This marketing plan outlines the strategy for Beyoncé's new album "The Beyhive". The album will be recorded in various studios but primarily at Beyoncé's production company Parkwood Entertainment. Goals include solidifying Beyoncé as a top artist in entertainment, fashion, and music and selling 900,000 copies. The target demographic is males and females ages 14-42. Marketing will involve cryptic social media posts over 6 weeks and a collaboration with H&M where merchandise bundles include a free album. The album will be available digitally and physically, priced between $11.99-17.99. Distribution is through Sony Music and digital retailers. Promotion includes social media videos, bill

1. ALAN HARRIS
THE BEYHIVE MARKETING PLAN

2. Table of Contents
I.
The Challenge
…………………………………………………
1
II.
Situation Analysis
……………………………………………
.1
a.
Customer
Analysis
…………………………………………
2
b.
Competitor
Analysis
………………………………………
.2
c.
Collaborators

3. ………………………………………………2
III.
SWOT Analysis
………………………………………………
.3
IV.
Market Segmentation
………………………………………
...3
V.
Marketing
Strategy
…………………………………………
...4
a.
Product
……………………………………………………
..5
b.
Price
……………………………………………………

4. …
...6
c.
Distribution
………………………………………………
…6
d.
Promotion
…………………………………………………
..7
VI.
Short- & Long-term Projections
……………………………
.7
VII.
Conclusion
……………………………………………………7
I. The Challenge

5. Recording, mixing, and mastering for The Beyhive LP will be done in various
professional studios around the country. But the majority of the album will be
recorded in New York city at Beyoncé’s management and production company,
Parkwood Entertainment. Since Beyoncé will be recording most of the album in
her own studio and having her videos shot by her company the cost of making
the album will be at Beyoncé’s expense. The staff at Parkwood Entertainment all
have experiences in art and entertainment, including web and fashion design,
filmmaking and video production. The company also specializes in marketing,
digital marketing, publicity, merchandising and other creative departments. We
are primarily responsible for distributing the LP and the merchandise that will be
sold with the album with the collaboration with fashion retailer H&M. Goals for
this project includes solidifying Beyoncé as one the top artists in the worlds of
entertainment, fashion and music. We are hoping the project will sell 900,000
copies, riding of the success of the self titled surprise LP Beyoncé.
II. Situation Analysis
The main focus of this project is to solidify Beyoncé as a brand, with music,
fashion, film, and entertainment. Beyoncé already has a very strong fan base so
we will cater to that by offering them the ultimate fan experience with each
release that Beyoncé is involved with.
a. Customer Analysis
Our target demographic includes male and female of all races, ages 14-42 with a

6. very steady income. These people are well educated and listen to a variety of
genres of music including Hip-Hop, R&B, and Pop.
b. Competitor Analysis
Although there are a variety of great, new artists as well as seasoned artists in
the business. Competition isn’t much of a threat to the brand of Beyoncé since
she is already a solidified artist. However, we want to release as much content as
possible to satisfy the loyal fan base that Beyoncé has and continue to make her
a staple in entertainment.
c. Collaborators
Collaborators for this album include production from Mike WiLL Made-It, Hit-Boy,
The-Dream, D.R.A.M and Ryan Tedder. Features on the album include Nicki
Minaj, Solange Knowles, Lady Gaga, and Miguel.
III. SWOT Analysis

7. IV. Market Segmentation
Target Demographics:
Primary: Young adults. Urban and suburban male and female 19-30 years old
that primarily grew up listening to Beyoncé and Destiny's Child. This market buys
both physical and digital copies of albums from their favorite artist and are
heavily involved in social media. They look for satisfying and valuable bodies of
work from artists they’ve been a fan of since their pre-teen and teenage years.
They will accept our prices and are likely to make up 60% of sales.
Strengths S
We are driven on creativity,
innovation, and exclusivity
allowing us to be able to
produce content that one else
has created.
Weaknesses W
Our content is very complex
and can take lots of time to
develop and is likely to be
costly.
Opportunities O
We have a strong presence
on social media, while our
competitors don’t use social
media as marketing tool.
Threats T
Time delays can increase the
cost of our production and
development. We have a
huge creative team, some
ideas may not get developed
properly.

