MIS

Value Chain

Value Segment-

Customer Segmentation:  We have divided the customers into different segments based on the following characteristics:

1)     Location (Different Cities)

2)     Type of customer ( Students, Employees, Institutions, Government Organizations)

3)     Access to Internet via Mobile, Tablets, Laptops etc

Market Focus:

1)     We are focussing on Mumbai city for now with expansion plans in the future.

2)     Special emphasis would be on students. Also, focus on Institutions, Government organizations and Corporate which need books in bulk.

3)     Focus on the new Generation population with access to Mobile, Tablets etc and are comfortable with e-commerce. Others can also avail online services at our retail stores.

Market Positioning:

1.      We position our company in the domain of buying, selling and renting old and new books.

2.      We position our company with the convenience of buying and renting books at the comfort of customers’ doorsteps.

Value Proposition

Product Development:–

Rent, Sale and Buy books.

Rent- Having different membership plans for renting books. Plan includes:

•             Bronze Plan – 1 member 1 year 2 books/turn Limited delivery.

•             Silver Plan – 1 Member 1 year 3books/turn Limited delivery.

•             Gold Plan – 1 Member 1 year 4books/turn unlimited delivery.

•             Platinum Plan – Family plan 1 year 5 books/turn Unlimited delivery.

Sale- Selling new and old books through retail and online services.

Buy- Buying new and old books from various vendors.

Pricing: –

1.      All the prices are set competitively to allow maximum market penetration:-

Bronze plan – Rs 200/month,

Silver - Rs 300/month,

Gold - Rs 800/month,

Platinum – Rs 1000/month

Sourcing:

1)     We plan to source new books from publishing houses directly. The main value will be the sourcing of old books from local raddiwalas. These books will further be improved in condition using binding etc. and would be resold or rented at competitive prices.

Distribution:

1.      It is mainly through our internet site. We also plan to have a small network of young people who can deliver the book at customers’ doorsteps.

Value Network

Sales force:

1)     Sales will be taken care through the internet. We will be providing customized and high quality offering to the customers through this medium. In addition, customers can visit the store and also use the services.

2)     We also have pickup centres with local shops tie-ups.

Sales promotion: –

1.      Special offers to retain customers and get new customers.

2.      We will also be educating the local  store owners so that they can promote our product to the people visiting them.

Advertising:

1.      Extensive campaigning through Facebook, Twitter, Word of mouth, Schools and Colleges in Mumbai. Ads in newspapers and magazines – Mumbai edition or local magazines. Promotion through local radio, local events etc. All promotion will be looked at capturing the market in Mumbai for now.

Marketing Information System (MIS)

Marketing managers in a company should be well acquainted with all the information pertaining to the company. Based on the information, they can proceed to make marketing strategy. Thus it is imperative that the company must organise and distribute a continuous flow of information to its marketing managers. A marketing information system (MIS) consists of people, equipment and procedures to gather, sort, analyse, evaluate and distribute needed, timely, and accurate information to the marketing decision makers.

MIS has three components namely:

1.      Internal Records

2.      Marketing Intelligence

3.      Marketing Research

Internal Records – Internal records as the name suggests consists of information within the company such as reports of orders, sales, prices, inventory levels etc. Some of the parameters that marketing managers need to know include:

a.      Order to payment cycle – In a conventional business model the normal course includes sales person generating invoice, invoice sent to various departments, delivery to the customer. A successful business model should strive to minimise this cycle. In our model we will have improved logistics and inventory management system so as to achieve on time delivery. Since we have online portal wherein all the departments will be connected, logistics department need not wait for clearance from sales department to deliver the book. As soon as the customer clicks on a particular book logistics department will come into action thereby reducing the delivery time.

b.      Sales Information system – It includes continuous updation of database as well as updating the website. In our model if a customer buys or rents a book then the information will be updated immediately so that marketing managers as well as customers have clear understanding of our inventory.

c.      Database, data warehousing and data mining – It includes customer database, product/inventory database at large. Customer database will contain all the information pertaining to the customer including but not limited to name, address, past transactions, demographics, activities, interests etc. Based on customer’s tastes and preferences books can be recommended to the customer thereby facilitating increase in sales. By carefully studying the trends in sales, we will be continuously reviving the product offering so that we can stay ahead in the competition.

Marketing intelligence system - It is set of procedures and sources managers use to obtain everyday information about developments in the marketing environment. It can be achieved through:

a.      Network Externally – It includes complete information about the rival company. It can be obtained by competitors published reports, competitor’s ad, news stories about them. We will be watching closely the activities of rival companies be it inventory management, customer service, customer grievance cell etc. so that changes can be brought in our company as per market needs and wants.

b.      Set up a customer feedback system–Robust customer feedback system will be given utmost priority so as to adapt the company with changing tastes and preferences of the customers. This will also help in collecting competitive intelligence.

To prepare marketing strategy marketing managers need to analyse macro environment also which includes:

a.      Demographic environment – In India 65% of population is below 35 years of age which is our primary target customer base. Apart from that literacy rate in India is increasing at around 9% yoy basis thus our customers.

b.      Economic environment – Per capita income has risen almost 17% to Rs 53,000 in 2012 as compared to 2011. Thus the purchasing power is increasing which in turn will increase customer base.

c.      Social cultural environment – India is a diverse country. People have varied taste and different preferences altogether. Our inventory system will take care of that. For ex People in Tamil Nadu will prefer books on Tamil culture rather than culture of any other state.

d.      Technology environment – The advent of Ecommerce has facilitated easy, simple and hassle free shopping for the customers. To take care of that we will have an effective IT system so as to make online transactions simpler and better.