The document provides a marketing plan for Kindle Co., Ltd., a leading e-book dealer and content coordinator based in Thailand. It outlines the company's background and vision/mission. It then discusses Kindle's technical specifications, technology (e-ink display, EVDO/CDMA connectivity), and adoption process. The plan proposes segmentation of customers into categories like "Fast Forwards" and targeting of these groups. It recommends strategies for products, pricing, placement, promotion, and public relations/advertising to launch the Kindle e-reader in Thailand. The overall goal is to increase brand awareness and sales of the Kindle through an omni-channel approach.
Samsung Electronics Strategy & Business ModelEvgenii Gvozdev
Samsung has grown to become a global electronics giant since its founding in 1938. It is South Korea's largest chaebol with total revenue of €185.1 billion in 2012. Samsung Electronics is its largest business unit, generating €140.5 billion in revenue. While Samsung struggled early on in the smartphone market, it became the global leader in 2012 with 21.5% market share. However, Samsung faces threats from low-cost Chinese competitors and relies on Google's Android OS. The document recommends that Samsung develop its own software platform, target cheaper smartphone segments in growing markets like China and India, and continue innovating to maintain its leadership position.
The document discusses the "voice wars" between Google Assistant, Amazon Alexa, and Apple Siri. It focuses on Google's strategy with Assistant and how it fits into their broader product portfolio. By 2018, voice assistants were common in many devices. Google launched Assistant across Pixel phones, books, and speakers. The document discusses various questions around the voice assistant market including which company is best positioned (Google), business models, and who is best positioned to win the connected home (Amazon looks strongest).
Harvard Business School Case Study on Mountain Man Brewing Company by Shashank Srivastava, IET Lucknow under the guidance of Prof. Sameer Mathur, IIM Lucknow.
The document discusses the potential for a new wave of productivity gains and economic growth through the emergence of the "Industrial Internet". It argues that advances in computing, analytics, sensors and connectivity are enabling the convergence of physical machines and industrial systems with digital networks and intelligence. This could drive major improvements in areas like manufacturing, transportation, energy and healthcare. Key points:
1) Intelligent machines, advanced analytics and connecting people at work are combining to create new opportunities across industries.
2) Even small efficiency gains like 1% improvements could yield huge economic benefits - over $10 trillion could be added to global GDP over 20 years.
3) The US could see incomes rise 25-40% if productivity increases 1
April 2003
Toyota Prius; Marketing Communications Plan
Executive Summary
Full service agency “Oakly & Oakley” has been asked to prepare a three-year communications plan for
the Toyota Prius, which is to be launched in the UK. Market analysis identified the target market, which
consists of two groups: private and corporate buyers. Next to the demographic profile, three different
psychographic profiles amongst the private buyer and their media usage have been identified.
Consequently a communications strategy that makes use of these media has been created. The
strategy will use PR, Advertising, direct mail and Personal Selling. TV, Print, Outdoor and the Internet
will be the main media. The Creative strategy is designed to emphasize the unique selling points of the
Prius and weaken the target markets objections. The budget has been allocated, however it is
suggested to change the allocation from £3m yearly to £4m, £3m, £2m in the course of the three
years. The majority of the budget will be spent on TV and print advertising.
TruEarth is considering expanding into the refrigerated pizza market from its successful Cucina Fresca fresh pasta brand. While the pizza market is larger, it also has much more competition. Research shows customer interest is high but some have concerns about price and variety. Overall, the findings suggest launching pizza is worthwhile but the company should revisit the price, focus on taste, and develop a better crust.
Pepsi Lipton Brisk - Harvard Business Review CaseFamy
This document summarizes a case study regarding marketing options for PepsiCo's Brisk iced tea brand. It includes a SWOT analysis, segmentation of target markets as millennial and Hispanic males, and positioning of Brisk as an "edgy, cool" brand that "gives you energy." Two advertising options are considered: television advertising or a viral social media campaign. The document recommends a viral campaign titled "That's Brisk, Baby: Rebirth" that would involve creative characters called "The Brisk Brothers" and the tagline "Now That's Brisk."
The document provides an analysis of the Kindle e-reader including its history and mission, current users, purchase cycles, strengths, weaknesses, opportunities, threats, and competition. It details Amazon's launch of the Kindle in 2007 and subsequent models, examines Kindle user demographics and geographic coverage. The analysis also includes a SWOT analysis and overview of competitors in the e-reader market.
Samsung Electronics Strategy & Business ModelEvgenii Gvozdev
Samsung has grown to become a global electronics giant since its founding in 1938. It is South Korea's largest chaebol with total revenue of €185.1 billion in 2012. Samsung Electronics is its largest business unit, generating €140.5 billion in revenue. While Samsung struggled early on in the smartphone market, it became the global leader in 2012 with 21.5% market share. However, Samsung faces threats from low-cost Chinese competitors and relies on Google's Android OS. The document recommends that Samsung develop its own software platform, target cheaper smartphone segments in growing markets like China and India, and continue innovating to maintain its leadership position.
The document discusses the "voice wars" between Google Assistant, Amazon Alexa, and Apple Siri. It focuses on Google's strategy with Assistant and how it fits into their broader product portfolio. By 2018, voice assistants were common in many devices. Google launched Assistant across Pixel phones, books, and speakers. The document discusses various questions around the voice assistant market including which company is best positioned (Google), business models, and who is best positioned to win the connected home (Amazon looks strongest).
Harvard Business School Case Study on Mountain Man Brewing Company by Shashank Srivastava, IET Lucknow under the guidance of Prof. Sameer Mathur, IIM Lucknow.
The document discusses the potential for a new wave of productivity gains and economic growth through the emergence of the "Industrial Internet". It argues that advances in computing, analytics, sensors and connectivity are enabling the convergence of physical machines and industrial systems with digital networks and intelligence. This could drive major improvements in areas like manufacturing, transportation, energy and healthcare. Key points:
1) Intelligent machines, advanced analytics and connecting people at work are combining to create new opportunities across industries.
2) Even small efficiency gains like 1% improvements could yield huge economic benefits - over $10 trillion could be added to global GDP over 20 years.
3) The US could see incomes rise 25-40% if productivity increases 1
April 2003
Toyota Prius; Marketing Communications Plan
Executive Summary
Full service agency “Oakly & Oakley” has been asked to prepare a three-year communications plan for
the Toyota Prius, which is to be launched in the UK. Market analysis identified the target market, which
consists of two groups: private and corporate buyers. Next to the demographic profile, three different
psychographic profiles amongst the private buyer and their media usage have been identified.
Consequently a communications strategy that makes use of these media has been created. The
strategy will use PR, Advertising, direct mail and Personal Selling. TV, Print, Outdoor and the Internet
will be the main media. The Creative strategy is designed to emphasize the unique selling points of the
Prius and weaken the target markets objections. The budget has been allocated, however it is
suggested to change the allocation from £3m yearly to £4m, £3m, £2m in the course of the three
years. The majority of the budget will be spent on TV and print advertising.
TruEarth is considering expanding into the refrigerated pizza market from its successful Cucina Fresca fresh pasta brand. While the pizza market is larger, it also has much more competition. Research shows customer interest is high but some have concerns about price and variety. Overall, the findings suggest launching pizza is worthwhile but the company should revisit the price, focus on taste, and develop a better crust.
Pepsi Lipton Brisk - Harvard Business Review CaseFamy
This document summarizes a case study regarding marketing options for PepsiCo's Brisk iced tea brand. It includes a SWOT analysis, segmentation of target markets as millennial and Hispanic males, and positioning of Brisk as an "edgy, cool" brand that "gives you energy." Two advertising options are considered: television advertising or a viral social media campaign. The document recommends a viral campaign titled "That's Brisk, Baby: Rebirth" that would involve creative characters called "The Brisk Brothers" and the tagline "Now That's Brisk."
