MAC 595Directed By Sanford Bredine1
2
Agenda Industry Background Competitive Analysis SWOT Analysis Target Customer Branding & Designing Marketing plan- P...
IndustryBackground5
Dark Clouds Forecast for the PrintEncyclopedia Industry“ There is nothing much to say about encyclopedias or referencebook...
Print Encyclopedia EvokesUnfavorable Consumer Sentiments7
Respondents Unanimously Gravitatetowards Technology“ People prefer online resources. we have weeded out referencesections,...
90%41% 35%20%SearchOnlineGo toLibraryBooks Others(TV,CD)0%20%40%60%80%100%Information Search Habits59%18%23%Version Prefer...
go ON-LINE !10
CompetitiveAnalysis11
Parameter World Book Britannica Wikipedia ScholasticBrand Awareness 73% 86% 100%Key Areas of Focus History, BiologyMath, S...
Parameter World Book Britannica Wikipedia ScholasticSource4,000+ scholars andexperts;4,000+ including 110Nobel Prize winne...
Perceptual MapWho Is Playing Online…FunLowEducationalContentHighEducationalContentSerious14
SWOT Analysis15
Strengths- Brand heritage- Lucid content- User-friendly- Encyclopedia standards- Preexisting ecommerce platformWeakness- L...
Niche MarketThus… Concentrate on E-Commerce Focus on Niche Target Group Focus on Core Product17
Target ConsumerAnalysis18
VIDEOWhat Are Parents’ Attitudes toGood Information Resources…19
Therefore, We Going to Target…7 to 11 Year OldsPre-SchoolMiddleSchool20
What Our Main Target AudienceLooks Like…Source: U.S. Census Bureau 5-year income estimates for Illinois StateAge• 7 to 11I...
Psychographics – Children(Primary Target)Values• Want to have fun!• Like to voice opinion• Exercise pester power if brand ...
Psychographics – Parents(Primary Buyer)Values• Innovators, esteem seekers – new product offerings• Strivers, conformers, t...
Knowledgeable childrenthat enjoyed the journey asmuch as the wisdomgained! Confidence andan energetic virtualnetwork.Subsc...
Branding& Designing25
FunLowEducationalContentHighEducationalContentSeriousPerceptual MapWhat Is Our New Brand Position! 26
ReliableEncyclopediaContentsHolisticKnowledgeSystemFun+CollaborationWhat Is Our New Brand Image! 27
0510152025ExplorarionJourneyExplorationAdventureLandSurvey of Brand NameTop1Top2Top3N=184Rank Name1 The Exploration Journe...
N=184Rank Slogan1 Fuel Your Child’s Curiosity2 Amazing Adventures Await3 Open Love; Open Fun4 Open the door to the world f...
powered byWorld Book
Marketing Plan32
Let “THE EXPLORATION JOURNEY”Begin…Product PricePromotion Place33
How Do Kids Get Information…VIDEO34
31%33%27%6%5%Kids’ Preference to Different PlatformsBookComputerTabletMobileOtherN = 20035
New Website!New Display!ArticlesCreationsCommunityPicturesVideos36
www.explorationjourney.com37
Subscribe forTHEEXPLORATIONJOURNEY!One click to theworld . Start yourown journey for only$49.99 a year!How About the Origi...
The Exploration Journey39The Exploration Journeypowered by World BookLoginMy ExplorationNew App!
And…Kids Are So Into Games!VIDEO40
MobiHuntThus…Let’s Do Game APP!
Product PricePromotion Place42
How Much Are Customers Willingto Pay for Our Products…VIDEO43
PC & Tabletfor 1-year subscription35%30%20%15%$0.99 $1.99$2.99 $3.99Game App5%29%41%20%5%$29.99 $39.99 $49.99$59.99 $79.99...
What Is Our Price…Product PricePC $49.99/yearTablet Full Version $49.99/yearLite Version FreeGameAppNo Ad.Version$0.99/gam...
Product PricePromotion Place46
How We Are Going to UseMedia Habits (Parents) Media Path0102030405060708090http://www.thedailygreen.com/environmental-news...
ParentsKidsBothMediaTargetsTVDisneyChannelNickChannelPrintBrochureEventFieldMuseumChicagoPublicLibraryPartner-shipBusStops...
Product/Service.The Exploration Journey powered by World Book isyour most trusted knowledge companion and fuels yourchild’...
HOMECOSTUME
ParentsKidsBothMediaTargets
Email-Newsletter• Target:• Teachers• Content:-Newsletter-Direct Email• Target:• Parents• Home School
Google & SEO• Hire PR Agency write some articles in Blog• Combine Press Release with SEO• Take more keywords and spots on ...
