This promotional plan is designed for Kindle, an eBook reader produced by Amazon. Three objectives have been set out for the year 2011. Making an impressive introduction of Kindle in the Australian market which establishes and increases brand awareness of Kindle is the first objective. Secondly, it is necessary to create a brand characteristic of eco-friendliness. Obtaining minimum sales of 50,000 of Kindles during the year 2011 is the last objective of this promotional plan.
The primary target market are people aged from 35 to over 54. Secondary target market is high school, university and college students with ages from 15 to 25. The message will be: Kindle is the name of Amazon ebook and it combines educational and ecological features at a competitive price for students and active people.
With a percentage of sales allocation, the budget will be one million dollars. The media vehicles used in the campaign are television, radio, on campus promotion, newspapers and sponsorship of tree planting activity on Arbor Day.
If this plan will be implemented effectively in 2011, the objectives will be achieved. However, the internal and external factors need to be analyzed on monthly basis to ensure the efficiency of this promotional plan and make appropriate adjustments if needed.
Ebook or Electronic Book is the digital publication of a text, an article, or even of a traditional paper printed book on a computer screen or, in our case, on a hand held device. This technology first appeared around the 1970s, but reached popularity only around the 1990s when the internet became easily accessible to the vast majority of people, meaning that more files could be downloaded, increasing the potential of this new device.
Over the years, numerous companies have tried to benefit from this new technology and have each launched their own version of the eBook. Among these organizations we can find names such as ‘Sony', ‘Barnes & Noble Nook', ‘Apple' and ‘Amazon.com'.
This last company is the one we have decided to focus on in this promotional plan, since it is the one that in 2010 announced that Kindle, its version of eBooks, reported sales that outnumbered thoseof traditional hardcover books, demonstrating its enormous success.
Amazon.com is the largest online retailer for a wide range of products including books, VHS tape, DVDs, music CDs, software, video games, electronics, MP3s, clothing, furniture, toys, diamond jewelry and even food items (bookseller, 2009). In 2007, Amazon decided to enter the flourishing market of E-devices by launching on the market Kindle, a hand held eBook that recorded oustanding sales performance during its first year. Because of this huge success two other devices where released in the same category. These differ from one another by size and price.
This promotion plan has the aim of establishing a new strategy for Amazon Kindle as it will be released in a new market, with a new strategy and with a series of new product feautures.
The plan will cover the calendar year from November 2011 to November 2012.
Tags: e-books, Kindle, Amazon, online retailing
[...] THE OBJECTIVES OF THIS PROMOTIONAL PLAN ARE: Marketing To launch Amazon Kindle eBook reader on the Australian market as a fair competitor to other eReader devices at a competitive price and with added features. Study will be done at the end of October 2011 to see how customers perceived our products. Sales To obtain sales more or less equal to those obtained in previous market segments when the product was first put on the market; Policy of Amazon does not allow people to know statistics regarding sales (in quantity or value) of Kindle. [...]
[...] Publicity/Public Relations The main promotional tactics of Amazon for Kindle is word of mouth. The company firmly believes that this method can rake in more customers than other methods. This means of communication is quite risky owing to the negative publicity generated by unsatisfied buyers. The company has no control over it but supplement it with above the line advertising such as internet advertising and through select print media (New Yorker 2009). According to Amar (2010), the Kindle has gotten a tremendous amount of press. [...]
[...] Previous promotional program for Kindle Before talking about Kindle's promotional plan, it is important to understand the general marketing strategy of Amazon. According to the New Yorker (2009), the word ‘marketing' is taboo for Amazon as the company prefers to focus on customers' satisfaction concerning the product. Product awareness rises if customers talk about it: word of mouth is the principal strategy of Amazon. Consequently, Amazon gives engineering more emphasis than marketing. As Kindle has been launched recently in Australia, we do not have much information about promotional plan in Australia. [...]
[...] Contests Amazon Kindle plans to hold a competition for high schools across Australia. Students will be asked to write a fictional story in which Amazon Kindle plays an important role. It will be then up to the schools to select the best of all the registered students's essays and send a copy to an e-mail address especially created for this competition. Once the submission date has passed, all the stories will be evaluated and accordingly Amazon will donate Kindles to the winning school. [...]
[...] Media planning MEDIA MIX TV TO FULLY TAKE ADVANTAGE OF THIS NEW MARKET, AMAZON HAS DECIDED, FOR THE FIRST TIME IN THE CAMPAIGN, TO PROMOTE KINDLE ON TELEVISION. THE ADVERTISEMENT WILL BE 30 SECONDS LONG AND WILL BE SHOWN TWICE A WEEK ON THREE DIFFERENT CHANNELS: VICTV9, NBN9 AND STW9. THE CAMPAIGN WILL RUN FOR 26 WEEKS. Magazines The Kindle campaign will run daily from Monday to Friday on the Melbourne Herald Sun (newspaper) for a period of 24 weeks. [...]
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