Post on 04-Aug-2015
ASSIGNMENT 5.1 – MARKET RESEARCH
Tuan Duong
Trung Hieu
CONSUMER
UNDERSTANDING
CONCEPT OF
BRAND
HOW TO
EXECUTE
DESK RESEARCHQUALITY
RESEARCH
QUANTITY
RESEARCH
OUTLINE
DESK
RESEARCH
COMPETITOR
CATEGORY(Copyrighted E-book)
Copyrighted e-book publisher (ybook, sachweb, Alezaa, Lạc Việt…): Small number of e-book
(less than 15 000 titles) and lack of diversity in book category.
Pirated E-book: large number (100 000 titles), but most of these have bad quality (words is
unclear or blur to read)
E-book is a combination between book and technology. With the help of technology
innovation, users can be easily interacted with e-book, interact together and interact to
outdoor world as well as
CONSUMER(Reader) Interaction between the ‘reader’ and the e-book is no longer static. The reader has become
more ‘active’ in the process of reading by clicking and browsing through webpages and
hyperlinks.
Electronic materials also allow the inclusion of multi-media elements like sound and video
clips, which cannot be presented in print books.
Some of the advantages of using electronic or digital materials include their relative
accessibility and flexibility in terms of time and space
The age 16-24 is the most owning technology device (58%)
This target also the most usually to use Internet or “online” (86%)
Objective: - Overview of market, based on studying competitors, key finding
of category and consumer.
- Find potential target for business (Business Target)
QUALITY
RESEARCH
METHOD
In-deep interview: We just focus B&A on reading activity, don’t
make them confused about e-book or print book
Objective: - With target defined in desk research (the age 16-24), we
find out behavior and attitude of 2 key type of “reader” to narrow
business target into communication target (core target)
• Read more than 9 books per year
• Spend time for reading and see
“read” activity as a habit.
• Usually write reviews after completely
reading books
• Very likely to talk about topic of
books
• Look at “reading” activity as a hobby
• Feel enjoyable with the time of
reading (only for print book)
• Treasure books and take care of
book’s appearance.
Behavior
Attitude
• Read less than 9 books per year
• Read books when have a free time
or need to find out something from
the book for individual purpose
• Usually quick look the review of book
before make a decision
• Look at “reading” activity as a thing
on list-to-do.
• Feel convenient and beneficial with
the time of reading.
Bookaholic Book-relevant
QUANTITY
RESEARCH
METHOD
Online research (link https://docs.google.com/forms/d/1wl-
EDsJfXTrCblrxaP10sxhnG1FcEsjY1ZKzuEAhizQ/viewform )
Objective: - Check assumptions come from desk research and quality
research.
- Comparing B&A between E-book and Print book.
91% people
asked used to
read e-book
before
RAW INFORMATION
45% people
asked is
bookaholic
“Literary and
fiction” is the most
interacting book
category for
both print book
and e-book
Home is the
popular place
to read book
(print book and
e-book)
6.78-days is the
duration of
completely
reading a 200-
papers-book.
69% people
used to read e-
book never pay
any sum of
money for e-
book.
Laptop (44%) and smartphone (28%) are
two devices usually used for reading e-
book
Three main reason for buy a
book are:
- Friends recommend
- For personal purpose
(assignment in school or
job require…)
- Just improve experiences
and knowledge.
Three main barrier for e-book:
- Bad effect for eyes
- Be disturbed by notification
of devices (mes, call…)
- Don’t feeling enjoyable like
reading print book
70% people asked usually share
with their friends interesting
content of books (both print
book and e-book)
66% people asked usually find more
information about some contents
which are excited or unsatisfied
70% People usually
share with their
friends interesting
content of books
• See “read”
activity as a thing
on list-to-do.
• Feel convenient
and
beneficial with the time of
reading.
Interaction between the
‘reader’ and the e-book
is no longer static. The
reader has become
more ‘active’ in the
process of reading by
clicking and browsing
through webpages and
hyperlinks.
Consumer
Understanding
DESK RESEARCHQUALITY
RESEARCH
QUANTITY
RESEARCH
Target: Book-relavant, 16-24
Because:
- That target is bigger quantity than bookaholic
- Bookaholics are very enjoyable and satisfied with print book, which is hard
to convert this behavior.
- Book-relavant is “new-bie” of reading book, which is easily to communicate
and re-mind them.
A book shared and connected
is a book intensified self-value
Desire
respond
Consumer
Understanding
Book is a essential list-to-do for me to experience
around the world at home, but I just read books
“occasionally”. Therefore each book I want to
read “occasionally” is more beneficial than
frame of papers, is more connective than one-
way of me-and-book.
Each book I want to read
“occasionally” is more beneficial than
frame of papers, is more connective
than one-way of me-and-book.
Consumer truth
E-book is a combination between book
and technology. With the help of
technology innovation, users can be easily
interacted with e-book, interact together
and interact to outdoor world as well as.
Category truth
Concept
of brand
NEW
READING
STYLE
We re-conceptualize the “read” activity,
that not only “look and load” content of
book. [New reading style] include reading,
sharing, connecting and interacting.
HOW TO EXECUTE
Develop digital
platform (website
and app reader)
Recruit new users
by spreading
concept “new
reading style”
Build a community
“More than a book”
Build a diversified
library by dealing
with publisher and
writter
We re-conceptualize the “reading” activity,
that not only “look and load” content of
book. [New reading style] includes
reading, sharing, connecting and
interacting.
Concept
of brand
We include functions on a simple app reader:
- Highlight, take note on e-book
- Connect other user’s note
- Connect more relevant content on search webpage.
- Share interested content on e-book to others in social network
Visual
of product