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Book Club «Family Leisure Club» 2009/march Книжный Клуб «Клуб Семейного Досуга» 2009/апрель

«Bookclub «Family Leisure Club» -

Western strategy on the Ukrainian market

MARKETING STRATEGIES:

WEST VS EAST

Trade mission in Ukraine, 20-21.09.2012. Книжный Клуб «Клуб Семейного Досуга» @ Наталья Виноградская

СОДЕРЖАНИЕ

Company profile

Marketing strategy

5 differences in marketing: West vs East

Книжный Клуб «Клуб Семейного Досуга» @ Наталья Виноградская

Company profile

UKRAINE

46 M

LATVIA

LITHIANIA

POLAND

Kharkov

SLOVAK

REPUBLIC

ROMANIA HUNGARY

MOLDOVA

Russia

Belarus

Bookclub in Ukraine:

Established in year 2000

from 2004 belongs to Bertelsmann AG, Germany

Head office of FLC Group for businesses in Ukraine, Russia, Belorus

the biggest publishing house of Ukraine

serves 1.7 Mio club members

manages 80 retail club shops

manages FLC group distribution center


20.09.2012. Наталья Виноградская 4

Marketing complex

4Р

Marketing strategy: 4Р

PRODUCT PRICE

PLACE PROMOTION


Title:

Vasyl Shklyar Author:

Cps sold:

Luko Dashvar

Zalyshenets

110 000

Selo ne ludy

60 000

280 000 220 000

Marketing strategy: Unique product

Yearly Book Club releases 400 new exclusive titles and 1200 republications

Of bestselling ukrainian and foreign authors

2011 bestsellers


L'enfant des neiges

Marie-Bernadette Dupuy Romain Sardou

Pardonnez nos Offenses

1

Multi channel distribution

Orders from all channels and FLC group businesses are fulfilled

by Book Club’s new distribution center

B2C

Club Retail

- 35% of turnover

- Market position №

1

B2C

Club Direct Mail

- 54% of turnover

- Market position № 1

B2C

Online

- 7% of turnover


B2B

Trade

- 4% of turnover


Marketing strategy: Distribution


7

4 main catalogues

Marketing strategy: Distribution. Direct Mail

8 additional catalogues with special

actions & sweepstakes


Every year bookclub’s member receives by mail:

1

1st Club shop opened in 2005

80 shops by 2012

recruitment channel for 150 T new

members annually

Kharkov

Several shops

One shop

Marketing strategy: Distribution. Shops


Mobile

New! E-books

New! Digital catalogue

Social

Mой Клуб

Club pages

Members networks

www.bookclub.ua

Marketing strategy: Distribution. Internet


360 000 orders annually

On-line support

Wide range of delivery methods

Social network for members

Mobile version of the shop

New! E-books

New! Digital catalogue

Bets online bookshop award

http://www.bookclub.ua/

1

Warehouse:

Established to serve up to

3.0 MM members

12,800 m2, 12.0 MM goods

in stock

45,000 parcels per day on

peaks

Transportation logistics to

350 delivery points in

Ukraine, Russia and

Belorussia

New logistics New Distribution Center in Kharkiv

New distribution center in Kharkiv provides orders packing & logistics for FLC group

businesses in Ukraine, Russia, Belorus

Marketing strategy: Distribution. Distribution center


Germany vs Ukraine Age

Germany vs Ukraine Male/female

5 Differences in marketing:

№1 – Direct Mail customer profile


2


№2 – customer’s shopping criteria

© IFAK Institute GmbH & Co. KG 2008-2009

Ukrainians vs Germans pay more attention to brand’s reputation

Der Club FLC Ukraine

Western

creative

in marketing

materials

does not work

in Ukraine


№3 – Western creative materials


GARDENING

TRAVEL OFFERS

HOUSEHOLD GOODS

MAKE UP

club members trust the brand “Book club “Family Leisure Club” as books expert and

reliable books distributor vs situation in Bertelsmann’s German book club “Der Club” where

additional goods & services turnover is more than turnover from the books sales.


№4 – additional catalogues with goods/services

Why additional catalogues with goods/services offers did not work in

Ukraine?


Marketing manager in Europe:

works in established structured

environment – market situation is

clear & predictable

Has all necessary data about

the market, competitors &

customers

Works within confirmed

marketing strategy & action plan,

and strictly within his Job

description duties


№5 – Marketing staff

Marketing manager in Ukraine:

works in unclear, unstable

market economy situation

Has limited data about the

market, competitors and

customers

Often works without long term

marketing plan

There are many marketing

specialists on the market, but very

few experienced in Direct Mail

business

Marketing manager in FLC:

works in unclear, unstable market

economy situation, but within clear

company’s budget trends

Has all necessary data about the

market, competitors & customers

Works within confirmed marketing

strategy & action plan

Being constantly trained

(seminars, master-classes from

experienced foreign colleagues)


Thank you very much for your attention!

Nataliya Vynogradska

Strategic marketing department director

[email protected]

Тел: +38 057 7838895

«Book Club «Family Leisure Club», P.O.Box 84, Kharkiv, 61001

www.bookclub.ua


mailto:[email protected]

http://www.bookclub.ua/

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