Download - Kindle Marketing Plan
Kindle Marketing PlanKindle Marketing Plan
Our Company Background
Ki dle C LtdKi dle C Ltdis the leading e book dealer
Kindle Co.,Ltd.Kindle Co.,Ltd.is the leading e-book dealerand content coordinator based in Thailand with significant internationalsignificant international operations.
Our Company Background
• The capital foundation of 400 Million Baht• CDMA network of Hutchison CAT Wireless Multimedia Co.Ltd• Rapidly growing business in e book dealer and content coordinator• Rapidly growing business in e-book dealer and content coordinator• The only one authorized dealer in Thailand• The headquarter of Kindle is The Tower which is located in Rama 4thq
road, Klong Tier, Bangkok
Company Background (Con.)
Vision :Vision :• To be the leading integrated knowledge provider with friendly high-
end technology to public and customers’ satisfaction
Mission:• To provide experience, pleasure, and the integrated knowledge with
friendly high-end technology to public and customers’ satisfaction
Kindle Kindle Technical Specificationsp f
Kindle with the Back Cover removed.
Kindle Kindle Technical Specifications
Di laDi la
p f
DisplayDisplay
Kindle Kindle Technical Specificationsp f
Si eSi eSizeSize
Kindle Kindle Technical Specifications
i hi h
p f
WeightWeight
Kindle Technology
• Electronic Ink is a type of electronic paper manufactured by E InkC ti It i i t t i l th t i d i t filCorporation. It is a proprietary material that is processed into a filmfor integration into electronic displays, particularly for E-book devicessuch as the Sony Reader, the iLiad, the Cybook Gen3, the AmazonKindle and the Readius device from Vision.
Kindle Technology (con.)
EVDO/CDMAEVDO/CDMA
EVDOEVDO• Telecommunications standard for the wireless transmission of data
through radio signalsthrough radio signals
CDMACDMA• Multiplexing techniques adopted by many mobile phone service
providers around the world
Kindle Technology (con.)
EVDOEVDO
Telecommunications standard for the
wireless transmission of data through radio
i lsignals
Kindle Technology (con.)
CDMACDMACDMACDMA
MultiplexingMultiplexing techniques adopted
by many mobileby many mobile phone service
providers around the world
d iAdoption process
Degree of InnovationDegree of Innovation1 Continuous Innovation / Minor change1. Continuous Innovation / Minor change2. Discontinuous Innovation / New to the world3. Dynamically Continuous Innovation / Major Changey y j g
d iAdoption process
Early Adopters / Visionaries
• Want to revolutionize competitive rules in their industry• Attracted by high-risk/high-reward projects• Not necessarily very price sensitive• Demand customized solutions and intensive tech support• Demand customized solutions and intensive tech support• Product form competition• Early adopters communicate horizontally
The degree of innovationThe degree of innovation
Incremental Continuous RadicalIncremental Continuous Radical
i l iEnvironment Analysis
P liti l S i l T h lPolitical
• Thai Political is not
Social
• Increasing of
Technology
• Moore’s Law
stable
• Free trade agreement
g
Adoption Process for
High Tech Product • Mobile and
Multimedia
of electronic
equipment
• Increasing of literature
rate of Thai people • Knowledge
Management
i l iEnvironment Analysis
E i E i t l L lEconomic
• Inflation
Environmental
• Global Warming
Legal
• Copy Right
Concerned
SWOTSWOT
St thWeaknessesStrengths WeaknessStrengths
• First to the market• Speed of delivery a new book.
• New Product• New technology
Strengths Weakness
p y• Lower Price Advantage • Download anywhere anytime• Partner Reputation & Reliability
gy• Capital Assets
ThreatsOpportunities Threats
• Rapid Change in Technology • Negative Opinion • Uncovered Network • Unlike Reading People
• Innovation Awareness• Global Warming Concerned
• Unlike Reading People
Consumer Research Analysis
Sampling 360 peoples
Target Group : Love Reading & Technology Open-minded
Consumer Research Analysis
Demographic of Target Group
• Sampling unit, male and female are nearly the same amount.
• Sampling unit at 20-30 years of age and 30-40 years of age are
around 66% and 23% respectively.% % p y
• Education Degree : Bachelor or Master 93%
• Occupation : Student or Worker 65%
• Salary : 10 000 – 30 000 Baht 48 %Salary : 10,000 30,000 Baht 48 %.
