Sony e reader marketing strategy for france


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A Marketing Strategy for SONY E - Reader in France.

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  • EPUB: the most common eBook format
  • Average Price: 453$- Sony is below the avarage SONY, Amazon: Sony Digital Reader Touch Edition - Black (PRS600BC) : 300$ Sony Digital Reader Pocket Edition - Silver (PRS300SC) : 200$ Sony Digital Reader Pocket Edition - Pink (PRS300RC) : 200$ Sony Reader Daily Edition PRS-900BC : 400$ APPLE, Apple Store:Wi-FiAvailable April 3, 16 GB, $499 Wi-Fi + 3G, 64GB, $829 Kindle, Amazon: Kindle 259$ Kindle DX 489$ Cybook, Opus Touch $169,99 Gen3 250$
  • This association is also a company producing its films/movies which aim is to transmit and explain culture, concepts, etc… to both deaf and non-deaf children  innovative content for the Reader because those support are at their beginning (works with the Louvres, in Paris)
  • The reader should be only present where the customers have time to understand the true value of it Furet Du Nord has 10 stores on the northern part of France...
  • Consumer preferences: Before coming to the hotel people may state their book preference to be uploaded to the Reader! Hotels  Market already targeted by SONY
  • Trains / Cruise / Airplanes Confirmation online with a small added fee for usage during the trip. Cruise Companies  Market already targeted by e-Readers.
  • PS: Visitors will be given the opportunity to enjoy the new Sony Reader in the café, while sipping a cup of aromatic coffee. This will result in an overall positive experience.
  • PS : Comments from our experience when we visited the Fnac Store in Lille!'%20/%3E ( Auchan already sells Sony products)
  • PS: Custom i zat i on of the box/case - I-Styles Cases with personal photos, your kids’ drawing, plus engraving for your special people. Design: Sony Reader becomes a real part of you, your personality, your mood ( colors of the box, design, pictures on it, materials: rigid, flexible plastic to cover ) CLUB CARDS Each purchase concerning the Reader (box, accessories, books, etc.) is collected on a card (ex: Fnac card)
  • Tone of voice: Explain indirectly the utility of the Sony Reader (transport, functionality, content and innovation)
  •   *   "Citoyens de la Terre" : international conference which occurred in Paris in February 2007 fighting for a worldwide ecological governance --> ecological responsibility : a subject which matches with one aspect of the Sony Reade. Interest for Sony to be present at the occasion of other ecological meetings (national and/or international). ( ) *   France at the presidency of the G20 : project of a meeting for the presidents of the countries which are part of the G20 in Paris in 2011 --> potential building of a huge conference/convention center in Paris to allow this --> big interest for Sony to be part of it (ability to settle meettings with more than 5,000 people) ( )
  • Discussions : They discuss about the features of the product, they express their feelings and they ask for certain questions. They also express their disappointment if they are dissatisfied with the product.
  • Sony e reader marketing strategy for france

    1. 1. SONY READER DOTZEVA Milena, KASNAK Sukran KLAPPAS Panagiotis, MATHUR Bhuvan, MORVAN Cecile
    2. 3. Agenda Product Competitors Idea Content Distribution Communication
    3. 4. Agenda
    4. 5. Product Presentation <ul><li>The SONY Reader is a digital book reader. It is an innovative new way to carry all your favorite books in electronic format and enjoy them whenever you want. </li></ul><ul><li>Huge choice of eBooks: store 100s, even 1000s, of eBooks </li></ul><ul><li>Read for hours on a paper-like screen </li></ul><ul><li>Support for multiple file formats (EPUB, PDF, Word documents, music, image) </li></ul><ul><li>Lightweight & colorful design </li></ul><ul><li>Low energy use for a long battery life (6,800 to 7,500 page turns) </li></ul><ul><li>3 versions : Reader Pocket Edition, Reader Touch Edition , Reader Daily Edition </li></ul>
    5. 6. Agenda
    6. 7. Value Curve
    7. 8. Product Benchmarking Features SONY Reader Apple IPAD Amazon Kindle Barnes& Nobles Nook Booken Cybook Versions Pocket, Digital, Daily Wi-Fi ,Wi-Fi +3G Kindle1,2, DX Nook Opus, Gen3 Accessories Cover with reading light,screen protector Keyboard Dock,case, dock,camera connection kit, USB power adapter Cover, Light,earphpne,adapter, skin, Cover, Back&Frame, Light,Rec.Battery,USB cable, Mobile SD card Protection sleeve, USB cable, memory card, frame Backlight No Yes No No No Touch Screen Yes Yes No Yes No Weight 7.8 Ounce 24 Ounce 10.3 Ounce 12.1 Ounce 5.3 Ounce Memory 512 MB 16-32-64 GB 2 GB 2 GB 1 GB Color option Yes No No No No Extra Features Music, photos,notes Music, videos, photos,e- mail, Accessibility Free Access to Wiki, Sharing, syncing, Sharing, syncing, Photos Photos, music Battery Life 2 weeks 10 hours 2 Weeks 10 days 2-3 weeks Connectivity Wi-Fi, 3G(New) Wi-Fi ,Bluetooth ,3G Free Wireless (Free)Wi-Fi on stores,3G No (Mob. Phone Tech), 3G
    8. 9. Current Price M iddle range reader .
