Recommended
More Related Content
Viewers also liked
Viewers also liked (8)
Similar to Competitive Strategy - A Study About Electric Guitar Pedals Market
Similar to Competitive Strategy - A Study About Electric Guitar Pedals Market (20)
Recently uploaded
Recently uploaded (20)
Competitive Strategy - A Study About Electric Guitar Pedals Market
- 1. G U I TA R H E R O E S Elie BERNARD - Nicolas DEVERLY Thomas FERRAND - Louis LAMBLIN Charles LEFEBVRE - Shruti SHARMA Steven TRUFFLEY - Clémence VASSEUR Electric guitar pedals market
- 2. D e c i s i o n 1 We want to invest in KEYMUSIC to implement a digital strategy to propose a renting service in order to increase its growth by 5% in 4 years.
- 3. M a r k e t P r e s e n t a t i o n Size of the US market 40% of global market 1,1 million of guitar pedals sold in 2014 $79,92 millions 2 Size of Global Market Sources NAMM 2015 Global Report Redwitchanalogim market study 2,8 millions of guitar pedals sold in 2014 $199,8 millions
- 4. E X E C U T I V E S U M M A R Y Diagnosis1 Decision2 Implementation3 PESTEL Benchmark Mappings Business canvas Porter’s 5 Forces 3 Diagnosis results Final decision Actions taken Business models: Well-established companies for everyone Expensive high products for experts Lower price products for beginners Customization Renting service DIY Risk Analysis Planning Organizing Financial forecast Packages STP
- 5. OPPORTUNITIES THREATS Politic No governmental impact on market Economic Exchange rate variations Increase of second hand market due to the crisis Social Impact of musical trends D i a g n o s i s PESTEL – Part 1 4
- 6. OPPORTUNITIES THREATS Technologic Greater worldwide presence thanks to Internet Better quality products Development of renting market through social networks Internet leads to greater competiton Increase of susbtitutes based on new technologies Legal Exportation restrictions Cultural practises like music are restricted in some countries D i a g n o s i s PESTEL – Part 2 5
- 7. D i a g n o s i s Benchmark 6 30% 10% 10% 10% 60% of the total market Price range 30 € - 500 € Average price 171 € Main sound effects 1. DISTORTION 2. DELAY 3. CHORUS Mainly B2B2C Market shares
- 8. D i a g n o s i s Mapping 7 0 50 100 150 200 250 300 350 400 1960 1970 1980 1990 2000 2010 2020 GUITAR PEDALS MARKET Boss Electro Harmonics MXR TC Electronics Line 6 Strymon Darkglass Electronics Mooer Harley Benton Digitech
- 9. D i a g n o s i s Business Canva Key Partners • OEMs • Distribution Partner (on-line and off-line) • Famous Artist/Musicians • Forum and communities • Specialized magazine • Influencers (blog…) Key activities • Pedals • Other effect for Guitar Value Proposition • Offer Wide range of product adapted to anyone ( beginners to professionnals ) • Performance Solid and compact Excellent P/Q ratio Good quality standards Innovation • Utilisation Intuitive features Usability Key Ressources • Human Ressources Marketing and Sales team Creative – Designers • Intellectual Ressources Knowledge Brand Copyright • Financials ressources Investors Customer Relationships • Assistance • Specialized communities ( Forum/Social networks) Channels Music intrument store ( on-line and off-line) Revenue Streams Product sales : B2B retailer / B2C and B2B for MXR Cost Structure • Fixed cost Employee cost, R&D cost, Manufacturers cost, Sales cost Marketing cost , Advertising cost … • Variable cost: Raw material, Energy ... Customer Segment From beginners to professionnals 8 Boss Electro Harmonix MXR TC Electronics
- 10. D i a g n o s i s Business Canva Key Partners • OEMs • Distribution Partner (on-line and off-line) • Famous Artist/Musicians • Forum and communities • Specialized magazine • Influencers (blog…) Key activities • Pedals • Other effect for Guitar Value Proposition • Offer Expensive high quality products • Performance Very high quality Solide products • Utilisation Technical Key Ressources • Human Ressources Marketing and Sales team Creative – Designers • Intellectual Ressources Knowledge Brand Copyright • Financials ressources Investors Customer Relationships • Assistance • Specialized communities ( Forum/Social networks) Channels Music intrument store ( on-line and off-line) Revenue Streams Product sales : B2B retailer / B2C and B2B for Strymon Cost Structure • Fixed cost Employee cost, R&D cost, Manufacturers cost, Sales cost Marketing cost , Advertising cost … • Variable cost: Raw material, Energy ... Customer Segment Only for experts 9 Line6 Strymon Darkglass Electronics
