1. I/A Entertainment
Gerald, Zhang Teng, Shilpa, Vanessa, & Zulumila

2. Outline
➢EXECUTIVE SUMMARY
➢MARKETING ANALYSIS
➢CONSUMER ANALYSIS
➢BUSINESS
OPPORTUNITIES
➢MARKETING
STRATEGY

3. About Us
I/A Entertainment is an independent record label based in Philadelphia,
Pennsylvania. All recording, artist management and production is done in
Gerald’s home.
I/A Entertainment aims to be leading record label for Hip-Hop and R&B
talent in Philadelphia area.
Services offered:
1. Artist Development
2. Audio/video productions
3. Editing audio & video
4. Artist marketing /promotions / personal branding
5. Music distribution
6. Studio time**
Year 1: Budget = $7,500
Revenue = $150,000
Year 2: Budget = $15,000
Revenue = $300,000
Year 3: Budget = $300,000
Revenue = $6,000,000

4. Market Analysis

5. Market Summary
➢—Our independent record label is
responsible for the production,
development, marketing, and distribution
of artists and their bands
➢I/A entertainment is categorised as an
independent record label
➢According to the North East American
industry classification system , our
company would operate in the integrated
record production / distribution sector

6. Market Trends
➢The positive trend that impacts the independent record label market could be a 360 deal
➢Revenue streams from Intellectual Properties Royalties such as:
○ Performing Rights Royalties
○ Mechanical
○ Synchronization
○ Print
○ Merchandising
○ Brand support
○ Potential endorsements

7. Market Trends
➢CD players are still the most popular activities
➢People also listen to music on the radio more
times per week than any other method
➢Quickly catching up with DVD sales
➢Online-delivered music accounted for just
over 10% of the value of the total market
for recorded music in 2007, compared with
just over 5% in 2006 and just 2% in 2005

8. Market Trends
➢ Twenty-nine million consumers ‘acquired’ digital music
legally during 2007 (iTunes)
➢ Growth was largely driven by consumers age 36 to 50
➢ Younger generation today are too busy stealing music
through P2P networks to actually pay for it in either
CD or digital format
➢ One million people stopped buying CDs in 2007, and
NPD said that a majority of those people were
‘younger consumers.’
➢ More specifically, some 48% of U.S. teens didn’t buy a
single CD during the year

9. Primary Consumer Segment
➢Geographic
○ I/A entertainment is working currently in Philadelphia region
➢Demographic
○ Higher 17-30 years age group
○ Target smaller groups of people’ interested in music
➢Behavior Factors
○ Genre of music, which is in interest of smaller groups, later target bigger
groups
○ Platform for the new artists with talent

10. Target Market
➢We target ambitious, determined, and self ­ motivated hip hop artists
in the Philadelphia area
➢The targeted artist will be between the ages of 17 to 25 with an
annual income of $20k to $55K who are current college students
or recent college graduates
➢Individuals who are talented and have the desire to pursue a full ­
time career as a music artist, but have minimal formal training in
performing arts and brand development
➢We look for artists who are loyal to our brand based on personal
experiences from working with us in the past.

11. Market Needs
➢—Allow digital distribution (online)
➢—Communicate through social
networks
➢—Allow users free downloads from
internet
➢—Make mobile ringtones of the favorites
➢—Build Apps for easier access
➢—Podcasts live shows

12. SWOT Analysis
Strengths
● We
efficientl
y and
effective
ly
develop
artists
● We have a
professi
onal
team of
music
veteran
s that
are
trained
and
experie
nced in
the
Weaknesses
● Startup –
difficulty
developi
ng
brand
awaren
ess
● Not famous
● Budget
● Relying on
outside
capital
● Lack of
professi
onal
marketin
g
experie
nce
● We lack an
expansi

13. Unmet Needs
➢ Try new things outside of the traditional major-label model
➢ Independent in original sense
➢ Attention of fans
➢ Include more than local competitors in competitive analysis
➢ Compile a list of strengths and weakness for the competition
➢ IA Entertainment differentiates themselves by the mix of artists they sign and
promote, making this a crucial section of an IA Entertainment marketing plan.
➢ Favor less conventional outlets for the shows -- outlets more likely to attract our
target customers
➢ Concert promotion is one of the major revenue drivers for any record label.
➢ Live concerts

14. ➢ Great Music
➢ Self-development
➢ Music Sales
➢ Talent finders

15. Music Market/
Product Grid

16. Current Music New Music
Cu
rre
nt
Ma
rk
et
Market penetration strategy
• Long term
consumer
loyalty
• Book our artists
at camping
festivals and
art
expositions,
for example,
rather than
arenas and
concert clubs.
Product
development
strategy
• Sign with the
new
artists
• New artist
with the
interest of
same
music
which is
popular in
the current
market
• Make name
both in
retail
recording
and live
music
scene.

