Mission Statements
Discuss About The Positive Learning Climates Knowledgebase.
Qmusic is a Queensland’s music industry development association that has been transforming the music industry since the year 1995. According to the figures of Centre for Information on the Media the market share of Qmusic is 12.95% on a daily basis (Qmusic, 2018). This report presents the marketing plan for Qmusic for improving its membership marketing program. In this context the focus will be on important aspects such as situation analysis, strategy formulation, resource allocation budges etc. (Luther, 2011)
The mission statements of this marketing plan are as follows:
- To increase the memberships of Qmusic.
- To assist the membership awareness campaign in South-East Queensland.
- To develop a marketing plan for Qmusic for $10,000 for 2018, $5,000 for 2019 and $5,000 for 2020.
Marketing membership can be defined as the process of acquiring, upgrading along with renewing an association or that organization is driven by the relationships (Sbims, 2017; Aluisy, 2017).
Goal
The major goal for the membership marketing program is to increase the membership of the Qmusic by 50% in the next 6-9 moths.
The current membership programs of Q music focus on finding new potential members for the music company. The Qmusic finds the members within and outside the offices to reverse the membership fortune. Further, Q music recruits the new members with the methods such as telemarketing, direct mails and member get a member program. Further Q music also focuses on improving the member service as it is one of the important factors that influence the decision of members to retain with the organization.
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Strengths It is one of the biggest commercial radio stations The Q music offers free and extensive professional development programs It stages the annual Queensland Music Awards It has close relationships with the government at different levels so as to sustain the Australian music industry. It also has strong relationships with the philanthropic partners and corporate partners. |
Weaknesses Less number of members of the company Lack of membership awareness campaign in South-East Queensland Poor marketing |
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Opportunities There are many other music companies of Australia that are retiring. This is one of the major potential opportunities. The increased interest of people towards the music. New technology in the Australian music industry. |
Threats The trends or events in the music industry that increase the need of the resources or they reduce the expected business gains. Online music piracy is one of the biggest threats for the Q music as well as the Australian music industry. The online music piracy helps the people in obtaining the music illegally. |
The PESTEL of Australia in context of the Qmusic is given below (Agrawal, 2017; Perera, 2017):
Political
Australia is a politically stable country along with a stable, progressive and open regulatory environment. This aspect is extremely helpful for Qmusic as it can get the government support easily for is events and initiatives related with music in Australia.
Economic
Australia is a largest capitalist economy that is dominated by the service sector. It has a continuous business economic growth with a stable and strong financial system. These factors will help Q music in expanding the music company in Australia.
Social
Social factors refer to set of customs, beliefs, policies and the behaviour. The social trends of Australia indicate that it has a collection of diverse people with English as a widely used language. The interest of Australian people is increasing towards the English music
Technological Factors
The technological factors include the technology incentives, R&D activities and automation. This indicates huge potential for the Australian music industry.
Environmental
Water is one of the scarce resources of Australia. The problems of water quality and availability in Australia are significant.
Membership Marketing
Legal
The legal system of Australia is based on the fundamental beliefs associated with justice, law and independence. The people in Australia are treated equally before the law
The above PESTEL analysis indicates that the external environment of Australia is favourable for functioning of Qmusic in Queensland along with other Australian countries.
Competitive positioning can be defined as the process of differentiating the offerings or creating the value for market (Czerniawski & Maloney, 2010). Competitive positioning is about carving spot in a competitive landscape along with winning a mind share in the market (Music Thinktank, 2018).
The competitive positioning of Qmusic will be done of the basis of the high service quality for the new and the existing members. The member service quality includes the discounts in the ticket prices of the events, air tickets for the events along with the other member benefits (Qmusic, 2018). The company focuses on providing a high quality service to its members so that the members do not face any problem in availing the offers, discounts and the events benefits. In addition the company also focuses on the providing the services such as networking by offering the opportunities to members top connect with the likeminded mentors or the people with same music taste. The company maintains its competitive position by providing an access to the high quality music, industry grants, legal resources and the tax (Simplicable, 2018).
