Partenarship Marketing

8/8/2019 Partenarship Marketing

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PARTNERSHIP MARKETING:PARTNERSHIP MARKETING:A NEW APPROACH TO ENSUREA NEW APPROACH TO ENSURE

SUSTAINABILITY IN A DIGITAL LIBRARYSUSTAINABILITY IN A DIGITAL LIBRARY

Presented by:

Hilda KrielHilda KrielAcademic Information Service

University of Pretoria

South Africa

EE--mail:mail: [email protected]@ais.up.ac.za


IATUL

The 24thAnnual Conference

Ankara, Turkey

June 2 5, 2003


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Business exist

Create customer value =

SustainabilitySustainability


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Partnershipmarketing


Value networks

+


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THE EVOLUTION OF MARKETINGTHE EVOLUTION OF MARKETING


Customer focus

Mass Markets

Relationships


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PARADIGM SHIFTPARADIGM SHIFT


RelationshipsOne waytransactions


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Business exist Create customer value =

Sustainability

Technology

Cost Activities

Value chain

Marketing Plan

AIS Sustainability

Cost Activities Relationships

Partnership

marketing

Technology

Value net


Relationship

marketing


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FIVE LEVELS OF RELATIONSHIPFIVE LEVELS OF RELATIONSHIPMARKETINGMARKETING

1 Basic Marketing

2

Accountable marketing

Reactive marketing

3

4 Pro-active marketing

5 Partnership marketing



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Marketing Plan

AIS Sustainability

Partnership

marketing

Relationship

marketing

Technology

Sustainability

Technology


Cost Activities

Value chain

Value net



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GENERIC VALUE CHAINGENERIC VALUE CHAIN

Adapted from the model by Porter in

Competitive advantage:Creating and Sustaining

Superior Performance (1985) as cited byKotler(2000) inMarketing Management, p44.

Firm Infrastructure

Books

Databases

Informationproducts

Journals

Customised/coherent

informationenvironment

Accessdelivery

modes

Human Resource Management

Technology Development

Procurement

Functional/Primary

Activities

Inboundlogistics

Marketingand sales

ServiceOutboundlogistics

Operations/production


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Cost Activities

Partnership

marketing

Relationship

marketing

Technology

Sustainability

Technology

Value net

Marketing Plan

AIS Sustainability


Value chain


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Marketing Plan


AIS Sustainability

Cost Activities

Value chain

Partnership

marketing

Relationship

marketing

Technology

Sustainability



Technology

Value net


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Authors

Sponsors

VALUE NETVALUE NET

ValueValueValue

Publishers

TechnologistsVendors

Librarians

End user



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CHARACTERISTICS OF ACHARACTERISTICS OF AVALUE NETVALUE NET

All the role players collaborate and interactregularly to co-produce value

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

It creates and increases value for all itsparticipants

It is built on relationships

It is non-linear

Participants operate within a collaborative,digitally linked network



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Technology

Marketing Plan


AIS Sustainability


Cost Activities

Value chain

Partnership

marketing

Relationship

marketing

Technology

Sustainability

Value net



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+50 %

InformationSources

+20 %

Clientnumbers

-56 %

Buying power

-75 %

Rand versusDollar


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WHY ScienceDirect?WHY ScienceDirect?

Most expensive information product

Not fully utilised

Pricing model

Cost per article too high



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Technology


Marketing Plan

AIS Sustainability


Cost Activities

Value chain

Partnership

marketing

Relationship

marketing

Technology

Sustainability

Value net



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Macro

Market

Micro

MARKETING PLANMARKETING PLAN

1

2 3

4



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Product features Client benefits1500 peer reviewed journal Quality information

24x7

Off campus passwords

Robust

Reliable access on and off campus allhours

Time saving

Alerts Less information overload

CrossRef and other linking

Other products on sameplatform

Integrated system

Save training time

Browsing/Searching

HTML/PDFPersonalization

Options for preferences

Author gateway

Publishing guidelines

Citation information

Publishing possibilities

Effective dissemination of own work

Citation information

Peer recognition

PRODUCT FEATURES versusPRODUCT FEATURES versusCLIENT BENEFITSCLIENT BENEFITS



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S

W

O

T

AIS is an important role player in the UPe-University initiative

ScienceDirect e-only option notnecessarily in accordance with clientpreference

UP currently leading SA universities

in research output. Aim to becomeleader in per capita research output

Price of product Inaffordability

SWOT ANALYSISSWOT ANALYSIS



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Qualitative

Optimise all features

Create publishing opportunities for

[young] researchers

Quantitative

To increase usage by 50%

Lower cost/article to $3.24

MARKETING GOALSMARKETING GOALS



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To continue with our well established generalmarketing initiative via general training, webinterfaces, training brochures, posters,

newsletters and e-mail messages

To concentrate on four identified niche markets totake our marketing and ScienceDirect usage to ahigher level

