Ci final

MAN HUA LI

Comic Your Story

http://stayoldie.wix.com/consumer

CONTENT

1. Introduction

2. Customer Analysis

3. Objective

4. Marketing Mix

5. Conclusion

CONTENT

1. Introduction


3. Objective

4. Marketing

5. Conclusion

INTRODUCTION

• Founded in 2013

• Head-quartered in Beijing

•Initial fund form the student graduate entrepreneur loan

• A website where you can choose the cartoonist and “ comic” your story according to your description and preferential comic style

Company

INTRODUCTIONWhat are we offering

1. Introduction


3. Objective

4. Marketing Mix

5. Conclusion

CONTENT

With the spread of the Japanese anime, the comics culture becomes more and more influential. Some comics words even develop into internet language which are frequently used by youngsters, such as Ji You(基友） , Wei Niang(伪娘） , Zheng Tai(正太） , Luo Li(萝莉） etc .

1. Cultural Factors

CUSTOMER ANALYZEConsumer behavior

analysis

Comics clubs become increasingly popular in schools. Comics fans not only actively draw cartoons but also do cosplay in comics exhibition. Comics serves as a good subject for them to socialize and bonding.

2. Social Factors


analysis

3. Personal Factors

In recent decades, the "COMICS" has been a trend among Chinese youth. Normally, it is Japanese anime that accompany them during their childhood. Watching and talking about Japanese anime has become an lifestyle among most 1990s and even some 1980s.


analysis

Many of Chinese juvenile call themselves " the creatures in anime ". They always imagine themselves are protagonists in different types of comics so that they can save the world, have a lot of beautiful girlfriends or live a glorious life. In a word, they want to be their own superhero or heroine.

4. Psychological Factors


analysis

1.Main productComic Booklet with the customers’

stories

According to our customer research, 82.13% people want to record their own stories and 59% of them think designing a customized comic book is an special way to do it.

Other customized products that using the comics characters or scenes

2. Sideline product

CUSTOMER ANALYZEConsumer Insight

Comics have become a trend and domestic cartoon industry is booming. As more and more people prefer to have a head portrait, to illustrate one’s life with comics could be a new trend.

Everyone has his or her stories that

worth recording and memorizing

Everyone has some fantasy and love to see

it visualized

Comics is an interesting way to

answer this demand



•Memorize the special days, such as marriage anniversary, wedding, birthday etc.

Commemoration

•Recording the past. Eg: The happy moment & relationship


Imaging themselves as the hero of the cartoon

Personal expression


Use cartoon image to express the identification of themselves.

To be special. To be different from others

Personal expression


Market

Segmentation

Segment by Demographic

According to the market segmentation, we found that children and youngsters are major consumer of comics

CUSTOMER ANALYZE

Consumer insight of different age groups

Children:• Kids who love cartoons and fantasy

Youngsters: • Teenagers who want to express their feelings or try something new

and unique• Adults who want to send special gifts to their loved ones or just

want to record their memories

Market

Segmentation

CUSTOMER ANALYZE

People aged from 5 to 34 years old who want to record their memories and imaginations in a special way.

（ 2010 population census of the PRC）

1. Target Market

2. Potential Market Size

People aged from 5 to 34 in China in 2010

571.15million

44% of the whole population

CUSTOMER ANALYZETarget Market

Positioning

Positioning as a TREND LEADER. The very FIRST and MOST POPULAR website in the field of customized comics.

1.Enterprise positioning

CUSTOMER ANALYZE

2. Brand positioning

• A place to visualize your dream and record your life bit by bit vividly

• Deliver high quality and excellent customer services

PositioningCUSTOMER ANALYZE

Porter's Five Forces

Analysis

New entrant

SuppliersIndustry

competitorsBuyers

Substitutes

CUSTOMER ANALYZE

1. The Threat of Entry

The threat of entry is relatively high.

• The cost of constructing a website is cheap

• Easy to recruit cartoonists and duplicate the idea.

