PARTNERSHIP MARKETING:

A NEW APPROACH TO ENSURE

SUSTAINABILITY IN A DIGITAL LIBRARY

Presented by:

Hilda Kriel
Academic Information Service
University of Pretoria
South Africa

E-mail: krielh@ais.up.ac.za
IATUL
The 24th Annual Conference
Ankara, Turkey
June 2 – 5, 2003

© University of Pretoria
 Business exist 
Create customer value =

Sustainability

© University of Pretoria
 Partnership
marketing

+
Value networks
© University of Pretoria
THE EVOLUTION OF MARKETING

Mass Markets

Customer focus Relationships

© University of Pretoria
 PARADIGM SHIFT

One way Relationships

transactions

© University of Pretoria
 Business exist  Create customer value =

Sustainability

Cost Activities
Relationship
marketing Value chain

Technology
Technology

Value net

Partnership
marketing
Cost Activities Relationships

AIS Sustainability

Marketing Plan

© University of Pretoria
FIVE LEVELS OF RELATIONSHIP
MARKETING

1 Basic Marketing

2 Reactive marketing

3 Accountable marketing

4 Pro-active marketing

5 Partnership marketing

© University of Pretoria
 Business exist  Create customer value =

Sustainability

Cost Activities
Relationship
marketing Value chain

Technology
Technology

Value net

Partnership
marketing
Cost Activities Relationships

AIS Sustainability

Marketing Plan

© University of Pretoria
 GENERIC VALUE CHAIN
Firm Infrastructure
Support activities

Human Resource Management

M
ar
gin
Technology Development

Procurement

Inbound Operations Outbound Marketing Service

logistics /production logistics and sales

in
Books Customised/ Access

rg
coherent delivery
Databases

Ma
information modes
Information environment
products
Journals

Adapted from the model by Porter in

Functional/Primary
Competitive advantage: Creating and Sustaining
Activities Superior Performance (1985) as cited by
Kotler (2000) in Marketing Management, p44.
 Business exist  Create customer value =

Sustainability
Cost Activities
Relationship
marketing Value chain

Technology
Technology

Value net

Partnership
marketing
Cost Activities Relationships

AIS Sustainability

Marketing Plan

© University of Pretoria
 Business exist  Create customer value =

Sustainability

Cost Activities
Relationship
marketing Value chain

Technology
Technology

Value net

Partnership
marketing
Cost Activities Relationships

AIS Sustainability

Marketing Plan

© University of Pretoria
 VALUE NET
Authors

End user Sponsors

Value
Librarians Publishers

Vendors Technologists

© University of Pretoria
 CHARACTERISTICS OF A
VALUE NET
• All the role players collaborate and interact
regularly to co-produce value
• It creates and increases value for all its
participants

• It is focused on the end user and his/her needs

• It is built on relationships

• It is non-linear

• Participants operate within a collaborative,

digitally linked network
© University of Pretoria
 Business exist  Create customer value =

Sustainability

Cost Activities
Relationship
marketing Value chain

Technology
Technology

Value net

Partnership
marketing
Cost Activities Relationships

AIS Sustainability

Marketing Plan

© University of Pretoria
 Client Information
numbers Sources

+20 % +50 %

Rand versus Buying power

Dollar

-75 % -56 %

© University of Pretoria
 WHY ScienceDirect?

• Most expensive information product

• Pricing model

• Not fully utilised

• Cost per article too high

© University of Pretoria
 Business exist  Create customer value =

Sustainability

Cost Activities
Relationship
marketing Value chain

Technology
Technology

Value net

Partnership
marketing
Cost Activities Relationships

AIS Sustainability

Marketing Plan

© University of Pretoria
 MARKETING PLAN
7. Marketing
Programmes
6. Market
8. Critical issues
Segmentation

2 3

5. Marketing 1 4
Strategy 9. Evaluation

4. Marketing Goals Macro

Market

Micro
3. Market Analysis

2. Product
Introduction
1. Executive
Summary
© University of Pretoria
 PRODUCT FEATURES versus
CLIENT BENEFITS
Product features Client benefits
1500 peer reviewed journal Quality information
24x7 Reliable access on and off campus all
Off campus passwords hours
Robust Time saving
Alerts Less information overload

CrossRef and other linking Integrated system

Other products on same Save training time
platform
Browsing/Searching Options for preferences
HTML/PDF
Personalization
Author gateway Publishing possibilities
Publishing guidelines Effective dissemination of own work
Citation information Citation information
Peer recognition
© University of Pretoria
 SWOT ANALYSIS