- 11. D i a g n o s i s Business Canva Key Partners • OEMs • Distribution Partner (on-line and off-line) • Famous Artist/Musicians • Forum and communities • Specialized magazine • Influencers (blog…) Key activities • Pedals • Other effect for Guitar Value Proposition• Offer Low price products for beginners • Performance Standard product • Utilisation Easy to use Key Ressources • Human Ressources Marketing and Sales team Creative – Designers • Intellectual Ressources Knowledge Brand Copyright • Financials ressources Investors Customer Relationships • Assistance • Specialized communities ( Forum/Social networks) Channels Music intrument store ( on-line and off-line) Revenue Streams Product sales : B2B retailer Cost Structure • Fixed cost Employee cost, R&D cost, Manufacturers cost, Sales cost Marketing cost , Advertising cost … • Variable cost: Raw material, Energy ... Customer Segment Mainly for beginners 10 MOOER Harley Benton Digitech
- 12. 0.00 2.00 4.00 6.00 8.00 10.00 12.00 14.00 16.00 2013 2014 2015 Gross margin 2013-2015 Boss Digitech D i a g n o s i s Financial data 11 Boss Digitech Line60 1 2 3 4 5 6 7 8 0 0.5 1 1.5 2 2.5 3 3.5 Average ROA 2013-2015 Mean = 4,36
- 13. D i a g n o s i s PORTER’S 5 FORCES BARGAINING POWER OF SUPPLIERS BARGAINING POWER OF BUYERS THREAT OF NEW ENTRANTS INDUSTRY COMPETITOR S Medium THREAT OF SUBSTITUTE 12 Medium Low Very Low Medium
- 14. D i a g n o s i s PORTER’S 5 FORCES BARGAINING POWER OF SUPPLIERS Low Boxe : low concentration Circuit board : high concentration Wire : low concentration Batterie : high concentration BARGAINING POWER OF BUYERS Medium Specialized websites General websites Physical retailers THREAT OF NEW ENTRANTS Low Simple technology Well known brands (mature market) Long lasting product Low risk of radical innovation INDUSTRY COMPETITORS Medium 3 main actors 10 actors own 90% of market shares IHH : 1450 THREAT OF SUBSTITUTES Medium 2nd hand market DIY - VST Amplifiers with integrated effects 13
- 15. D e c i s i o n 14 Do It Yourself Customization Renting service
- 16. D e c i s i o n 15 We want to invest in KEYMUSIC to implement a digital strategy to propose a renting service in order to increase its growth by 5% in 4 years. Economic crisis (impact on purchasing power) Dominant position of Retailers on the market Pedals purchasing habits (50% of guitar players own more than 11 pedals) Medium size company in following position
- 17. I m p l e m e n t a t i o n Presentation of the company 16 Stores for musicians, producers, DJs and singers Physical stores in Belgium & Holland, delivery to many european countries
- 18. I m p l e m e n t a t i o n Risk analysis 17 RISKS SOLUTIONS 1. Awareness of the offer 2. Consumers are not used to rent pedals 3. Consumer can break or not return the pedals 4. Problem of supply chain implementation 1. Make a big promoting campaign 2. Make offers for first users to invite them to rent instead of buying 3. Implementation of a deposit system 4. Employees training
- 19. I m p l e m e n t a t i o n Supply Chain 18 O RDE R O RDE R R E CE P TIO N PACK AG IN G SE NDING D ELIVERY MUSIC P LAY I N G PE DAL RE TURN B ACK TO WARE HOUS E
- 20. I m p l e m e n t a t i o n Timeline 19 Apr May June July Aug Sept Octr Nov Dec Jan Feb March Storage Equipment Pedals purchase Process implement Apr May June July Aug Sept Octr Nov Dec Jan Feb March Website platform Digital campaign Social media Partnership Ads in magazines Supply Chain Marketing
- 21. I m p l e m e n t a t i o n Timeline 20 Apr May June July Aug Sept Octr Nov Dec Jan Feb March Hiring Training Human Ressources
- 22. I m p l e m e n t a t i o n Profitability of the investment 21 -1.5 -1 -0.5 0 0.5 1 1.5 2016 2017 2018 2019 Millions Profit Profit Investment: 1,2 millions € in 2016 Repartition of the investment: - Stock capacity - Shipping - Digital/website. ROI = 6% in 2019
- 23. I m p l e m e n t a t i o n Rental package offers 22 7,99€ - 19,99€ Weekly Monthly For 1 SILVER pedal at a time, keep as long as wanted Shipping fees not includeed (Pedals between 30€ and 99€) 14,99€ - 39,99€ Weekly Monthly For 1 GOLD pedal at a time, keep as long as wanted Shipping fees not includeed (Pedals between 100€ and 199€) 29,99€ - 69,99€ Weekly Monthly For 1 BLACK pedal at a time, keep as long as wanted Shipping fees not includeed (except for the monthly offer) (Pedals between 200€ and 399€) S I L V E R G O L D B L A C K
