Embed Size (px)
Citation preview
Marketing planby CAIN Consulting Group
Team members
Decoster InèsPapadopoulos NicolasShoaib Aiham
CAIN Consulting Group
SPEAKERS
PAPADOPOULOSNICOLAS
CONSUMERS ANDSUPPLIERS
RELATIONSHIP MANAGER
DECOSTER INÈSGENERAL SUPERVISOR
SHOAIB AIHAMMARKET ANALYST
CAIN ConsultingGroup
INTERNAL ANALYSYS EXTERNAL ANALYSIS
What is
BetterWorldBooks?
The book industry in
Europe
Segmentation,
Targeting, Positioning
& budget
STRATEGY
Outline
CAIN Consulting Group
PLANETPEOPLE PROFIT
Internal Analysis
Triple Bottom Line
CAIN Consulting Group
Large penetrationof online market(40%)72% of thepopulation areheavy readers29% can beconsidered as"ecological buyers
France Germany UnitedKingdom
Italy
External Analysis
Market Analysis
€3,9 billionAveragepenetration ofonlinemarket (19%)Majority ofaverage readers27% can beconsidered as"ecological buyers
€5 billionAveragepenetration ofonline market(16%)Majority of heavyreadersLarge proportionof ecologicalbuyers (37%)
€9,7 billionSmall penetrationof online market(12%)Majority ofaverage readersSmall proportionof ecologicalbuyers ((17%)
€2,3 billion
CAIN Consulting Group
Commissioned/donated books & services Purchased books & services
Germany: Libri, KNV, etc.Italy: Gruppo Mondadori, RCS Group, etc.(iItalian publishers)France : Hachette Distribution, FrenchBook distribution, etc.United Kingdom: Gardners, Bertrams, etc.
External Analysis
Suppliers & Distributors
CAIN Consulting Group
BRICKS-AND-MORTAR
AMAZON OTHERCOMPANIES
External Analysis
CompetitionHighly competitive
market
CAIN Consulting Group
BLUE OCEAN
FINDING UNOCCUPIED MARKET
1 2
CAIN Consulting Group
1 . STRENGTHS 2. WEAKNESSES
3. OPPORTUNITIES 3. THREATS
E c o l o g i c a l & E t h i c a li m p a c t2 n d h a n d b o o k sA u t o m a t e d s e r v i c e s &a d v i c e sP a r t n e r s h i p s
N o d i v e r s i f i c a t i o n( A l m o s t ) o n l y o n l i n es t o r e sN o t w e l l - k n o w n
E u r o p e i s t h e l a r g e s tb o o k m a r k e tH i g h e c o l o g i c a l & e t h i c a lc o n s c i o u s n e s sC o o p e r a t i o n w i t hu n i v e r s i t i e s
C o m p e t i t i v e m a r k e tE - b o o k sL o w s h a r e o f o n l i n e s a l e si n E u r o p eN o u n i f o r m m a r k e t
External Analysis
S.W.O.T.
CAIN Consulting Group
Positioning
Segmentation Targeting
Strategy
CAIN Consulting Group
StrategySegmentation
GeographicSegmentation
DistributionSegmentation
PsychographicSegmentation
DemographicSegmentation
Main assumptions:
1) Environmental behaviour influenced by
country and age
2) No discrimination regarding reading habit
in the distribution channels preferencesCAIN Consulting Group
StrategyTargeting
"Leading locally, ratherthan following globally."
€1 billion* 11,130,175people
Main assumptions:1) Reading habits can beassimilated to buying habits2) Heavy readers buy twice asmuch as average readers andfour times more than smallreaders CAIN Consulting Group
63% of customersresponded positively to
our campaigns
LIKES1500
Provide a monthlysubscription service for
heady readers
Creating an activeonline BWB community
of fervent readers
Customers will have thepossibility to quality
reviews to earndiscounts
Referralprogram
SubscriptionOnline
communityReview club
StrategyPositioning
... and much more!
CAIN Consulting Group
0,004%
StrategyBudget & Profit
Profit & Loss per market share (2017)
CAIN Consulting Group
CAIN Consulting Group
Thank you!
Questions
