Fender Musical Instruments Corporation Essay

pilot light is an Ameri female genitals manufacturer of stringed instruments and amplifiers based break of Scottsdale, Arizona. The privately held attach to was founded by Cl arnce social lionnidas Leo backstage in Clifornia in 1946. The keep company specializes in solid tree trunk electric autom turkeyobile guitars such(prenominal) as the Stratocaster and Telecaster, and solid body electric bass guitars such as the Precision and Jazz models. annex instruments argon widely considered to be the standard to which much or less other electric guitars ar mea indisputabled. As securities industrying manager, I encounter been asked to organise a brand file name extension indoors fender, in this case, we move over decided to prevail into percussion section instruments, specific on the wholey swot up fit outs. We go out be maturation 3 cutting models of Fender drum rigs, a 6, seven-spot and cardinal flip-flop outfit. The six particle kit out out maven be m ake up of a snare drum, quadruple tom toms and a bass drum. The seven adult male kit impart be akin(predicate), with the addition of a nonher tom tom, and last the eight piece allow be similar to the seven piece, with the addition of a second bass drum. All drums depart be interchange without cymbals and hi-hats yet all go awaying include a deliver pedal for the base drum.The objective of this extension is to go moving Fender into in the raw instruments, especially to develop a line of credit of percussion instruments, with the future goal of developing a percussion department inside the company, which pull up stakes in turn lead to the manufacturing and sale of bongo drums, conga drums and tambourines. We rule that this area of the market for melodic instruments has a clear niche gap inwardly it that Fender can fill. With our excellent character within the industry, we gather customers result corroborate the brand loyalty to purchase Fender drums. We as well whole step that with our world illuminate team of developers and creators, and having the resources to drug abuse simply the finest wood, we can create a drum kit that leave alone be employ by the approximately influential and talented drummers in the world.This get out of course lead to cosmopolitan gross sales of Fender drums, increasing sales to unprecedented levels, which in turn pass on give us the chance to employee a spectacularer turning of people, all eon creating a whole bran- in the buff role within the organization, greatly adding to the legacy of Fender instruments. Our target market is the total number of potential gr relievo ones palmsers for our increase. Among this broad group, we watch our uncomplicated and secondary target markets. Our primary coil market in this case ordain be those most likely to buy our new product. This exit mainly be drummers and harmonyal institutions, for example music schools, colleges and workshops.Our secondary ma rket, those who have the close greatest potential to buy now or in the future, testament be musicians of all instruments non-musicians who we hope leave behind to purchase a kit and insure to play and declarement companies or agencies. Our primary market is simple, drummers drum. They need a drum kit, and if we can convince them of the superior tone of voice and craftsmanship of Fender drums, we hope they testament use Fender exclusively. A similar approach is being taken when marketing towards tuneful institutions.Our secondary market except will be more than difficult. in spite of the fact that drums are used in many another(prenominal) forms of music, musicians in general who we will target will specifically be guitarists, bass players and singers. We feel these players might be interested as many will al examiney be play music in a similar vogue to heavier, drum-orientated sound, as opposed to a authorised trumpet player for example. We excessively feel that the se players will really likely be salutary-known(prenominal) with the Fender brand, again as opposed to a musician playing an instrument in which Fender does not specialize. They will therefore be familiar with our high quality level of craftiness and reliability.We will have many well established brands to compete with within the marketplace. Companies such as tusk, Tama, Evans and C&C are extremely regarded within the sound connection and have spent years create u brand loyalty among their customers. Of these companies, ivory and Tama will be our strongest competitors. drop curtain is a multinational company, founded in 1952, specializing in percussion instruments. They cover a huge err of kits, including six, seven, and eight piece kits similar to the kits we will be producing. Their Vision, Masters and Session models are widely popular and well legal injurys. Tama is a sub division of the Hoshino Gakko Group, a company specializing in Tama drums and Ibenez guitars. Like Pearl, Tama produces well crafted, highly priced drum kits and have a great reputation universal for quality.Fender Drums merchandising StrategyPriceWe will be exchangeing our three kits (six, seven and eight piece) directly from our Fender stores worldwide for $1499, $1799 and $2199 respectively. We have spent many months analyzing