kindle fire media project
TRANSCRIPT
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MEDIA MANAGEMENTKindle fire
Jean Chao
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ObjectivesOverview
ProductBusiness Goal
Media Goal
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Overview• Amazon, the first entrant in the e-book category • Yearly sales exceed prior sales in the past 5 yrs• Kindle sales dropped because of arriving of iPad• Younger buyers went to iPad, while 40+ buyers
stayed with Kindle• Two years to develop the next product – the Fire
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Kindle Fire• Released on Nov. 15, 2011• $199• A tablet version of Kindle e-reader• Color 7” multi-touch screen• Android operation system• Online service, movies, TV shows, music, web,
apps, games, and reading
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Business Goal• Introduce a product with enough innovation, while
maintain core base buyers• At the same time, sway over any potential Apple
buyers• Low price, name brand, and ease of use to sell
million of product
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Media Goal• Build awareness of Kindle Fire• Take advantage of holiday shopping season• Turn e-reader owners into tablet buyers• Solidify the thought that Kindle Fire reaches iconic
status• Not compete with iPad
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StrategiesNewspaper
MagazineInternet
Out of HomeDirect Mail
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Newspaper• Compensate for the absence of TV• High circulation reaching the massive audience• Audiences tend to have regular reading habit• Some newspapers can be downloaded to Kindle
Fire• Target specific cities
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Magazine• Specific audiences• Aim at target audience by different titles and
interest• Visual means of communication with crisp and
colorful image• Also can be downloaded to Kindle Fire• Repeat exposure
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Internet• Inexpensive and broad audiences• Bring traffic to website right away• User accustomed to technology• Interactive platform
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Out of Home• Right spot, right place• High frequency and repetition• Large audience with low cost• Versatility of the visual and appearance
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Direct Mail• Highly targeted • More personal
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Target AudienceAssignment Target
AudienceMedia Usage
Psychographics
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Assigned Target• Male and Female• 40+• HHI: $65,000• Reads 2+ books per month• Own a cell phone , but not a smartphone• Convert his/her book buying to e-reading via
Amazon bookstore.
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Consumer Insight• If I can have one device that accomplish
everything, why carry another?• “The tablet is really killing the e-reader”
(FastCompany)• Sales of tablets v.s. e-readers of 2011: 24.1 million and 11.8 million (Mintel)• Amazon Kindle gets 62% of U.S. e-reader usage,
and Kindle Fire is 14% of tablet (GeekWire)• Apple user tend to be younger (nielsen)
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New Target Audience• Male & Female• 45 – 64• Graduated college+• Professional, management, business, and financial
operations• HHI: $75,000 +• Marital: Married• Region: West coast and East coast• E-reader owner: 11.8 million
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Media Usage• Magazine: Heavy usage (Index= 131)• Newspaper: Heavy usage (Index= 158)• Internet: Heavy usage (Index= 167)• Outdoor: Slightly heavy usage (Index= 116)• Consider but not recommend: Radio
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Psychographics & Lifestyle• New to tablet• Used to buy books on Amazon• Digital immigrants: consumers who grew up with
old technologies, such as TV or print, and adapted to newer one
• Frequent flyer• Enjoy life – gourmet, home décor, and travel.• Luxury sport
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Who are they?Luxury Sport
Enjoy Life Amazoner
Frequent Flyer
Digital Immigrant
E-Reader Reader
Michael & Jennifer
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Timing
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Seasonality• Time Frame: July to December• Center on holiday shopping season• Gift for family, friends, and even themselves• Pulsing Scheduling - Travel season• Frequency > Reach
EmphasisFrequency
Reach
Behavioral Change/Purchase
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Travel Season
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
8,000,000
Grand Total
Grand Total
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Dollar Spending on Holiday
Monda
y, Nov
. 28 (
Cyber
Monda
y)
Monda
y, Dec.
5
Monda
y, Dec.
12 (G
reen M
onda
y)
Tuesda
y, Nov.
29
Tuesda
y, Dec.
6
Friday,
Dec. 16
(Free
Shipp
ing Day)
Tuesda
y, Dec.
13
Wednes
day, N
ov. 3
0
Thursd
ay, D
ec. 8
Thursd
ay, D
ec. 15
$0
$200
$400
$600
$800
$1,000
$1,200
$1,400
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Media TacticsNewspaper
MagazineInternet
Out of HomeDirect Mail
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Newspaper
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Newspaper_ Centre spread, kindle fire shape layout
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NewspaperWall
Street Journal
2,096,000
Index=260
Travel for Vacation in Last 3 Months:
Index=153
USA Today
1,829,000
Index=172
New York
Times
1,600,000
Index=330
Los Angeles Times
850,000
Index=246
Chicago Tribune
700,000
Index=276
Affluent Adults: Career and family focused. Educated.
Active.
90% made at least one domestic trip in the past year
Circulation
Index
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Magazine
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Magazine
Time
32,500,000
Index=149
Forbes
9,500,000
Index=208
Money
1900,000
Index=178
Fortune
830,000
Index=187
Wired
775,000
Index=339
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MagazineDelta Sky
601,346
Index=248
Bon appéti
t1,500,00
0
Index=197
Food &
Wine
925,000
Index=183
Travel +
Leisure
950,000
Index=302
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Internet
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Internetwsj.com
6,306,000
Index=332
nytimes.com
19,294,968
Index=313
cnn.com
12,2655,278
Index=217
travelchannel.com
1,200,000
Median Age: 47
Median HHI:
$71,528
College Grad+:
39%
foodnetwork.com
14,800,000
Median Age: 46
Median HHI:
$72,601
College Grad+:
38%
visitors
Index & Demographic
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Out of Home
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Out of HomeHartsfield-
Jackson Atlanta
International Airport
89,331
O’Hare International Airport
66,774
Los Angeles
International Airport
59,070
Dallas-Fort Worth
International Airport
56,906
J.F.K. International Airport
46,514
(000)
Annual traffic
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Direct Mail
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Direct MailKindle owner
2,161,378
Nook owner
1,647,026
Sony e-reader owner
987,213
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Recap
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Budget Review
Newspaper39%
Magazine42%
Internet1%
Out of Home8%
Direct Mail9%
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Audience Delivery• Circulation: 23,501,963• Impression: 208,422,000
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Flow Chartclick here
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Research Tools
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Tools• SRDS• Mintel• MRI• Quancast• Nielsen
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Resource• www.amazon.com/kindlefire• http://www.geekwire.com/2012/amazon-kindle-hol
ds-steady-62-ereader-usage/• http://www.fastcompany.com/1835676/follow-up-t
he-tablet-really-is-killing-the-e-reader• http://blog.nielsen.com/nielsenwire/online_mobile
/changing-demographics-of-tablet-and-ereader-owners-in-the-us/
• http://blog.nielsen.com/nielsenwire/consumer/the-connected-devices-age-ipads-kindles-smartphones-and-the-connected-consumer/
• http://www.shoppertrak.com/news-resources/press-releases/2011-11/shoppertrak-identifies-top-10-best-days-to-shop-this-holiday-season
• http://www.fastcompany.com/1835676/follow-up-the-tablet-really-is-killing-the-e-reader
• http://www.comscore.com/Press_Events/Press_Releases/2012/1/U.S._Online_Holiday_Shopping_Season_Reaches_Record_37.2_Billion_for_November-December_Period