Kindle Marketing Plan

1. Kindle Marketing Plan

2. Our Company Background
Kindle Co.,Ltd.
Ki dle C Ltd
is the leading e book dealer
e-book
and content coordinator
based in Thailand with
significant international
operations.

3. Our Company Background
• The capital foundation of 400 Million Baht
• CDMA network of Hutchison CAT Wireless Multimedia Co.Ltd
• Rapidly growing business in e book dealer and content coordinator
e-book
• The only one authorized dealer in Thailand
• The headquarter of Kindle is The Tower which is located in Rama 4th
q
road, Klong Tier, Bangkok

4. Company Background (Con.)
Vision :
• To be the leading integrated knowledge provider with friendly high-
end technology to public and customers’ satisfaction
Mission:
• To provide experience, pleasure, and the integrated knowledge with
friendly high-end technology to public and customers’ satisfaction

5. Kindle
Technical Specifications
p f
Kindle with the Back
Cover removed.

6. Kindle
Technical Specifications
p f
Display
Di la

7. Kindle
Technical Specifications
p f
Size
Si e

8. Kindle
Technical Specifications
p f
Weight
i h

9. Kindle Technology
• Electronic Ink is a type of electronic paper manufactured by E Ink
Corporation. It i a proprietary material th t i processed i t a fil
C ti is i t t i l that is d into film
for integration into electronic displays, particularly for E-book devices
such as the Sony Reader, the iLiad, the Cybook Gen3, the Amazon
Kindle and the Readius device from Vision.

10. Kindle Technology (con.)
EVDO/CDMA
EVDO
• Telecommunications standard for the wireless transmission of data
through radio signals
CDMA
• Multiplexing techniques adopted by many mobile phone service
providers around the world

11. Kindle Technology (con.)
EVDO
Telecommunications
standard for the
wireless transmission
of data through radio
signals
i l

12. Kindle Technology (con.)
CDMA
Multiplexing
techniques adopted
by many mobile
phone service
providers around the
world

13. Adoption process
d i
Degree of Innovation
1.
1 Continuous Innovation / Minor change
2. Discontinuous Innovation / New to the world
3. Dynamically Continuous Innovation / Major Change
y y j g

14. Adoption process
d i
Early Adopters / Visionaries
• Want to revolutionize competitive rules in their industry
• Attracted by high-risk/high-reward projects
• Not necessarily very price sensitive
• Demand customized solutions and intensive tech support
• Product form competition
• Early adopters communicate horizontally

15. The degree of innovation
Incremental Continuous Radical

16. Environment Analysis
i l i
Political
P liti l Social
S i l Technology
T h l
• Thai Political is not • Increasing of
g • Moore’s Law
stable Adoption Process for • Mobile and
• Free trade agreement High Tech Product Multimedia
of electronic • Increasing of literature • Knowledge
equipment rate of Thai people Management

17. Environment Analysis
i l i
Economic
E i Environmental
E i t l Legal
L l
• Inflation • Global Warming • Copy Right
Concerned

18. SWOT
Weaknesses
Strengths
Strengths
St th
Weakness
• First to the market • New Product
• Speed of delivery a new book. • New technology
p y gy
• Lower Price Advantage • Capital Assets
• Download anywhere anytime
• Partner Reputation & Reliability
Opportunities Threats
Threats
• Rapid Change in Technology
• Innovation Awareness
• Global Warming Concerned • Negative Opinion
• Uncovered Network
• Unlike Reading People

19. Consumer Research Analysis
Sampling 360 peoples
Target Group : Love Reading & Technology Open-minded

20. Consumer Research Analysis
Demographic of Target Group
• Sampling unit, male and female are nearly the same amount.
• Sampling unit at 20-30 years of age and 30-40 years of age are
around 66% and 23% respectively.
% % p y
• Education Degree : Bachelor or Master 93%
• Occupation : Student or Worker 65%
• Salary : 10 000 – 30 000 Baht 48 %
10,000 30,000 %.

21. Consumer Research Analysis
สาเหตทีชอบการอานหนงสอ e-book
สาเหตุท่ชอบการอานหนังสือ e book

22. Consumer Research Analysis
สาเหตทีไมชอบการอานหนงสอ e-book
สาเหตุท่ไมชอบการอานหนังสือ e book

23. Consumer Research Analysis
ป
ปจจัยทีี่มีผลตอการเลือกซื้อ e-book
 ื ื
สะดวกพกพา
5
4
3
2
รับประกัน ถนอมตา
1
0
พื้น ที่เก็บ ทนทาน
Link หนังสือ e-book หนังสือดิจิตอลที่ข ายตางประเทศ

24. Consumer Research Analysis
ความตองการคณสมบัติของ e-book ในดานตางๆ
ความตองการคุณสมบตของ e book ในดานตางๆ

25. Potential Entrants: Five Forces
High
+ Enter the market
- make the content
Supplier: High Industry Competitor: Buyers: Low
Low
+ Supplier’s power - Direct competitor
- Customer’s power
- content + indirect competitor
Substitutes: High
+ Book & E-Book

