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Repositioning Strategies for Swedish Educational Publisher Liber: Embracing Change in Learning Resources

This document discusses the repositioning of Liber, a traditional book publisher in Sweden's educational sector, amidst growing competition and a declining market. It emphasizes the need for differentiation and an updated communication strategy targeting various educational stakeholders, including teachers, students, and parents. The goal is to enhance market share and growth through innovative, individualized learning resources. By acknowledging the diverse needs of students and incorporating modern methodologies, Liber aims to take a leading role in the Swedish educational landscape with the tagline "Boundless Learning."

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Repositioning Strategies for Swedish Educational Publisher Liber: Embracing Change in Learning Resources

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  1. IGEP Rome 2009 Positioning - Liber

  2. Why positioning • Liber perceived as traditional book publisher • Customers do not experience any important differences among the 5 main publishing companies in Sweden • Total school market slowly decreased during last 15-20 years • Need for • Repositioning • Positioning against competitors • Positioning including “e” • Consequent communication strategy to different target groups • Taking “the lead role” in the Swedish Educational business • The goals are increased markets shares and market growth

  3. Teachers – general characteristics Proud – we are important in society Eager to learn – themselves and the pupils To reflect is more important than facts only Teachers Independent – appreciate the freedom in the job

  4. Teachers Högskola Self-governed We are: We do: Learn how to learn Our goal: To liberate the individual students potential Gymnasium Grundskola

  5. Higher Education Upper secondary Vocational Primary Secondary 4 communication concepts which together creates a whole Mother brand

  6. Target groups per segment Liber Higher Education Upper sec. Vocational Primary/ secondary School mgm Authors Pupils/Students Politicians Parents Press Facilitators Liber tar ställning för vår sak! Customers Teachers Teachers Teachers

  7. Mother brand - Tagline ”Boundless learning” A boundless learning with a growing choice of individually adapted learning tools that guides, inspires and motivates teachers and pupils throughout the process of learning

  8. 360-degrees of learning Planning Follow up Realize/ Accomplish

  9. Position Our competitors direction Availability The educational publishing business existing position Supporting teaching

  10. Business idea • Liber develops and distributes learning resources with the aim to support the learning individual in the school, at the university and in the professional life. • Individuals • Teachers • Pupils • Parents • Emplyees • Employers • Etc • Knowledge • Authors • Resarch • Methods • Curriculum • Etc Learning resources; All those resources, distributed through different medias, which supports the individual learning cycle

  11. Message example : If every individual is unique, why isn't every schoolbook unique too?

  12. Higher Education Upper secondary Vocational Primary Secondary

  13. Koncept – higher education • ”Behind every important book, there is an important author”

  14. Higher Education Upper secondary Vocational Primary Secondary

  15. Koncept – primary & secondary • ”Knowledge exists in the curious classroom” • In words and pictures we are focusing the teachers and pupils most important tool to learn, understand and apply new knowledge – their own curiosity and imagination.

  16. Higher Education Upper secondary Vocational Primary Secondary

  17. Koncept – upper secondary & vocational • ”Learning resources for people” • Students have different needs – that's why we develops • different alternatives to choose from

  18. Liber communicates • A handbook used in all communication • Catalogues • Newsletters • Brochures • Magazines • Web • Events • Sales visits • etc Liber communicates

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