The Product Product: EJW Library TXWES READS 2018 A: Primary features/benefits in order of importance Feature 1) Reading 2) Discussion 3) Free Food
Benefits 1) Relaxation, Higher Test Scores, Improved Memory 2) Improved empathy, more active community member 3) Not having to pay for food
B: Exclusive or unique product (service) attributes: The reading with discussion is only offered by TXWES READS outside of the classroom. It gives scholars the opportunity to discuss how literature relates to today’s society at events on campus. C: Can product claims be substantiated? Yes, it can if people look at other clubs, events, and organizations on campus and compare it. D: Parent company name important? Why? Eunice and James L. West Library gives TXWES READS credit since it is a college library hosting a literature discussion. E: Brand value: No brand status The Consumer A: Demographics: Texas Wesleyan University college students, both male and female, 18-25 (with a mix of older college students), Fort Worth area B: Psychographics: overworked, close-knit, looking for incentives to do things, like free things, working to complete degrees/qualifications C: Needs fulfilled by buying this product or service: relaxation, free food, shirts, etc., improved community relations, memory, and test scores The Marketplace A: Major competitors/rank in the market/market share Other student organizations that meet during free period Students working off-campus at the time or work due at the time Student exhaustion/naptime Lunch off-campus B: Competitive advantage/disadvantage of the product (service) Competitor
Our advantage/ (disadvantage)
Other organizations/clubs to event
only occurs monthly/bi-monthly so less time commitment/ less loyalty
Work/Classwork work
can be fun and relaxing than work/ time lost that could have been used for
Naptime loss of sleep
can be more fulfilling use of time gaining knowledge, connects, and free stuff/
Lunch off-campus
free food that can still be from off-campus/ loss of choice of food
C: Position of product (service in the market) Newer product/service has some advantages, but also some disadvantages D: Pricing position Low cost/ No cost Creative Strategy A: The “One Thing�: Reading Ramily B: Significant facts or statistics "Studies show that reading for pleasure reduces stress, heightens empathy, improves students' test scores, slows the onset of dementia, and makes us more active and aware citizens." -NEA Big Read (used by West Library)