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. 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 five online social media platform through which you will promote the book. 3. Explain the buyer decision making process for purchasing a self-help book
Answers
Answer:
1. Most distribution in Ethiopia, particularly to regional towns, is conducted through informal business arrangements. For example, after being cleared through customs, many goods will be sold to wholesalers in Addis Ababa's (and Africa's) largest open market (Merkato) and then distributed to retailers and small vendors.
2. A market segment is a portion of a larger market in which the individuals, groups, or organisations share one or more characteristics that cause them to have relatively similar product needs.
3.Amish may create its page on Facebook and start posting about its book and its features. In the current scenario, Facebook is largely used for creating pages to promote businesses, companies, products, movies, shows and celebrities. It has proved to be the best site for any person who wants to socialize and globalize. Amish may create one FB page and post the literature videos, about his latest or upcoming books, other related things etc.
4. A leader performs various functions while motivating people towards achieving organizational goals. A Leader helps in creating a healthy environment so that employees can work with efficiency. He is the representative of the group. Leaders also act as counsellors who listen to their subordinates, remove obstacles and keep the employees happy at the work place. A leader makes the followers obey his order.
Explanation:
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1. The various distribution channels that will be used to distribute the product across the Ethiopian market:
- Mr. Ayele delivers sessions in many management schools on the topic “Happiness”.
- Also, he is very popular among students and corporate. He also delivers sessions in many management conclaves and seminars.
- he can promote his book in all these places, during his seminars, and management conclaves.
- he may use a direct distribution channel for getting instant and bulk orders directly through his programs.
- also, he can use an e-commerce platform to get orders from anywhere at any time.
2. The Geographic, Demographic, and behavioral segmentation for the book “Happy Happy”
- Geographic segmentation – grouping customers with regard to their physical location.
- As the country is split by the Great Rift Valley, the whole nation can be broadly classified into two geographic units,
- Demographic segmentation – grouping customers by identifiable non-character traits like age, gender, or income.
- as the book can be read by people from all walks of life and has the sole purpose of spreading the idea of being happy at all stages of life. it is for all age groups. However, this book will be needed most by sad or anxious people. the people who want to be happy. as a study suggests, Readers tend to be younger, with 73% under the age of 45 more likely to buy this book.
- Behavioral segmentation – grouping customers based on their past actions, like spending habits, browsing habits, and brand engagements.
- so the behavioral segmentation can be done as follows:
- The students of management schools, the attendees of the management conclaves and seminars.
3. five online social media platforms through which we can promote the book.
- We can promote the books by using :
- Instagram: Instagram is nowadays a very widely used social media platform. we can maintain a social media page under the self-help niche. posts related to the idea of the book and video clips of the management workshops and seminars may be uploaded on that page. I can also place targeted ads on Instagram by Facebook ad
- Twitter: all the top-level management professionals are active on Twitter, and Twitter has a wider reach. Twitter is the best platform to reach out to corporate professionals by using proper hashtags and mentioning them on the post.
- Linked in: it is a hub for corporate professionals and intellectuals. the book will have greater reach to serious people by posting insights of books on linked in.
- Facebook: we can promote the book by creating a Facebook page and posting about the key points of the book and the usefulness of the book.
- Youtube: we can upload the recorded seminar events to youtube and promote the book at the beginning and the end of the video by recommending it.
3. buyer decision-making process for purchasing a self-help book
- problem recognition: everyone wants to be happy, in this world but they are waiting for the right time to find happiness. this book will recognize their need to be happy at all stages of human life.
- information search: after knowing about this book from seminars, and social media posts and recognizing their need to be happy at all stages of life they will look for the book"s price, availability online, read reviews of the book, etc
- Alternative evaluation: buyer will evaluate alternative sources of buying the book by comparing prices on different websites.
- purchase decision: on the basis of the findings of the buyer he will take the purchase decision.
- post-purchase evaluation: after reading the book the buyer will give ratings and reviews on the book on various websites.
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