน็ต 57% โฆษณาทางอินเทอร์เน็ตเป็นแหล่งข้อมูลอีกแหล่งหนึ่งที่ฉันมักจะใช้ค้นหาเพื่อช่วยในการตัดสินใจซื้อสินค้า/บริการ 49% โฆษณาทางอินเทอร์เน็ตสร้างภาพลักษณ์ที่ดีให้กับสินค้าหรือบริการที่โฆษณา 36% โฆษณาทางอินเทอร์เน็ตมีส่วนทำให้ฉันอยากซื้อหรือทดลองใช้สินค้า/บริการที่โฆษณา 33% เนื้อหาของโฆษณาในอินเทอร์เน็ตมีอิทธิพลต่อการตัดสินใจซื้อสินค้า/บริการของฉัน 32% ฉันคิดว่าสินค้าที่โฆษณาทางอินเทอร์เน็ตมักจะมีคุณภาพไม่ดี 28%
- Proactive help: Few things are more frustrating than being in a store that you know carries a specific item that you can't seem to find. Personally, I run into this most often at the grocery store when picking up recipe items. In the offline world, a staff member can usually point me in the right direction in a matter of seconds. Beyond that, great staff members will identify frustrated shoppers and proactively help them through their buying mission. This is an experience that, so far, hasn't translated well to the web where it may be needed even more than offline.Bundling: If you go into Best Buy and pick out a digital camera, a salesperson will surely ask you whether you'd like to pick up a case, extra battery, extra storage, tripod, extended service plan, photo printer, laptop, Photoshop, etc. Why? For one, because they make more money if you spend more. But it's also a service to the customer to make sure they leave with everything they're going to need to truly enjoy their new camera. Some retail sites offer bundles, such as Amazon, but few have been able to translate the "Why?" of buying bundles to the web that come naturally in an offline transaction.
- Proactive help: Few things are more frustrating than being in a store that you know carries a specific item that you can't seem to find. Personally, I run into this most often at the grocery store when picking up recipe items. In the offline world, a staff member can usually point me in the right direction in a matter of seconds. Beyond that, great staff members will identify frustrated shoppers and proactively help them through their buying mission. This is an experience that, so far, hasn't translated well to the web where it may be needed even more than offline.Bundling: If you go into Best Buy and pick out a digital camera, a salesperson will surely ask you whether you'd like to pick up a case, extra battery, extra storage, tripod, extended service plan, photo printer, laptop, Photoshop, etc. Why? For one, because they make more money if you spend more. But it's also a service to the customer to make sure they leave with everything they're going to need to truly enjoy their new camera. Some retail sites offer bundles, such as Amazon, but few have been able to translate the "Why?" of buying bundles to the web that come naturally in an offline transaction.
- News Paper Classified Ad PostingBelieve it or not, you can actually make money with classified advertising. There are some people who wade through the classifieds each day looking for a good deal. You can capitalize on these searches with your marketing message. Be sure to have a good headline and relevant text because you don’t have much room to play around with.Your headline should be in bolded letters and your text should instruct the reader on how to get more information. There is just not enough space to explain everything via the classifieds, so don’t even try to do it. Instead, focus on generating traffic which in turns generates leads.Distributing Flyers Distributing Flyers around your city in targeted areas can be very effective if done correctly. It is so many creative ways that you can get flyers in the hands of your target market and have them jump online to visit your landing or capture page. One example is every day when you go and buy your morning paper, slip some flyers in the rest of the papers in the machine or pile. With out business it will be effective if you also do this with the employment magazines machines around your city. Another way is to take a trip down to the local college or university and post them everywhere you can including dorm entry ways and bulletin boards. There are an unlimited amount of places you can distribute flyers, you are only restricted by your creativity and imagination. If you are too busy to distribute flyers on your own you can outsource the work for relatively cheap.Business CardsBusiness cards are should be self explanatory. Informing every person you come in contact about your business targeted or not is always a good idea. Networking is a very big part off our business and can generate tons of traffic just off of word of mouth. A perfect example of this is sliding your business card in any outgoing mail that you send out including anything that has a postage paid envelope. Basic business cards are not very expensive, you can create them yourself or use a service like vista print.These are just a few methods that you can try but always remember do not restrict yourself from coming up with more of your own. We will continue to update this section with more techniques regularly so bookmark this page and check back regularly.
- concerns the government where an E reader is a cheaper alternative in the long campaign
- -Evaluation to each TVC is available by target, i.e., gender/ageMeasuring TVC‟s performance which allow marketers to more effectively make airingplan and creativity plan.-By measuring a number of TVC on the same level, relative comparison of one TVC toother is easily realized. You can compare your TVC performance with competitors‟ one.