Shine a Light on Your Work

Presented by: Natacha YarbroughInstructor: Prof Jan Ahrens

Class: Marketing 860Due Date: July 25, 2010

Market Segments & Targets

Authors with limited financial resources Authors lacking in global “name recognition”

Market Segment & TargetsGeographic - Online service provides global

assistance

Demographic –Writers publish a variety of topics

Psychographic – At Lulu, “everyone is a writer”

Behavioral – Services offered are “as needed” based on consumers needs

Branding(Brand Elements)

Lulu logo is simple and memorable

Lulu offers a variety of publishing choices

Branding(Brand Elements Con’t)

Affordable marketing services available

Free ISBN through Lulu for exclusive publishing rights

Branding(Secondary Associations)

•AmazonAmazon partnership assures authors of mass exposure

•AppleBooks can be downloaded to Apples’ IPAD

Branding(Possible Brand Extensions)

The “Lulu Reader”

Lulu has an established customer base

Distributors may cancel relationship due to competition

Lulu “brand” name not established globally

Brand Positioning(Points of Parity)

Zero to low start up

costs

No minimum order number

80/20 reven

ue split

Brand Positioning(Points of Difference)

Product Differentiation

• Customization• Authors can choose hardcover or paperback• Authors can design their book covers

Services Differentiation

• Ordering ease• Authors can access their accounts online• Authors can utilize “live chat” for immediate feedback

Brand Positioning(Five Forces)

New upstarts in a slow economy grow faster

during a recession(Threat of Mobility)

As technology increases, consumers

may be able to do their own publishing

(Threat of Substitutes)

Online access gives buyers

numerous choices(Buyer power)

Large suppliers can cancel association

(Supplier power)

Technology makes it easy for competitors

to offer the same services (Segment

Rivalry)

Product Life Cycle

Growth Stage#1 publishing company

for self published authors

Lulu viewed as “brand” model for competitors

Variety of services offered related to

publishing

Product Life Cycle

Establish a YouTube channel

Publish well known authors for more visibility

Extend self publishing to more countries