The document provides an analysis of the Kindle e-reader including its history and mission, current users, purchase cycles, strengths, weaknesses, opportunities, threats, and competition. It details Amazon's launch of the Kindle in 2007 and subsequent models, examines Kindle user demographics and geographic coverage. The analysis also includes a SWOT analysis and overview of competitors in the e-reader market.
Team: Faded Flame, IIM Kozhikode, HUL L.I.M.E Season 4Anshul Kumar
- Kotak Mahindra Bank wishes to establish itself as the pre-eminent bank for the mass affluent in India. However, it has not been able to match competitors like Yes Bank and IndusInd Bank in terms of market share and popularity, despite offering a high interest rate on savings accounts.
- A consumer survey found that trust, communication clarity, and rewarding loyalty through premium offerings are important factors for customers. It also found that most consumers prefer digital and branchless banking.
- The document provides recommendations for Kotak Mahindra Bank to improve its social media strategy and customer loyalty program, including increasing apps on Facebook, running contests on Facebook to drive engagement and revenue, and creating a dedicated loyalty
Apple Case Questions for Marketing StrategyCory Kemp
Historically, Apple's competitive advantages included their innovative spirit shown through products like the Apple 2 computer. They also had total control over their vertically integrated software and hardware. However, Apple struggled in the PC market due to IBM allowing PC cloning, higher Macintosh prices compared to cheaper IBM clones, and the rise of Windows-based PCs from many manufacturers. For the Apple Watch, Tim Cook has taken the right strategic approach in entering the emerging wearable market similarly to Jobs' "Digital Hub" strategy. However, the watch's limitations like only working with newer iPhones and short battery life could be improved.
Heineken aims to accelerate sustainable growth while improving profitability. It faces challenges from industry consolidation and losing US market share. A SWOT analysis found strengths in global brands but weaknesses in appealing to younger drinkers. Solutions include increasing advertising toward Hispanics and promoting lower-calorie beers. Recommendations are to boost advertising, vertically integrate, diversify, and develop low-carb beers and new dispensers.
Apple inc. Strategic Case Analysis PresentationMahy Helal
Apple Inc. is an American technology company headquartered in California. The document provides an overview of Apple, including its history, products, competitors, financial analysis, key success factors, and SWOT analysis. Recommendations for Apple include focusing on differentiated branding, expanding Apple stores internationally, and emphasizing its integrated product ecosystem in marketing. An action plan should prioritize tasks and monitor progress to efficiently implement strategies.
The document provides an overview of the smartphone industry. It discusses the history and evolution of smartphones from basic phones to advanced devices. Some key points:
- Smartphones now have more computing power, connectivity, and ability to install apps compared to basic phones. Major platforms include Android, iOS, Windows, Blackberry and others.
- The global smartphone market reached $150 billion in 2014, doubling from 2009. Android and iOS dominate global sales. Asia Pacific is a major market, led by China and India.
- The industry faces competition between OS platforms, hardware manufacturers, and content providers. Barriers to entry are high due to technology and manufacturing requirements.
Samsung was founded in 1938 and initially operated as a trading company. It has since diversified and is now a multinational conglomerate with interests in electronics, engineering, shipbuilding, and more. Samsung Electronics is the flagship subsidiary and is the world's largest information technology company, focusing on areas like digital media, semiconductors, telecommunications, and LCD appliances. The company is known for innovating new product categories like phablets and smartwatches, and for its marketing strategies that emphasize accessibility and enhancing people's lives through technology.
Vodafone is a British telecommunications company founded in 1991 with headquarters in London. Bharti Airtel is an Indian telecom company founded in 1995 based in New Delhi with over 386 million subscribers globally. Reliance Jio is an Indian LTE operator founded in 2007 as a subsidiary of Reliance Industries based in Navi Mumbai, and is India's largest internet service provider. A survey was conducted rating Vodafone, Airtel, and Jio on preferences for SIM cards based on network quality, availability, service, schemes, and postpaid/prepaid plans. Jio was most preferred for SIM cards but had poor network quality, while Airtel provided best service and had
BMW produced 5 short films called "The Hire" starring Clive Owen to promote its brand and vehicles. The films cost $15 million to produce and generated high viewership online. This document considers alternatives for BMW's next marketing initiatives, including producing more short films, making a feature-length film, or utilizing traditional marketing and developing computer games. It recommends the latter option to maximize the value of the existing films, engage younger audiences, and continue portraying BMW's technology-focused brand image in an innovative way.
- By 1999, the major record companies in the music industry were starting to engage in joint ventures and strategic partnerships online, as some were struggling to shift their business online. BMG and Universal announced a new venture called Getmusic.com, while Sony and Warner announced plans to acquire CDNow.
- Quantitative analysis showed that after 1996, revenue and units sold in the global music industry stagnated, and by 1999 the top 5 companies controlled over 85% of the global market. This concentration neared an "upper medium" oligopoly according to industry analysis frameworks.
- Recommendations included that based on financial results and lower market share, BMG should consider an acquisition or merger to better position itself online and relative
The document provides details about an RPG Group branding case being worked on by the BrandWagon team from IIM Kozhikode. It includes objectives to derive target audiences from RPG's vision/mission and position RPG in those segments. It analyzes RPG's diverse target audiences across its business segments and identifies key audience needs. Primary research findings on brand perception are presented. The target audiences are segmented based on identified needs and a 5-segment model is proposed. Brand positioning frameworks and processes for a group brand are discussed.
Lenovo acquired IBM's personal computer business in 2005 in order to globalize and expand beyond its success in China. This gave Lenovo the ThinkPad and ThinkCentre brands to leverage. However, it also introduced challenges in merging cultures and establishing Lenovo's brand identity globally against strong competitors like HP and Dell. Lenovo addressed this by focusing on a master Lenovo brand, restructuring to integrate IBM and Lenovo teams, and a phased branding strategy that transitioned awareness from IBM/ThinkPad to the Lenovo brand over time. By 2014, Lenovo had become the largest personal computer manufacturer in the world with 19.2% of the global market.
This document discusses Pemberton's launch of a new salty snack brand called Krispy Natural in the cracker market. It provides an overview of the US cracker industry and competitors. A marketing strategy is outlined which includes product, pricing, distribution and promotion plans. Test markets in Columbus and Southeast regions exceeded expectations in Columbus but saw limited growth in Southeast. The success in Columbus is attributed to promotional activities generating buzz, while resistance in Southeast may be due to discounts not being sustainable long term. Recommendations include further marketing in Southeast and tailoring the brand to different consumer needs.
Mortein case study mARKETING bRAND pOSITIONINGAnkit Sen
Mortein is a leading brand of mosquito repellents in India that uses vaporizers. It differentiates itself based on ruggedness, sophistication, and excitement. GoodKnight is its main competitor and positions itself based on sincerity, competence, and excitement across its product ranges. Mortein has an umbrella brand architecture and vaporizers are its flagship product line. It aims to grow its vaporizer market share and introduce more affordable battery-operated vaporizers to target rural customers. Mortein's product mix includes combo packs, refills, and different powered versions of its vaporizers. It expects continued growth in the electric insecticides market.
This document provides background information on Procter & Gamble (P&G), including its founding in 1837, operations in over 180 countries, and organization into three global business units. It also presents P&G's mission to provide superior quality products that improve lives and allow prosperity. Strengths, weaknesses, opportunities, and threats are analyzed in a SWOT matrix. A BCG matrix charts P&G products along axes of relative market share and market growth, categorizing products as stars, cash cows, question marks, or dogs.
