Marketing and Sales Plan

“Digital Media aided Education

Platform”

Prepared by
Jyothin Madari
 Agenda
● Market Analysis
● Consumer Analysis
● Buyer, User & Influencers
● Importance & Timing
● Distribution/Channels
● Key Players
● Customer Reach

08/13/2009 2
 … Agenda
● Marketing Mix
● Product
● Placement
● Promotion/Advertising
● Milestones
● References
● List of Publishers &
Distributors

08/13/2009 3
 Market Analysis/Views
“Multimedia in schools, child skills development, IT training and E-learning,
preparatory and vocational studies, though relatively small segments in 2008
are forecasted to grow in the range of 25% to 60% and will together
represent 1/4th of the market.”*

“Educational CD-ROMs – Current market size is $120M mostly in the K-12

space but growing rapidly”*

“Multimedia inside schools is a new wave”*

08/13/2009 4
*Source: NIIT (US) SudeepDas.PPT
 Consumer Analysis
(Buyers, Users and Influencers)
Teachers
(Influencers)

Parents Tutors
(Buyers) (Buyers)

Secondary Buyers
Students
(Users)

Primary Buyers

08/13/2009 5
 Consumer Analysis
(Importance and Timing)
● Students who find the school curriculum difficult
● To get that 'Extra Edge' before exams
● To gear up for the upcoming school year
● New techniques and methods
● Improvement in speed

08/13/2009 6
 Distribution/Channels
(Key Players)
Content
Creators/Providers

Sales Force

Publishers

Retail

Distributors

08/13/2009 7
 Distribution/Channels
(Customer Reach)
● Brick Mortar Stores
● Bookstores
● Stationary Stores
● Video Stores
● Online
● Affiliates

08/13/2009 8
 Marketing Mix
(Product)
● Differentiation
● Branding
● Story telling paradigm
● Concept based
● Readily Differentiated
– Inspire: Lower Grade in School
– Aspire: Higher Grade in School
● Finer level of differentiation: Students grow with
animation characters

08/13/2009 9
 Marketing Mix
(...Product)
● Perceptions: Fun, easy to understand, attractive
characters, concept based.
● Respire: hand-held devices, preloaded with
content

08/13/2009 10
 Marketing Mix
(Placement)
● Demand based
● Exclusive: Upbeat bookstores (Crossword,
Borders, Oxford, etc.
● Selective: School bookstores, University
bookstores, etc.
● Mass: All outlets

08/13/2009 11
 Marketing Mix
(Promotion/Advertising)
● Advertising:
● To increase awareness: TV, radio, outdoor,
magazines, e-mails, newspapers, keyword Internet
search, banners, etc
● To increase interest, educate the customer:
targeted advertising, newsletters, school campuses,
school events, student competitions, etc.
● For trials/demos: Workshops, training programs,
samples to influencers, solicit feedback, sales
promotions, etc.
● To increase loyalty: Viral, refund offers, coupons,
08/13/2009 premiums, contests, PR, etc. 12
 Marketing Mix
(… Promotion/Advertising)
● Trade directed promotions:
● Exhibitions/Conferences
● Education fairs
● Book fairs
● Talent events
● Sponsorship:
● Inter-school competitions (quizzes, debates, etc.)
● Scholarship tests
● PTA meetings
08/13/2009 13
 Marketing Mix
(… Promotion/Advertising)
● Online:
● Affiliate marketing
● Blogs
● Articles
● Indirect:
● Student merchandise: bags, book covers, etc.
● Bundling

08/13/2009 14
 Sales
● Direct:
● Retail stores
● Dedicated website
● Affiliates
● Indirect:
● Bundling with books
● Licensed as a TV animated series
● Virtual classrooms, networks
● Podcast
08/13/2009 15
 Milestones

Product First Sample Product Product

Development Set Ready Ready Launch

Marketing Customer Marketing

Collateral Ready Demo Review

Customer Sales
Distribution Force
Feedback

08/13/2009 16
 References/Sources
● Sākshāt – Wikipedia
● http://www.sakshat.ac.in/
● Book publishers in India – answers.google.com
● Google search keywords - “textbook
distributors”, “textbook publishers”, “virtual
classroom”

08/13/2009 17
 List of Publishers &
Distributors
● McMillan India
● Penguin Books India
● Tara Press
● PHI Learning
● Katha Press
● Atlantic Publishers and Distributors
● Sakshat: e-learning web portal

08/13/2009 18