• Reliable and generous enterprise image to

attract talents

• Legal contracts to maintain cartoonist

resources

• Influential platform to increase

recognition of cartoonist

•Get a head start in the market

•Seize customers and resources as much as

possible

•Provide better customer experience

But we still have our unique

strength.


Analysis

CUSTOMER ANALYZE

2. Bargaining Power of Buyers

The bargaining power of buyers is relatively low.

Our website is the only one which provide the service of customized comics with

excellent customer experience.

• It is not a simple website which sell service.

•The website is a place where you can fulfill your dream and create your own world.

Thus, buyers can not simply weigh the comics by money.


Analysis

CUSTOMER ANALYZE

3. Bargaining Power of Suppliers

a. Content suppliers

As a tailored comic website , our content suppliers are cartoonists. Since there are so

many cartoonists in China ,we have a large number of alternatives to choose.

The bargaining power of suppliers is relatively low.


Analysis

CUSTOMER ANALYZE

b. Material suppliers

According to National Bureau of Statistics, in 2011,

3. Bargaining Power of Suppliers

The bargaining power of suppliers is relatively low.

Factory Printing Factories Clothing Manufacturing Factories

Amount 8289 6685

The competition is pretty stiff.


Analysis

CUSTOMER ANALYZE

4. The Threat of Substitutes

The threat of substitutes is low.

In contrast, Custom comic website is more convenient and cheaper for customers

Type Comic workshop Gift customization

Customization video(micro-movie)or photograph

Weakness•small amount,

•high price

•limited form•can NOT fully express your emotion and story

•time and money

cosuming

•high demands for

actors and

directors


Analysis

CUSTOMER ANALYZE

1 、 upload their pictures2 、 get a tailored cartoon head portrait.

They charge 38RMB for every picture.

WEAKNESS:•it only supply head portrait. •Their core product is a piece of simple cartoon portrait 。 •They only supply 12 cartoonists for customers to choose.

There is no exact rivalry in the

market.a. http://www.huawo.net/ (画我网 )

5. Competitive Rivalry


Analysis

CUSTOMER ANALYZE

b.TAOBAO online comic workshops

WEAKNESS:

Usually in TAOBAO shop,•There is only one cartoonist for customers to choose. •The price they charge is quite high.•The styles of cartoon are limited.

5. Competitive Rivalry

There is no exact rivalry in the

market.


Analysis

CUSTOMER ANALYZE

1. Introduction


3. Objective

4. Marketing Mix

5. Conclusion

CONTENT

First phrase (1st year)

Second phrase(2nd year)

Third phrase ( after 3rd year)

•Establish and improve the website according to the market respond•Recruit cartoonist•Reach 100,000 audience•Focus on the Beijing market•Gain an initial annual revenue of 830,000 Yuan

•Launch mobile website and app•Develop cartoonist•Reach 1,000,000 audience•Spread to Shanghai, Guangzhou, Nanjing, Hangzhou, Xian, Chengdu, Wuhan•Double the revenue of the first year

•Continuously increase the website visit•Cultivate cartoonist and improve the influence in comics•Spread to the national market•Develop website advertising and charge copyright fee to gain new revenue

Business DevelopmentOBJECTIVES

1. Introduction


3. Objective

4. Marketing Mix

5. Conclusion

CONTENT

MARKETING MIX

1. Product

2. Price

3. Place

4. Promotion

MARKETING MIX

• 2 covers, 1 preface page and over 5 pages of comics

• various style(sketchy, aesthetic, etc.)

1.Main product Comic booklet with the customers’ stories

2. Sideline product Other customized products that using the comics characters or scenes

• Such as postcard, birthday card, poster, notebook, phone case, mug and T-shirt etc.

Product

MARKETING MIXPrice

Cost-based Pricing

Product PriceMain Product (+Sideline Product)

Delivery Fee

Price

MARKETING MIXPrice

1. Main product

How much money are customers willing to pay for per page ?

How much money will cartoonists charge for per page ?