SUNDAY Communication is a Hong Kong telecommunications company established in 1994. It faces intense competition in the mobile phone market from larger competitors that have 80% market share. SUNDAY's marketing strategy focuses on product diversification, branding through additional services, and a lifestyle concept to differentiate itself. However, it has marketing issues like a limited distribution network and confusing advertising. The presentation analyzes SUNDAY's products, does a SWOT analysis, and suggests improving brand loyalty, expanding distribution, and utilizing more advertising channels.
Colgate-Palmolive seeks to launch a new toothbrush, the Precision, to compete in the growing super-premium toothbrush market. The Precision has unique bristle designs that remove 35% more plaque than other premium brushes. Colgate must decide whether to position the Precision as a niche product for oral health enthusiasts or a mainstream product. Positioning it mainstream could allow higher sales volumes but risks cannibalizing other Colgate lines.
Presentation on Marketing Plan of Spotify extending it's services to India created by Abhinav.U, IIT Madras, during a Marketing Internship by Sameer Mathur
The Kindle Fire: Amazon's Go To Market Strategy (2011)Kikuyu Daniels
"In all of Amazon’s commercials and advertisements for the Kindle Fire, the word 'tablet' is conspicuously absent. The only place one can find the word 'tablet' is embedded in the html code for the title of the Kindle Fire page on Amazon’s web site."
So, is the Amazon Kindle Fire a tablet or an overpriced e-reader?
The purpose of this paper is to use several predominant technology strategy frameworks to determine whether Amazon’s market strategy will allow the Kindle Fire to break into the tablet market or just become a higher priced version of its e-reader predecessors. In other words, what is Amazon’s go to market strategy and can it work?
I wrote this paper in 2011 for a Technology Strategy course in my MBA program. We were limited to ten pages, but I got little over zealous as you can see.
The document presents an analysis of Amazon Kindle's key strategic issues and recommendations. It provides an overview of Amazon Kindle's history and performance. It also analyzes Kindle's strengths and competitive advantages against rivals like iPad, Samsung, and Nook. Some threats and opportunities in the industry are discussed as well. Recommendations include focusing on differentiation, launching a tablet computer, global expansion, lowering Kindle's price, and cooperating with schools.
Team: Faded Flame, IIM Kozhikode, HUL L.I.M.E Season 4Anshul Kumar
- Kotak Mahindra Bank wishes to establish itself as the pre-eminent bank for the mass affluent in India. However, it has not been able to match competitors like Yes Bank and IndusInd Bank in terms of market share and popularity, despite offering a high interest rate on savings accounts.
- A consumer survey found that trust, communication clarity, and rewarding loyalty through premium offerings are important factors for customers. It also found that most consumers prefer digital and branchless banking.
- The document provides recommendations for Kotak Mahindra Bank to improve its social media strategy and customer loyalty program, including increasing apps on Facebook, running contests on Facebook to drive engagement and revenue, and creating a dedicated loyalty
Apple Case Questions for Marketing StrategyCory Kemp
Historically, Apple's competitive advantages included their innovative spirit shown through products like the Apple 2 computer. They also had total control over their vertically integrated software and hardware. However, Apple struggled in the PC market due to IBM allowing PC cloning, higher Macintosh prices compared to cheaper IBM clones, and the rise of Windows-based PCs from many manufacturers. For the Apple Watch, Tim Cook has taken the right strategic approach in entering the emerging wearable market similarly to Jobs' "Digital Hub" strategy. However, the watch's limitations like only working with newer iPhones and short battery life could be improved.
Heineken aims to accelerate sustainable growth while improving profitability. It faces challenges from industry consolidation and losing US market share. A SWOT analysis found strengths in global brands but weaknesses in appealing to younger drinkers. Solutions include increasing advertising toward Hispanics and promoting lower-calorie beers. Recommendations are to boost advertising, vertically integrate, diversify, and develop low-carb beers and new dispensers.
Apple inc. Strategic Case Analysis PresentationMahy Helal
Apple Inc. is an American technology company headquartered in California. The document provides an overview of Apple, including its history, products, competitors, financial analysis, key success factors, and SWOT analysis. Recommendations for Apple include focusing on differentiated branding, expanding Apple stores internationally, and emphasizing its integrated product ecosystem in marketing. An action plan should prioritize tasks and monitor progress to efficiently implement strategies.
The document provides an overview of the smartphone industry. It discusses the history and evolution of smartphones from basic phones to advanced devices. Some key points:
- Smartphones now have more computing power, connectivity, and ability to install apps compared to basic phones. Major platforms include Android, iOS, Windows, Blackberry and others.
- The global smartphone market reached $150 billion in 2014, doubling from 2009. Android and iOS dominate global sales. Asia Pacific is a major market, led by China and India.
- The industry faces competition between OS platforms, hardware manufacturers, and content providers. Barriers to entry are high due to technology and manufacturing requirements.
Samsung was founded in 1938 and initially operated as a trading company. It has since diversified and is now a multinational conglomerate with interests in electronics, engineering, shipbuilding, and more. Samsung Electronics is the flagship subsidiary and is the world's largest information technology company, focusing on areas like digital media, semiconductors, telecommunications, and LCD appliances. The company is known for innovating new product categories like phablets and smartwatches, and for its marketing strategies that emphasize accessibility and enhancing people's lives through technology.
Vodafone is a British telecommunications company founded in 1991 with headquarters in London. Bharti Airtel is an Indian telecom company founded in 1995 based in New Delhi with over 386 million subscribers globally. Reliance Jio is an Indian LTE operator founded in 2007 as a subsidiary of Reliance Industries based in Navi Mumbai, and is India's largest internet service provider. A survey was conducted rating Vodafone, Airtel, and Jio on preferences for SIM cards based on network quality, availability, service, schemes, and postpaid/prepaid plans. Jio was most preferred for SIM cards but had poor network quality, while Airtel provided best service and had
BMW produced 5 short films called "The Hire" starring Clive Owen to promote its brand and vehicles. The films cost $15 million to produce and generated high viewership online. This document considers alternatives for BMW's next marketing initiatives, including producing more short films, making a feature-length film, or utilizing traditional marketing and developing computer games. It recommends the latter option to maximize the value of the existing films, engage younger audiences, and continue portraying BMW's technology-focused brand image in an innovative way.
- By 1999, the major record companies in the music industry were starting to engage in joint ventures and strategic partnerships online, as some were struggling to shift their business online. BMG and Universal announced a new venture called Getmusic.com, while Sony and Warner announced plans to acquire CDNow.
- Quantitative analysis showed that after 1996, revenue and units sold in the global music industry stagnated, and by 1999 the top 5 companies controlled over 85% of the global market. This concentration neared an "upper medium" oligopoly according to industry analysis frameworks.
- Recommendations included that based on financial results and lower market share, BMG should consider an acquisition or merger to better position itself online and relative
The document provides details about an RPG Group branding case being worked on by the BrandWagon team from IIM Kozhikode. It includes objectives to derive target audiences from RPG's vision/mission and position RPG in those segments. It analyzes RPG's diverse target audiences across its business segments and identifies key audience needs. Primary research findings on brand perception are presented. The target audiences are segmented based on identified needs and a 5-segment model is proposed. Brand positioning frameworks and processes for a group brand are discussed.
Lenovo acquired IBM's personal computer business in 2005 in order to globalize and expand beyond its success in China. This gave Lenovo the ThinkPad and ThinkCentre brands to leverage. However, it also introduced challenges in merging cultures and establishing Lenovo's brand identity globally against strong competitors like HP and Dell. Lenovo addressed this by focusing on a master Lenovo brand, restructuring to integrate IBM and Lenovo teams, and a phased branding strategy that transitioned awareness from IBM/ThinkPad to the Lenovo brand over time. By 2014, Lenovo had become the largest personal computer manufacturer in the world with 19.2% of the global market.
