Warlox Books Group, Marketing Plan Example

Executive summary

Warlox books group is a wholesale company targeting almost all the warehouses and e-commerce companies. At the same time, the warlox gives an opportunity to the clients to buy as well as sell books as reasonable prices. New campaigns will be launched to attract the customers. The competitors will have to face a tough competition by warlox as it will be equally equipped with all the modern tactics to attract more clients than the opponents

Objectives

1. The warlox book group will meet the following objectives
2. Become a leading whole sale dealing point
3. Attract more than 400,000 registered clients with in the first 8 months
4. Make sustainable profit during the first year of launching the campaign

Company Overview

Company mission statement

The warlox wholesale company is an independent book store dealing with wholesale products and books and committed to provide you with all the educations resources including a diverse variety of books. We take pride on offering exceptional services to warehouse clubs and certain retailers-commerce companies and even some traditional bookstores. We offer the awareness by providing with books and services to foster the educational growth along with enhancing the quality of life in our community. At the same time, we strive to broaden the professional experience of our customers. We aim to assist them with every chore as long as it requires book and generals.

Concept and product / service

Warlox wholesale company strives to offer the best services to its clients and customers. All the customers are guaranteed to be treated fairly and with courtesy. The wholesale store is equipped with every book as long as it falls in the general category. The customer can order for the online order through the website too and that would not need any technical skills. At the same time, the services also cover database management, maintenance and web server administration. The warlox whole sale dealers assure the guarantee of the edition you would purchase along with the availability. However if you will order through online website, the store assures to ship the book back if it doesn’t meet your requirements. At the same time, the company maintains the national standards. The customer can submit a want list and we can find it for you from anywhere in the world. Delivery within the dead line is our motto. In fact the prices of the books will be according to the national industry stands. Honesty and integrity is a crucial part of our customer interaction program.24/7 at your service, you will get what you want at warlox wholesale company.

Industry analysis

According to a recent survey in United States, the industry of whole sale book dealers has reached an estimated cost of $ 40 billion. In fact the industry is growing over the years with almost 3% increase per year.

The latest trends in the book industry are about the religion and inspirational books. In fact most of the people are going towards eBooks including the digital textbooks as well as digital libraries. Apart from that, the latest trends also include the audio books. Graphic novels are most popular and what more interesting is that there is a considerable increase in the non function sales. Books with hardcover are the most sold with 11% increase every year. According to the “trends report” adult books are sold 27% while children books snatched a total of 9% sale last year. In fact professional books took 22% of the sales

The new products that are heading towards the book industry are electronic products replacing paper ones.

One of the major outstanding companies dealing with wholesale books is Hachette Book Group. It is one of the biggest book groups in USA; they own a wide range of books on different subjects such as Kids, Teens, Interest books, Finance books, Business management books etc. They publish updated news on latest new titles in form of eBooks and audio (Hachette Book Group, 2009).

They publish famous writer articles interviews, and reviews of his books and Touches peaks from its title page. Well equipped with Superb Give always and have Contests and Quizzes in order to maintain reader’s attention. They have a wonderful website offering exclusive features through which one can easily check their messages at message board.

Although Hachette book group is a big competitor for warlox book group but we will make sure that we can reach their standards

The other competitor is Alibis. Alibis offer an online purchase of all books, both new and old ones. A user can connect them any time, pay through credit card or PayPal and can get his desired books within 2-3 business days. They have a wide collection of books on every subject. The benefit of Alibis, they offer used books collection as well and one can get used book at economical rates (Alibis, 2009).

Warlox book group strives to follow their trend and can make an efficient online system for customers to book the orders through the web

The third major competitor for warlox book group is Antiquarian Book Association. They are serving students, businessman & professionals since many years. They own a strong profile among its readers. They offer a huge collection of books to their readers. One can order a new book from their dealers anytime at economical rates. Readers like to get books from them at such economical rates (Antiquarian Book Association, 2010).

Market overview

Warlox book group is situated at in Fells point Baltimore Maryland. The book industry here has always been booming. There are many online stores and whole sale dealer selling books of every king whether they are fictional or educational. Actually fells point’s geography will tell more about the history of the book industry over here. It’s a small and narrow hoop shaped peninsula. Despite being a small place, it has hundreds of book stores and whole sale companies.

The Enoch Pratt free library is situated here which is actually one of the oldest libraries of the United States. One can guess about the book taste of the people living over here and their love for knowledge too. The library has more than 1,900,000 books and a 120 year old history.

