Plan team7 fantastic_five.ppt

Fantastic Five2012-09-27

EADLY

Unlimitied high quality print publications at your fingertips

CONTENTS

Market insights

Our solution

Marketing strategy

&Implementation

SWEDISH MARKET FOR NEWSPAPERS & MAGAZINES

68 percent read

newspapers daily

2,8 million newspape

rs distributed

daily

60 percent read

magazines weekly

Global top 7

market

TECHNOLOGICAL REVOLUTION UNDERWAY

Page 5

MEDIA CONSUMPTION LAST DECADE

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Free prints up 300 % in 10

years

In Stockholm: 60 % daily readers31 % Online news penetration

2/3 of smartphoners (up to 50 % from social

media)

Subscriptions down 10 %

In Stockholm only 40 % subscriptions

= Need for new business models!

Source: Accenture (2010)Page 7

BRIDGING PRINTED AND ONLINE MEDIA

CURRENT ACTORS

Potential actors

• Major B2B provider of media analysis, media monitoring service

• 450 newspapers & magazines supplied by the owner (news agency TT)

• Growing ready to enter the B2C market

• Major B2B provider of media analysis, media monitoring service

• 450 newspapers & magazines supplied by the owner (news agency TT)

• Growing ready to enter the B2C market

• Enters Readly!

Readly will be an integral part of the digital landscape by the end of 2014.

Our name will be the first association of consumers when it comes to high quality print publications on the internet.

MARKETING STRATEGY

MARKETING STRATEGYTargeting the different Segments

Product2 different access models

Price Freemium

Place Online, on your mobile device

Promotion

Free alternatives Has subscribtions

Has no subscribtion

Free alternatives ?Qu

alit

y d

em

an

d

Preparedness to pay

• This is an example text. Go ahead an replace it with your own text. This is an example text.

MARKETING STRATEGYAn Integrated Marketing Campaign to connect both worlds

09-06

One provider

One purchase

Superior quality

All content

Free- All Content- Missing pages- Extra ads

Premium- 99 SEK / month- Full access- Extra functions

OFFERINGS

MARKETING STRATEGYValue proposition and pricing

MARKETING STRATEGYAn integrated Marketing Campaign to connect both worlds

Social Media UseNot for quick ROI but to integrate our brand in the digital networks and to enhance iterative product development with user feedback.

Traditional AdsIn a context where customers are most likely to respond positively.

Public RelationsGet into the media.

Friendship MarketingGoing for the „Holy Grail“

SEMPeople look for online content.

MARKETING STRATEGY

A sound plan is the engine for success…

…but the metrics are your steering wheel and brakes!

IMPLEMENTATION

Page 18

Valentine’s dayMother’s/Farther’s Day Christmas

CONTROLS

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Nov/12

Dec 01 02 03 04 05 06 07 08 09 10 11 12/13

Profitability Control• examine whether

making/losing money• evaluate the revenue

and cost of free model/payment model

• 1/month

Annual plan control:• examine whether the

planned results are being achieved

• by analyze the sales/market share/financial analysis

Strategic Control• examine whether the

company is pursing the best opportunities

• by analyze the marketing audit,etc

Efficiency Control

• examine and improve the

impact of marketing

spending efficiency

• sales growth, trial rate,

repurchase rate,

customer losses,

unaided advertising

awareness, brand

awareness

• 1/month

KPIS FOR MARKETING DASHBOARD

1. Ratio of conversion from Free to Premium model2. New subscriptions to the different models3. Subscribers’ churn rate4. Average time spent per reader5. Average number of publications used per reader6. Activity in social media

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RISKS AND SOLUTIONS

• Control Process on basis of the KPIs• Example: Low conversion rate

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What do we want to achieve?

Why is it happenin

g?

ReasonPerformance

What is happening

? What should we do about it?

Adjustment

• 10% annual conversion from free to premium

• 5% conversion only • Low perception of difference between offerings

• Communicate the superior offering of premium model better

Plan team7 fantastic_five.ppt

News & Politics

Transcript of Plan team7 fantastic_five.ppt