Group 3 Activia Aldo Dominos Dr Pepper M

Group 3 Activia Aldo Dominos Dr. Pepper M. A. C. Samsung Topshop

THE KINDLE BACKGROUND

Brand essence Simple Imaginative Narrative Key Target Busy, 25 -35 year old young professional avid readers Secondary Target 36 -54 year old professionals Loyalty Committed, can be price switchers and/or fence sitters

POSITIONING STATEMENT To target 25 -35 year old young professional avid readers that are always on the go, in search of a complete enjoyable reading experience, only Amazon Kindle gives you the ability to escape into a narrative through simplicity.

Brand Associations Black and Orange Amazon Kindle logo Slogans “Books in 60 Seconds. ” “Kindle Books. Buy Once, Read Everywhere. ” Whispersync image of boy sitting under a tree

SEGMENTING THE KINDLE/E-BOOK CATEGORY

Price Segmentation The e-Reader market is segmented through product attributes The Kindle is being reasonably priced at $139 Priced toward their target market which is the middle class Their competition includes the i. Pad which is priced at $499 and the Nook is $149 but the newer, Nook Color is $249 The i. Pad is segmented toward the technology lover who will shell out any amount The Nook is focused on their main Barnes and Noble reader, which is priced almost around the Kindle

Purchase Behavior Segmentation One time purchase Although not too expensive, this may be considered a big purchase If something were to happen with it, the consumer may not be inclined to purchase the same e-Reader

Lifestage Segmentation Graduated college Has a career or on the way to a career since the target is 25 -35 Very hectic lifestyle, on the go constantly

Psychographic Segmentation Young professional, 2535 years of age Wants a simplified way of making reading easier Values reading & time off Wants a clutter-free way to read

THE KINDLE BRAND IDENTITY STRUCTURE

Kindle as Product Scope Wireless reading device Quality/Value E ink technology, massive storage and long battery life Uses Reading and Saving files Product Attributes Paper-screen like, wireless access, ergonomics design, keyboard, bookmarks, search, builtin dictionary, long battery life, global coverage, Highlights, PDF and Music Users Readers Origin Seattle, Washington

Kindle as Organization Largest Electric Retailer in U. S. Offers More than 200, 000 titles Kindle as Person Casual Fun Active Comfort

Kindle as Symbol Logo Tagline Buy Once, Read Everywhere

Functional Benefits - Light weight - Long battery life - Simple to use - Ability to storage books (up to 3, 500) - 16 shades of gray - Whispersync technology

Emotional Benefits - Stress free - Relaxed - Satisfied - Content - Delighted - Enthused

THE KINDLE PERSONALITY

Kindle Excitement because it's adventurous, imaginative, innovative Sincerity because it's warm, sentimental, cheerful Competence because it's reliable, efficient, simple to use

Kindle uses a relationship base model. It is an extension of who you are. You won't leave home without it and if you do, your whole day is off to a bad start.

Is there anything about our competitors (and their personalities) that should impact what we say or do? i. Pad - I'm modern, hip. I'm color, I'm Apple Nook - I'm not apple but I'm a step up from Kindle.

THE BIG KINDLE IDEA

NARRATIVE

What is the relevant differentiation for Kindle? Who should it be geared to? 25 -35 year old onthe-go, young professional avid readers What would a successful ad campaign look like for the brand?

Commercial 1 http: //vimeo. com/17505242 Commercial 2 http: //vimeo. com/17508265 Commercial 3

KINDLE GOES NON-TRADITIONAL

Amazon Kindle Public Library Pop up store in the form of a library or a Barnes and Noble bookstore It features hundreds of preloaded Kindles divided into categories of books in different sections (for example, romantic, mystery, biography, sports) Gives people the chance to handle the Kindle and enjoy the serenity of a library reading experience.

Subway Publicity Stunt Subway pulls into station and one of its cars is filled with books, 3500 to be precise People will react to the visual Kindle ads on the outside of the car with tagline “All in one for a lifetime”

Flash Mob 1000 people at Grand central Station, possible deal with Improv anywhere All take out their Kindles All at once read a dramatic passage from “Catcher in the Rye” Acting out scene in the book stresses the narrative

KINDLE AND THE DIGITAL SPACE

Share a highlight/excerpt Connect through Twitter, Facebook, Tumblr accounts, etc. Share a note Voice your opinion on social networking sites Digital book club Host book club forums for specific books Exclusive live chat room sessions & webinars with the authors Get exclusive insight about the book directly from the author

CONCLUSION