Marketing Plan: Living with Series (Anxiety, Depression, Dementia)

        The Living with Series is categorized in the non–fiction genre of book market. Lat year this category shows an overall increase of +5.2% in the revenues. This is a positive sign for the success of the Living With series. It shows that the market of Adult non-fiction market has great potential of future growth and therefore, the market situation is favourable for the Living With series, Hence, the changes of success are considerably high.

        Similarly, the sub category of adult-nonfiction for this series is health. An overall 5% increase is also shown in this category during the last year. Therefore, along with the economic instability and political changes the market situation is satisfactory and favourable to ensure positive results for Living With series.

Competitors of “Living With” series

How to place our marketing and where:

Following are the some of the competitors that can give tough time to Living with series.

Atkins, S. (2015). Dementia For Dummies - UK. John Wiley & Sons. £13.18

James, O. (2009). Contented Dementia: 24-hour Wraparound Care for Lifelong Well-being. Random House. £9.90

Mace, N. L., & Rabins, P. V. (2011). The 36-Hour Day: A Family Guide to Caring for People Who Have Alzheimer Disease, Related Dementias, and Memory Loss. JHU Press. £8.99

In the above-mentioned books, the Reason to stay alive and the Novel cure are the two most potential competitors of Living series because these books are written know writer as compare two the other three writer and these books have already established strong position among the readers.

The book will be shipped from China in July 2019, the shipment will take 6 weeks, 4 weeks are occupied for printing. Then final launch of the Living with Series is expected in October 2019.

Marketing objective of Marketing Plan

It is aimed to sell 3000 copies within a one-year period whereas the series is aimed to be launched on the 10^th October 2019 on the World Mental Health Day therefore; it is intended to sell 1000 copies on the 1^st day.

To be present on the bookshelves of the main bookstore and other books selling points of the market.

To be the first choice of the readers in the market by especially focusing on the readers of Mental Health Genre

Marketing strategy of Marketing Plan

        For this project, it is aimed to use the multiple marketing strategies including the psychographic, PR marketing, and social media marketing (Brown 2017).

        Following this, the PR marketing always plays vital role for any organization therefore, with this marketing strategy it is aimed to create awareness about the book series through improved relations (Bhasin 2017). Moreover, in this regards, the event marketing will also be focused in which “The world Mental Health Day” 10^th October 2019 is focused.

        Likewise, in the modern time, the social media is regarded as the most effective source of marketing; therefore, it is also pointed to use the social media marketing strategy to create awareness about the book as well as to encourage people to buy this series of book.

Target Market: Segmentation, Targeting and Positioning of Marketing Plan

    For Living with Series, the target and market segmentation is defined clearly. The age group is 25 and both, gender is both male and female, both high and middle income individuals, the behaviour for target market are those people who are hard core readers suffering with anxiety or depression and want to help themselves.

    In the market segmentation, the broad target market for Living with Series is divided into small segments or into subgroups, which makes it easy for the marketers to set their focus on the readers that are most expected to purchase the book (Shenkar 2014). Furthermore, the psychographic segmentation is aimed to be used for this publications that will address the shared psychological characteristics of both male and female of 25 and above. Therefore, psychographic marketing segmentation is aimed to be used for this publication to target the customer that has interest in the field of Mental Health Genre.

    In the targeting, both male and female of 25 and above will be targeted from from the market segment (Ryan 2016). For the market of Living with Series, the target market is Europe and UK. However, the major target market will be Paris.

    In regard of positioning, Living with Series is at its initial stage accordingly, it is required to develop market position therefore, it the positing strategy is based on the High quality and market competitive price. The positioning describes that how customers perceive the product. It is also called value positioning in which the product’s market is decided as compare to the market (Bhasin 2017). Accordingly, the price of a paperback is £ 12.99 and eBook is £9.99 which is competitive price.

Marketing communication mix of Marketing Plan

    The marketing mix communication is a set of the communication channels that are used for the marketing of a product or services (Brown 2017). Following are the marketing communication mix that are planned to be used for the marketing of our publication.

Supply chain and communication of Marketing Plan

    The major focus of our publication will be in EU and UK therefore, the focus of our publicity and promotion will be on the targeted market. Following this, it is expected that the most of the titles will be sold through the traditional book retailers, online bookstores such as Amazon, Airports, Trains & Trams stations, local libraries, and street book vendors (Armstrong 2015). Moreover, it is also aimed to sell book in various event related to the mental health.

