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The Playboy Story: Diversifying through E-Marketing in the 1990s

Learn how Playboy utilized multimedia channels, including cable TV, digital media, videos, and the internet, to diversify their business and generate revenue in the 1990s.

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The Playboy Story: Diversifying through E-Marketing in the 1990s

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  1. E-Marketing Plan (網路行銷企劃) Legal - Ethical Technology Internet E Competition Other factors Markets SWOT E- Business S Strategy/ E - Marketing Implementation Model Strategy Marketing Mix/CRM P Performance Metrics

  2. Situation Analysis Design Implementation Plan to Meet the Objectives Link E-Business with E-Marketing Strategy Budgeting Formulate Objectives Evaluation Plan Overview • The Playboy Story • A Six-Step E-Marketing Plan

  3. 1. The Playboy Story • 1990s: A plan to add multimedia content channels. • After years of declining circulation and revenues. • Channels include: cable TV, digital media, videos, and the Internet to its magazine format. • Playboy TV: sexy entertainment for couples. • Playboy web site: take full advantage of the interactivity and multimedia carrying capabilities.

  4. The Playboy Story (1) Based on a thorough understanding of the firm’s assets. • A strong brand, • A base of 4.5 million readers, • Extensive editorial (龐大的編輯), • Advertising sales experience, • The Playboy bunnies (兔女郎). (2) Goal: Diversify (多角化) the business.

  5. The Playboy Story (3) A marketing plan for generating revenues from: • Advertising. Entice (慫恿) traditional advertisers to extend their magazine reach to new online markets. • E-Commerce: Sell Playboy-brand items online. • Online gaming. Displays horse races, sends e-mails to notify, and provides betting tips (賭金) from popular Playboy Bunnies. • Online events. Users can join the Cyber Club for $60 a year and view behind-the-scenes (幕後花絮) content. (4) Evaluation • Is still losing money, but less than magazine industry average. • Bet on online gaming to draw future revenues.

  6. 2. A Six-Step E-Marketing Plan • It is a guiding, dynamic document that links the firm’s e-business strategy (e-business model) with technology-driven marketing strategies and lays out (規劃) details for plan implementation through marketing management. • It serves as a roadmap to guide the direction of the firm, allocate resources, and make tough decisions at critical junctures (危機).

  7. Opportunities Threats 1. 1. Pending (懸而未決) security law means Hispanic (拉丁美洲) markets growing costly software upgrades. and untapped (尚未開發) in our industry. 2. Competitor X is aggressively using e- 2. Save postage (郵資) costs through commerce. e-mail marketing. Strengths Weaknesses 1. Strong customer service department. 1. Low tech corporate culture 2. Excellent Web site and database 2. Seasonal business: peak (尖峰) is summer system. months. E-business Goal: Initiate e-commerce in within one year. Metric: Generate $500,000 in revenues from e-commerce during the first year. SWOT, Objective, and Metric Example from E-Business Plan

  8. Step 1: Situation Analysis • Review: • The firm’s environmental and SWOT analyses. • The existing marketing plan and any other information that can be obtained about the company and its brands. • The firm’s e-business objectives, strategies, and performance metrics.

  9. SWOT Analysis • Opportunity/ Threat • The competition and looks at external environment • 法律/政治、科技環境、使用者趨勢、全球市場… • Strength/ Weakness • The company’s internal capability

  10. Key Internal Capabilities for E- Business(Adapted from Kalakota & Robinson, 1999)

  11. SWOT Example: Amazon.com

  12. Step 2: Link E-Business with E-Marketing Strategy • Create supporting e-marketing strategy for the e-business goals. Targeting Differentiation Tier 1 tasks Segmentation Positioning E-Marketing Strategy Offer Tier 2 tasks Value Communication Distribution

  13. Create supporting e-marketing strategy for the e-business goals • Tier 1 strategy • segmentation, targeting strategies • differentiation, positioning strategies • Tier 2 strategy: 4P’s and relationship management • offer (product) strategies • value (pricing) strategies • distribution (place) strategies • communication (promotion) strategies

  14. Step 3: Formulate Objectives • An objective takes the form: • Task (what is to be accomplished), e.g. : • Increase market share, Increase sales revenue, • Reduce costs, Improve databases, • Achieve customer relationship management goals, • Improve supply chain management… • Measurable quantity (how much), • Time frame (by when).

  15. Example of E-Marketing Objective-Strategy Matrix

  16. Step 4: Design Implementation Plan to Meet the Objectives • Select tactics (戰術) or detailed plans to achieve the objectives. • Design e-marketing mix tactics. • product/service offering • pricing/valuation • distribution/supply chain • integrated communication mix • Design relationship management tactics. • Design information gathering tactics. • Design organizational structures for implementing the plan.

  17. Step 5: Budgeting • Forecast revenues. • include Web site direct sales, advertising sales, subscription fees, affiliate referrals, sales at partner sites, commissions, and other fees. • Evaluate costs. • employees, hardware, software, web site… • Identify the expected returns from an investment. • Determine whether the effort is worthwhile. • Cost/benefit analysis, ROI (投資報酬率) calculation…

  18. Step 6: Evaluation Plan • Identify appropriate performance metrics. • Once the e-marketing plan is implemented, its success depends on continuous evaluation. • Before to Measure Success, firms used: • Financial performance (e.g. ROI), • Market share, • The bottom line (profits). • BUT these approaches are narrowly focused and place more weight on short-term results rather than addressing the firm's long-term sustainability.

  19. Customer Perspective Internal Business Perspective Innovation and Learning Perspective Financial Perspective Goals Measures Goals Measures Goals Measures Goals Measures The Balanced Scorecard • Four Perspectives (透視觀點)

  20. Customer Perspective Scorecard Example

  21. Internal Perspective Scorecard Example

  22. Innovation and Learning Perspective Scorecard Example

  23. Financial Perspective Scorecard Example

  24. Scorecard Benefits • Balance long-term and short-term measures. • Go beyond financial metrics in measuring many different aspects. • A great communication tool because employees can use the scorecard as a guide to coordinate their efforts. • The are flexible and allow firms to select appropriate metrics for their goals, strategies, industry, and specific vision.

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