- 24. I m p l e m e n t a t i o n Segmentation, Targetting & Positionning 23 WHAT WHERE WHY HOW WHO A renting service for guitar pedals European market Guitar pedals market Eshop A growing demand Get a competitive advantage Win more market shares Investment in a strong following company 3 different offers Marketing plan All musicians level Economic solutions seekers Musicians wanting to test products
- 25. I m p l e m e n t a t i o n 4 P’s 24 PRODUC T PRICE PROMOTION PLACE Website platform Large choice of pedals from many brands; 3 types of offers: Silver pack / Gold pack /Black pack Silver pack: 7,99€ week/ 19,99€ month Gold pack: 14,99€ week / 39,99€ month Black pack: 29,99€ week / 69,99€ month Shipping fees depending of the pack 48 h delivery Digital campaign: Social media campaign (mainly Facebook) Partnership: Influencer (endorsement of artist, youtube guitar podcast) Blogs Communities and forum Online service B2C Reservation on the website, collection in store or delivery at home
Editor's Notes
- Thanks to 2 sources (NAMM 2015 Global Report & Redwitchanalogim market study), we find 2 interesting results to compute : -The US market is responsible for 40% of the Electric Guitar Pedals market shares -1,1 million of guitar pedals were sold in USA in 2014 which resulted 80 millions sales revenue from B2B and B2C To this we have to add the sales revenues from second hand market which represents 2,4% of the total market : 4,8M and around 500 000 units. Thus we got the size of the pedal Global Market : 2,8 millions of guitar pedals sold in 2014 ($199,8 millions) Brief history of the Effects Pedal : Transistor is invented in 1947 and the first application to music comes at the beginning of the 60’s with the invention of the first Fuzz Effect Pedal The industry is doing pretty well even their number of units sold stays the same since 10 years.
- The market is evolving globally in a stable market where technology influence a lot the structure of the market. Main threats can’t be extended to the entire market but there are just right for specifics cases or specific countries. We can conclude that the environment is quite “good” in that industry. Political The main actors of the market (the ones which represent 80% of the market) are situated in stable countries. Political stability represent an opportunity because companies can evolve without risk. Radical political changes are rare in governments and it will not affect the market of the guitar pedal market. Economical Economic crisis can affect the market of the guitar pedal because these products are not first necessity products. When a country knows a crisis the purchasing power decrease and population would choose to reduce the budget of hobbies, and so the budget dedicated for music. Economic crisis also change the structure of the market because more and more consumers would buy second hands products and less new product. Which represents a big threat for guitar pedals companies. Lots of companies on this market export and the exchange rate can affect the price and so the profit margin. Therefore it can represent an opportunity or a threat. Social Social aspect influence a lot the market. Trends in music are changing all the time which can represent an opportunity or a threat for the market. Trend can be on the rock music, like today the vintage is a big trend which serves the global electric guitar market, but there is also a trend of electronic music, which is done just with computers. The culture of some countries can represents a threat because some cultures don’t accept some kinds of music (like metal or hard rock).
- Technological The development of internet offer lots of opportunities to develop notoriety, throught social media, website, blog… Internet can also allow to decrease the cost of communication because advertising on the web is not expensive. Thanks to technology (new components, new battery…), brand can develop the quality of its products or propose new effects Internet allow to develop the submarket of renting thanks to website dedicated on that. Internet facilitate the commercialization of goods which increase competition. We can see more and more retailer and new companies making pedals. New technologies allow to develop new tools to substitute the pedal, for example software or amplifiers with effects integrated. Legal Companies can meet problems if they want to export in some countries because of restriction laws In countries where some kind of music are not accepted it is forbidden to make this kind of music. For example in Iran the Metal music is forbidden. Companies can have problems to export its pedals because of the restrictions of some countries.