    9. 10. Competitors Distribution: Apple Online Store, FNAC (soon) Apple Retail Stores Distribution: Online Kindle Store Distribution: Barnes&Noble online store ( not for sale outside U.S), (inter), BN stores Communication:, Online Social Communities, Blogs, Special Events,Press, Commercials Communication: Commercials, , Online Social Communities, Blogs , Press Communication: Commercials,, Online Social Communities, Blogs ,Press, Content: E-Book, e-mail, music, video, newspaper, photo, magazine, itunes, maps, calendar Content: E-book, newspaper, magazine Content: E-book, newspaper, magazine, Audiobook, photos
    10. 11. Competitors Distribution: Booken online shop, FNAC (online), Pixmania (online), Book ( online) stores e.g.Gibert Joseph, Gibert Jeune Communication: commercials, , Online Social Communities, Blogs , Press Content: E-book, newspaper, magazine,music, photos Distribution: FNAC, Sony (Online) Store , Communication: Youtube commercials, , Online Social Communities, Blogs , Press Content: E-book, newspaper, magazine, music, photos <ul><li>ORANGE is also com ing out with an e-reader in the future </li></ul><ul><li>H ot news every hour via hourly wireless updates by 3G and WiFi connections. </li></ul><ul><li>The 1GB device will also come with 30 preloaded books and is already under a </li></ul><ul><li>two-month public testing trial. </li></ul><ul><li>Orange's machine concentrates almost exclusively on newspapers, namely Le Monde, Le Parisien, Les Echos, L'Equipe and Télérama </li></ul>
    11. 12. Points of Parity/ Difference Competition with US Brands: Sony v s . Apple
    12. 13. Points of Parity/ Difference Competition with other US Brands: Sony v s . others
    13. 14. Consumer Perceptions The iPad will be the new media device that sets the standard for all publishers and developers around the world Honestly, I think I will use it mainly as an eBook reader and also as a mobile internet tablet Instead of a laptop . I think it will be more convenient , as far as size goes. 3G data will be cheaper as well. F acebook, youtube, games, web, app lication s, music, vid eo s, pic ture s that what I will use O n plane flights as a movie platform it will be nice as the screen size is great and so is the battery *Quotes from online blogs and interviews MEDIA DEVICE
    14. 15. Consumer Perceptions CYBOOK SONY Batterylife:  several weeks of normal use (consumes no energy when displaying a page ) T hough the Sony Reader Pocket Edition is heavier than the Opus and has fewer font options, it is similar in size and costs less Comfortable : Read in all conditions – indoors or outdoors, even in direct sunlight Simple : Easily downloads titles by connecting to a computer’s USB port (PC or Mac) “ I just love the touch screen and the backlight ” The design is “ boxy, clunky and old school 80s!” The ability to change the font size on any page USER FRIENDLY Strong and Sturdy
    15. 16. Points of Parity/ Difference Direct Competition: Sony v s . Cybook
    16. 17. Consumer Perceptions NOOK KINDLE L ove to listen to music as reading Easy to read : E -ink screen very easy on the eyes for extended periods S horter battery life than kindle Great interface, color touch screen, expandable memory, mp3, pdf, wi fi , 3 G , after update fast!!! Would recommend to anyone looking for a quality e-reader at a reasonable price. Too many features and difficult to use Easy downloads Low E Book Prices “ You don't have to go to the library or the bookstore or wait for a book to arrive in the mail, you simply download it” “ sophisticated” and “elegant” looking “ I really look forward to a touch screen , colour display and faster speed” SCREEN FREE WIRELESS
    17. 18. Percep t ual Map DESIGN SIMPLICITY LOW PRICE HIGH PRICE Just Price Good Features Higher Priced for the current simple features Great Features but expensive Just Price Good Features Low Price Simple Design
    18. 19. Agenda
    19. 20. Experience
