Upload
sophialuo
View
219
Download
0
Embed Size (px)
Citation preview
8/14/2019 NEWFINAL Ministry Sound
1/23
Ministry of Soundfrom was to is
group 2
8/14/2019 NEWFINAL Ministry Sound
2/23
Agenda
2
8/14/2019 NEWFINAL Ministry Sound
3/23
The evolution of cool
3
8/14/2019 NEWFINAL Ministry Sound
4/23
Whats wrong with the Ministryposition?
1990s Widely accredited with popularizingdance
World-recognized youth culture brand
Access to DJs for dance music fans in theUK
House of House: London
4
8/14/2019 NEWFINAL Ministry Sound
5/23
Our products
5
8/14/2019 NEWFINAL Ministry Sound
6/23
Competitor analysis and market
6
CDs Club Events TV Radio MP3 Merch. Mobile
Cream Yes No Yes No Yes No Yes No
Gatecrasher Yes Yes Yes No No No Yes No
Sony Yes No Yes Yes No Yes Yes Yes
Universal Yes No Yes Yes No Yes Yes Yes
Apple No No No No No Yes Yes Yes
8/14/2019 NEWFINAL Ministry Sound
7/23
Emerging trends
7
8/14/2019 NEWFINAL Ministry Sound
8/23
Get to the
Free mobile program that allows
On-the-spot exclusive news/content
Further information on Ministry products
Via QR Code on MoS selectedproducts
Embedded Links to content online
8
8/14/2019 NEWFINAL Ministry Sound
9/23
QR technology
9
8/14/2019 NEWFINAL Ministry Sound
10/23
Interactive content delivery
10
8/14/2019 NEWFINAL Ministry Sound
11/23
Marketing objectives
Rejuvenating Ministry of Soundbrand!
Focus back to the music creation
Add value to products/brandFurther level of content aggregation
Value chain transparency
Engage consumerIncrease symbolic value
11
8/14/2019 NEWFINAL Ministry Sound
12/23
Value
CustomerAggregation + Information + Mobility
Exclusive inside information on products and events
Discounted products and ticket offers
Exclusive remixes/MP3s/ringtonesOn-the-spot, information wherever you are
Extend the experience
MinistryBrand augmentation across products
PR/Buzz (cool/edgy)
Engage customers with brand (increase brand loyalty)
Data collection
12
8/14/2019 NEWFINAL Ministry Sound
13/23
Aim: Early adopters & opinionleaders
13
Genuinely interested in dance musicThey believe in MoS brand as a symbol of dance music
8/14/2019 NEWFINAL Ministry Sound
14/23
Implementation: Customer Led
14
8/14/2019 NEWFINAL Ministry Sound
15/23
Launch
0-3 Weeks
User Base
1500 Ministry /Blog/Facebook/BeeBo/Other
UsersPromotion
10% free phones (software preinstalled, carrierpartnership?)
Program includes invite friend via SMS andsend program via Bluetooth
15
8/14/2019 NEWFINAL Ministry Sound
16/23
Codification
4-6 Weeks
User Base
Barcode web ads to Web Portal sign-up through
Ministry homepage E-mail blast
Banner advertising
Promotion
Banner Advertising (micro-sites)Media/Promotion inclusion
Guerrilla Metro-Sticker attack
16
8/14/2019 NEWFINAL Ministry Sound
17/23
Buzz Building
7-10 Weeks
User Base
Ministry of Sound Bluetooth Club Location
Download
Promotion
80s Party People
17
8/14/2019 NEWFINAL Ministry Sound
18/23
Tipping Point
11-13 Weeks
User Base
Explicit program details on web, sign-ups still
invitation only
Promotion
Code Party (invitees only, critical mass)
Viral (danceboy01) of party highlights
Press leak/involvement
18
8/14/2019 NEWFINAL Ministry Sound
19/23
Costs
Software Development and Hosting
Web Page creationDesign
Content
PromotionFree phones
Stickers and Distribution, Party PeopleFestival Sponsorship, Code Party
19
8/14/2019 NEWFINAL Ministry Sound
20/23
Measuring Success
Change in attitudes towards thebrand
Top line revenue
Quantify amount of (free) PR space
Program stats:User base
Sales via mobileWebsite hits
20
8/14/2019 NEWFINAL Ministry Sound
21/23
Product Extensions
Loyalty schemeCreate your own code
Treasure hunt (one code to the next)
Music VideosDiffusion map via web (real-time)
Necessary to keep innovators
21
8/14/2019 NEWFINAL Ministry Sound
22/23
Questions?
22
8/14/2019 NEWFINAL Ministry Sound
23/23
ReferencesAnonymous (2005). Mobile Downloads UK August 2005, Mintel Oxygen.
Anonymous (2006a). Character Merchandising UK July 2006, Mintel Oxygen.Anonymous (2006b). Nightclubs UK December 2008, Mintel Oxygen.
Anonymous (2007a). Ministry of Sound plans new mobile advertising model, NewMediaAge, March 22 2007, p. 3.
Anonymous (2007b). Mobile Phones and Network Providers UK October 2007, Mintel Oxygen.
Anonymous (2007c). Music Downloading, Euromonitor International.
Anonymous (2007d). Live Entertainment UK July 2007, Mintel Oxygen.
Doyle, P.; Stern, P. (2006). Marketing Management and Strategy, 4th ed., Prentice Hall: Essex.
Goulding, C.; Shankar, A. (2004). Age is just a number, European Journal of Marketing, 38(5/6), pp. 641-658.
Lomas, N. (2008). Five mobile trends to watch in 2008. [Online] URL:http://hardware.silicon.com/pdas/0,3902464,39169597,00.htm (Accessed January 28th 2008).
http://www.aapglobal.com/aapmobile.php, accessed on February 7th 2008.
http://bbs-mychat.com/read.php?tid=587995, accessed on February 6th 2008.
http://www.ministryofsound.com, accessed on January 18th 2008
http://www.cream.co.uk, accessed on February 15th 2008
http://www.gatecrasher.com, accessed on February 15th 2008
http://www.sony.com, accessed on February 15th 2008
http://www.apple.com, accessed on February 15th 2008http://www.umusic.co.uk, accessed on February 15th 2008
http://www.youtube.com/watch?v=OxFR6r-Dqk4 , accessed on February 15th 2008
http://www.aapglobal.com/aapmobile.php , accessed on February 15th 2008
http://en.wikipedia.org/wiki/QR_code , accessed on February 15th 2008
http://bbs-mychat.com/read.php?tid=587995 , accessed on February 15th 2008
23