UNIVERSITY OF MYSORE

MANASAGANGOTHRI

THIRD SEMESTER

Paper : Marketing of information products and services

Seminar on : Marketing concept

Presented to,

Dr. Khaiser Nikam

DOS in Library and Information Science

Manasagangothri, Mysore

Presented by,

Kumar,B

2nd year M.LISc

DOS in LIS.

Contents

Introduction

Definition

Core Marketing Concepts

Application of marketing in libraries

Conclusion

References

Introduction

Librarians and Information specialists have debated the idea of

marketing for the information sector. Several things have compelled us to

learn about marketing and begin doing it. Librarianship is experiencing

rapid change. Information technology has created a new gateway for

information services. Information products and services in a multiplicity of

formats have made libraries and information centers more competitive and

alert. Libraries are being subjected to significant pressures from the

information revolution. The challenges of budget cuts, increased user base,

the rapid growth of material, rising costs, networking demands, competition

by database vendors, and complexity in information requirements are

forcing the professionals to adopt marketing to improve the management of

library and information centers.

What is marketing?

Philip Kotler: Marketing is human activity directed at satisfying

needs and wants through exchange processes. The essence of marketing is transaction–exchange of values between two parties.

-That marketing is the process of planning and executing the conception, pricing, promotion and distribution of goods, services and ideas to create exchanges with target groups that satisfy customers and organizational objectives.

Christian Grönroos:

Marketing is to establish, maintain and enhance long-term customer relationships at a profit, so that the objectives of the parties involved are met. This is done by mutual exchange and fulfillment of promises.

Why Marketing is essential to Your Library?

Marketing is the process that successful businessesand organizations use to ensure continuing success.

Following a complete marketing process may result in:

•Greater use of the library by your customers.

•Better decisions about what to offer at your library.

•Better partnerships with faculty and administration.

•Maintenance of the central position of library in theinstitution.

•Adequate funding.

•Better informed and more supportive legislators.

Early concepts/ models :

Some of the early theories, concepts, models, and

methods in marketing preoccupy marketing professionalsand students until the present day.

Among them are

McCarthy’s 4p’s(1964),

Borden’s marketing mix(1965),

Fishbein’s measurement of mental attitudes(1967),

The Boston Consulting Group’s portfolio matrix(ca 1970), Porter’s 5-forces (1979), and

SWOT Analysis(ca 1978).

Key concepts of marketing:

1. Market segmentation.

2. Market positioning.

3. Market analysis.

4. Market program.

5. Market audit.

1. Market Segmentation

Market segmentation is “the categorization of potential users

into groups based on common characteristics such as age,gender, income, and geography or other attributes relating topurchase or consumption behavior.” Market segmentationhelps organizations find new customers, gain insights,improve service delivery, and become customer-centric.

Market segmentation is the segmentation of the clients /

users on the basic of individual differences and groupsimilarities. Segmentation can be by subject/ institute / valueof users / age group like (adult, young, children etc.). Specialgroup such as faculty , students, research scholars .

Cont…

Market segmentation involves theidentifications of actual and potential and theirneeds assessment followed by analyzing marketsegment to determine what they need and how todelivery library services.

2. Market Positioning

Market positioning is the manipulation of a brand orfamily of brands to create a positive perception in theeyes of the public. If a product is well positioned, it willhave strong sales, and it may become the go-to brandfor people who need that particular product.

When developing a market position you need to select the most persuasive, meaningful and unique points of difference that will allow you to compete for the largest number of potential customers.

Objectives of Market positioning in library

Prioritizing the library users. Put all primary clients and steps of users. List important users in the library. Cost of establishing. Keep all users in mind. Put goal of the library expenditure. Prioritizing the work. Make best use of money and materials.

3.Market Analysis

A market analysis studies the attractiveness and the dynamicsof a special market within a special industry. It is part of the industryanalysis and thus in turn of the global environmental analysis.

