Marketing Aims of Digipak

Marketing Aims

Target Consumer- Our product is mostly targeted at teenage and young girls. The reason for this is because the lyrics in the song are most likely to relate to this age group. I say it would target mostly girls due to the lyrics again and the fact they are female artists however it may attract male attention to due to the make-up and costume of the girls throughout the images used on the digipak, so its likely to target a wider audience.

Unique Selling Point- I think what makes my digipak diffrent from others on the market is that the artists displayed on the front are girls of a young age as oppossed to other artists from older age groups.This will help other young artists to do the same and help the band to become recognised. In addition all the images throughout my digipak are not displaying women in a negative light such as "sex symbols" so this will create a positive impact on the audience. However in comparisson to other digipaks the girls on the front cover are half naked and showing flesh in able to attract the attention of the audience.

Attention/awareness- I have created an advert to advertise my digipak to my consumer audience. As my target market are mostly aimed at teenagers and young adults i will put the poster in places that the may visit, such as colleges, shopping malls, high schools etc. However this may make me be limited to a certain target market. So to increase sales i would display the advert in shopping malls as it will attract more attention from diffrent audiences.

Interests- Our target market will be interested in buying our product as it has been conducted from the same age market as them so audience and artist are able to relate to eachother. In addition as I have previously mentioned above my Digipak doesnt contain any explicit images of the female artists therefore creating a positive impact on the audience. In addition i am going to make my digipak stand out from the others throught a diffrent black and white colour scheme.

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. I am also going to create an advert to promote my digipak and display it in places my target audience are most likely to visit.

Product- Digipak

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.