- We did a Benchmark of what are the 10 biggest Brands on the electric guitar pedals industry (over more than 130 electric guitar pedals companies) according to different sources we have interviewed (Profesionnal Guitar Player, ECRM team from website like Thomann and Woodbrass. From that we started to see a pattern emerging on the different business. Moreover, we understoodd the price range of the different categories of pedals, what the main effect were and their way of doing business (mainly B2B2C)
- With the General Analysis of the Market we previously did, we started to see 3 different companies group emerging thanks to similar data (companies year of creation, market share, medium price of pedals sold). We can define those 3 groups this way : Group 1 (Boss, Electro Harmonix, MXR, TC Electronics) : well established player on the market (brand created in the 1970’s) that share 60% of the market share between them. Boss is ahead with around 30% market share. They are selling electric guitar pedals from a large range of price (55€ - 349€) for beginners to pro player. Group 2 (Line6, Strymon, Darkglass Electronics): newcomers in the market that are quickly winning market share over the next years. Those brands are delivering high quality product that are really expensive and they are targeting experienced/pro player. Group 3 (MOOER, Harley Benton, Digitech): brands that are mostly targeting beginners that want a first and really cheap pedals or player that want to test an effect without buying an expensive pedals. Pedals from those brands are not seen as being quality product.
- Well-established companies for everyone This business model canva allows us to notice that these companies offer a wide range of product for all segments, from beginners to professionals. These 4 companies are dependent on their partners; especially influencers because the weight of specialist advice are more likely to influence consumers. This study shows that these well-established companies differentiate themselves on an excellent quality/price ratio.
- These companies offer standard products at low price for beginners.
- The difference between these companies and the previous ones is that they offer expensive high product mainly dedicated for experts.
- From the previous diagnosis, we found 3 different business models. Then we managed to find financial datas for at least 1 firm per model. From these datas, we built a mapping representing the average ROA on the last 2 periods. As you can see, none of the companies has a negative ROA, that means they all are profitable. However Line 6 is way below Boss and Digitech, and this is explained by the fact they build high quality pedals, and so their costs is much higher than the two others. We can also differentiate Boss and Digitech, by their gross margins which confirm their business models. Digitech sells low quality at a medium price and so aims beginners whereas Boss is well-established as a safe value and so can reduce costs in order to increase the margin without losing shares.
- Bargaining power of suppliers (2/5) Low concentration Boxes : 2 types of boxes (plastic or metal). Unskilled workforce lot of suppliers low concentration Circuit board : a high technical knowledge Skilled workforce few suppliers high concentration Wire : Unskilled workforce lot of suppliers low concentration Batteries : Unskilled workforce lot of suppliers but few firms offering good quality products medium concentration Bargaining power of buyers (1/5) Medium Specialized websites : Gear4music, Thomann … General Websites : Amazon, Ebay… Physical Retailers : Home Studio, La Pédale Conclusion : The bargaining power of suppliers is very low because there is many pedals suppliers all over the world (around 5000). Threats of new entrants (2/5) Low threat Technology is not complex/difficult, easy to produce so it is easy dor new entrants to enter the market + It is a mature market (130 producers of pedals guitars). Some brands were founded in the 70’s. Brand names are very well-known and have a huge legitimacy - - Pedals guitar are a long lasting product. The replacement rate is low. - Low risk of radical innovation. There are not a lot of innovations in this type of accessories. For example, now germanium is fashionable whereas it was used during the 70’s. Brands offer products with an old technology instead of innovate because since the VST they aren’t able to find a new innovation. Industry competitors (3/5) Medium concentration There are among this industry around 130 pedal effects manufacturers with lots of small new entrants. In order to calculate the HHI we took the 10 biggest actors of the industry (According to different electric guitar experts like from Thomann, Gear4music, Woodbross) : -Boss (30%) -Electro Harmonics (10%) -TC Electronics (10%) -MXR (10%) -Digitech (5%) -Line6 (5%) -Strymon (5%) -Harley Benton (5%) -MOOER (5%) -Darkglass Electronics (5%) Those seems to be the 10 biggest companies in the electric pedals industry. Computing the HHI we got : IHH = 30² + 10² + 10² + 10² +(5²*6) = 1450 (assuming that the rest of the companies (around 120 companies) are sharing the 10 last market share % which is minor in our calculation. We have here a medium concentration industry. Medium concentration HHI : 1450 Threat of substitute (3/5) Medium threat Second Hand market ++ The second hand market represents 4 800 000 $, 2,4% of the total pedals sales which is 199 800 000$. 2,4 % is the volume of the second hand market in France. Do it Yourself (DIY) + Kits DIY (Do It Yourself) Many Kits are available for cheap prices. They are designed to give musicians the opportunity to build their own effects pedals. Kits are available on many websites specialized in Kits DIY and their instructions are very easy to follow step by step. Their price is about two to three times more expensive than an industrial pedal because of the labor cost components that are often of better quality. Digital application (VST) ++ VSTs (Virtual Studio Technology) are usually also more adjustable compared to pedals, and they are cheaper and easier to get. It’s a substitute of traditional pedals with the help of computer Amplifiers with integrated effects + Amplifiers with integrated effects are a low threat because it doesn’t provide a good quality of effects. Professionals do not use it.
