Segmentation strategy in Library

DIFFERENTIATION STRATEGY FOR MARKETING OF LIBRARY AND INFORMATION

SERVICE PRODUCTS

BYMrs. Rosalien Rout

UGC (JRF)Department of Library & Information

Science University of Calcutta

&Prof. Pijushkanti Panigrahi.

Department of Library & Information Science

University of Calcutta

OUTLINE OF PRESENTATION

Introduction

Concept of Marketing & Marketing Strategy

Need and Types of Marketing Strategy

What is Differentiation Marketing strategy?

Need of Differentiation Marketing strategy

Application of Differentiation Marketing strategy in LIS centre

Benefits of Differentiation Marketing strategy

Conclusion

Introduction

Marketing of L&I products is not at all a very new concepts to us. But tremendous advancement in the information and communication technology, use of internet and web technology, availability of more digitized information, open access system have greatly influenced the marketing environment and simultaneously the information seeking behavior of the library users. Now the old concept of marketing “Making a sale—“telling and selling” changed to new one that is “marketing for Satisfying customer need”

Introduction…… In a new environment of marketing Libraries are not only the means for

getting information. There are many New gateways for getting information product and services are available. Again Information products and services are available in multiple formats and new generations of users are making new demands on library service provision. Therefore the existence and value of the library is being called into question. These factors demand library and information professionals should be more competitive and alert. To face the competition arise in the existing web environment, they should apply various marketing strategies for marketing of their service products. As marketing is an important weapon for handling competition.

They should explore the new marketing strategy towards attracting users as well as cost recovery potentials for their survival. Libraries must change according to changing market conditions. Their main focus is the user, and the goal is user’s satisfaction. Therefore, users' priorities, expectations and needs have been taken into account seriously while adopting any marketing strategy

Marketing

Marketing is the activity, set of instructions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

The analysis, planning, implementation and control of carefully formulated programs designed to bring about voluntary exchanges of values with target markets for the purpose of achieving organizational objective. (Weingard)

Steps Involved in the Marketing Process Understand the customer need and wants

Design customer driven marketing strategy

Construct an integrated marketing program that delivers superior values

Built profitable relation ship and create customer delight

Capture value from customers to create profits and customer quality

Marketing Strategy

Concept of marketing strategy: A strategy is a pattern or plan that integrates an organization's major goals, policies and action sequences into a cohesive whole.“

(Mintzberg, H., Quinn, J., Ghoshal, S. The Strategy Process, 1998 , p. 25)

It is the selection of a course of action from among several alternatives that involves specific customer groups, communication methods, distribution channels, and pricing structures

Importance of marketing strategy in LIS centre

It helps in setting goals and objective for marketing LIS product/services

It helps in proper assessment user category, what services they want now and in the future,

and what benefits they are seeking.

An analysis of the library's strengths and weaknesses.

An assessment of the strengths and weaknesses of competing library and information

agencies.

An understanding of what the real differences are between their organization and the

competition.

An action plan that draws on this understanding of the marketplace and sets out measurable

actions to achieve the objectives.

Types of Marketing Strategy

Therefore to be successful library and information centes must engage in formulating appropriate marketing strategies. some of them are……

Market segmentation Market targeting

Differentiation Positioning

Differentiation Marketing strategy

The differentiation (also known as product differentiation) is the

process of distinguishing a product or offering from others, to make

it more attractive to a particular target market.

According to Charles W. L. Hill and Gareth R. Jones “Differentiation

is a competitive business strategy whereby firms attempt to gain a

competitive advantage by increasing the perceived value of their

products and services relative to the perceived value of other firm's

products and services

Differentiation consists in distinguishing the product or service

offered by an organization, in other words, creating something that

is perceived organization wide as being unique.

Differentiation Marketing strategy cont……

It is the process of creating a

competitive advantage by designing

products, goods or services to satisfy

customer’s need

Differentiation is process of adding

more meaning to the product by

highlighting different attributes of the

product.