    20. 21. Target Market For Newspapers and books For books and general content For school books and leisure
    21. 22. <ul><li>Different Segmentation from iPad in terms of: </li></ul><ul><ul><li>Price positioning </li></ul></ul><ul><ul><li>Computer Experience </li></ul></ul><ul><li>Aim: maintain the closest feeling a person can have to a paper book </li></ul><ul><li>Offer: convenience and flexibility in today’s busy life in terms of content </li></ul>Strategic Intentions
    22. 23. Distribution Strategic Intentions
    23. 24. Concept Story Heavy School Bags : Destroying Childhood Kids struggle with the weight Empowering the Kids with the SONY E Reader Educate your kids in a healthy way
    24. 25. Concept Story Remember when you had to carry the weight of your favourite books when you travelled? And the additional Duty you had to pay at the airports SONY E- Book Reader “ An affordable Solution ”
    25. 26. Concept Story Remember when you didn‘t know how to make your child comfortable and happy during travelling Take care of your child’s education or lull your angel to sleep, while travelling SONY E Book Reader with audio story teller and an education pack Be sure you maintain your kids’ smile :)
    26. 27. Agenda
    27. 28. * Based on a consumer research Content
    28. 29. Content
    29. 30. Content <ul><ul><li>Signe de S e ns is an association established to help deaf children to build themselves by explaining different aspects of culture with mime, image and creativity (paintings, history, abstract concepts,…). </li></ul></ul><ul><li>This association already works with the Louvre Museum . </li></ul>To be really innovative the Reader has to be accessible to all of us, handicapped or not . PARTNERSHİP WİTH « SIGNE DE SENS  »
    30. 31. Agenda
    31. 32. Product Distribution
    32. 33. Distribution & Targets
    33. 34. Universities & Schools <ul><li>Increase Partnerships with Universities . </li></ul><ul><ul><li>Implement the SONY Reader in libraries and class rooms </li></ul></ul><ul><ul><li>Offer students the opportunity to borrow one on monthly or yearly basis </li></ul></ul><ul><li>Main Utility: </li></ul><ul><li>No need to carry all the books or search them in the libraries </li></ul><ul><li>Eco friendly dimension: </li></ul><ul><li>A lot of space will be saved in libraries, if there were </li></ul><ul><li>more e-books offered instead of the limited </li></ul><ul><li>textbooks. </li></ul><ul><li>Benefit for the future : </li></ul><ul><li>Young students can be SONY Reader’s </li></ul><ul><li>potential buyers when they graduate. </li></ul>Students
    34. 35. Pricing for Libraries and Schools
    35. 36. Pricing Models for Schools and Libraries Analyzing e-book pricing options and models based on FinELib e-book strategy Paula Mikkonen The National Library Helsinki, Finland 19 € : Paper book 15 € : e-book
    36. 37. Hotels - Conferences <ul><li>Partnerships with Luxury and Business Hotels </li></ul><ul><li>Offer SONY Readers to clients for free and increase the awareness. </li></ul><ul><ul><li>Have a flyer at the reception </li></ul></ul><ul><ul><li>Make it available in rooms based on the Customer’s preferences. </li></ul></ul><ul><ul><li>Collaborate with the hotels, use their CRM database to target people who stay in the hotel mostly because of business trips and not of sight seeing / relaxation incentives. </li></ul></ul><ul><li>During Conferences </li></ul><ul><li>Gap time from the check out at </li></ul><ul><li>the hotel to the airport boarding </li></ul>Business People
    37. 38. <ul><li>Collaboration with: </li></ul><ul><li> Airline Companies </li></ul><ul><li>Offer to Business Class and First Class Passengers / </li></ul><ul><li>at Business Class Lounges of Air France </li></ul><ul><li> Cruise Companies </li></ul><ul><li>Croisières Costa, abcroisiere, MSC Croisière… </li></ul><ul><li>Trains </li></ul><ul><li>Offer to first class and business class </li></ul><ul><li>passengers for long trips of SNCF </li></ul>Transport Companies Business People
