barns & noble bookstore

8/8/2019 Barns & Noble Bookstore

http://slidepdf.com/reader/full/barns-noble-bookstore 1/14

Launch of

BARNES & NOBLEBookstore in India

Group A1,MMM VCRKIMR

Sub: International MarketingProf. : Venkatesh



TABLE OF CON

TEN

TS

History ( T urnover & headquarter)Segmentation

USPPositioning ± T aglineMedia Vehicle

Layout of shopAD



HIST

ORY«World's largest bookseller and a Fortune 500 company

It is head-quartered at USA ± New York

Operates 777 bookstores in 50 states in US.

T urnover for Fiscal 2010 $5.8 billion, increase insales by 24%

Barns &Noble have their own publishing house.

www.bn.com (consumer site)www.barnesandnobleinc.com(corporate site)



SEGMENT

AT

IONGe ographic:West Region Mumbai , Marine Lines, Airport, T ridentArea 55000 sq.feet

D em ographic:

Age: 12 yrs & aboveGender: M/FMartial Status: UniversalIncome : Rs.50000/-pm and aboveOccupation: Professionals, Corporate managers & Proff. StudentsEducation: Graduates & Post-graduatesLanguage: English, Hindi, Marathi, T amil, Kannada, T elugu, Bengali,French

B e havioral:Benefits: An excellent reading environment, Gaming zones,Usage rate: All type of readersAwareness Status: Most of the professional those who been overseasor read somewhere about Barnes & Noble are aware about Barnes & Noble



SEGMENT AT IONPsychographic Profile

Self : Mr. Raj A g e : 3 5 Years OldM arital Status : MarriedD e signation : Sr. Manager in a reputed MNC at BandraI nco me : Earns Rs. 70,000/- p.m.R e sid e nc e : ColabaC o mm ut e s : Drives Ford IconN atur e : Brand Conscious / Status Seeker/ AmbitiousR e ading I nt e r e st : Management/ Personality Development/Renowned Novels/HumorP lac e to buy books : Oxford Book StoresP lac e s of Socialization : Hard Rock Café/ Pubs/ Jazz by the Bay/

Blue Frog/ INOX etcF ood : Authentic Punjabi/ T hai/ ContinentalM usic : Jazz/ Pop/ Rock/ Block Busters/ Old Classic InstrumentalsM ovi e s : Action/ T hriller/ Suspense/ Comedy /Mostly EnglishG az e tt e s : Blackberry/ Dell Laptop/ Apple iPod etcA ppar e l B rands : Louie Phillips/ United Colors of Benetton



Unique Selling Proposition

¶ You Will Get Your Copy on the same day of International Release·



Value Additions to CustomersIntimating the loyal & religious readers about the InternationalLaunches and book their special copy with authors signature.Reading space of 4000 sq.ft.Providing touch Screen kiosk at Counter for easy access tobooks.Providing Platinum cards to members and appointing CRM toupdate customers on various new arrivals and books that theywould prefer reading as per info given in their membershipforms.Providing delivery at doorsteps on purchase above Rs.1999/-through onlineT ie-ups with Corporate Houses for Membership and also withProfessional Institutes for Business Journals.Own website which will update members on new arrivals, andschemes.Creating an environment in such a way that consumer spend moretime and feel relaxed along with music in the shop.Opening coffee bar where readers can refresh themselves.



POSIT

IONING« Statement

³«because Hobbies have no limitations.´



Media VehiclesActor Aamir Khan to Launch Barnes & NoblePress releases in Leading English NewspapersAds in T imes Life, Education T imes and in-flightmagazines post LaunchRadio AdsRoad Show (Malls, Adjoining areas in thevicinity)Hoarding at South Mumbai & at Airportterminals



LAYOUT



T HANK YOU!!!

barns & noble bookstore

Documents