The goal of a market analysis is to determine theattractiveness of a market and to understand its evolvingopportunities and threats as they relate to the strengths andweaknesses of the firm.

Market analysis in library

Is measuring requirements of the users.

Processing, measuring , needs of users.

Types of information products give to the users.

Analyze the consumers

Dimensions of a market analysis :

Market size (current and future)Market growth rateMarket profitabilityIndustry cost structureDistribution channelsMarket trendsKey success factors

4.Marketing mix in Libraries

Marketing mix in libraries requires a critical analysis of the marketing mix (the 7 Ps of Marketing mix - product, place, price, promotion, Participants, Physical Evidence and Process) to identify the nature, features, benefits, and value of the products to the customer.

The development of an effective marketing strategy requires the specification of the marketing mix. These concepts are utilized in the for-profit sector, but a good library-marketing plan will also profit by examining products offered and assessing the value of the products to the users.

Market research helps to determine what library users are looking for in the way of product features such as variety, quality, and design, and what benefits such as good performance, quality, reliability and durability users demand in services, systems, programs, and resources.

5.Marketing Audit

The marketing audit is a fundamental part of the marketplanning process. It is conducted not only at the beginningof the process, but also at a series of points during theimplementation of the plan. The marketing audit considersboth internal and external influences on market planning,as well as a review of the plan itself.

Marketing audit covers both the assessment of customerneeds and the attempt to understand community systems.

Kotler defines the marketing audit as a “comprehensive,systematic, independent, and periodic examination of thelibrary’s total environment, objectives, strategies, activities,and resources in order to determine problem areas andopportunities and to recommend a plan of action.”

Marketing Audit

A comprehensive

systematic

independent

periodic examination

INFORMATION AGENCY’s :

• Total Environment

• Objectives

• Strategies

• Activities

• Resources

Determine:

• Problem Areas

• Opportunities

Recommend Plan of Action

=

The marketing audit analyzes the internalenvironment of the library—identifying strengths,limitations, and present practice—thereby including theentire environment in its examination. Furthermore, theaudit develops an “environmental scan” that identifiestrends and projections in both external and internalenvironments to develop contingency plans that willrelate to alternative future scenarios.

Information Marketing in University Libraries

Libraries and other non-profit organizations haveonly recently become aware of the need to market theirproducts and services. Library and information productsand services are now being recognized as commoditiesthat can be sold, exchanged, lent, and transmitted.University libraries rely on their host organizations foroperational costs. To gain some self-sufficiency,university libraries think seriously about not onlyrecovering the costs incurred but also making a profitthrough their services.

Information marketing by university libraries in India is essential in order to:

Promotion of the use of information resources;

Create perception of need and there by create demand;

Ensure the optimum use of information.

Improve the image and status of the libraries and library professionals.

Tackle the problems of rising costs of reading materials, journals, and databases;

Cope with the information explosion;

Introduce cutting-edge information technology systems in library services;

Balance shrinking funds;

Save libraries from devaluation

Save libraries from declining reader-support;

Uphold the dictum that information is power.

Conclusion

In summary, information professionals must understand that it isessential to actively market their services. Library marketing iscritical for any information professional in order to spread the wordabout their library. It doesn’t matter what library type, it doesn’tmatter how large or small the library is you need to call attention toyour library, your services, your worth to your community, youradministration, your staff, and your users!

It is important to understand the organization’s mission to produceeffective marketing material that builds the library’s brand andimage, drives traffic to your web site, and differentiates your libraryfrom its competitors. That’s why in this highly competitive industrymarketing plays a very important role.

References

http://www.nmstatelibrary.org/docs/development/planning/Marketing_Plan_Workbook.pdf

http://www.ala.org/acrl/sites/ala.org.acrl/files/content/issues/marketing/ParticipantManual.pdf

http://www.boldhorizon.co.nz/market-positioning.php

http://www.ala.org/offices/sites/ala.org.offices/files/content/publishing/editions/samplers/wein_future.pdf