Consumer Research Analysis
สาเหตที่ชอบการอานหนังสือ e-bookสาเหตุทชอบการอานหนงสอ e book
Consumer Research Analysis
สาเหตที่ไมชอบการอานหนังสือ e-bookสาเหตุทไมชอบการอานหนงสอ e book
ป ี่ ี ื ื้
Consumer Research Analysis
ปจจัยทีมีผลตอการเลือกซือ e-book
45
สะดวกพกพา
1234
ถนอมตารับประกัน
0
ทนทานพื้นที่เก็บ
Link หนังสือ e-book หนังสือดิจิตอลที่ขายตางประเทศ
Consumer Research Analysis
ความตองการคณสมบัติของ e-book ในดานตางๆความตองการคุณสมบตของ e book ในดานตางๆ
Potential Entrants: Five ForcesFive Forces+ Enter the market
Potential Entrants:
High
Five ForcesFive Forces
- make the content
Supplier: High Industry Competitor:
LowBuyers: Low
+ Supplier’s power - Direct competitor- Customer’s power
Substitutes: High
- content + indirect competitor
+ Book & E-Book
CompetitorsCompetitorsCompetitorsCompetitors
Budget Competition
Generic Competition E-Book
Product Category Competition
e.g amazon.com
Nokia 770
Product Form Competition
o a 0
Brand Competition
Sony Reader
Unique Selling PointUnique Selling PointUnique Selling PointUnique Selling Point
E Ink TechnologyE-Ink Technology
® More comfortably read as same as the physical paper
® No irritation from e letter effects® No irritation from e-letter effects
Personal Mobile LibraryPersonal Mobile Library
® Personal library anytime & anywhere
SSTPTPiiSegmentationSegmentation
High Technology Seekersg gy
The Pessimists The Optimists
L b d t Hi h b d t L b d t Hi h b d tLow budget High budget Low budget High budget
Sidelined Hand Shakers Technostrivers Fast Forwards
Citizens Traditionalists Digital Hopefuls New Age
Nurturers
Media Junkies Gadget Grabbers Mouse Potatoes
SSTTPPTarget MarketTarget Market
Fast ForwardsFast ForwardsThese customers are the biggest spenders, and they are early adopters of
new technology for individual use.
STSTPPi i ii i iPositioningPositioning
InnovationInnovation
ConvenienceConvenienceSony Reader
N ki 770Nokia 770
Slogan “Library U”Slogan “Library U”
Intensive Growth strategyIntensive Growth strategy
New ProductCurrent Product New ProductCurrent Product
CurrentM k
Market-penetration strategy
CurrentM k
Market-penetration strategy
Product-development strategy
Market strategyMarketstrategy strategy
NewMarket
Diversification strategy
NewMarket
Market-development strategy
Diversification strategy
Innovation strategies - This deals with the firm's rate of the new product development and business model innovation It asks whether the company is on the cutting edge ofmodel innovation. It asks whether the company is on the cutting edge of technology and business innovation. There are three types: 1. Pioneers 2. Close followers 3. Late followers
Brand development strategyBrand development strategy
NewExisting
Product category
Existing Line extension t t
Brand extension t tExisting
Brand strategy strategy
NewBrand
Multi brands strategy
New brands strategyBrand gy gy
Product Strategy
Competency ProductCompetency Product
Product Strategy
Import kindle. Import kindle.
Build in software to support Thai display.Build in software to support Thai display.
Coordinate with partner.Coordinate with partner.pp
Kindle
Content
Product
Accessory
Product
Technology
General Feature
General Feature
Li ht d thi th l b kLighter and thinner than a regular book
200 books containable
C i blConvenient portable
USB PUSB Port
h lTechnology
Electronic Paper and E Ink technologyElectronic Paper and E‐Ink technology
Ur smart CDMA
One minute downloads
Content
Books newspapers magazines
Blogs And moresg
Content
• Offers more than 99 of 112 books currently found on the CU Book Best Seller list.
• Lets you download and read the beginning of any book for g g yfree.
