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Here is a presentation from my Strategic Marketing class on Lulu, a self publishing book company.
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Shine a Light on Your Work
Presented by: Natacha YarbroughInstructor: Prof Jan Ahrens
Class: Marketing 860Due Date: July 25, 2010
Market Segments & Targets
Authors with limited financial resources Authors lacking in global “name recognition”
Market Segment & TargetsGeographic - Online service provides global
assistance
Demographic –Writers publish a variety of topics
Psychographic – At Lulu, “everyone is a writer”
Behavioral – Services offered are “as needed” based on consumers needs
Branding(Brand Elements)
Lulu logo is simple and memorable
Lulu offers a variety of publishing choices
Branding(Brand Elements Con’t)
Affordable marketing services available
Free ISBN through Lulu for exclusive publishing rights
Branding(Secondary Associations)
•AmazonAmazon partnership assures authors of mass exposure
•AppleBooks can be downloaded to Apples’ IPAD
Branding(Possible Brand Extensions)
The “Lulu Reader”
Lulu has an established customer base
Distributors may cancel relationship due to competition
Lulu “brand” name not established globally
Brand Positioning(Points of Parity)
Zero to low start up
costs
No minimum order number
80/20 reven
ue split
Brand Positioning(Points of Difference)
Product Differentiation
• Customization• Authors can choose hardcover or paperback• Authors can design their book covers
Services Differentiation
• Ordering ease• Authors can access their accounts online• Authors can utilize “live chat” for immediate feedback
Brand Positioning(Five Forces)
New upstarts in a slow economy grow faster
during a recession(Threat of Mobility)
As technology increases, consumers
may be able to do their own publishing
(Threat of Substitutes)
Online access gives buyers
numerous choices(Buyer power)
Large suppliers can cancel association
(Supplier power)
Technology makes it easy for competitors
to offer the same services (Segment
Rivalry)
Product Life Cycle
Growth Stage#1 publishing company
for self published authors
Lulu viewed as “brand” model for competitors
Variety of services offered related to
publishing
Product Life Cycle
Establish a YouTube channel
Publish well known authors for more visibility
Extend self publishing to more countries