[Elite2] Grand presentation1_team2_ revised

WE CALL IT

SELECTIVE

We simply make ebook ebook, not a copycat

of print book

HIEU PHAN DUNG NGUYEN GIANG BUI VU NGUYEN HUONG DINH

E B O O K

OBJECTIVES OVERVIEW OVERALL TRUTH ALL ABOUT BRAND

OBJECTIVES OVERALL

TRUTH

01 Set objectives for the

whole project

Review book/ebook

market & select

potential marketplace

03

Understand about

category & consumer

OVERVIEW

02 04 BRAND

Brand building

process

AGENDA


To make a successful launch, we need a strong product

concept. What should we say in product concept and

how can we get it?

BUSINESS OBJECTIVE

Revenue + Get $10 millions in 1st year

+ Get $15 millions in 2nd year

Market share: + 13% share in 1st year

+ 20% share in 2nd year

S T O R Y B O O K

OBSERVATION - 8/10 people who already have had ebook version still

tend to purchase paper book.

STORYBOOK is where I nurture my imagination,

my soul. Paper book gives me the feeling of

being present friend, tangible and connected to it

RESEARCH BRIEF OVERVIEW OVERALL TRUTH ALL ABOUT BRAND

- Only 4/10 people do not have intent to purchase

paper book when they already have ebook

OBSERVATION

People want to get KNOWLEDGE when they

read knowledged book

To them, ebook is not better at helping to

absorb knowledge than paper book

K N O W L E D G E B O O K

46% story book

37% knowledged book

Paper book is still dominating

the market and it plays an

irreplaceable role in

consumers’ heart

Ebook market is much larger

and people still tend to use

ebook as it still offers the same

thing as paper book: knowledge

S T O R Y B O O K K N O W L E D G E D B O O K


C O M P E T I T O R 1% Publishers are narrowing the gap between ebook & paper book making ebook

more alike to paper book.

To make a breakthrough in this industry (in knowledged book)

WE SIMPLY MAKE EBOOK EBOOK, NOT A

COPYCAT OF PRINT BOOK

OBJECTIVES OVERVIEW OVERALL

TRUTH ALL ABOUT BRAND

S E G M E N T A T I O N GENERAL INFORMAITON Age: 22 - 26

Characteristics: Career – oriented

Dynamic & an chance-seeker

KNOWLEDGE – SAVY – 8% RESPONSIBILITY – 54% CAREER DEVELOPMENT – 46%

Explore & always seek for

knowledge under every

aspects of life

Read to gain knowledge to

overcome a present

obstacle

Read for personal

development – long-term

development

CAREER DEVELOPMENT

Age: 22 – 26

Income: AB+

Occupation: Employee Location: 6 key cities Characteristics: Career – oriented & hungry for success


Always want to express themselves

U&A: -Read more than 10 books/year

-Research for more info outside

of the book

-Re-read the book to fully

understand

READING PURPOSE | CAREER-ORIENTED



TIRED & STRESSFUL

FROM WORK

Running in a race to success &

being stressed out because of it

I still need a time reading book to

enhance my knowledge.

Reading book is the last solution

after my stressful working day I cannot understand WHY I do

what I do

I find my pause moment to reflect is

when I’m at home, alone with myself.

I want to RELAX, spending my

time at home RELAXING not

giving myself more knowledge

I buy lots of book but I usually

cannot finish them all

READING IS TIRED

AND OVERWHELMED EFFECTIVE TIME FOR

MYSELF

After working is the most valuable time for myself, in which I want to use it effective, especially in

reading books.

CONSUMER TRUTH

After working time is precious for me.

I delegate unimportant tasks

(washing dishes, cooking) to have

more time to prioritize what I think is

important

Short reading time, feeling tired

and overwhelmed



CATEGORY TRUTH

Technology is able to meet our need with GREATER EASE.

Ebook is a digital form of knowledge that is built &

developed on platform of integrated technology.

Technology is able to meet our need with

GREATER EASE.

Ebook is a digital form of knowledge that

is built & developed on platform of

integrated technology

After working is the most valuable time for

myself, in which I want to use it effective,

especially in reading books.



CONSUMER INSIGHT

I want to do the “non relaxing” tasks as effective as possible because time

for myself is precious after work. Reading book for me is hardly effective

because I find myself lost in so many “un-need” information in book that I

do not meet my need for specific need of knowledge.

CATEGORY TRUTH CONSUMER TRUTH

OBJECTIVES OVERVIEW OVERALL TRUTH

ALL ABOUT

BRAND

SOLUTION

SELECTIVE READING JOURNEY

We use technology to help readers read with direction and selective

knowledge

Selective EBOOK

Chose expertise areas Chose topic

selective, relevant books, Size of bubbles base on pages

Relevant knowledge inside a book

Read specific part of selected book, can

highlight and connect to other data and

expert. Can arrange different part from various book into personal table of

content

A device/ application


ALL ABOUT

BRAND

BRAND

POSITIONING

PROVIDE WHAT NEED

TO WHOM DIFFERENTIATED

BY

REASONS TO BELIEVE

Selective in

reading

knowledged book

Age: 22 – 26

Income: AB+

Occupation: Employee Location: 6 key cities Characteristics: Career –

oriented & hungry for

success

Dynamic &

an chance-seeker

Always want

to express themselves

Selective journey to

absorb knowledge

-Structure

-Connect

-Customize

Microsoft & Samsung

Technology


ALL ABOUT

BRAND

CATEGORY

TRUTH

CONSUMER

TRUTH

PRODUCT

TRUTH

Root strengths

Competitive

environment Target

Insight

Breakthrough technology

Age: 22 – 26

Income: AB+

Occupation: Employee Location: 6 key cities Characteristics: Career – oriented & hungry for success


Always want to express themselves

Distinct from

competitor

Values, beliefs &

personality

Benefits

BRAND ESSENCE

Enrich your

experience with

knowledge

The “after-effect” of tiring & stressful job defocuses

me is to find the relaxing moment when coming back

home, even when I know this is best time to learn &

absorb knowledge from book

RTBs

Discriminator

Enrich your

experience with

knowledge Visualize

Connect

Customize

Samsung

technology

Microsoft & Fresh

Exciting

Connected

Better experience

Breakthrough

Better absorb

THANK YOU

HIEU PHAN DUNG NGUYEN GIANG BUI VU NGUYEN HUONG DINH

[Elite2] Grand presentation1_team2_ revised

Marketing

Transcript of [Elite2] Grand presentation1_team2_ revised