Marketing Analysis: Textbook Division PUBLISHINGDRASTIC.

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Presentation transcript:

Marketing Analysis: Textbook Division PUBLISHINGDRASTIC

Positioning Statement: The Parts Target summary: For schools and school districts that want to present American history students with a much more engaging experience Product offer: Drastic Publishing offers an enhanced electronic textbook with embedded rich media that brings history to life Competitive alternatives: Unlike any other publisher, we use patented “e-e” technology, right in the text, to allow students to experience history through sight, sound, and touch Support: Because of this unique immersive experience, students gain deeper knowledge more quickly and easily.

Positioning Statement: Assembled For schools and school districts that want to present American history students with a much more engaging experience, Drastic Publishing offers an enhanced electronic textbook with embedded rich media that brings history to life. Unlike any other publisher, we use patented “e-e” technology, right in the text, to allow students to experience history through sight, sound, and touch, and because of this unique immersive experience, students gain deeper knowledge more quickly and easily.

4 P Analysis Product School districts want textbooks that engage students and therefore help them perform well on standardized tests. Our e-e-textbook’s key feature is the embedded rich media, such as images, audio, and video to bring history alive for students. The e-e American history text will look like a tablet computer, notebook-sized, light in weight with a bright, hardened plastic cover, in any color desired; school logos can be added. Title: American History Brought to Life Price A text that makes significant difference in student learning and test scores would be worth more than a convention text to a school district. Other American history texts cost between $150 - $200. Price-sensitivity varies among school districts, but some are extremely price-sensitive. Place Most school districts shop for textbooks via longstanding relationships with publishers. They also use tradeshows and conferences to learn about new products. We can present at conferences and tradeshows and distribute examination copies. We need to use a sales force to engage with school districts; this is how our competitors succeed. Promotion Using conferences and trade shows will help us communicate with school districts, but we also need sales people to present information. School districts have a long buying cycle that often begins month before adoption and includes teacher and parent input. Advertising on public media will probably not be as effective as advertising in trade journals, as our competitors do. Target Market

Potential, Addressable, and Target Markets Potential Market: 14,176 school districts in United States (2012) Addressable Market: 1,082 school districts in California (2012) Target Market:298 high schools in Los Angeles Unified School District (2012) Statistics retrieved on March 18, 2015, from: and from: