1 Marketing: A Power Tool for Product Sustainability Hilda Kriel and Monica Hammes Navigating the Digital Landscape: Strategies and Usage 28 October 2003

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Marketing: A Power Tool for Marketing: A Power Tool for Product SustainabilityProduct Sustainability

Hilda Kriel and Monica Hammes

Navigating the Digital Landscape: Strategies and Usage

28 October 2003

Stellenbosch

© University of PretoriaAca

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We want unrestricted access to everything

and please don’t bother us with the

details.

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We have to provide for the diverse needs of all

our members.

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Sorry, you know the limitations - this is not the

first world!

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Unfortunately we cannot change our pricing model.

Without our previous income levels we will be

bankrupt in no time.

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Money is scarce. The bottom line is a

good return on investment. You are accountable.

Full stop.

Frustration netFrustration net

© University of Pretoria

LibraryLibrary

Authors

Sponsors

Technologists

PublishersVendors

End users

Consortium

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Why ScienceDirect?Why ScienceDirect?

Most expensive information product

Pricing model

Not fully utilized

Cost per article too high


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9© University of Pretoria

Macro

Market

Micro

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2 3

49. Evaluation

8. Critical issues

7. Marketing Programmes

6. Market Segmentation

5.Marketing Strategy

4. Marketing Goals

3. Market Analysis

2. Product Introduction 1. Executive

Summary

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iceMarketing planMarketing plan

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Market environment - MacroMarket environment - Macro

Dynamics of the knowledge/ information society

Investment in campus IT

Emphasis on research and scolarship


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22470 undergraduates

9700 post-graduates

1620 academic staff members

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Market environment - MarketMarket environment - Market

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Market environment - MicroMarket environment - MicroProduct features Client benefits1500 peer reviewed journals Quality information

24x7

Off campus passwords

Robust

Reliable access on and off campus all hours

Time saving

Alerts Less information overload

CrossRef and other linking

Other products on same platform

Integrated system

Save training time

Browsing/Searching

HTML/PDF

Personalisation

Options for preferences

Author gateways

Publishing guidelines

Citation information

Publishing possibilities

Effective dissemination of own work

Citation information

Peer recognition


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Situation / Opportunity analysisSituation / Opportunity analysis

S AIS is an important role player in the UP e-University initiative

W ScienceDirect e-only option not neces-sarily in accordance with client preference

OUP currently leading SA universities in research output. Aim to become leader in per capita research output

T Price of product leads to inaffordability



9. Evaluation

8. Critical issues

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2 3

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4. Marketing Goals Macro

Market

Micro3. Market Analysis


Summary

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GoalsGoals

Quantitative

To increase usage by 50%

Lower cost/article to R25

Qualitative

Optimise all features

Create publishing opportunities for

[young] researchers


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9. Evaluation

8. Critical issues

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2 3

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4. Marketing Goals Macro

Market

Micro3. Market Analysis


Summary

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StrategyStrategy

To continue with our well establishedgeneral marketing initiative via general training, web interfaces, training brochures, posters, news-letters and e-mail messages

To concentrate on four identified niche markets to take our marketing and ScienceDirect usage to a higher

level


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SD titles individually linked

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Links to individual SD articles

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SD journals


Macro

Market

Micro

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2 3

49. Evaluation

8. Critical issues




4. Marketing Goals

3. Market Analysis


Summary

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Market segmentationMarket segmentation

1 1st year students in 3 faculties

• NSE 879*

• VET 23

• EBIT 1183

2 Staff with preference for paper journals

• All faculties: 800

3 Post-grads and young researchers


4 Innovation managers/ teaching consultants



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E-only generation

Paper lovers

Pyramid climbers


Macro

Market

Micro

9. Evaluation

8. Critical issues

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2 3

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4. Marketing Goals

3. Market Analysis


Summary

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iceMarketing mixMarketing mix

Marketing mix is a collective term for a set of controllable marketing variables that the organisation can use to satisfy client needs

7 P’s product, price, promotion, people, physical evidence, processes, place

4 C’s cost, convenience, communication, choice

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Target Group 2 : The paper loversTarget Group 2 : The paper lovers

Description

Mindset

Value proposition

Our Aim

We offer Convenience

Academic staff who prefer journals in dead-tree format

Established work habits and preferences, influential

24/7, everywhere, easier, faster, relevant information, personal-ised , easy to share and printable (PDF)Customer development and retention Generate repeat usage


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Marketing mix – Programme 2Marketing mix – Programme 2Product/Service Alerts (TOC and subjects), additional

content, browsing, customisation, pre-prints

Price Competing for Information Resources budget share, forfeit paradigm

Place / Channel Web

Promotion Personal training sessions, campus news, newsletters, listservs, brochures, meetings, teasers, e-mail, word of mouth

People Information specialists, faculty innovators

Physical Evidence

Paper printouts

Processes Work station configuration, integration with other information sources


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Marketing programmes: ProductMarketing programmes: Product

E-only generation Searching, articles immediately available, logical place to start, combine with Scirus

Paper lovers Alerts, (TOC and subjects), additional content, browsing, customisation, PDF, pre-prints

Pyramid climbers Alerts, Citations, author gateway, searching, pre-prints, SD subject specific portals, 24/7

