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Situation Analysis
Nur Amira Syafina Binti Mohd Mokhtar 1102700592 MMI 3313 Media Innovation Faculty of Creative Multimedia Delta Year

TABLE OF CONTENTS

Chapter 1 Project Overview 1.1 Introduction 1.2 Problem Statement and Issues 1.3 Objectives and Aims Chapter 2 Project Profile 2.1 Product Name 2.2 Product Classification 2.3 Product Characteristics 2.4 Product Range 2.5 Distribution 2.6 Product Life Cycle 2.7 The Brand 2.8 Brand Image and Implication 2.9 Strength and Weaknesses 2.10 Advantages and Disadvantages 2.11 Unique Selling Proposition (USP) 2.12 Promotional History and Advertising Schedule 2.13 Positioning Statement Chapter 3 The Company 3.1 Company Overview 3.2 Business Description 3.3 Company History 3.4 Key People 3.5 Location and Subsidiaries 3.6 Brands, Major Products and Services 3.7 Corporate Vision 3.8 Corporate Mission 3.9 Companys Current Promotional Strategy 3.10 Product Sales History 3.11 Current Marketing Objective 3.12 Media Expenditure Chapter 4 Consumer and Stakeholders 4.1 Current Consumer Characteristics 4.1.1 Demographics 4.1.2 Psychographics 4.2 Stakeholders Characteristics 4.2.1 Primary Stakeholder 4.2.2 Secondary Stakeholder

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Chapter 5 Industry and Marketplace 5.1 The Industry 5.1.1 Definition of the Industry 5.1.2 Shape of the Industry 5.1.3 Development of the Industry 5.2 The Marketplace 5.2.1 Current Condition of the Marketplace 5.2.2 Changes In Marketplace Chapter 6 Competitive Situation 6.1 Direct Competitors 6.2 Indirect Competitors Chapter 7 SWOT Analysis 7.1 Strengths 7.2 Weaknesses 7.3 Opportunities 7.4 Threats Chapter 8 Strategic Target Audience 8.1 Proposed Primary Target Audience 8.1.1 Demographics 8.1.2 Opportunities 8.2 Proposed Secondary Target Audience 8.2.1 Demographics 8.2.2 Psychographics Chapter 9 Research Development 9.1 Marketplace Research 9.2 Market Observation 9.3 Online Survey 9.4 Interview 9.5 Others Chapter 10 Precedent Studies 10.1 Advertising Strategies 10.2 Precedent Studies Chapter 11 Reference Chapter 12 Appendices

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Chapter 1 Project Overview

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! Chapter 1: Project Overview

1.1 Introduction Bookstores are a common thing in Malaysia, a familiar sight from the moment you start your childhood. They provide all kinds of necessities whether it is for preparing for a new school year with various stationeries and textbooks to romance novels to read in leisure. It is indisputable that there would be all kinds of bookstores competing for attention and customers in the Malaysian market, from independent bookstores to large-scale bookstore franchises. Local chains fiercely compete with the international franchises that have entered the local scene. MPH Bookstore is one of the largest bookstore chains in Malaysia with currently 27 outlets in Malaysia; 17 in the Klang Valley, 3 in Johor, 2 in Negeri Sembilan, and 1 each in Perak, Pulau Pinang, Melaka, Kedah and Sarawak operating under the MPH Bookstores brand name, as well as 4 outlets in Singapore. This number is also increasing with more outlets opening up in various new locations. They are bookstore chain under the MPH Group, a Malaysian group of companies best known for its book retailing, is involved with printing, publishing and distribution of books and library services in Malaysia and Singapore. It was founded in 1890 by Captain W.G Shellabear over a hundred years ago and is arguably one of the oldest bookstore chains in Malaysia. MPH Bookstores stocks on a large variety of book genres as well as stationery though it holds a significantly larger section of local books in both English and Malay with an effort to support local writers with their Writers Circle that also holds many in-store events. MPH is also the main book distributor for Malaysia and products from the store can also be purchased online.

