OFFLINE MARKETING CHANNELS
MK411 is a black and white, long battery life, low-priced E reader, offering a light, thin, yet
portable alternative for book lovers.
Amornrat Pananya Sirada Veeravit Nicha Pabhawin Napatsorn Jutarat
ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
Segmentation : Targeting : Positioning
STP Price and Place
Thai people who read apart from their study or work time
Knowledge
• Business• Education• Philosophy• History• Geography• Reference
Entertainment
• Children• Novel• Comics• Lifestyle
Fashion, Auto, IT
Food, Decoration• Lifestyle
Magazine• Series Magazine
Info update
• Newspaper• Journals
News Free mag Gossips Horoscope Etc.
ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
Segmentation : Targeting : Positioning
STP Price and Place
Thai people who read apart from their study or work time
Knowledge
• Business• Education• Philosophy• History• Geography• Reference
Entertainment
• Children• Novel• Comics• Lifestyle
Fashion, Auto, IT
Food, Decoration• Lifestyle
Magazine• Series
Magazine
Info update
• Newspaper• Journals
News Free mag Gossips Horoscope Etc.
Demographic• Age: 15 – 55• Income: 15,000 – 50,000• Geographic: Nationwide
(focus on urban)• Occupation:
• Students – First jobbers• Office workers - Adults
Characteristics• Read books apart from
their study/work time• Not too tech savvy• Love convenience• Save-the-earth value
ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
THB15,000 aboveAcer Iconia
Asus
SamsungGalaxy
Full-size Tablets
iPad
KindleFire
Lenovo
Segmentation : Targeting : Positioning
STP Price and Place
The most suitable economical user-friendly electronic reading device
E-book reader & substitutions
Color LCD media tabletsTHB6,000-10,000 Google
Nexus
Kindle
B&NMK411E-reader
B/W E-readerTHB2,000-5,000
ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
Price and Place
STP Price and Place
Device: THB2,000Price
Content Provider: Mark-up 5%- Book purchases from online store- Daily purchases for
newspaper/journals
Place - Physical book stores- Exclusively available at B2S- Partnership/Alliance
advantages- Promotional tools- Market Presence- Market Coverage
MK411
MK411
ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
Sept OctJuly AugMay JunMar April
Jan Feb Nov Dec
3.5months
15days
8months
Create brand
awareness and
curiosity in the mind
of consumers
Introduce new product to the
marketIncrease brand awareness and
desires/or interestsEducate product
features to consumers
Increase the trial, conviction, and boost sales through market
developmentBuild customer
relationship to create more brand
loyalty
OFFLINE MARKETING CHANNEL
Pre-launching Introduction Growth
MK411
ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
WHAT?
OFFLINE MARKETING CHANNEL
Pre-launching Introduction Growth
Create brand awareness and curiosity in the mind of consumers
Display on BTS, MRT, Vans(at B2S bookstore)Standing posterNewsletter
MK411 E-readers are coming real soon
HOW?
TRANSIT “ ”
MK411
ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
WHAT?
OFFLINE MARKETING CHANNEL
Pre-launching Introduction Growth
Create brand awareness and curiosity in the mind of consumers
WHY?Matching concept✽ Communication channels✽ Targeted consumers passed ✽ Public Transportation✽ Repeated exposure
TRANSIT
MK411
ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
Sept OctJuly AugMay JunMar April
Jan Feb Nov Dec
3.5months
15days
8months
Create brand
awareness and
curiosity in the mind
of consumers
Introduce new product to the
marketIncrease brand awareness and
desires/or interestsEducate product
features to consumers
Increase the trial, conviction, and boost sales through market
developmentBuild customer
relationship to create more brand loyalty
OFFLINE MARKETING CHANNEL
Pre-launching Introduction Growth
MK411
ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
OFFLINE MARKETING CHANNEL
Pre-launching Introduction Growth
WHAT?
Introduce new product to the market
Increase brand awareness and desires/or
interests
Educate product features to consumers
“GRAND OPENING”
TRADESHOWS/EVENTS
COMMISSION
TRANSIT
MK411
ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
OFFLINE MARKETING CHANNEL
Pre-launching Introduction Growth
WHAT?
Introduce new product to the market
Increase brand awareness and desires/or
interests
Educate product features to consumers
Who Where
• Politicians• Famous
celebrities• Authors• Presses• Partner (B2S)• Public
Central World- Partnership- Mass target
market- Attention
• Trial and experience• Celebrities
endorsement• Lucky draw at
registered point for gift voucher
Activities
HOW?“GRAND OPENING”
MK411
ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
OFFLINE MARKETING CHANNEL
Pre-launching Introduction Growth
WHAT?
Introduce new product to the market
Increase brand awareness and desires/or
interests
Educate product features to consumers
HOW?
