Assignment // Research the Nook brand, identify a problem/opportunity, identify the strategic whitespace and create a product relaunch plan.
Background // Barnes & Noble has been in decline with major competition from Amazon on all fronts. The product Nook was launched 2 years after the Kindle and had less functionality. As a result, its sales had been in deep decline for many years. The only segment Barnes & Noble is excelling in is the University bookstores.
Insight // Stories don't change, but the way we experience them does.
Opportunity // Barnes & Noble is not in the market of storytelling. They are in the market of knowledge.
Strategy // Reimagine the Nook as a game-based learning tablet for the older elementary to high school student.
What did I do?
Research // Brand, Product & Category
Promotion // Built out tactics for each target audience to support the new product launch.
Team // Brianne Johnson - Strategy, Anna Bouchard - Strategy, Christopher Suarez - Strategy