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
Annual Conference
Ankara, Turkey
June 2 5, 2003
24th

University of Pretoria

Business exist

Create customer value =

Sustainability

University of Pretoria

Partnership

marketing

+
Value networks
University of Pretoria

THE EVOLUTION OF MARKETING

Mass Markets

Customer focus

Relationships

University of Pretoria

PARADIGM SHIFT

One way
transactions

Relationships

University of Pretoria

Business exist Create customer value =

Sustainability
Cost

Relationship

Activities
Value chain

marketing

Technology
Technology
Value net
Partnership
marketing

Cost

Activities

Relationships

AIS Sustainability

Marketing Plan

University of Pretoria

FIVE LEVELS OF RELATIONSHIP

MARKETING
1

Basic Marketing

Reactive marketing

Accountable marketing

Pro-active marketing

Partnership marketing
University of Pretoria

Business exist Create customer value =

Sustainability
Cost

Relationship

Activities
Value chain

marketing

Technology
Technology
Value net
Partnership
marketing

Cost

Activities

Relationships

AIS Sustainability

Marketing Plan

University of Pretoria

GENERIC VALUE CHAIN

Firm Infrastructure

Human Resource Management

Technology Development
Procurement
Inbound
logistics
Books

Operations Outbound
/production logistics

Customised/
coherent
Databases
information
Information environment
products

Marketing
and sales

Service

Access
delivery
modes

Journals

Functional/Primary
Activities

Adapted from the model by Porter in

Competitive advantage: Creating and Sustaining
Superior Performance (1985) as cited by
Kotler (2000) in Marketing Management, p44.

Business exist Create customer value =

Sustainability
Cost

Activities

Relationship
Value chain

marketing

Technology

Technology

Value net
Partnership
marketing

Cost

Activities

Relationships

AIS Sustainability

Marketing Plan

University of Pretoria

Business exist Create customer value =

Sustainability
Cost

Relationship

Activities
Value chain

marketing

Technology
Technology
Value net
Partnership
marketing

Cost

Activities

Relationships

AIS Sustainability

Marketing Plan

University of Pretoria

VALUE NET
Authors

End user

Sponsors

Value
Librarians

Vendors

Publishers

Technologists
University of Pretoria

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

Business exist Create customer value =

Sustainability
Cost

Relationship

Activities
Value chain

marketing

Technology
Technology
Value net
Partnership
marketing

Cost

Activities

Relationships

AIS Sustainability

Marketing Plan

University of Pretoria

Client
numbers

+20 %

Rand versus
Dollar

-75 %

Information
Sources

+50 %

Buying power

-56 %
University of Pretoria

WHY ScienceDirect?

Most expensive information product

Pricing model

Not fully utilised

Cost per article too high

University of Pretoria

Business exist Create customer value =

Sustainability
Cost

Relationship

Activities
Value chain

marketing

Technology
Technology
Value net
Partnership
marketing

Cost

Activities

Relationships

AIS Sustainability

Marketing Plan

University of Pretoria

MARKETING PLAN

2
1

3
4

Macro
Market
Micro

University of Pretoria

PRODUCT FEATURES versus

CLIENT BENEFITS
Product features

Client benefits

1500 peer reviewed journal

Quality information

24x7
Off campus passwords
Robust

Reliable access on and off campus all

hours
Time saving

Alerts

Less information overload

CrossRef and other linking

Other products on same
platform

Integrated system
Save training time

Browsing/Searching
HTML/PDF
Personalization

Options for preferences

Author gateway
Publishing guidelines
Citation information

Publishing possibilities
Effective dissemination of own work
Citation information
Peer recognition
University of Pretoria

