BU362 Lecture Notes - Lecture 14: Profit Margin, Market Trend, Internal Communications
Document Summary
Main issue: declining sales due to an ineffective distribution strategy secondary issue: decreasing brand recognition. Wholesalers, owners of casabalanca, distributors (emi/universal), consumers, retailers. Marketing strategy -> use of catalogues to retailers, direct sales to consumers 25% of volume, giveaways. Positioning -> lack unique qualities that give them a competitive advantage. Distribution: 75% through distributors, 25% directly to consumers current target market -> parents, emi and universal. External increasing echo generation from the baby boom generation. Market trend -> full refund by retailers. Growing favour for animated characters over real performers. 45% of total music children"s music in us market. Growth potential in growing dvd market exploring potential of digital music stores as channel cultural similarities in uk but hard for artists to gain international exposures. Keep them quiet: purchased music to keep children occupied and quite, not well informed on quality of developmental benefits.
