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Vision Change Analysis

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Introduction
Keller Advertising Agency provides its clients with a broad range of winning marketing consulting services. These services include strategic planning as well as tactical implementation. Strategic planning utilizes those processes that lead to an executable marketing plan including identifying areas of opportunity, market segmentation, product line analysis, financial planning, competitive analysis, and culminate in the design of a project implementation plan. This will serve as a detailed road map for the planning and supervision of all marketing activities. We provide a complete range of services. This allows us to evaluate a variety of marketing communications tools, choosing those that are best suited to the client's requirements. We then combine those tools in such a way so as to create meaningful, effective marketing for optimal results.
Mission: Our primary focus is to work closely with clients and help them succeed in setting and meeting their marketing goals. We offer total support and a commitment to communicate their ideas in a strategic, creative, and cost-effective manner.
Keys to Success * Have the technical expertise to minimize the learning curve for our clients and minimize their expenses. * Be a part of our client's business team. * Insure the timely launch of each client's marketing program. * Generate new innovative strategies for our clients that result in a high-quality and cost-effective product.
Product Naming Strategy
The name of the new eReader would be MobiLIB. We chose MobiLIB because it is short and memorable. It also connects to the company’s name, which is LibraTech. MobiLIB is a descriptive product name. It will create the brand image by making it easier for customers to remember the product. It describes the benefits of the product. It creates clear positioning in LibraTech’s customer’s minds a version of the eReader features flip-page technology and fabulous full color that allows the reader to read any type of book easily from a novel to a travel book in the same detail they would find in the print version.

Research
We conducted a primary research by doing a survey with 300 people who have an eReader or people who are willing to buy it. We also used secondary research to get the information from internet, business publications and competitors.

The chart below is eReader comparison: | iPad 2 | Kindle 3 | Kindle DX | nook/ nook Color | Sony Reader
(3 models) | Borders Kobo eReader Touch | screen (inches)/ resolution | 9.7/
1024x768
LCD | 6/
600x800
E Ink | 9.7/
1200x824
E Ink | 6/800x600
E Ink/
7/1024x600 | 5-7.1/
800x600 -
600x1024
E Ink | 6
E Ink | color | yes | 16 shades gray | 16 shades gray | 16 shades gray/
16 million colors | 8/16 shades gray | 16 shades gray | storage | 16GB-64GB | 4GB | 4GB | 2GB /
8GB (both expandable) | 512MB (expandable) | 1GB (expandable) | connectivity | Wi-Fi/3G | Wi-Fi/ 3G | 3G | Wi-Fi | 3G | Wi-Fi | connectivity cost | optional, US$15-
$50/month | free | free | free | free | free | ebook format | ePub,
Kindle,
PDF | Kindle,
PDF, MOBI | Kindle,
PDF, MOBI | ePub & PDF/ePub, PDF, Doc, | ePub, PDF,
TXT, RTF,
DOC,
BBeB Book | ePub, PDF,
MOBI, TXT, RTF | web browser | yes | limited | limited | limited/ yes | no | no | audio/video | yes | audio | audio | audio + images / yes | audio + images | no | games | yes | no | no | yes | no | no | size (in.) | 9.56 x 7.31 x 0.34 | 7.5 x 4.8 x 0.33 | 10.4 x 7.2 x 0.38 | 6.5 x 5.0 x 0.47/
8.1 x 5 x 0.48 | varies | 6.5 x 4.5 x 0.4 | weight (lb.) | 1.3-1.35 | 0.54 | 1.2 | 0.47/ 0.99 | 0.485-0.798 | 0.44 |

Research Summary
The Kindle is the biggest competition for the Nook, but the iPad is also a big threat because respondents would choose it for its amount of capabilities. Style/design is not entirely important when it comes to eReaders—book selection, price, and technical specs of the eReader are definitely triumphant in a consumer’s decision to purchase the product. Of those technical specs, Wi-Fi capability is the most influential. The Nook is best known for its excellent style/design, while the other more important features of the Nook are unknown. Consumers are primarily using the eReader outside the home, especially during commute to read. Those who do not want an eReader prefer physical books or feel eReaders are too expensive.
Advertising Strategy
MobiLIB must emerge as the best version of the eReader features flip-page technology and fabulous full color in order to triumph over the Nook Color the #1 bestselling eRreader, the tough competition from Amazon’s Kindle 3, and the new popular tablet alternative like the iPad. Since the introduction of eReaders in 2007, the stage for early adopters has passed. We must make MobiLIB relevant in the lives of early majority and late adopters. We will focus on 18-45 year olds who frequently multi-task and enjoy reading. The campaign will take steps to distinguish MobiLIB as a must-have product for any reader.
Why are we advertising? eReaders are gaining popularity and for many people, the Nook Color, the Amazon Kindle 3 and iPad is on the forefront of their minds. With no clear forerunner, new consumers are confused by their choices. Some even prefer physical books. We need to distinguish MobiLIB from the competition by stressing features that no book has.

Who are we talking to?
MobiLIB is cool, intelligent, and current. It’s your companion in everyday life when you’re alone at home, in school, at the coffee shop, or on the go.
What is the best way of doing that?
Our target audience has busy lives; some have abandoned reading for fun for the many other entertainment alternatives out there. We need to make MobiLIB today’s standard way of reading. We must reassure our audience that they will not miss the look and feel of a real book when they can experience much more on MobiLIB.
How does this brand best fulfill that?
When our audience wants entertainment, they want it in all forms. They want the full experience. MobiLIB provides not just a good read, but can let users surf the web, play music and games. Target Market
The focus is on 18-45 year olds who still carry around their library in their bag. * Although this generation is technologically advanced, they still believe in traditions * Everything today is about being small and portable, this includes cell phones and laptops * These are busy people who try to cram work and play in the little time they have
Advertising Message
MobiLIB is your companion in everyday life.

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