The book escape is another big store of this place. It has room for almost every book and gives huge discounts to the members of this store. The stores deal with used books as well as new ones. Moreover the members get a 20% off on all used books they purchase. Brand New books are available too and new varieties head the store every week.

Al Doc Christian Shop is another major bookstore dealing with whole sale book. They have autographed novels from local authors to international ones. It has developed its prestige from the last couple of years and has ever since been advancing with it.

However Baltimore has a profile of almost 8 major companies in book printing and wholesale dealing. According to a survey, the annual sales has been estimated to lie around the figure $13,209,370. That’s quite a large amount and the industry employs more than 340 people.

All Business has profiles of 8 companies in Book Printing – Baltimore, Maryland. Taken together these companies have estimated annual sales of $13,209,370 and employ an estimated 340 people. Baltimore has a growing trend of publishing children books. Most of the people are actually showing their interest towards occupying standard e-books over here also. Other likes to have adult books which have shown a large number of sales in the past years. However the sales of religious books have declined sharply but the new statistics show they elevating again.

Environmental analysis:

Competitive environment

Warlox book group can face some a strong competition from some of the best bookstore in Baltimore Maryland. Although they deal with wholesales books and other books too, the completion is quite tough and warlox will have to come up with strategies to attract more customers and increase its sales.

Borders books and music will give warlox a tough time. The new offers by border books are quite appealing. They are ready to offer five free eBooks to anyone who will download a free boarder application. The application is available for desktop computers too but most of the retailers have left other stores and headed for boarders. Apart from that, boarders now grant 20% off on all purchases. They are also launching new tablets and giving them away at very affordable prices.

However warlox is ready to face the competition. By spending $100, warlox will be giving away a voucher worth $75 to all the registered bookstores. They can shop for any book they want. Moreover membership for the first 100 registered warehouse clubs would be free. E-commerce companies will also be enjoying a weekly contest at the end of which warlox will be giving out 3 tablets for free. That would be enough to attract the warehouse clubs and other retailers to head warlox rather than boarders anymore.

Barns and nobles is another company ready to give warlox a touch time by giving away e-books at low rates. Warlox would be facing the challenge and ready to give 1 free eBook with the purchase of 3 at a time. Moreover warlox will also make sure that they get a free home delivery for other products too.

Book holders is also a renowned name in the book industry. Retailer and warehouse clubs book them for most of the stock because they can buy the old books away from them. Warlox will do so too and give them a competitive edge.

Economic environment

The economic environment for the book industry in Baltimore is quite productive. Warlox book group will flourish here. However we are ready to invest lot more than the competitors and make sure that the retailers can order online through our website. Many of the banks are also ready to finance warlox book group which is an added help to us.

Social – cultural environment

The trend of education and studying is very much higher at Baltimore Maryland. There are many universities and libraries that will give a good environment for warlox to flourish here. People have a good sense of book and they are always seen reading them at bus stands or in a café. In fact, the students of university of Baltimore will also be helped by warlox by giving out books at discounted rates. Moreover warlox will not charge any extra fee for late submission of books back by some of the whole sale retailers.

Political – legal environment :

The laws and regulation of Baltimore are very strict in taking care of the right of the published books. No book can be published or a part of it can be copied without the permission of the writer. That is in fact quite a good point for warlox to flourish without having any complaint of illegal sale of books to retailers and membership holder stores. More over only the licensed dealers can sell books to companies and warlox is proud to be one of them

Technical environment:

Warlox book group is considering to hire a 24/7 van service to deliver the book right away if the order is within the city. In fact, through this service, free delivery of the book stock can be accomplished to the warehouses or other stores.

Marketing strategy

Customers / target markets

Warlox will deal with providing whole sale services to the warehouse clubs that are a registered member with warlox. Apart from that special retailer and online websites can also contact us. We also supply general interest books to traditional book stores and other outlets. Although we are not specialized in dealing with clients and individuals but according to some offers, the students can find cheap books too.

Demographics and other market characteristics

Warlox will target the bookstores in the United States as the first step. During the next step it will target the warehouses in the industry. Lastly, we will target the e-commerce industry which will include eBay; Amazon etc. most of the universities will also come in this umbrella specially the University of Baltimore would be contacted to deliver the books and other educational stuff. In fact, the students of this university will be given good discounts to attract them to warlox

Market trends

Most of the warehouses and Ecommerce Company’s demand value added services and book availability at the time of order. They also make sure that the customer service is quite efficient. Warlox will make sure that they get their delivery well one time and maintain a good customer relationship. Most of warehouses want surety that the services and books will be original and there will be no cases for fraud. However warlox will try coming up the standards by its genuine services.

