OFFLINE MARKETING CHANNELS         MK411 is a black and white, long battery life,         low-priced E reader, offering a ...
STP                   Price and Place          Segmentation : Targeting : Positioning                                   Th...
STP              Price and Place          Segmentation : Targeting : Positioning                  Thai people who read apa...
STP               Price and Place        Segmentation : Targeting : PositioningThe most suitable economical user-friendly ...
STP                Price and Place                          Price and PlacePrice      Device: THB2,000           Content P...
OFFLINE MARKETING CHANNEL  Pre-launching                  Introduction                  Growth  Jan   Feb     Mar    April...
OFFLINE MARKETING CHANNELPre-launching             Introduction                  Growth       Create brand awareness and c...
OFFLINE MARKETING CHANNELPre-launching             Introduction                  Growth       Create brand awareness and c...
OFFLINE MARKETING CHANNEL  Pre-launching                  Introduction                  Growth  Jan   Feb     Mar    April...
OFFLINE MARKETING CHANNELPre-launching              Introduction                     GrowthIntroduce new product     Incre...
OFFLINE MARKETING CHANNELPre-launching              Introduction                     GrowthIntroduce new product     Incre...
OFFLINE MARKETING CHANNELPre-launching               Introduction                     GrowthIntroduce new product      Inc...
OFFLINE MARKETING CHANNELPre-launching               Introduction                     GrowthIntroduce new product      Inc...
OFFLINE MARKETING CHANNEL  Pre-launching                  Introduction                  Growth  Jan   Feb     Mar    April...
OFFLINE MARKETING CHANNELPre-launching                  Introduction                  GrowthIncrease the trial, conviction...
OFFLINE MARKETING CHANNELPre-launching                  Introduction                  GrowthIncrease the trial, conviction...
Jan Feb    Mar April   May Jun   July Aug   Sept Oct   Nov DecI. Pre-launching stage        Transit   Print ads (Poster)  ...
CONVERSION FUNNEL                                        #Age 15-55 Bangkok                                            (ns...
CONVERSION FUNNEL                                   Engagement-related                                    Promotional Cost...
CONVERSION FUNNEL                      Fact#1: Bangkok person earns 58k per month on aver.                       Fact#2: E...
CONVERSION FUNNEL                                         *Electronic salesperson opinion                                 ...
DEFINE IMC EFFECTIVENESS                                       Percentage Total types   Effectiveness index               ...
DEFINE IMC EFFECTIVENESS      • 61% of BTS+ MRT: Gen x income > 50,000 baht      • 17% of BTS + MRT: Gen Y income < 30,000...
COST/BUDGET ALLOCATION                 AWARENESS            FAMILIARITY       TRIAL       PURCHASE                        ...
Q & A Session
Back-up Slides
Advantages over Online marketing                     Trust                     Physical evidence                     Re...
Advantages over Online marketingProactive help   a staff member can usually point me in the right        identify frustra...
Advantages over Online marketingISSUES & OBJECTIVES   IMPLEMENTATIONS   FINANCIAL JUSTIFICATION
Key effective offline toolsNews Paper Classified Ad PostingThere are some people who wade through the classifieds each day...
Online-offline marketing integration1. Advertising: online with Google Adwords, offline in industry magazines2. Affiliates...
What show us Market Demand?                  1                        2                         3                         ...
Consumer Analysis                                        •                                        •                       ...
Consumer Analysis                                        •                                        •                       ...
Key Performance Indicators (KPI)•    Ad recall (mkt res.)               •   ROI, ROCE•    Monthly sales growth vs industry...
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Mk411 E READER

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Mk411 E READER

  1. 1. OFFLINE MARKETING CHANNELS MK411 is a black and white, long battery life, low-priced E reader, offering a light, thin, yet portable alternative for book lovers.Amornrat Pananya Sirada Veeravit Nicha Pabhawin Napatsorn Jutarat
  2. 2. STP Price and Place Segmentation : Targeting : Positioning Thai people who read apart from their study or work time Knowledge Entertainment Info update• Business • Children • Newspaper• Education • Novel • Journals• Philosophy • Comics  News• History • Lifestyle  Free mag  Fashion, Auto, IT  Gossips• Geography Food, Decoration  Horoscope• Reference • Lifestyle  Etc. Magazine • Series Magazine ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
  3. 3. STP Price and Place Segmentation : Targeting : Positioning Thai people who read apart from their study or work time KnowledgeDemographic Entertainment Characteristics update Info• • Business – 55 Age: 15 • Children • Read books apart from • Newspaper• • Education 15,000 – 50,000 Income: • Novel their study/work time • Journals• Geographic: Nationwide • Philosophy • Comics • Not too tech  News savvy• History on urban) • Lifestyle • Love convenience mag (focus  Free• Occupation: • Geography  • Save-the-earth value Fashion, Auto,  Gossips• • Students – First jobbers IT Reference  Horoscope Food, Decoration  Etc. • Office workers - Adults • Lifestyle Magazine • Series Magazine ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