MARKETING STRATEGYMARKETING STRATEGY



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MARKET SEGMENTATIONMARKET SEGMENTATION

2 Paper lovers All faculties: 800

4 Innovation managers/teaching consultants

All faculties: 22

Young researchers3 All faculties: 9700

1 1stYear students NSE 800 VET 23 EBIT 1183



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E-only generation Searching, articles immediatelyavailable, logical place to start,

combine with Scirus

Paper lovers Alerts, (TOC and subjects),

additional content, browsing,customisation, PDF

Pyramid climbers Alerts, Citations, author gateway,searching, SD subject specific

portals

Innovationmanagers andteachingconsultants

Modern features, tool to drive

innovation

MARKETING PROGRAMMES:MARKETING PROGRAMMES:ProductProduct



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E-onlygeneration

Group training, bags, screen savers, SD

splash, word of mouth, posters SMS

messages, self help training program,

lecturers, tutors

Paper lovers Personal training sessions, campus news,SD splash, brochures, departmental

meetings, e-mail, listserves

Pyramidclimbers

Training workshop for authors, posters,

e-mail, listserves, COPs, UPeTD

(e-thesis), word of mouth

Innovationmanagers andteachingconsultants

Personal contact, campus news, listserves,

e-mail, teasers, newsletters

MARKETING PROGRAMMES:MARKETING PROGRAMMES:PromotionPromotion



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E-onlygeneration

Empowerment

Paper lovers Convenience

Pyramidclimbers

Recognition

Innovation

managers andteachingconsultants

Innovation

MARKETING PROGRAMMES:MARKETING PROGRAMMES:Value propositionValue proposition



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RESULTSRESULTS

S

2002 3386 7247 8645 8944 5320

2003 7682 14249 18411 15413 10970

January February March April Average



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VENDORVENDOR -- ElsevierElsevierNEEDS VALUE ADDED BY WHOM

Sell product to makeprofit Acquire funding to buy library specific products Library

Prove ROI Increased usage Library and endusers

Feedback for productenhancement anddevelopment

Identify attributes/benefits to increase theeffectiveness of their market offer to target customers

Library and endusers

Knowledge of the end user Library

Become part of the

information environmentof end users and thepreferred product (valueproposition)

Information literacy and product specific training Library

Product and knowledge chain Library and endusers

Provide IT infrastructure for students Library

Integration into work processes of end users Library and endusers

Links from relevant Websites Library

Make product accessible at point of need Library

Rights management Library

Integration into work processes of end users Library

Market growth Create a future market develop lifelong learners Library

Change management (from paper to electronic) Library

Promotion Library and Vendor

Access to end users Communication channel (info and updates) Library

Local CRM Library University of Pretoria


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LIBRARYLIBRARY --Academic Information ServiceAcademic Information Service

NEEDS VALUE ADDED BY WHOMQuality information Peer review, editing Publisher

Systems integration CrossRef

One interface for many titles

Vendor

24/7 access Provide access via web access Vendor

Library friendlysystem lesstraining, self help

Manuals, Help function, Brochures,Tutorials

Vendor

Simultaneous usage Unlimited access Vendor

Continuous update Provide infrastructure and technology Vendor

R & D

Interface with otherpartners of thevalue net

One stop service with publishers andauthors (negotiations, problem solving)

Vendor

Optimise technology

Affordability tosustain subscription

Partnership marketing

Customised business model

Vendor

Managementinformation

Reports Vendor



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END USERSEND USERSNEEDS VALUE ADDED BY WHOM

24/7 access Web access Vendor

Off-campus access Rights management Library

Just-in-timeinformation

Available at point of need Library

Timeless, pre-publication Vendor

Easy to use Intuitive interface Vendor

Training Library

Manuals, tutorials, brochures Vendor

Human interface

High tech High touch

Library

Useful end results Reputable Journals Vendor

Training Library

Customisation Vendor and Library

Personalised features (Alerts) Vendor

Help againstinformationoverload

Special features (Subject specificportals, customisation, alerts)

Vendor



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ACKNOWLEDGEMENTSACKNOWLEDGEMENTS


Prof J De Wet, University of Pretoria

Academic Information Service

Elsevier

Documents

Partenarship Marketing