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Marketing and Sales PlanDigital Media aided Education

Platform

Prepared byJyothin Madari

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Agenda

Market Analysis

Consumer Analysis

Buyer, User & Influencers

Importance & Timing

Distribution/Channels

Key Players

Customer Reach

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Agenda

Marketing Mix

Product

Placement

Promotion/Advertising

Milestones

References

List of Publishers &Distributors

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Market Analysis/Views

Multimedia in schools, child skills development, IT training and E-learning,preparatory and vocational studies, though relatively small segments in 2008

are forecasted to grow in the range of 25% to 60% and will togetherrepresent 1/4th of the market.*

Educational CD-ROMs Current market size is $120M mostly in the K-12space but growing rapidly*

Multimedia inside schools is a new wave*

*Source: NIIT (US) SudeepDas.PPT

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Consumer Analysis(Buyers, Users and Influencers)

Students(Users)

Parents(Buyers)

Tutors(Buyers)

Teachers(Influencers)

Primary Buyers

Secondary Buyers

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Consumer Analysis(Importance and Timing)

Students who find the school curriculum difficult

To get that 'Extra Edge' before exams

To gear up for the upcoming school year

New techniques and methods

Improvement in speed

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Distribution/Channels(Key Players)

ContentCreators/Providers

Publishers

Distributors

Sales Force

Retail

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Distribution/Channels(Customer Reach)

Brick Mortar Stores

Bookstores

Stationary Stores

Video Stores

Online

Affiliates

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Marketing Mix(Product)

Differentiation

Branding

Story telling paradigm

Concept based

Readily Differentiated

Inspire: Lower Grade in School

Aspire: Higher Grade in School Finer level of differentiation: Students grow with

animation characters

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Marketing Mix(...Product)

Perceptions: Fun, easy to understand, attractivecharacters, concept based.

Respire: hand-held devices, preloaded with

content

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Marketing Mix(Placement)

Demand based

Exclusive: Upbeat bookstores (Crossword,Borders, Oxford, etc.

Selective: School bookstores, Universitybookstores, etc.

Mass: All outlets

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Marketing Mix(Promotion/Advertising)

Advertising:

To increase awareness: TV, radio, outdoor,magazines, e-mails, newspapers, keyword Internet

search, banners, etc To increase interest, educate the customer:

targeted advertising, newsletters, school campuses,school events, student competitions, etc.

For trials/demos: Workshops, training programs,samples to influencers, solicit feedback, salespromotions, etc.

To increase loyalty: Viral, refund offers, coupons,

premiums, contests, PR, etc.

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Marketing Mix( Promotion/Advertising)

Trade directed promotions:

Exhibitions/Conferences

Education fairs

Book fairs Talent events

Sponsorship:

Inter-school competitions (quizzes, debates, etc.) Scholarship tests

PTA meetings

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Marketing Mix( Promotion/Advertising)

Online:

Affiliate marketing

Blogs

Articles

Indirect:

Student merchandise: bags, book covers, etc.

Bundling

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Sales

Direct:

Retail stores

Dedicated website

Affiliates

Indirect:

Bundling with books

Licensed as a TV animated series Virtual classrooms, networks

Podcast

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Milestones

ProductDevelopment

First SampleSet Ready

ProductReady

ProductLaunch

MarketingCollateral Ready

CustomerDemo

CustomerFeedback

DistributionSalesForce

MarketingReview

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References/Sources

Sksht Wikipedia

http://www.sakshat.ac.in/

Book publishers in India answers.google.com

Google search keywords - textbookdistributors, textbook publishers, virtualclassroom

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List of Publishers &Distributors

McMillan India

Penguin Books India

Tara Press

PHI Learning

Katha Press

Atlantic Publishers and Distributors Sakshat: e-learning web portal