Ci final
Transcript of Ci final
MAN HUA LI
Comic Your Story
http://stayoldie.wix.com/consumer
CONTENT
1. Introduction
2. Customer Analysis
3. Objective
4. Marketing Mix
5. Conclusion
CONTENT
1. Introduction
2. Customer Analysis
3. Objective
4. Marketing
5. Conclusion
INTRODUCTION
• Founded in 2013
• Head-quartered in Beijing
•Initial fund form the student graduate entrepreneur loan
• A website where you can choose the cartoonist and “ comic” your story according to your description and preferential comic style
Company
INTRODUCTIONWhat are we offering
1. Introduction
2. Customer Analysis
3. Objective
4. Marketing Mix
5. Conclusion
CONTENT
With the spread of the Japanese anime, the comics culture becomes more and more influential. Some comics words even develop into internet language which are frequently used by youngsters, such as Ji You(基友) , Wei Niang(伪娘) , Zheng Tai(正太) , Luo Li(萝莉) etc .
1. Cultural Factors
CUSTOMER ANALYZEConsumer behavior
analysis
Comics clubs become increasingly popular in schools. Comics fans not only actively draw cartoons but also do cosplay in comics exhibition. Comics serves as a good subject for them to socialize and bonding.
2. Social Factors
CUSTOMER ANALYZEConsumer behavior
analysis
3. Personal Factors
In recent decades, the "COMICS" has been a trend among Chinese youth. Normally, it is Japanese anime that accompany them during their childhood. Watching and talking about Japanese anime has become an lifestyle among most 1990s and even some 1980s.
CUSTOMER ANALYZEConsumer behavior
analysis
Many of Chinese juvenile call themselves " the creatures in anime ". They always imagine themselves are protagonists in different types of comics so that they can save the world, have a lot of beautiful girlfriends or live a glorious life. In a word, they want to be their own superhero or heroine.
4. Psychological Factors
CUSTOMER ANALYZEConsumer behavior
analysis
1.Main productComic Booklet with the customers’
stories
According to our customer research, 82.13% people want to record their own stories and 59% of them think designing a customized comic book is an special way to do it.
Other customized products that using the comics characters or scenes
2. Sideline product
CUSTOMER ANALYZEConsumer Insight
Comics have become a trend and domestic cartoon industry is booming. As more and more people prefer to have a head portrait, to illustrate one’s life with comics could be a new trend.
Everyone has his or her stories that
worth recording and memorizing
Everyone has some fantasy and love to see
it visualized
Comics is an interesting way to
answer this demand
CUSTOMER ANALYZEConsumer Insight
CUSTOMER ANALYZEConsumer Insight
•Memorize the special days, such as marriage anniversary, wedding, birthday etc.
Commemoration
•Recording the past. Eg: The happy moment & relationship
CUSTOMER ANALYZEConsumer Insight
Imaging themselves as the hero of the cartoon
Personal expression
CUSTOMER ANALYZEConsumer Insight
Use cartoon image to express the identification of themselves.
To be special. To be different from others
Personal expression
CUSTOMER ANALYZEConsumer Insight
Market
Segmentation
Segment by Demographic
According to the market segmentation, we found that children and youngsters are major consumer of comics
CUSTOMER ANALYZE
Consumer insight of different age groups
Children:• Kids who love cartoons and fantasy
Youngsters: • Teenagers who want to express their feelings or try something new
and unique• Adults who want to send special gifts to their loved ones or just
want to record their memories
Market
Segmentation
CUSTOMER ANALYZE
People aged from 5 to 34 years old who want to record their memories and imaginations in a special way.
( 2010 population census of the PRC)
1. Target Market
2. Potential Market Size
People aged from 5 to 34 in China in 2010
571.15million
44% of the whole population
CUSTOMER ANALYZETarget Market
Positioning
Positioning as a TREND LEADER. The very FIRST and MOST POPULAR website in the field of customized comics.
1.Enterprise positioning
CUSTOMER ANALYZE
2. Brand positioning
• A place to visualize your dream and record your life bit by bit vividly
• Deliver high quality and excellent customer services
PositioningCUSTOMER ANALYZE
Porter's Five Forces
Analysis
New entrant
SuppliersIndustry
competitorsBuyers
Substitutes
CUSTOMER ANALYZE
1. The Threat of Entry
The threat of entry is relatively high.