6 universities & 21 dept. storesCommission from sales personnel
Display at BTS, MRT, digital billboard, 51 office building elevator’s screen
Partnership advantages at B2S, Magazine, PR(measurement), M2F, Thairath, Dailynews, flyers
“GRAND OPENING”
TRADESHOWS/EVENTS
COMMISSION
TRANSIT
MK411
ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
OFFLINE MARKETING CHANNEL
Pre-launching Introduction Growth
WHAT?
Introduce new product to the market
Increase brand awareness and desires/or
interests
Educate product features to consumers
WHY?
Product introduction to mass market consumer in urban areaThis also match with our target market: office workers
“GRAND OPENING”
TRADESHOWS/EVENTS
COMMISSION
TRANSIT
Gain Awareness & interest from passing-by potential customersEducate them & Increase trial rate
MK411
ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
Sept OctJuly AugMay JunMar April
Jan Feb Nov Dec
3.5months
15days
8months
Create brand
awareness and
curiosity in the mind
of consumers
Introduce new product to the
marketIncrease brand awareness and
desires/or interestsEducate product
features to consumers
Increase the trial, conviction, and boost sales through market
developmentBuild customer
relationship to create more brand loyalty
OFFLINE MARKETING CHANNEL
Pre-launching Introduction Growth
MK411
ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
OFFLINE MARKETING CHANNEL
Introduction GrowthPre-launchingPre-launching
WHAT?
Increase the trial, conviction, and boost sales through market
development
BROADCAST
SALES PROMOTION
SPONSORSHIP
TRANSIT
Build customer relationship to create more brand loyalty
HOW?
Create campaign for sales promotioni.e. Back to school campaign, Christmas campaign
Advertise the sales promotion campaign via radio broadcasting
Trial encouragement in libraries.
Advertise the sales promotion campaign for the discounts or give voucher via flyers and newspapers
MK411
ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
OFFLINE MARKETING CHANNEL
Introduction GrowthPre-launchingPre-launching
WHY?
“”
Positioning shift leads to
brand loyalty
Increase the trial, conviction, and boost sales through market
development
Build customer relationship to create more brand loyalty
MK411
ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
Sept Oct
July Aug
May JunMar April
Jan Feb Nov Dec
I. Pre-launching stage
Transit
II. Introduction
Tradeshows/Events
Print ads (Poster) in Bookstores
Broadcast
Transit
III. Growth
Partner with B2S
Selling Promotions
Commission
Transit
Sponsorship
ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
AWARENESS
FAMILIARITY
TRIAL
PURCHASE
#Age 15-55 Bangkok (nso.go.th)
4.5M
Exposed to media as part of daily life
100%
CONVERSION FUNNEL
ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
CONVERSION FUNNEL
AWARENESS
FAMILIARITY
TRIAL
PURCHASE
Engagement-related Promotional
CostsTotal Promotional Cost
=63% X Awareness Level
=2,835,000 ppl
63%
ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
CONVERSION FUNNEL
AWARENESS
FAMILIARITY
TRIAL
PURCHASE
58,000 x 4%
Fact#1: Bangkok person earns 58k per month on aver.Fact#2: Education + Entertainment expenditure = 4%
= 2,320 baht
Rule of Thumb Probability “try: not to
try -> 50:50”=1,400,000 ppl
50%
>product price
ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
CONVERSION FUNNEL
AWARENESS
FAMILIARITY
TRIAL
PURCHASE
1,400,000 x 5%
5% who tried the product actually buys !*
= 70,000 units
*Electronic salesperson opinion
Conclusion: offline mkt conversion rate is 1.76%
ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
DEFINE IMC EFFECTIVENESS
Total types Effectiveness index
Percentage allocation
Projected Allocation
Print 1.26 6.03% 1.19 M
Transit 6.76 32.32% 6.38
M
Sales Promotion
2.00 9.56% 1.89
M
Tradeshow/events
6.93 33.12% 6.54
M
Broadcasts 3.97 18.97% 3.42 M
Total 20.92 1.00 19.73 M
ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
DEFINE IMC EFFECTIVENESS• 61% of BTS+ MRT: Gen x income > 50,000 baht• 17% of BTS + MRT: Gen Y income < 30,000 baht• baby boomer x not in our target segment
“ ” กลุ่��มผู้��ใช้� บี�ที�เอส คื�อกลุ่��มที��ม�รายได้�ที��งส�วนตั�วแลุ่ะรายได้�คืร�วเร�อนตั�อเด้�อนส�งกว�าผู้��ใช้�บีร!การรถ สาธารณะประเภทีอ��นๆ เฉลุ่��ยเที�าตั�ว หากเฉพาะเจาะจงเป,นรายได้�บี�คืคืลุ่ กลุ่��มที่��ม�อายุ�สู งกว่�า 20 ปี�
ซึ่��งสู�ว่นใหญ่�คื�อกลุ่��มว่�ยุเริ่��มที่�างาน กว่�าคืริ่��งหริ่�อ 56% ม�ริ่ายุได้! 10,000-29,999 บาที่ สู�ว่น กลุ่��มที่��อายุ�ต่ำ��ากว่�า 19 ปี� จำ�านว่น 95% ม�ริ่ายุได้!น!อยุกว่�า 10,000 บาที่
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ริ่ายุได้!ต่ำ��ากว่�า 29,999 บาที่ ม� 17%
Market Research
ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
COST/BUDGET ALLOCATION
AWARENESS FAMILIARITY TRIAL PURCHASE
GR
OW
TH
INTR
O.