BooksBooks
Content
Books
Some of our most popular titles include:
อัจฉริยะ เรียนสนุก
ผูแตง/แปล : วนิษา เรซ
ราคาปก บาท
Smart - I
ผูแตง/แปล :
ธันวคม จลุรุจน พุทธมิลนิประทีป
เดอะท็อป ซีเคร็ท (THE TOP SECRET)
ผูแตง/แปล :
สม สุจรีา ราคาปก 196.00 บาท
ราคาพเิศษ 176.00 บาทราคาปก 175.00 บาท
ราคาพเิศษ 149.00 บาท
ราคาปก 215.00 บาท
ราคาพิเศษ 194.00 บาท
Content
• offers top Thailand and international newspapers.
• Subscriptions are auto-delivered wirelessly to your smart Kindle.
Newspapers
Content
Newspapers
Some of our most popular titles include:
Content
ff di• offers an expanding selection of magazines to meet interests in news, politics, business, and more.
Magazine
Content
Magazines
Some of our most popular titles include:
Content
• Unlike reading blogs on your PC.
• Delivered to your favorite blog for freeblog for free.
Blogs
Content
Blogs
Some of our most popular titles include:
Content
Eli i ti th E j di b k• Eliminating the need to print.
• makes it easy to
• Enjoy audiobooks.
• Listen via smart Kindle's speaker or y
take your personal documents with youself.
pplug in your headphones for private listening.y
Personal Files
p g
Audiobooks
Accessories
USB Cable Charger Silicone Skin
Cover Memory Battery
Price Strategy - Product
Offensive Strategies
Price Performance Ratio
Ur Smart Value Cost
Price - Product
13 900 Baht Kindle13,900 Baht Kindle
Kindle
Price - Product
Content PriceContent Price
1. Books Save 30– 40 % of print list price
2. Newspapers Save 10 - 20 % of print list price
3 Magazines Save 10 20 % of print list price3. Magazines Save 10 - 20 % of print list price
4. Blogs Free
5. And more Free
3P-ChannelEverywhere with Ur S t Ki dlSmart Kindle
Customer•Kindle’s Store in
Our CompanyDepartment Store•Corporate’s Website•CU book (6 months after launch)
Amazon
MPRMPRMPRMPR
Pre-Launch(Visionary’s test)
Objectives: Brand awareness, Create experience
Theme : Ur smart KindleParticipants : Press, Visionaries
Place : Maruay Library, EsplanadeDate : August 1st , 2008 B d t 2 000 000 B htBudget : 2,000,000 Baht
MPRMPRMPRMPR
Press Release
Objectives: Brand awarenessTheme : High Tech in ur Style
Place : - NewspaperManager Bangkok PostManager , Bangkok Post - Magazine Computer Today
Date : August 16th , 2008 Budget : 50,000 Baht
Trade ShowTrade ShowTrade ShowTrade Show
C tCommart
Objectives : Brand awareness, Show new innovation, Get order, Get questionnaire
Theme : Ur smart KindlePlace : Queen Sirikit National Convention CenterCenter Date : 13 – 16 November, 2008Budget : 4,000,000 Baht
Trade ShowTrade ShowTrade ShowTrade Show
Road ShowRoad Show
U i iti
Road ShowRoad Show
UniversitiesObjectives : Brand awareness Show new innovationObjectives : Brand awareness, Show new innovation
Theme : Enjoy reading with e-ink by smart KindlePlace C book in each ni ersit (5 branchs)Place : Cu book in each university (5 branchs)
Date : November – December 2008Budget : 4,000,000 Baht
Personal SellingPersonal Selling
Kindle’s Store
Objective : Introduce the product, Follow up
Th S t tt ithTheme : Smart pretty with ur smart Kindle
Place : Kindle’s storePlace : Kindle s store (20 branches)
Date : August 15th 2008Date : August 15th , 2008 and onwards
Budget : 1,000,000 Baht
Kindle StoreKindle Store
20 branches Smart Design
Direct MarketingDirect MarketingDirect MarketingDirect Marketing
Direct e-mailTo…. kindle Friends
Objectives : Introduce product
Theme : Ur smart KindleParticipants : Name list from HutchParticipants : Name list from HutchDate : August 15th , 2008 Budget : 0 Baht