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1.2 Problem Statement and Issues Due to intense competitors from other bookstore franchises, MPH faces the problem of their customers having preferences over other bookstore names. They also have customer perception of not having as much selection of books although they have a much larger selection for local Malaysian publications compared to other rival bookstores. Big promotions are also not well advertised to attract customers attention as well as a rather outdated design. 1.3 Objectives and Aims Objectives: To create a new advertising strategy promoting the local publications that is retailed at MPH Bookstore. To create more individuality in the designs to make its identity more eyecatching. To conduct more activities and events promoting all the great promotions held by MPH Bookstore. Aims: To bring awareness of the specialty of the publications that are retailed at MPH bookstore, giving it a more concrete identity. To give MPH bookstore a new updated look without completely altering the familiar image it already holds.

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Chapter 2 Project Profile

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Chapter 2: Project Profile

2.1 Product Name MPH Bookstore

2.2 Product Classification MPH Bookstore is a bookstore chain that provides book retailing with a wide range of genres including international and local published books along with stationery.

2.3 Product Characteristics Type: Books and stationery Pricing range: Books: RM 7.50 RM 180.00 Stationery: RM 3.00 RM 430.00 Online services: Books or other products can be browsed and purchased online with delivery directly to your home. Phone in Reservation Service Desired books can be booked for reservation through the phone at all available MPH outlets for a time period of 3 days. 2.4 Product Range ! Malaysian Collection Asian Collection Fiction Non fiction Humanities Non fiction Lifestyle Non fiction Personal Development Non fiction Professional Children & Teens ! (! !

Stationeries Office Tools

2.5 Distribution MPH Bookstores products are distributed indirectly. Publishing houses store uses the bookstore as distributer for their books to be available to their customers. MPH Bookstore holds many different publications so that many different genres can be available to their customers at one convenient location.

2.6 Product Life Cycle MPH Bookstore is at its maturity period

2.7 The Brand MPH is one of the largest and oldest bookstore chain in Malaysia with 27 current outlets in Malaysia and 4 in Singapore. Since going through a few ownerships, MPH is now a wholly Malaysian owned company. Selling a great variety of books and stationeries, MPH Bookstore also creates effort to promote and support local writers with a larger selection of local publications and well as holding in-store events.

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2.8 Brand Image and Implication MPH Bookstores have a many varieties of book genres available for retail with a large number of outlets nationwide available for the public. The MPH had both enjoyed successes and well as weathered storms for over a century. It has since grown and matured to become an important fixture in business in Malaysia. MPH Bookstores is a very familiar sight to many Malaysians and enjoy many constant customers. However with the stiff competitions for other rival bookstores boasting more number of books and selections, the attention is somewhat waning in the eyes of the customers.

2.9 Strength and Weaknesses Strength of the product: Wide genres of books Plenty of stores nationwide. Affordable prices.

Weakness of the product: Main product focus is books. Limited books. Un-exciting.

2.10 Advantages and Disadvantages Advantages of the product: More different genres of books for the customers, especially for Malaysian publications. Outlets are easily accessible by the customers. Products are affordable for lower income customers.

Disadvantages of the product: Not many choices for stationery and office tools. Not a huge number of books available compared to other bigger scale bookstores. ! *! !

People dont really get excited at the prospect of going to a bookstore.

2.11 Unit Selling Proposition (USP) MPH Bookstore is the oldest established bookstore of the nation with a wide variety of Malaysian publications in store and also takes a big part in supporting the local writing scene.

2.12 Promotional History and Advertising Schedule Date 27/11/2009 6/12/2009 Promotional and Advertising Book Fair Description Book to 50% RM5 specials off books if you bring along the leaflet to the book fair with purchases of RM100 and above. Get a 2-year MRC membership and above. 20 MRC membership cards up for grabs everyday 5/2/2010 7/2/2010 MPH Members Weekend Special customers offers from for with 30/11/09 till 4/12/09 for purchases of RM80 fair with discounts on books up

membership cards. Discounts of 10% to 50% off on selected ! "+! !

titles. Only at MPH Taman University and MPH Johor Square. Bahru City

3/3/201 7/3/2010

MPH Sale

MPH big sale with many discounts on books stationeries. and

Members enjoy additional discounts.

1/5/2010 31/5/2010

For Dummies Book Contest

Special promotion of 20% stores. off on all DUMMIES books in

Every

DUMMIES

book purchase entitles customer to one lucky draw ticket. Lucky winners will get to win many cool prizes. ! ""! !

