A Marketing Strategy for SONY E - Reader in France.

1. SONY READER DOTZEVA Milena, KASNAK Sukran KLAPPAS Panagiotis, MATHUR Bhuvan, MORVAN Cecile

3. Agenda Product Competitors Idea Content Distribution Communication

4. Agenda

6. Agenda

7. Value Curve

8. Product Benchmarking Features SONY Reader Apple IPAD Amazon Kindle Barnes& Nobles Nook Booken Cybook Versions Pocket, Digital, Daily Wi-Fi ,Wi-Fi +3G Kindle1,2, DX Nook Opus, Gen3 Accessories Cover with reading light,screen protector Keyboard Dock,case, dock,camera connection kit, USB power adapter Cover, Light,earphpne,adapter, skin, Cover, Back&Frame, Light,Rec.Battery,USB cable, Mobile SD card Protection sleeve, USB cable, memory card, frame Backlight No Yes No No No Touch Screen Yes Yes No Yes No Weight 7.8 Ounce 24 Ounce 10.3 Ounce 12.1 Ounce 5.3 Ounce Memory 512 MB 16-32-64 GB 2 GB 2 GB 1 GB Color option Yes No No No No Extra Features Music, photos,notes Music, videos, photos,e- mail, Accessibility Free Access to Wiki, Sharing, syncing, Sharing, syncing, Photos Photos, music Battery Life 2 weeks 10 hours 2 Weeks 10 days 2-3 weeks Connectivity Wi-Fi, 3G(New) Wi-Fi ,Bluetooth ,3G Free Wireless (Free)Wi-Fi on stores,3G No (Mob. Phone Tech), 3G

9. Current Price M iddle range reader .

10. Competitors Distribution: Apple Online Store, FNAC (soon) Apple Retail Stores Distribution: Amazon.com Online Kindle Store Distribution: Barnes&Noble online store ( not for sale outside U.S), Amazon.com (inter), BN stores Communication: Apple.com, Online Social Communities, Blogs, Special Events,Press, Commercials Communication: Commercials, Amazon.com , Online Social Communities, Blogs , Press Communication: Commercials, www.barnesnoble.com, Online Social Communities, Blogs ,Press, Content: E-Book, e-mail, music, video, newspaper, photo, magazine, itunes, maps, calendar Content: E-book, newspaper, magazine Content: E-book, newspaper, magazine, Audiobook, photos

12. Points of Parity/ Difference Competition with US Brands: Sony v s . Apple

13. Points of Parity/ Difference Competition with other US Brands: Sony v s . others

14. Consumer Perceptions The iPad will be the new media device that sets the standard for all publishers and developers around the world Honestly, I think I will use it mainly as an eBook reader and also as a mobile internet tablet Instead of a laptop . I think it will be more convenient , as far as size goes. 3G data will be cheaper as well. F acebook, youtube, games, web, app lication s, music, vid eo s, pic ture s that what I will use O n plane flights as a movie platform it will be nice as the screen size is great and so is the battery *Quotes from online blogs and interviews MEDIA DEVICE

15. Consumer Perceptions CYBOOK SONY Batterylife: several weeks of normal use (consumes no energy when displaying a page ) T hough the Sony Reader Pocket Edition is heavier than the Opus and has fewer font options, it is similar in size and costs less Comfortable : Read in all conditions – indoors or outdoors, even in direct sunlight Simple : Easily downloads titles by connecting to a computer’s USB port (PC or Mac) “ I just love the touch screen and the backlight ” The design is “ boxy, clunky and old school 80s!” The ability to change the font size on any page USER FRIENDLY Strong and Sturdy

16. Points of Parity/ Difference Direct Competition: Sony v s . Cybook

17. Consumer Perceptions NOOK KINDLE L ove to listen to music as reading Easy to read : E -ink screen very easy on the eyes for extended periods S horter battery life than kindle Great interface, color touch screen, expandable memory, mp3, pdf, wi fi , 3 G , after update fast!!! Would recommend to anyone looking for a quality e-reader at a reasonable price. Too many features and difficult to use Easy downloads Low E Book Prices “ You don't have to go to the library or the bookstore or wait for a book to arrive in the mail, you simply download it” “ sophisticated” and “elegant” looking “ I really look forward to a touch screen , colour display and faster speed” SCREEN FREE WIRELESS

18. Percep t ual Map DESIGN SIMPLICITY LOW PRICE HIGH PRICE Just Price Good Features Higher Priced for the current simple features Great Features but expensive Just Price Good Features Low Price Simple Design

19. Agenda

20. Experience

21. Target Market For Newspapers and books For books and general content For school books and leisure

23. Distribution Strategic Intentions

24. Concept Story Heavy School Bags : Destroying Childhood Kids struggle with the weight Empowering the Kids with the SONY E Reader Educate your kids in a healthy way

25. Concept Story Remember when you had to carry the weight of your favourite books when you travelled? And the additional Duty you had to pay at the airports SONY E- Book Reader “ An affordable Solution ”

26. Concept Story Remember when you didn‘t know how to make your child comfortable and happy during travelling Take care of your child’s education or lull your angel to sleep, while travelling SONY E Book Reader with audio story teller and an education pack Be sure you maintain your kids’ smile :)

27. Agenda

28. * Based on a consumer research Content

29. Content

31. Agenda

32. Product Distribution

33. Distribution & Targets

35. Pricing for Libraries and Schools

36. Pricing Models for Schools and Libraries Analyzing e-book pricing options and models based on FinELib e-book strategy Paula Mikkonen The National Library Helsinki, Finland 19 € : Paper book 15 € : e-book

42. Loyalty Tools

43. Agenda

45. Proposed Ad. Concept

49. Thank You