Marketing Aims

                Marketing Aims

Target Consumer- Getting the right target market is very important because it helps increase the general sales of the product.  Our target audience is young girls from the ages of 14-25.  We have chosen this target market because the lyrics of the song associate and relate to young girls and the issues they are facing in their lives.  Our target audience should most likely be interested in the R&B/POP genre and the general urban scene. We have chosen this target market because the producers and directors have decided that this target market is the most significant as it will help to increase sales due to the fact that this age group is surrounded by music and its merchandise.

Unique Selling Point- Our product is very different to other products in the market as our artists are similar to the audience that we target due to their age group. Therefore having a positive impact on the target audience due to the fact that the artists are able to create products that they know their market will relate to.

Attention/awareness- Putting the video on YouTube will result in a high increase of awareness as it is free and easy to access. You can also copy links and embed the codes from YouTube to publish the video on social networking sites, allowing you to share it with friends. This also allows us to track the views and popularity. We are also going to create an advert to put into a magazine.

Interests- Our target market will be interested in buying our product as the song is catchy and the lyrics relate to their life situations. E.g. relationships and broken hearts. We grab the audience’s attention from the beginning of the music video by having a catchy instrumental and by having the song start straight away without a long introduction.

Desire- our target market will purchase our items because we are going to start off by selling the items at a cheap and affordable price creating popularity and awareness of our product. After it gains popularity we are then going to increase the price. The fact that the artists are also from the same age group as the target market it will create a bond between artist and audience.

Action- The action that we are going to take into marketing this product will be very different compared to other products on the market. Many free promotions will be used to expose the band and gain awareness which will lead to popularity. So we will invest into free promotional CD’s with a quick preview of the track we are selling. We have also created an interview with the band so we are able to publish it on the internet allowing the audience to have a clearer insight into what the band is all about.

Product- we will sell and market our product in many different ways, we will use the internet to free promote our product. We will promotional websites such as Facebook, twitter, MySpace etc. We will be using websites like YouTube will also give a visual insight of what the band is offering. We will be marketing a CD at this stage.  We are going to cross integrate into different markets for example products will be merchandised as a CD Cover, CD, Posters, MP3 tracks, T-shirts etc.

Price- We are going to sell our CD at a reasonable price as it is new to the industry so therefore need to be aware that if the price is high on a unknown artists CD people will not buy it. The pricing scheme that I think we should use here is “Penetration Pricing” ( this is when the price starts of low and once it is recognised in the market we will increase the price along with the increase in sales)

Place- Our product will be sold through many different organisations and businesses such as HMV, other music stores and supermarkets such as ASDA, Tesco, Sainsbury’s etc. We will also distribute it through online shopping websites such as Amazon, iTunes etc.

Promotion- We are going to promote our products through adverts and other sources of media. This will help to mass expose our product. We will also use social networks to help promote it as the target audience that use these sites are in the same field as those that will consume our CD.