8. Secondary: Teenagers. Urban and suburban, male and female 14-18 years old
that are heavily influenced by pop culture and popular trends happening in their
environments. They typically want to listen to music that is trendy and want to
feel as if they are apart of what’s currently popular, they are least likely to buy
physical albums but more likely to purchase them digitally. They are available to
be reached through social media and don’t mind the prices of our products
because they are usually spending their parents money. They will make up 25%
of sales.
Tertiary: Middle age adults. Urban and suburban, male and female 31-45 years
old. This market is more likely to buy physical copies of albums than digital
copies. They usually like to stay up to date with new, “cool” and trendy things.
They can be reached at coffee shops, and word of mouth. Prices of our products
doesn’t bother them they are willing to spend lots of money on what’s “hot.” They
make up 15% of sales.
V. Marketing Strategy
The initial goal is to help catapult Beyoncé’s music career to the next level with
the release of her new album The Beyhive. Since we are living in the digital era,
the strategy is to gain the attention needed through social media. A series of
cryptic posts to all of Beyoncé’s active social media accounts that includes
Facebook, Twitter, Instagram, and Tumblr will be the start of our strategy. There
will be specific content added to each site each week for about 6 weeks that
unveils details information about her new album regarding the release date and
where it can be purchased.

9. Product
Beyoncé is one of the biggest stars in the music industry; she is a well-rounded
entertainer and that shows in every performance she’s given, and every album
she’s released. A majority of her revenue comes from touring which is why this
model caters to that wide market. The new album The Beyhive which consists of
high-quality recordings produced and mastered from the likes of Timbaland, Mike
WiLL Made-It, Hit-Boy, Kanye West, The –Dream and Ryan Tedder. Beyoncé will
be collaborating with fashion retail company H&M as well for the ultimate fan
experience for the release of the new albume. The packaging will contain a
custom gold, honeycomb shaped sleeve, which protects the case that has the
actual album artwork on it. A variety of cover variations will be made as well as
vinyl records with attached digital download information.
The Beyhive
1. 12 Roses
2. Rollercoaster feat. Miguel
3. Mrs.Carter
4. Die With You feat. JAY Z
5. Sweet Illusion
6. Candyshop
7. Promise
8. Cherry
9. Venom
10.Selfish feat. Solange Knowles

10. 11. Vixen feat. Nicki Minaj & Lady Gaga
12. Contagious
13.Honey
Price
Pricing for the album varies, digital copies released on iTunes, Amazon, or
similar platforms will cost $11.99, CD’s will cost $13.99 be and $17.99 for vinyl
copies. Digital copies will be released for purchase and streaming two weeks
before the physical copies are released. The last option for pricing would be
through Beyoncé and fashion retailer H&M’s collaboration. Beyoncé and H&M
will be collaborating in support of her new album. H&M will sell merchandise and
other fan exclusives along with the new album. If fans spend at least $40 on
merchandise they get the new album for free, which comes equipped with a
barcode that they have to use their mobile devices to scan for bonus videos,
behind the scenes footage, and concert ticket information.
Distribution (Place)
Our direct distribution channel is with Sony Music Distribution, and they are
responsible for getting us top shelf placement in music retailers like Target,
Walmart, Best Buy and other music retailers. We also have digital distribution
channels with digital retailers including iTunes, Amazon, Google Play and also
streaming services Spotify, Tidal, and Pandora. We plan to motivate the channel
by offering exclusive album bundles depending on the retailer.
Promotion

11. Promotion and advertising for this project will be strategically planned and
efficient. With a large budget we plan to advertise with visually appealing short,
teaser videos on Beyoncé’s active social media accounts. We will also be adding
the same videos posted to her social media accounts to digital billboards and
digital posters in select areas around the world. This strategy is to implement
new and innovative ways to promote and advertise. As we have the endorsement
deal with H&M, they will also help with the promotional process of the new
Beyoncé album by the use of commercials, shopping bags with the album art,
and other merchandise relevant to the release. Breaking down our budget we
attend to spend $80,000 for production, $74,000 for manufacturing, and $62,000
for marketing which totals $216,000. Our break even point will be reached when
we sell $12,000 copies and we project to sell $112,000 in physical albums copies
and $104,000 in digital album sales.
VI. Short & Long Term Projections
Although Beyoncé is one of the most popular entertainers and artists in the
world, we hope this project would be considered her best work yet and to be
looked at years from now as her prime era. We plan to dominate all avenues of
entertainment in hopes of immortalizing her legacy like the legends before her
and making her the top selling artist in the history of music.
VII. Conclusion
With the release of The Beyhive LP, the primary goal is to expand the empire
and brand of Beyoncé Knowles. The Beyhive LP is an album dedicated to the
loyal support of her fan base that’s been supporting her since her days as a

12. member of Destiny’s Child as well as the new fans she’s gained throughout her
career. This album is the offers fans what we call “The Ultimate Fan Experience”
with a series of merchandise, concerts, and short films/videos.