Combining the acceptable price and the cost

20 Yuan/per page

100 Yuan/per page

MARKETING MIXPrice

Classes of cartoonists Description Price( Yuan/page)

Special Invited Cartoonist •Famous cartoonists By negotiation

Class A. Comic Master •Professional cartoonists•Exquisite style •Over 85% like

10070% of the design fee will be paid to the cartoonists

Class B. Comic Senior •Experienced amateur cartoonists•Normal style•Over 70% like


Class C. Comic Junior •Qualified amateur cartoonists•Simple style


1. Main product

1. Main product

According to the positioning

Premium Strategy High-value Strategy

Super-value Strategy

Overcharging Strategy

Medium-valueStrategy

Good-value Strategy

Rif-off Strategy False economy Strategy

Economy Strategy

MARKETING MIXPrice

MARKETING MIXPrice

Classes of cartoonists Description Price( Yuan/page)

Special Invited Cartoonist •Famous cartoonists By negotiation

Class A. Comic Master •Professional cartoonists•Exquisite style •Over 85% customer satisfaction


Class B. Comic Senior •Three-year amateur cartoonists•Normal style•Over 70% customer satisfaction


Class C. Comic Junior •Qualified amateur cartoonists•Simple style


1. Main product

Medium-value strategy•Class B and C cartoonists are the mainstreamed cartoonists in the website to target at the middle and mass market•Product price range: 150-600 Yuan

MARKETING MIXPrice

2. Sideline product

above 200

After research , we found 81% people prefer the price under 100 Yuan to buy the sideline product.

MARKETING MIXPrice

Products Specification Price

Postcard Normal size 5 Yuan/piece

Birthday Card Normal size 15 Yuan/ item

Poster Normal size 20 Yuan/ item

Notebook 40-page hard cover notebook 35 Yuan/item

Mug Ceramic mug with 4 colors(red, blue, black, white)

35 Yuan/ item

Phone case For Iphone 4 or 5 40 Yuan/ item

T-shirt Short sleeve or long sleeve 70 Yuan / piece

2. Sideline product

MARKETING MIXPrice

Product weight Region Delivery fee (Yuan/kg)

Ykg Cities other than distant regionsSinkiang, Tibet etc.

810

Added weight Cities other than distant regionsSinkiang, Tibet etc.

35

Normal delivery

Fast delivery

Product weight Region Delivery fee (Yuan/kg)

Ykg Cities other than distant regionsSinkiang, Tibet etc.

2224

Added weight Cities other than distant regionsSinkiang, Tibet etc.

1012

3. Delivery Fee

MARKETING MIXPrice

Category Products Price/unit Sales/month Annual Revenue

Main products Class A 5-page comic book

¥500 15 booklets ¥500/booklet* 15 booklets/month * 12months= ¥90,000

Class B 5-page comic book

¥300 50 booklets ¥300/booklet* 50 booklets/month * 12 months=¥180,000

Class C 5-page comic book

¥150 100 booklets ¥150/booklet* 100booklets/month * 12 months=¥180,000

Sideline products Postcard ¥5 300 pieces ¥5/piece* 300 pieces/month * 12 months = ¥18,000

Birthday Card ¥15 100 pieces ¥15/piece * 100 pieces/month * 12 months = ¥18,000

Poster ¥20 150 pieces ¥20/piece * 150 pieces/month * 12 months = ¥36,000

Notebook ¥35 40 items ¥35/item * 40 items/month * 12 months =¥16,800

Mug ¥35 50 items ¥35/item * 50 items/month * 12 months =¥21,000

Phone case ¥40 50 items ¥40/item * 50 items/month * 12 months =¥24,000

T-shirt ¥70 50 items ¥70/item * 50 items/month * 12 months =¥42,000

In total ¥625,800

Anticipated Annual Revenue = Price/unit * Sales/month * 12 months

MARKETING MIXPrice

Anticipated Annual Revenue = Price/unit * Sales/month * 12 monthsCategory Products Price/unit Sales/month Annual Revenue

Main products Class A 5-page comic book

¥500 15 booklets ¥500/booklet* 15 booklets/month * 12months= ¥90,000


¥300 50 booklets ¥300/booklet* 50 booklets/month * 12 months=¥180,000


¥150 100 booklets ¥150/booklet* 100booklets/month * 12 months=¥180,000

Sideline products Postcard ¥5 300 pieces ¥5/piece* 300 pieces/month * 12 months = ¥18,000