This document discusses Pemberton's launch of a new salty snack brand called Krispy Natural in the cracker market. It provides an overview of the US cracker industry and competitors. A marketing strategy is outlined which includes product, pricing, distribution and promotion plans. Test markets in Columbus and Southeast regions exceeded expectations in Columbus but saw limited growth in Southeast. The success in Columbus is attributed to promotional activities generating buzz, while resistance in Southeast may be due to discounts not being sustainable long term. Recommendations include further marketing in Southeast and tailoring the brand to different consumer needs.
Mortein case study mARKETING bRAND pOSITIONINGAnkit Sen
Mortein is a leading brand of mosquito repellents in India that uses vaporizers. It differentiates itself based on ruggedness, sophistication, and excitement. GoodKnight is its main competitor and positions itself based on sincerity, competence, and excitement across its product ranges. Mortein has an umbrella brand architecture and vaporizers are its flagship product line. It aims to grow its vaporizer market share and introduce more affordable battery-operated vaporizers to target rural customers. Mortein's product mix includes combo packs, refills, and different powered versions of its vaporizers. It expects continued growth in the electric insecticides market.
This document provides background information on Procter & Gamble (P&G), including its founding in 1837, operations in over 180 countries, and organization into three global business units. It also presents P&G's mission to provide superior quality products that improve lives and allow prosperity. Strengths, weaknesses, opportunities, and threats are analyzed in a SWOT matrix. A BCG matrix charts P&G products along axes of relative market share and market growth, categorizing products as stars, cash cows, question marks, or dogs.
SUNDAY Communication is a Hong Kong telecommunications company established in 1994. It faces intense competition in the mobile phone market from larger competitors that have 80% market share. SUNDAY's marketing strategy focuses on product diversification, branding through additional services, and a lifestyle concept to differentiate itself. However, it has marketing issues like a limited distribution network and confusing advertising. The presentation analyzes SUNDAY's products, does a SWOT analysis, and suggests improving brand loyalty, expanding distribution, and utilizing more advertising channels.
Colgate-Palmolive seeks to launch a new toothbrush, the Precision, to compete in the growing super-premium toothbrush market. The Precision has unique bristle designs that remove 35% more plaque than other premium brushes. Colgate must decide whether to position the Precision as a niche product for oral health enthusiasts or a mainstream product. Positioning it mainstream could allow higher sales volumes but risks cannibalizing other Colgate lines.
Presentation on Marketing Plan of Spotify extending it's services to India created by Abhinav.U, IIT Madras, during a Marketing Internship by Sameer Mathur
The Kindle Fire: Amazon's Go To Market Strategy (2011)Kikuyu Daniels
"In all of Amazon’s commercials and advertisements for the Kindle Fire, the word 'tablet' is conspicuously absent. The only place one can find the word 'tablet' is embedded in the html code for the title of the Kindle Fire page on Amazon’s web site."
So, is the Amazon Kindle Fire a tablet or an overpriced e-reader?
The purpose of this paper is to use several predominant technology strategy frameworks to determine whether Amazon’s market strategy will allow the Kindle Fire to break into the tablet market or just become a higher priced version of its e-reader predecessors. In other words, what is Amazon’s go to market strategy and can it work?
I wrote this paper in 2011 for a Technology Strategy course in my MBA program. We were limited to ten pages, but I got little over zealous as you can see.
The document presents an analysis of Amazon Kindle's key strategic issues and recommendations. It provides an overview of Amazon Kindle's history and performance. It also analyzes Kindle's strengths and competitive advantages against rivals like iPad, Samsung, and Nook. Some threats and opportunities in the industry are discussed as well. Recommendations include focusing on differentiation, launching a tablet computer, global expansion, lowering Kindle's price, and cooperating with schools.
Amazon.com: the Hidden Empire - Update 2013Fabernovel
Our "most favorited" 2011 study revealing Amazon.com's strategies for dominating online retail has been updated to include analyses on all of the company's latest moves, and insights into where they may be going next.
Follow us on Twitter: @faberNovel
The document analyzes the Kindle Fire using a SWOT framework. It identifies the Kindle Fire's lower price than competitors like Apple as a key strength, but also notes its weakness of being restricted to Amazon products and stores. Opportunities mentioned include expanding book selection to increase demand and further competing with Apple. Threats include other devices using the Android operating system and the upcoming iPad 3 acting as both a tablet and computer.
Dokumen tersebut membahas tentang prospekting dan sikap profesional seorang salesman. Terdapat penjelasan mengenai definisi salesman dan salesmanship, tugas pokok seorang sales executive, sikap dan perilaku yang harus dimiliki, pengetahuan dasar yang harus dikuasai, metode prospecting, dan prinsip dasar dalam melakukan prospecting."
The document discusses Walmart's strategy and business model. It summarizes that Walmart pursued a strategy of serving broad needs of many customers in narrow markets. Key elements of Walmart's activity system included efficient distribution networks, low operating expenses, centralized purchasing and inventory control. This fit of activities delivered competitive advantage through everyday low prices.
Cuisinart was founded in 1971 after the founders visited a housewares show in France and saw commercial food preparation machines. They obtained rights to produce a home version of the food processor, which became their first product. After some early struggles, Cuisinart grew to dominate the food processor market. However, the company lost market share in the 1980s due to not adapting to customer needs. Conair purchased Cuisinart in 1989 and refocused the brand on the bridal registry market, making it the top recommended brand. The document provides background on Cuisinart and analyzes its hand mixer product portfolio and competitive landscape.
The document describes how an Amazon Kindle eReader works. It uses eInk technology which involves a top screen layer, a bottom layer, and millions of capsules between the layers containing black and white charged particles. Thousands of electrodes under the screen emit electrical charges that push the particles to the top of the capsules, allowing images to be displayed on the screen using only low power without backlighting. The user turns the Kindle on, navigates through books using buttons, and can view definitions of words by pressing buttons while reading.
This document discusses Porter's five forces framework for analyzing industry competition and profitability. It explains the five competitive forces - competitive rivalry, threat of new entry, bargaining power of suppliers, bargaining power of buyers, and threat of substitutes. It provides examples of how these forces impact industry profitability. Strategies are presented for differentiating products to minimize competitive forces, including using perceptual maps to identify brand positioning opportunities.
Differentiation, Segmentation, Targeting and PositioningFlgnsngh3
The document provides information about the jewelry brand Tanishq, including that it was established in 1994 as part of the Tata Group, has 150 showrooms across India, and offers diamond collections like Mia, Iva, and Inara. Tanishq differentiates itself by providing certificates of authenticity for diamonds and offering laser inscription on diamonds. It segments the market geographically, demographically, psychographically, and behaviorally and targets women ages 25 to 35 who are soon to be married. Tanishq positions itself as offering stunning diamonds at a delightful price.
The document provides an overview of the Amazon Kindle ecosystem presented by Ian Freed, Vice President of Kindle at Amazon.com. In 3 sentences: The summary discusses how the Kindle aims to emulate the portability and readability of physical books while adding instant access to content, how Amazon has built an open ecosystem around the Kindle that includes 3rd party accessories and developer tools, and how customers have enthusiastically adopted the Kindle and found innovative new uses for it beyond just reading books.
HB English Kindergarten is a proposed English immersion kindergarten in Busan, South Korea. It will provide young students with an exceptional environment to learn English through conversations with native English speaking teachers and classmates. The kindergarten aims to resolve issues with traditional English education in Korea by focusing on speaking skills. It will compete with other English kindergartens in Busan by offering small class sizes, high quality foreign teachers, and a unique curriculum where all activities are conducted entirely in English.
The document discusses key concepts for analyzing industries and competitive dynamics, including:
1) It describes an industry supply chain from raw materials to finished goods, and how each member adds value.
2) It introduces the concept of "Potential Industry Earnings" (PIE) which represents the total value available in an industry, and how this pie is split among members of the supply chain.