How to differentiate

Differentiate any product or service from others in

Distribution channelsImage &Symbols

Purpose &Performance

Quality

Form &FeaturesTimely delivery

Technical facilities

Style & design

Staff & Atmosphere

Need of Differentiation Marketing Strategy in LIS Centres

It give competitive advantage to LIS centres.

It helps in Promotion of products or services in large extend .

It helps to distinguish their existing product or services by creating additional value and uniqueness to it which helps to be face the new challenges .

It help to attract more patrons towards library.

It helps to make positive image and create a brand for library.


In library and information centre’s we can bring differentiation in L&I product or services by

applying the following differentiation types

Differentiation in physical facilities: We bring differentiation in libraries by

providing conducive learning environment and additional physical facilities for its users .

For example : Providing information through CDs, DVDs, using different computer

software, internet access through Wi-Fi, adequate storage facilities, meeting rooms,

dedicated exhibition space, introducing credit/debit card payments in libraries to help with

income collection etc.

Differentiation through Quality services: For creating differentiation emphasis

should be given to quality based services. We can add quality by providing appropriate,

accurate and consolidated form of information to the users. The explosion of electronic

information resources underscores the needs for LIS professionals to research, review,

evaluate and select authoritative sources to assist users seeking information. So for

providing more specialized and personalized information services, the library staff should

be able to search information from different sources either from available reference

sources or from the internet, and repackage that specific information according to specific

individual request, thus providing value-added services.


Differentiation through mode of delivery of services: By modifying or introducing new way of delivery system, we can create differentiation and attract users towards library. As the World Wide Web (www) has changed the environment for information delivery. So the modern library should be equipped with latest technologies which make delivery system more effective. For example : For providing information we can use ask-librarian desk, web-OPAC, blog, wiki, social networks like face book, instant messaging(IM), Offer RSS feeds which keep users updated on new additions, Some libraries are using iPods or mobile phone for delivering different services.

Differentiation through accessibility: Library & Information Science professionals should meet users where they are and not wait for users to come to them. Because the current generation of library users wants their information available in one place at the one time. They want information brought to them with minimal effort and timeliness. They want just-in-time service, just for them only. So by providing services at any times and in any places which are convenient to users (24 ×7) we can satisfy users need effectively and bring some differences.


Differentiation through promotion of services: Promoting service is a vital component of service delivery. Libraries must promote its services through various forms of advertisements so that library users are aware of new services. The library should come up with attractive and innovative brochures, leaflets and posters, which advertise its services and resources being offered. It should advertise its services in the internet, newspaper, magazine, TV and radio. Seminars, open houses, newsletters are all possibilities to be used. Similarly library websites have very significant role in marketing and promoting library services. So by adding some new features like exhibits, press releases, complaints/suggestion boxes, newsletters and other library publications, friend groups, publication from outside the library to the library website we can bring differentiation. Another important key promotional strategy is branding and badging, which should be used by libraries to ensure that services are marketed effectively. For this they can use logos, unique selling propositions, and slogans. For example

The British Library (www.bl.uk) has taken as its slogan “The world’s knowledge”.

OCLC’s Worldcat (www.oclc.org/worldcat/) describes itself as “Window to the world’s libraries”


Differentiation by introducing new Product or services: It implies that for creating differentiation we should make the product or service unique and desired. For this we have to consider different product /service characteristics such as target group, type of service, type of material, quality of information, and its accessibility and so on. Also we should compare the new product/ service characteristics significantly different from those of existing product / services. After that we can introduce new and improved service with additional features or benefits which fulfill user’s need effectively.

differentiation through Location(s): The location of library and information centre is often a very important factor particularly for service selling directly to the user. Location should be chosen with care, preferably in an area near user’s traffic. It should be located in a visible, convenient, and accessible place. The location will directly influence other decisions, such as marketing, service distribution, and even product selection


Differentiation through Staff support: Library cannot understand users’ needs, tastes, interests etc. without listening to them and services without user’s interest will be a mere wastage. Therefore, library staff should stay close to users. As being responsible for the quality service to the users both the technical staff and frontline staff in the library should act professionally. The personal qualities of LIS professionals like attitudes, habits and social grace, willing to do work should be developed and be user friendly .They should be alert enough towards new challenges and possess the quality of adaptiveness and preparedness. They should have expertise with the product, on which user can rely. Services must be provided to the users in a most effective way. Users must be treated well, informed well and acknowledged well.

