AGATHA CHRISTIE PROJECT 2012/2013
SUMMARY • Editorial plan Launched books 2011 Books to be launched 2012/2013 • MKT plan • Distribution chains Avon Coleção Saraiva • Business model – Consigned • Financial issues Avon Royalties
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BOOKS TO BE LAUNCHED | 2012/2013
Box with 3 books about Miss Marple.
Box with 3 books about Monsieur Poirot.
Box with 3 books about the Mary Westmacott pseudonym
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BOOKS TO BE LAUNCHED | 2012/2013
Inclusion of 2 titles into the 100 Million Readers collection 100 MILLION READERS COLLECTION Reissue of major global bestsellers with economic prices.
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MKT PLAN Boxes and hardcover
100 Million Readers collection
• Acquisition of spaces for display of the books in the main bookstores
• Exhibition of the title with the other books of the collection in the bookstores
• Disclosure tabloids of the major booksellers
• Inclusion of the title into every announcement of the collection’s media plan
• Advertisings in reading newspaper • Advertisings on bookstores websites
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DISTRIBUTION CHAINS AVON
• Brazil’s biggest door-to-door distribution channel; • 1,5 million dealers; • Reaches 2,000 towns; • Range area out of the major bookstores catchment area; • Class C and D target; • Books in special formats with reduced prices; • Catalogue replaced every 20 days
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BUSINESS MODEL CONSIGNMENT
• Is a Brazilian market practice, established by more than 80% of the national bookstores; • The publishers provide its products to bookstores and distributors, that at the end of the month, send statements of the books sold to the public; • The unsold books, in the month, remain with the bookstores until the stock is sold out. The unsold books may be returned to the publishers with no payment.
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FINANCIAL ISSUES AVON
• The retail price of the books is defined by Avon, with no interference of the editor, with very aggressive prices; • The model establishes the Avon receives consigned books of the editor of approximately 1/3 of the value she will set as final retail price. • Avon’s huge print run turns this sales channel very attractive for the editors. • The only way to make the sales possible for Avon is through the royalties based on the net recipes. Such model is practiced by all the publishers, instead of calculating upon the retails prices. This is the reason why the mentioned difference was caused.
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