Mk411 E READER

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

ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION

Segmentation : Targeting : Positioning

STP Price and Place

Thai people who read apart from their study or work time

Knowledge

• Business• Education• Philosophy• History• Geography• Reference

Entertainment

• Children• Novel• Comics• Lifestyle

Fashion, Auto, IT

Food, Decoration• Lifestyle

Magazine• Series Magazine

Info update

• Newspaper• Journals

News Free mag Gossips Horoscope Etc.



STP Price and Place

Thai people who read apart from their study or work time

Knowledge

• Business• Education• Philosophy• History• Geography• Reference

Entertainment

• Children• Novel• Comics• Lifestyle

Fashion, Auto, IT

Food, Decoration• Lifestyle

Magazine• Series

Magazine

Info update

• Newspaper• Journals

News Free mag Gossips Horoscope Etc.

Demographic• Age: 15 – 55• Income: 15,000 – 50,000• Geographic: Nationwide

(focus on urban)• Occupation:

• Students – First jobbers• Office workers - Adults

Characteristics• Read books apart from

their study/work time• Not too tech savvy• Love convenience• Save-the-earth value


THB15,000 aboveAcer Iconia

Asus

SamsungGalaxy

Full-size Tablets

iPad

KindleFire

Lenovo


STP Price and Place

The most suitable economical user-friendly electronic reading device

E-book reader & substitutions

Color LCD media tabletsTHB6,000-10,000 Google

Nexus

Kindle

B&NMK411E-reader

B/W E-readerTHB2,000-5,000


Price and Place

STP Price and Place

Device: THB2,000Price

Content Provider: Mark-up 5%- Book purchases from online store- Daily purchases for

newspaper/journals

Place - Physical book stores- Exclusively available at B2S- Partnership/Alliance

advantages- Promotional tools- Market Presence- Market Coverage

MK411

MK411


Sept OctJuly AugMay JunMar April

Jan Feb Nov Dec

3.5months

15days

8months

Create brand

awareness and

curiosity in the mind

of consumers

Introduce new product to the

marketIncrease brand awareness and

desires/or interestsEducate product

features to consumers

Increase the trial, conviction, and boost sales through market

developmentBuild customer

relationship to create more brand

loyalty

OFFLINE MARKETING CHANNEL

Pre-launching Introduction Growth

MK411


WHAT?



Create brand awareness and curiosity in the mind of consumers

Display on BTS, MRT, Vans(at B2S bookstore)Standing posterNewsletter

MK411 E-readers are coming real soon

HOW?

PRINT

TRANSIT “ ”

MK411


WHAT?



Create brand awareness and curiosity in the mind of consumers

WHY?Matching concept✽ Communication channels✽ Targeted consumers passed ✽ Public Transportation✽ Repeated exposure

PRINT

TRANSIT

MK411



Jan Feb Nov Dec

3.5months

15days

8months

Create brand

awareness and


of consumers







relationship to create more brand loyalty



MK411




WHAT?

Introduce new product to the market

Increase brand awareness and desires/or

interests

Educate product features to consumers

“GRAND OPENING”

TRADESHOWS/EVENTS

COMMISSION

PRINT

TRANSIT

MK411




WHAT?



interests


Who Where

• Politicians• Famous

celebrities• Authors• Presses• Partner (B2S)• Public

Central World- Partnership- Mass target

market- Attention

• Trial and experience• Celebrities

endorsement• Lucky draw at

registered point for gift voucher

Activities

HOW?“GRAND OPENING”

MK411




WHAT?



interests


HOW?

6 universities & 21 dept. storesCommission from sales personnel

Display at BTS, MRT, digital billboard, 51 office building elevator’s screen

Partnership advantages at B2S, Magazine, PR(measurement), M2F, Thairath, Dailynews, flyers

“GRAND OPENING”

TRADESHOWS/EVENTS

COMMISSION

PRINT

TRANSIT

MK411




WHAT?



interests


WHY?

Product introduction to mass market consumer in urban areaThis also match with our target market: office workers

“GRAND OPENING”

TRADESHOWS/EVENTS

COMMISSION

PRINT

TRANSIT

Gain Awareness & interest from passing-by potential customersEducate them & Increase trial rate

MK411



Jan Feb Nov Dec

3.5months

15days

8months

Create brand

awareness and


of consumers







relationship to create more brand loyalty



MK411



Introduction GrowthPre-launchingPre-launching

WHAT?


development

BROADCAST

SALES PROMOTION

SPONSORSHIP

PRINT

TRANSIT

Build customer relationship to create more brand loyalty

HOW?

Create campaign for sales promotioni.e. Back to school campaign, Christmas campaign

Advertise the sales promotion campaign via radio broadcasting

Trial encouragement in libraries.

Advertise the sales promotion campaign for the discounts or give voucher via flyers and newspapers

MK411



Introduction GrowthPre-launchingPre-launching

WHY?

