[ASSIGNMENT 5.1] Market research[Hồng Ngọc & Vân Hương]

“Conduct a survey with a minimum of 100 samples about the HCM students’ attitude of

reading and buying online books to justify the potentials of e-book market and plan

feasible business ideas”

1. DESK

RESEARCH2. SURVEY

3. IN-DEPTH

INTERVIEW

4. FINDING

INSIGHT

5. BIG

IDEA

6.

BUSINESS

PLAN

Consumer understanding phase

Insight generation phase

Business translation phase

E-Books In Vietnam

stagnate at 1% of Total Book

Buying Market Share .

(Pandora.vn )

No harsh competition:

Some e-book webs in Vietnam

are Aleeza, .Most consumers

are the young. [Internet]

Ebook Trend in Global:

Moving towards ebook for study

and research because of high

demand of consumer .

( Global Ebook report - Rudiger)

CATEGORY TRUTHNot reach to ebook

demand because not

follow global trend

Habit of young Vietnamese

book-users is really

traditional: read print

books and go to offline

bookstores.

Ebook users are mainly

students at universities

and usually use Google to

find foreign webs

(especially of China) to find

ebooks.

Students use free- ebook

webs for studying and

researching

SURVEY ORIENTATION

Focus on digging down the

differentiation between print

and ebooks, otherwise find out

why students use free ebooks

Target: 18 – 23 years old

Male and female

Live in HCMC

Read books in recent 6 months

Survey:

http://goo.gl/forms/i47bGvFbhZ

Result: 56 respondents

Students use printbook mainly for

relaxation, ebooks for study/

research at school.

40% read printed novels and

comics

30% read Vietnamese specialised

printed books, 25% read English

specialsed ebooks

67% find ebooks through Google

21% list foreign web ebooks

No particular website deliver all

ebook demand of consumers so their

loyalty is quite low

35% is ready to pay for no-longer-

published ebooks

26% is ready to pay for foreign

ebooks

Students will pay money and read e –

books when sources are rare

48% will pay 5-20k for a ebook

32% will pay 20-30k for a ebook

Price range suitable for them maybe

5-30k/ ebook

FASHIONISTA

29%

CONTENTERS

12%

SKIMMERS

35%

PROFESSIONALS

24%

Willing pay high

Willing pay low

Realaxing Researching

Choose Skimmers:

•They are ready to use e – book => easier to

convert from free topaid ebooks.

• Market size is large enough

•Do not have many requirements, just need

researching contents and cheap price.

PROFILING TC

No care about covers

Skim to get ideas

Read with friends or read

for team – work

Read specialized books

Place: at home, library,

university

Willing to pay a little

money

In-depth interview 2 HCMC students in the

target group

Nhat, 22 YO

4th student

Is preparing for dissertation

Use both print and ebooks

Used paid ebooks on Amazon

Google to find names of choosen

ebooks.

Read ebooks on laptop

Planet

Exercise

Thuy, 21 YO

3th student

Is preparing for coming IELTS test

Use both print and ebooks

Never used paid ebooks

Google to find names of choosen

ebooks.

Download and print ebooks to read

Print planet is old, warm and cozy.

Residents often go by bike or by

foot. They like slow moments such

as drink a coffee cup , listen a

sonata or walk in the sun.

Ebook planet is new, active and

dynamic. Residents often go by bus

or motorbike. They like hard-working

in rush, which is motivated by

success of others. There are 2 cities:

free and paid. Free is at centre of

planet, chaotic and lived by main

residents. Paid is very far, selective

and lived by the rich

Students only read some parts of ebooks to be relevant with the choosen topic, not read

cover-to-cover pages as printed books.

sStudents like free ebooks because of no payment and easiness to find out. They realize

that paid ebooks are expensive but qualified .

sWhen facing to deadlines, students like studying in group to be quick motivated and easy

leant by each others

CATEGORY TRUTH CONSUMER TRUTH

Not reach to demand for

ebook because not follow

global trend

When face deadlines

(assignment, exam), I

like studying in group

to pass easier.

I usually bring many

ebooks when studying in

group to easily interact

with my friends, but use

severals.

OBSERVATION 1 OBSERVATION 2

Ebook Trend in Global:

Moving towards ebook

for study and research

because of high

demand of consumer .

FACT 1 FACT 2

E-Books In Vietnam

stagnate at 1% of Total

Book Buying Market

Share . (Pandora.vn )

When face deadlines, I

usually study in groups

through using several

ebooks

In a rush to pass study deadlines, groupworking of I and my

friends is confused by wide available resources. In many times,

we pick some books in distinct, so it doesn’t bring the mostefficinency when it is not the most appropiate book.

CONSUMER INSIGHT

An mobile app supplying paid ebooks recommended by professors and alumnies to

decrease the quantity of books that students should read to pass study dealines.

MR.

BRAND PROMISE

We are born to help university

students to reduce university

workload when they are rush to

assignments and tests. They

will buy fewer books but the

most suitable ones.

TO WHOM: Skimmers

WHAT NEED: Learn in a smart way:

less book for more knowledge

DIFFRENTIATION: Qualified ebooks

(recommneded by professors and

alumnies)

REASON TO BELIEVE: Enough cheap

price to gain best ebooks

PRODUCTNo-longer-published and foreign books, which is suitable with university specialized

in Vietnam (economics, journals, sciences…)

PROCESS Download app -> sign in individually ->Buy an account for group (used for 5 people ) -

> read reccomendation in app to find right books-> download books->enjoy

! Why 5 people? 5 is the ideal number to gain maximum effect when groupworking

PRICE

3 PACKAGES

Filterholic: use limitless in 1 years: 500.000 VND/ group

Filter-lover: use 20 times (1 time = 1 ebook): 175.000 VND/ group

Filter-first-sight: use 10 times (1 time= 1 ebook): 100.000 VND/ group

PAYMENT2 METHODS

Card: VISA, ATM.

Scratch card

PROMOTIONLaunching campaign: I FILTER YOU

• Survey is biased in some questions => need to

carefull control the quality of questions

before spreading.

• Observations is KEY to discover insight

• Start from CATEGORY brings to a background to

prepare good next steps