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NORTH AMERICAN BIRDS POSITIONING DOCUMENT AND MARKETING SUPPORT Table of Contents Set Up Product Overview Product Summary Target Demographics Rationale for Launching This Product Packaging Strategy Channel Marketing Strategy Promotional Product Descriptions

Property: Peterson Multimedia Guides™
Title: North American Birds
Platform: Win 98/95
Category: Edutainment
Target Audience: Bird Watchers
Pricing: Wholesale - $14.00/ Estimated Street Price - $19.95

Set Up

Pentium 90 Mhz or higher
Windows 95/98
16 MB RAM
Double Speed
CD-ROM Drive
Windows compatible sound card
256 color or higher display graphics capabilities
Mouse

ISBN: 0-7435-0386-4
UPC: 0-76714-50386-1

Case Pack Quantity: 12
Size: 7.875" x 9.5" x 2"
Carton Size: 16.75" x 10.5" x 12"

Product Overview

Join field guide pioneer Roger Tory Peterson as he presents the nearly 1,000 North American bird species in full multimedia.

Product Summary

Over 60 years ago, Roger Tory Peterson created the first field guide to the birds. Now you can join this amazing pioneer as he presents the nearly 1,000 North American bird species in full multimedia. Explore the authoritative text and detailed artwork of the renowned Peterson Field Guides®, along with photographs, videos, bird songs, range maps and more. The Internet feature gives you access to Peterson Online, with updated facts, activities, rare bird alerts, birding forums and more. Experience all the power and beauty of nature in a way that will capture your imagination again and again.

Target Demographic

• Bird Watchers

Rationale for Launching This Product

• To capitalize on a niche market
• Leverage the popularity of Peterson’s Field Guides

2/8/01

Packaging Strategy

• Bright, colorful glossed boxes

Channel Marketing Strategy

Primary Sales Channels: Core distribution in mass, clubs and superstores

Alternative Channels: Online sales opportunities

Promotional Product Descriptions

50 Word Description:

Join field guide pioneer Roger Tory Peterson as he presents the nearly 1,000 North American bird species in full multimedia. Explore the authoritative text and detailed artwork of the renowned Peterson Field guides®, along with photographs, videos, bird songs, range maps and more. Experience the power and beauty of nature.

25 Word Description:

See, hear and identify the birds of North America with world-renowned birding authority, Roger Tory Peterson. Experience the power and beauty of nature again and again.

10 Word Description:

See, hear and identify the birds of North America with renowned authority.

NORTH AMERICAN BIRDS