Differentiation by conducting user centric Programs: To retain its existing and attract new library users, regular user orientation programs should be conducted. It will help to promote users interest towards different services of the library, identify their actual information need and proper utilization of the different library resources. Systematic user education programs on the use of new IT based technologies can be introduced. The program will include basic information handling skills, use of varieties of library resources including IT products, literature search by navigating

Benefits of differentiation Strategy in LIS Centers

Applications of differentiation strategies have greater benefits mainly it creates lines of defense against Porter’s five forces: rival competitors, buyers, suppliers, potential entrants, substitutes. However, the following symbiotic concepts may be adopted here for librarians to face the challenges from other Libraries/Information Centers.. Here lies the benefit of differentiation strategy which will help Librarians for ‘Survival of the fittest’.Challenges from Competitors: Generally the differentiation strategy provides insulation against competitive rivalry or fight. But in case of LICs, we always expect healthy competition among sister libraries. LICs can adopt differentiation strategy for the purpose of sustaining themselves and winning the race in the competitive market. Therefore, they regularly attempt to promote their product or services by bringing some changes/ modifications in their existing product or introducing any unique products or services which help in attracting users. For example library website, it has very important role in promoting library services, if we can make use of it unless simply a library OPAC by including in it library rules, subject based directories, important links to access online resources, new arrivals as well as providing facility for online reservation, we can attract more users.

Challenges from new technologies: Differentiation strategy help to reduce the problems arise due to technological advancement. In the present scenario any LIS centre without a highly differentiated product may find it difficult to increase its users, since these users will have numerous other ways to get products or services from another competitor/LICs centre. Hence, to produce new form of product or services library and information professionals are frequently interrelated with new technologies being required for them. They are regularly updating their skill and competency to stay in the competitive market.

Benefits of differentiation Strategy in LIS Centers

Challenges from substitute products or service: Any LICs centre reduces the threat of substitute product or service by adding values to their existing products or service. Either by changing its delivery style or bringing any modification and making its uses more attractive than creating substitute products. For example If any library don’t have adequate facility like IPod and smart mobile phone to deliver current awareness service (CAS) to its user then they can attract users by adding some values to their existing CAS system. They can provide more appropriate, accurate and relevant information which can satisfy users need perfectly without wasting their much time in searching.

Challenges from library users: The basic purpose of the library is to fulfill the user’s need. But now-a-days users are changing in their use of libraries. Their needs are multifaceted and multidimensional. Usually they are interested in visiting that LICs where they found more specialized and pinpointed service or information .Differentiation strategy helps LICs to face the challenges pose by different kinds of users by provide highly differentiated product. For this reason LIS professionals are continuously involved in assessing different kind of user’s need and tries to fulfill it. For example in this digital environment users are demanding more accurate and consolidated form of information without wasting their time, therefore the solution for this is providing different kind of online services like auto alert service by email, online newspaper reading service, auto overdue reminder service etc.

Library Service

Conclusion Library has to keep pace with the ever changing user needs that are

influenced by the expanding innovations in information creation and dissemination via the internet. Due to these technologies based developments increasing number of users are turning into solely networked users and rarely visit the library in person. Therefore, it is only viable that library and information centers begin to develop and implement dynamic differentiation strategy in providing information services to the users. The threat posed by the internet and WWW can be challenged only by adopting differentiation strategy to market and promote the library to its community. So LICs in responding to new user needs must think innovatively, plan strategically, develop new products, improve their facilities and market and promote the products provided. For the library to remain competitive, or even more fundamentally, to remain relevant, it has to change its image. A library that can survive and thrive in the digital age is a knowledge-technology based social structure.

Example of Libraries



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Segmentation strategy in Library