B A R N E S & N O B L E

CORPORATE REPAIR IMCMeghan Tucker

Madison Melgoza

Taylor McCallman

Nick Gadsby

COMPANY HISTORY

• Established November 19, 1986• Bookseller• Provides access to books, magazines,

newspapers, etc.• 1,361 bookstores in 50 states (as of May 2014)• 700 campus bookstores• B&N Retail• B&N College• NOOK

B&N RETAIL

• 661 locations• Multi-area platform for all ages

• Competitors: • Books-A-Million• Amazon• Apple• Costco• Target• Wal-Mart

B&N COLLEGE

• 664 locations• 36 academic superstores• Sells new/used textbooks• Campus bookstores & online• Multi-platform designed specifically for college

students

• Competitors:

NOOK

• Digital business• eBookstore• Digital newstand• Total digital content

MARKET STATUS

• B&N has declined in market in last 6 years• Stock has dropped to $23.07 per share• Apple stocks sell at $126.88 per share• Brick-and-mortar store focus in digital age

combined with failure of NOOK

PROBLEM

• Wrong atmosphere in digital age = decline in sales• Company must refocus on customer retail

experience in stores ESPECIALLY online and digital outlets• B&N must become more creative with PR & Ad

techniques• Develop a niche and run with it• B&N College is thriving – capitalize market

TARGET AUDIENCE

• Millennials (17-25)• 55+ age range is tempting due to hard copy

reading habits• B&N must capitalize on millennial's’ collegiate

needs

MEASURABLE OBJECTIVE

• B&N must strive to reach millennials in a digital age• Customers are not making retail purchases in

store due to digital age• A digitally focused plan is the direction millennials

are more apt to adapt to

CENTRAL MESSAGE

College Books that Don’t Break the Bank

CENTRAL AIM

• Emphasizing B&N’s digital store rather than the retail stores – changing experience people have online • Focusing on college students who need textbooks

(become the most economical option)

IMC PLAN

• Produce a relevant print ad for magazines most popular in millennial market (Vogue, People, Elle)• Use programmatics by developing Spotify ad

placements • Capitalize on Twitter and Instagram

advertisements (celebrity figures along with promotional ads)

CONCLUSION

•Capture Millennial Market and Reinvigorate their interest in stories

SOURCES

• http://images.barnesandnoble.com/pimages/store/photo/s2/2235.jpg• http://media.graytvinc.com/images/amazon30.jpg• http://jonathanbelsky.com/wp-content/uploads/2013/10/16-Chegg-1-100

0x690.jpg

• http://academicbenchmarks.com/wp-content/uploads/2014/05/follett.png

• http://image.slidesharecdn.com/strategicmanagement-apple-100518163036-phpapp01/95/strategic-management-presentation-apple-inc-1-728.jpg?cb=1274218393

• http://www.hothand.com/home/MyImages/news/nbc_pressrelease.jpg• http://warehamps.org/home/wpstechnology/wp-content/uploads/sites/3/

2014/10/nook-logo.png

• http://i2.cdn.turner.com/money/2011/02/22/news/companies/barnes_and_noble/chart_ws_stock_barnesnobleinc.top.png

• http://b-i.forbesimg.com/danschawbel/files/2013/09/millennials.jpg• http://i.huffpost.com/gen/1265935/images/o-COLLEGE-CLASS-

facebook.jpg