  4. 4. STP Price and Place Segmentation : Targeting : PositioningThe most suitable economical user-friendly electronic reading deviceE-book reader & substitutions Full-size Tablets THB15,000 above Acer Iconia iPadColor LCD media tablets THB6,000-10,000 Google Samsung Nexus Galaxy Kindle Asus B&N Kindle MK411 E-reader Fire B/W E-reader THB2,000-5,000 Lenovo ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
  5. 5. STP Price and Place Price and PlacePrice Device: THB2,000 Content Provider: Mark-up 5% - Book purchases from online store - Daily purchases for newspaper/journalsPlace - Physical book stores - Exclusively available at B2S - Partnership/Alliance advantages - Promotional tools - Market Presence - Market Coverage ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
  6. 6. OFFLINE MARKETING CHANNEL Pre-launching Introduction Growth Jan Feb Mar April May Jun July Aug Sept Oct Nov Dec 15 3.5 8days months months Create Introduce new Increase the trial, brand product to the market conviction, and boost sales awareness Increase brand through market and awareness and development curiosity in desires/or interests Build customer relationship the mind of Educate product to create more brand consumers features to consumers loyalty ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
  7. 7. OFFLINE MARKETING CHANNELPre-launching Introduction Growth Create brand awareness and curiosity in the mind of consumers WHAT? HOW? TRANSIT “Display on BTS MRT Vans MK411 E-readers are ” coming real soon PRINT (at B S bookstore) Standing poster Newsletter ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
  8. 8. OFFLINE MARKETING CHANNELPre-launching Introduction Growth Create brand awareness and curiosity in the mind of consumers WHAT? WHY? Matching concept TRANSIT ✽ Communication channels ✽ Targeted consumers passed PRINT ✽ Public Transportation ✽ Repeated exposure ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
  9. 9. OFFLINE MARKETING CHANNEL Pre-launching Introduction Growth Jan Feb Mar April May Jun July Aug Sept Oct Nov Dec 15 3.5 8days months months Create Introduce new Increase the trial, brand product to the market conviction, and boost sales awareness Increase brand through market and awareness and development curiosity in desires/or interests Build customer relationship the mind of Educate product to create more brand consumers features to consumers loyalty ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
  10. 10. OFFLINE MARKETING CHANNELPre-launching Introduction GrowthIntroduce new product Increase brand awareness Educate product features to to the market and desires/or interests consumers WHAT? “GRAND OPENING”TRADESHOWS/EVENT S COMMISSION PRINT TRANSIT ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
  11. 11. OFFLINE MARKETING CHANNELPre-launching Introduction GrowthIntroduce new product Increase brand awareness Educate product features to to the market and desires/or interests consumers WHAT? HOW? “GRAND OPENING” Who Where Activities • Politicians • Trial and experience • Famous Central World • Celebrities celebrities - Partnership endorsement • Authors - Mass target • Lucky draw at • Presses market registered point for • Partner (B2S) - Attention gift voucher • Public ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
  12. 12. OFFLINE MARKETING CHANNELPre-launching Introduction GrowthIntroduce new product Increase brand awareness Educate product features to to the market and desires/or interests consumers WHAT? HOW? “GRAND OPENING”TRADESHOWS/EVENT 6 universities & 21 dept. stores S COMMISSION Commission from sales personnel Partnership advantages at B2S Magazine, PRINT PR(measurement) M2F, Thairath, Dailynews, flyers TRANSIT Display at BTS, MRT, digital billboard, 51 office building elevator’s screen ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
  13. 13. OFFLINE MARKETING CHANNELPre-launching Introduction GrowthIntroduce new product Increase brand awareness Educate product features to to the market and desires/or interests consumers WHAT? WHY? “GRAND OPENING”TRADESHOWS/EVENT Gain Awareness & interest from passing-by S potential customers COMMISSION Educate them & Increase trial rate Product introduction to mass market consumer PRINT in urban area This also match with our target market: office TRANSIT workers ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
  14. 14. OFFLINE MARKETING CHANNEL Pre-launching Introduction Growth Jan Feb Mar April May Jun July Aug Sept Oct Nov Dec 15 3.5 8days months months Create Introduce new Increase the trial, brand product to the market conviction, and boost sales awareness Increase brand through market and awareness and development curiosity in desires/or interests Build customer relationship the mind of Educate product to create more brand consumers features to consumers loyalty ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
  15. 15. OFFLINE MARKETING CHANNELPre-launching Introduction GrowthIncrease the trial, conviction, and boost Build customer relationship to create more sales through market development brand loyalty WHAT? HOW? Create campaign for sales promotion SALES PROMOTION i.e. Back to school campaign, Christmas campaign Advertise the sales promotion campaign via radio BROADCAST broadcasting Trial encouragement in libraries. SPONSORSHIP Advertise the sales promotion campaign for the PRINT discounts or give voucher via flyers and newspapers TRANSIT ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
  16. 16. OFFLINE MARKETING CHANNELPre-launching Introduction GrowthIncrease the trial, conviction, and boost Build customer relationship to create more sales through market development brand loyalty WHY? “ Positioning shift leads to ” brand loyalty ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