26. Competitors
Budget Competition
Generic Competition
E-Book
e.g amazon.com
Product Category Competition
Nokia 770
o a 0
Product Form Competition
Sony Reader
Brand Competition

27. Unique Selling Point
E-Ink
E Ink Technology
® More comfortably read as same as the physical paper
® No irritation from e letter effects
e-letter
Personal Mobile Library
® Personal library anytime & anywhere

28. STP
Segmentation
i
High Technology Seekers
g gy
The Pessimists The Optimists
Low b d t
L budget High budget
Hi h b d t Low b d t
L budget High budget
Hi h b d t
Sidelined Hand Shakers Technostrivers Fast Forwards
Citizens Traditionalists Digital Hopefuls New Age
Nurturers
Media Junkies Gadget Grabbers Mouse Potatoes

29. STP
Target Market
Fast Forwards
These customers are the biggest spenders, and they are early adopters of
new technology for individual use.

30. STP
STP
Positioning
ii i
Innovation
Sony Reader
Convenience
Nokia 770
N ki 770
Slogan “Library U”

31. Intensive Growth strategy
Current Product New Product
Market-penetration Product-development
Market-penetration
Current
strategy
strategy strategy
Market
M k
New Market-development Diversification
Diversification
Market strategy strategy
strategy
Innovation strategies - This deals with the firm's rate of the new product development and business
model innovation It asks whether the company is on the cutting edge of
innovation.
technology and business innovation. There are three types:
1. Pioneers 2. Close followers 3. Late followers

32. Brand development strategy
Product category
Existing New
Line extension Brand extension
Existing
strategy
t t strategy
t t
Brand
New Multi brands New brands
Brand strategygy strategy
gy

33. Product Strategy
Competency Product

34. Product Strategy
Import kindle.
Build in software to support Thai display.
Coordinate with partner.
p

35. Kindle
Product
Content
Accessory

36. Product
Technology
General Feature

37. General Feature
Li ht and thinner than a regular b k
Lighter d thi th l book
200 books containable
C i bl
Convenient portable
USB P
Port

38. Technology
h l
Electronic Paper and E‐Ink technology
Electronic Paper and E Ink technology
Ur smart CDMA
One minute downloads

39. Content
Books newspapers magazines
Blogs
g And mores

40. Content
• Offers more than 99 of 112
books currently found on the
CU Book Best Seller list.
• Lets you download and read
the beginning of any book for
g g y
free.
Books

41. Content
Books
Some of our most popular titles include:
Smart - I
อัจฉริยะ เรียนสนุก
ผูแตง/แปล : เดอะท็อป ซีเคร็ท (THE TOP SECRET)
ผูแตง/แปล : วนิษา เรซ ผูแตง/แปล :
ธันวคม จุลรุจน พุทธมิลนประทีป
ิ สม สุจราี
ราคาปก 196.00 บาท ราคาปก 215.00 บาท
ราคาปก 175.00 บาท
ราคาพิเศษ 176.00 บาท ราคาพิเศษ 194.00 บาท
ราคาพิเศษ 149.00 บาท

42. Content
• offers top Thailand and
international newspapers.
• Subscriptions are auto-
delivered wirelessly to your
smart Kindle.
Newspapers

43. Content
Newspapers
Some of our most popular titles include:

44. Content
ff di
• offers an expanding
selection of magazines
to meet interests in
news, politics,
business, and more.
Magazine

45. Content
Magazines
Some of our most popular titles include:

46. Content
• Unlike reading blogs on
your PC.
• Delivered to your favorite
blog for free
free.
Blogs

47. Content
Blogs
Some of our most popular titles include:

48. Content
• Eli i ti th
Eliminating the • E j audiobooks.
Enjoy di b k
need to print. • Listen via smart
• makes it easy to
y Kindle's speaker or
p
take your personal plug in your
documents with headphones for
youself.
y private listening.
p g
Personal Files Audiobooks

49. Accessories
USB Cable Charger Silicone Skin
Cover Memory Battery

50. Price Strategy - Product
Offensive Strategies
Price Performance Ratio
Ur Smart Value Cost

51. Price - Product
13,900
13 900 Baht Kindle
Kindle

52. Price - Product
Content Price
1. Books Save 30– 40 % of print list price
2. Newspapers Save 10 - 20 % of print list price
3.
3 Magazines Save 10 - 20 % of print list price
4. Blogs Free
5. And more Free

53. 3P-Channel
Everywhere with Ur
Smart Kindle
S t Ki dl
Customer
•Kindle’s Store in
Department Store
Our Company •Corporate’s Website
•CU book (6 months after
launch)
Amazon

54. MPR
Pre-Launch
(Visionary’s test)
Objectives: Brand awareness,
Create experience
Theme : Ur smart Kindle
Participants : Press, Visionaries
Place : Maruay Library, Esplanade
Date : August 1st , 2008
Budget
B d t: 2,000,000 Baht
2 000 000 B ht

55. MPR
Press Release
Objectives: Brand awareness
Theme : High Tech in ur Style
Place : - Newspaper
Manager , Bangkok Post
- Magazine
Computer Today
Date : August 16th , 2008
Budget : 50,000 Baht

