2. Introduction
The Beatles, an English rock band formed in Liverpool in 1960,
went on to become one of the most commercially successful and
critically acclaimed acts in the history of popular music. The
group's best-known line up consisted of John Lennon (rhythm
guitar/vocals), Paul McCartney (bass guitar/vocals), George
Harrison (lead guitar/vocals), and Ringo Starr (drums/vocals).
• The Beatles are the best-selling band in history, with EMI Records
estimating sales of over one billion units.
• They have had more number-one albums on the British charts
and sold more singles in the UK than any other act.
3. Company
Apple Corps Ltd is a multi-armed multimedia corporation founded
in London in January 1968 by the members of The Beatles
Music
Merchandise
Video Game
6. Music
Music industry is in a period of dramatic change. Due to
technology of the internet, the audience for recorded music is fastexpanding across the world.
• Estimated Size – US$ 5.2 billion
• Annual growth rate of 8%
• 2 main consumption models – access and ownership
• Digital music retailers present in 58 countries
• India, for example, has more than 40 million smartphone users
• Removal of more than 15 million infringing links in 2011
• 500 legitimate music services worldwide, 20 million tracks
7. Music
Consumer buying behaviour in a traditional sense, i.e. in physical
stores is similar in multiple ways with online consumer buying
behaviour.
PrePurchase
Purchase
PostPurchase
8. Pre-Purchase
There are two applicable need types concerning online music
buying.
Psychogenic – The process of becoming the member of a culture
Hedonic – Value derived from shopping enjoyment
External
Environment
• Socio-Cultural
• Economic
Demographics
• Age/Gender
• Education/Income
Personal
Characteristics
• Internet know-how
• Need specificity
Attitude
• Trust/Risk
• Store/Channel
Product
Characteristics
• Quality
• Variety
Website Quality
• Hygiene factors
• Cognitive Outcome
9. Purchase
The willingness to buy depends on the perceived value, which
consists of sacrifice made concerning price and perceived quality
related to price.
Web experience
Usability
• Info Architecture
• Navigation
Aesthetics
Trust
• Design Elements
• Presentation
Playfulness
• Engaging Users
• Multiple Choices
• Data Use/Misuse
• Transaction Security
Interactivity
• Customer Service
• Customization
Marketing Mix
• Communication
• Promotion
10. Purchase
Most commonly cited reason for online shopping have been price
and convenience. Additionally customers are able to find a lot of
information in order to ensure getting added value to price paid.
Usability
Aesthetics
Interactivity
Trust
Playfulness
Marketing Mix
Web experience
Price
11. Post-Purchase
If customer expectations are met, customers have a tendency to
achieve a high satisfaction degree and this in return positively
influences online shopping attitudes, intentions, decisions and
purchasing activity.
Perceived Value
• Speed
• Accessibility
• Easy to use
• Updated info
Repurchase
Propensity
• Loyalty
• Cost
effectiveness
• Trustworthiness
Word of Mouth
• Recommend
• Influence
12. Merchandise
The band's first fan club emerged in 1961 and through 1969
provided member-exclusive merchandise, such as Christmas
records. Beatlemania established an enduring brand. In 1964 alone
$50 million in merchandise was sold. As long as there are baby
boomers to buy T-shirts, CDs, DVDs, tickets to Vegas shows, etc.,
the brand will live on.
13. Survey
An online survey (70 respondents) on purchasing behaviour of the
merchandise depicted the following results.
Band association of people who own
Beatles merchandise
Beatlemaniac
17%
33%
8%
42%
Just as much as another
band
Beatles Who
Percentage of music buyers among
merchandise owners
Listen to it Sometimes
42%
Yes
58%
No
14. Survey
The results for merchandise composition and reasons for purchase
are as follows
Merchandise distribution
8%
8%
25%
Posters
T-Shirts
Pin Badges
17%
Reasons for purchasing merchandise
Caps
42%
8%
Zippo Lighter
42%
50%
I just liked
it, period!
I wanted a Beatle
memorabilia
Gifted
15. Survey
The motivation behind purchase of “The Beatles” merchandise.
Other band merchandise
25%
33%
Plenty
Motivation behind purchase
Hardly any
Nope, nothing
42%
5
4
3
2
1
0
Music
Lover
Beatle Fan Design &
Peer
Look Influence
16. Rock Band
The Beatles: Rock Band marks the first time that Apple
Corps, along with EMI Music, Sony/ATV Music
Publishing, Harrisongs Ltd and Startling Music Ltd has presented
The Beatles music in an interactive video game format. The
Beatles: Rock Band is published by MTV Games and developed by
Harmonix and Electronic Arts Inc. serves as distribution partner for
the game.
Industry Highlights
• There are over 2,000 new games created every year
• Industry size is $13.5 billion-dollar
Today’s gamers include women, parents, and even senior citizens
who enjoy playing puzzle games, arcade games, and sports games.
18. Creative Campaigns
Teaser Campaigns
Television
Social Media
Website
Radio
Experiential
Marketing
• Launch Date 09/09/09
• Blended archived Beatles footage
• Cinematic trailers of game visuals
• Cover stories in Rolling Stone, Entertainment Weekly
• “Abbey Road” commercial on all Viacom cable network
• Spots on MTV, VH1, BET, CMT, Pogo & Nickelodeon
• Extensive use of Facebook, Twitter and Flickr
• Regular updates on RSS and other blogs
• Music section contains write up on tracks
• List of top 5 gamers everyday
• Several hours of airtime on 100 radio channels
• Listener’s vote on “Your Top 97 Beatles Songs”
• Rock Band Bar Nights at local bars
• Online application searchable by ZIP code
19. Conclusion
One of the things that does separate “The Beatles” from other
bands is they really were a walking trademark.
Almost 30 years gone the brand “The Beatles” is as relevant as
ever.
The Beatles 1 CD, released in 2000, has sold over 30 million units
worldwide.
30 years after the band broke up.
Most bands never sell 30 million CDs in their entire career.