- After studying the market, we identified 3 possible options : Invest in Do It Yourself products Invest in a pedal renting service Invest in a customizable pedals service
- According to our study of electric pedals market, we decided to invest in Keymusic to implement a digital strategy to propose a renting service in order to increase its growth by 5% in 4 years. As the NAMM 2015 Global Report underlines it, the industry is not really growing in terms of units sold but the price of the pedals is augmenting strongly over the last years. For now its a good situation for retailers and pedals manufacturers but the market could slump because of this growing price in pedals. Many comments from guitar players go in this direction as well : buying pedals is something expensive that not everybody can afford. Moreover, further calls to music ecommerce website showed us that they were fewer first time buyers and a lot more experienced guitar player adding instruments to their collection. PESTEL : economic crisis make musicians search for alternative/cheaper solution to buy equipment Market Information: Price of Pedals is going up 5 Forces : Since the Market is mostly B2BC, Retailers have a dominant position over Pedals Manufacturers. Study : shows 50% of guitar players buy at least 1 pedal each year, 50% guitar players got more than 11 pedals. Our decision, motivated by all this data collection, was to invest on a firm that was on the follower segment of the online music retail industry, behind leaders like Thomann Gear4Music or Woodbrass. Thus this medium sized company is the perfect firm to invest in.
- European customers has to be aware of this new service propose by the company. If they are not the risk is that it would not be profitable because nobody would rent any pedal. To solve this problem the company should communicate on it (on its website, social media, blogs…) 2. Customers of the market are not use to rent pedals but buy it. Even if we have noticed a demand for this service it’s difficult to assume that lots of customer will change their way to consume. To familiarize the public to this service the company can make special offer for the new consumer who subscribe the service. 3. There is a problem for the renting of pedals because consumers can break or never return the pedal. To face this potential loss of money, the company should implement a deposit system. 4. The development of this new service involves changes in the distribution process. Employees can have new tasks in their work or new processes. Therefore they have to be trained on new tasks they will do and on the new system they will be working on. For example, the process of withdrawing the pedals for store employees…
- 1. Customer order a pedal 2. Ordrer receive by the company 3. Pedal is packaged 4. Pedal is sent to the client through a transporter 5. Transporter deliver the pedal 6. The customer play music 7. The customer give back the pedal to the transporter 8. The transporter deliver back the pedal to the warehouse
- - From April, the company should look for/buy a warehouse to store pedals dedicated to the rent. - In June, it should buy material to equip the warehouse and begin to develop the page for the renting on the website. - In August, Keymusic will buy pedals to have a stock to rent, and in the same time, begin to implement the new process internally. That’s also the time to hire some employees for the warehouse and one person to join the marketing team who will be in charge of the digital aspect for the renting only, and one person to the customer care to manage customer relationship. - The training of employees begins in September. - The marketing campaign will begin just before the launch with a digital campaign on the social media. - In December Partnerships and advertising campaign on specialized magazine until March.
