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EADLYUnlimitied high quality print publications at your fingertips                      Fantastic Five         2012-09-27 ...
CONTENTS            Market insights              Our solution           Marketing strategy                   &            ...
SWEDISH MARKET FOR NEWSPAPERS & MAGAZINES                             68 percent read                              newspap...
TECHNOLOGICAL REVOLUTION UNDERWAY                                    Page 5
MEDIA CONSUMPTION LAST DECADE    = Need for new business models!                                      Page 6
BRIDGING PRINTED AND ONLINE MEDIA           Source: Accenture (2010)                                      Page 7
CURRENT ACTORSPotential actors                   Page 8
• Major B2B provider of media analysis, media  monitoring service• 450 newspapers & magazines supplied by the owner  (news...
• Major B2B provider of media analysis, media  monitoring service• 450 newspapers & magazines supplied by the owner  (news...
MARKETING STRATEGY  Readly will be an integral part of the digital  landscape by the end of 2014.  Our name will be the fi...
MARKETING STRATEGY                 Targeting the different Segments                                                       ...
MARKETING STRATEGY                 Targeting the different Segments                                                       ...
MARKETING STRATEGY  An Integrated Marketing Campaign to connect both worlds                                               ...
MARKETING STRATEGY  Value proposition and pricing                     One                   provider                      ...
MARKETING STRATEGY    An integrated Marketing Campaign to connect both worlds                                         SEMT...
MARKETING STRATEGY  A sound plan is the engine for success…                    …but the metrics are your steering wheel an...
IMPLEMENTATION                        Mother’s/      Valentine’s day   Farther’s Day   Christmas                          ...
CONTROLS                                                                 Annual plan control:                             ...
KPIS FOR MARKETING DASHBOARD1.   Ratio of conversion from Free to Premium model2.   New subscriptions to the different mod...
RISKS AND SOLUTIONS          • Control Process on basis of the KPIs          • Example: Low conversion rate   What do     ...
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  • Picture from http://www.eltelnetworks.com/sv/Svenska/Mer-om-Eltel/Eltels-varld/Sources: Statistics from Nordicom.gu.se and Tidningsutgivarna - Dagspress 2012
  • Sources:http://www.internetworldstats.com/stats4.htmGoogle - Our Mobile Planet: Sweden. Understanding the Mobile Consumer May 2012TNS Sifo - OrvestoKonsument 2012:1SCB Befolkningsstatistik
  • Sources:http://www.internetworldstats.com/stats4.htmGoogle - Our Mobile Planet: Sweden. Understanding the Mobile Consumer May 2012TNS Sifo - OrvestoKonsument 2012:1SCB Befolkningsstatistik
  • Source: Nordicom.gu.seTNS Sifo – OrvestoKonsument 2012:1Tidningsutgivarna – Dagspress 2012
  • Source: Accenture (2010) -Tableta rasa
  • Transcript of "Plan team7 fantastic_five.ppt"

    1. 1. EADLYUnlimitied high quality print publications at your fingertips Fantastic Five 2012-09-27 Page 1
    2. 2. CONTENTS Market insights Our solution Marketing strategy & Implementation Page 2
    3. 3. SWEDISH MARKET FOR NEWSPAPERS & MAGAZINES 68 percent read newspapers dailyGlobal top7 market 60 percent read 2,8 million magazines newspapers weekly distributed daily Page 3
    4. 4. TECHNOLOGICAL REVOLUTION UNDERWAY Page 5
    5. 5. MEDIA CONSUMPTION LAST DECADE = Need for new business models! Page 6
    6. 6. BRIDGING PRINTED AND ONLINE MEDIA Source: Accenture (2010) Page 7
    7. 7. CURRENT ACTORSPotential actors Page 8
    8. 8. • Major B2B provider of media analysis, media monitoring service• 450 newspapers & magazines supplied by the owner (news agency TT)• Growing ready to enter the B2C market Page 9
    9. 9. • Major B2B provider of media analysis, media monitoring service• 450 newspapers & magazines supplied by the owner (news agency TT)• Growing ready to enter the B2C market• Enters Readly! Page 10
    10. 10. MARKETING STRATEGY Readly will be an integral part of the digital landscape by the end of 2014. Our name will be the first association of consumers when it comes to high quality print publications on the internet. Page 11
    11. 11. MARKETING STRATEGY Targeting the different Segments Product 2 different access models Free alternatives Has subscribtions Price Has no •This is an example text. subscribtion Go ahead an replace it with your own text. This FreemiumQuality demand is an example text. Place Free alternatives ? Online, on your mobile device Promotion Preparedness to pay Page 12
    12. 12. MARKETING STRATEGY Targeting the different Segments Product 2 different access models Free alternatives Has subscribtions Price Has no •This is an example text. subscribtion Go ahead an replace it with your own text. This FreemiumQuality demand is an example text. Place Free alternatives ? Online, on your mobile device Promotion Preparedness to pay Page 13
    13. 13. MARKETING STRATEGY An Integrated Marketing Campaign to connect both worlds Page 14
    14. 14. MARKETING STRATEGY Value proposition and pricing One provider OFFERINGS Free One - All Content purchase - Missing pages - Extra ads Premium Superior - 99 SEK / month quality - Full access - Extra functions All content 2012-09-06 Page 15
    15. 15. MARKETING STRATEGY An integrated Marketing Campaign to connect both worlds SEMTraditional Ads People look for onlineIn a context where customers content.are most likely to respondpositively. Social Media Use Not for quick ROI but to integrate our brand in the Public Relations digital networks and to Get into the media. enhance iterative product development with user feedback. Friendship Marketing Going for the „Holy Grail“ Page 16
    16. 16. MARKETING STRATEGY A sound plan is the engine for success… …but the metrics are your steering wheel and brakes! Page 17
    17. 17. IMPLEMENTATION Mother’s/ Valentine’s day Farther’s Day Christmas Page 18
    18. 18. CONTROLS Annual plan control: • examine whether the planned results are beingProfitability Control achieved• examine whether • by analyze the making/losing money sales/market• evaluate the revenue share/financial analysis and cost of free Strategic Control model/payment model • examine whether the• 1/month company is pursing the best opportunities • by analyze the marketing audit,etcNov/ Dec 01 02 03 04 05 06 07 08 09 10 11 12/13 12 Page 19
    19. 19. KPIS FOR MARKETING DASHBOARD1. Ratio of conversion from Free to Premium model2. New subscriptions to the different models3. Subscribers’ churn rate4. Average time spent per reader5. Average number of publications used per reader6. Activity in social media Page 20
    20. 20. RISKS AND SOLUTIONS • Control Process on basis of the KPIs • Example: Low conversion rate What do Why is it Adjustment Performance What is Reason we want to happenin happening? achieve? g? What should we do about it?• 10% annual • 5% conversion only • Low perception of • Communicate the conversion from free difference between superior offering of to premium offerings premium model better Page 21
    21. 21. Page 22
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