    Currently the plans are to promote the book in English in the local market, following the publication of the book series on 10^th Oct 2019; there are plans to translate it into other languages as well.

Trade promotion and sales rep support of Marketing Plan

    The Living With series is scheduled to publish on the Word Health Day on 10 October 2019. Considering this publishing data the promotional activities will be completed before September 2019. At the start of the promotional strategy the marketing team will meet with the sales representatives. The proof of the book along with the advanced information sheet will be send to the sales representatives at the end of the first quarter of the coming year in April.

        The Profile Book is the selected publisher that is best known for the nonfiction publishes and stimulation. In order to ensure the advanced booking of slots for promotional complain of Living with on TV and Radio, in May 2019, the press resale with be send to all the press contact through Profile Book. Moreover, in the next month of June the 2019, the proofed copies of the draft will be sent for the review to the press. In the month of August the proof copies along with the advance information will be sending to the selected bookstores across London. These bookstores include London Review Bookshop, Daunt Books, The Broadway Bookshop, and Persephone Books. These stores are the well-known stores of London for the Non-Fiction books. Hence, the promotional activities will be completed still September 2010 and the Book will be published on 10 October as per scheduled on the World Mental Health Day.

Promotion campaign of Marketing Plan

        The promotion campaign is the major part of the marketing therefore, in this way, it is aimed to give most importance to the social media as it is high result oriented tool used in promotional campaigns. Following this, the social media such as the Facebook, Instagram, twitter, etc will be used to attract large population (Ryan 2016). The reason to use these tools is that with the advent of Big Data analysis, the social networks enables the marketers to easily target the potential customers. Therefore, it is decided to develop social media pages and channels containing the title. However, alongside, the potential readers will be targeted through the pre-existing channels. Moreover, the relevant content and hashtag will be published to create awareness among the target market about the book. Further, the content will also encourage the readers to take part in discussion about the readers and our social media experts will respond to their queries.

    Moreover, in the current market, the blogs as well as the Vlog will be produced for the marketing purpose of our publications.

    Moreover, for the advertisement of the book, the traditional marketing sources such as the TV, Radio and news papers will also be used.

Publicity campaign of Marketing Plan

        With regard to publicity campaign the word of mouth through media is the focus. Media play a key role in creating knowledge and sharing information among the masses. Therefore, considering the importance of Media the PR and publicity campaign of Living series With will use following medium. In order or target the TV audience it is intended to do an interview of the Author in October before the Publication. Furthermore, New Channels like BBC will be used to spread knowledge about mental health issues and Living with series as a solution.

        Moreover, health slots of Radio will be captured to spread knowledge about the book. Likewise, Radio for book club will also be focused for the publicity of the book. Likewise, famous newspapers will be used to cater the audience of newspaper readers. In this regard, The Guardian, BBC News, Daily Express will be mainly focused.

References of Marketing Plan

Armstrong. 2015. Marketing: an introduction. Pearson Education.

Atkins, Simon. 2015. Dementia For Dummies - UK. John Wiley & Sons.

Bhasin, Hitesh. 2017. Marketing strategy . December 15. Accessed Febuary 1, 2018. https://www.marketing91.com/marketing-strategy-of-adidas/.

Brown, Heather. 2017. The ultimate list of Marketing Strategy. Accessed 2018. https://www.hubspot.com/marketing-statistics.

Hutt. 2012. Business marketing management: B2B. Cengage learning.

James, Oliver. 2009. Contented Dementia: 24-hour Wraparound Care for Lifelong Well-being. Random House.

Mace, Nancy L., and Peter V. Rabins. 2011. The 36-Hour Day: A Family Guide to Caring for People Who Have Alzheimer Disease, Related Dementias, and Memory Loss. JHU Press.

Ryan. 2016. Understanding digital marketing: marketing strategies for engaging the digital generation. Kogan Page Publishers.

Shenkar, Oded. 2014. International business Marketing Strateggies. Routledge.

Profile Books. 2018. Dementia: The One-Stop Guide - Profile Books. [ONLINE] Available at: https://profilebooks.com/dementia-the-one-stop-guide.html. [Accessed 26 November 2018].

Mental Health Foundation. 2018. Mental Health Awareness Week | Mental Health Foundation. [ONLINE] Available at: https://www.mentalhealth.org.uk/campaigns/mental-health-awareness-week. [Accessed 26 November 2018].