Abstract
This promotional plan is designed for Kindle, an eBook reader produced by Amazon. Three objectives have been set out for the year 2011. Making an impressive introduction of Kindle in the Australian market which establishes and increases brand awareness of Kindle is the first objective. Secondly, it is necessary to create a brand characteristic of eco-friendliness. Obtaining minimum sales of 50,000 of Kindles during the year 2011 is the last objective of this promotional plan.
The primary target market are people aged from 35 to over 54. Secondary target market is high school, university and college students with ages from 15 to 25. The message will be: Kindle is the name of Amazon ebook and it combines educational and ecological features at a competitive price for students and active people.
With a percentage of sales allocation, the budget will be one million dollars. The media vehicles used in the campaign are television, radio, on campus promotion, newspapers and sponsorship of tree planting activity on Arbor Day.
If this plan will be implemented effectively in 2011, the objectives will be achieved. However, the internal and external factors need to be analyzed on monthly basis to ensure the efficiency of this promotional plan and make appropriate adjustments if needed.
Ebook or Electronic Book is the digital publication of a text, an article, or even of a traditional paper printed book on a computer screen or, in our case, on a hand held device. This technology first appeared around the 1970s, but reached popularity only around the 1990s when the internet became easily accessible to the vast majority of people, meaning that more files could be downloaded, increasing the potential of this new device.
Over the years, numerous companies have tried to benefit from this new technology and have each launched their own version of the eBook. Among these organizations we can find names such as ‘Sony', ‘Barnes & Noble Nook', ‘Apple' and ‘Amazon.com'.
This last company is the one we have decided to focus on in this promotional plan, since it is the one that in 2010 announced that Kindle, its version of eBooks, reported sales that outnumbered thoseof traditional hardcover books, demonstrating its enormous success.
Amazon.com is the largest online retailer for a wide range of products including books, VHS tape, DVDs, music CDs, software, video games, electronics, MP3s, clothing, furniture, toys, diamond jewelry and even food items (bookseller, 2009). In 2007, Amazon decided to enter the flourishing market of E-devices by launching on the market Kindle, a hand held eBook that recorded oustanding sales performance during its first year. Because of this huge success two other devices where released in the same category. These differ from one another by size and price.
This promotion plan has the aim of establishing a new strategy for Amazon Kindle as it will be released in a new market, with a new strategy and with a series of new product feautures.
The plan will cover the calendar year from November 2011 to November 2012.
Tags: e-books, Kindle, Amazon, online retailing
