Kindle Marketing Plan

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Kindle Marketing Plan

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Kindle Marketing Plan

  1. 1. Kindle Marketing Plan
  2. 2. Our Company Background Kindle Co.,Ltd. Ki dle C Ltd is the leading e book dealer e-book and content coordinator based in Thailand with significant international operations.
  3. 3. Our Company Background• The capital foundation of 400 Million Baht• CDMA network of Hutchison CAT Wireless Multimedia Co.Ltd• Rapidly growing business in e book dealer and content coordinator e-book• The only one authorized dealer in Thailand• The headquarter of Kindle is The Tower which is located in Rama 4th q road, Klong Tier, Bangkok
  4. 4. Company Background (Con.) Vision :• To be the leading integrated knowledge provider with friendly high- end technology to public and customers’ satisfaction Mission:• To provide experience, pleasure, and the integrated knowledge with friendly high-end technology to public and customers’ satisfaction
  5. 5. KindleTechnical Specifications p f Kindle with the Back Cover removed.
  6. 6. KindleTechnical Specifications p f Display Di la
  7. 7. KindleTechnical Specifications p f Size Si e
  8. 8. KindleTechnical Specifications p f Weight i h
  9. 9. Kindle Technology• Electronic Ink is a type of electronic paper manufactured by E Ink Corporation. It i a proprietary material th t i processed i t a fil C ti is i t t i l that is d into film for integration into electronic displays, particularly for E-book devices such as the Sony Reader, the iLiad, the Cybook Gen3, the Amazon Kindle and the Readius device from Vision.
  10. 10. Kindle Technology (con.) EVDO/CDMA EVDO• Telecommunications standard for the wireless transmission of data through radio signals CDMA• Multiplexing techniques adopted by many mobile phone service providers around the world
  11. 11. Kindle Technology (con.) EVDO Telecommunications standard for the wireless transmission of data through radio signals i l
  12. 12. Kindle Technology (con.) CDMA Multiplexingtechniques adopted by many mobile phone serviceproviders around the world
  13. 13. Adoption process d i Degree of Innovation1.1 Continuous Innovation / Minor change2. Discontinuous Innovation / New to the world3. Dynamically Continuous Innovation / Major Change y y j g
  14. 14. Adoption process d i Early Adopters / Visionaries• Want to revolutionize competitive rules in their industry• Attracted by high-risk/high-reward projects• Not necessarily very price sensitive• Demand customized solutions and intensive tech support• Product form competition• Early adopters communicate horizontally
  15. 15. The degree of innovationIncremental Continuous Radical
  16. 16. Environment Analysis i l i Political P liti l Social S i l Technology T h l• Thai Political is not • Increasing of g • Moore’s Law stable Adoption Process for • Mobile and• Free trade agreement High Tech Product Multimedia of electronic • Increasing of literature • Knowledge equipment rate of Thai people Management
  17. 17. Environment Analysis i l i Economic E i Environmental E i t l Legal L l• Inflation • Global Warming • Copy Right Concerned
  18. 18. SWOT Weaknesses Strengths Strengths St th Weakness • First to the market • New Product • Speed of delivery a new book. • New technology p y gy • Lower Price Advantage • Capital Assets • Download anywhere anytime • Partner Reputation & ReliabilityOpportunities Threats Threats • Rapid Change in Technology • Innovation Awareness • Global Warming Concerned • Negative Opinion • Uncovered Network • Unlike Reading People
  19. 19. Consumer Research AnalysisSampling 360 peoples Target Group : Love Reading & Technology Open-minded
  20. 20. Consumer Research AnalysisDemographic of Target Group • Sampling unit, male and female are nearly the same amount. • Sampling unit at 20-30 years of age and 30-40 years of age are around 66% and 23% respectively. % % p y • Education Degree : Bachelor or Master 93% • Occupation : Student or Worker 65% • Salary : 10 000 – 30 000 Baht 48 % 10,000 30,000 %.
  21. 21. Consumer Research Analysisสาเหตทีชอบการอานหนงสอ e-bookสาเหตุท่ชอบการอานหนังสือ e book
  22. 22. Consumer Research Analysisสาเหตทีไมชอบการอานหนงสอ e-bookสาเหตุท่ไมชอบการอานหนังสือ e book
  23. 23. Consumer Research Analysisปปจจัยทีี่มีผลตอการเลือกซื้อ e-book  ื ื สะดวกพกพา 5 4 3 2 รับประกัน ถนอมตา 1 0 พื้น ที่เก็บ ทนทาน Link หนังสือ e-book หนังสือดิจิตอลที่ข ายตางประเทศ
  24. 24. Consumer Research Analysisความตองการคณสมบัติของ e-book ในดานตางๆความตองการคุณสมบตของ e book ในดานตางๆ
  25. 25. Potential Entrants: Five Forces High + Enter the market - make the content Supplier: High Industry Competitor: Buyers: Low Low+ Supplier’s power - Direct competitor - Customer’s power - content + indirect competitor Substitutes: High + Book & E-Book
  26. 26. Competitors Budget Competition Generic Competition E-Book e.g amazon.comProduct Category Competition Nokia 770 o a 0 Product Form Competition Sony Reader Brand Competition
  27. 27. Unique Selling PointE-InkE Ink Technology® More comfortably read as same as the physical paper® No irritation from e letter effects e-letterPersonal Mobile Library® Personal library anytime & anywhere
  28. 28. STP Segmentation i High Technology Seekers g gy The Pessimists The OptimistsLow b d tL budget High budget Hi h b d t Low b d t L budget High budget Hi h b d t Sidelined Hand Shakers Technostrivers Fast Forwards Citizens Traditionalists Digital Hopefuls New Age Nurturers Media Junkies Gadget Grabbers Mouse Potatoes
  29. 29. STP Target MarketFast ForwardsThese customers are the biggest spenders, and they are early adopters ofnew technology for individual use.
