Gandhi Bookstores: The last book on earth

Ogilvy Mexico

Entry Information

Category: Retail/Direct Sales
Country where program ran: MEXICO
Date program started/ended: January 2010 – March 2010

Product Description: Gandhi Bookstores is a well-known bookseller in Mexico with more than 20 stores throughout the country, selling a wide variety of book at good prices.

Advertiser/Client Name: GANDHI BOOKSTORES
Media Channels:
Other
Website: http://200.52.76.195/201 l/gandhi/ultimolibro/index_eng_2.html

Strategy

Marketplace challenge:

People in Mexico don't read, or if they do, they read too little with only .6 books a year. Even though this is the case, there are many bookstores in Mexico, or stores where you can also find books, but due to the fact that not many people read, hundreds of these stores close every year, specially during economic recessions. Sanborns, a big gift shop and restaurant in the country that also sells books is the biggest competitor with hundreds of stores throughout the country that has been able to support itself because it not only sells books.