Innovation managers and teaching consultants

Modern features, tool to drive innovation


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Marketing programmes: PromotionMarketing programmes: Promotion

E-only generation

Group training, bags, screen savers, SD splash, word of mouth, posters, SMS messages, self help training programme, lecturers, tutors, information packages in coursework

Paper lovers Personal training sessions, campus news, SD splash, brochures, departmental meetings, e-mail, listservs

Pyramid climbers

Training workshop for authors, posters, e-mail, listservs, COP’s, UPeTD (e-theses), word of mouth, library web and portal


Personal contact, campus news, listservs, e-mail, teasers, newsletters


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Marketing programmes:Marketing programmes:Value propositionValue proposition

E-only generation

Paper lovers

Pyramid climbers



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Empowerment

Convenience

Recognition

Innovation


Macro

Market

Micro

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2 3

49. Evaluation

8. Critical issues




4. Marketing Goals

3. Market Analysis


Summary

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Critical success factorsCritical success factors

Adequacy of IT Infrastructure on campus and at home

Degree to which the product can add value to the clients’ work processes

Integration with other information products to produce a complete information experience

Support from Elsevier

Training of our own staff to specifically deal with these situations


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Macro

Market

Micro

1

2 3

49. Evaluation

8. Critical issues




4. Marketing Goals

3. Market Analysis


Summary

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EvaluationEvaluation

Monthly statistics- Identify variances and correct

Feedback from clients- Focus groups, surveys, chat sessions,

surveys- Detect obstacles and take steps


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Business exist

Create customer value =

SustainabilitySustainability

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Customer focus

The evolution of marketingThe evolution of marketing

Mass Markets

Relationships

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Paradigm shiftParadigm shift


RelationshipsOne way

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Five levels of relationship marketingFive levels of relationship marketing

1 Basic Marketing

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Accountable marketing

Reactive marketing

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4 Pro-active marketing

5 Partnership marketing


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Partnership marketingPartnership marketingA

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Partnership marketing comprises activities during which the Company (Elsevier) and the

customer (Library and End users) collaborate to discover ways to

perform better and to co-create value



Marketing activitiesA

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ScienceDirect user guides to staff

One-on-one training of staff

Content pages

Weekly hints and web research guides

ScienceDirect splash

Self-help training programme

SD Connect and Library Connect

In the pipeline

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0

5000

10000

15000

20000

2002 3386 7247 8645 8944 8754 6072 8053 9891 7624

2003 7682 14249 18411 15413 16688 16696 18132 19836 15888

Jan Feb March April May June July Aug Ave

ScienceDirect articles downloaded 2002/2003

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Value netValue netAuthors

Sponsors

ValueValue

Publishers/ Vendors

TechnologistsLibrarians

Consortium

End user


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Characteristics of a value netCharacteristics of a value net

All the role players collaborate and interact regularly to co-produce value

Value is created for all its participants

It is focused on the end user and his/her needs

It is built on relationships

It is non-linear

Participants operate within a collaborative, digitally linked network


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Value added by Library Needs Value added by Elsevier

• Subscription • Rights management

Access: 24/7, anywhere • Web access

• Training

• Human interface

Easy to use • Intuitive interface

• Manuals, tutorials• External and internal

linking

• Customisation

• Alerts

Useful end results • Reputable content

• Personalisation

• Integration in coursework

• Available at point of need

Just-in-time information

• Pre-publication

• Library web

• Portal

Help against information overload

• Customisation, eg subject specific portals

• Personalisation


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Library needsLibrary needsValue added by

ConsortiumNeeds Value added by Elsevier

Quality information • Peer review

• Editing

• Negotiation Sustainability of subscription

• Affordable pricing model

• Partnership marketing

Convenient access • 24/7 web access

• On and off campus

• Unlimited access

User friendly system • Intuitive interface

• Manuals, tutorials, help• Robust

Systems integration • External linking

Continuous development • Infrastructure and technology development

• R&D

Management information • Usage reports

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Publisher/Vendor needsPublisher/Vendor needs

Value added by Library Needs Value added by End Users

• Funding Return on Investment • Increased usage

• Funding

• Develop lifelong users

• Change management

• Promotion

Market growth and sustainability

• Contribute to content

• Local CRM

• Communication channel

Access to end users

• Info literacy and product specific training

• Provide IT infrastructure

• Integration into work processes of end users

• Local web interfaces

• Rights management

Become part of information

environment and a preferred product

• Integration into work processes of end users

• Knowledge of the end user Feedback for product enhancement and

development

• Identify attributes/benefits to increase the effectiveness oftheir market offer to target customers

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Thanks to the UPSD Marketing team who started

this journey with us last year!

Thanks prof Tinus for your advice and help!

Thanks Ria and Eleta for assistance with the

presentation!

Thanks Andre for the sound!

Thanks Elsevier for the opportunity to participate!


Enjoy the trip!Enjoy the trip!Enjoy the trip!

Music:Who pays the ferryman Yannis Markopoulos

Documents

1 Marketing: A Power Tool for Product Sustainability Hilda Kriel and Monica Hammes Navigating the Digital Landscape: Strategies and Usage 28 October 2003