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PARTNERSHIP MARKETING: A NEW APPROACH TO ENSURE SUSTAINABILITY IN A DIGITAL LIBRARY. Presented by: Hilda Kriel Academic Information Service University of Pretoria South Africa E-mail: [email protected] IATUL The 24 th Annual Conference Ankara, Turkey June 2 – 5, 2003.

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PARTNERSHIP MARKETING:

A NEW APPROACH TO ENSURE

SUSTAINABILITY IN A DIGITAL LIBRARY

Presented by:

Hilda Kriel

Academic Information Service

University of Pretoria

South Africa

E-mail: [email protected]

IATUL

The 24th Annual Conference

Ankara, Turkey

June 2 – 5, 2003

© University of Pretoria


Sustainability

Sustainability

Business exist 

Create customer value =

© University of Pretoria


+

Value networks

Partnership

marketing

© University of Pretoria


Mass Markets

Relationships

Customer focus

THE EVOLUTION OF MARKETING

© University of Pretoria


Relationships

One way transactions

PARADIGM SHIFT

© University of Pretoria


Business exist  Create customer value =

Sustainability

Relationship

marketing

Cost

Activities

Value chain

Technology

Technology

Value net

Partnership

marketing

Cost

Activities

Relationships

AIS Sustainability

Marketing Plan

© University of Pretoria


Basic Marketing

1

Reactive marketing

2

3

Accountable marketing

Pro-active marketing

4

Partnership marketing

5

FIVE LEVELS OF RELATIONSHIP MARKETING

© University of Pretoria


Business exist  Create customer value =

Sustainability

Cost

Activities

Relationship

marketing

Value chain

Technology

Technology

Value net

Partnership

marketing

Cost

Activities

Relationships

AIS Sustainability

Marketing Plan

© University of Pretoria


GENERIC VALUE CHAIN

Firm Infrastructure

Human Resource Management

Margin

Support activities

Technology Development

Procurement

Inbound logistics

Operations/production

Outbound logistics

Marketing and sales

Service

Margin

Books

Databases

Information products

Journals

Customised/coherent information environment

Access delivery modes

Adapted from the model by Porter in

Competitive advantage: Creating and Sustaining

Superior Performance (1985)as cited by

Kotler (2000) in Marketing Management, p44.

Functional/Primary Activities


Cost

Activities

Value chain

Cost

Activities

Relationships

Business exist  Create customer value =

Sustainability

Relationship

marketing

Technology

Technology

Value net

Partnership

marketing

AIS Sustainability

Marketing Plan

© University of Pretoria


Cost

Activities

Relationships

Business exist  Create customer value =

Sustainability

Cost

Activities

Relationship

marketing

Value chain

Technology

Technology

Value net

Partnership

marketing

AIS Sustainability

Marketing Plan

© University of Pretoria


VALUE NET

Authors

End user

Sponsors

Value

Librarians

Publishers

Vendors

Technologists

© University of Pretoria


CHARACTERISTICS OF A

VALUE NET

All the role players collaborate and interact regularly to co-produce value

It creates and increases value for all its participants

It is focused on the end user and his/her needs

It is built on relationships

It is non-linear

Participants operate within a collaborative, digitally linked network

© University of Pretoria


Business exist  Create customer value =

Sustainability

Cost

Activities

Relationship

marketing

Value chain

Technology

Technology

Value net

Partnership

marketing

Cost

Activities

Relationships

AIS Sustainability

Marketing Plan

© University of Pretoria


Client numbers

Information Sources

+20 %

+50 %

Rand versus Dollar

Buying power

-75 %

-56 %

© University of Pretoria


WHY ScienceDirect?

Most expensive information product

Pricing model

Not fully utilised

Cost per article too high

© University of Pretoria


Business exist  Create customer value =

Sustainability

Cost

Activities

Relationship

marketing

Value chain

Technology

Technology

Value net

Partnership

marketing

Cost

Activities

Relationships

AIS Sustainability

Marketing Plan

© University of Pretoria


3

2

1

4

Macro

Market

Micro

MARKETING PLAN

7. Marketing Programmes

6. Market Segmentation

8. Critical issues

5. Marketing Strategy

9. Evaluation

4. Marketing Goals

Marketing Plan

3. Market Analysis

2. Product Introduction

1. Executive Summary

© University of Pretoria


PRODUCT FEATURES versus

CLIENT BENEFITS

© University of Pretoria


AIS is an important role player in the UP e-University initiative

ScienceDirect e-only option not necessarily in accordance with client preference

UP currently leading SA universities in research output. Aim to become leader in per capita research output

Price of product Inaffordability

SWOT ANALYSIS

S

W

O

T

© University of Pretoria


MARKETING GOALS

Quantitative

•To increase usage by 50%

•Lower cost/article to $3.24

Qualitative

• Optimise all features

• Create publishing opportunities for

[young] researchers

© University of Pretoria


MARKETING STRATEGY

To continue with our well established general marketing initiative via general training, web interfaces, training brochures, posters, newsletters and e-mail messages

To concentrate on four identified niche markets to take our marketing and ScienceDirect usage to a higher level

© University of Pretoria


NSE 800 • VET 23 • EBIT 1183

1st Year students

1

Paper lovers

• All faculties: 800

2

3

Young researchers

• All faculties: 9700

Innovation managers/ teaching consultants

4

• All faculties: 22

MARKET SEGMENTATION

© University of Pretoria


MARKETING PROGRAMMES:

Product

© University of Pretoria


MARKETING PROGRAMMES:

Promotion

© University of Pretoria


MARKETING PROGRAMMES:

Value proposition

© University of Pretoria


RESULTS

© University of Pretoria


VENDOR - Elsevier

© University of Pretoria


LIBRARY -

Academic Information Service

© University of Pretoria


END USERS

© University of Pretoria


ACKNOWLEDGEMENTS

•Prof J De Wet, University of Pretoria

•Academic Information Service

•Elsevier

© University of Pretoria


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