Up & Down Records

MARKETING:
MARKET ANALYSIS: After carrying out a market research, our decision was to limit our target market to people between 18 and 26 years old in order to look for young talents, however, always accepting exceptions. We chose that age range due to the fact that many youngsters with great talent and potential actually dont have enough resources or means to be successful themselves. In order to recruit new talents, our agreements with Mushi and 21 Century Music best musical schools in Spain, will allow us to follow closely these young talents. Furthermore, another way to spot out these youngsters is by attending to music festivals around Spain where emerging talents can be found. So our marketing objective is carry out a concentrated market segmentation in order to direct a marketing mix to a single market segment: a group of individuals within a market that share common characteristics. Key market research results: To focus on a target segment we rst obtained some key results from our market research. Using this results we are able to determine costumers wants and also how well are those wants being satised by current competitors.

Like / Dislike Indie Music

Do you visit music webpages?

36%
Like Dislike

11% 44% 22% 23%

64%
Easy to nd Indie music in Spain?

Never Rarely Often Everyday

35%

Yes No

65%

Up & Down Records

MARKETING PLAN: Positioning Statement: To music lovers, between 18 and 26 years old, Up & Down Records is a new concept in the music industry, which will offer a great musical experience and will keep you curious about our bands Marketing MIx Strategy: I. II. III. IV. Product / Service Price Place Promotion

I Product / service Up & Down Records offer a new consumer service: We are giving new talented IndieRock young musicians the opportunity to be known in the music world. Indie - Rock Music has been chosen because nationally indie-rock hasnt had a chance to emerge while its being very successful around the world. Once we sign a contract with a band, they will be able to choose wether to record their songs on vinyl CDs (analog sound storage medium consisting a band they will be able to choose whether to record their songs on vinyl CDs (is an analog sound storage medium consisting of a at disc with an inscribed, modulated spiral groove) or to be sold directly on the Internet. The advantage of being recorded on vinyl is that this is a good idea to stop piracy as real music lover do care about sound, being the best sound possible through these types of

II Price: Our pricing objective is to survive and after that we suppose that our goals will be to increase our market share and maximize prots. In order to survive, we decided to use penetration pricing, setting a low price and reference pricing as strategy. Therefore our nal price for vinyl CDs will be 9,99, but if they become more successful, prices will rise. Our nal price per song on the internet will be 1, which will not change and with special discounts if the entirely album is bought.

Up & Down Records

III Place: The songs will be sold online through iTunes and Amazon. The vinyl CDs will be sold on music stores such as FNAC, El Corte Ingls, and other small music retailers. We will also rent a studio to record the songs. IV Promotion: Our promotion mix is based on adverts on iTunes, Spotify, You Tube, MySpace and social networks such as Facebook and Tuenti (the last one is key due to its nationality) which are very popular among youngsters - our target market -. In adition concerts and billboards will help us to get known. We will also advertise ourselves and our bands through the CYAN music magazine: this is a magazine about vanguards, design, architecture, trends and music , very popular among music lovers. Finally, we will also use the radio as a eans of promotion in stations such as Los 40 principales or Hit Fm