The 4 P's of Marketing

PRODUCT

PLACE

PRICE

PROMOTION

http://www.brandsbandsfans.com/archives/1204

Music marketing with Sprite soft drink

PRODUCT

WHAT BUY – buying the music and band/artist merchandise
NEEDS SATISFY – individual needs for individual people. Satisfy their taste for music

FEATURES – music, artist, lyrics (optional), video, narrative or performance, illustrating, amplifying or disjuncture of lyrics

HOW & WHERE – whenever and wherever with technology nowadays making music much more accessible

LOOK LIKE – a music video, branding of the band

EXPERIENCE – however the individual wants, again, with technology nowadays
CALLED & BRANDED – this is individual to brand

PLACE

WHERE – music on internet, on television, through word of mouth, in clubs. Promotional product sprite, in shops

PRICE

PRICE SENSITIVE – music targeted mostly and teenagers, 20+, students so can’t cost too much because won’t want to pay it, free downloads to bring in audience

PROMOTION

Music and Coca-cola – synergy. Sprite endorsing new artists to target music fans. Webisodes is interactive which appeals to young market, young new artists – relates

REACH - Web – youtube, global reach with the internet and other formats of music
WHERE & WHEN – internet, whenever, very interactive and therefore personal

ADVERTISING & PR – organising music reality show and advertising online (frukt.com)

TECHNOLOGY – yes, available on internet, download webisodes available on new technology

BEST TIME TO PROMOTE – promotion time is quite seasonal. Start of summer, summer no 1, February – love songs, Christmas – Christmas no 1, just before major music award shows to get coverage and possibility of winning

Trojan condoms and Cobra Starship music video

The band were promoting safe sex along with music and featuring the condoms in their video. This shows synergy as the band were also featured in the condom advert. However, this was controversial with CBS and Fox.

1. Summarising in your own words what the 4Ps of music marketing are. Use the following categories:

a) What band/artist related products can audiences buy?
Bands have their own merchandise relative to them, but usually there is CD's, Posters, T-Shirts

b) Where can audiences buy/listen to music/merchandise/hardware?

Shops (HMV etc), Online (Amazon, play.com etc), Downloads (Itunes etc). Merchandise can often be purchased from HMV and other music stores, or stands within other shops e.g. Topshop often have band t-shirts in a separate section of the shop.

c) Give 2 or 3 examples of paid-for/subscription based and free products.

Free Products:
• free music downloads (often as a taster before the album)

• free episodes to watch online

• free tickets to a gig when you pre order a CD.

Paid for/subscription Products:

• CD'S

• Downloads

• Music magazines (paid for and often subscription)

• Merchandise

• Subscriptions to band websites (updates via email)

d) List between 5 and 10 examples of creative music marketing strategies (including at least 3 internet based examples).

• Adidas are using the famous artists and sports stars to promote their product to specific audience by showing adverts on television which has a large audience, getting more coverage of both the product and the stars. Yes, on TV between the correct shows to reach the correct audiences.

• Lily Allen’s single The Fear is being promoted via a viral music game. The instant gratification of this type of game makes it inherently viral. They are potentially reaching a new audience who are not listening to the radio or reading the music press.

• Samsung: Bebo and Samsung are teaming up to promote their new Beat phone over the internet in a online series. It will be interactive and allow the audience to interact through blogs, upload track reviews, share music news and win chances to appear in episodes. They will also be trying to find a co-presenter for the show and are also offering live performances from White Lies and The Maccabees to promote the series

• Jamie Cullum launched ‘The Advent Cullumdar’ on 1st December which houses £20,000 worth of Christmas gifts behind its virtual windows, including AC/DC tickets, John Legend concert tickets, 10 CDs from Universal and a Nokia Comes With Music phone.

• Lenka's song The Show was the iTunes free download of the week in September 2008, which promoted her whole self-titled album, pushing up sales

2. Who is frukt uk and what is their mission statement/company ethos?
Frukt UK is an agency specialising in music marketing on the internet so that there is a wide and possibly global reach.

"We bring communication ideas to life through music and aim to produce work that is creatively bold and distinct. Either we develop the central idea ourselves and bring it to life with our team of on and offline activation specialists, or work collaboratively with other agencies, using music to make their ideas shine."

"We’re all about music and are really very fond of it. Music colours people’s everyday lives. It’s found in the mundane and the exalted. It moves us all. And it’s thriving. We help brands access the passion and the communities, the lifestyle and the artists. Music is a vast cultural space - it's flexible, it's multi-channel, it's live and digital, it unites gender, race and age and it defines the spirit of generations.You just need to know how to use it "