Transcript KRIEL. ppt
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 Annual Conference Ankara, Turkey June 2 – 5, 2003 24th © University of Pretoria Business exist Create customer value = Sustainability © University of Pretoria Partnership marketing + Value networks © University of Pretoria THE EVOLUTION OF MARKETING Mass Markets Customer focus Relationships © University of Pretoria PARADIGM SHIFT One way transactions Relationships © University of Pretoria Business exist Create customer value = Sustainability Cost Relationship Activities Value chain marketing Technology Technology Value net Partnership marketing Cost Activities Relationships AIS Sustainability Marketing Plan © University of Pretoria FIVE LEVELS OF RELATIONSHIP MARKETING 1 Basic Marketing 2 Reactive marketing 3 Accountable marketing 4 Pro-active marketing 5 Partnership marketing © University of Pretoria Business exist Create customer value = Sustainability Cost Relationship Activities Value chain marketing Technology Technology Value net Partnership marketing Cost Activities Relationships AIS Sustainability Marketing Plan © University of Pretoria GENERIC VALUE CHAIN Firm Infrastructure Human Resource Management Technology Development Procurement Inbound logistics Books Operations Outbound /production logistics Customised/ coherent Databases information Information environment products Marketing and sales Service Access delivery modes Journals Functional/Primary Activities Adapted from the model by Porter in Competitive advantage: Creating and Sustaining Superior Performance (1985) as cited by Kotler (2000) in Marketing Management, p44. Business exist Create customer value = Sustainability Cost Activities Relationship Value chain marketing Technology Technology Value net Partnership marketing Cost Activities Relationships AIS Sustainability Marketing Plan © University of Pretoria Business exist Create customer value = Sustainability Cost Relationship Activities Value chain marketing Technology Technology Value net Partnership marketing Cost Activities Relationships AIS Sustainability Marketing Plan © University of Pretoria VALUE NET Authors End user Sponsors Value Librarians Vendors Publishers 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 Relationship Activities Value chain marketing Technology Technology Value net Partnership marketing Cost Activities Relationships AIS Sustainability Marketing Plan © University of Pretoria Client numbers +20 % Rand versus Dollar -75 % Information Sources +50 % Buying power -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 Relationship Activities Value chain marketing Technology Technology Value net Partnership marketing Cost Activities Relationships AIS Sustainability Marketing Plan © University of Pretoria MARKETING PLAN 2 1 3 4 Macro Market Micro © University of Pretoria PRODUCT FEATURES versus CLIENT BENEFITS Product features Client benefits 1500 peer reviewed journal Quality information 24x7 Off campus passwords Robust Reliable access on and off campus all hours Time saving Alerts Less information overload CrossRef and other linking Other products on same platform Integrated system Save training time Browsing/Searching HTML/PDF Personalization Options for preferences Author gateway Publishing guidelines Citation information Publishing possibilities Effective dissemination of own work Citation information Peer recognition © University of Pretoria SWOT ANALYSIS S AIS is an important role player in the UP e-University initiative W ScienceDirect e-only option not necessarily in accordance with client preference O UP currently leading SA universities in research output. Aim to become leader in per capita research output T Price of product Inaffordability © 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 MARKET SEGMENTATION 1 1st Year students • NSE 800 • VET 23 • EBIT 1183 2 Paper lovers • All faculties: 800 3 Young researchers • All faculties: 9700 4 Innovation managers/ teaching consultants • All faculties: 22 © University of Pretoria MARKETING PROGRAMMES: Product E-only generation Searching, articles immediately available, logical place to start, combine with Scirus Paper lovers Alerts, (TOC and subjects), additional content, browsing, customisation, PDF Pyramid climbers Alerts, Citations, author gateway, searching, SD subject specific portals Innovation managers and teaching consultants Modern features, tool to drive innovation © University of Pretoria MARKETING PROGRAMMES: Promotion E-only generation Group training, bags, screen savers, SD splash, word of mouth, posters SMS messages, self help training program, lecturers, tutors Paper lovers Personal training sessions, campus news, SD splash, brochures, departmental meetings, e-mail, listserves Pyramid climbers Training workshop for authors, posters, e-mail, listserves, COP’s, UPeTD (e-thesis), word of mouth Innovation managers and teaching consultants Personal contact, campus news, listserves, e-mail, teasers, newsletters © University of Pretoria MARKETING PROGRAMMES: Value proposition E-only generation Empowerment Paper lovers Convenience Pyramid climbers Recognition Innovation managers and teaching consultants Innovation © University of Pretoria RESULTS ScienceDirect: Article Downloads 20022003 20000 15000 10000 5000 0 January February March April Average 2002 3386 7247 8645 8944 5320 2003 7682 14249 18411 15413 10970 © University of Pretoria VENDOR - Elsevier NEEDS VALUE ADDED BY WHOM Sell product to make profit Acquire funding to buy library specific products Library Prove ROI Increased usage Library and end users Feedback for product enhancement and development Identify attributes/benefits to increase the effectiveness of their market offer to target customers Library and end users Knowledge of the end user Library Become part of the information environment of end users and the preferred product (value proposition) Information literacy and product specific training Library Product and knowledge chain Library and end users Provide IT infrastructure for students Library Integration into work processes of end users Library and end users Links from relevant Websites Library Make product accessible at point of need Library Rights management Library Integration into work processes of end users Library Create a future market – develop lifelong learners Library Change management (from paper to electronic) Library Promotion Library and Vendor Communication channel (info and updates) Library Local CRM Library © University of Pretoria Market growth Access to end users LIBRARY Academic Information Service NEEDS VALUE ADDED BY WHOM Quality information Peer review, editing Publisher Systems integration CrossRef One interface for many titles Vendor 24/7 access Provide access via web access Vendor Library friendly system – less training, self help Manuals, Help function, Brochures, Tutorials Vendor Simultaneous usage Unlimited access Vendor Continuous update Provide infrastructure and technology Vendor R&D Interface with other partners of the value net One stop service with publishers and authors (negotiations, problem solving) Vendor Affordability to sustain subscription Partnership marketing Customised business model Vendor Management information Reports Vendor Optimise technology © University of Pretoria END USERS NEEDS VALUE ADDED BY WHOM 24/7 access Web access Vendor Off-campus access Rights management Library Just-in-time information Available at point of need Library Timeless, pre-publication Vendor Easy to use Intuitive interface Vendor Training Library Manuals, tutorials, brochures Vendor Human interface High tech – High touch Library Reputable Journals Vendor Training Library Customisation Vendor and Library Personalised features (Alerts) Vendor Special features (Subject specific portals, customisation, alerts) Vendor Useful end results Help against information overload © University of Pretoria ACKNOWLEDGEMENTS • Prof J De Wet, University of Pretoria • Academic Information Service • Elsevier © University of Pretoria