PARTNERSHIP MARKETING: A NEW APPROACH TO ENSURE SUSTAINABILITY IN A DIGITAL LIBRARY

1. PARTNERSHIP MARKETING: A NEW APPROACH TO ENSURE SUSTAINABILITY IN A DIGITAL LIBRARY Presented by: Hilda Kriel Academic Information Service University of Pretoria South Africa E-mail: krielh@ais.up.ac.za IATUL The 24th Annual Conference Ankara, Turkey June 2 – 5, 2003 © University of Pretoria

2. Sustainability Sustainability Business exist  Create customer value = © University of Pretoria

3. + Value networks Partnership marketing © University of Pretoria

4. Mass Markets Relationships Customer focus THE EVOLUTION OF MARKETING © University of Pretoria

5. Relationships One way transactions PARADIGM SHIFT © University of Pretoria

6. Business exist  Create customer value = Sustainability Relationship marketing Cost Activities Value chain Technology Technology Value net Partnership marketing Cost Activities Relationships AIS Sustainability Marketing Plan © University of Pretoria

7. Basic Marketing 1 Reactive marketing 2 3 Accountable marketing Pro-active marketing 4 Partnership marketing 5 FIVE LEVELS OF RELATIONSHIP MARKETING © University of Pretoria

8. Business exist  Create customer value = Sustainability Cost Activities Relationship marketing Value chain Technology Technology Value net Partnership marketing Cost Activities Relationships AIS Sustainability Marketing Plan © University of Pretoria

9. GENERIC VALUE CHAIN Firm Infrastructure Human Resource Management Margin Support activities Technology Development Procurement Inbound logistics Operations/production Outbound logistics Marketing and sales Service Margin Books Databases Information products Journals Customised/coherent information environment Access delivery modes Adapted from the model by Porter in Competitive advantage: Creating and Sustaining Superior Performance (1985)as cited by Kotler (2000) in Marketing Management, p44. Functional/Primary Activities

10. Cost Activities Value chain Cost Activities Relationships Business exist  Create customer value = Sustainability Relationship marketing Technology Technology Value net Partnership marketing AIS Sustainability Marketing Plan © University of Pretoria

11. Cost Activities Relationships Business exist  Create customer value = Sustainability Cost Activities Relationship marketing Value chain Technology Technology Value net Partnership marketing AIS Sustainability Marketing Plan © University of Pretoria

12. VALUE NET Authors End user Sponsors Value Librarians Publishers Vendors Technologists © University of Pretoria

13. CHARACTERISTICS OF A VALUE NET • All the role players collaborate and interact regularly to co-produce value • It creates and increases value 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 © University of Pretoria

14. Business exist  Create customer value = Sustainability Cost Activities Relationship marketing Value chain Technology Technology Value net Partnership marketing Cost Activities Relationships AIS Sustainability Marketing Plan © University of Pretoria

15. Client numbers Information Sources +20 % +50 % Rand versus Dollar Buying power -75 % -56 % © University of Pretoria

16. WHY ScienceDirect? Most expensive information product • Pricing model • • Not fully utilised Cost per article too high • © University of Pretoria

17. Business exist  Create customer value = Sustainability Cost Activities Relationship marketing Value chain Technology Technology Value net Partnership marketing Cost Activities Relationships AIS Sustainability Marketing Plan © University of Pretoria

18. 3 2 1 4 Macro Market Micro MARKETING PLAN 7. Marketing Programmes 6. Market Segmentation 8. Critical issues 5. Marketing Strategy 9. Evaluation 4. Marketing Goals Marketing Plan 3. Market Analysis 2. Product Introduction 1. Executive Summary © University of Pretoria

19. PRODUCT FEATURES versus CLIENT BENEFITS © University of Pretoria

20. AIS is an important role player in the UP e-University initiative ScienceDirect e-only option not necessarily in accordance with client preference UP currently leading SA universities in research output. Aim to become leader in per capita research output Price of product Inaffordability SWOT ANALYSIS S W O T © University of Pretoria

21. MARKETING GOALS Quantitative •To increase usage by 50% •Lower cost/article to $3.24 Qualitative • Optimise all features • Create publishing opportunities for [young] researchers © University of Pretoria

22. MARKETING 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 © University of Pretoria

23. • NSE 800 • VET 23 • EBIT 1183 1st Year students 1 Paper lovers • All faculties: 800 2 3 Young researchers • All faculties: 9700 Innovation managers/ teaching consultants 4 • All faculties: 22 MARKET SEGMENTATION © University of Pretoria

24. MARKETING PROGRAMMES: Product © University of Pretoria

25. MARKETING PROGRAMMES: Promotion © University of Pretoria

26. MARKETING PROGRAMMES: Value proposition © University of Pretoria

27. RESULTS © University of Pretoria

28. VENDOR - Elsevier © University of Pretoria

29. LIBRARY - Academic Information Service © University of Pretoria

30. END USERS © University of Pretoria

31. ACKNOWLEDGEMENTS •Prof J De Wet, University of Pretoria •Academic Information Service •Elsevier © University of Pretoria