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


EVDOEVDO

Telecommunications standard for the

wireless transmission of data through radio

i lsignals


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


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 %.


สาเหตที่ชอบการอานหนังสือ e-bookสาเหตุทชอบการอานหนงสอ e book


สาเหตที่ไมชอบการอานหนังสือ e-bookสาเหตุทไมชอบการอานหนงสอ e book

ป ี่ ี ื ื้


ปจจัยทีมีผลตอการเลือกซือ e-book

45

สะดวกพกพา

1234

ถนอมตารับประกัน

0

ทนทานพื้นที่เก็บ

Link หนังสือ e-book หนังสือดิจิตอลที่ขายตางประเทศ


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


Content

ff di• offers an expanding selection of magazines to meet interests in news, politics, business, and more.

Magazine

Content

Magazines


Content

• Unlike reading blogs on your PC.

• Delivered to your favorite blog for freeblog for free.

Blogs

Content

Blogs


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


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)


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


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


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


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

Mail

Brochure

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9y

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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

Thank You

Onion HeadSiriporn Pongvinyoo

[email protected]