M A R K ET I N G R ES EA R C H O N

C h i l d r e n ’ s Lo c a l b o o k s b y

P r e s e n t a t i o n b y
- A i s h a t h S h a f e e q ( S 0 5 3 0 0 6 )
- A m i n a t h D h e e n a ( S 0 3 1 5 8 9 )
- A h m e d F a h u d h ( S 0 1 8 8 2 2 )
- N a j v a R i y a z ( S 0 3 1 5 5 0 )
 INTRODUCTION

Evaluate the current marketing strategies while

assessing the competitive position in the
market, product type, product life cycle, and
core values of the brand.
C O N TEN T
IN DEX

• T H AK E T H I • P r odu c t life c yc le • M AJ OR C H AL L E N G E S
• C O RE VAL U E S • E X TE RN AL F AC TORS E F F E C TIN G AN D ITS IM PAC TS
• M ARK E T PO S ITIO N TH E PRODUC T • RE C OM M E N D ATION
• T Y P E OF P RODU C T • AN AL Y S IS OF C URRE N T • RE F E RE N C E
&C O N S U M E RS M ARK E TIN G S TRATE GY
 ABOUT THEKETHI
 Thakethi is a local brand specialized in publishing
educational books and producing decorative items in
Dhivehi language

 Aims to celebrate the Maldives' culture and tradition, and

to promote the Dhivehi language through high-quality
content that appeals to children aged 2-5 years

 Collaborates exclusively with local artists and authors.

 Woman owned business

VISION

“Our vision is for the wide availability of high calibre,

locally made Dhivehi content for all ages. As the
market begins to fill out, and our vision inches
towards reality, Thakethi’s aim remains unchanged: to
deliver variety, quality, and accessibility. We believe
this is only possible with a fair and sustainable
partnership model that benefits Dhivehi talent.”
TARGET CUSTOMERS & PRODUCT TYPES

 Fiction genre, concept and novelty picture

books in Dhivehi

 Parents and Educators

 Kids aged 2-5 years

MARKET OVERVIEW
 Few competitors in the market, including Kiyaalamaa and
mahi mahi books

 Well-positioned brand with a core competency in brand

positioning

 Emphasis on innovation and storytelling with rich

connotations in its books to create a high value
PRODUCT LIFECYCLE
 Growth stage: Established to address a growing gap in
the market for local books that matches the appeal of
English material already in the market.

 Focus on expansion to accelerate growth and stay

competitive

 Study the market and its customers through data mining

to uncover patterns and trends before changing the
marketing mix
EXTERNAL ANALYSIS
 Threat of new entrants

 Bargaining power of suppliers

 B argaining power of customers

 Availability of substitutes
ANALYSIS OF MARKETING
STRATEGY
P RO D UCT
 Clickable and engaging books

 Distinctive and creative illustrations

 Designed and packed aesthetically

 Color coordinated
PRODUCT PORTFOLIO
ANALYSIS
PRODUCT PORTFOLIO OF THAKETHI
PROMOTION

 Instagram and Facebook account

 Corporate Social Responsibility

 Interactive sessions

 Personal selling
CSR AS A TOOL IN SALES
PROMOTIONS
Hypothesis 1: CSR activities has a positive impact on customer
satisfaction

Hypothesis 2: CSR activities has a positive impact on customer loyalty

PRICING

High value pricing

PLACE

 Retail outlets in Atolls

 Direct selling

 POP up stores / festivals

R ES EAR CH O N CU R R EN T
M AR KETIN G M IX
1.Quality consistency
R ES EAR CH O N CU R R EN T
M AR KETIN G M IX
1.Feedback on price competitiveness
CU R R EN T S TR ATEGIES U S IN G
TH EO R IES
1.Marketing funnel
CU R R EN T S TR ATEGIES U S IN G
TH EO R IES Co n t ..
• STRENGTHS
Local language and concepts
1.SWOT Analysis Affordable prices
Strong social media presence

• WEAKNESSES
Limited varieties
Authors working for other competitors
Higher delivery costs

• OPPORTUNITY
Market penetration
Market Development

• THREATS
e-books
Competitive wide range of English
literature books
MAJ O R CHALLENGES & IMP ACTS
• Young readers have
already embraced
Technological
English story books Community Attitude & • The global market is at our Advancement
Perceptions finger tips
• More options such as
video games, 3D • Competitors are always
studying the needs and ▪ Covid has transformed the
stories, cartoons, etc
behavior of consumers and globe into a high tec digitalised
to the changes in the world
industry
• Small groups, family, and ▪ Many user-friendly software
social roles and statuses with affordable are available in
• Continuously reviewing the market
and adjusting the
• Mini groups such as marketing plan is vital-
▪ Competitors are making huge
primary groups, pricing, packaging, some investment for Research and
secondary groups, additional features, or development to stay in the
dissociative groups, incentives such as bonus, market
discounts etc
family, or even opinion
leaders ▪ People have already stopped
reading printed papers and
books
• Values of the
community ▪ Thakethi has to be supper
speedy innovative to stay in the
Competitors And market
Reaching The Consumers • Government Regulation
Customer Retention And ▪ create the need in the minds to
The Impact their target market and
consumers to retain the
customers
MAJ O R CHALLENGES & IMP ACTS

• Customer
Target
• Key
Takeaways
RECO MMEND ATIO N

Revenue
180000

Extending Creating more

complementary engaging and
160000

products increasing variety

140000

120000

100000

Measuring 80000

effectiveness 60000

with metrics 40000

20000

0
2021 2022

Sales Revenue from Retail outlets Sales Revenue from direct and online
RECO MMEND ATIO N

Market Penetration
Revising Marketing
& Market
plans
development

An enhanced
Manage customer
Digital Marketing
data effectively
Plan
RECO MMEND ATIO N

Porter's
generic
strategy model

Focusing on
customer
Retention
CO NCLUSIO N

successful in terms
of marketing

Changes required
according to
changes in
preference