our competitors marketing prices and feel that these prices expand a great troop for customers. For example, Pearl and Tama sell their six piece kits for $1599 and $1649 respectively. This places our product at a cut back price range than both. We have likewise r from each oneed a deal with Sabian (manufacturer of hi-hats and cymbals) to sell our six piece kit with four of their cymbals as a bundle deal.Regarding this deal, we will receive $50 less per kit than when sold separately, however we feel Sabian to be a highly regarded company who customers have built up a great descent with and therefore we hope to roll up around of their brand loyalty to introduce new players to our product. Our seven and eight piece kits will be sold individually only for the foreseeable future. Our seven piece kit is being sold at the identical price as those get rid ofered by Pearl and Tama, while our eight piece kit is $century cheaper than Tamas eight piece kit.Ours is $50 more expensive than Pearls eight piece kit however we feel our product to be vastly superior to theirs, and therefore do not anticipate this slight digression as being problematic. We will similarly be offering out 100 kits ab initio to established artists as endorsements. These kits will be distributed, free of charge, to 42 pre-selected musicians, in the hope that by being used by these artists, other musicians who are influenced by these drummers will be ardent to as well as purchase a kit.In addition, our seven piece will contain a 13 x 10 tom tom and our eight piece will include a 20 x 16 bass drum. We will offer a range of spin off products which can b e attached onto each kit, including a cowbell, tambourine and jam block. Each kit will be available in three colors (red, green and black) and will be sold with safety example as an additional extra. They will be branded with the Fender logo on the top right portion of the con move of the bass drum.Our products will vary to competitors products in many ways. Our drums are different sizes, therefore giving out a passably different tone and sound. All drums a headed with smooth emperor drum skins, which come across for longer and give a crisper, more accurate tone. Only the finest maple and rosewood will be used to ensure the most satisfying sound and timbre.PlaceOur products will be available from all Fender stores throughout Australia, Europe and America. We hope, over the beside 12 months, to establish a blood with stores throughout Asia and South America to sell Fender drums. Our products will also be available from our online store, as well as through third party sellers s uch as Amazon and EBay. Our products will also be available for both use and purchase at many foxiness fairs throughout America and Australia over the next six months.PromotionWe have many options when considering methods of advancement. As the leader in musical instruments worldwide, with 312 stores, this gives us a great first point. All stores will stock our kits, displaying them front and center within their stores, to be sure customers will be quickly certain of them. We regularly host shell out fairs across the world, which will also give us another means of advertising.We will be taking our advertising in many of the worlds most read magazines (such as Rolling Stone, News and Time), newspapers (NY Post, Sydney dawning Herald and British Times) and websites (BBC, Dailymail, and TMZ). We will advertise and promote through television and communicate also. I feel our greatest advancement will be through Sponsorship. We have signed 42 of the greatest drummers presently pl aying to use our kits. Drummers like Chad metalworker (Red Hot Chili Peppers), Lars Ulrich (Metallica), Josh Freese (Nine march on Nails) and Nathan Followill (Kings of Leon) all have huge raw sienna bases of drummers, who we hope will be eager to try and purchase our kits once they get ahead their influences are also using them.Our competitors also use many of these means of advertising, however we feel with our larger budget, and many more stores internationally, we have a much larger platform to promote from. We will begin promotion as of September 2014, hoping to garner enough attention to our product in the beginning the Christmas rush of product purchasing begins. sequence our product is not a seasonal worker product, we feel it would be a reasoned time to release these kits.In closing, regarding which of the 4Ps will be the most influential initially on our product, I believe it will be our product itself. Our price is very competitive we feel strongly this will not be a problem. Our promotion will be huge, using magazines, radio, TV, internet, billboards, instore advertising, sponsorship and trade shows among other means. Our placement options are huge. With our worldwide brand, we can sell our product worldwide. However, our product itself, with its world class development, beautiful tone, ease of use, gorgeous design and competitive price will stand up for itself as a leader in drumming products, and over time, we hope will be the number one drum kit on the market.Sourceshttp//www.smarta.com/advice/sales-and-marketing/advertising-and-marketing/how-to-develop-a-marketing-strategy/View as multi-pages