Marketing: A Power Tool for
Product Sustainability
Hilda Kriel and Monica Hammes
Navigating the Digital Landscape: Strategies and Usage
28 October 2003
Stellenbosch
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© University of Pretoria
We want unrestricted
access to everything
and please don’t
bother us with the
details.
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We have to provide for
the diverse needs of all
our members.
3
Sorry, you know the
limitations - this is
not the first world!
4
Unfortunately we cannot
change our pricing model.
Without our previous
income levels we will be
bankrupt in no time.
5
Money is scarce. The
bottom line is a good
return on investment.
You are accountable.
Full stop.
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Frustration net
Authors
End users
Sponsors
Library
Consortium
Vendors
Technologists
Publishers
© University of Pretoria
Why ScienceDirect?

Most expensive information product

Pricing model

Not fully utilized

Cost per article too high
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© University of Pretoria
Marketing plan
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1
3
4
Macro
Market
Micro
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© University of Pretoria
Market environment - Macro

Dynamics of the knowledge/
information society

Investment in campus IT

Emphasis on research and
scolarship
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© University of Pretoria
Market environment - Market

22470 undergraduates

9700 post-graduates

1620 academic staff members
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Market environment - Micro
Product features
Client benefits
1500 peer reviewed journals
Quality information
24x7
Off campus passwords
Robust
Reliable access on and off campus
all hours
Time saving
Alerts
Less information overload
CrossRef and other linking
Other products on same platform
Integrated system
Save training time
Browsing/Searching
HTML/PDF
Personalisation
Options for preferences
Author gateways
Publishing guidelines
Citation information
Publishing possibilities
Effective dissemination of own
work
Citation information
Peer recognition
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© University of Pretoria
Situation / Opportunity analysis
S
AIS is an important role player in the UP
e-University initiative
W
ScienceDirect e-only option not necessarily in accordance with client preference
O
UP currently leading SA universities in
research output. Aim to become
leader in per capita research output
T
Price of product leads to inaffordability
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© University of Pretoria
Marketing plan
2
1
3
4
Macro
Market
Micro
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© University of Pretoria
Goals
Quantitative

To increase usage by 50%

Lower cost/article to R25
Qualitative

Optimise all features

Create publishing opportunities for
[young] researchers
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© University of Pretoria
Marketing plan
2
1
3
4
Macro
Market
Micro
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Strategy

To continue with our well established
general marketing initiative via
general training, web interfaces,
training brochures, posters, newsletters and e-mail messages

To concentrate on four identified
niche markets to take our marketing
and ScienceDirect usage to a higher
level
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© University of Pretoria
SD titles individually
linked
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Links to individual SD
articles
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SD
journals
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Marketing plan
2
1
3
4
Macro
Market
Micro
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© University of Pretoria
Market segmentation
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1st year students in 3
faculties
E-only generation
2
Staff with preference
for paper journals
• NSE 879*
• VET 23
• EBIT 1183
• All faculties: 800
Paper lovers
3
Post-grads and young • All faculties: 9700
researchers
Pyramid climbers
4
Innovation managers/ • All faculties: 22
teaching consultants
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Marketing plan
2
1
3
4
Macro
Market
Micro
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Marketing mix
Marketing mix is a collective term for a set
of controllable marketing variables that the
organisation can use to satisfy client needs
7 P’s
product, price, promotion, people, physical
evidence, processes, place
4 C’s
cost, convenience, communication, choice
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Target Group 2 : The paper lovers
Description
Academic staff who prefer
journals in dead-tree format
Mindset
Established work habits and
preferences, influential
Value proposition
24/7, everywhere, easier, faster,
relevant information, personalised , easy to share and
printable (PDF)
Customer development and
retention
Generate repeat usage
Our Aim
We offer Convenience
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© University of Pretoria
Marketing mix – Programme 2
Product/Service
Alerts (TOC and subjects), additional
content, browsing, customisation, preprints
Price
Competing for Information Resources
budget share, forfeit paradigm
Place / Channel
Web
Promotion
Personal training sessions, campus
news, newsletters, listservs, brochures,
meetings, teasers, e-mail, word of mouth
People
Information specialists, faculty
innovators
Physical
Evidence
Paper printouts
Processes
Work station configuration, integration
with other information sources
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© University of Pretoria
Marketing programmes: Product
E-only generation
Searching, articles immediately
available, logical place to start,
combine with Scirus
Paper lovers
Alerts, (TOC and subjects),
additional content, browsing,
customisation, PDF, pre-prints
Pyramid climbers
Alerts, Citations, author gateway,
searching, pre-prints, SD subject
specific portals, 24/7
Innovation
managers and
teaching
consultants
Modern features, tool to drive
innovation
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© University of Pretoria
Marketing programmes: Promotion
E-only
generation
Group training, bags, screen savers, SD
splash, word of mouth, posters, SMS
messages, self help training programme,
lecturers, tutors, information packages in
coursework
Paper lovers
Personal training sessions, campus news,
SD splash, brochures, departmental
meetings, e-mail, listservs
Pyramid
climbers
Training workshop for authors, posters, email, listservs, COP’s, UPeTD (e-theses),
word of mouth, library web and portal
Innovation
managers and
teaching
consultants
Personal contact, campus news, listservs,
e-mail, teasers, newsletters
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© University of Pretoria
Marketing programmes:
Value proposition
E-only
generation
Empowerment
Paper lovers
Convenience
Pyramid
climbers
Recognition
Innovation
managers and
teaching
consultants
Innovation
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Marketing plan
2
1
3
4
Macro
Market
Micro
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© University of Pretoria
Critical success factors