3) Porter's 5 Forces framework for analyzing competitive intensity and threats from new entrants, substitutes, and supplier/buyer power.
The document provides an overview of the different generations of the Amazon Kindle e-reader. It details the release dates, pricing, and key features of the original Kindle in 2007, the Kindle 2 in 2009, the larger Kindle DX in 2009, the third generation Kindle K3 in 2010, the touchscreen Kindle Touch in 2011, the color tablet Kindle Fire in 2011, and rumors about the upcoming Kindle Fire 2 in 2012. The Kindle has evolved from a black and white e-ink reader to include color tablets, with increasing screen sizes, storage capacity, and connectivity options over its multiple generations.
Chinease fireworkes industries- class presentation (sita)Sita Chhetri
The document discusses investing in the Chinese fireworks industry. It provides background on the industry in Liuyang, China including key statistics. It then analyzes the external environment through a PEST analysis, SWOT analysis, five forces model, and Hambrick diamond model. The recommendations are that the MBA graduate should invest in the industry focusing on brand building, quality control, product differentiation, and staff training to gain a competitive advantage in a crowded market.
This document provides a summary and conclusions of trends in innovation from 2012. It notes that digital cameras had overtaken roll film by 2004 and discusses where various technologies were on the diffusion curve by 2012, including RFID and VOIP becoming more widely adopted. It summarizes key trends in 2012 innovation searches, including 3D printing, mobile technologies, and business model innovation. It concludes by reflecting on how the innovation course itself has evolved through a process of continuous improvement to better integrate theory and practice.
Google's vision is to organize the world's information and make it universally accessible and useful. Its mission is to understand "everything in the world" through powerful search engines. Google continues focusing on innovation and the user experience. It generates over $10 billion in annual revenue primarily from search advertising and has become the largest search engine worldwide. While facing competition from Microsoft and Yahoo, Google maintains its dominance through continuous innovation, a focus on users, and expanding into new markets and revenue sources globally.
LG Electronics implemented a Blue Ocean strategy in India to create uncontested market space. It localized products like refrigerators to meet local needs. LG expanded its portfolio into new product categories, targeted new consumer segments, and entered emerging markets. It saw positive results in the first quarter of 2007 with double digit growth in mobile and display divisions. The Indian Premier League created a blue ocean in cricket by eliminating aspects like spectator time and unpredictability, while raising entertainment and flexibility. It attracted new audiences like families and women. KBC was also a blue ocean success by transforming the TV landscape away from repetitive dramas. It engaged viewers directly and brought in a mega star host to create a new value curve.
Skott Klebe
Digital Rights Management technology is surely one of the most controversial topics in every discussion about digital media. Proponents of DRM argue that DRM is necessary to deter piracy, while opponents argue that it doesn't deter piracy, or that piracy actually promotes sales. In this wide-ranging talk, we cut through ideology to review some of the best scholarly research on the impact of piracy, and consider how this data can inform the underlying strategy that motivates DRM.
Graphene Frontiers is a nanotechnology company that has developed a proprietary atmospheric pressure chemical vapor deposition process for producing low-cost, high-quality graphene films at an industrial scale. They believe their scalable production process can accelerate the adoption of graphene and enable its integration into applications like flexible displays, solar cells, and touch screens. Through partnerships, further process development, and intellectual property creation, they aim to become the leading global producer of CVD graphene.
Blue ocean strategy in the VUCA world - Vikas MehtaVikas Mehta
Keynote address at the Marketing Edge Summit in Nigeria
A perspective on how to find a blue ocean for your business in a VUCA world. Illustrated with case studies
About Web Organic
The goal of WebOrganic is to provide the means to the needy students for learning over the Internet. Hardware and software support will make eLearning possible, and Web learning opens up new opportunities.
We firmly believe that information technology is one of the most important tools in building a good foundation for the young through education, and that it elevates the learning interest and develop the latent potentials of the students. Our program aims to generate hope with a special focus on the underprivileged.
The sprouting bean, our icon, represents Hope, Chance and Choice. It is a WebOrganic virtuous circle that denotes growth and innovation for the younger generation through eLearning and peripheral support.
1. The document discusses how companies can mobilize their enterprise and move from outdated 1990s infrastructure to a more cloud-centric and consumer-friendly mobile environment.
2. It provides examples of how Symbio, a technology services company, has helped other companies like Airbiquity, RF Swedish Sports, and Orbit GMT develop mobile solutions to enhance their businesses and operations.
3. Symbio serves as an outsourced development center for these companies, helping them build cloud-based backends, mobile apps, and video streaming capabilities to enable remote access and monitoring.
This is a case study of how Forecast Advertising planned and executed the communication plan
to position Prysmian as a global group known for it’s R&D expertise, diverse product range, customer service and quality and to promote the Ravin - Prysmian joint venture as a merger of strengths - technological and managerial know-how of Prysmian with the dynamism and competitiveness of Ravin.
Digital Publishing - Globalocal Event PresentationBrij Singh
The document discusses the transition of the publishing industry to digital platforms and outlines opportunities and challenges. It notes that eBooks now make up 8-10% of overall sales and that there are 200 million tablets expected by 2012. A new architecture for digital publishing is proposed that focuses on engagement, experience, ecommerce, data, design, and distribution. The document outlines how each element works in a digital context and changes needed to publishing teams and skill sets.
Brand Driver is a global research and strategy firm that helps media and entertainment clients understand audiences. It uses qualitative and quantitative research methods to provide insights into consumer trends, content preferences, and brand perceptions in local and global markets. Some of its services include consumer segmentation, brand tracking, testing new products/content, and advising clients on key issues like strategy, programming, marketing, and platform negotiations.
This document discusses the evolution from traditional to digital marketing. It notes that while new technologies do not replace old ones, they integrate with existing technologies and revolutionize how tasks are performed. The document outlines how buyers, competitors, distribution channels, and marketing have changed in the digital age. Key points include how marketing can now be measured more accurately using digital analytics, the importance of having the right skills for digital strategies, and asking whether your company has a digital marketing strategy in place.
Digital Transformation Major tech trends through the customer lens and relati...Larry Smith
Digital Transformation
Major tech trends through the customer lens and relationships to the Insurance Industry
7 core technology trends: Mobility – Data – Social - Bots – Intelligence – Visualization – Things
This document summarizes Philip Kotler's presentation on the new role of marketing in the global digital economy. The presentation covered four main topics: 1) how globalization, technology, and other forces are disrupting businesses, 2) the need for entrepreneurship and innovation to adapt to these changes, 3) the importance of strong branding and reputation, and 4) a panel discussion on marketing in Russia. Kotler discussed how marketing must evolve to address new challenges and opportunities in today's fast-paced global environment.
The document discusses the future of book publishing in a connected world. It notes there will be multiple distribution partners across different devices. This will create new streams of value but also less control. Distribution contracts will need to accommodate multiple partners while author contracts may see a shift toward transparency and revenue sharing over multiple smaller transactions. A new model is emerging that emphasizes partnerships between publishers and distributors to provide content as a service rather than licensing, supporting new business models through experimentation.
The document discusses the future of book publishing in a connected world. It notes there will be multiple distribution partners across different devices. This will create new streams of value but also less control. Distribution contracts will need to accommodate multiple partners while author contracts may see a shift towards transparency and an emphasis on delivering content as a service. Overall, the industry is moving towards new partnership models between publishers and distributors to better support users and build on emerging business models. Publishers will need to embrace these changes with courage while maintaining patience.
Using Scenario Analysis to Predict the Future of the Semantic WebAugust Jackson
Will the semantic web be a threat or opportunity for information professionals? How do we plan for the future in the face of disruptive change and high uncertainty? This presentation explains how scenario analysis can bring some clarity to the future. We apply these methods to the question of the semantic web to understand where the threats and opportunities exist for information professionals.
