Librerias Gandhi: For True Readers Only

Ogilvy Mexico

ENTRY INFORMATION

Category: Retail/Direct Sales
Country where program ran: MEXICO
Date program started/ended: 15th March 15 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: Librerias Gandhi
Media Channels: Email
Website: http://200.52.76.195/gandhi_email/index.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. Taking this reading situation into consideration, bookstores don't have a big budget to promote themselves, and have to find innovative ways to do so. Thanks to its positioning and marketing strategy, Gandhi Bookstores has been growing for the last 15 years, being one of the first bookstores to have an online purchasing platform and moving away from the "intellectual" perception reading may have and into a closer and fun way of promoting reading among its target; a defiant, intelligent and somewhat irreverent brand that promotes "cool-ture". Their strategy: make people read in any way possible, increasing reading level in Mexico.