7/5/2010 14/5/2010

Gal Reads at MPH and Mothers Day Celebration

Special

promotion

after the bookstore unveiled a new look after a month long makeover. Female customers are entitled 20% off on all book purchases to go with Mothers Day celebration. Special events held in celebration Mothers Day of at

selected MPH outlets.

1/5/2010 31/5/2010

Whats Cooking At MPH?

20% off on any 2 books on the selected series.

3 series are available for the promotion.

15/6/2010 20/6/2010

MPH Book Fair

20% off all books at MPH Book fair. Located at Taiping Sentral, Perak.

1/6/2010 -

School Holiday Good Reads

Special

promotions

on books in light of ! "#! !

30/6/2010 -

the school holidays 20% off on any 2 books series. of selected

1/7/2010 4/7/2010

MPH Members Sale

Big members sale 20% off all books and 10% stationeries, cards & gifts.

Selected title get 30% and 50% discounts.

23/7/2010 31/10/2010

10th Year Anniversary

100

days

of

promotions celebrating the 10th year anniversary of MPH Bookstore. Members spenders seconds outlet. Skype Book to win prizes. live with international authors. counting contest for a chance top get of 10 10 free

shopping in selected

1/6/2011 13/10/2011

MPH 105 Years & World Book Day

30% off selected titles at all MPH outlets. Events held in stores ! "$! !

for book launches and author appearances. Members discounts tickets for and get talk events

such as quizzes and competitions are held in store in conjunction of World Book Day.

November 2011

Monthly Event

NYLA Sdn Bhd and MPH Bookstores organised a search for the Malaysian Junior Writer 2011 Essay Competition.

20/1/2012 current BB1M Promotion -

Author in stores.

appearances

For every purchase of RM100 get a RM5 book voucher for MPH Bookstores.

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1/11/2012 31/12/2012

Share a gift

A project by MPH to give back to give back to the community by gifting less fortunate children with books.

A Christmas tree is set up in stores where a customer then picks out a card for a child and then purchases a book that is suitable for their age along with a message for their selected child.

The book and the message will then be wrapped and sent to the children as a gift for them.

2.13 Positioning Statement MPH Bookstore, a bookstore catering to the Malaysian publications and local writing scene, providing books to readers of all ages in Malaysia.

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Chapter 3 The Company

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Chapter 3: The Company

3.1 Company Overview MPH traces its roots to 1815 when William Milne, a young missionary, chose to set up a printing press in Malacca during 1815. In 1890 Captain W.G. Shellabear arrived in Singapore to establish a printing press known as the Amelia Bishop Press. The aim of the publishing venture was the printing of Christian literature, and eventually, the setting and printing of secular work was taken up. Amelia Bishop Press moved to Raffles Place in 1893 and changed its name to the American Mission Press. The Book Room was established to sell publications of the Mission Press, schoolbooks and other supplies for the Missions schools. In 1900, Rev. William T. Cherry arrived and helped turn the foundations built by Shellabear into a multi-faceted organisation - printing, publishing, bookselling, and book distribution, which forms the arms of todays current company.

3.2 Business Description The company, MPH Group is one that does book retailing, is involved with printing, publishing and distribution of books and library services in Malaysia and Singapore. It has 27 outlets in Malaysia; 17 in the Klang Valley, 3 in Johor, 2 in Negeri Sembilan, and 1 each in Perak, Pulau Pinang, Melaka, Kedah and Sarawak operating under the MPH Bookstores brand name, as well as 4 outlets in Singapore that carry a wide variety of book genres as well as stationery and office tools. What sets out MPH Bookstores out from the rest is it has a larger section catered to local Malaysian publications especially for the interested readers. MPH Bookstores also play a very big part in supporting local writers with plenty of in-store events where reader can meet the authors in person whether it be for book signings, book launches, storytelling or talks held by he authors. MPH Bookstores also hold writing contests in order for more fresh new writers to be discovered for their talents. Since 2002, MPH is now a wholly Malaysian company, being one of the oldest in the book business and one of the ! "(! !

largest book retailers in Malaysia. Its is also one of Malaysias innovators in terms of concept and services, constantly trying to increase the book retail business to a higher level. Furthermore, MPH Bookstores is also one of the first bookstores in Malaysia to try their foot out in the internet waters by providing book retail services online via their website. Their customers can also reserve any book that they want for book reservation at your chosen outlet for 3 days.