The document describes an app and hardware device called Ignite that aims to enhance and extend human life by encouraging positive lifestyle changes. The app allows users to monitor their life expectancy in real time and modify it based on behaviors. It provides incentives to users for lifestyle changes through earning perks. The accompanying Ignite Pad device uses image recognition to replicate the functionality of fitness trackers at a low cost. Users can also earn "time credits" for extending their lives that can be used to purchase health-promoting services and products. The founders believe this combination of tools can drive significant behavior change and improve health outcomes.
1. This document analyzes the top 20 information technology (IT) companies in Thailand by market capitalization as of December 31, 2021.
2. The total market capitalization of the top 20 IT companies was 362,474 million baht, with 5,090 million baht or 1.40% belonging to the largest company.
3. The largest company had a market capitalization of 877 million baht and accounted for 17.23% of the total market capitalization of the top 20 companies.
The document discusses the importance of listening before developing a social media engagement strategy. It recommends starting by using monitoring tools to listen to conversations and analyze trends over time to understand brand perceptions and key issues. Only after thorough listening and analysis should organizations begin aggregating data, defining action steps, and starting conversations on social media. The value of initial listening to help shape future strategy is emphasized.
What You Need to Know of Social Media for Government Agenciessiriporn pongvinyoo
This document discusses key aspects of using social media for government agencies. It covers the 4Ps of social media marketing, interesting facts about social media, types of social media, and tips for safely using social media. The goal is to help government agencies understand how to effectively engage citizens through social networks.
The document discusses different types of social media including blogging, microblogging, social networking, media sharing, social news and bookmarking, online forums, and widgets. It describes blogging as a form of content management that allows users to easily write and publish posts. Microblogging is similar but limits posts to short texts about what the user is doing. Social networking connects users with friends through profiles with personal information. Media sharing allows uploading photos and videos for public view. Social news and bookmarking provide links to online content that users can rate, vote on, and share with others. Online forums are spaces for discussion around topics of interest. Widgets are another potential type of social media.
This marketing plan summarizes Mama Omega Plus' strategy to increase its market share of instant noodles from 52% to 60% within a year. Key points include:
1) Consumer research found people want more nutrients, so Mama Omega Plus was developed with added Omega-3.
2) Objectives are 15% sales growth and expanding market share through new product lines.
3) Strategies include advertising, pricing similarly to normal noodles, expanding distribution channels, and sales promotions through retailers.
4) The budget allocates most funds to TV, billboard, and booth advertising to position Mama Omega Plus as a "High Nutrient Instant Noodle."
Sam Walton founded Walmart in 1950 in Bentonville, Arkansas. Walmart grew to become the largest corporation in the world, operating over 1,000 Walmart Supercenters in the United States. Walmart's strategy of offering low prices through an efficient supply chain and large volumes has made it very successful, though it also faces criticism over its treatment of employees and impact on local businesses.
Starbucks provides a brief history of the company starting in 1971 and highlights its growth over the decades. The document outlines Starbucks' values of providing a great work environment, embracing diversity, applying high standards of excellence, developing satisfied customers, contributing positively to communities and the environment, and recognizing profitability. It also discusses Starbucks' brand essence and focus on coffee, people, and experience. The summary highlights Starbucks' commitment to social responsibility through initiatives like fair trade, organic, and shade grown coffee as well as support for coffee farmers and local communities.
বাংলাদেশের অর্থনৈতিক সমীক্ষা ২০২৪ [Bangladesh Economic Review 2024 Bangla.pdf] কম্পিউটার , ট্যাব ও স্মার্ট ফোন ভার্সন সহ সম্পূর্ণ বাংলা ই-বুক বা pdf বই " সুচিপত্র ...বুকমার্ক মেনু 🔖 ও হাইপার লিংক মেনু 📝👆 যুক্ত ..
আমাদের সবার জন্য খুব খুব গুরুত্বপূর্ণ একটি বই ..বিসিএস, ব্যাংক, ইউনিভার্সিটি ভর্তি ও যে কোন প্রতিযোগিতা মূলক পরীক্ষার জন্য এর খুব ইম্পরট্যান্ট একটি বিষয় ...তাছাড়া বাংলাদেশের সাম্প্রতিক যে কোন ডাটা বা তথ্য এই বইতে পাবেন ...
তাই একজন নাগরিক হিসাবে এই তথ্য গুলো আপনার জানা প্রয়োজন ...।
বিসিএস ও ব্যাংক এর লিখিত পরীক্ষা ...+এছাড়া মাধ্যমিক ও উচ্চমাধ্যমিকের স্টুডেন্টদের জন্য অনেক কাজে আসবে ...
Philippine Edukasyong Pantahanan at Pangkabuhayan (EPP) CurriculumMJDuyan
(𝐓𝐋𝐄 𝟏𝟎𝟎) (𝐋𝐞𝐬𝐬𝐨𝐧 𝟏)-𝐏𝐫𝐞𝐥𝐢𝐦𝐬
𝐃𝐢𝐬𝐜𝐮𝐬𝐬 𝐭𝐡𝐞 𝐄𝐏𝐏 𝐂𝐮𝐫𝐫𝐢𝐜𝐮𝐥𝐮𝐦 𝐢𝐧 𝐭𝐡𝐞 𝐏𝐡𝐢𝐥𝐢𝐩𝐩𝐢𝐧𝐞𝐬:
- Understand the goals and objectives of the Edukasyong Pantahanan at Pangkabuhayan (EPP) curriculum, recognizing its importance in fostering practical life skills and values among students. Students will also be able to identify the key components and subjects covered, such as agriculture, home economics, industrial arts, and information and communication technology.
𝐄𝐱𝐩𝐥𝐚𝐢𝐧 𝐭𝐡𝐞 𝐍𝐚𝐭𝐮𝐫𝐞 𝐚𝐧𝐝 𝐒𝐜𝐨𝐩𝐞 𝐨𝐟 𝐚𝐧 𝐄𝐧𝐭𝐫𝐞𝐩𝐫𝐞𝐧𝐞𝐮𝐫:
-Define entrepreneurship, distinguishing it from general business activities by emphasizing its focus on innovation, risk-taking, and value creation. Students will describe the characteristics and traits of successful entrepreneurs, including their roles and responsibilities, and discuss the broader economic and social impacts of entrepreneurial activities on both local and global scales.
Chapter wise All Notes of First year Basic Civil Engineering.pptxDenish Jangid
Chapter wise All Notes of First year Basic Civil Engineering
Syllabus
Chapter-1
Introduction to objective, scope and outcome the subject
Chapter 2
Introduction: Scope and Specialization of Civil Engineering, Role of civil Engineer in Society, Impact of infrastructural development on economy of country.
Chapter 3
Surveying: Object Principles & Types of Surveying; Site Plans, Plans & Maps; Scales & Unit of different Measurements.
Linear Measurements: Instruments used. Linear Measurement by Tape, Ranging out Survey Lines and overcoming Obstructions; Measurements on sloping ground; Tape corrections, conventional symbols. Angular Measurements: Instruments used; Introduction to Compass Surveying, Bearings and Longitude & Latitude of a Line, Introduction to total station.
Levelling: Instrument used Object of levelling, Methods of levelling in brief, and Contour maps.
Chapter 4
Buildings: Selection of site for Buildings, Layout of Building Plan, Types of buildings, Plinth area, carpet area, floor space index, Introduction to building byelaws, concept of sun light & ventilation. Components of Buildings & their functions, Basic concept of R.C.C., Introduction to types of foundation
Chapter 5
Transportation: Introduction to Transportation Engineering; Traffic and Road Safety: Types and Characteristics of Various Modes of Transportation; Various Road Traffic Signs, Causes of Accidents and Road Safety Measures.