17. Target Consumer Profile
➢ Age around 13-40 ­year old
➢ Innovative
➢ Full­-time college student/an employee
➢ club promoter/disk jockey /host
➢ Enthusiastic
➢ Goal­ oriented
➢ Eclectic
➢ Has a very diverse musical taste
➢ A huge fan of gangster
movies and likes edgy
upbeat music
➢ Driven and performs
often in local venues,
but has no formal
performance training
➢ Desires to have a
successful and
profitable musical
career with longevity
➢ An innovator and an
early adopter who
closely follows trends

18. Integrated Marketing Communications Strategy
Marketing objectives:
I/A Entertainment’s first year goals
➢ Increase sales by 100%
➢ Increase brand awareness by 100%
➢ Increase market share by 50%
As stated in our marketing mix we will use both a push and pull
strategy to connect with our customers. We will use traditional and
nontraditional promotional methods to highlight aspects of our
product that differentiate us from our competitors.

19. Branding Strategy
➢—Build and repay loyalty to users
➢—Always keep original group style
➢—Make achievable promises
➢—Psychological pricing strategies
➢—Penetration pricing strategies

20. Marketing tactics:
Traditional Promotional Methods:
➢Sales
➢Promotions
➢Public Relations
➢Direct marketing
Non Traditional Promotional Methods:
➢Mouth marketing
➢Viral marketing
➢Stealth/uncovering marketing
➢Mobile marketing
➢Radio Advertisement is an effective way

21. Channel Strategy
➢—Allow digital distribution (online)
➢—Communicate through social
networks
➢—Allow users free downloads from
internet
➢—Make mobile ringtones of the
favorites
➢—Build Apps for easier access
➢—Podcasts live shows

22. Channel Strategy and Promotion Mix
Strategy
➢—Awareness-through concerts-spread the word
➢—Online site for purchase of music/tickets
➢—Promote through social media
➢—Post- purchase discounts
➢Promotion
➢—Make social presence- through instagram , facebook etc
➢—Advertise through Banners
➢—Preview clips before launches
➢—Use Radio stations to capture wide group

23. Promotion Strategy
➢Push Promotion:
○ Social Media marketing, Radio shows,Widgets,online advertising,
newsletters.
○ Online blogs
○ Make announcements with teasers on who will be in it and viral
hashtag campaigns
○ Release preview clips & Instagram videos
○ Do giveaways including tickets and merchandise
○ Partnering with famous companies requiring our music or
services
○ Offer seasonal price discount and sales

24. Budget of promotion
Budget Year 1: $7,500
Year 2: $15,000
Year 3: $300,000
Budget breakup:
➢Printing cost (CDs+flyers)
➢Website development and marketing personnel cost
➢Giveaways(t shirts) cost
➢Radio telecast cost
➢Digital rights/copyright cost

25. Cost estimation for the Promotion
➢ Run advertising on Internet based radio services such as Pandora at an average cost of around $250 per
spot.
➢ We will participate in popular local Hip­-Hop radio station on a 2 hour show average cost $500 each time.
➢ Broadcasting advertising through television commercials will also be utilized,we will air a 30 second TV
commercial on major networks such as MTV to promote our business to artists in the Philadelphia area
which is $500 per spot
➢ We will have ads placed in all local newspaper and magazine outlets specifically at a rate of $250 per ad.
➢ We will also look to have billboards placed in major cities in high traffic areas, starting with locations near
colleges in the area which will be $1500 each
➢ Other sales promotions will include giveaways, discounts on services and products, free recording sessions
for the 1st 10 callers, and free merchandise for referrals.

26. Promotion Cost - Year 1

27. Promotion Cost - Year 2

28. Promotion Cost - Year 3

29. ➢We will broadcast a weekly podcast that will be hosted by a company executive and available on iTunes as well
as our YouTube page and company website.
➢The content of the podcast will include industry tips and interviews with industry professionals.
➢The purpose of the podcast will be to build brand credibility, while also increasing brand awareness
➢We will also be producing 4 initial T­shirt designs that will correlate directly with our brand values, logo, and
promotion strategy.
➢Each design will be processed on to plain black cotton T’s, with each design having 100 copies each, to be sold
at concerts promoting our artists and any other collaborative efforts we may orchestrate.
Details for Podcast and Initial Tshirt Plan

30. Thank You For
Listening!