THE MODERN SOUND OF CLASSICAL GUITAR A product planning presentation
Today’s  Topics
<ul><li>Introduction & SWOT </li></ul>The artist
The  Artist <ul><li>Strengths </li></ul><ul><li>Natural ability  </li></ul><ul><li>Appealing public presence </li></ul><ul...
<ul><li>PEST & 5 forces analysis </li></ul>The environment
PEST  Analysis <ul><li>Political </li></ul><ul><li>Copyright law </li></ul><ul><li>Interpreter’s rights </li></ul><ul><li>...
5 Forces  Analysis Buyer power Barriers to entry Supplier power Threat of substitutes Competition <ul><li>First in supply ...
<ul><li>Distinctive features of cultural consumption </li></ul><ul><li>Mechanisms of consumption </li></ul><ul><li>Segment...
Classical  Music
Types of  Consumption
Consumption  Mechanisms
Segmentation  Variables
Consumer  Segments
Consumer Segments
<ul><li>Market size considerations </li></ul><ul><li>Consumption patterns </li></ul>The Market
Cultural  Infrastructure <ul><li>There is a regional market for concerts </li></ul>Cultural Consumption Barometer 2007
National  Consumption <ul><li>The average Romanian spends an average of 94.1 RON per month for cultural activities & purch...
Cultural  Capital <ul><li>Cultural capital is low at 6.98 on a 13 point scale </li></ul><ul><li>35% ignorant </li></ul><ul...
Musical Preference <ul><li>5% of Romanians like classical music </li></ul><ul><li>=  </li></ul><ul><li>1.130.000 </li></ul...
<ul><li>Product </li></ul><ul><li>Price </li></ul><ul><li>Place </li></ul><ul><li>Promotion </li></ul>The 4 Ps
The  4 Ps
The  4 Ps
Sample  Cover Art
Product extensions
Supply  Chain
Upcoming SlideShare
Loading in …5
×

MBA Product planning presentation: Modern Sound of Classical Guitar

3,770 views

Published on

A presentation on a real classical artists from the point of view of consumer segmentation, market size and marketing mix.

3 Comments
20 Likes
Statistics
Notes
No Downloads
Views
Total views
3,770
On SlideShare
0
From Embeds
0
Number of Embeds
36
Actions
Shares
0
Downloads
0
Comments
3
Likes
20
Embeds 0
No embeds

