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Marcelo Leite

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Marcelo Leite

  1. 1. INMA GLOBAL MEDIA AWARDS 2016 FINALIST ZH TABLET
  2. 2. One of the largest multimedia business groups in Brazil, market leader in Rio Grande do Sul Produces news and entertainment for TV, radio, newspaper and digital platforms 58 years of operation in southern Brazil 2nd most awarded media group 5000 employees
  3. 3. 58% digital circulation y/y increase 4th biggest brazilian newspaper, with impact to 5,7MM readers/month 51 years of operation 4th most awarded journalism brand 209k readers (total circulation in february)
  4. 4. PROGRAMMATIC (Fast Ads) TIMELINE clicSTUDIO (Branded content) • Presale (5000 in the waiting list) • Launch: national case • Interruption in the campaign for lack of products at retail • Booth at retail stores to capture leads ZH Tablet Superedição de fim de semana and ZH Domingo Digital APRIL new tablet models (basic and premium) clubs segmentation (women, wellness) AUGUST app Gre-Nal OCTOBER LICENSIN G 2015 2016 NOVEMBER credit card and financial services
  5. 5. CONTEXT EXPOSURE TO GLOBAL ECONOMY LOGISTICS (GAS, STRUCTURE) PAPERUS$
  6. 6. Digital Adoption NeedofOrganization& Curatorship Digital Explorer Traditional Digital Conservative Go with the Flow Hippie COSTUMER SEGMENTATION LOW INDERMEDIATE HIGH LOW INDERMEDIATE HIGH SECONDARY TARGET MAIN TARGET
  7. 7. COSTUMER SEGMENTATION Digital Explorer Tradition al Digital Conservativ e Go with the Flow Hippie-+ MAIN TARGET Tradition al - + STRUCTURED READING EXPERIENCE+ CONTENT CURATION+ SUPPORT IN THE DIGITALIZATION PROCESS + FEELING OF KNOWING ENOUGH+
  8. 8. APOSSIBLE WAY
  9. 9. A POSSIBLE WAY New subscription model where customers get an exclusive tablet Provides a new experience to read the printed replica on the digital platform Keeps traditional model of advertising Offers interactivity in a tradicional media, including video, photo gallery and puzzles Estimulate digital adoption by delivering convenience and mobility to the digital conservative reader Reduces delivery and print costs
  10. 10. Clube do Assinante WebApp An exclusive subscriber’s club where they can find peaks, events and special ZH offers, all in one place. Over 200 partners that offers the greatest opportunities in the south of Brazil. POTENTIAL PARTNERS PRODUCTS DAILY ISSUE (MON TO FRI, DAILY ISSUE) ZH NOITE (MON TO FRI, EVENING ISSUE) SUPEREDIÇÃ O (WEEKEND) DOMINGO DIGITAL (SUNDAY SPECIAL ISSUE)
  11. 11. FINANCIAL RATIONALE AVERAGE INCOME (per capta) IN BRAZIL: R$ 1113 TABLET PRICE: R$ 1000 Buying in scale Without profit margin on device Payment in 12 monthly installments Tied to a subscription VALUE PROPOSITIO N:
  12. 12. Margin per subscriber ZH Tablet Digital Print (Region 1) Print (Region 2) Average price 109.9 19.6 76.7 72.9 Net price 105.9 18.9 73.9 70.3 Costs (tablet or mp/log) 66.8 - 37.7 47.4 Contribution margin 39.1 18.9 36.2 22.9 FINANCIAL RATIONALE
  13. 13. RESULTS AND NEXT STEPS ANNUAL SUBSCRIBER BASE 3,000 Sponsorship Sale’s deck VAS (3G) Acessories (covers) NEW REVENUE FORMATS Trade in Retail GOALS 8,600 by december 15,000 in 2018 ARPU R$126 (U$38)
  14. 14. THANK YOU

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