LIBOOKS  

Segmentation:

 

a) Demographic segmentation:

 

The market segmentation is according to age, race, religion, gender, family size, ethnicity, income, and education. Demographics can be segmented into several markets to help an organization target its consumers more accurately. With this type of segmentation, an organization can categorize the needs of consumers.

 

-  University students: 

The first group that we can analyze and are our potential customers are  people into 18-29 years ,that they belongs to a 4 socio-economics stratum  in university level  that have 350.000 -450.000 income per month, it’s important for us because are in the group that we want to have.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

b)  Phychographic segmenttion:

 

Is dividing your market based upon consumer personality traits, values, attitudes, interests and lifestyle. Segmentation will allow you to better develop and market your products because there will be a more precise match between the product and each segment's needs and wants.

 

 

 Readers lovers:  Are people that are interested in reading a book monthly, they wants a physical book, due to they can read better in any place, also they like do some purchases online.

 

 

Young proactive: Are people that want to read online books and normally make purchases online because the facility and the time, they know use very well the technology so they know make a purchase online, in some cases they solicited a domicile due to they don’t have time to go to a bookstore.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Target: Our principal customer will be a young university people that have a good social status approx. 3, 4 level. That they can buy books monthly and use the platform to solicit ta domicile or the purchase online.

 

 

 

 

 

 

 

a) Advertising:

 

We offer different packages to our customer that provide a good relationship with our target.

 

1.       We will offer a kit with merchandising that will contain, bookmarks, pens, a sophisticated packaging for delivery of a product which is personalized with our logo, and highlighters.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

2.       We use  spams in social media and internet in order to attract more customers  , normally the principal media than our focus is the web side and the Facebook page, because it´s the form than our customers use frequently.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

​3.       We will  have partnerships with Spotify, that help us to  way to promote our brand in the freeway, This partnership is very important for us  because our target currently use a lot  this tool to listen to music , which benefits us to attract new customers.

 

 

 

 

​4.       We give flyers in the potential sectors than  our customers live, thus ensuring that our customers are inside in the area bounded by our service

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

​5.       We will use all the social media that our target use, Instagram, twitter, Facebook, Spotify and YouTube.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

b) Promotions:

 

In order to offer a promotion

 

-We will establish season’s promotions, due to the majority of our customers are in universities and schools. Which implies that they have to buy a book list. If our customers are in schools they request them previously and in the case of university customers, when they enter to the semester, the teacher gives them the class curriculum , in order to these we will offer 10% of the total account, if the customer buy more than 10 books.

 

 

-The books that have low rotation, we will apply a promotion in the price to motivate the customer to buy them.

 

-We use a promotional video to attract new customers and make publicity to our company 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

3.4.3 Product and Service Planning 

 

 

 

 

-         Devising warranties:

 

a)      If the book at the domicile arrive in a damage status, the company assumes a 5% of the price of domicile and change the product, also we will give some product to our merchandising to show to the customer that we care about the opinion that has, in order to demonstrate that the opinion of the customer is the most important in our company.

 

b)      If the domicile is delayed more than prescribed, we don´t charge the domicile, the company assumes the cost.

 

c)       If the order arrives bad and is not complete, the company will give a 10% of the total cost of the order free, the company will assume these cost.

 

 

-         Packaging:

 

Our company will provide different types of packaging such as:

*  Small:   this package will service to save one to three books.

*  Medium: three to six books.

*  Big: six to twelve books.

 

More than twelve books are delivered in boxes.

 

 

 

 

-         Determine product options:

 

We offer two types of products: ebooks and physical books in order to have a good diversification products to satisfy the customer needs, because nowadays the students like more read their guides in the iPads or computers in order to reduce their cost of the copies.

 

The categories that will offer will be focused on academic books for these two customer segments, but will also consider trading books that can possibly read our customers.

 

 

 

 

 

 

-         Style and Quality:

 

In order to obtain the best service to our customers, we focus on offer the best warranties, fast service and the best diversification of products, we are focused on academic books, for these reasons we thought that the principal quality is obtained the books that our customers need, we do a research about what are the books that in the initial of the semester the teachers ask, to guarantee to our customers that Libooks have it. 

 

Also, we offer books with a high standard, with Allianz with the best publisher like Norma, Celsus, Pearson and Legis all of these are good positioned in the market

 

 

Besides  that, we also focus in the timely delivery due to we want is the best company in the market that have, the more effective service, in these ways we can compete with our customers with these competitive advantages. Additionally Libooks search the standard of ISO 9001 that provide a certificated that our process is the best, which focuses on all elements of quality management with a business must have to have an effective system that allows to manage and improve the quality of their products or services.

 

 

 

 

3.4.4 Price

 

 

 

 

For fixing our prices, we talk with the principal publishers and we agreed that they will give us the 30% of discount of the price of the book in order to we obtain a good price. With this in mind, we will upload that 30% of the book price so make a profit. These will be our profit margin. The price of the delivery will be agreed with the carrier company, which will generate that the company has no transport costs. The price of the home you are going to charge the customer separately.

 

 

 

 

3.4.5 Distribution

 

 

 

 

Alter we analyze the results of the survey, we establish that delimited zone that we can work, to obtain the best service to our customer, due to, we are focuses in the low time delivery so with our alliance we can achieve  the   establish lead time. The zone is between the seventh races to the av boyaca between the street 116 to street 183, in order to satisfy our potential customers, all of these will be assume by our alliance  distribution company

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

After we  are analyzing the data of the survey and the external audit, we have got the following results of marketing research.

 

• Most people like to read with physical books, because is more easy and they like underline the key words.

• The physical books don’t have a substitute product, but the online books are taking a lot of markets.

• The time that the people are willing to wait for their domicile is more than one day, only if there book come arrive in a good condition.

• The universities and the colleges are normally asking books in a period time short, that make that the students are fomented to read in a month 2 books, all of this benefice the bookstores.

• The online business is increasingly growing in a way that the business need to adapt to the needs to the customers, in order to obtain the attention of the customers.

• In Colombia is searching to invest a lot of money in education in order to increment the level of education of the Colombians, all of this to increase the culture, thank for that our sector will be increased.

• Nowadays the sellers are starting to transition to an on demand service where they define alliances with digital printers in order to have a lot of stock but reducing the inventory stock, because being online books.

 

 

 

 

 

 

 

 

 

ADVERTISING

 

The Cost benefit that advertising  will bring  to the organization are  economic benefits, through brand positioning by: advertising kits that are maintained in the mind of the customer, the company will be offered flyers, bookmarks, pens, and highlighters, all of those looking to increase the number of sales due to they are making publicity, also the company knows that the voice and voice is important, for this reason they offered a good service, looking obtain a good result in the sales.

 

 

 

Alliance

 

The Cost benefit that the alliances  with the publisher provide to the organization are that they offered to us a good discount to us in order to bring a our customers a good price on our products, also we can give to them a few promotions that will make interested the buy in our company

 

 

 

Partnerships

 

The cost benefit that the partnerships that the company have with the transport company  bring a important key for the organization because with this we can offer to our customer a effective service in a shor time, also reduce the cost of the distruburion , due to is a outsourced service. 

 

 

The page and The Management Information System 

 

The cost benefit that the page an the  MIS provides to the organization is an economic benefit, because is one of the key points that the company attracts consumers to buy the products of the company, also it´s created in a way that is easy for the customer to use in order to they can obtain what they what´s  in an easy way making that the sales are going to increase.