• The cost of constructing a website is cheap
• Easy to recruit cartoonists and duplicate the idea.
• Reliable and generous enterprise image to
attract talents
• Legal contracts to maintain cartoonist
resources
• Influential platform to increase
recognition of cartoonist
•Get a head start in the market
•Seize customers and resources as much as
possible
•Provide better customer experience
But we still have our unique
strength.
Porter's Five Forces
Analysis
CUSTOMER ANALYZE
2. Bargaining Power of Buyers
The bargaining power of buyers is relatively low.
Our website is the only one which provide the service of customized comics with
excellent customer experience.
• It is not a simple website which sell service.
•The website is a place where you can fulfill your dream and create your own world.
Thus, buyers can not simply weigh the comics by money.
Porter's Five Forces
Analysis
CUSTOMER ANALYZE
3. Bargaining Power of Suppliers
a. Content suppliers
As a tailored comic website , our content suppliers are cartoonists. Since there are so
many cartoonists in China ,we have a large number of alternatives to choose.
The bargaining power of suppliers is relatively low.
Porter's Five Forces
Analysis
CUSTOMER ANALYZE
b. Material suppliers
According to National Bureau of Statistics, in 2011,
3. Bargaining Power of Suppliers
The bargaining power of suppliers is relatively low.
Factory Printing Factories Clothing Manufacturing Factories
Amount 8289 6685
The competition is pretty stiff.
Porter's Five Forces
Analysis
CUSTOMER ANALYZE
4. The Threat of Substitutes
The threat of substitutes is low.
In contrast, Custom comic website is more convenient and cheaper for customers
Type Comic workshop Gift customization
Customization video(micro-movie)or photograph
Weakness•small amount,
•high price
•limited form•can NOT fully express your emotion and story
•time and money
cosuming
•high demands for
actors and
directors
Porter's Five Forces
Analysis
CUSTOMER ANALYZE
1 、 upload their pictures2 、 get a tailored cartoon head portrait.
They charge 38RMB for every picture.
WEAKNESS:•it only supply head portrait. •Their core product is a piece of simple cartoon portrait 。 •They only supply 12 cartoonists for customers to choose.
There is no exact rivalry in the
market.a. http://www.huawo.net/ (画我网 )
5. Competitive Rivalry
Porter's Five Forces
Analysis
CUSTOMER ANALYZE
b.TAOBAO online comic workshops
WEAKNESS:
Usually in TAOBAO shop,•There is only one cartoonist for customers to choose. •The price they charge is quite high.•The styles of cartoon are limited.
5. Competitive Rivalry
There is no exact rivalry in the
market.
Porter's Five Forces
Analysis
CUSTOMER ANALYZE
1. Introduction
2. Customer Analysis
3. Objective
4. Marketing Mix
5. Conclusion
CONTENT
First phrase (1st year)
Second phrase(2nd year)
Third phrase ( after 3rd year)
•Establish and improve the website according to the market respond•Recruit cartoonist•Reach 100,000 audience•Focus on the Beijing market•Gain an initial annual revenue of 830,000 Yuan
•Launch mobile website and app•Develop cartoonist•Reach 1,000,000 audience•Spread to Shanghai, Guangzhou, Nanjing, Hangzhou, Xian, Chengdu, Wuhan•Double the revenue of the first year
•Continuously increase the website visit•Cultivate cartoonist and improve the influence in comics•Spread to the national market•Develop website advertising and charge copyright fee to gain new revenue
Business DevelopmentOBJECTIVES
1. Introduction
2. Customer Analysis
3. Objective
4. Marketing Mix
5. Conclusion
CONTENT
MARKETING MIX
1. Product
2. Price
3. Place
4. Promotion
MARKETING MIX
• 2 covers, 1 preface page and over 5 pages of comics
• various style(sketchy, aesthetic, etc.)
1.Main product Comic booklet with the customers’ stories
2. Sideline product Other customized products that using the comics characters or scenes
• Such as postcard, birthday card, poster, notebook, phone case, mug and T-shirt etc.
Product
MARKETING MIXPrice
Cost-based Pricing
Product PriceMain Product (+Sideline Product)
Delivery Fee
Price
MARKETING MIXPrice
1. Main product
How much money are customers willing to pay for per page ?
How much money will cartoonists charge for per page ?
Combining the acceptable price and the cost
20 Yuan/per page
100 Yuan/per page
MARKETING MIXPrice
Classes of cartoonists Description Price( Yuan/page)
Special Invited Cartoonist •Famous cartoonists By negotiation
Class A. Comic Master •Professional cartoonists•Exquisite style •Over 85% like
10070% of the design fee will be paid to the cartoonists
Class B. Comic Senior •Experienced amateur cartoonists•Normal style•Over 70% like
6065% of the design fee will be paid to the cartoonists
Class C. Comic Junior •Qualified amateur cartoonists•Simple style
3060% of the design fee will be paid to the cartoonists
1. Main product
1. Main product
According to the positioning
Premium Strategy High-value Strategy
Super-value Strategy
Overcharging Strategy
Medium-valueStrategy
Good-value Strategy
Rif-off Strategy False economy Strategy
Economy Strategy
MARKETING MIXPrice
MARKETING MIXPrice
Classes of cartoonists Description Price( Yuan/page)
Special Invited Cartoonist •Famous cartoonists By negotiation
Class A. Comic Master •Professional cartoonists•Exquisite style •Over 85% customer satisfaction
10070% of the design fee will be paid to the cartoonists
Class B. Comic Senior •Three-year amateur cartoonists•Normal style•Over 70% customer satisfaction
6065% of the design fee will be paid to the cartoonists
Class C. Comic Junior •Qualified amateur cartoonists•Simple style
3060% of the design fee will be paid to the cartoonists
1. Main product
Medium-value strategy•Class B and C cartoonists are the mainstreamed cartoonists in the website to target at the middle and mass market•Product price range: 150-600 Yuan
MARKETING MIXPrice
2. Sideline product
above 200
After research , we found 81% people prefer the price under 100 Yuan to buy the sideline product.
MARKETING MIXPrice
Products Specification Price
Postcard Normal size 5 Yuan/piece
Birthday Card Normal size 15 Yuan/ item
Poster Normal size 20 Yuan/ item
Notebook 40-page hard cover notebook 35 Yuan/item
Mug Ceramic mug with 4 colors(red, blue, black, white)
35 Yuan/ item
Phone case For Iphone 4 or 5 40 Yuan/ item
T-shirt Short sleeve or long sleeve 70 Yuan / piece
2. Sideline product
MARKETING MIXPrice
Product weight Region Delivery fee (Yuan/kg)
Ykg Cities other than distant regionsSinkiang, Tibet etc.
810
Added weight Cities other than distant regionsSinkiang, Tibet etc.
35
Normal delivery
Fast delivery
Product weight Region Delivery fee (Yuan/kg)
Ykg Cities other than distant regionsSinkiang, Tibet etc.
2224
Added weight Cities other than distant regionsSinkiang, Tibet etc.
1012
3. Delivery Fee
MARKETING MIXPrice
Category Products Price/unit Sales/month Annual Revenue
Main products Class A 5-page comic book
¥500 15 booklets ¥500/booklet* 15 booklets/month * 12months= ¥90,000
Class B 5-page comic book
¥300 50 booklets ¥300/booklet* 50 booklets/month * 12 months=¥180,000
Class C 5-page comic book
¥150 100 booklets ¥150/booklet* 100booklets/month * 12 months=¥180,000
Sideline products Postcard ¥5 300 pieces ¥5/piece* 300 pieces/month * 12 months = ¥18,000
Birthday Card ¥15 100 pieces ¥15/piece * 100 pieces/month * 12 months = ¥18,000
Poster ¥20 150 pieces ¥20/piece * 150 pieces/month * 12 months = ¥36,000
Notebook ¥35 40 items ¥35/item * 40 items/month * 12 months =¥16,800
Mug ¥35 50 items ¥35/item * 50 items/month * 12 months =¥21,000
Phone case ¥40 50 items ¥40/item * 50 items/month * 12 months =¥24,000
T-shirt ¥70 50 items ¥70/item * 50 items/month * 12 months =¥42,000
In total ¥625,800
Anticipated Annual Revenue = Price/unit * Sales/month * 12 months
MARKETING MIXPrice
Anticipated Annual Revenue = Price/unit * Sales/month * 12 monthsCategory Products Price/unit Sales/month Annual Revenue
