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Tonic market research findings - Mikko Ruotsalainen

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Tonal Innovation Center (TONIC) hosted the second annual International Musical Instruments Seminar in Joensuu, Finland on 14th September- 16th September 2011.

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Tonic market research findings - Mikko Ruotsalainen

  1. 1. Market Research<br />
  2. 2. Objectives<br /> Market opportunities<br /> Reactions/feedback<br />Co-operation<br />
  3. 3. MainSteps & Methodology<br />Objectives<br /> Time frame <br /> Target groups<br /> Research methods<br /> Research locations<br />Results<br />
  4. 4. Schedule<br />12 - 19 April Preliminary research conducted in Finland<br />7 - 9 April Frankfurt Musikmesse<br />18 May - 30 JulyThe U.S. research <br />21–23 July NAMM show in Nashville<br />
  5. 5. Target Groups<br /> Manufacturers and builders<br /> Educational institutes<br />Musicians<br />Retailers<br />Other<br />
  6. 6. Findings – Secondary Research<br /> Competitive (non-wood) materials<br />High-pressurelaminates<br />Phenolics<br />CarbonFiber and Graphitecomposites<br />NFC Tonally superior<br />
  7. 7. Findings – Primary Research<br />Manufacturers’ perspective<br />Disadvantages<br /> Complicated pricing <br /> Weight/strength ratio<br /> Availability <br /> Processing methods<br />
  8. 8. Findings – Primary Research<br />Manufacturers’ perspective<br />Advantages<br /> Similar appearance, feel and weight to ebony<br /> Tonal qualities and feel<br /> Consistency and stableness<br /> Sustainability<br />
  9. 9. Findings – Primary Research<br />Luthiers’ perspective<br />Polarizedviews<br />Supportive<br />Pro-sustainability<br />
  10. 10. Findings – Primary Research<br /> Guitarists’ and retailers’ perspective<br />Good sound <br /> Wood-like feel <br />Consistent<br />Repairability?<br />
  11. 11. Recommendations<br />Open dialog<br />Co-operation<br /> Education and marketing<br />Furtherresearch<br />Alternative business models<br />
  12. 12. Conclusion<br />Positive customer feedback<br />Competitiveperformance<br /> Changes in the market<br /> -Severe regulations<br />-Ebonydeficit<br />TIME TO ACT! <br />

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