3.3 Company History The founder of MPH is considered Captain W.G. Shellabear. The previous name, The American Mission Press was officially changed to the Methodist Publishing House in 1906, where the acronym MPH was derived and established. In 1927, MPH was incorporated as Malaya Publishing House when it became a public stock company. Over the years, the company underwent several name changes to reflect ownership changes. Since the 1970s, MPH Bookstores has been a subsidiary of MPH Ltd, a public company listed on the stock exchange of Singapore. In 2002, the MPH brand with its book retail and book distribution arm, MPH Bookstores and MPH Distributors respectively, was bought over by a Malaysian company, Jalinan Inspirasi Sdn Bhd. It is part of a large Malaysian conglomerate owned by Malaysian businessman Tan Sri Syed Mokhtar Albukhary where for the first time, MPH becomes a wholly Malaysian-owned company.

3.4 Key People

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3.5 Location and Subsidiaries In Malaysia, the Headquarters is located at Petalling Jaya. The address is and contact details as below:

MPH BOOKSTORES SDN BHD 5th Floor, No. 15 Jalan Tandang P O Box 147, Jalan Sultan 46710 Petaling Jaya, Selangor Tel : (603) 7781 1800 Fax: (603) 7782 1800

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3.6 Brands, Major Products and Services MPH Bookstores provides different genres of books for the customers convenience. Books come from all different publications brought from both local and international markets. Type of books provided Genre Malaysian Collection A collection of books coming from local Malaysian publications. These books could be English or in Bahasa Melayu. Fiction and non-fiction included. Description

Asian Collection A collection of book from the Asian market. Including fiction and non-fiction, these are usually comprised of Asian authors, though not always of Asian subjects.

Fiction Collection of fiction books. These are comprised of different genres, such as romance, crime mystery and thriller, science fiction & fantasy, classics, ! #+! !

literary fiction, movie & TV tiein, and general fiction.

Non-fiction: Humanities Non-fiction books covering the humanities area. Genres include history, politics, biography, true account, sociology, psychology, psychology, philosophy, religion, new age, and facts & wonders.

Non-fiction: Lifestyle Non-fiction books covering the lifestyle area. Genres include art, entertainment, games & sports, hobby & interest, nature, travel, map & atlas, food & drinks, beauty & fashion, fitness & health, comics & humour and gift books.

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Non-fiction: Personal Development Non-fiction books covering the personal language development & area. Genres include self development, linguistics, education, dictionary, and family & relationship.

Non-fiction: Professional Non-fiction books covering the professional area. Genres include college & university reference, accounting, management, investment, mathematics finance marketing & & & statistics, economics, business &

advertising, hotel & tourism, architecture & interior design, engineering, information technology, science, medicine, law & statuses, career guidance, directory. ! ##! !

3.7 Corporate Vision To inspire intellectual development amongst the community we serve by offering quality books and other related products and services.

3.8 Corporate Mission To establish MPH as the leading regional brand in the book industry by consistently adopting the following core values: D Dominate to succeed in every aspect of our business.

O Offer outstanding products and services that delivers premium value. M Maintain focus and uphold the highest standard of integrity at all times. I N A T Innovate and create whilst mindful of the environment. Nurture intellectual development. Always admired by employees, business partners and community. Teamwork a must, establish a culture of PERFORMANCE, SPEEDY RESPONSE and PRIDE. E Emphasize a positive Return on Investment for all stakeholders.

3.9 Companys Current Promotional Strategy Date current Promotional Strategy Customer Loyalty Scheme Description , Membership card MPH Readers Circle (MRC Card)
,

Entitles

members

to

benefits such as savings and special offers during promotions, or pre-sale for invitations, special rates pre-registration workshops and events, ! #$! !

MPH sale days, mailing and free delivery in the Klang Valley. , Can be used at any MPH outlet across Malaysia. 1/7/2013 31/8/2013 Festivities Promotion , Special 20% promotion for selected books for the current Ramadan & Aidilfitri season. current Sales Promotion & Contest , Students get to use Kad Diskaun Siswa 1 Malaysia to get discounts and also use their BB1M vouchers to get MPH Book vouchers when spent a certain amount. , Facebook contests to win attractive prizes and lucky draws to be won.