Swot analysis

Strengths

1. books on variety of topics
2. Ability and willingness to assist everybody
3. Governance
4. Communication (listserv, newsletter, etc; bibliography on grant)
5. Resource sharing
6. Evergreen- potential cost savings
7. Commitment to improving books
8. Willingness to explore new technology
9. Administrative team open to new ideas
10. Construction program

Weaknesses

1. Can’t cope with many orders
2. Late submission of order
3. Submission of wrong edition
4. Opportunities
5. Connect with school locally
6. Learn from success of other book stores
7. 24/7 services around the clock
8. Training to the staff
9. Coloration with other book stores and e commerce companies
10. Good public relation
11. Seek private customers
12. Online services

Opportunities

• Learning from the success of other whole sale
• Connect with all the clients successfully
• Good public relations
• Affiliation with almost all the bookstore in USA
• Contact with libraries
• Advertisement on Google
• Around the clock services

Threats

1. Google-many people direct find books from Google rather than coming to warlox
2. Money
3. Recent technology

Marketing mix

Product

Warlox will provide books of all kinds especially general text books to retailers and other warehouses. Actually it is a whole sale dealer. It has a broad selection of books with all the editions ranging from the very first to the last one. With the availability of the modern tech gadgets, warlox can also help through online stores. There will also be books covering intellectual and spiritual field of study. We also have best sellers and new titles too. A huge list of the entire major publishes and university presses are present here with use. Our stock is never ending is particularly strong having books on theology, psychology, medicine and other fields. Search for specific titles too. Magazines with journals are also present here. However children special are never neglected and we have a broad variety of kid’s book with pictures.

You can find both the books with hardcover as well as soft cover too. The retailers and the online stores will never be disheartened by going through our variety once.

Place

Our products are available at our store – warlox book group located on Fells point Baltimore Maryland. However you can also order through the online service by our website. For those who do not have access to the internet, we will have affiliation with the stores in their cities. Hence those retailers and warehouse owners can get the sales of warlox from their own city. Our services will also be available on a phone call. We are open 24/7 and any retailer can call us almost any time to book their order. We will make sure that the order reaches as soon as possible. We will place banners and flyers all over the city for promoting the brand.

Promotions

Warlox will be promoting its wholesale agency through advertisement on radio, TV and newspaper. The ad will be advertised during the afternoon time when the only people listening to radio are business men. We will also advertise during weekends so that the students are at home or free and can know about the promotions. However we will also run advertisement campaign in universities and colleges. Flyers and banners throughout the city will attract the retailers to contact warlox. At the same time, customers and students will ask the bookstores from warlox products and hence the bookstores will have to purchase them from us. We will also send direct mails to all the major outlets. Advertisements will appear in the university and local magazines too. Links of related websites such as Google will appear to catch the attention. The sole purpose is to attract the publishers to send their publications to warlox as well as the ecommerce websites.

A promotional product is another tactic that would be followed by warlox. Giving away one extra book free of cost while purchasing more than $100 books will accelerate the speed of warlox book sales. Free tickets and weekly lucky draws will also be kept for the lucky winner of the contest. Warlox will also make a logo for its brand and publish it over all the books and the promotional items too. That will also increase brand visibility.

The purpose of these promotional strategies is to:

Generate sales and attract the warehouse owners

2. Make warlox the leading company for book wholesale dealing
3. Increase brand awareness and let it be recognized by everyone
4. Stirve for long term success plans

Price

The price of the books will range from $10 to $1000.there will be books for everyone with every budget. If you have a kid, we will have a promotional toy to give away free. However for retailers and warehouse owners, there will be discount on purchase of large orders.

Marketing budget

The overall budget for marketing will be worth it because of the huge amount of sales that it would bring. There would be advertisement on radio and television too. Since the advertisement will be on weekends so it will cost about $25 to $50 per slot. However advertisement on television broadcasted in Maryland will cost a little more than that. They cost about $100 for a slot on weekends. However the rates may vary. Next the online advertisement on Google and other sites will also cost according to pay per click. Warlox will have to pay to pay a few cents for every click there. Since warlox book group will also be publishing banners and flyers, the cost will increase to about $300 for that. So the overall amount for the marketing will estimate around $2000 that is worth it.

Bibliography

Alibris, (2009), Aliris, Retrived: 29-08-2010: http://www.alibris.com/

Antiquarian Book Association, (2009), Antiquarian Book Association, Retirved: 29-01-2010, http://www.abaa.org/

Hachette Book Group, (2009), Hachette Book Group, Retrived: 29-08-2010: http://www.hachettebookgroup.com/