Strategic Team:
Ben Simpson – Jack Kerouac Fan
David Hoefer – R.L. Stein Fan
Creative Team:
Jessica Quattrini – Shel Silverstein Fan
Corey Caudill – The comic book fan
Andrew Puga – Richard Matherson Fan
Sophia Dipersio – Tim O’Brien fan
1. Sense of the Product – Strengths/Weaknesses 2. Competitive Landscape 3. Market Research 4. Target Consumers – Prototype Profiles 5. Conventional Ads in the Category 6. Creative Strategy 7. Closing and Questions
campaign objective is to position the Kindle as a must have The device for high school graduates entering college by promoting how it puts hundreds of thousands of books at your fingertips and helps academic success. campaign will target parents as the primary buyers and students The as the primary users.
By acclimating kids to the Kindle right out of school, during the
time they are forming their buyer behavior habits they will use as adults, we aim to create lifelong eBook customers
Product Strengths -
Memory for 3,500 books Cheaper then print
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Direct download
Product Weaknesses -
No memory expansion No color
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Limited internet access
•Sony Readers •Barnes & Noble Nook •Paper books •Fringe competition
Where does Kindle stand?
Target Buyer -
Parents of High School Graduates Affluent, 46 year Old Wants the best for their child
AND Target User -
High School Graduates
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Technology Driven
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Educated
The most books available at the lowest prices, delivered instantly and effortlessly into the palm of your hand.