[Elite2] Grand presentation1_team2_ revised
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Transcript of [Elite2] Grand presentation1_team2_ revised
WE CALL IT
SELECTIVE
We simply make ebook ebook, not a copycat
of print book
HIEU PHAN DUNG NGUYEN GIANG BUI VU NGUYEN HUONG DINH
E B O O K
OBJECTIVES OVERVIEW OVERALL TRUTH ALL ABOUT BRAND
OBJECTIVES OVERALL
TRUTH
01 Set objectives for the
whole project
Review book/ebook
market & select
potential marketplace
03
Understand about
category & consumer
OVERVIEW
02 04 BRAND
Brand building
process
AGENDA
OBJECTIVES OVERVIEW OVERALL TRUTH ALL ABOUT BRAND
To make a successful launch, we need a strong product
concept. What should we say in product concept and
how can we get it?
BUSINESS OBJECTIVE
Revenue + Get $10 millions in 1st year
+ Get $15 millions in 2nd year
Market share: + 13% share in 1st year
+ 20% share in 2nd year
S T O R Y B O O K
OBSERVATION - 8/10 people who already have had ebook version still
tend to purchase paper book.
STORYBOOK is where I nurture my imagination,
my soul. Paper book gives me the feeling of
being present friend, tangible and connected to it
RESEARCH BRIEF OVERVIEW OVERALL TRUTH ALL ABOUT BRAND
- Only 4/10 people do not have intent to purchase
paper book when they already have ebook
OBSERVATION
People want to get KNOWLEDGE when they
read knowledged book
To them, ebook is not better at helping to
absorb knowledge than paper book
K N O W L E D G E B O O K
46% story book
37% knowledged book
Paper book is still dominating
the market and it plays an
irreplaceable role in
consumers’ heart
Ebook market is much larger
and people still tend to use
ebook as it still offers the same
thing as paper book: knowledge
S T O R Y B O O K K N O W L E D G E D B O O K
OBJECTIVES OVERVIEW OVERALL TRUTH ALL ABOUT BRAND
C O M P E T I T O R 1% Publishers are narrowing the gap between ebook & paper book making ebook
more alike to paper book.
To make a breakthrough in this industry (in knowledged book)
WE SIMPLY MAKE EBOOK EBOOK, NOT A
COPYCAT OF PRINT BOOK
OBJECTIVES OVERVIEW OVERALL
TRUTH ALL ABOUT BRAND
S E G M E N T A T I O N GENERAL INFORMAITON Age: 22 - 26
Characteristics: Career – oriented
Dynamic & an chance-seeker
KNOWLEDGE – SAVY – 8% RESPONSIBILITY – 54% CAREER DEVELOPMENT – 46%
Explore & always seek for
knowledge under every
aspects of life
Read to gain knowledge to
overcome a present
obstacle
Read for personal
development – long-term
development
CAREER DEVELOPMENT
Age: 22 – 26
Income: AB+
Occupation: Employee Location: 6 key cities Characteristics: Career – oriented & hungry for success
Dynamic & an chance-seeker
Always want to express themselves
U&A: -Read more than 10 books/year
-Research for more info outside
of the book
-Re-read the book to fully
understand
READING PURPOSE | CAREER-ORIENTED
OBJECTIVES OVERVIEW OVERALL
TRUTH ALL ABOUT BRAND
TIRED & STRESSFUL
FROM WORK
Running in a race to success &
being stressed out because of it
I still need a time reading book to
enhance my knowledge.
Reading book is the last solution
after my stressful working day I cannot understand WHY I do
what I do
I find my pause moment to reflect is
when I’m at home, alone with myself.
I want to RELAX, spending my
time at home RELAXING not
giving myself more knowledge
I buy lots of book but I usually
cannot finish them all
READING IS TIRED
AND OVERWHELMED EFFECTIVE TIME FOR
MYSELF
After working is the most valuable time for myself, in which I want to use it effective, especially in
reading books.
CONSUMER TRUTH
After working time is precious for me.
I delegate unimportant tasks
(washing dishes, cooking) to have
more time to prioritize what I think is
important
Short reading time, feeling tired
and overwhelmed
OBJECTIVES OVERVIEW OVERALL
TRUTH ALL ABOUT BRAND
CATEGORY TRUTH
Technology is able to meet our need with GREATER EASE.
Ebook is a digital form of knowledge that is built &
developed on platform of integrated technology.
Technology is able to meet our need with
GREATER EASE.
Ebook is a digital form of knowledge that
is built & developed on platform of
integrated technology
After working is the most valuable time for
myself, in which I want to use it effective,
especially in reading books.
OBJECTIVES OVERVIEW OVERALL
TRUTH ALL ABOUT BRAND
CONSUMER INSIGHT
I want to do the “non relaxing” tasks as effective as possible because time
for myself is precious after work. Reading book for me is hardly effective
because I find myself lost in so many “un-need” information in book that I
do not meet my need for specific need of knowledge.
CATEGORY TRUTH CONSUMER TRUTH
OBJECTIVES OVERVIEW OVERALL TRUTH
ALL ABOUT
BRAND
SOLUTION
SELECTIVE READING JOURNEY
We use technology to help readers read with direction and selective
knowledge
Selective EBOOK
Chose expertise areas Chose topic
selective, relevant books, Size of bubbles base on pages
Relevant knowledge inside a book
Read specific part of selected book, can
highlight and connect to other data and
expert. Can arrange different part from various book into personal table of
content
A device/ application
OBJECTIVES OVERVIEW OVERALL TRUTH
ALL ABOUT
BRAND
BRAND
POSITIONING
PROVIDE WHAT NEED
TO WHOM DIFFERENTIATED
BY
REASONS TO BELIEVE
Selective in
reading
knowledged book
Age: 22 – 26
Income: AB+
Occupation: Employee Location: 6 key cities Characteristics: Career –
oriented & hungry for
success
Dynamic &
an chance-seeker
Always want
to express themselves
Selective journey to
absorb knowledge
-Structure
-Connect
-Customize
Microsoft & Samsung
Technology
OBJECTIVES OVERVIEW OVERALL TRUTH
ALL ABOUT
BRAND
CATEGORY
TRUTH
CONSUMER
TRUTH
PRODUCT
TRUTH
Root strengths
Competitive
environment Target
Insight
Breakthrough technology
Age: 22 – 26
Income: AB+
Occupation: Employee Location: 6 key cities Characteristics: Career – oriented & hungry for success
Dynamic & an chance-seeker
Always want to express themselves
Distinct from
competitor
Values, beliefs &
personality
Benefits
BRAND ESSENCE
Enrich your
experience with
knowledge
The “after-effect” of tiring & stressful job defocuses
me is to find the relaxing moment when coming back
home, even when I know this is best time to learn &
absorb knowledge from book
RTBs
Discriminator
Enrich your
experience with
knowledge Visualize
Connect
Customize
Samsung
technology
Microsoft & Fresh
Exciting
Connected
Better experience
Breakthrough
Better absorb