No notes for slide

MBA Product planning presentation: Modern Sound of Classical Guitar

  1. 1. THE MODERN SOUND OF CLASSICAL GUITAR A product planning presentation
  2. 2. Today’s Topics
  3. 3. <ul><li>Introduction & SWOT </li></ul>The artist
  4. 4. The Artist <ul><li>Strengths </li></ul><ul><li>Natural ability </li></ul><ul><li>Appealing public presence </li></ul><ul><li>Personal style </li></ul><ul><li>Public performance track record </li></ul><ul><li>Notoriety (within initial segment) </li></ul><ul><li>Time constraints (teaching obligations) </li></ul><ul><li>Delayed launch of performance / recording career </li></ul><ul><li>Limited drive </li></ul><ul><li>Self-gratification inclination </li></ul><ul><li>Weaknesses </li></ul><ul><li>Opportunities </li></ul><ul><li>Growing appetite for classical (especially guitar) music </li></ul><ul><li>Multiplication of musical events </li></ul><ul><li>Consolidation of local labels </li></ul><ul><li>Internet & self-publishing (10% of market </li></ul><ul><li>Ren-gen – diversification of pursuits </li></ul><ul><li>Decline in musical education for the general population </li></ul><ul><li>Generational associations </li></ul><ul><li>Piracy </li></ul><ul><li>Threats </li></ul>
  5. 5. <ul><li>PEST & 5 forces analysis </li></ul>The environment
  6. 6. PEST Analysis <ul><li>Political </li></ul><ul><li>Copyright law </li></ul><ul><li>Interpreter’s rights </li></ul><ul><li>Agency laws </li></ul><ul><li>Taxation </li></ul><ul><li>Government & EU funding </li></ul><ul><li>Income of population (25.5% increase) </li></ul><ul><li>Purchasing power (Romanian managers rank 8 th in the world) </li></ul><ul><li>Global crisis </li></ul><ul><li>Industry developments </li></ul><ul><li>Economic </li></ul><ul><li>Social </li></ul><ul><li>Education system – musical education </li></ul><ul><li>Availability of free/ leisure time </li></ul><ul><li>Generational cycles and gaps </li></ul><ul><li>Family socialization </li></ul><ul><li>Internet penetration (53.9%) </li></ul><ul><li>DRM </li></ul><ul><li>Online platforms ( www.musicmall.ro ) </li></ul><ul><li>Live recording technologies </li></ul><ul><li>Technological </li></ul>
  7. 7. 5 Forces Analysis Buyer power Barriers to entry Supplier power Threat of substitutes Competition <ul><li>First in supply chain </li></ul><ul><li>Inputs are standardized and readily available (strings, etc.) </li></ul><ul><li>Relevance of instrument maker </li></ul><ul><li>Natural ability </li></ul><ul><li>Lengthy learning curve </li></ul><ul><li>Gatekeepers </li></ul><ul><li>- Long lead times </li></ul><ul><li>Minimal financial outlay </li></ul><ul><li>Influencers </li></ul><ul><li>Arbitrary component of taste </li></ul><ul><li>Effects on career development </li></ul><ul><li>Buyer concentration vs. industry </li></ul><ul><li>Availability of substitutes </li></ul><ul><li>Successive generations of Conservatory guitar alumni </li></ul><ul><li>Privately taught musicians </li></ul><ul><li>Foreign musicians </li></ul><ul><li>other classical music genres </li></ul><ul><li>other leisure activities (e.g. reading, museums) </li></ul><ul><li>low switching costs </li></ul><ul><li>buyer inclination to substitute </li></ul>
  8. 8. <ul><li>Distinctive features of cultural consumption </li></ul><ul><li>Mechanisms of consumption </li></ul><ul><li>Segments </li></ul>The Consumer
  9. 9. Classical Music
  10. 10. Types of Consumption
  11. 11. Consumption Mechanisms
  12. 12. Segmentation Variables
  13. 13. Consumer Segments
  14. 14. Consumer Segments
  15. 15. <ul><li>Market size considerations </li></ul><ul><li>Consumption patterns </li></ul>The Market
  16. 16. Cultural Infrastructure <ul><li>There is a regional market for concerts </li></ul>Cultural Consumption Barometer 2007
  17. 17. National Consumption <ul><li>The average Romanian spends an average of 94.1 RON per month for cultural activities & purchases </li></ul><ul><li>The distribution is abnormal, with high percentages who spend nothing </li></ul>Cultural Consumption Barometer 2007
  18. 18. Cultural Capital <ul><li>Cultural capital is low at 6.98 on a 13 point scale </li></ul><ul><li>35% ignorant </li></ul><ul><li>18% cultured </li></ul><ul><li>42% medium </li></ul><ul><li>= </li></ul><ul><li>13.560.000 potential market </li></ul>Cultural Consumption Barometer 2007
  19. 19. Musical Preference <ul><li>5% of Romanians like classical music </li></ul><ul><li>= </li></ul><ul><li>1.130.000 </li></ul><ul><li>market </li></ul>
  20. 20. <ul><li>Product </li></ul><ul><li>Price </li></ul><ul><li>Place </li></ul><ul><li>Promotion </li></ul>The 4 Ps
  21. 21. The 4 Ps
  22. 22. The 4 Ps
  23. 23. Sample Cover Art
  24. 24. Product extensions
  25. 25. Supply Chain

×