Main products Class A 5-page comic book
¥500 15 booklets ¥500/booklet* 15 booklets/month * 12months= ¥90,000
Class B 5-page comic book
¥300 50 booklets ¥300/booklet* 50 booklets/month * 12 months=¥180,000
Class C 5-page comic book
¥150 100 booklets ¥150/booklet* 100booklets/month * 12 months=¥180,000
Sideline products Postcard ¥5 300 pieces ¥5/piece* 300 pieces/month * 12 months = ¥18,000
Birthday Card ¥15 100 pieces ¥15/piece * 100 pieces/month * 12 months = ¥18,000
Poster ¥20 150 pieces ¥20/piece * 150 pieces/month * 12 months = ¥36,000
Notebook ¥35 40 items ¥35/item * 40 items/month * 12 months =¥16,800
Mug ¥35 50 items ¥35/item * 50 items/month * 12 months =¥21,000
Phone case ¥40 50 items ¥40/item * 50 items/month * 12 months =¥24,000
T-shirt ¥70 50 items ¥70/item * 50 items/month * 12 months =¥42,000
In total ¥625,800
Anticipated Annual Revenue: 625,800 Yuan
MARKETING MIXPrice
Category Products Price/unit Cost/unit Profit/unit Sales/month Revenue Cost Gross Profit
Main products
Class A 5-page comic book
¥500 ¥350 150 15 booklets ¥90000 ¥63000 ¥27000
Class B 5-page comic book
¥300 ¥195 105 50 booklets ¥180000 ¥117000 ¥63000
Class C 5-page comic book
¥150 ¥90 60 100 booklets ¥180000 ¥108000 ¥72000
Sidelines
Postcard ¥5 ¥0.5 4.5 300 pieces ¥18000 ¥1800 ¥16200
Birthday Card ¥15 ¥3 12 100 pieces ¥18000 ¥3600 ¥14400
Poster ¥20 ¥5 15 150 pieces ¥36000 ¥9000 ¥27000
Notebook ¥35 ¥8 27 40 items ¥16800 ¥3840 ¥12960
Mug ¥35 ¥8 27 50 items ¥21000 ¥4800 ¥16200
Phone case ¥40 ¥8 32 50 items ¥24000 ¥4800 ¥19200
T-shirt ¥70 ¥10 60 50 items ¥42000 ¥6000 ¥36000
In total ¥625,800 ¥321,840 ¥303,960
Anticipated Annual Profit= Revenue - Cost
MARKETING MIXPrice
Category Products Price/unit Cost/unit Profit/unit Sales/month Revenue Cost Gross Profit
Main products
Class A 5-page comic book
¥500 ¥350 150 15 booklets ¥90000 ¥63000 ¥27000
Class B 5-page comic book
¥300 ¥195 105 50 booklets ¥180000 ¥117000 ¥63000
Class C 5-page comic book
¥150 ¥90 60 100 booklets ¥180000 ¥108000 ¥72000
Sidelines
Postcard ¥5 ¥0.5 4.5 300 pieces ¥18000 ¥1800 ¥16200
Birthday Card ¥15 ¥3 12 100 pieces ¥18000 ¥3600 ¥14400
Poster ¥20 ¥5 15 150 pieces ¥36000 ¥9000 ¥27000
Notebook ¥35 ¥8 27 40 items ¥16800 ¥3840 ¥12960
Mug ¥35 ¥8 27 50 items ¥21000 ¥4800 ¥16200
Phone case ¥40 ¥8 32 50 items ¥24000 ¥4800 ¥19200
T-shirt ¥70 ¥10 60 50 items ¥42000 ¥6000 ¥36000
In total ¥625,800 ¥321,840 ¥303,960
Anticipated Annual Profit= Revenue - Cost
Anticipated Net profit = Revenue – Cost= 625,800 Yuan – 321,840 Yuan= 303,960 Yuan
MARKETING MIXPlace
Man Hua Li Website
Products are sold onlinewebsite link: http://stayoldie.wix.com/consumer Why website?•Convenience•Variety•Low cost•Expandable
MARKETING MIX
Step 1. Describe your storyStep 2. Choose your cartoonistStep 3. Confirm the draftstep 4. Get your comic booklet
4 Steps to Get Your Comic Story
Place
MARKETING MIX
4 Steps to Get Your Comic StoryStep 1. Describe your storyStep 2. Choose your cartoonistStep 3. Confirm the draftstep 4. Get your comic booklet
Place
MARKETING MIX
Step 1. Describe your storyStep 2. Choose your cartoonistStep 3. Confirm the draftstep 4. Get your comic booklet
4 Steps to Get Your Comic Story
Place
MARKETING MIX
Step 1. Describe your storyStep 2. Choose your cartoonistStep 3. Confirm the draftstep 4. Get your comic booklet
4 Steps to Get Your Comic Story
Place
MARKETING MIX
InformationSearch
Opinion Evaluation Purchase
Post-purchaseEvaluation
Need Recognition
Sales Promotion Event
Customer Relationship Management
Interactive Promotion
Public Relations
Promotion
MARKETING MIXAdvertising
1.Print Ads:
•Brochures, posters, postcards, business cards: Putting in counters and publishing board of offline comic stores and comic-theme coffee shops.