The major issue that needs to be addressed in the case Qmusic is associated with increasing the number of members of the music company. The members have to be increased from High School, TAFE or Universities. Qmusic wants to increase its target market by offering the best membership packages to the people. Qmusic has a limited marketing budget that has to be utilized optimally so that the membership of the company from South-East Queensland can increase without increasing the cost of the organization.
4.1 Marketing Objectives: the main objective of the marketing is to encourage high school, TAFE or University students to become members of QMusic (Win Marketing, 2018)
4.1.1 Overall Corporate Strategic Focus: to motivate students from high school and university to become the members of QMusic, support the future of Australian music and transforming music industry careers. Keeping the contemporary popular music alive is also the focus of QMusic.
4.1.2 Specific Membership Focus: designing a membership package offering for the students of high school, university and TAFE so that they can become the members of QMusic and offer free professional development program to the students. The focus is to encourage the students to establish their career in the music industry.
Current Membership Aspect
4.2.1 Product: The membership of QMusic is the product that will be marketed to the students of high school, TAFE and university. It will help the students to make their career in the music industry by the membership and the support of QMusic.
4.2.2 Price: the price for the membership of QMusic will be $ 30 per year. It includes the free training and development program to the students as well (QMusic, 2018).
4.2.3 Promotion the website of QMusic, YouTube videos, facebook account of QMusic, hoardings, TV commercials and the direct marketing about the membership of QMusic at high schools, university and TAFE.
4.2.4 Place: the students can get the membership of QMusic through signing up for the membership on the online website of QMusic (QMusic, 2017).
4.2.5 People: the students of University, high school and TAFE are the people upon whom the marketing is focused. The young generation is the future of the Australian Music industry. By establishing the contacts with the universities, high schools and TAFE, the company can reach to the target population (Typepad, 2011).
4.2.6 Process: In order to become the member of QMusic, the students have to register upon the online website of QMusic to get the membership. After filling all the details and the payments of the membership fees, the students will be provided with the online card of membership which will act as a physical evidence of the membership at QMusic. The students can access to the benefits of the membership for one year after receiving the online membership card (The State of Queensland , 2018)
4.2.7 Physical Evidence: The students will be able to get the benefits from the membership like they can attend the free professional development program, they can access to the latest music, they can meet the mentors for the guidance to grow in the music industry and they can get the other opportunities like scholarships, events and showcases through the online membership card (Faculty.msb.edu, 2018).
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Marketing Budget Plan |
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Category |
Estimated for first year |
Estimated for second year |
Estimated for third year |
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Research |
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Research Fees |
$1,200.00 |
$500.00 |
$500.00 |
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Research Costs Total |
$1,200.00 |
$500.00 |
$500.00 |
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Communications |
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Promotional brochures |
$1,000.00 |
$500.00 |
$500.00 |
|
Television |
$1,500.00 |
$750.00 |
$750.00 |
|
Radio |
$700.00 |
$350.00 |
$350.00 |
|
Web |
$1,000.00 |
$500.00 |
$500.00 |
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Communications Costs Total |
$4,200.00 |
$2,100.00 |
$2,100.00 |
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Networking |
|||
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Memberships |
$700.00 |
$350.00 |
$350.00 |
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Affiliations |
$200.00 |
$100.00 |
$100.00 |
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Networking Costs Total |
$900.00 |
$450.00 |
$450.00 |
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Promotions |
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Product giveaways |
$500.00 |
$250.00 |
$250.00 |
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Product discounts |
$300.00 |
$150.00 |
$150.00 |
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Special offers |
$400.00 |
$200.00 |
$200.00 |
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Promotions Costs Total |
$1,200.00 |
$600.00 |
$600.00 |
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Advertising |
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Brochures (development and production) |
$700.00 |
$350.00 |
$350.00 |
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Mailings |
$300.00 |
$150.00 |
$150.00 |
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Newspapers |
$500.00 |
$250.00 |
$250.00 |
|
Billboards |
$400.00 |
$300.00 |
$300.00 |
|
Social Media |
$600.00 |
$300.00 |
$300.00 |
|
Advertising Costs Total |
$2,500.00 |
$1,350.00 |
$1,350.00 |