AIS is an important role player in the UP

S e-University initiative

ScienceDirect e-only option not

W necessarily in accordance with client
preference

UP currently leading SA universities

O in research output. Aim to become
leader in per capita research output

T Price of product Inaffordability

© University of Pretoria
 MARKETING GOALS

Quantitative
• To increase usage by 50%
• Lower cost/article to $3.24

Qualitative
• Optimise all features
• Create publishing opportunities for
[young] researchers

© University of Pretoria
 MARKETING STRATEGY

• To continue with our well established general

marketing initiative via general training, web
interfaces, training brochures, posters, newsletters
and e-mail messages

• To concentrate on four identified niche markets to

take our marketing and ScienceDirect usage to a
higher level

© University of Pretoria
MARKET SEGMENTATION

• NSE 800
1 1st Year students • VET 23
• EBIT 1183

2 Paper lovers • All faculties: 800

3 Young researchers • All faculties: 9700

4 Innovation managers/
• All faculties: 22
teaching consultants

© University of Pretoria
 MARKETING PROGRAMMES:
Product
E-only generation Searching, articles immediately
available, logical place to start,
combine with Scirus
Paper lovers Alerts, (TOC and subjects),
additional content, browsing,
customisation, PDF
Pyramid climbers Alerts, Citations, author gateway,
searching, SD subject specific
portals
Innovation Modern features, tool to drive
managers and innovation
teaching
consultants
© University of Pretoria
 MARKETING PROGRAMMES:
Promotion
E-only Group training, bags, screen savers, SD
generation splash, word of mouth, posters SMS
messages, self help training program,
lecturers, tutors
Paper lovers Personal training sessions, campus news,
SD splash, brochures, departmental
meetings, e-mail, listserves
Pyramid Training workshop for authors, posters,
climbers e-mail, listserves, COP’s, UPeTD
(e-thesis), word of mouth
Innovation Personal contact, campus news, listserves,
managers and e-mail, teasers, newsletters
teaching
consultants
© University of Pretoria
 MARKETING PROGRAMMES:
Value proposition

E-only Empowerment
generation
Paper lovers Convenience

Pyramid Recognition
climbers
Innovation
managers and Innovation
teaching
consultants

© University of Pretoria
 RESULTS

ScienceDirect: Article Downloads 2002-

2003
20000

15000

10000

5000

0
January February March April Average
2002 3386 7247 8645 8944 5320
2003 7682 14249 18411 15413 10970

© University of Pretoria
 VENDOR - Elsevier
NEEDS VALUE ADDED BY WHOM

Sell product to make Acquire funding to buy library specific products Library
profit
Prove ROI Increased usage Library and end
users
Feedback for product Identify attributes/benefits to increase the Library and end
enhancement and effectiveness of their market offer to target customers users
development
Knowledge of the end user Library
Become part of the Information literacy and product specific training Library
information environment
of end users and the Product and knowledge chain Library and end
preferred product (value users
proposition) Provide IT infrastructure for students Library

Integration into work processes of end users Library and end

users
Links from relevant Websites Library

Make product accessible at point of need Library

Rights management Library
Integration into work processes of end users Library

Market growth Create a future market – develop lifelong learners Library

Change management (from paper to electronic) Library

Promotion Library and Vendor
Access to end users Communication channel (info and updates) Library
Local CRM Library
© University of Pretoria
 LIBRARY -
Academic Information Service
NEEDS VALUE ADDED BY WHOM
Quality information Peer review, editing Publisher
Systems integration CrossRef Vendor
One interface for many titles
24/7 access Provide access via web access Vendor
Library friendly Manuals, Help function, Brochures, Vendor
system – less Tutorials
training, self help
Simultaneous usage Unlimited access Vendor
Continuous update Provide infrastructure and technology Vendor

R&D
Interface with other One stop service with publishers and Vendor
partners of the authors (negotiations, problem solving)
value net Optimise technology
Affordability to Partnership marketing Vendor
sustain subscription Customised business model
Management Reports Vendor
information © University of Pretoria
 END USERS
NEEDS VALUE ADDED BY WHOM
24/7 access Web access Vendor
Off-campus access Rights management Library
Just-in-time Available at point of need Library
information
Timeless, pre-publication Vendor
Easy to use Intuitive interface Vendor
Training Library
Manuals, tutorials, brochures Vendor
Human interface Library
High tech – High touch

Useful end results Reputable Journals Vendor

Training Library
Customisation Vendor and Library
Personalised features (Alerts) Vendor
Help against Special features (Subject specific Vendor
information portals, customisation, alerts)
overload
© University of Pretoria
 ACKNOWLEDGEMENTS

• Prof J De Wet, University of Pretoria

• Academic Information Service

• Elsevier

© University of Pretoria