3.9 Current Marketing Objective Short term: .. ..

Long term: .. .. ! #%! !

3.10 Product Sales History

3.11 Media expenditure , Social Networking MPH Bookstores uses social media sites such as Facebook and Twitter to promote their activities. There is also a blog that is run by MPH. These are all constantly updated with latest promotions and events that are going on in the stores at the moment. Their Facebook has reached 89,460 likes so far and posts about promotions, events and new book updates are constantly updated. Miscellaneous posts related to the brand are also posted in order to keep their page consistently fresh. Updates from their Facebook is synced to their Twitter so customers can also stay updated from that social network platform if they wish.

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Chapter 4 Consumers and Stakeholders

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Chapter 4: Consumers and Stakeholders

4.1 Current Consumer Characteristics 4.1.1 Demographics a) Age: 15-50 years old b) Gender: Male and female c) Education: Secondary and higher education. d) Occupation: Students, white collar e) Income range: Students (allowance) RM200 RM 500 Working salaries RM1800 RM5000 f) Race and ethnicity: All ethnicities and races in Malaysia g) Geographical location: Urban area 4.1.2 Psychographics a) Perception MPH Bookstore is a well-known and trusted brand of bookstore in Malaysia. It is reliable, though is known for not having a great selection of books in store. b) Learning Customers learned of the brand from friends, family and from coming across one of the many outlets themselves. c) Motivation and Needs Customers are always on the lookout for new book releases and the many promotions that MPH Bookstores holds. d) Attitude and Personality The consumers are people who do not shy away from knowledge and are on the lookout to improve themselves in terms of their intelligence and general knowledge. Also, curious people who like to discover new ideas and information on the world. e) Lifestyle The consumers most probably came from a background where books are a common piece and even if they lead a busy lifestyle they like having some laidback leisure time to read a book or flip through a magazine. ! #(! !

4.2 Stakeholders Characteristics 4.2.1 Primary Stakeholder

4.2.2 Secondary Stakeholders Publishing companies: Publishing companies are the ones who supply MPH Bookstores with their stock of books and many publishers are represented by MPH. Supplying their books through MPH Bookstores will give them more public exposure due to the fact that they have many outlets all across the country. Customers: MPH Bookstores have to maintain good service towards their customers to maintain the trust and reliability of the services to maintain a good image to the public. Through trust, loyal customers are made and good word will spread to other people.

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Chapter 5 Industry and Marketplace

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Chapter 5: Industry and Marketplace

5.1 The Industry 5.1.1 Definition of the Industry The book retail industry is a large and rapidly growing market. Companies in the industry sell books from physical retail locations; they may also sell via websites. The bookstore industry has worldwide revenue of about $60 billion, according to MarketLine. Some countries have restrictions on pricing and foreign ownership of bookstores, which have restricted the development of multinational chains. Bookstore chains in Malaysia include MPH Bookstores, Popular, Borders, Times and many more. Demand is driven by demographics and consumer income. The profits of individual companies depend on merchandising and marketing. Large companies can provide broader selections and lower prices while smaller companies can also stand up to competition by offering specialized products or by serving a more selected local market. 5.1.2 Shape of the Industry Book retail industry continues to grow in Malaysia. Especially with the recent distributions of the 1Malaysia Book Vouchers throughout all public and private sector universities ends up contributing to big boosts in sales due to the overwhelming number of students clamoring to spend their vouchers in bookstores. Based on several studies, the literacy level among adult Malaysians has been rising steadily. Today, Malaysias literacy level is above 90% and the actual practice of reading, although mostly for learning purposes, is 87%. Numerous reading campaigns have been conducted in Malaysia to inculcate reading habit among the people. Combine that with the many promotions happening on in stores more and more people are spending money on buying books in Malaysia. Though many countries are taking a step further in terms of the digital age of books with the new market of e-books being able to be purchased by ! $+! !

