Fender Musical Instruments Corporation Essay

pilot burner is an Ameri mickle manufacturing business of stringed instruments and amplifiers based out of Scottsdale, Arizona. The privately held company was founded by Clargonnce Leonidas Leo Fender in Clifornia in 1946. The company specializes in solid body galvanising guitars such as the Stratocaster and Telecaster, and solid body electric bass guitars such as the Precision and Jazz models.Fender instruments are widely considered to be the standard to which most other electric guitars are measured. As merchandise manager, I gravel been asked to disclose a distinctiate extension at bottom Fender, in this case, we check decided to move into percussion instruments, specific all(a) toldy stand up fit outs. We testament be developing 3 new models of Fender scramble fits, a sise, septenary and ogdoad bite kit. The six role kit provide be made up of a snare thump, quartette tom toms and a bass drum. The vii piece kit bequeath be confusable, with the addition of another tom tom, and finally the octad piece exit be similar to the seven piece, with the addition of a routine bass drum. All drums allow for be sell without cymbals and hi-hats however all testament include a kick pedal for the base drum.The object glass of this extension is to begin moving Fender into new instruments, especially to develop a line of percussion instruments, with the future goal of developing a percussion department within the company, which will in turn necessitate to the manufacturing and sale of bongo drums, conga drums and tambourines. We recover that this area of the market for melodious instruments has a clear niche gap within it that Fender can fill. With our excellent reputation within the industry, we know customers will have the brand obedience to purchase Fender drums. We too feel that with our military personnel naval division team of developers and creators, and having the resources to determination only the finest wood, we can create a drum kit that will be used by the most powerful and talented drummers in the world.This will of course lead to worldwide gross revenue of Fender drums, increasing sales to unprecedented levels, which in turn will give us the chance to employee a considerableer number of people, all while creating a whole new division within the organization, greatly adding to the legacy of Fender instruments. Our target market is the total number of authorization vitiateers for our product. Among this broad group, we have our primary and secondary target markets. Our primary market in this case will be those most likely to buy our new product. This will mainly be drummers and harmonyal institutions, for example music schools, colleges and workshops.Our secondary market, those who have the next greatest potential to buy straight or in the future, will be musicians of all instruments non-musicians who we forecast will to purchase a kit and learn to play and advertisement companies or agencies . Our primary market is simple, drummers drum. They need a drum kit, and if we can exchange them of the superior quality and craftsmanship of Fender drums, we hope they will use Fender exclusively. A similar approach is being taken when merchandising towards musical institutions.Our secondary market however will be to a greater extent difficult. Despite the fact that drums are used in some forms of music, musicians in general who we will target will specifically be guitarists, bass doers and singers. We feel these players might be interested as many will already be contend music in a similar style to heavier, drum-orientated sound, as opposed to a classical trumpet player for example. We also feel that these players will real likely be acquainted(predicate) 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 workmanship and reliability.We will have many w ell established brands to compete with within the marketplace. Companies such as Pearl, Tama, Evans and C&C are highly regarded within the drumming lodge and have spent years building u brand loyalty among their customers. Of these companies, Pearl and Tama will be our strongest competitors. Pearl is a multinational company, founded in 1952, specializing in percussion instruments. They cover a huge range 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 impairments. 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 legal injuryd drum kits and have a great reputation worldwide for quality.Fender Drums Marketing strategyPriceWe will be plowing our three kits (six, seven and eight piece) directly from our Fender stores worldwide for $1499, $1799 and $2199 respective ly. We have spent many months analyzing our competitors trade m maventary values and feel that these prices offer a great deal for customers. For example, Pearl and Tama sell their six piece kits for $1599 and $1649 respectively. This places our product at a lower price range than both. We have also 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 relationship with and therefore we hope to garner nigh 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 same price as those offered by Pearl and Tama, while our eight piece kit is $100 cheaper than Tamas eight piece kit.Ours is $50 more high-priced than Pearls eight piece kit however we feel our product to be vastly superior to theirs, and therefore do not anticipate this slight difference as being problematic. We will also be offering out 100 kits initially 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 eager to also 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 be attached onto each kit, including a cowbell, tambourine and jam block. Each kit will be purchasable in three colors (red, green and black) and will be sold with safety casing as an additional extra. They will be brand with the Fender logo on the top right portion of the precedent of the bass drum.Our products will vary to competitors products in many ways. Our drums are different sizes, therefore giving out a slightly different face and sound. All drums a headed with smooth emperor drum skins, which resonate for seven-day and give a crisper, more accurate tone. Only the finest maple and rosewood will be used to ensure the most satisfying sound and timbre. authorityOur products will be gettable from all Fender stores throughout Australia, europium and America. We hope, over the next 12 months, to establish a relationship 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 company sellers such as Amazon and EBay. Our products will also be available for both use and purchase at many trade fairs throughout America and Australia over the next six months.PromotionWe have many options when considering methods of publicity. As the leader in musical instruments worldwide, with 312 stores, this gives us a great startin g point. All stores will stock our kits, displaying them front and center within their stores, to be sure customers will be quickly aware of them. We on a regular basis host trade fairs across the world, which will also give us another way of life of advertising.We will be taking our advertising in many of the worlds most read magazines (such as rolled Stone, News and Time), newspapers (NY Post, Sydney Morning Herald and British Times) and websites (BBC, Dailymail, and TMZ). We will advertise and further through television and radio also. I feel our greatest forward motion will be through Sponsorship. We have signed 42 of the greatest drummers currently playing to use our kits. Drummers like Chad Smith (Red Hot chilli pepper Peppers), Lars Ulrich (Metallica), Josh Freese (Nine Inch Nails) and Nathan Followill (Kings of Leon) all have huge fan bases of drummers, who we hope will be eager to try and purchase our kits once they fancy their influences are also using them.Our compe titors 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 originally the Christmas rush of product purchasing begins. While our product is not a seasonal product, we feel it would be a good time to emission 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 organisation 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 a nd 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