- First we analyzed the current health of the company, and as you can see on the first column , this is a profitable firm. Then we wanted to know how much we should invest, and how we should. That’s why we made a forecast of the company’s profitability if they launch a rental service without any investment. By doing this, we clearly see that in 2016, the launching year, there is a huge debt due to the non-investment, and it also shows that the profit of the company returns to positive as fast as it went negative. This figure shows that, if a hedge fund covers the debt in 2016 by investing 1,2 millions of euros, this investment would allow the firm to launch the rental service and to double the profitability of the company in 4 years. Regarding to the current financial analysis, the investment should be divided into 3 main sectors. As the company already sells music instruments online, they already have all the services needed to export furnitures. So the first needs are to increase the stock capacity and the shipping service. Then, the website should be modified and improved in order to be a simple platform of exchange for the new rental service. This is where the rest of the investment would be useful. Finally, by doing all those improvements, the company and therefore the investors would obtain a ROI of 6% at the end of 2019.
- We decided to propose 3 offers to customers in order to satisfy the different customers needs. The customers have the possibility to rent the pedals on a weekly or monthly bases. They also have the choice between 3 ranges of products : The low range : 30 € – 99 € The mid range : 100€ - 199€ The high range : 200€ - 399€ The 3 rental packages: The Silver Pack : It’s the first and the cheapest pack that we propose. By selecting this pack, people can rent one pedal with a cost between 30€ and 99€. It costs 7,99€ weekly – 19,99€ monthly. The shipping is not included. For people looking for economic solution or beginers. People who want to rent many pedals in order to try different effects could also choose this pack. The Gold Pack : It’s the second pack of our offer. An intermediary offer that allows people to rent one pedal with a cost between 100€ and 199€. It costs 14,99€ weekly – 38,99€ monthly. The shipping is included for the monthly rent. For people looking for a good quality product at an affordable price. The Black Pack : It’s the third and the most premium pack of our offer. It allows people to rent one pedal with a cost between 199€ and 299€. It costs 29,99€ weekly – 69,99€ monthly. The shipping is included for the monthly rent. Principally for profesionnals or people looking for a high quality product.
- What ? We offer a renting service for guitar pedals thanks to our website. People will be able to rent all pedals available on our website. Where ? Our market is the guitar pedals market. As our company is implemented in Europe, we want to launch our offer on the European market. On this market, the most important countries are Uk, France, Germany and Belgium. As I said before, we will launch the renting service on the existing website of Keymusic. Indeed, this is an effective e-commerce website and it allows us to add easily the offer. Why ? Thanks to this service, we will have a competitive advantage. Indeed, the main retailers don’t offer the renting service. Moreover, according to specialized blogs about guitar pedals and accessories, most of musicians want to rent pedals in order to test it or for economic reasons. When we analysed these blogs we saw that this demand is growing. This competitive advantage with the growing demand allows us to think that Keymusic will win more market share. How ? We choose to invest in a strong European retailer. It is not an European leader company on the instrument retailer market as thomann or woodbrass. It is more a follower. Moreover it is useless to invest in leader company because with the same investment amount we won’t have a high power of decision. Thus, it will be difficult to launch our service. We will also propose 3 differents offers for one week or one month. These offers are made in order to answer to all the types of demand of our customers. These offers are for musicians looking for economic solutions, rent for a show, test a new product…. Finally, we built a marketing plan in order to launch the service with coherent way. Who ? First of all, thanks to our offers we target all the levels of musicians (beginners, intermediaries, and experts). Indeed, these 3 levels can be interested in the renting service. For example, beginners can buy the silver pack in order to test and know the effect of the pedal. Moreover, the renting service is for musicians looking for economic solutions. For example, they want to rent a specific pedal just for a show. They don’t want to buy this pedal whereas they will use it just one time. Thus they will rent it for one week or one month. Finally, Musicians wanting to test products can be interested in the renting service. For example, expert musicians can be interested in a renting service for a high end pedal. Thanks to Keymusic, they will test it before buy it.
- Promotion Display on specialized guitar magazine: International: Guitaristmag, Guitarextrememag France: Guitarpart Netherland: Guitarist, Guitaar plus Blogs (In English: Guitar Noize, Guitarz, Guitar Planet; in French: le coin du guitarise, Guitare-gourou) Comments Development of a tab on the KeyMusic website which offers to rent a large choice of pedals from many different brands. The customers can select between 3 types of offers according to his need and his level. The reservation is made on the website and pedals are deliver in store or at home under 48 hours. The promotion is made mainly with digital tools, such as ads on social media, partnerships with influencer, blog in English and in French, guitar communities and forum. Display on specialized magazine online et off-line: Guitarpart , Guitaristmag , Guitarextrememag, etc..