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MAC 595 Directed By Sanford Bredine 1
MAC 595Directed By Sanford Bredine
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Agenda Industry Background
Competitive Analysis
SWOT Analysis
Target Customer
Branding & Designing
Marketing plan
- Product
- Price
- Promotion (Media Plan)
Budget
Industry
Background
5
Dark Clouds Forecast for the Print
Encyclopedia Industry
“ There is nothing much to say about encyclopedias or reference
books as they are hardly used nowadays. Many books (not only
World Book, but also other reference works) were gathering dust and hence, they are doing away with most of it.”
---- Kathie Fifer, Librarian Warren-Newport Public Library
Source: http://www.hoovers.com
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Print Encyclopedia Evokes
Unfavorable Consumer Sentiments
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Respondents Unanimously Gravitate
towards Technology
“ People prefer online resources. we have weeded out reference
sections, as nobody would use reference books in print form. ”
---- Kathie Fifer, Librarian Warren-Newport Public Library
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90%
41%35%
20%
Search
Online
Go to
Library
Books Others
(TV,CD)
0%
20%
40%
60%
80%
100%
Information Search Habits
59%18%
23%
Version Preference
Digital version
Print version
Both
73%
100%
27%
0% 50% 100%
Online
Resources
Online Search Habits
Wikipedia Other websites
Updated, Affor
dable, Accessi
ble
N = 100
9
go ON-LINE !
10
Competitive
Analysis
11
Parameter World Book Britannica Wikipedia Scholastic
Brand Awareness 73% 86% 100%
Key Areas of Focus History, BiologyMath, Science,
Language Increasing All fields
Contents Easy to Read Complex Combination Complex
Target Customers K - 12 Grade 6 and higher Anyone Grade 3 and up
E-
commerce
Product
High“Encyclopedia
Britannica”School don’t allow “Grolier Online”
Middl
e
"World Book
Advanced”
“Encyclopedia
Britannica”
“Compton's by
Britannica”
Parents and kids
search together“Grolier Online”
K-5
“World Book
Student”
“World Book
Discover”
“Britannica
Elementary”Parents search for
kids
“Investigators”
“The Stacks”
Pre- “World Book Kids”“Britannica Learning
Zone”
Parents search for
kids
“BookFLIX”
“Family
Playground”
Articles
17,000, plus 1800 in
CD version
22-volume print set
65,000 3,890,000
Numerous across
various
ecommerce
platforms
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Parameter World Book Britannica Wikipedia Scholastic
Source4,000+ scholars and
experts;
4,000+ including 110
Nobel Prize winners
and 5 U.S. presidents
(33% of user
submissions)
751,426 including
your neighbor
Children’s Press®,
Franklin Watts®
imprints, Scholastic
imprints and Weston
Woods®, Various
Authors
Online Subscription Price
$49.95/year for PC;
9.95/month for Tablet
$69.99/year for PC;
$1.99/month for
Game
Free
E-commerceProducts for tables
2 Apps 60 Apps Wikipedia App 22 Apps
Distribution Penetrated: U.S., U.K.Penetrated: Australia,
U.K., Latin America;Worldwide
Global, 45
language, 150
countries
Facebook Likes
23,864 15,007 1,200,000 307,000
YouTube Subscribers
224 1,861 2,141 3,717
Twitter Followers
423 8,106 89,700 69,188
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Perceptual MapWho Is Playing Online…
Fun
Low
Educational
Content
High
Educational
Content
Serious
14
SWOT Analysis
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Strengths
- Brand heritage
- Lucid content
- User-friendly
- Encyclopedia standards
- Preexisting ecommerce platform
Weakness
- Lack of e-commerce brand image
- Lack of core product image
- Little differentiation in products
- Content not considered complex enough for older children
Opportunity
- Internet is the first channel parentsuse to access fact-based content
- People are willing to pay for goodonline educational resources
Threats
- Intense competition
- Competition from fiction and other activities children can participate in during spare time
- Low switching costs for customers
- Ease of entry
S.W.O.T.