    38. 39. <ul><li>Focus on the cultural aspect of the French market </li></ul><ul><li>Make the Reader available in selected famous, popular and trendy cafés, in major cities, starting with Paris. </li></ul><ul><li>Give the chance to experience the sample Reader first hand without worrying about costs. </li></ul><ul><li>Target places: </li></ul><ul><li>Café de la Paix, Café de Flore, Café des Deux Magots </li></ul><ul><li>Aim : </li></ul><ul><li>Educate our potential customers about the Reader’s utility and profits </li></ul><ul><li>Main Utility: </li></ul><ul><li>Ability to download music & books </li></ul><ul><li>Library </li></ul>Cafés
    39. 40. <ul><li>Maintaining the distribution partnership with Fnac (store & website), </li></ul><ul><li>NOT as an exclusivity by focusing on: </li></ul><ul><li>Improving the Sony Reader Stand </li></ul><ul><li>Improving the service conditions – give training to the staff, since </li></ul><ul><li>they are not well educated about the Sony Reader / employ SONY </li></ul><ul><li>experts for the Reader. </li></ul><ul><li>Also: </li></ul><ul><li>Improve the product visibility in the </li></ul><ul><li>SONY Style Boutique in Paris – George V </li></ul><ul><li>Begin partnership with other distribution channels </li></ul><ul><li>like Auchan . </li></ul>Placement in Stores
    40. 41. Online Distribution <ul><li>Web distribution to be developed: </li></ul>
    41. 42. Loyalty Tools
    42. 43. Agenda
    43. 44. <ul><li>Intensive optimization of new media </li></ul><ul><li>online social communities and blogs with banner campaigns </li></ul><ul><li>Using a benchmarking from Nespresso’s advertisement strategy for </li></ul><ul><li>our TV campaign </li></ul><ul><ul><li>publish advertisements online and create a contest where the audience will vote for the one they prefer to be aired on TV </li></ul></ul><ul><ul><li>create a blog / facebook group where they can comment </li></ul></ul><ul><ul><li>broadcast on TV of the winner ad </li></ul></ul><ul><ul><li> strong link between website and TV: reinforce the communication strategy / minimizing costs and risks </li></ul></ul><ul><li>PR campaigns and Conferences </li></ul>Communication Business People
    44. 45. Proposed Ad. Concept
    45. 46. <ul><li>Collaboration with companies that organize conferences (Medical, Educative, Technical, Business) </li></ul><ul><li>Check the main conferences that take place in France. </li></ul><ul><li>Form a group of experts who present the SONY - Reader in the beginning of the conferences. </li></ul><ul><li>Place flyers and samples for demonstration, near the conference gates. </li></ul>Event Management Business People Students
    46. 47. Proposed Collaborations <ul><li>Ecological / Environmental Conferences (national and/or international). </li></ul><ul><li>Example: &quot;Citoyens de la Terre&quot; : international conference which </li></ul><ul><li>occurred in Paris in February 2007 fighting for a worldwide ecological </li></ul><ul><li>governance </li></ul><ul><li> ecological responsibility matches with 1 aspect of the Sony Reader. </li></ul><ul><li>France at the presidency of the G20 in Paris in 2011 : </li></ul><ul><li>Potential building of a huge conference / convention center in Paris </li></ul><ul><li> Opportunity for Sony to be a sponsor </li></ul><ul><li>Meetings with more than 5,000 people. </li></ul>Business People
    47. 48. <ul><li> 4 Existing Facebook groups dedicated to </li></ul><ul><li>the Reader. </li></ul><ul><li>#1 : I ♥ Sony Reader </li></ul><ul><li>890 members </li></ul><ul><li>Intention: Give a «super-sexy» feeling to e-Reading </li></ul>Communities <ul><li>Improve the dialogue inside the social media. </li></ul><ul><li>Make the Reader more visible and attractive on the SONY website and especially on the corporate SONY FB group </li></ul>Objective
    48. 49. Thank You