  30. 30. STP STP Positioning ii i Innovation Sony Reader  Convenience Nokia 770 N ki 770Slogan “Library U”
  31. 31. Intensive Growth strategy Current Product New Product Market-penetration Product-development Market-penetrationCurrent strategy strategy strategyMarketM kNew Market-development Diversification DiversificationMarket strategy strategy strategy Innovation strategies - This deals with the firms rate of the new product development and business model innovation It asks whether the company is on the cutting edge of innovation. technology and business innovation. There are three types: 1. Pioneers 2. Close followers 3. Late followers
  32. 32. Brand development strategy Product category Existing New Line extension Brand extensionExisting strategy t t strategy t tBrandNew Multi brands New brandsBrand strategygy strategy gy
  33. 33. Product StrategyCompetency Product
  34. 34. Product Strategy Import kindle. Build in software to support Thai display. Coordinate with partner. p
  35. 35. Kindle ProductContent Accessory
  36. 36. Product Technology General Feature
  37. 37. General FeatureLi ht and thinner than a regular b kLighter d thi th l book200 books containableC i blConvenient portableUSB P Port
  38. 38. Technology h lElectronic Paper and E‐Ink technology Electronic Paper and E Ink technologyUr smart  CDMAOne minute downloads
  39. 39. ContentBooks newspapers magazines Blogs g And mores
  40. 40. Content• Offers more than 99 of 112 books currently found on the CU Book Best Seller list.• Lets you download and read the beginning of any book for g g y free. Books
  41. 41. Content BooksSome of our most popular titles include: Smart - I อัจฉริยะ เรียนสนุก ผูแตง/แปล : เดอะท็อป ซีเคร็ท (THE TOP SECRET) ผูแตง/แปล : วนิษา เรซ ผูแตง/แปล : ธันวคม จุลรุจน พุทธมิลนประทีป ิ สม สุจราี ราคาปก 196.00 บาท ราคาปก 215.00 บาท ราคาปก 175.00 บาท ราคาพิเศษ 176.00 บาท ราคาพิเศษ 194.00 บาท ราคาพิเศษ 149.00 บาท
  42. 42. Content• offers top Thailand and international newspapers.• Subscriptions are auto- delivered wirelessly to your smart Kindle.Newspapers
  43. 43. Content NewspapersSome of our most popular titles include:
  44. 44. Content ff di• offers an expanding selection of magazines to meet interests in news, politics, business, and more.Magazine
  45. 45. Content MagazinesSome of our most popular titles include:
  46. 46. Content• Unlike reading blogs on your PC.• Delivered to your favorite blog for free free. Blogs
  47. 47. Content BlogsSome of our most popular titles include:
  48. 48. Content• Eli i ti th Eliminating the • E j audiobooks. Enjoy di b k need to print. • Listen via smart• makes it easy to y Kindles speaker or p take your personal plug in your documents with headphones for youself. y private listening. p gPersonal Files Audiobooks
  49. 49. AccessoriesUSB Cable Charger Silicone Skin Cover Memory Battery
  50. 50. Price Strategy - ProductOffensive Strategies Price Performance Ratio Ur Smart Value Cost
  51. 51. Price - Product 13,900 13 900 Baht KindleKindle
  52. 52. Price - Product Content Price1. Books Save 30– 40 % of print list price2. Newspapers Save 10 - 20 % of print list price3.3 Magazines Save 10 - 20 % of print list price4. Blogs Free5. And more Free
  53. 53. 3P-Channel Everywhere with Ur Smart Kindle S t Ki dlCustomer •Kindle’s Store in Department Store Our Company •Corporate’s Website •CU book (6 months after launch)Amazon
  54. 54. MPRPre-Launch(Visionary’s test)Objectives: Brand awareness, Create experienceTheme : Ur smart KindleParticipants : Press, VisionariesPlace : Maruay Library, EsplanadeDate : August 1st , 2008BudgetB d t: 2,000,000 Baht 2 000 000 B ht
  55. 55. MPR Press ReleaseObjectives: Brand awarenessTheme : High Tech in ur StylePlace : - Newspaper Manager , Bangkok Post - Magazine Computer TodayDate : August 16th , 2008Budget : 50,000 Baht
  56. 56. Trade ShowCommartC tObjectives : Brand awareness, Show newinnovation, Get order, Get questionnaireTheme : Ur smart KindlePlace : Queen Sirikit National ConventionCenterDate : 13 – 16 November, 2008Budget : 4,000,000 Baht
