How to promote a new form of selling books for the EFE Company?

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How to promote a new form of selling books for the EFE Company?

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Abstract

With analyse-experts, EFE is not only selling a product on the Internet, it is also selling a new concept of using e-books rather than printed books. The distinction may not have been understood. That is why we decided to have three different objectives.
First of all, we have to understand why the previous marketing strategies did not work. Our hypothesis is that the product is very innovative and thus not very easy to get familiar with (especially for the targeted customers who are not often very familiar with the use of internet). That is why any usual marketing strategy is likely to fail. We want to understand on which points the undertaken measures failed in order to try to build a new one. Then we want to get as much information as possible on the relations between the potential customers and their professional purchases on the internet. Very often the experts that EFE targets, buy their books in bookshops or even go to public libraries. Buying on internet is something which they are not used to and that is why we need to know how we could bring them to loose this habit (change the site frame; change the means of paying…

Executive summary
1. Summary of prime objectives
2. Major findings
3. Conclusions and recommendations
Problem definition
1. Description of the company
2. Background to the problem
3. Statement of the marketing problem
Approach to the problem and research design
1. Research design
2. Data from primary sources
3. Data from secondary sources
4. Description of the sample characteristics
Results
Conclusions and recommendations
Limitations
Conclusion

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[...] WHOLE BOOK 13% HALF 21% LESS THAN HALF 66% Advantages DUPLICATION AND EASY 52% TRANSPORT UPDATING 23% FUNCTIONNALITY OF THE SITE 15% NONE 10% Inconvenients I DO NOT LIKE INTERNET 27% TOO HARD TO READ 53% NONE 20% The answer to the first question is significant of the failure of the previous marketing strategies; obviously it is not enough to send e-mails or faxes to make the site famous to the experts. Despite the fact that EFE is the usual provider of books for the experts, the customers are not able to make any connections between the brand EFE they trust and this new website. The answer to the second question shows that the usual customers of EFE are not really used to using the Internet for professional purchases. [...]

[...] The next questions confirm this fact, when many of them for instance say they do not like to use the Internet (fear viruses, prefer printed books ) This implies that this concept is a new product on a market that does not exist yet. That is why it is going to be very difficult for EFE to improve its sales quickly. EFE does not only have to sell a product but also a concept to settle down in a new market, within a market that is already very restricted (but on which they are very present). [...]

[...] Constraints due to the study we were asked to do Lauranne Bensoussan, our EFE contact, gave us one simple we had to work on both sides, either the image of the new website and the whole concept. That is to say we had to collect some specific data. For us, it appeared to be quite hard to seize the necessary improvements because we did not have all the key elements. For instance, we could not have full access to their data (and we understood it was not to give vital information and to reduce the risk some competitors know them). [...]

[...] Management decision problem: The very aim of our study was to find out the reasons why the website was unsuccessful for the time being and then to propose some actions to solve the current problem: We had to consider two possibilities: - If it is just a matter of time or promotion, how should we promote this new website to make it much more profitable? - If many clients and targeted people do not really feel like purchasing e-books because they are somehow reluctant to use the Internet or to read on screens, should EFE also launch a printed version or/and should it change its product by selling chapters instead of the whole books? [...]

[...] For example, we learnt from our interviews that the clients would appreciate receiving information papers or e-mails to understand or only be aware of the new products at their disposal. Furthermore, there is a problem with regard to the relation between the site, EFE and the clients. Indeed, to improve the image of the site among the clients, EFE should link the site with the It is difficult to know under what form this link could be visible but it could enable the clients to know the site and to trust the site. [...]

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