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Akshay Nayar | Ankit Uppal | Kanika Vyas | Neha Saini | Smit Kumar
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.
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
Retro Marketing
Retro marketing is about using nostalgia for the past to make a
modern product attractive.
Retro Marketing:The Beatles
The marketing campaign of “The Beatles” stresses aggressively on
the concept.
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
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
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
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
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
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
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.
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
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
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
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.
Creative
Campaigns
Experimental
Marketing

Radio

Teaser
Campaigns

Marketing
Strategy

Website

Social Media

Television
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
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.
Thank you

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Marketing section c

  • 1. Submitted by Akshay Nayar | Ankit Uppal | Kanika Vyas | Neha Saini | Smit Kumar
  • 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
  • 4. Retro Marketing Retro marketing is about using nostalgia for the past to make a modern product attractive.
  • 5. Retro Marketing:The Beatles The marketing campaign of “The Beatles” stresses aggressively on the concept.
  • 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.

Editor's Notes

  1. “Childhood Memory Elicitation”