SWOT ANALYSIS

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
University of Pretoria

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

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

MARKET SEGMENTATION

1st Year students

NSE 800
VET 23
EBIT 1183

Paper lovers

All faculties: 800

Young researchers

All faculties: 9700

Innovation managers/
teaching consultants

All faculties: 22

University of Pretoria

MARKETING PROGRAMMES:
Product
E-only generation

Searching, articles immediately

available, logical place to start,
combine with Scirus

Paper lovers

Alerts, (TOC and subjects),

additional content, browsing,
customisation, PDF

Pyramid climbers

Alerts, Citations, author gateway,

searching, SD subject specific
portals

Innovation
managers and
teaching
consultants

Modern features, tool to drive

innovation

University of Pretoria

MARKETING PROGRAMMES:
Promotion
E-only
generation

Group training, bags, screen savers, SD

splash, word of mouth, posters SMS
messages, self help training program,
lecturers, tutors

Paper lovers

Personal training sessions, campus news,

SD splash, brochures, departmental
meetings, e-mail, listserves

Pyramid
climbers

Training workshop for authors, posters,

e-mail, listserves, COPs, UPeTD
(e-thesis), word of mouth

Innovation
managers and
teaching
consultants

Personal contact, campus news, listserves,

e-mail, teasers, newsletters

University of Pretoria

MARKETING PROGRAMMES:
Value proposition
E-only
generation

Empowerment

Paper lovers

Convenience

Pyramid
climbers

Recognition

Innovation
managers and
teaching
consultants

Innovation

University of Pretoria

RESULTS
ScienceDirect: Article Downloads 20022003
20000

15000

10000

5000

January

February

March

April

Average

2002

3386

7247

8645

8944

5320

2003

7682

14249

18411

15413

10970
University of Pretoria

VENDOR - Elsevier
NEEDS

VALUE ADDED

BY WHOM

Sell product to make

profit

Acquire funding to buy library specific products

Library

Prove ROI

Increased usage

Library and end

users

Feedback for product

enhancement and
development

Identify attributes/benefits to increase the

effectiveness of their market offer to target customers

Library and end

users

Knowledge of the end user

Library

Become part of the

information environment
of end users and the
preferred product (value
proposition)

Information literacy and product specific training

Library

Product and knowledge chain

Library and end

users

Provide IT infrastructure for students

Library

Integration into work processes of end users

Library and end

users

Links from relevant Websites

Library

Make product accessible at point of need

Library

Rights management

Library

Integration into work processes of end users

Library

Create a future market develop lifelong learners

Library

Change management (from paper to electronic)

Library

Promotion

Library and Vendor

Communication channel (info and updates)

Library

Local CRM

Library
University of Pretoria

Market growth

Access to end users

LIBRARY Academic Information Service

NEEDS

VALUE ADDED

BY WHOM

Quality information

Peer review, editing

Publisher

Systems integration

CrossRef
One interface for many titles

Vendor

24/7 access

Provide access via web access

Vendor

Library friendly
system less
training, self help

Manuals, Help function, Brochures,

Tutorials

Vendor

Simultaneous usage

Unlimited access

Vendor

Continuous update

Provide infrastructure and technology

Vendor

R&D
Interface with other
partners of the
value net

One stop service with publishers and

authors (negotiations, problem solving)

Vendor

Affordability to
sustain subscription

Partnership marketing
Customised business model

Vendor

Management
information

Reports

Vendor

Optimise technology

University of Pretoria

END USERS
NEEDS

VALUE ADDED

BY WHOM

24/7 access

Web access

Vendor

Off-campus access

Rights management

Library

Just-in-time
information

Available at point of need

Library

Timeless, pre-publication

Vendor

Easy to use

Intuitive interface

Vendor

Training

Library

Manuals, tutorials, brochures

Vendor

Human interface
High tech High touch

Library

Reputable Journals

Vendor

Training

Library

Customisation

Vendor and Library

Personalised features (Alerts)

Vendor

Special features (Subject specific

portals, customisation, alerts)

Vendor

Useful end results

Help against
information
overload

University of Pretoria

ACKNOWLEDGEMENTS

Prof J De Wet, University of Pretoria

Academic Information Service
Elsevier

University of Pretoria