[Elite program 2] assignment 5.1 hong ngoc- van huong

1. [ASSIGNMENT 5.1] Market research
[Hồng Ngọc & Vân Hương]

2. “Conduct a survey with a minimum of 100 samples about the HCM students’ attitude of
reading and buying online books to justify the potentials of e-book market and plan
feasible business ideas”
1. DESK
RESEARCH
2. SURVEY
3. IN-DEPTH
INTERVIEW
4. FINDING
INSIGHT
5. BIG
IDEA
6.
BUSINESS
PLAN
Consumer understanding phase
Insight generation phase
Business translation phase

3. E-Books In Vietnam
stagnateat 1% of Total Book
Buying Market Share .
(Pandora.vn)
No harsh competition:
Some e-book webs in Vietnam
are Aleeza, .Most consumers
are the young. [Internet]
Ebook Trend in Global:
Moving towards ebook for study
and research because of high
demand of consumer .
( Global Ebook report - Rudiger)
CATEGORY TRUTHNot reach to ebook
demand because not
follow global trend
Habit of young Vietnamese
book-users is really
traditional:read print
books and go to offline
bookstores.
Ebook users are mainly
students at universities
and usually use Google to
find foreign webs
(especiallyof China) to find
ebooks.
Students use free- ebook
webs for studying and
researching
SURVEY ORIENTATION
Focus on digging down the
differentiation between print
and ebooks, otherwise find out
why students use free ebooks

4. Target:18 – 23 years old
 Male and female
Live in HCMC
Readbooks in recent 6 months
 Survey:
http://goo.gl/forms/i47bGvFbhZ
 Result: 56 respondents
Students use printbook mainly for
relaxation, ebooks for study/
researchat school.
40% read printed novels and
comics
30% read Vietnamese specialised
printed books, 25% read English
specialsed ebooks
67% find ebooks through Google
21% list foreign web ebooks
No particular website deliver all
ebook demand of consumers so their
loyalty is quite low
35% is ready to pay for no-longer-
published ebooks
26% is ready to pay for foreign
ebooks
Students will pay money and read e –
books when sources are rare
48% will pay 5-20k for a ebook
32% will pay 20-30k for a ebook
Price range suitable for them maybe
5-30k/ ebook

5. FASHIONISTA
29%
CONTENTERS
12%
SKIMMERS
35%
PROFESSIONALS
24%
Willing pay high
Willing pay low
Realaxing Researching
Choose Skimmers:
•They are ready to use e – book => easier to
convert from free topaid ebooks.
• Market size is large enough
•Do not have many requirements, just need
researchingcontents and cheap price.
PROFILING TC
 No care about covers
 Skim to get ideas
 Read with friends or read
for team – work
Read specialized books
 Place: at home, library,
university
 Willing to pay a little
money

6. In-depth interview 2 HCMC students in the
targetgroup
Nhat, 22 YO
 4th student
 Is preparing for dissertation
 Use both print and ebooks
Used paid ebooks on Amazon
 Google to find names of choosen
ebooks.
 Read ebooks on laptop
Planet
Exercise
Thuy, 21 YO
 3th student
 Is preparing for coming IELTS test
 Use both print and ebooks
 Never used paid ebooks
Google to find names of choosen
ebooks.
Download and print ebooks to read
Print planet is old, warm and cozy.
Residents often go by bike or by
foot. They like slow moments such
as drink a coffee cup , listen a
sonata or walk in the sun.
Ebook planet is new, active and
dynamic. Residents often go by bus
or motorbike. They like hard-working
in rush, which is motivated by
success of others. There are 2 cities:
free and paid. Free is at centre of
planet, chaotic and lived by main
residents. Paid is very far, selective
and lived by the rich
Students only read some parts of ebooks to be relevant with the choosen topic, not read
cover-to-cover pages as printed books.
sStudents like free ebooks because of no payment and easiness to find out. They realize
that paid ebooks are expensive but qualified .
sWhen facing to deadlines, students like studying in group to be quick motivated and easy
leant by each others

7. CATEGORY TRUTH CONSUMER TRUTH
Not reach to demand for
ebook because not follow
global trend
When face deadlines
(assignment, exam), I
like studying in group
to pass easier.
I usually bring many
ebooks when studying in
group to easily interact
with my friends, but use
severals.
OBSERVATION 1 OBSERVATION 2
Ebook Trend in Global:
Moving towards ebook
for study and research
because of high
demand of consumer .
FACT 1 FACT 2
E-Books In Vietnam
stagnateat 1% of Total
Book Buying Market
Share . (Pandora.vn)
When face deadlines, I
usually study in groups
through using several
ebooks
In a rush to pass study deadlines, groupworking of I and my
friends is confused by wide available resources. In many times,
we pick some books in distinct, so it doesn’t bring the most
efficinency when it is not the most appropiatebook.
CONSUMER INSIGHT

8. An mobile app supplying paid ebooks recommended by professors and alumnies to
decrease the quantity of books that students should read to pass study dealines.
MR.
BRAND PROMISE
We are born to help university
students to reduce university
workload when they are rush to
assignments and tests. They
will buy fewer books but the
most suitable ones.
TO WHOM: Skimmers
WHAT NEED: Learn in a smart way:
less book for more knowledge
DIFFRENTIATION: Qualified ebooks
(recommneded by professors and
alumnies)
REASON TO BELIEVE: Enough cheap
price to gain best ebooks

9. PRODUCT
No-longer-published and foreign books, which is suitable with university specialized
in Vietnam (economics, journals, sciences…)
PROCESS Download app -> sign in individually ->Buy an account for group (used for 5 people ) -
> read reccomendation in app to find right books-> download books->enjoy
! Why 5 people? 5 is the ideal number to gain maximum effect when groupworking
PRICE
3 PACKAGES
 Filterholic: use limitless in 1 years: 500.000 VND/ group
 Filter-lover: use 20 times (1 time = 1 ebook): 175.000 VND/ group
 Filter-first-sight: use 10 times (1 time= 1 ebook): 100.000 VND/ group
PAYMENT
2 METHODS
Card: VISA, ATM.
 Scratch card
PROMOTION
Launching campaign: I FILTER YOU

10. • Survey is biased in some questions => need to
carefull control the quality of questions
before spreading.
• Observations is KEY to discover insight
• Start from CATEGORY brings to a background to
prepare good next steps