  17. 17. Jan Feb Mar April May Jun July Aug Sept Oct Nov DecI. Pre-launching stage Transit Print ads (Poster) in Bookstores II. Introduction Partner with B2S Tradeshows/Events Print Transit Commission III. Growth Broadcast Selling Promotions Sponsorship Print Transit ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
  18. 18. CONVERSION FUNNEL #Age 15-55 Bangkok (nso.go.th) AWARENESS 4.5M FAMILIARITY 100% TRIAL Exposed to media as PURCHASE part of daily lifeISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
  19. 19. CONVERSION FUNNEL Engagement-related Promotional Costs AWARENESS Total Promotional Cost FAMILIARITY TRIAL 63% =63% X Awareness Level PURCHASE =2,835,000 pplISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
  20. 20. CONVERSION FUNNEL Fact#1: Bangkok person earns 58k per month on aver. Fact#2: Education + Entertainment expenditure = 4% 58,000 x 4% = 2,320 baht AWARENESS >product price FAMILIARITY TRIAL Rule of Thumb Probability PURCHASE “try: not to try -> 50:50” 50% =1,400,000 pplISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
  21. 21. CONVERSION FUNNEL *Electronic salesperson opinion 5% who tried the product actually buys !* AWARENESS FAMILIARITY 1,400,000 x 5% = 70,000 units TRIAL PURCHASEConclusion: offline mkt conversion rate is 1.76% ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
  22. 22. DEFINE IMC EFFECTIVENESS Percentage Total types Effectiveness index Projected Allocation allocation Print 1.26 6.03% 1.19 M Transit 6.76 32.32% 6.38 M Sales 2.00 9.56% Promotion 1.89 MTradeshow/ev 6.93 33.12% ents 6.54 M Broadcasts 3.97 18.97% 3.42 M Total 20.92 19.73 M 1.00 ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
  23. 23. DEFINE IMC EFFECTIVENESS • 61% of BTS+ MRT: Gen x income > 50,000 baht • 17% of BTS + MRT: Gen Y income < 30,000 baht • baby boomer x not in our target segmentMarket Research -ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
  24. 24. COST/BUDGET ALLOCATION AWARENESS FAMILIARITY TRIAL PURCHASE Sales PromoINTRO. GROWTH Prints Commissions Broadcast Event Transit PRE-LAUNCH ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
  25. 25. Q & A Session
  26. 26. Back-up Slides
  27. 27. Advantages over Online marketing  Trust  Physical evidence  ReliabilityMore convincing in the earlier stage to build awareness and interestWhile customer are exposed to bombarding ads from onlinemarketing, traditional ways of marketing acts as an opportunity fornew products to make its presence in the market; despite the cost,implementation difficulty, and also uncertain/inaccurateperformance measures. ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
  28. 28. Advantages over Online marketingProactive help a staff member can usually point me in the right  identify frustrated shoppers  help them through their buying missionBundling a salesperson ask customers whether they would like to pick up a case, extra battery, extra storage, tripod, extended service plan, photo printer, laptop, Photoshop, etc.  make more money  service to the customer to make sure they have got everything  More natural than Amazon offer for bundling ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
  29. 29. Advantages over Online marketingISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
  30. 30. Key effective offline toolsNews Paper Classified Ad PostingThere are some people who wade through the classifieds each day lookingfor a good deal.- Your headline should be in bolded letters and your text should instruct the reader on how to get more infoDistributing Flyers- Local college or university and post them everywhere you can includingdorm entry ways and bulletin boards. There are an unlimited amount ofplaces you can distribute flyers, you are only restricted by your creativity andimagination- Can outsource cheap laboring distributorBusiness CardsInforming every person is always a good idea.Networking can traffic with word of mouth ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
  31. 31. Online-offline marketing integration1. Advertising: online with Google Adwords, offline in industry magazines2. Affiliates: have other people sell your books3. Blogs: have valuable content on your blog and as a guest blogger4. Joint ventures: have others promote to their list5. Mailings: online with email to your list and other lists; offline with direct mail6. Media: radio shows online and off7. Social marketing: online with Facebook, LinkedIn and other social sites,offline by building relationships and strategic alliances8. Speaking: online tele-classes and webinars (yours and others), offlinegiving talks and seminars9. Writing: articles, blogs, columns, press releases,ezines, newsletters ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
  32. 32. What show us Market Demand? 1 2 3 Less tech-savvy Thai children readStudents carry piles characteristics of 8 sentences on aof books to school! Thai adults, aging daily basis people (baby boomers) Portability and Growing need easy Concerns for convenience interface-tech literacy rate ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
  33. 33. Consumer Analysis • • - • • 67% 31% 27% 4%ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
  34. 34. Consumer Analysis • • - • •ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
  35. 35. Key Performance Indicators (KPI)• Ad recall (mkt res.) • ROI, ROCE• Monthly sales growth vs industry’s • Projected sales vs. Actual sales• Number of downloads per • Profitability: GPM, NPM customer (customer retention) • NPV • PBP Operating profit 10,000,000.00 8,000,000.00 6,000,000.00 4,000,000.00 2,000,000.00 - ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION

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