5. Business Overview
Trend for encyclopedia
Price
● Hard-cover $599($359 for special day)
● World Book online $49.95 per year online
subscription
● World Book Student/ Discover / Advanced /
Kids $29.99 per year online subscription
Signature Product
● World Book hard-cover
● World Book online
● World Book kids/Students
Current Target Customer
● K-12 children
● Their parents
Product
Trend
Target
Price
World Book
$
6. World Book SWOT Analysis
Weakness
• Limited brand awareness to
individuals
• Only one subscription option
Threat
• People expect free online references
• Encyclopedia become unpopular
Strength
• Accurate and authoritative knowledge
• Know children’s learning behavior
Opportunity
• More children have their own tablets
• Parents spend more time on their
children’s education together
“subscription for book like encyclopedia, that’s so old fashion.”
---- Laurie from Meetup.com
10. BrainPop
● Cartoon character answers kid’s questions
● Tour video guides kids how to use it
● User-friendly interface
● Price: 10.95/month ( for family)
13. Consumer Analysis
Objective
STEP 1
STEP 2
Findings
• Find overlap between customer
behavior and World Book’s features
One-on-one interview
• 40 parents whose kids aged 6-15
• Oak Park Public Library
Online questionnaire
• 40 kids
• Visual, auditory, or kinaesthetic learner
• Value, attitude, behavior
• Marketing strategy
14. One-On-One Interview (parents)
Interviewee # 1:
Indian mom of 7-year-old boy and 5-year-old girl
● knowledge = investment
● recommend by social groups
● WB : stunning photographs
● “Reading Rainbow”
17. Marketing to Parents
● Customized experiences
● Cherish the memories
● Part of their community
18. $49.95/Y
$ 3.99/M
Yearly and Monthly
For the World Book
subscription, we believe it
will attract more consumers
if it can charge monthly not
only yearly.
Price Strategy
20. Survey Result
40 kids aged 5---16
• 62% children are kinesthetic learners
• 54% children are visual learners
• 23% children are auditory learners
(some children chose more than one type)
Survey Result
21. Characteristics of Learning Style
Visual
● Observe
● Imitate older kids
● Like to engage in
● Notice details
Kinesthetic
● In motion
● Distract
● Influenced by environments
● Enjoys activities
● Outgoing
K
Survey Result
23. Marketing to Kids
● Fun & positive exposure
● Repetition of exposure
● Interaction
● Popular in kids communities
24. World Book’s Features
● Image, video, and map browse
● A new, intuitive interface
● A customizable background
● Image-based navigation
● Quick and easy access from a tablet or iPad osity
A fresh, modern look:
25. World Book’s Attributes
● Nearly 100 activities
● Dozens of games
● Science projects and experiments osity
Hands-on fun:
26. World Book’s Attributes
● Stunning splash photographs.
● A clean, organized layout
● A translation feature
● More research tools
● Predictive search
A sleek article design:
27. World Book’s Marketing Strategy
01
Goal
● Improve the brand
awareness and
increase website
traffic
02
Value
Proposition
03
Unique Selling
Proposition
● Design for K-12
● Education oriented
● Fun to learn
● Modern look
● Good article design
● Let kids know what and
how they want to do
● A book that inspire kids
to explore the world
32. BLOG
Corporate with famous educational bloggers to illustrate the World Book’s
characteristics --- readable, suitable and can arise children’s curiosity.
We believe, If experts say WB can inspire your children, parents will
think it can!!!
Help WB get more attention by the parents who devoted their
time on kid’s learning
33. Blog
The Top 10 Education Experts to Follow on Twitter
Get endorsement from experts
Brand awareness & Trust
Call for action
http://www.takepart.com/article/2012/06/13/top-10-education-
experts-follow-twitter
35. Youtube Video
Video can visually help to
demonstrate how WB inspire kids
and let them know who they want
to be or what they want to do in the
future!
Theme: Inspire your world
Factors: children, dream, future
37. ● Lecture: give lecture to kids and
parents
● Competition: send hand out, let’s
them study with their parent and
make a little test
● Celebration: celebrate the winning
team and give goodies, then throw
a party with food, parents talk to
each other
EVENT MARKETING
38. Our goal and influence
EVENT MARKETING
• Reach people have brought WB or subscribe WB online or people who are
interested in this event and fill out the online application form
• Hold similar events twice a year
39. Free tour of Field’s
museum in the theme
of World Book
Corporate with Museums
QR code is a good way
get people involved
45. Share it on social media
Take a picture or record a video related to WB
@World Book
World Book, Inspire Your World
Get a chance to win a prize:
● Tickets of museum
● Hard-cover World Book
● One-year subscription online
46. ● Don’t shy away from controversy
● Tweet breaking news
● Join a Hashtag Conversation
● Add some humor
Advices:
47. Team Profile
Qin Yu
Team Member
Marketing Analytics and
Communication
Meng Wu
Team Member
Marketing Analytics and
Communication
Xi Luo
Team Member
Marketing Analytics and
Communication
Mengxuan Lei
Team Member
Master of Business
Administration