ParentsKidsBothMediaTargetsBusStopsBillboardTrainStationsOutdoorPrintBrochureOnlineCommercialNationalGeographicKidsChicago...
THE EXPLORATIONJOURNEYpowered by World Book@ www.explorationjourney.comEXPLORE…55
ONE CLICKto the WORLDThe Exploration Journeypowered by World Book56
How Do Our Posters Work…Before After57
59
ParentsKidsBothMediaTargetsOnlineCommercialBusStopsBillboardTrainStationsOutdoorPrintBrochureNationalGeographic
62VIDEO
PrintBrochureNationalGeographicParentsKidsBothMediaTargetsOnlineCommercialBusStopsBillboardTrainStationsOutdoor
ParentsKidsBothMediaTargetsTVDisneyChannelNickChannel
http://www.hackeducation.com/2010/12/15/google-ranked-kids-second-most-favorite-brand-after-mms/http://www.thedailygreen.c...
TV 1
Follow Up…TV 2
What Do Customers Think About Our TVCommercials…VIDEO69
Partner-shipParentsKidsBothMediaTargets
71
72parentshomeschool
ParentsKidsBothMediaTargetsEventFieldMuseumChicagoPublicLibrary
74
powered byWORLD BOOKTHEEXPLORATIONJOURNEYbyWorldBook
Budget76
1.15%Of Annual Revenue6716Online SubscriptionsBreak-Even77
78
The exploration journey powered by world book
The exploration journey powered by world book
The exploration journey powered by world book
The exploration journey powered by world book
The exploration journey powered by world book
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The exploration journey powered by world book

  1. 1. MAC 595Directed By Sanford Bredine1
  2. 2. 2
  3. 3. Agenda Industry Background Competitive Analysis SWOT Analysis Target Customer Branding & Designing Marketing plan- Product- Price- Promotion (Media Plan) Budget
  4. 4. IndustryBackground5
  5. 5. Dark Clouds Forecast for the PrintEncyclopedia Industry“ There is nothing much to say about encyclopedias or referencebooks as they are hardly used nowadays. Many books (not onlyWorld Book, but also other reference works) were gathering dustand hence, they are doing away with most of it.”---- Kathie Fifer, Librarian Warren-Newport Public LibrarySource: http://www.hoovers.com6
  6. 6. Print Encyclopedia EvokesUnfavorable Consumer Sentiments7
  7. 7. Respondents Unanimously Gravitatetowards Technology“ People prefer online resources. we have weeded out referencesections, as nobody would use reference books in print form. ”---- Kathie Fifer, Librarian Warren-Newport Public Library8
  8. 8. 90%41% 35%20%SearchOnlineGo toLibraryBooks Others(TV,CD)0%20%40%60%80%100%Information Search Habits59%18%23%Version PreferenceDigital versionPrint versionBoth73%100%27%0% 50% 100%OnlineResourcesGoogleOnline Search HabitsWikipedia Other websitesUpdated, Affordable, AccessibleN = 1009
  9. 9. go ON-LINE !10
  10. 10. CompetitiveAnalysis11
  11. 11. Parameter World Book Britannica Wikipedia ScholasticBrand Awareness 73% 86% 100%Key Areas of Focus History, BiologyMath, Science,LanguageIncreasing All fieldsContents Easy to Read Complex Combination ComplexTarget Customers K - 12 Grade 6 and higher Anyone Grade 3 and upE-commerceProductHigh“EncyclopediaBritannica”School don’t allow “Grolier Online”Middle"World BookAdvanced”“EncyclopediaBritannica”“Comptons byBritannica”Parents and kidssearch together“Grolier Online”K-5“World BookStudent”“World BookDiscover”“BritannicaElementary”Parents search forkids“Investigators”“The Stacks”Pre- “World Book Kids”“Britannica LearningZone”Parents search forkids“BookFLIX”“FamilyPlayground”Articles17,000, plus 1800 inCD version22-volume print set65,000 3,890,000Numerous acrossvariousecommerceplatforms12
  12. 12. Parameter World Book Britannica Wikipedia ScholasticSource4,000+ scholars andexperts;4,000+ including 110Nobel Prize winnersand 5 U.S. presidents(33% of usersubmissions)751,426 includingyour neighborChildren’s Press®,Franklin Watts®imprints, Scholasticimprints and WestonWoods®, VariousAuthorsOnlineSubscriptionPrice$49.95/year for PC;9.95/month for Tablet$69.99/year for PC;$1.99/month forGameFreeE-commerceProducts fortables2 Apps 60 Apps Wikipedia App 22 AppsDistribution Penetrated: U.S., U.K.Penetrated: Australia,U.K., Latin America;WorldwideGlobal, 45language, 150countriesFacebookLikes23,864 15,007 1,200,000 307,000YouTubeSubscribers224 1,861 2,141 3,717TwitterFollowers423 8,106 89,700 69,18813
  13. 13. Perceptual MapWho Is Playing Online…FunLowEducationalContentHighEducationalContentSerious14
  14. 14. SWOT Analysis15
  15. 15. Strengths- Brand heritage- Lucid content- User-friendly- Encyclopedia standards- Preexisting ecommerce platformWeakness- Lack of e-commerce brand image- Lack of core product image- Little differentiation in products- Content not considered complexenough for older childrenOpportunity- Internet is the first channel parentsuse to access fact-based content- People are willing to pay for goodonline educational resourcesThreats- Intense competition- Competition from fiction and otheractivities children can participate induring spare time- Low switching costs for customers- Ease of entryS.W.O.T.16
