Professional Documents
Culture Documents
Bucharest
2016
Table of Contents
1.
2. Objectives............................................................................................................................................ 4
3. Market................................................................................................................................................. 4
4. Ways of promoting and selling childrens books ................................................................................ 5
4.1. Online Media Marketing .............................................................................................................. 5
4.2. Partnerships and collaborations .................................................................................................. 7
4.3.Indoors and outdoors actions ....................................................................................................... 9
Conclusions and recommendations ...................................................................................................... 10
Bucharest
2016
1. Company description
Cutiuta cu povesti is a new company on the story book market offering a fresh approach to
the traditional children books. They are a young and ethusiast team and their products adress
to children with ages from 3 to 12.
The company aims to offer the client an exquisite experience while reading, to make it
interactive with games and enigmas and also to publish texts and stories full of witt. They
want their stories to be meaningfull, to tactfully portray social instances and to be a starting
conversation point between parents and children, brothers and sisters, family and friends.
The idea was born due to the love of reading of the entrepreneurs and due to the fact that they
want to bring somthing unique to the industry by making customized books.
Cutiuta cu Povesti is offering:
An interactive reading style
The books are highly interactive (they include games, puzzles, mysterious questions,
hidden characters, secrets waiting to be discovered, etc.) because reading is not a simple
act of tracking a text, but an experience to which the reader fully participates. Writings
addressing a playful, casual style and a language easily accessible to children, but not
limited, are favored.
Various Themes
The team is proud that its stories are so diverse. The subject matter is very important, but
should not be neglected the presentation thereof. Along with everyday topics, there are
also encouraged themes that are less discussed in children's books, such as the Universe,
physical and chemical phenomena, issues of gender equality etc.
Customization
In order to provide a personalized experience Cutiuta cu Povesti has developed three
strategies :
1. Changing names, gender and other aspects for the reader to feel that the story is
a character himself.
2. Modularity (the story has a main theme, but there are several pre-written scripts
from which the buyer selects the desired ones). This option assumes that the buyer
influences decisions of the storyline ( be it the final version to be printed or
storyline in digital format).
3. Designing an entire story given a specific reader.
Informational & Educational Scope
Cutiuta cu povesti aims to help young and old readers to discover many fabulous things
about the world by delivering them in a playful form, not as a boring lesson. They support
initiatives from writers who did not forget that information itself is not worth much if the
reader fails to create connections and does not provoke more questions than they provide
answers.
Bucharest
2016
2. Objectives
From our perspective, Cutiuta cu Povesti is a type of business with many opportunities for
growth, and new ideas to implemen. Thus, the most appropriate path is to build a strong
marketing strategy in order to have a favorable business growth in the near future.
The objectives we suggest for the company to consider when implementing the marketing
strategy are the following:
3. Market
In order to be able to propose an efficient new way of advertising children books we must
first get to know the market.
The direct competitors on the market are:
Cartea Copiilor Publidhing House
Bebelibrarie.ro
online bookstores which sell a variety of books including story books for children.
The strongest at this moment on the market are: libris.ro, librarie.net, okian.ro,
librariaonline.ro;
other competitors are the giant online shops on the Romanian market such as: emag.ro and elefant.ro;
well estabish publishing house with their own shops: Humanitas, Art
Bookstores chains such as: CLB, Carturesti, Diverta
Bucharest
2016
Although all those exposed above are to some extent the competitors of the company we are
analyzing they do not offer the customizing services that Cutiuta cu povesti offers to its
clients. Thus, through allowing their customers to put thier personal stamp o the products, the
firm is unique on the market achiving its competitive advantage.
Moving on, in order to understand the size of the market we must also consider the
demographics of our target consumers.
Presently there are 3.99 millions children in Romania with ages between 0-18, representing
approximately 21% of the total population. For further understanding here are the statistics
for the age groups:
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Considering that the age group to which the company addresses its products is 3-12, we can
say that they have an approximate pool of final consumers of 2.2 millions. Of course not all
these children parents will be intersted in buying story books and a lot of them do not even
know about the company and its products and serivices. However, it is important to know to
how many customers you can potentially address your offers. The market can be further
segmented using the parents` income, the accesability to internet (all the books are sold
online) and so on.
In order to be able to measure the performance of the business, as well as the success of the
marketing plan, there are some metrics to be considered:
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Blog
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Write book reviews or teaser copies with a link from the website, to buy the book
Approach aspiring writers to write a book review
Twitter
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Instagram
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Post pictures of the books youre currently reading or that are thought to be an
inspiration for themed books
Post pictures with the new created books and stories
Post pictures on how its made for the illustrations
Bucharest
2016
Bucharest
2016
Park stand
We know that children are very likely to be in parks during spring and summer, thus we
thought that it would be a good idea to develop a selling point, lets say, in the crowded areas,
as the parks, in which we can expose the books, interact with children and parents, organize
little events and contest, and so on.
Thereof, we think that the consequences will be favorable, the compnay being absle to
increase brand awareness and increase sales, wchich is the goal of the marketing actions.
Brand Mascot
Bucharest
2016
Such a campaign can help a lot both for the company and the children, as well as the persons
involved in developing the project.
Bucharest
2016