Chapter 6
Environmental Engineering: Environmental Pollution, Environmental Acts and Regulations, Functional Concepts of Ecology, Basics of Species, Biodiversity, Ecosystem, Hydrological Cycle; Chemical Cycles: Carbon, Nitrogen & Phosphorus; Energy Flow in Ecosystems.
Water Pollution: Water Quality standards, Introduction to Treatment & Disposal of Waste Water. Reuse and Saving of Water, Rain Water Harvesting. Solid Waste Management: Classification of Solid Waste, Collection, Transportation and Disposal of Solid. Recycling of Solid Waste: Energy Recovery, Sanitary Landfill, On-Site Sanitation. Air & Noise Pollution: Primary and Secondary air pollutants, Harmful effects of Air Pollution, Control of Air Pollution. . Noise Pollution Harmful Effects of noise pollution, control of noise pollution, Global warming & Climate Change, Ozone depletion, Greenhouse effect
Text Books:
1. Palancharmy, Basic Civil Engineering, McGraw Hill publishers.
2. Satheesh Gopi, Basic Civil Engineering, Pearson Publishers.
3. Ketki Rangwala Dalal, Essentials of Civil Engineering, Charotar Publishing House.
4. BCP, Surveying volume 1
Strategies for Effective Upskilling is a presentation by Chinwendu Peace in a Your Skill Boost Masterclass organisation by the Excellence Foundation for South Sudan on 08th and 09th June 2024 from 1 PM to 3 PM on each day.
This document provides an overview of wound healing, its functions, stages, mechanisms, factors affecting it, and complications.
A wound is a break in the integrity of the skin or tissues, which may be associated with disruption of the structure and function.
Healing is the body’s response to injury in an attempt to restore normal structure and functions.
Healing can occur in two ways: Regeneration and Repair
There are 4 phases of wound healing: hemostasis, inflammation, proliferation, and remodeling. This document also describes the mechanism of wound healing. Factors that affect healing include infection, uncontrolled diabetes, poor nutrition, age, anemia, the presence of foreign bodies, etc.
Complications of wound healing like infection, hyperpigmentation of scar, contractures, and keloid formation.
Beyond Degrees - Empowering the Workforce in the Context of Skills-First.pptxEduSkills OECD
Iván Bornacelly, Policy Analyst at the OECD Centre for Skills, OECD, presents at the webinar 'Tackling job market gaps with a skills-first approach' on 12 June 2024
2. Our Company Background
Kindle Co.,Ltd.
Ki dle C Ltd
is the leading e book dealer
e-book
and content coordinator
based in Thailand with
significant international
operations.
3. Our Company Background
• The capital foundation of 400 Million Baht
• CDMA network of Hutchison CAT Wireless Multimedia Co.Ltd
• Rapidly growing business in e book dealer and content coordinator
e-book
• The only one authorized dealer in Thailand
• The headquarter of Kindle is The Tower which is located in Rama 4th
q
road, Klong Tier, Bangkok
4. Company Background (Con.)
Vision :
• To be the leading integrated knowledge provider with friendly high-
end technology to public and customers’ satisfaction
Mission:
• To provide experience, pleasure, and the integrated knowledge with
friendly high-end technology to public and customers’ satisfaction
9. Kindle Technology
• Electronic Ink is a type of electronic paper manufactured by E Ink
Corporation. It i a proprietary material th t i processed i t a fil
C ti is i t t i l that is d into film
for integration into electronic displays, particularly for E-book devices
such as the Sony Reader, the iLiad, the Cybook Gen3, the Amazon
Kindle and the Readius device from Vision.
10. Kindle Technology (con.)
EVDO/CDMA
EVDO
• Telecommunications standard for the wireless transmission of data
through radio signals
CDMA
• Multiplexing techniques adopted by many mobile phone service
providers around the world
11. Kindle Technology (con.)
EVDO
Telecommunications
standard for the
wireless transmission
of data through radio
signals
i l
12. Kindle Technology (con.)
CDMA
Multiplexing
techniques adopted
by many mobile
phone service
providers around the
world
13. Adoption process
d i
Degree of Innovation
1.
1 Continuous Innovation / Minor change
2. Discontinuous Innovation / New to the world
3. Dynamically Continuous Innovation / Major Change
y y j g
14. Adoption process
d i
Early Adopters / Visionaries
• Want to revolutionize competitive rules in their industry
• Attracted by high-risk/high-reward projects
• Not necessarily very price sensitive
• Demand customized solutions and intensive tech support
• Product form competition
• Early adopters communicate horizontally
15. The degree of innovation
Incremental Continuous Radical
16. Environment Analysis
i l i
Political
P liti l Social
S i l Technology
T h l
• Thai Political is not • Increasing of
g • Moore’s Law
stable Adoption Process for • Mobile and
• Free trade agreement High Tech Product Multimedia
of electronic • Increasing of literature • Knowledge
equipment rate of Thai people Management
17. Environment Analysis
i l i
Economic
E i Environmental
E i t l Legal
L l
• Inflation • Global Warming • Copy Right
Concerned
18. SWOT
Weaknesses
Strengths
Strengths
St th
Weakness
• First to the market • New Product
• Speed of delivery a new book. • New technology
p y gy
• Lower Price Advantage • Capital Assets
• Download anywhere anytime
• Partner Reputation & Reliability
Opportunities Threats
Threats
• Rapid Change in Technology
• Innovation Awareness
• Global Warming Concerned • Negative Opinion
• Uncovered Network
• Unlike Reading People
20. Consumer Research Analysis
Demographic of Target Group
• Sampling unit, male and female are nearly the same amount.
• Sampling unit at 20-30 years of age and 30-40 years of age are
around 66% and 23% respectively.
% % p y
• Education Degree : Bachelor or Master 93%
• Occupation : Student or Worker 65%
• Salary : 10 000 – 30 000 Baht 48 %
10,000 30,000 %.
25. Potential Entrants: Five Forces
High
+ Enter the market
- make the content
Supplier: High Industry Competitor: Buyers: Low
Low
+ Supplier’s power - Direct competitor
- Customer’s power
- content + indirect competitor
Substitutes: High
+ Book & E-Book
26. Competitors
Budget Competition
Generic Competition
E-Book
e.g amazon.com
Product Category Competition
Nokia 770
o a 0
Product Form Competition
Sony Reader
Brand Competition
27. Unique Selling Point
E-Ink
E Ink Technology
® More comfortably read as same as the physical paper
® No irritation from e letter effects
e-letter
Personal Mobile Library
® Personal library anytime & anywhere
28. STP
Segmentation
i
High Technology Seekers
g gy
The Pessimists The Optimists
Low b d t
L budget High budget
Hi h b d t Low b d t
L budget High budget
Hi h b d t
Sidelined Hand Shakers Technostrivers Fast Forwards
Citizens Traditionalists Digital Hopefuls New Age
Nurturers
Media Junkies Gadget Grabbers Mouse Potatoes
29. STP
Target Market
Fast Forwards
These customers are the biggest spenders, and they are early adopters of
new technology for individual use.
30. STP
STP
Positioning
ii i
Innovation
Sony Reader
Convenience
Nokia 770
N ki 770
Slogan “Library U”
31. Intensive Growth strategy
Current Product New Product
Market-penetration Product-development
Market-penetration
Current
strategy
strategy strategy
Market
M k
New Market-development Diversification
Diversification
Market strategy strategy
strategy
Innovation strategies - This deals with the firm's rate of the new product development and business
model innovation It asks whether the company is on the cutting edge of
innovation.
technology and business innovation. There are three types:
1. Pioneers 2. Close followers 3. Late followers
32. Brand development strategy
Product category
Existing New
Line extension Brand extension
Existing
strategy
t t strategy
t t
Brand
New Multi brands New brands
Brand strategygy strategy
gy
37. General Feature
Li ht and thinner than a regular b k
Lighter d thi th l book
200 books containable
C i bl
Convenient portable
USB P
Port
38. Technology
h l
Electronic Paper and E‐Ink technology
Electronic Paper and E Ink technology
Ur smart CDMA
One minute downloads
39. Content
Books newspapers magazines
Blogs
g And mores
40. Content
• Offers more than 99 of 112
books currently found on the
CU Book Best Seller list.