“”

Positioning shift leads to

brand loyalty


development

Build customer relationship to create more brand loyalty

MK411


Sept Oct

July Aug

May JunMar April

Jan Feb Nov Dec

I. Pre-launching stage

Transit

II. Introduction

Tradeshows/Events

Print ads (Poster) in Bookstores

Print

Broadcast

Transit

III. Growth

Partner with B2S

Selling Promotions

Commission

Print

Transit

Sponsorship


AWARENESS

FAMILIARITY

TRIAL

PURCHASE

#Age 15-55 Bangkok (nso.go.th)

4.5M

Exposed to media as part of daily life

100%

CONVERSION FUNNEL


CONVERSION FUNNEL

AWARENESS

FAMILIARITY

TRIAL

PURCHASE

Engagement-related Promotional

CostsTotal Promotional Cost

=63% X Awareness Level

=2,835,000 ppl

63%


CONVERSION FUNNEL

AWARENESS

FAMILIARITY

TRIAL

PURCHASE

58,000 x 4%

Fact#1: Bangkok person earns 58k per month on aver.Fact#2: Education + Entertainment expenditure = 4%

= 2,320 baht

Rule of Thumb Probability “try: not to

try -> 50:50”=1,400,000 ppl

50%

>product price


CONVERSION FUNNEL

AWARENESS

FAMILIARITY

TRIAL

PURCHASE

1,400,000 x 5%

5% who tried the product actually buys !*

= 70,000 units

*Electronic salesperson opinion

Conclusion: offline mkt conversion rate is 1.76%


DEFINE IMC EFFECTIVENESS

Total types Effectiveness index

Percentage allocation

Projected Allocation

Print 1.26 6.03% 1.19 M

Transit 6.76 32.32% 6.38

M

Sales Promotion

2.00 9.56% 1.89

M

Tradeshow/events

6.93 33.12% 6.54

M

Broadcasts 3.97 18.97% 3.42 M

Total 20.92 1.00 19.73 M


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 segment

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ริ่ายุได้!ต่ำ��ากว่�า 29,999 บาที่ ม� 17%

Market Research


COST/BUDGET ALLOCATION

AWARENESS FAMILIARITY TRIAL PURCHASE

GR

OW

TH

INTR

O.

PRE-LAUNCH

Prints

Transit

Sales Promo

Event

Broadcast

Commissions

Q & A Session

Back-up Slides

MK411


Advantages over Online marketing

Trust Physical evidence Reliability

More convincing in the earlier stage to build awareness and interest

While customer are exposed to bombarding ads from online marketing, traditional ways of marketing acts as an opportunity for new products to make its presence in the market; despite the cost, implementation difficulty, and also uncertain/inaccurate performance measures.

MK411


Proactive helpa staff member can usually point me in the right

identify frustrated shoppers help them through their buying mission

Bundling 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


MK411



คืว่ามคื�ด้เห-นต่ำ�อโฆษณาออนไลุ่น121%

เห-นว�าโฆษณาน��นตัรงก�บีคืวามสนใจแลุ่ะคืวามตั�องการ

20%

ร� �ส1กด้�ถ�าโฆษณาร� �ว�าฉ�นใช้� อ!นเทีอร2เน-ตัย�งไง หมายถ1งที3าให�เห-น

โฆษณาที��เก��ยวก�บีคืวามสนใจของฉ�นจร!งๆ

19%

โฆษณาบีนเว-บีที��ม�ประโยช้น2

ที��มา : น�ลุ่เส�น ตั�ลุ่าคืม 2011 ( ส3ารวจช้าวด้!จ!ตัอลุ่อาย�มากกว�า 15 ป5 )

MK411


News Paper Classified Ad PostingThere are some people who wade through the classifieds each day looking for a good deal. - Your headline should be in bolded letters and your text should instruct

the reader on how to get more info

Distributing Flyers - Local college or university and post them everywhere you can including dorm entry ways and bulletin boards. There are an unlimited amount of places you can distribute flyers, you are only restricted by your creativity and imagination- Can outsource cheap laboring distributor

Business CardsInforming every person is always a good idea. Networking can traffic with word of mouth

Key effective offline tools

MK411


1. Advertising: online with Google Adwords, offline in industry magazines

2. Affiliates: have other people sell your books

3. Blogs: have valuable content on your blog and as a guest blogger

4. Joint ventures: have others promote to their list

5. Mailings: online with email to your list and other lists; offline with direct

mail

6. Media: radio shows online and off

7. Social marketing: online with Facebook, LinkedIn and other social sites,

offline by building relationships and strategic alliances

8. Speaking: online tele-classes and webinars (yours and others), offline

giving talks and seminars

9. Writing: articles, blogs, columns, press releases,

ezines, newsletters

Online-offline marketing integration


Students carry piles of books to school!

What show us Market Demand?

Portability and convenience

Concerns for literacy rate

Growing need easy interface-tech

1Less tech-savvy characteristics of Thai adults, aging people (baby boomers)

2 3Thai children read 8 sentences on a daily basis


• เพศช้ายแลุ่ะเพศหญิ!ง

• อาย�ระหว�าง 23 - 50 ป5

• จ3านวน 150 คืน

• ในเขตักร�งเทีพฯ

Consumer Analysis

31%

67%

27%

4%


• เพศช้ายแลุ่ะเพศหญิ!ง

• อาย�ระหว�าง 23 - 50 ป5

• จ3านวน 150 คืน

• ในเขตักร�งเทีพฯ

Consumer Analysis


฿- ฿2,000,000.00 ฿4,000,000.00 ฿6,000,000.00 ฿8,000,000.00

฿10,000,000.00 Operating profit

Key Performance Indicators (KPI)

• ROI, ROCE• Projected sales vs. Actual

sales• Profitability: GPM, NPM• NPV• PBP

• Ad recall (mkt res.)• Monthly sales growth vs

industry’s• Number of downloads per

customer (customer retention)

Mk411 E READER

Education

Transcript of Mk411 E READER