Birthday Card ¥15 100 pieces ¥15/piece * 100 pieces/month * 12 months = ¥18,000

Poster ¥20 150 pieces ¥20/piece * 150 pieces/month * 12 months = ¥36,000

Notebook ¥35 40 items ¥35/item * 40 items/month * 12 months =¥16,800

Mug ¥35 50 items ¥35/item * 50 items/month * 12 months =¥21,000

Phone case ¥40 50 items ¥40/item * 50 items/month * 12 months =¥24,000

T-shirt ¥70 50 items ¥70/item * 50 items/month * 12 months =¥42,000

In total ¥625,800

Anticipated Annual Revenue: 625,800 Yuan

MARKETING MIXPrice

Category Products Price/unit Cost/unit Profit/unit Sales/month Revenue Cost Gross Profit

Main products

Class A 5-page comic book

¥500 ¥350 150 15 booklets ¥90000 ¥63000 ¥27000


¥300 ¥195 105 50 booklets ¥180000 ¥117000 ¥63000


¥150 ¥90 60 100 booklets ¥180000 ¥108000 ¥72000

Sidelines

Postcard ¥5 ¥0.5 4.5 300 pieces ¥18000 ¥1800 ¥16200

Birthday Card ¥15 ¥3 12 100 pieces ¥18000 ¥3600 ¥14400

Poster ¥20 ¥5 15 150 pieces ¥36000 ¥9000 ¥27000

Notebook ¥35 ¥8 27 40 items ¥16800 ¥3840 ¥12960

Mug ¥35 ¥8 27 50 items ¥21000 ¥4800 ¥16200

Phone case ¥40 ¥8 32 50 items ¥24000 ¥4800 ¥19200

T-shirt ¥70 ¥10 60 50 items ¥42000 ¥6000 ¥36000

In total ¥625,800 ¥321,840 ¥303,960

Anticipated Annual Profit= Revenue - Cost

MARKETING MIXPrice

Category Products Price/unit Cost/unit Profit/unit Sales/month Revenue Cost Gross Profit

Main products

Class A 5-page comic book

¥500 ¥350 150 15 booklets ¥90000 ¥63000 ¥27000


¥300 ¥195 105 50 booklets ¥180000 ¥117000 ¥63000


¥150 ¥90 60 100 booklets ¥180000 ¥108000 ¥72000

Sidelines

Postcard ¥5 ¥0.5 4.5 300 pieces ¥18000 ¥1800 ¥16200

Birthday Card ¥15 ¥3 12 100 pieces ¥18000 ¥3600 ¥14400

Poster ¥20 ¥5 15 150 pieces ¥36000 ¥9000 ¥27000

Notebook ¥35 ¥8 27 40 items ¥16800 ¥3840 ¥12960

Mug ¥35 ¥8 27 50 items ¥21000 ¥4800 ¥16200

Phone case ¥40 ¥8 32 50 items ¥24000 ¥4800 ¥19200

T-shirt ¥70 ¥10 60 50 items ¥42000 ¥6000 ¥36000

In total ¥625,800 ¥321,840 ¥303,960

Anticipated Annual Profit= Revenue - Cost

Anticipated Net profit = Revenue – Cost= 625,800 Yuan – 321,840 Yuan= 303,960 Yuan

MARKETING MIXPlace

Man Hua Li Website

Products are sold onlinewebsite link: http://stayoldie.wix.com/consumer Why website?•Convenience•Variety•Low cost•Expandable



MARKETING MIX

Step 1. Describe your storyStep 2. Choose your cartoonistStep 3. Confirm the draftstep 4. Get your comic booklet

4 Steps to Get Your Comic Story

Place

MARKETING MIX

4 Steps to Get Your Comic StoryStep 1. Describe your storyStep 2. Choose your cartoonistStep 3. Confirm the draftstep 4. Get your comic booklet

Place

MARKETING MIX



Place

MARKETING MIX



Place

MARKETING MIX

InformationSearch

Opinion Evaluation Purchase

Post-purchaseEvaluation

Need Recognition

Sales Promotion Event

Customer Relationship Management

Interactive Promotion

Public Relations

Promotion

MARKETING MIXAdvertising

1.Print Ads:

•Brochures, posters, postcards, business cards: Putting in counters and publishing board of offline comic stores and comic-theme coffee shops.