• Lets you download and read
the beginning of any book for
g g y
free.
Books
41. Content
Books
Some of our most popular titles include:
Smart - I
อัจฉริยะ เรียนสนุก
ผูแตง/แปล : เดอะท็อป ซีเคร็ท (THE TOP SECRET)
ผูแตง/แปล : วนิษา เรซ ผูแตง/แปล :
ธันวคม จุลรุจน พุทธมิลนประทีป
ิ สม สุจราี
ราคาปก 196.00 บาท ราคาปก 215.00 บาท
ราคาปก 175.00 บาท
ราคาพิเศษ 176.00 บาท ราคาพิเศษ 194.00 บาท
ราคาพิเศษ 149.00 บาท
42. Content
• offers top Thailand and
international newspapers.
• Subscriptions are auto-
delivered wirelessly to your
smart Kindle.
Newspapers
46. Content
• Unlike reading blogs on
your PC.
• Delivered to your favorite
blog for free
free.
Blogs
47. Content
Blogs
Some of our most popular titles include:
48. Content
• Eli i ti th
Eliminating the • E j audiobooks.
Enjoy di b k
need to print. • Listen via smart
• makes it easy to
y Kindle's speaker or
p
take your personal plug in your
documents with headphones for
youself.
y private listening.
p g
Personal Files Audiobooks
52. Price - Product
Content Price
1. Books Save 30– 40 % of print list price
2. Newspapers Save 10 - 20 % of print list price
3.
3 Magazines Save 10 - 20 % of print list price
4. Blogs Free
5. And more Free
53. 3P-Channel
Everywhere with Ur
Smart Kindle
S t Ki dl
Customer
•Kindle’s Store in
Department Store
Our Company •Corporate’s Website
•CU book (6 months after
launch)
Amazon
54. MPR
Pre-Launch
(Visionary’s test)
Objectives: Brand awareness,
Create experience
Theme : Ur smart Kindle
Participants : Press, Visionaries
Place : Maruay Library, Esplanade
Date : August 1st , 2008
Budget
B d t: 2,000,000 Baht
2 000 000 B ht
55. MPR
Press Release
Objectives: Brand awareness
Theme : High Tech in ur Style
Place : - Newspaper
Manager , Bangkok Post
- Magazine
Computer Today
Date : August 16th , 2008
Budget : 50,000 Baht
56. Trade Show
Commart
C t
Objectives : Brand awareness, Show new
innovation, Get order, Get questionnaire
Theme : Ur smart Kindle
Place : Queen Sirikit National Convention
Center
Date : 13 – 16 November, 2008
Budget : 4,000,000 Baht
58. Road Show
Universities
U i iti
Objectives : Brand awareness Show new innovation
awareness,
Theme : Enjoy reading with e-ink by smart Kindle
Place : C book in each university (5 branchs)
Cu ni ersit
Date : November – December 2008
Budget : 4,000,000 Baht
59. Personal Selling
Kindle’s Store
Objective : Introduce the product,
Follow up
Theme :
Th Smart pretty with ur
S t tt ith
smart Kindle
Place : Kindle’s store
Kindle s
(20 branches)
Date : August 15th , 2008
and onwards
Budget : 1,000,000 Baht
61. Direct Marketing
To…. kindle Friends
Direct e-mail
Objectives : Introduce product
Theme : Ur smart Kindle
Participants : Name list from Hutch
Date : August 15th , 2008
Budget : 0 Baht
62. Direct Marketing
i k i
Corporate website
Objectives : Reach target
group directly, Brand
awareness
Theme : Ur smart Kindle
Place : Website
Date : August 15th , 2008 and
onwards
Budget : 500,000 Baht
63. Sale Promotion
Via Kindle’s Store, Fair
Store
Objectives : Boost sales Budget :
2,500,000 Baht
Book : Free 10 books loading as ur mind
Newspaper : Free two-week trial for newspaper subscription
Megazine : Subscribe 1 year get free 2 issues
Others : Free interactive book via corporate Kindle website
(www.kindle.co.th)
(www kindle co th)
64. Sale Promotion
Via Corporate website
Objectives : Boost sales
Execution : Free delivery, Guarantee 1 year,
Upgrade software
Theme : Ur smart Kindle
Place : Website
Date : August 15th , 2008 and onwards
Budget : 1,450,000
1 450 000 Baht
65. Advertising
Magazine, computer book
g , p
Objectives : Brand awareness
Theme : Everywhere with
ur smart Kindle
Place : Computer today, e-leader
Date : 1st week of September
p
and November 2008
Budget : 1,000,000 Baht
66. Advertising
Brochure
Objectives : Introduce product
Theme : Everywhere with ur smart Kindle
Place : Kindle’s Store, Fair
Date : August 15th , 2008 and onwards
Budget 500,000 Baht
B d t : 500 000 B ht
67. Advertising
Out of Home : BTS banner
Objectives : Brand awareness
Theme : Everywhere with Kindle
Place : Siam station
Date : October and December 2008,
February and June 2009
Budget : 2,000,000 Baht
68. Advertising
Website b
W b it banner
Objectives : B d awareness
Obj ti Brand
Theme : Ur smart kindle
Place : Pantip, Manager website
Date : September 2008 and onwards
Budget : 1,000,000 Baht
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69. Activities Schedule
Press
Released
Pre-
Launch
Ad. Ad. Ad. Ad.
Mag Mag Mag Mag
RoadShow
Commart
Web Web Web Web
Banner Banner Banner Banner
Sale Sale Sale
Pro Pro Pro
Direct
Mail
Coperate Website
Personal Selling
Brochure
May / 09
Aug / 08
Sep / 08
Nov / 08
Dec / 08
Aug / 09
Sep / 09
Nov / 09
Dec / 09
Feb / 09
Mar / 09
Feb / 10
Jan / 09
Jan / 10
Oct / 08
Apr / 09
Oct / 09
jun / 09
Jul / 09
y
70. Total 20 Millions Baht
Budget
ge
MPR Pre-Launch 2,000,000
Press Released 50,000
Trade Show 4,000,000
Road Show 4,000,000
Personal Selling 1,000,000
Direct Marketing Direct e-mail
e mail 0
Corporate Website 500,000
Sales Promotion Via Kindle’s Store 2,500,000
Via Corporate Website 1,450,000
Advertising Magazine, Computer book 1,000,000
Brochure 500,000
Out of Home : BTS banner 2,000,000
Website banner 1,000,000
, ,
71. Evaluation
IMC Activities
Awareness
Reach : 80 % in 3 months
Frequency : 10 times/ month
Sales Volume
By
B product : 32 000 Ki dl i 18 M th
d t 32,000 Kindles in Months
Product Profit : 300 Million Baht
Break Event Point : 2,050 Kindles in 18 Months
By content : 100,000 download/ month
Content Profit : 5 million baht/ month EVDO/CDMA
72. Thank You
High – Tech Marketing
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คณะพาณิชยศาสตรและการบัญชี จุฬาลงกรณมหาวิทยาลัย
นางสาววัชรี ศิรมหัทธโน
ิ
นางสาวศิริพร พงศวิญู
นางสาวสรลดา บุรณศร
นางสาวสิริลดา บรณศิริ
73. Thank You
Onion Head
Siriporn Pongvinyoo
mrkokung@hotmail.com