  16. 16. Niche MarketThus… Concentrate on E-Commerce Focus on Niche Target Group Focus on Core Product17
  17. 17. Target ConsumerAnalysis18
  18. 18. VIDEOWhat Are Parents’ Attitudes toGood Information Resources…19
  19. 19. Therefore, We Going to Target…7 to 11 Year OldsPre-SchoolMiddleSchool20
  20. 20. What Our Main Target AudienceLooks Like…Source: U.S. Census Bureau 5-year income estimates for Illinois StateAge• 7 to 11Income• $60,000Geography• Chicago-land• OtherstatesOccupation•Officeworker21
  21. 21. Psychographics – Children(Primary Target)Values• Want to have fun!• Like to voice opinion• Exercise pester power if brand excites themAttitude• Fascinated by visual appeal• School environment and friends important influencers• Believe in the importance of readingBehavior• Use technology everyday, supervised or otherwise..• Playing with toys, video games, surfing the internet, watchingTV, attending classes with peers or family22
  22. 22. Psychographics – Parents(Primary Buyer)Values• Innovators, esteem seekers – new product offerings• Strivers, conformers, traditionalists – growth in fact-based learning• Anything for child’s development is an investmentAttitude• Want children to imbibe fact-based knowledge.• Competitive, book-lovers, good at networking and socializing• Endorse products recommended by social reference groupsBehavior• High amount of technology use• Provide gadgets, spend “internet time” with children• Museum visits, sports, nature walks, library visits with childrenSource: Insight Value Group model for social classes and values23
  23. 23. Knowledgeable childrenthat enjoyed the journey asmuch as the wisdomgained! Confidence andan energetic virtualnetwork.Subscription webservices; Variety ofproducts on OnlineStore from the makersof WB Encyclopedia;Exciting CommunitiesThe brand reminds consumers of aname they can trust that is movingwith the times using technology.High Performancedue to up to dateand reliablecontent. Secureweb experiencethat lets childrenhave fun andcollaborate for self-improvementHigh Loyalty and emotionalconnect with the brand. Bestmemories of childhood days. Atrusted friend for life. Sense ofcommunity.Consumer Based Brand EquityJudgment FeelingImageryPerformanceSalienceResonanceHeritage of the WorldBook name passed onfrom grandparents orparents to children. Nowpresented to children 7 -11 in a language theyunderstand!24
  24. 24. Branding& Designing25
  25. 25. FunLowEducationalContentHighEducationalContentSeriousPerceptual MapWhat Is Our New Brand Position! 26
  26. 26. ReliableEncyclopediaContentsHolisticKnowledgeSystemFun+CollaborationWhat Is Our New Brand Image! 27
  27. 27. 0510152025ExplorarionJourneyExplorationAdventureLandSurvey of Brand NameTop1Top2Top3N=184Rank Name1 The Exploration Journey2 Explorationist3 The Adventure Land4 Worldpedia5 Ask Myself6 Funclopedia7 FUNdamentals8 Genius Work Shop9 Pocket World10 Capture It If You Can11 Magic World12 The World of Unsolved Secrets13 Raising Your Spirited Child14 The Time Machine15 Curious Critters16 Curious Cruise17 Funtasy18 Pocket Magician19 Museum of Fun20 The Adventures of Little Jim
  28. 28. N=184Rank Slogan1 Fuel Your Child’s Curiosity2 Amazing Adventures Await3 Open Love; Open Fun4 Open the door to the world for yourchild5 Your Child Has Questions? Don’tGoogle It, World Book It!6 Carry the World With You7 Enjoy the Fun of Learning with YourChild8 Give Your Little Ones the Gift ofKnowledge9 Make Learning Fun10 Learning Is Fun11 Help Your Child Explore and Grow,the World Book way.12 Like a Family Teacher, World Book isthere.13 Seeking Extra from Ordinary, We DoExtraordinary.14 Show Your Child the Knowledge Path.15 Your Child Deserves the Best OnlineExperience020406080100120Open thedoor to theworld foryour childAmazingAdventuresAwaitFuel yourchildscuriositySurvey of Slogan
  29. 29. powered byWorld Book
  30. 30. Marketing Plan32
  31. 31. Let “THE EXPLORATION JOURNEY”Begin…Product PricePromotion Place33
  32. 32. How Do Kids Get Information…VIDEO34
  33. 33. 31%33%27%6%5%Kids’ Preference to Different PlatformsBookComputerTabletMobileOtherN = 20035
  34. 34. New Website!New Display!ArticlesCreationsCommunityPicturesVideos36
  35. 35. www.explorationjourney.com37
  36. 36. Subscribe forTHEEXPLORATIONJOURNEY!One click to theworld . Start yourown journey for only$49.99 a year!How About the Original WorldBook Website…38
  37. 37. The Exploration Journey39The Exploration Journeypowered by World BookLoginMy ExplorationNew App!
