CASE STUDY. #2
Mr. Ayele has written a self-help book “Happy Happy” which can be read by people from all walks of life. The book revolves around a core idea of being happy at all stages of life. The publisher doesn’t have any distribution network of its own. Mr. Ayele delivers session in many management schools on the topic “Happiness”. He is very popular among students and corporate. He also delivers session as a keynote speaker in many management conclaves and seminars.
2. Mr. Ayele has no online and social media presence. He doesn’t write blogs or articles. Mr. Ayele is a good author, but has no idea about marketing and distribution of books. He hires you as a Marketing consultant for the overall marketing and distribution of books.
1. What are the distribution channels that you will use to distribute the product across the Ethiopian market? Explain
2. Suggest the Geographic, Demographic and behavioral segmentation for the book “Happy Happy”
3. Explain the buyer decision making process for purchasing a self-help book.
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