customers, the book industry in Malaysia seem to still be going strong in spite of their digital counterparts as people here still seem to prefer the physical feel of a book purchased from a bookstore compared to one that is read through an electronic screen though this may change in the near future with the fast developing pace that people are adapting to new technologies in Malaysia. Though for now based on the feedback received by Bernama, the e-book segment is in its infancy. Nonetheless, many players in the local publishing segment like the Malaysian National Book Council and the Malaysian Book Publishers Association have taken steps to boost e-books and e-book publishing activities. An optimistic count of bookstores nationwide is 600 outlets of varying sizes for all of 23 million people, thus, about one bookstore for every 38,000 people. About 45% of these outlets are concentrated in the Klang Valley especially in Kuala Lumpur and Selangor area. About 20% are in the northern area especially Perak and Pulau Pinang. In Johor, about 60 book outlets (10%) are actively involved in book selling. 5.1.3 Development of Industry The current value of publishing industry alone (excluding printing) is estimated at RM1.5 billion (USD405 million) in 2004, involving about 500 publishing companies, 351 of which are registered with the Textbook Section, Ministry of Education. While the bulk of the publication continues to be school-related 2 materials textbooks, workbooks and reference books the current encouraging seller in the country today is a trade book, the juvenile paperback with some local titles could reach up to 150,000 copies, which is unheard of several years back. For the past four decades, the growth and demand for academic and scholarly books in Malaysia have increased dramatically. While the major suppliers of university books continue to be foreign publishers from the USA and the UK, the contribution of local university presses is increasingly important. As in many countries, university presses in Malaysia play their role in the production, promotion and dissemination of scholarly ! $"! !

publications. The establishment of a university press encourages the scholarly publishing programmes and increases scholarly development and communication. The number of Malaysian universities involved in scholarly publishing has increased, as more local scholarly materials are needed. Malaysian market is also slowly testing the waters for an e-book market with the successful feedbacks it has been receiving from other neighbouring countries. The 2012 ASEAN e-book conference is one of the efforts undertaken by the government to develop the local publishing industry and to ensure that Klang Valley emerges as the leading digital book hub in the region. With the new information and communication technology, the publishing industries are facing new challenges namely convergence, specialisation and globalization while the demand for books, both printed and electronic, still looks promising ahead.

5.2 The Marketplace 5.2.1 Current condition of the marketplace 5.2.2 Changes in Marketplace Positive: Negative:

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Chapter 6 Competitive Situation

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Chapter 6: Competitive Situation

6.1 Direct Competitors a) Popular Bookstore

Company Background

Established in 1984, POPULAR Book Company (M) Sdn Bhd has become a household name in Malaysia and has now grown to 68 stores nationwide. It is recognized and listed by the Malaysian Book of Records as the largest bookstore chain in Malaysia, with over 600,000 square feet of retail space. There are 67 POPULAR outlets located in major towns of Malaysia.

Product Features

POPULAR carries a wide variety of fiction, non-fiction and general interest books in English, Chinese and Malay languages, as well as school textbooks and revision books. In addition, it also offers a wide selection of magazines, stationery, multimedia products, gift items and CDs.

Positioning

, It is a one-stop center for all schooling needs and for avid book readers from all ! $%! !

walks of life. , Strongly positioned as a trilingual bookstore that serves the readers with plethora of reading materials. Promotional Strategies , Print ads for promotional sales , Contests , Book fairs Advertising Schedule , Update customers about promotions regularly through social network platforms such as Facebook. , Organized many promotional sales. , Have organized a few contests for storytelling and object counting.

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b) Kinokuniya Bookstores

Company Background

A Japanese bookstore chain operated by Kinokuniya Company Ltd. founded in 1927, with its first store located in Shinjuku, Tokyo. Books Kinokuniya is known for the immense size of its bookshop.

Product Features

Kinokuniya Malaysia offers the largest range of books with over 300,000 titles in English, Japanese, Chinese and Malay. The book range is extensive, including adult and childrens literature, graphics novels, art and design books, social sciences, performing arts, and lifestyle titles. A Japanese section also carries out the latest Japanese bestsellers and an interesting selection of manga, art and craft titles, idol photo books, magazines, catalogues, e-Mooks and more.

Positioning

, Bookstore with the largest range of books in Malaysia. ! $'! !

Promotional Strategies Advertising Schedule

, Contests , Membership discounts , Have organized a few contests for storytelling and object counting. , Arts and photography exhibitions are also held from time to time in stores at the Arts Design section.

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6.2 Indirect Competitors

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