The presentation was performed for the e-commerce subject of HULT International Business School Master of Digital Marketing program on June 2011. We had a great team of Olli Lainto, Betty Broines, Martha Tolosa, Eduardo Hauck and Satomi Hisamoto as well as a great mentor Professor Ian Jindal. Thank you very much!

1. Consulting Report

4. Competitive Environment Porter’s 5 Forces

5. SWOT

8. What's the base of it? Greener grass for the cattle

9. Point and Shoot cameras challenged to survive the Smartphones Sales decreased from $2.4 billion in 2008 to just $1.9 billion in 2011* Big brands are facing this challenge and coming out with new solutions *Market Research NPD group

12. STEP 1: Setting up a new cow Proposition Brand image Channel logistics New idea Inventory management

13. New Proposition Various, diversified products to non segmented customer Focus on an specific range of cameras and equipment for a particular segmented target. Jessops has a established position in the UK market Exclusive offer only from Jessops Technical advice reputation

14. “ Your first professional camera”

15. Target: Young professionals 21- 35 years old, who are looking for a camera better than their mobile phone. Online : Campaign Offline: -Newspapers -Tube (touristy stations)

16. Changing logistics Centralise to flagship store in London to optimize volume traffic in both online/offiline shop Online customer In-Store customer

17. Marketing Jessop's image will transform from a simple retailer to the bridge between customer and brands. Making the customers to visit the flagship store to touch and feel the product (experience).

19. Other channels Trade - in platform channel 1. A seller bring in the item to sell to the store. 2. Receive cash credit to purchase from Jessops products. Jessop’s role: Product Assessment Provide warranty - 2nd hand buyer (2 years).

20. STEP 2: Paint the cow pink

23. STEP 3: Milk the cow

24. Beginner Professional Start. By taking a picture with a camera (mobile/digital) and upload it. Progress . 1. Purchases at Jessops 2. Measure photographic activity online: pictures uploaded on social networks, comments. 3. Get points 4. Progress: Jessops unlock content. Offers additional equipments 5. Developing skills in photography. Professional Photographer path’s life

26. Sales relates Awareness Measurement KPI’s Actions Business Performance Average order value Sales per channel (value & volume) Profitability (% of operational sales) Days of Inventory No. of out of stocks Order Conversion rate per online campaign Traffic from offline to online Jessops market share UK DECREASING Find out problems and review segmentation strategy accordingly . Segmentation Performance DSLR share of sales (value & volume) Jessops DSLR market share UK Target Demographic (% of total customers) ON TRACK Continue with plans and use KPI’s to spot business oportunities Customer Engagement K factor (viral factor) Monthly and daily active users for the website and game New to returning users ratio Average monthly revenue per customer ABOVE EXPECTATIONS Consider extra investment to accelerate expansion and capture quick win opportunities.

28. Thank you!

29. Satomi Hisamoto Beatriz Briones Martha Tolosa Olli Lainto Eduardo Hauck