1. TO: Martha Smith
FROM: Amanda Lester, Lindsey Downs, Erika Scoliere
DATE: Wednesday, March 31, 2010
SUBJECT: “Libreria La Nueva Jerusalem” Case Study
Libreria La Nueva Jerusalem has potential. We feel the business is in a perfect
position to market to middle age women church attendees. We also feel that Gloria
Martinez has not been fully utilizing her connection with the church. We suggest Mrs.
Martinez’s business could attempt to become the sole provider of Bibles for the Church
membership. There is always a need for Bibles for those in the congregation going
through baptism, first reconciliation, first communion, confirmation, and baccalaureate
ceremonies.
Business Cards
We have redesigned the Business Card for Gloria Martinez. We changed the
background of the card to purple. We chose purple because our target market is middle
age women and purple is a very feminine color. The color purple also has an underlying
meaning of “spiritual fulfillment” which we thought was relevant to the business. Another
aspect of the business card we considered important was the development of a
universal symbol, or logo, for the business. We picked a simple image of a girl praying
by a cross as an appropriate logo. The business card has information in Spanish and
English. We suggest the business cards should be placed next to the cash register.

2. Make the House More Attractive
To attract attention to the house we believe it would be beneficial to paint the
cross located outside a more distinctive color. We suggest purple to stay within our
color scheme. By doing this, Martinez will be able to draw attention to the white sign
underneath.
We think the store looks very cluttered. if the computer is not being utilized, she
should remove it from sight as it detracts from the desired effect of the room. Adding
lighting outside the house and using less harsh indoor lights would help make the house
more attractive. We also think the store would be more welcoming if Martinez played
soft Christian music in the background.
Getting the Word Out!
We feel that advertisements are crucial to Martinez’s business. Martinez needs to
reach out to the Spanish community by placing flyers and ads in various locals such as
“Little Mexico,” “Grocery stores,” and the various Catholic Churches in the area. We
recommend that she place ads in the church bulletin, and eventually place ads on
Spanish radio stations.
Flyers
We have also designed a flyer for the bookstore. We incorporated the universal
logo of the business in the top right corner. We came up with a slogan that should catch
the eye of the targeted cliental. The slogan is “Bibles, Crucifixes, Rosaries, and More!”
We also included a summary of the mission of the Bookstore as well as included the
address and contact information for the bookstore. To further attract potential customers

3. we included a sidebar, which lists types of gifts customers can purchase. We also put
an attractive picture of a cross and a sunset to catch the attention of customers.
Possible Sales
Putting certain items up for sale will draw in customers. We think that Martinez
should consider sales pricing for those items that are not moving currently generating
sales. Sales could be focused on seasonal holidays such as Christmas and Easter. A
possible Easter promotion could include an Easter basket bundle containing items such
as children’s books, candy, and a rosary.
Products! Products! Products!
Martinez should re-position her products. Items with the best profit margin could
be positioned near the register to attract impulse buyers. Books should be placed on the
bookshelf according to themes. Sections for Gifts, Religious Books, Bibles, Prayer
Books, Kids material, and relationship books could be grouped in separate areas to
assist the customers. Signs should be placed to direct customers to particular areas.
We also noticed that some of the merchandise was displayed poorly, or in some
instances, placed in plastic bins and hidden from view. We recommend displaying the
merchandise in so it can be seen and using attractive baskets to help draw the attention
to the items.
Organization of the t-shirts is very important. We recommend putting the extra t-
shirts in bins and organized in the bins by size. Above the bins we thought that it would
be best to display the shirts on hangers. Also, we thought that it would be a beneficial to

4. put your favorite bible verses on some of the shirts. Such as Philippians 4:13: “I can do
all things through Christ who strengths me.”
Martinez should review the content of her inventory. Determining an accurate
inventory and analyzing sales will assist her in making logical restocking decisions.
Careful attention to detail should save her time, money, and avoid unnecessary
expense.