i k ii k iDirect MarketingDirect Marketing
Corporate website
Objectives : Reach target group directly, Brand awareness
Theme : Ur smart KindlePlace : WebsiteDate : August 15th , 2008 and onwardsonwardsBudget : 500,000 Baht
Sale PromotionSale Promotion
Via Kindle’s Store Fair
Sale PromotionSale Promotion
Via Kindle’s Store, FairObjectives : Boost sales Budget :
2,500,000 Baht
Book : Free 10 books loading as ur mind
2,500,000 Baht
Newspaper : Free two-week trial for newspaper subscription
Megazine : Subscribe 1 year get free 2 issues
Others : Free interactive book via corporate Kindle website (www kindle co th)(www.kindle.co.th)
Sale PromotionSale Promotion
Via Corporate websiteVia Corporate website
Objectives : Boost sales
Execution : Free delivery, Guarantee 1 year, Upgrade software
Theme : Ur smart KindlePlace : Website
Date : August 15th , 2008 and onwardsBudget : 1 450 000 BahtBudget : 1,450,000 Baht
AdvertisingAdvertising
Magazine, computer bookg , p
Objectives : Brand awareness
Theme : Everywhere with ur smart Kindle
Place : Computer today, e-leaderDate : 1st week of September p
and November 2008
Budget : 1,000,000 BahtBudget : 1,000,000 Baht
AdvertisingAdvertising
Brochure
Objectives : Introduce product
Theme : Everywhere with ur smart KindleTheme : Everywhere with ur smart KindlePlace : Kindle’s Store, FairDate : August 15th , 2008 and onwardsB d t 500 000 B htBudget : 500,000 Baht
AdvertisingAdvertising
Out of Home : BTS banner
Objectives : Brand awareness
Theme : Everywhere with KindlePlace : Siam station
Date : October and December 2008, February and June 2009
Budget : 2,000,000 Baht
AdvertisingAdvertising
W b it bWebsite banner
Obj ti B dObjectives : Brand awareness
Theme : Ur smart kindlePlace : Pantip, Manager websiteDate : September 2008 and onwardsBudget : 1,000,000 Bahtg
Activities ScheduleActivities Schedule
Pre-Launch
PressReleased
RoadShow
Ad.Mag
Ad.Mag
Ad.Mag
Ad.Mag
Commart
WebBanner
WebBanner
WebBanner
WebBanner
SalePro
Direct
SalePro
SalePro
Personal Selling
Coperate Website
Brochure
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/ 08
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/ 08 / 09
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y / 0
9y
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/ 10
Brochure
Aug
Aug
Sep
Sep Oct
O
ct
Nov
Nov
Dec
Dec Jan
Jan
Feb
Feb
Mar
M
ar
Apr
A
pr
May
May jun
jun
Jul
Jul
Aug
Aug
Sep
Sep Oct
O
ct
Nov
Nov
Dec
Dec Jan
Jan
Feb
Feb
BudgetBudgetTotal 20 Millions Baht
MPR Pre-Launch 2,000,000
gege
Press Released 50,000
Trade Show 4,000,000
Road Show 4,000,000
Personal Selling 1,000,000
Direct Marketing Direct e mail 0Direct Marketing Direct e-mail 0
Corporate Website 500,000Sales Promotion Via Kindle’s Store 2,500,000
Via Corporate Website 1,450,000
Advertising Magazine, Computer book 1,000,000
Brochure 500,000Out of Home : BTS banner 2,000,000Website banner 1,000,000, ,
Evaluation
IMC Activities
Awareness Reach : 80 % in 3 monthsFrequency : 10 times/ monthFrequency : 10 times/ month
Sales VolumeB d t 32 000 Ki dl i 18 M thBy product : 32,000 Kindles in 18 MonthsProduct Profit : 300 Million BahtBreak Event Point : 2,050 Kindles in 18 Months
By content : 100,000 download/ monthContent Profit : 5 million baht/ month EVDO/CDMA
Thank You
High – Tech Marketingg g
คณะพาณิชยศาสตรและการบัญชี จุฬาลงกรณมหาวิทยาลัย
นางสาววัชรี ศริมิหทัธโน
นางสาวศริิพร พงศวิญู
นางสาวสิริลดา บรณศริินางสาวสรลดา บุรณศร