Adequacy of IT Infrastructure on campus and
at home

Degree to which the product can add value to
the clients’ work processes

Integration with other information products to
produce a complete information experience

Support from Elsevier

Training of our own staff to specifically deal
with these situations
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© University of Pretoria
Marketing plan
2
1
3
4
Macro
Market
Micro
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Evaluation
 Monthly statistics
- Identify variances and correct

Feedback from clients
- Focus groups, surveys, chat sessions,
surveys
- Detect obstacles and take steps
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Business exist 
Create customer value =
Sustainability
© University of Pretoria
The evolution of marketing
Mass Markets
Customer focus
Relationships
© University of Pretoria
Paradigm shift
One way
Relationships
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Five levels of relationship marketing
1
Basic Marketing
2
Reactive marketing
3
Accountable marketing
4
Pro-active marketing
5
Partnership marketing
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Partnership marketing
Partnership marketing
comprises activities during which
the Company (Elsevier) and the
customer (Library and End users)
collaborate to discover ways to
perform better and to
co-create value
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Marketing activities

ScienceDirect user guides to staff

One-on-one training of staff

Content pages

Weekly hints and web research guides

ScienceDirect splash

Self-help training programme

SD Connect and Library Connect

In the pipeline
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© University of Pretoria
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ScienceDirect articles downloaded
2002/2003
20000
15000
10000
5000
0
Jan
Feb
March
April
May
June
July
Aug
Ave
2002
3386
7247
8645
8944
8754
6072
8053
9891
7624
2003
7682
14249
18411
15413
16688
16696
18132
19836
15888
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© University of Pretoria
Value net
Authors
End user
Sponsors
Value
Consortium
Librarians
Publishers/
Vendors
Technologists
© University of Pretoria
Characteristics of a value net
All the role players collaborate and interact
regularly to co-produce value
Value is created for all its participants
It is focused on the end user and his/her needs
It is built on relationships
It is non-linear
Participants operate within a collaborative,
digitally linked network
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© University of Pretoria
End user needs
Value added by Library
• Subscription
• Rights management
• Training
• Human interface
• Customisation
• Alerts
• Integration in
coursework
• Available at point of need
• Library web
• Portal
Needs
Access: 24/7, anywhere
Easy to use
Useful end results
Just-in-time
information
Help against
information overload
Value added by Elsevier
• Web access
• Intuitive interface
• Manuals, tutorials
• External and internal
linking
• Reputable content
• Personalisation
• Pre-publication
• Customisation, eg subject
specific portals
• Personalisation
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Library needs
Value added by
Consortium
Needs
Quality information
• Negotiation
Sustainability of
subscription
Convenient access
Value added by Elsevier
• Peer review
• Editing
• Affordable pricing model
• Partnership marketing
• 24/7 web access
• On and off campus
• Unlimited access
User friendly system
• Intuitive interface
• Manuals, tutorials, help
• Robust
Systems integration
• External linking
Continuous development
• Infrastructure and technology
development
• R&D
Management information
• Usage reports
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Publisher/Vendor needs
Value added by Library
• Funding
• Develop lifelong users
• Change management
• Promotion
Needs
Return on Investment
Market growth and
sustainability
• Local CRM
• Communication channel
Access to end users
• Info literacy and product
specific training
• Provide IT infrastructure
• Integration into work
processes of end users
• Local web interfaces
• Rights management
Become part of
information
environment and a
preferred product
• Knowledge of the end user
Feedback for product
enhancement and
development
Value added by End Users
• Increased usage
• Funding
• Contribute to content
• Integration into work
processes of end users
• Identify attributes/benefits to
increase the effectiveness of
their market offer to target
customers
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© University of Pretoria
Thanks to the UPSD
Marketing team who started
this journey with us last year!
Thanks prof Tinus for your
advice and help!
Thanks Ria and Eleta for
assistance with the
presentation!
Thanks Andre for the sound!
Thanks Elsevier for the
opportunity to participate!
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© University of Pretoria
Music:
Who pays the
ferryman
Yannis Markopoulos
Enjoy
Enjoythe
thetrip!
trip!
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© University of Pretoria