•Packing:Print logo, brand name and slogan in the packing

MARKETING MIX2. Online Ads: •Put adverting banners on comic-related websites (mainly specialized forums and BBS)

Advertising

MARKETING MIX3. Search Engine•Use efficient key words (such as customize comics, creative gifts) and Baidu Promotion to appear on the top of search results in search engines

Advertising

MARKETING MIX1. Set up official accounts on social networks•Post interesting comics and selected original comics•Announcing Man Hua Li activity news and other comics events news• Interact with cartoonists and customers


MARKETING MIX

•If you join in the topic and @ three of your friends, you will get a chance to win a customized comics booklet.

2. Create topics


MARKETING MIXInteractive Promotion3. Add a game page on man hua li website.•If you upload your photo, you will get a free cartoon portrait of your own. You can share your portrait on Weibo, Renren, Wechat to attract more people to join this game.

MARKETING MIXInteractive Promotion

4. Cosplay photo show on Weibo.Share your cosplay photo, @our official Weibo and three of your friends, we will choose the best one to give he/her a sideline product as a gift

MARKETING MIXInteractive Promotion

5. Hold original comic competition on Weibo/SNS to invite all the comic fans to draw comic stories

Rewards: •To meet with some famous cartoonists and get their guidance•Some material rewards, such as books from our cartoonists, sideline products, VIP discount, etc.

MARKETING MIXEvent

1. Cooperated with Student Comics Club

•Recruit new comics talents to join our website•Workshops/training courses and sharing sessions for students who are interested in comics

MARKETING MIXEvent

2. Campus Events

• Sponsor some comic-related events/competitions and provide discount coupons to the elitists/winners of the events/competitions

•Exhibitions of certain works of our artists

•Road show of designing some simple comic image for the students in order to attract them to join the website

MARKETING MIXSales Promotion

• Buy 10 pages to get one free sideline product1. Buy 10 get 1 free

2. Discount• Share the website link with your friends to get a 95% discount when buying

your first comic booklet

• Special package on festivals such as the Valentine’s Day, the Mother’s Day, Christmas ect.

MARKETING MIXCustomer Relationship Management

Man Hua Li Club• Customers who buy products worth over 500 yuan will get an invitation to join

the Man Hua Li Club, the VIP club in Man Hua Li website

• Members in the Comic World can enjoy special services: 80% discount, fast ordering of the special cartoonists, comic birthday cards or other sideline birthday gift, chances to meet the beloved comic stars

MARKETING MIXPublic Relations

• Provide some free paining books for the poor children in rural areas

• Organize regular voluntary teaching among our cartoonists or call upon the public, to provide the rural kids with a chance to learn painting, as well as a chance to change his or her life

Rural kids care

CONTENT

1. Introduction


3. Objective

4. Marketing Mix

5. Conclusion

CONCLUSION

Originality• First website in China to provide personal comics story

customization

Viability• Creditable market researches reveal huge potential demands• Innovative team with detailed plans• Sufficient fund and government policy support

Consumer insight• Suitable products that catch the certain human needs and unsatisfied

demands • Attractive marketing approaches that understand the audiences’

characteristics and interests

CONCLUSION

Profit potential

Marketing & promotion ideas

• Profitable business model and increasing profit source• Make full use of limited budget to maximize the market reach and

increase sales

• Comprehensive online and offline promotion to develop new customers• Excellent customer experience to maintain previous customers

CONCLUSION

Scalability

Entry barrier

• Easy to spread with website and apps• Clear strategy and plan to develop market from key cities to the

whole nation

• Rise entry barrier through building influential platform that appeals to talent cartoonists• Rise entry barrier through providing the best customer experience

journey