Group 3
Activia
Aldo
Dominos
Dr. Pepper
M.A.C.
Samsung
Topshop
THE KINDLE
BACKGROUND
Brand essence
Simple Imaginative
Narrative
Key Target
Busy, 25-35 year old
young professional avid
readers
Secondary Target
36-54 year old
professionals
Loyalty
Committed, can be
price switchers and/or
fence sitters
POSITIONING
STATEMENT
To target 25-35 year old
young professional avid
readers that are always
on the go, in search of
a complete enjoyable
reading experience,
only Amazon Kindle
gives you the ability to
escape into a narrative
through simplicity.
Brand Associations
Black and Orange
Amazon Kindle logo
Slogans
“Books in 60 Seconds.”
“Kindle Books. Buy
Once, Read
Everywhere.”
Whispersync image of
boy sitting under a tree
SEGMENTING THE
KINDLE/E-BOOK
CATEGORY
Price Segmentation
The e-Reader market is
segmented through
product attributes
The Kindle is being
reasonably priced at
$139
Priced toward their
target market which is
the middle class
Their competition includes
the iPad which is priced at
$499 and the Nook is $149
but the newer, Nook Color is
$249
The iPad is segmented
toward the technology lover
who will shell out any amount
The Nook is focused on their
main Barnes and Noble
reader, which is priced
almost around the Kindle
Purchase Behavior
Segmentation
One time purchase
Although not too
expensive, this may be
considered a big
purchase
If something were to
happen with it, the
consumer may not be
inclined to purchase the
same e-Reader
Lifestage
Segmentation
Graduated college
Has a career or on the
way to a career since
the target is 25-35
Very hectic lifestyle, on
the go constantly
Psychographic
Segmentation
Young professional, 2535 years of age
Wants a simplified way
of making reading easier
Values reading & time off
Wants a clutter-free way
to read
THE KINDLE BRAND
IDENTITY STRUCTURE
Kindle as Product
Product Scope
Wireless reading device
Quality/Value
E ink technology,
massive storage and
long battery life
Uses
Reading and Saving
files
Product Attributes
Paper-screen like,
wireless access,
ergonomics design,
keyboard, bookmarks,
search, built-in dictionary,
long battery life, global
coverage, Highlights, PDF
and Music
Users
Readers
Origin
Seattle, Washington
Kindle as Organization
Largest Electric Retailer
in U.S.
Offers More than
200,000 titles
Kindle as Person
Casual
Fun
Active
Comfort
Kindle as
Symbol
Logo
Tagline
Buy Once, Read
Everywhere
Functional Benefits
- Light weight
- Long battery life
- Simple to use
- Ability to storage books
(up to 3,500)
- 16 shades of gray
- Whispersync
technology
Emotional Benefits
- Stress free
- Relaxed
- Satisfied
- Content
- Delighted
- Enthused
THE KINDLE
PERSONALITY
Kindle
Excitement because it's
adventurous,
imaginative, innovative
Sincerity because it's
warm, sentimental,
cheerful
Competence because
it's reliable, efficient,
simple to use
Kindle uses a
relationship base
model. It is an
extension of who you
are. You won't leave
home without it and if
you do, your whole
day is off to a bad start.
Is there anything
about our
competitors (and
their personalities)
that should impact
what we say or
do?
iPad - I'm modern, hip. I'm
color, I'm Apple
Nook - I'm not apple but
I'm a step up from Kindle.
THE BIG KINDLE IDEA
NARRATIVE
What is the relevant
differentiation for
Kindle?
Who should it be geared
to?
25-35 year old onthe-go, young
professional avid
readers
What would a successful
ad campaign look like
for the brand?
Commercial 1
http://vimeo.com/17505242
Commercial 2
http://vimeo.com/17508265
Commercial 3
KINDLE GOES
NON-TRADITIONAL
Amazon
Kindle
Public
Library
Pop up store in the form of
a library or a Barnes and
Noble bookstore
It features hundreds of
preloaded Kindles divided
into categories of books in
different sections (for
example, romantic, mystery,
biography, sports)
Gives people the chance to
handle the Kindle and enjoy
the serenity of a library
reading experience.
Subway
Publicity
Stunt
Subway pulls into station
and one of its cars is filled
with books, 3500 to be
precise
People will react to the
visual
Kindle ads on the outside of
the car with tagline “All in
one for a lifetime”
Flash
Mob
1000 people at Grand
central Station, possible
deal with Improv anywhere
All take out their Kindles
All at once read a dramatic
passage from “Catcher in
the Rye”
Acting out scene in the book
stresses the narrative
KINDLE AND
THE DIGITAL SPACE
Share a
highlight/excerpt
Connect through Twitter,
Facebook, Tumblr
accounts, etc.
Share a note
Voice your opinion on
social networking sites
Digital book club
Host book club forums
for specific books
Exclusive live chat room
sessions & webinars
with the authors
Get exclusive insight
about the book directly
from the author
CONCLUSION