56. Trade Show
Commart
C t
Objectives : Brand awareness, Show new
innovation, Get order, Get questionnaire
Theme : Ur smart Kindle
Place : Queen Sirikit National Convention
Center
Date : 13 – 16 November, 2008
Budget : 4,000,000 Baht

57. Trade Show

58. Road Show
Universities
U i iti
Objectives : Brand awareness Show new innovation
awareness,
Theme : Enjoy reading with e-ink by smart Kindle
Place : C book in each university (5 branchs)
Cu ni ersit
Date : November – December 2008
Budget : 4,000,000 Baht

59. Personal Selling
Kindle’s Store
Objective : Introduce the product,
Follow up
Theme :
Th Smart pretty with ur
S t tt ith
smart Kindle
Place : Kindle’s store
Kindle s
(20 branches)
Date : August 15th , 2008
and onwards
Budget : 1,000,000 Baht

60. Kindle Store
20 branches Smart Design

61. Direct Marketing
To…. kindle Friends
Direct e-mail
Objectives : Introduce product
Theme : Ur smart Kindle
Participants : Name list from Hutch
Date : August 15th , 2008
Budget : 0 Baht

62. Direct Marketing
i k i
Corporate website
Objectives : Reach target
group directly, Brand
awareness
Theme : Ur smart Kindle
Place : Website
Date : August 15th , 2008 and
onwards
Budget : 500,000 Baht

63. Sale Promotion
Via Kindle’s Store, Fair
Store
Objectives : Boost sales Budget :
2,500,000 Baht
Book : Free 10 books loading as ur mind
Newspaper : Free two-week trial for newspaper subscription
Megazine : Subscribe 1 year get free 2 issues
Others : Free interactive book via corporate Kindle website
(www.kindle.co.th)
(www kindle co th)

64. Sale Promotion
Via Corporate website
Objectives : Boost sales
Execution : Free delivery, Guarantee 1 year,
Upgrade software
Theme : Ur smart Kindle
Place : Website
Date : August 15th , 2008 and onwards
Budget : 1,450,000
1 450 000 Baht

65. Advertising
Magazine, computer book
g , p
Objectives : Brand awareness
Theme : Everywhere with
ur smart Kindle
Place : Computer today, e-leader
Date : 1st week of September
p
and November 2008
Budget : 1,000,000 Baht

66. Advertising
Brochure
Objectives : Introduce product
Theme : Everywhere with ur smart Kindle
Place : Kindle’s Store, Fair
Date : August 15th , 2008 and onwards
Budget 500,000 Baht
B d t : 500 000 B ht

67. Advertising
Out of Home : BTS banner
Objectives : Brand awareness
Theme : Everywhere with Kindle
Place : Siam station
Date : October and December 2008,
February and June 2009
Budget : 2,000,000 Baht

68. Advertising
Website b
W b it banner
Objectives : B d awareness
Obj ti Brand
Theme : Ur smart kindle
Place : Pantip, Manager website
Date : September 2008 and onwards
Budget : 1,000,000 Baht
g

69. Activities Schedule
Press
Released
Pre-
Launch
Ad. Ad. Ad. Ad.
Mag Mag Mag Mag
RoadShow
Commart
Web Web Web Web
Banner Banner Banner Banner
Sale Sale Sale
Pro Pro Pro
Direct
Mail
Coperate Website
Personal Selling
Brochure
May / 09
Aug / 08
Sep / 08
Nov / 08
Dec / 08
Aug / 09
Sep / 09
Nov / 09
Dec / 09
Feb / 09
Mar / 09
Feb / 10
Jan / 09
Jan / 10
Oct / 08
Apr / 09
Oct / 09
jun / 09
Jul / 09
y

70. Total 20 Millions Baht
Budget
ge
MPR Pre-Launch 2,000,000
Press Released 50,000
Trade Show 4,000,000
Road Show 4,000,000
Personal Selling 1,000,000
Direct Marketing Direct e-mail
e mail 0
Corporate Website 500,000
Sales Promotion Via Kindle’s Store 2,500,000
Via Corporate Website 1,450,000
Advertising Magazine, Computer book 1,000,000
Brochure 500,000
Out of Home : BTS banner 2,000,000
Website banner 1,000,000
, ,

71. Evaluation
IMC Activities
Awareness
Reach : 80 % in 3 months
Frequency : 10 times/ month
Sales Volume
By
B product : 32 000 Ki dl i 18 M th
d t 32,000 Kindles in Months
Product Profit : 300 Million Baht
Break Event Point : 2,050 Kindles in 18 Months
By content : 100,000 download/ month
Content Profit : 5 million baht/ month EVDO/CDMA

72. Thank You
High – Tech Marketing
g g
คณะพาณิชยศาสตรและการบัญชี จุฬาลงกรณมหาวิทยาลัย
นางสาววัชรี ศิรมหัทธโน
ิ
นางสาวศิริพร พงศวิญู
นางสาวสรลดา บุรณศร
นางสาวสิริลดา บรณศิริ

73. Thank You
Onion Head
Siriporn Pongvinyoo
mrkokung@hotmail.com