Nick Markman, Jordan McAulay, Helena McClenny, and Karisa Gurtiza A - - PowerPoint PPT Presentation

Nick Markman, Jordan McAulay, Helena McClenny, and Karisa Gurtiza

A Look at the NOOK

• First NOOK released in November 2009
• NOOK Tablet released November 2011
• NOOK and B&N College spun off from B&N as a

part of a deal with Microsoft - April 2012

• NOOK expands into UK - August 2012
• NOOK HD and HD+ released November 2012

Current Standing

• Revenue: fell 34% in 2013 holiday season to $108

million

• Market share in tablet segment: 1.9%
• The Nook unit which includes e-readers, tablets, digital

content and accessories decreased 12.6%

• Losses: $177 million in 2013, up $100 million from the

previous year

SWOT

Strengths:

• Hundreds of stores that offer one-on-one customer service
• Highest rated retailer in customer service
• More personalization options and screen resolution than price competitor

Kindle Weaknesses:

• Fewer apps offered than competitors
• Small customer niche
• Consumer perception places the Kindle as a better low cost tablet than the

Nook

SWOT Continued

Opportunities:

• Microsoft’s investment in Nook will continue to increase Nook hardware on

a yearly basis Threats:

• Many consumers find Kindle retail experience to be superior to the Nook’s
• Out performed by competitors in multimedia approach

Competitive Advantage

Differentiation Advantage

• Channel advantage

through B&N College stores

• NOOK Books sharability

(LendMe) and trialability in B&N Stores

• Unique content within

NOOK Store

Benefits Comparison

3-Circle Targeting

Key Opportunities for Growth

• Leverage Microsoft partnership

to incorporate Microsoft Office into NOOK tablets for document creation and better classroom integration.

• Front facing camera
• Make eTextbooks readable for

NOOK devices Eliminate:

• Get rid of pre-loaded

entertainment apps

3-Circle Targeting

Better Promote

• NOOK Study application
• Expandable storage with

microSD

• Ad Free experience
• Non-reading features of NOOK -

higher focus on entertainment content

• Book lending and sharing

features within NOOK Store Point of Differences to Take Away from Kindle

• Low price leader
• Service advantage – takes away

from Kindle’s new “Mayday Button” feature.

• College students can have their

NOOKs serviced for free at their B&N college bookstore or local superstore.

Goals and Objectives

• 1. Reposition Nook as a student-oriented tablet
• Increase total NOOK revenue (including tablet sales and NOOK Store

content sales) 40% between 2014 and 2015.

• 2. Become market leader in e-textbooks
• Further incentivize eTextbook sales through NOOK’s lending and sharing

features, NOOKStudy application - all-in-one universal study tablet.

Segmentation & Targeting

College Students

• Barnes and Noble has 692 university

stores in all 50 states.

• College stores serve over 250,000

facility and 4.6 million students.

• Underserviced in the tablet industry.
• NOOK is the low cost leader.

NOOK Positioning

Educational Features Entertainment Features

• Microsoft Office

○ Creating and editing documents, presentations, and spreadsheets

• The NOOK Study Application

○ Note taking, find and search, exporting notes, highlighting, and research online

• eTextbooks

○ Book lending and sharing

• Front and back facing cameras
• NOOK customer service

○ Free servicing at Barnes and Noble College Bookstore or local retail store

• No pre-loaded entertainment

applications

• Completely ad free

Positioning Statement

To collegiate customers, the NOOK is the affordable and versatile tablet that maximizes educational functionality and entertainment usage because it is equipped with Microsoft Office, the NOOK Study Application, and eTextbooks for proficient learning while maintaining entertainment use by including front and back facing cameras, the NOOK application store, an ad free experience all at an affordable cost.

Communication Strategy

Message Strategy: To present the NOOK as an all-in-one study tool for students

• In-store and on-campus promotions
• Print
• Digital

In-Store Promotions

NOOK Purchase Promotions

• Buy a NOOK, get $100 credit toward

eTextbook purchase

• Price eTextbooks 25% lower

compared to print textbooks In-Store Signage and Displays

• 3, 31” x 71” Banner Stands per store
• 692 stores x 3 per store x $36.29 per

stand = $75,338

Print

• University newspaper

○ Reach: 4,600,000 ○ Frequency: 1, half page ad once a week with a 25% bulk discount ○ Cost: $352 per ad x 33 weeks = 11,616.00 - 2,904 = 8,712 x 692 schools = $6,028,740

• ESPN The Magazine

○ Frequency: 2 per month, 24 per year ■ Pulsing - heavy during Aug, Sept, Dec & Jan ○ Cost: 230,334 per ad x 4 = $921,336

• Cosmopolitan

○ Frequency: Monthly, 12 issues per year ■ Pulsing - heavy during Aug, Sept, Dec & Jan ○ Cost: 57,800 per ad x 4 = $231,200

Digital

Hulu Video Ads

• 1920x1080 30-second Video Commercial
• Reach: 4,600,000
• CPM: $35
• Frequency: Pulsing - heavy during Aug, Sept, Dec, Jan
• Cost: 4,600,000 x $35 / 1,000 = $161,000

Pandora Ads

• 15 second targeted Pandora Radio ad spots
• Reach: 4,600,000
• CPM: $20.4
• Frequency: Pulsing - heavy during Aug, Sept, Dec Jan
• Cost: 4,600,000 x $20.4 / 1,000 = $93,840

Social Media & Email

Email

• Monthly email blasts

○ lists collected through e-commerce site and universities

• Distributed and analyzed through Constant Contact

Social Media

• Youtube “Student Stories”

○ $20 off eTextbook for accepted submissions

• Facebook promotions (catered to each university)
• Social care and customer engagement through twitter

○ BN College Corporate feed as well as individual university feeds

Social Media & Email Promotions

Evaluation and Control

• Customer Satisfaction
• Net Promoter Score
• Percent of college textbooks from

eTextbooks

• Market Share
• Sales Growth