  38. 38. And…Kids Are So Into Games!VIDEO40
  39. 39. MobiHuntThus…Let’s Do Game APP!
  40. 40. Product PricePromotion Place42
  41. 41. How Much Are Customers Willingto Pay for Our Products…VIDEO43
  42. 42. PC & Tabletfor 1-year subscription35%30%20%15%$0.99 $1.99$2.99 $3.99Game App5%29%41%20%5%$29.99 $39.99 $49.99$59.99 $79.99N = 20044
  43. 43. What Is Our Price…Product PricePC $49.99/yearTablet Full Version $49.99/yearLite Version FreeGameAppNo Ad.Version$0.99/gameAd. Version Free45
  44. 44. Product PricePromotion Place46
  45. 45. How We Are Going to UseMedia Habits (Parents) Media Path0102030405060708090http://www.thedailygreen.com/environmental-news/latest/kids-television-47102701N = 20047
  46. 46. ParentsKidsBothMediaTargetsTVDisneyChannelNickChannelPrintBrochureEventFieldMuseumChicagoPublicLibraryPartner-shipBusStopsBillboardTrainStationsOutdoorOnlineCommercialNationalGeographicKidsChicagoTribune
  47. 47. Product/Service.The Exploration Journey powered by World Book isyour most trusted knowledge companion and fuels yourchild’s curiosity.
  48. 48. HOMECOSTUME
  49. 49. ParentsKidsBothMediaTargets
  50. 50. Email-Newsletter• Target:• Teachers• Content:-Newsletter-Direct Email• Target:• Parents• Home School
  51. 51. Google & SEO• Hire PR Agency write some articles in Blog• Combine Press Release with SEO• Take more keywords and spots on screen53
  52. 52. ParentsKidsBothMediaTargetsBusStopsBillboardTrainStationsOutdoorPrintBrochureOnlineCommercialNationalGeographicKidsChicagoTribune
  53. 53. THE EXPLORATIONJOURNEYpowered by World Book@ www.explorationjourney.comEXPLORE…55
  54. 54. ONE CLICKto the WORLDThe Exploration Journeypowered by World Book56
  55. 55. How Do Our Posters Work…Before After57
  56. 56. 59
  57. 57. ParentsKidsBothMediaTargetsOnlineCommercialBusStopsBillboardTrainStationsOutdoorPrintBrochureNationalGeographic
  58. 58. 62VIDEO
  59. 59. PrintBrochureNationalGeographicParentsKidsBothMediaTargetsOnlineCommercialBusStopsBillboardTrainStationsOutdoor
  60. 60. ParentsKidsBothMediaTargetsTVDisneyChannelNickChannel
  61. 61. http://www.hackeducation.com/2010/12/15/google-ranked-kids-second-most-favorite-brand-after-mms/http://www.thedailygreen.com/environmental-news/latest/kids-television-47102701http://prodesign.bg/files/media-shop/docs/1359029505_2149_Рекламна%20тарифа%202012.pdfhttp://www.guerillascope.co.uk/TVAdvertisingAgency/TVAdvertisingCHANNELS/Nickelodeontvadvertising.aspxWhat Channel Are We Going to…5:00 – 8:00 p.m.66
  62. 62. TV 1
  63. 63. Follow Up…TV 2
  64. 64. What Do Customers Think About Our TVCommercials…VIDEO69
  65. 65. Partner-shipParentsKidsBothMediaTargets
  66. 66. 71
  67. 67. 72parentshomeschool
  68. 68. ParentsKidsBothMediaTargetsEventFieldMuseumChicagoPublicLibrary
  69. 69. 74
  70. 70. powered byWORLD BOOKTHEEXPLORATIONJOURNEYbyWorldBook
  71. 71. Budget76
  72. 72. 1.15%Of Annual Revenue6716Online SubscriptionsBreak-Even77
  73. 73. 78

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