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Niche Market
Thus…
Concentrate on E-Commerce
Focus on Niche Target Group
Focus on Core Product
17
Target Consumer
Analysis
18
VIDEO
What Are Parents’ Attitudes to
Good Information Resources…
19
Therefore, We Going to Target…
7 to 11 Year Olds
Pre-School
Middle
School
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What Our Main Target Audience
Looks Like…
Source: U.S. Census Bureau 5-year income estimates for Illinois State
Age
• 7 to 11
Income
• $60,000
Geography
• Chicago-land
• Otherstates
Occupation
• Officeworker
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Psychographics – Children
(Primary Target)
Values
• Want to have fun!
• Like to voice opinion
• Exercise pester power if brand excites them
Attitude
• Fascinated by visual appeal
• School environment and friends important influencers
• Believe in the importance of reading
Behavior
• Use technology everyday, supervised or otherwise..
• Playing with toys, video games, surfing the internet, watching TV, attending classes with peers or family
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Psychographics – Parents
(Primary Buyer)
Values
• Innovators, esteem seekers – new product offerings
• Strivers, conformers, traditionalists – growth in fact-based learning
• Anything for child’s development is an investment
Attitude
• Want children to imbibe fact-based knowledge.
• Competitive, book-lovers, good at networking and socializing
• Endorse products recommended by social reference groups
Behavior
• High amount of technology use
• Provide gadgets, spend “internet time” with children
• Museum visits, sports, nature walks, library visits with children
Source: Insight Value Group model for social classes and values
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Knowledgeable children that enjoyed the journey as
much as the wisdom gained! Confidence and an energetic virtual network.
Subscription web services; Variety of products on Online Store from the makers of WB Encyclopedia; Exciting Communities
The brand reminds consumers of a name they can trust that is moving
with the times using technology.
High Performance due to up to date and reliable content. Secure web experience that lets children have fun and
collaborate for self-improvement
High Loyalty and emotional connect with the brand. Best
memories of childhood days. A trusted friend for life. Sense of community.
Consumer Based Brand Equity
Judgment Feeling
ImageryPerformance
Salience
Resonance
Heritage of the World Book name passed on
from grandparents or parents to children. Now presented to children 7 -11 in a language they understand!
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Branding
& Designing
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Fun
Low
Educational
Content
High
Educational
Content
Serious
Perceptual MapWhat Is Our New Brand Position! 26
Reliable Encyclopedia
Contents
Holistic Knowledge
System
Fun
+
Collaboration
What Is Our New Brand Image! 27
0
5
10
15
20
25
Explorarion
Journey
ExplorationAdventure
Land
Survey of Brand Name
Top1
Top2
Top3
N=184Rank Name
1 The Exploration Journey
2 Explorationist
3 The Adventure Land
4 Worldpedia
5 Ask Myself
6 Funclopedia
7 FUNdamentals
8 Genius Work Shop
9 Pocket World
10 Capture It If You Can
11 Magic World
12 The World of Unsolved Secrets
13 Raising Your Spirited Child
14 The Time Machine
15 Curious Critters
16 Curious Cruise
17 Funtasy
18 Pocket Magician
19 Museum of Fun
20 The Adventures of Little Jim
N=184Rank Slogan
1 Fuel Your Child’s Curiosity
2 Amazing Adventures Await
3 Open Love; Open Fun
4 Open the door to the world for your child
5 Your Child Has Questions? Don’t
Google It, World Book It!
6 Carry the World With You
7 Enjoy the Fun of Learning with Your Child
8 Give Your Little Ones the Gift of Knowledge
9 Make Learning Fun
10 Learning Is Fun
11 Help Your Child Explore and Grow, the World Book way.
12 Like a Family Teacher, World Book is there.
13 Seeking Extra from Ordinary, We Do Extraordinary.
14 Show Your Child the Knowledge Path.
15 Your Child Deserves the Best Online Experience
0
20
40
60
80
100
120
Open the
door to the
world for
your child
Amazing
Adventures
Await
Fuel your
child's
curiosity
Survey of Slogan
Marketing Plan
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Let “THE EXPLORATION JOURNEY” Begin…
Product Price
Promotion Place
33
How Do Kids Get Information…
VIDEO
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31%
33%
27%
6%5%
Kids’ Preference to Different Platforms
Book
Computer
Tablet
Mobile
Other
N = 200
35
New Website!
