1. MARKETING STRATEGIES:
WEST VS EAST
«Bookclub «Family Leisure Club» -
Western strategy on the Ukrainian market
Книжный Клуб «Клуб Семейного Досуга» @ Наталья Виноградская Trade mission in Ukraine, 20-21.09.2012.
Book ClubКлуб «Клуб Семейного Досуга» 2009/апрель
Книжный «Family Leisure Club» 2009/march

2. СОДЕРЖАНИЕ
Company profile
Marketing strategy
5 differences in marketing: West vs East
Книжный Клуб «Клуб Семейного Досуга» @ Наталья Виноградская

3. Company profile
Bookclub in Ukraine:
Established in year 2000 LATVIA
 from 2004 belongs to Bertelsmann LITHIANIA
AG, Germany
Russia
Belarus
 Head office of FLC Group for
businesses in Ukraine, Russia,
Belorus POLAND
Kharkov
 the biggest publishing house of
UKRAINE
Ukraine 46 M
SLOVAK
REPUBLIC
 serves 1.7 Mio club members
ROMANIA HUNGARY
 manages 80 retail club shops MOLDOVA
 manages FLC group distribution
center
Книжный Клуб «Клуб Семейного Досуга» @ Наталья Виноградская

4. Marketing strategy: 4Р
PRODUCT
PRICE
Marketing complex
4Р
PROMOTION PLACE
20.09.2012. Наталья Виноградская 4
Книжный Клуб «Клуб Семейного Досуга» @ Наталья Виноградская

5. Marketing strategy: Unique product
Yearly Book Club releases 400 new exclusive titles and 1200 republications
Of bestselling ukrainian and foreign authors
2011 bestsellers
Author: Vasyl Shklyar Luko Dashvar Marie-Bernadette Dupuy Romain Sardou
Title: Zalyshenets Selo ne ludy L'enfant des neiges Pardonnez nos Offenses
Cps sold: 110 000 60 000 280 000 220 000
Книжный Клуб «Клуб Семейного Досуга» @ Наталья Виноградская

6. Marketing strategy: Distribution
Multi channel distribution
B2C B2C B2C B2B
Club Direct Mail Club Retail Online Trade
- 54% of turnover - 35% of turnover - 7% of turnover - 4% of turnover
- Market position № 1
1
- Market position № - Market position № 1 - Market position № 5
1
Orders from all channels and FLC group businesses are fulfilled
by Book Club’s new distribution center
Книжный Клуб «Клуб Семейного Досуга» @ Наталья Виноградская

7. Marketing strategy: Distribution. Direct Mail
Every year bookclub’s member receives by mail:
8 additional catalogues with special
 4 main catalogues actions & sweepstakes
Книжный Клуб «Клуб Семейного Досуга» @ Наталья Виноградская 7

8. Marketing strategy: Distribution. Shops
 1st Club shop opened in 2005
 80 shops by 2012
 recruitment channel for 150 T new
members annually
Kharkov
1 One shop
Several shops
Книжный Клуб «Клуб Семейного Досуга» @ Наталья Виноградская

9. Marketing strategy: Distribution. Internet
www.bookclub.ua
360 000 orders annually
On-line support
Wide range of delivery methods New! E-books
 Social network for members
Mobile version of the shop
New! E-books
New! Digital catalogue New! Digital catalogue
Social Mobile
Bets online bookshop award
 Club pages
Mой Клуб  Members networks
Книжный Клуб «Клуб Семейного Досуга» @ Наталья Виноградская

10. Marketing strategy: Distribution. Distribution center
New distribution center in Kharkiv provides orders packing & logistics for FLC group
businesses in Ukraine, Russia, Belorus
New logistics New Distribution Center in Kharkiv
Warehouse:
 Established to serve up to
3.0 MM members
 12,800 m2, 12.0 MM goods
in stock
 45,000 parcels per day on
1
peaks
 Transportation logistics to
350 delivery points in
Ukraine, Russia and
Belorussia
Книжный Клуб «Клуб Семейного Досуга» @ Наталья Виноградская

11. 5 Differences in marketing:
№1 – Direct Mail customer profile
Germany vs Ukraine Germany vs Ukraine
Male/female Age
Книжный Клуб «Клуб Семейного Досуга» @ Наталья Виноградская

12. 5 Differences in marketing:
№2 – customer’s shopping criteria
Ukrainians vs Germans pay more attention to brand’s reputation
© IFAK Institute GmbH & Co. KG 2008-2009
2

13. 5 Differences in marketing:
№3 – Western creative materials
Der Club
FLC Ukraine
Western
creative
in marketing
materials
does not work
in Ukraine
Книжный Клуб «Клуб Семейного Досуга» @ Наталья Виноградская

14. 5 Differences in marketing:
№4 – additional catalogues with goods/services
TRAVEL OFFERS HOUSEHOLD GOODS GARDENING MAKE UP
Why additional catalogues with goods/services offers did not work in
Ukraine?
 club members trust the brand “Book club “Family Leisure Club” as books expert and
reliable books distributor vs situation in Bertelsmann’s German book club “Der Club” where
additional goods & services turnover is more than turnover from the books sales.
Книжный Клуб «Клуб Семейного Досуга» @ Наталья Виноградская

15. 5 Differences in marketing:
№5 – Marketing staff
Marketing manager in Europe: Marketing manager in Ukraine: Marketing manager in FLC:
 works in established structured  works in unclear, unstable  works in unclear, unstable market
environment – market situation is market economy situation economy situation, but within clear
clear & predictable company’s budget trends
 Has limited data about the
 Has all necessary data about market, competitors and Has all necessary data about the
the market, competitors & customers market, competitors & customers
customers
 Often works without long term Works within confirmed marketing
Works within confirmed marketing plan strategy & action plan
marketing strategy & action plan,
and strictly within his Job There are many marketing Being constantly trained
description duties specialists on the market, but very (seminars, master-classes from
few experienced in Direct Mail experienced foreign colleagues)
business
Книжный Клуб «Клуб Семейного Досуга» @ Наталья Виноградская

16. Thank you very much for your attention!
Nataliya Vynogradska
Strategic marketing department director
natalia.vynogradska@bookclub.ua
Тел: +38 057 7838895
«Book Club «Family Leisure Club», P.O.Box 84, Kharkiv, 61001
www.bookclub.ua
Книжный Клуб «Клуб Семейного Досуга» @ Наталья Виноградская