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