Corporate Profile 47Billion Information Technology
Vynogradska Nataliya
1. MARKETING STRATEGIES:
WEST VS EAST
«Bookclub «Family Leisure Club» -
Western strategy on the Ukrainian market
Книжный Клуб «Клуб Семейного Досуга» @ Наталья Виноградская Trade mission in Ukraine, 20-21.09.2012.
Book ClubКлуб «Клуб Семейного Досуга» 2009/апрель
Книжный «Family Leisure Club» 2009/march
2. СОДЕРЖАНИЕ
Company profile
Marketing strategy
5 differences in marketing: West vs East
Книжный Клуб «Клуб Семейного Досуга» @ Наталья Виноградская
3. Company profile
Bookclub in Ukraine:
Established in year 2000 LATVIA
from 2004 belongs to Bertelsmann LITHIANIA
AG, Germany
Russia
Belarus
Head office of FLC Group for
businesses in Ukraine, Russia,
Belorus POLAND
Kharkov
the biggest publishing house of
UKRAINE
Ukraine 46 M
SLOVAK
REPUBLIC
serves 1.7 Mio club members
ROMANIA HUNGARY
manages 80 retail club shops MOLDOVA
manages FLC group distribution
center
Книжный Клуб «Клуб Семейного Досуга» @ Наталья Виноградская
5. Marketing strategy: Unique product
Yearly Book Club releases 400 new exclusive titles and 1200 republications
Of bestselling ukrainian and foreign authors
2011 bestsellers
Author: Vasyl Shklyar Luko Dashvar Marie-Bernadette Dupuy Romain Sardou
Title: Zalyshenets Selo ne ludy L'enfant des neiges Pardonnez nos Offenses
Cps sold: 110 000 60 000 280 000 220 000
Книжный Клуб «Клуб Семейного Досуга» @ Наталья Виноградская
6. Marketing strategy: Distribution
Multi channel distribution
B2C B2C B2C B2B
Club Direct Mail Club Retail Online Trade
- 54% of turnover - 35% of turnover - 7% of turnover - 4% of turnover
- Market position № 1
1
- Market position № - Market position № 1 - Market position № 5
1
Orders from all channels and FLC group businesses are fulfilled
by Book Club’s new distribution center
Книжный Клуб «Клуб Семейного Досуга» @ Наталья Виноградская
7. Marketing strategy: Distribution. Direct Mail
Every year bookclub’s member receives by mail:
8 additional catalogues with special
4 main catalogues actions & sweepstakes
Книжный Клуб «Клуб Семейного Досуга» @ Наталья Виноградская 7
8. Marketing strategy: Distribution. Shops
1st Club shop opened in 2005
80 shops by 2012
recruitment channel for 150 T new
members annually
Kharkov
1 One shop
Several shops
Книжный Клуб «Клуб Семейного Досуга» @ Наталья Виноградская
9. Marketing strategy: Distribution. Internet
www.bookclub.ua
360 000 orders annually
On-line support
Wide range of delivery methods New! E-books
Social network for members
Mobile version of the shop
New! E-books
New! Digital catalogue New! Digital catalogue
Social Mobile
Bets online bookshop award
Club pages
Mой Клуб Members networks
Книжный Клуб «Клуб Семейного Досуга» @ Наталья Виноградская
10. Marketing strategy: Distribution. Distribution center
New distribution center in Kharkiv provides orders packing & logistics for FLC group
businesses in Ukraine, Russia, Belorus
New logistics New Distribution Center in Kharkiv
Warehouse:
Established to serve up to
3.0 MM members
12,800 m2, 12.0 MM goods
in stock
45,000 parcels per day on
1
peaks
Transportation logistics to
350 delivery points in
Ukraine, Russia and
Belorussia
Книжный Клуб «Клуб Семейного Досуга» @ Наталья Виноградская
11. 5 Differences in marketing:
№1 – Direct Mail customer profile
Germany vs Ukraine Germany vs Ukraine
Male/female Age
Книжный Клуб «Клуб Семейного Досуга» @ Наталья Виноградская
13. 5 Differences in marketing:
№3 – Western creative materials
Der Club
FLC Ukraine
Western
creative
in marketing
materials
does not work
in Ukraine
Книжный Клуб «Клуб Семейного Досуга» @ Наталья Виноградская
14. 5 Differences in marketing:
№4 – additional catalogues with goods/services
TRAVEL OFFERS HOUSEHOLD GOODS GARDENING MAKE UP
Why additional catalogues with goods/services offers did not work in
Ukraine?
club members trust the brand “Book club “Family Leisure Club” as books expert and
reliable books distributor vs situation in Bertelsmann’s German book club “Der Club” where
additional goods & services turnover is more than turnover from the books sales.
Книжный Клуб «Клуб Семейного Досуга» @ Наталья Виноградская
15. 5 Differences in marketing:
№5 – Marketing staff
Marketing manager in Europe: Marketing manager in Ukraine: Marketing manager in FLC:
works in established structured works in unclear, unstable works in unclear, unstable market
environment – market situation is market economy situation economy situation, but within clear
clear & predictable company’s budget trends
Has limited data about the
Has all necessary data about market, competitors and Has all necessary data about the
the market, competitors & customers market, competitors & customers
customers
Often works without long term Works within confirmed marketing
Works within confirmed marketing plan strategy & action plan
marketing strategy & action plan,
and strictly within his Job There are many marketing Being constantly trained
description duties specialists on the market, but very (seminars, master-classes from
few experienced in Direct Mail experienced foreign colleagues)
business
Книжный Клуб «Клуб Семейного Досуга» @ Наталья Виноградская
16. Thank you very much for your attention!
Nataliya Vynogradska
Strategic marketing department director
natalia.vynogradska@bookclub.ua
Тел: +38 057 7838895
«Book Club «Family Leisure Club», P.O.Box 84, Kharkiv, 61001
www.bookclub.ua
Книжный Клуб «Клуб Семейного Досуга» @ Наталья Виноградская