PRE-LAUNCH
Prints
Transit
Sales Promo
Event
Broadcast
Commissions
Q & A Session
Back-up Slides
MK411
ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
Advantages over Online marketing
Trust Physical evidence Reliability
More convincing in the earlier stage to build awareness and interest
While customer are exposed to bombarding ads from online marketing, traditional ways of marketing acts as an opportunity for new products to make its presence in the market; despite the cost, implementation difficulty, and also uncertain/inaccurate performance measures.
MK411
ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
Proactive helpa staff member can usually point me in the right
identify frustrated shoppers help them through their buying mission
Bundling a salesperson ask customers whether they would like to pick up a case, extra battery, extra storage, tripod, extended service plan, photo printer, laptop, Photoshop, etc.
make more money service to the customer to make sure they have got
everything More natural than Amazon offer for bundling
Advantages over Online marketing
MK411
ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
Advantages over Online marketing
คืว่ามคื�ด้เห-นต่ำ�อโฆษณาออนไลุ่น121%
เห-นว�าโฆษณาน��นตัรงก�บีคืวามสนใจแลุ่ะคืวามตั�องการ
20%
ร� �ส1กด้�ถ�าโฆษณาร� �ว�าฉ�นใช้� อ!นเทีอร2เน-ตัย�งไง หมายถ1งที3าให�เห-น
โฆษณาที��เก��ยวก�บีคืวามสนใจของฉ�นจร!งๆ
19%
โฆษณาบีนเว-บีที��ม�ประโยช้น2
ที��มา : น�ลุ่เส�น ตั�ลุ่าคืม 2011 ( ส3ารวจช้าวด้!จ!ตัอลุ่อาย�มากกว�า 15 ป5 )
MK411
ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
News Paper Classified Ad PostingThere are some people who wade through the classifieds each day looking for a good deal. - Your headline should be in bolded letters and your text should instruct
the reader on how to get more info
Distributing Flyers - Local college or university and post them everywhere you can including dorm entry ways and bulletin boards. There are an unlimited amount of places you can distribute flyers, you are only restricted by your creativity and imagination- Can outsource cheap laboring distributor
Business CardsInforming every person is always a good idea. Networking can traffic with word of mouth
Key effective offline tools
MK411
ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
1. Advertising: online with Google Adwords, offline in industry magazines
2. Affiliates: have other people sell your books
3. Blogs: have valuable content on your blog and as a guest blogger
4. Joint ventures: have others promote to their list
5. Mailings: online with email to your list and other lists; offline with direct
6. Media: radio shows online and off
7. Social marketing: online with Facebook, LinkedIn and other social sites,
offline by building relationships and strategic alliances
8. Speaking: online tele-classes and webinars (yours and others), offline
giving talks and seminars
9. Writing: articles, blogs, columns, press releases,
ezines, newsletters
Online-offline marketing integration
ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
Students carry piles of books to school!
What show us Market Demand?
Portability and convenience
Concerns for literacy rate
Growing need easy interface-tech
1Less tech-savvy characteristics of Thai adults, aging people (baby boomers)
2 3Thai children read 8 sentences on a daily basis
ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
• เพศช้ายแลุ่ะเพศหญิ!ง
• อาย�ระหว�าง 23 - 50 ป5
• จ3านวน 150 คืน
• ในเขตักร�งเทีพฯ
Consumer Analysis
31%
67%
27%
4%
ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
• เพศช้ายแลุ่ะเพศหญิ!ง
• อาย�ระหว�าง 23 - 50 ป5
• จ3านวน 150 คืน
• ในเขตักร�งเทีพฯ
Consumer Analysis
ISSUES & OBJECTIVES IMPLEMENTATIONS FINANCIAL JUSTIFICATION
฿- ฿2,000,000.00 ฿4,000,000.00 ฿6,000,000.00 ฿8,000,000.00
฿10,000,000.00 Operating profit
Key Performance Indicators (KPI)
• ROI, ROCE• Projected sales vs. Actual
sales• Profitability: GPM, NPM• NPV• PBP
• Ad recall (mkt res.)• Monthly sales growth vs
industry’s• Number of downloads per
customer (customer retention)
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