New Display!
Articles
Creations
CommunityPictures
Videos
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www.explorationjourney.com
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Subscribe for
THE
EXPLORATION
JOURNEY!One click to the
world . Start your
own journey for only
$49.99 a year!
How About the Original World
Book Website…
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The Exploration Journey
39The Exploration Journeypowered by World Book
Login
My Exploration
New App!
And…Kids Are So Into Games!
VIDEO
40
MobiHunt
Thus…Let’s Do Game APP!
Product Price
Promotion Place
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How Much Are Customers Willing
to Pay for Our Products…
VIDEO
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PC & Tablet
for 1-year subscription
35%
30%
20%
15%
$0.99 $1.99
$2.99 $3.99
Game App
5%
29%
41%
20%
5%
$29.99 $39.99 $49.99
$59.99 $79.99
N = 200
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What Is Our Price…
Product Price
PC $49.99/year
Tablet Full Version $49.99/year
Lite Version Free
Game
App
No Ad.
Version
$0.99/gam
e
Ad. Version Free
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Product Price
Promotion Place
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How We Are Going to Use
Media Habits (Parents) Media Path
0102030405060708090
http://www.thedailygreen.com/environmental-news/latest/kids-television-47102701
N = 200
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Parents
Kids
Both
Media
Targets
TV
Disney Channel
Nick Channel
BrochureEvent
Field Museum
Chicago Public Library
Partner-
ship
Bus Stops
Billboard
Train Stations
Outdoor
Online
Commercial
National Geographic
Kids
Chicago Tribune
Product/Service.The Exploration Journey powered by World Book is
your most trusted knowledge companion and fuels your
child’s curiosity.
HOME
CO
ST
UM
E
Parents
Kids
Both
Media
Targets
Email -Newsletter
• Target:
• Teachers
• Content:
-Newsletter-Direct Email
• Target:
• Parents
• Home School
Google & SEO
• Hire PR Agency write some articles in Blog
• Combine Press Release with SEO
• Take more keywords and spots on screen
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Parents
Kids
Both
Media
Targets
Bus Stops
Billboard
Train Stations
Outdoor
Brochure
Online
Commercial
National Geographic
Kids
Chicago Tribune
THE EXPLORATION JOURNEY
powered by World Book
@www.explorationjourney.com
EXPLORE… 55
ONE CLICK
to the WORLD
The Exploration Journey
powered by World Book
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How Do Our Posters Work…
Before After
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Parents
Kids
Both
Media
Targets
Online
Commercial
Bus Stops
Billboard
Train Stations
Outdoor
Brochure
National Geographic
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VIDEO
Brochure
National
Geographic
Parents
Kids
Both
Media
Targets
Online
Commercial
Bus
Stops
Billboard
Train Stations
Outdoor
Parents
Kids
Both
Media
Targets
TV
Disney Channel
Nick Channel
http://www.hackeducation.com/2010/12/15/google-ranked-kids-second-most-favorite-brand-after-mms/
http://www.thedailygreen.com/environmental-news/latest/kids-television-47102701
http://prodesign.bg/files/media-shop/docs/1359029505_2149_Рекламна%20тарифа%202012.pdf
http://www.guerillascope.co.uk/TVAdvertisingAgency/TVAdvertisingCHANNELS/Nickelodeontvadvertising.aspx
What Channel Are We Going to
…
5:00 – 8:00 p.m.
66
TV 1
Follow Up…
TV 2
What Do Customers Think About Our TV
Commercials…
VIDEO
69
Partner-
ship
Parents
Kids
Both
Media
Targets
71
72
pa
ren
ts
ho
me
sch
oo
l
Parents
Kids
Both
Media
Targets
Event
Field Museum
Chicago Public Library
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powered by
WORLD BOOK
TH
E E
XP
LO
RA
TIO
N J
OU
RN
EY
by W
orld
Book
Budget
76
1.15% Of Annual Revenue
6716Online Subscriptions
Break
-Even
77
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