•Packing:Print logo, brand name and slogan in the packing
MARKETING MIX2. Online Ads: •Put adverting banners on comic-related websites (mainly specialized forums and BBS)
Advertising
MARKETING MIX3. Search Engine•Use efficient key words (such as customize comics, creative gifts) and Baidu Promotion to appear on the top of search results in search engines
Advertising
MARKETING MIX1. Set up official accounts on social networks•Post interesting comics and selected original comics•Announcing Man Hua Li activity news and other comics events news• Interact with cartoonists and customers
Interactive Promotion
MARKETING MIX
•If you join in the topic and @ three of your friends, you will get a chance to win a customized comics booklet.
2. Create topics
Interactive Promotion
MARKETING MIXInteractive Promotion3. Add a game page on man hua li website.•If you upload your photo, you will get a free cartoon portrait of your own. You can share your portrait on Weibo, Renren, Wechat to attract more people to join this game.
MARKETING MIXInteractive Promotion
4. Cosplay photo show on Weibo.Share your cosplay photo, @our official Weibo and three of your friends, we will choose the best one to give he/her a sideline product as a gift
MARKETING MIXInteractive Promotion
5. Hold original comic competition on Weibo/SNS to invite all the comic fans to draw comic stories
Rewards: •To meet with some famous cartoonists and get their guidance•Some material rewards, such as books from our cartoonists, sideline products, VIP discount, etc.
MARKETING MIXEvent
1. Cooperated with Student Comics Club
•Recruit new comics talents to join our website•Workshops/training courses and sharing sessions for students who are interested in comics
MARKETING MIXEvent
2. Campus Events
• Sponsor some comic-related events/competitions and provide discount coupons to the elitists/winners of the events/competitions
•Exhibitions of certain works of our artists
•Road show of designing some simple comic image for the students in order to attract them to join the website
MARKETING MIXSales Promotion
• Buy 10 pages to get one free sideline product1. Buy 10 get 1 free
2. Discount• Share the website link with your friends to get a 95% discount when buying
your first comic booklet
• Special package on festivals such as the Valentine’s Day, the Mother’s Day, Christmas ect.
MARKETING MIXCustomer Relationship Management
Man Hua Li Club• Customers who buy products worth over 500 yuan will get an invitation to join
the Man Hua Li Club, the VIP club in Man Hua Li website
• Members in the Comic World can enjoy special services: 80% discount, fast ordering of the special cartoonists, comic birthday cards or other sideline birthday gift, chances to meet the beloved comic stars
MARKETING MIXPublic Relations
• Provide some free paining books for the poor children in rural areas
• Organize regular voluntary teaching among our cartoonists or call upon the public, to provide the rural kids with a chance to learn painting, as well as a chance to change his or her life
Rural kids care
CONTENT
1. Introduction
2. Customer Analysis
3. Objective
4. Marketing Mix
5. Conclusion
CONCLUSION
Originality• First website in China to provide personal comics story
customization
Viability• Creditable market researches reveal huge potential demands• Innovative team with detailed plans• Sufficient fund and government policy support
Consumer insight• Suitable products that catch the certain human needs and unsatisfied
demands • Attractive marketing approaches that understand the audiences’
characteristics and interests
CONCLUSION
Profit potential
Marketing & promotion ideas
• Profitable business model and increasing profit source• Make full use of limited budget to maximize the market reach and
increase sales
• Comprehensive online and offline promotion to develop new customers• Excellent customer experience to maintain previous customers
CONCLUSION
Scalability
Entry barrier
• Easy to spread with website and apps• Clear strategy and plan to develop market from key cities to the
whole nation
• Rise entry barrier through building influential platform that appeals to talent cartoonists• Rise entry barrier through providing the best customer experience
journey