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Marketing Principles - Punk Lite
Transcript of Marketing Principles - Punk Lite
iPunk will be further explored once we reach the marketing mix section of the presentation in terms of the physical characteristics of our product features and strategy. Competitors - Direct Gig Ink - an app used to help quickly find live music events and their details. $1.99 Competitors - Indirect Shazam - an application available for iphones, androids, windows phone, windows 8, blackberry, and ipad which identifies titles of songs through the lyrics Marketing mix - Product Brand/slogan - iPunk "musical freeedom" (easy to remember and catchy)
Features - iPunk is an app that allows users to find local gigs. The app allows the user to search by band or location, allowing users to look for their preference of gigs. The app has a music recogniser installed to allow for users to find the name and band of the song that they are listening to. To allow for band promotion on the app, there is a merchandise store attached to all the bands that have listed gigs.
note: iPunk will be available in different platforms such as android, apple, Microsoft windows, and Nokia to ensure our target market in its entirety can use the app. Marketing Mix - Price Competition-based pricing/psychological pricing - considering the price of competitors within the market (as mentioned before in the direct competition section of this presentation), and the way an individual's mind operates, $1.49 is the set price for purchasing iPunk Facebook - Users register before using the site, allowing them to create a personal profile, add other users as friends, and exchange messages, including automatic notifications when they update their profile Marketing Mix - Promotion Public Relations (product publicity)
- music festival which attracts a large amount of our customer base (punk lite).
- Set up a booth for the crowd to test and sample the app
- Sponsor bands (Eg. Blink 182, Linkin Park, Sum 41) who will give a shout out to the crowd about the app and direct them to the iPunk booth.
- Provide giveaways such as temporary tattoos, energy drinks, hats/caps, all of which will have our brand name iPunk on them.
- Posters/banners to promote the app and attract our customer base towards the booth for the test run. Marketing Mix - Placement Will be available in apple and non-apple formats and app stores online such as: Twitter - have recently decided to introduce #music which allows people to find music by way of tweets Emerged as a recognised sub group in 1976
Age group is between 18 to mid 20's
Generally located in Newtown
Started with crazy hair shaved or long with coloured bits, odd mismatched layered clothing, but has evolved to:
1) Band t-shirts, skinny jeans, converse
2) Image is seen as significant
3) Have an laissez faire attitude in terms of them favouring
4) Tend to be associated with the Emo sub group Free trial - 14 day free trial to penetrate the market and gain a reasonable customer base. Advertising - informative advertising
Radio advertisements - Behavioural Influences:
Cultural: independence from culture, interest in pop/rock music, expressive artistically (literature, visual arts, dance, and short-films)
Social: concerts (gigs)
Personal: self-reflective fashion (rejected aesthetic norms)
Psychological: political ideologies (activism) Product quality - to ensure performance quality we will have a review system in place for the iPunk app to be rated by our customers which will allow them to have their say (word of mouth) and promote a positive brand image. We will utilise a total quality management (TQM) approach -> routinely updating app to ensure consistency and avoid technical faults
Product support services - our customer base will have access to our staff via phone, email, fax, and internet to ensure help is available if any person is having technical difficulty with the iPunk app Mosh Cam - able to watch 1000's of videos on demand
Spondle - A search app that allows the user to know what events are happening in their local area. FREE BuzzOn - An app that lists upcoming events, gigs, and concerts in Australia. FREE Event Searcher - An app that searches for upcoming events in your local city. $0.99 Will also be available for purchase from the Ipunk website, www.iPunk.com.au. Price penetration - considering iPunk doesn't have a high distribution cost involved due to it being distributed via the internet, charging the lowest price possible is a feasible option How iPunk Fits Our
Tribes Needs . References Armstrong, G, Adam, S, Denize, S & Kotler, P 2012, Principles of marketing, 5th edn, Pearson Education Australia, Frenchs Forest, NSW.
Brauer, J 2012, 'Clashes of Emotions: Punk Music, Youth Subculture, and Authority in the GDR (1978-1983)', Social Justice, vol. 38, no. 4, pp. 53-70, viewed 6th May 2013, Academic One File <http://go.galegroup.com.ezproxy.uws.edu.au/ps/i.do?action=interpret&id=GALE%7CA320732063&v=2.1&u=uwsydney&it=r&p=AONE&sw=w&authCount=1>.
Quester, P, Neal, C, Pettigrew, S & Hawkins, D 2011, Consumer behaviour: implications for marketing strategy, 6th edn, McGraw Hill Australia Pty Limited, North Ryde, Australia.
Moore, R 2004, 'Postmodernism and Punk Subculture: Cultures of Authenticity and Deconstruction', The Communication Review, vol. 7, no. 3, pp. 305-327, viewed 6th May 2013, Taylor & Francis Online, <http://www.tandfonline.com.ezproxy.uws.edu.au/doi/pdf/10.1080/10714420490492238>
Simonelli, D 2002, 'Anarchy, Pop and Violence: Punk Rock Subculture and the Rhetoric of Class, 1976-78', Contemporary British History, vol. 16, no. 2, pp. 121-144, viewed 1st May 2013, Taylor & Francis Online, DOI 10.1080/713999447
Molitorisz, s 2010, 'Tribes of the Sydney', Sydney Morning Herald, viewed 1st May 2013, <http://www.smh.com.au/lifestyle/life/tribes-of-the-sydney-20100107-lv15.html> Punk Lite subculture has a desire and passion for music, hence the development of iPunk app which supplements this. It allows them to find all the information (band & gig related) they need in one place. Easily accessible to tribe because it's available in a variety of formats, places, and portable Cost Effective, as well as offering more than competitors. Design suits cultural (artistically visual) and self-expressiveness of punk lite community Political Technological Cultural Economic Demographic Environmental Forces - Macro 1970s - Punk subculture emerged from the US and UK spread around the globe males & females True Punk:
- Older generations Nowadays:
- Generation Y
Born between 1977-2000 varies in ethnic backgrounds increasing demand for smartphones = more consumers purchasing apps affordable to develop and purchase easier lifestyle (accessibility of array of information) Creation of terms and conditions keep in mind and comply with government regulations - privacy, intellectual property, trademark, copyright. Freedom Music Political change Less restricted lifestyle Punk Lite Tribe Profile iPunk addresses five characteristics important in influencing innovative products towards the punk lite community:
relative advantage - unique and differential features
compatibility - easy to navigate and use
divisibility - free trial will avoid this from occurring
communicability - through use or IMA promotional tools Fashion & hair Marketing Mix - Promotion Linkin Park Sum 41 Blink 182 Using social media networks such as: facebook twitter YouTube instagram as these are the radio stations that our target market are most likely to listen to. Edge 96 One Nova FM 2Day FM 104.1 iTunes Google Play Amazon Apple