  57. 57. Trade Show
  58. 58. Road Show Universities U i itiObjectives : Brand awareness Show new innovation awareness,Theme : Enjoy reading with e-ink by smart KindlePlace : C book in each university (5 branchs) Cu ni ersit Date : November – December 2008 Budget : 4,000,000 Baht
  59. 59. Personal SellingKindle’s StoreObjective : Introduce the product, Follow upTheme :Th Smart pretty with ur S t tt ith smart KindlePlace : Kindle’s store Kindle s (20 branches)Date : August 15th , 2008 and onwardsBudget : 1,000,000 Baht
  60. 60. Kindle Store20 branches Smart Design
  61. 61. Direct Marketing To…. kindle FriendsDirect e-mailObjectives : Introduce productTheme : Ur smart KindleParticipants : Name list from HutchDate : August 15th , 2008Budget : 0 Baht
  62. 62. Direct Marketing i k i Corporate website Objectives : Reach target group directly, Brand awareness Theme : Ur smart Kindle Place : Website Date : August 15th , 2008 and onwards Budget : 500,000 Baht
  63. 63. Sale Promotion Via Kindle’s Store, Fair Store Objectives : Boost sales Budget : 2,500,000 BahtBook : Free 10 books loading as ur mind Newspaper : Free two-week trial for newspaper subscriptionMegazine : Subscribe 1 year get free 2 issues Others : Free interactive book via corporate Kindle website (www.kindle.co.th) (www kindle co th)
  64. 64. Sale PromotionVia Corporate websiteObjectives : Boost salesExecution : Free delivery, Guarantee 1 year, Upgrade softwareTheme : Ur smart KindlePlace : WebsiteDate : August 15th , 2008 and onwardsBudget : 1,450,000 1 450 000 Baht
  65. 65. AdvertisingMagazine, computer book g , pObjectives : Brand awarenessTheme : Everywhere with ur smart KindlePlace : Computer today, e-leaderDate : 1st week of September p and November 2008Budget : 1,000,000 Baht
  66. 66. AdvertisingBrochureObjectives : Introduce productTheme : Everywhere with ur smart KindlePlace : Kindle’s Store, FairDate : August 15th , 2008 and onwardsBudget 500,000 BahtB d t : 500 000 B ht
  67. 67. AdvertisingOut of Home : BTS banner Objectives : Brand awareness Theme : Everywhere with Kindle Place : Siam station Date : October and December 2008, February and June 2009 Budget : 2,000,000 Baht
  68. 68. AdvertisingWebsite bW b it bannerObjectives : B d awarenessObj ti BrandTheme : Ur smart kindlePlace : Pantip, Manager websiteDate : September 2008 and onwardsBudget : 1,000,000 Baht g
  69. 69. Activities Schedule Press Released Pre-Launch Ad. Ad. Ad. Ad. Mag Mag Mag Mag RoadShow Commart Web Web Web Web Banner Banner Banner Banner Sale Sale Sale Pro Pro Pro Direct Mail Coperate Website Personal Selling Brochure May / 09 Aug / 08 Sep / 08 Nov / 08 Dec / 08 Aug / 09 Sep / 09 Nov / 09 Dec / 09 Feb / 09 Mar / 09 Feb / 10 Jan / 09 Jan / 10 Oct / 08 Apr / 09 Oct / 09 jun / 09 Jul / 09 y
  70. 70. Total 20 Millions Baht Budget geMPR Pre-Launch 2,000,000 Press Released 50,000Trade Show 4,000,000Road Show 4,000,000Personal Selling 1,000,000Direct Marketing Direct e-mail e mail 0 Corporate Website 500,000Sales Promotion Via Kindle’s Store 2,500,000 Via Corporate Website 1,450,000Advertising Magazine, Computer book 1,000,000 Brochure 500,000 Out of Home : BTS banner 2,000,000 Website banner 1,000,000 , ,
  71. 71. EvaluationIMC ActivitiesAwareness Reach : 80 % in 3 months Frequency : 10 times/ monthSales Volume By B product : 32 000 Ki dl i 18 M th d t 32,000 Kindles in Months Product Profit : 300 Million Baht Break Event Point : 2,050 Kindles in 18 Months By content : 100,000 download/ month Content Profit : 5 million baht/ month EVDO/CDMA
  72. 72. Thank You High – Tech Marketing g gคณะพาณิชยศาสตรและการบัญชี จุฬาลงกรณมหาวิทยาลัย นางสาววัชรี ศิรมหัทธโน ิ นางสาวศิริพร พงศวิญู นางสาวสรลดา บุรณศร นางสาวสิริลดา บรณศิริ
  73. 73. Thank You Onion HeadSiriporn Pongvinyoo mrkokung@hotmail.com

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