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Madonna: the reigning queen of pop?

SBC MNL: MGT01 - 2EAC, 1st Semester 2013-2014. Group 1: Banalo, Bonquin, Magundayao, Nunez, Sarmiento, Salvador

Nades Sarmiento

on 16 September 2013

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Transcript of Madonna: the reigning queen of pop?

Madonna: the reigning queen of pop?
Celebrity Behind the Brand
Brand Explanatory

Birth Name: Madonna Louise Veronica Ciccone
Birth Date: August 16, 1958
Birth Place: Bay City, Michigan, USA
third of the six children Martin, Anthony, Christopher, Paula, Melanie, Mario & Jennifer
born to Silvio "Tony" Ciccone, an Italian-American carworker, and Madonna Louise Fortin, who was Québécois descent
Singer, Song Writer, Actress, Author, Director, Dancer, Pinup, Entrepreneur
Target Audience
Brief History
1978 - dropped out of college and relocated to NYC
Breakfast Club - first rock band
1982 - Everybody - first single
Madonna - her debut album
During the 1980s, Madonna's style was mimicked by many and her style became a fashion trend.
selling 21 million copies of her first single alone
best-selling female rock artist of the 20th century
2008 - Billboard Magazine ranked Madonna at number two, on the 100 All-Time Top Artists
inducted into the Rock and Hall Fame
2012 - She was crowned the Greatest Woman in Music by VH1
sold more than 300 million records worldwide
How does Madonna reach us?
Singles and Other Appearances (102)
Albums (11)
World Tours (9)
As leading role (19); including:
1979 - A Certain Sacrifice
1993 - Body of Evidence, Dangerous Game
1996 - Evita
2000 - The Next Big Thing
2002 - Die Another Day
Pepsi, Max Factor, Gap, H&M, Louis Vuitton...
The English Roses
Madonna's Portfolio
"The act of designing a company's offer and image so that it occupies a distinct and valued place in the target customer's mind." (Kotler & Keller, 2006)
constantly repositions and reinvents her brand
No single brand positioning strategy.
Most pop stars target a narrow age demographic; Madonna's target audience age is much broader.
"The queen of reinvention" (BBC, 2008)
Merchandising Products, including: Apple apps, calendars, posters, accessories, collectibles, home decor, gadget skins, DVD/Blu-Ray videos
Lucky Star
Trashy Pop - Young wannabe girls, dovetailing from fading disco to emerging 'club scene'
Like a Virgin
Like a Prayer
Originally a Marilyn glamour image, then became Saint & Sinner - More grown-up, rebellious fan-base, more critical female audience and male worshippers
Bedtime Stories
Something to Remember
Softer image, ballads preparing for glamour image of Evita film role - Broadest audience target, picking up potential film audiences as well as regular fan base. Most conventional image. Max Facrot later used this mixture of Marilyn and Eva Peron to market their glamour image.
Ray of Light
Earth mother, eastern mysticism, dance music fusion - Clubbing generation of the 90s, new cohort of fans plus original fan base of now 30-somethings desperately staying trendy
Acid rock, tongue-in-cheek Miss USA/cowgirl, cool Britannia - Managing to hit the changing club scene and 30-something Brits
American Life
Militaristic Image, Che Guevara, Anti-consumerism of American dream - Unclear audience reliant on existing base
Confessions on a Dance Floor
Retro-80s disco imagery, high motion dance-pop sound - Strong gay-icon audience, pop-disco audience, danced-based audience
Hard Candy
Pop, dance, electro-pop urban - Deliberate move roward a more urban R&B direction with collaborations with Justin Timberlake and Kanye West pulling in a new young audience
Queen of pop - Compilation of hits from her entire career targeted at enduring/touring fan base
first female pop star to have complete control of her music and image

named also list as a one of People Magazine's '50 Most Beautiful People of 1991', and '25 Most Intriguing People of 2001'
world's most successful female recording artist of all time and the top-earning female singer in the world

Music - iTunes, Amazon, Music Videos, Tours/Concerts

Social Media - Madonna Website, Facebook Fan Page, Twitter, Youtube Channel, TV and Movies

Clothing and fitness - Material Girl, Truth or Dare by Madonna, Hard Candy Fitness

Four main areas of distribution for her brand:
Kylie Minogue
Britney Spears

Nicki Minaj

Lady Gaga

Michael Jackson

Brand Awareness

Brand Awareness
Brand Recall
Brand Recognition
Requires consumers to retrieve her brand when they think of pop music, or what songs they want to download to listen to on their iPod (Keller, 2008).
Madonna has achieved an exceptionally high level of brand awareness. Due to a number of factors

the span and consistency of her popularity
the length of her career
her image and persona changes
Her sustained popularity has also meant high levels of exposure spanning different generations of pop music fans and resulting in a more recogizable brand.
Brand Associations
From early in her career, Madonna made reinvention a part of her brand image.
Madonna has strong brand associations to radicalism, reinvention and innovation in the minds of consumers.
Her brand associations are not unique to her but she has taken ownership of them.
Other brands who attempt reinvention or radicalism strategies are often likened to her or accused of copying her e.g. Lady Gaga (NME, 2012).
Her ownership of her brand associations gives the benefit of unique brand association, this increases her brand equity. (Pitta & Katsanis, 1995).

Key Associations
Erotic porn star, sadomasochistic, sexual control, more Minelli in Cabaret than Monroe - Peculiar mix of target audiences: gay club scene, 90s women taking control of their own lives, also pure male titilation

Recommendation 2: focus on the older loyal fans and continue to expand her brand into other areas
Recommendation 1: ensure that her words and actions remain carefully aligned with her brand associations and positioning strategy.
SWOT Analysis
Large, diversified and loyal fan base
Significant market share
Strong and unique brand associations
Strong brand equity
Current collaborations
Well established brand name
Respected brand name
Finite nature of positioning strategy
Interchangeability of Madonna the brand and Madonna the person
Alienating a fan base when she continually reinvents herself for the younger target market
New contemporary artists are taking her brand position and more relatable
Collaborations with other, younger artists
Collaborations with older artists so to not lose her older fan base
Expand into markets such as perfume targeted for a mature and young audiences
Placing a larger emphasis on non-conventional advertising such as promotion on Twitter and Facebook
Sponsorship: Sponsoring young and upcoming artists or large scale gaming events
Competitors (younger imitators)
Artists that are more relevant to the target market especially the teen market
Other fashion brands in the market
New and young upcoming performers
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