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ESTIMATED MARKETING GRAND TOTAL |
$10,000.00 |
$5,000.00 |
$5,000.00 |
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Marketing activity |
Date of review |
Monitoring methods |
Review outcomes |
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Print advertising |
June’18 Sep’18 |
Conducting the online and offline surveys of the customers with the help of sales Analysis and Market-share analysis |
According to the analysis, total customers that are attracted towards the music company with the help of print media will be determined. It seemed to be the best mode of marketing. |
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Online advertisement |
June’18 Sep’18 |
Conducting the online and offline surveys of the customers with the help of sales Analysis and Market-share analysis |
Through survey the online traffic on the website will be determined |
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Marketing Research agency |
June’18 Sep’18 |
Cross analysis of the spreadsheets will be done by the marketing agency vs. the expected outcome |
The marketing agency will be analysed for the purpose of considering number of leads on both online and offline modes |
(Parasuraman, Grewal, & Krishnan, 2006)
Includes mission statements available for QMusic
The mission statement of QMusic is “To advance the artistic, cultural and economic value of Queensland contemporary popular music” (QMusic, 2018).
QMusic promotes the entrepreneurs, partnerships and spread the awareness about the value of the contemporary popular music. They aim at improving the music sector and making this sector wide and beneficial for the economy and the society at the same time.
Hence, the marketing mission statements of QMusic are also at promoting the students to get the membership of QMusic so that they can get the opportunity to establish their career in the music industry.
SWOT Analysis
Specific corporate goals relating to the commissioning of this report (membership growth)
- Develop the competent industry entrepreneurs
- Increase the awareness among the people about the value of the contemporary popular music and also about the membership.
- Promote the young generation to establish their careers in the music industry.
- Promote the contemporary popular music by helping the young generation to build career in music industry
The human resources of QMusic will contribute in proceeding the marketing actions as per the marketing plan (University of Oklahoma , 2018). They are the major contributors in the effective marketing about the membership and the awareness campaign. They will be responsible for the effective marketing about the membership and its benefits to the students of high schools, university and TAFE and also about the awareness campaign. The effective actions by the human resources through the planning will help in encouraging the students to become the members of QMusic. Through the effective marketing by the human resources, the QMusic will be able to attract the high number of students to become member (Northern Ireland, 2018). The effective marketing by human resources will also help in establishing good image and reputation of QMusic by the membership package offerings to the students, by promoting the contemporary music and by encouraging the students to establish career in the music industry.
The marketing plan for the membership will be monitored by calculating the number of students registered for the membership at QMusic. The marketing plan will be reviewed whether the plan is able to meet the goals of the marketing or not and the improvements will be initiated as per the established goals (State Records , 2018).
Conclusions
The marketing plan will help QMusic to increase the number of members. It will help QMusic to support the students of High school, university and TAFE to establish their careers in music sector. The membership package offering will be able to attract the students to register for the membership. The success of the marketing plan can be ascertained when through the increased number of members through the effective marketing by the different types of promotion. The reviewing of the marketing plan will help in improving the plan for its effectiveness.
Music can focus on designing a membership awareness program that will help in attracting the students from the universities and colleges. In this context some of the steps that can be used for creating an awareness campaign are as follows:
Qmusic should firstly define the budget that has to be allocated for managing and running the awareness campaign. This is one of the first steps that can have impact on the complete awareness program. Further the focus should be on using the digital media tools and the social media so that most of the students from the college and universities can be targeted. The company should focus on targeting the music lovers from the universities and college along with organizing the events such as the singing competitions and the live music concerts that will help in attracting a large number of students from the university and the colleges. This will significantly help in increasing the number of the memberships of the company. Apart from focusing on the awareness campaign Qmusic can also focus on developing an attractive membership package for the customers. The membership packages should focus on providing all the services such as high quality music, videos, and discounts for the events along with an opportunity to connect with the industry professionals. This will help in encouraging the youth to enter in the music profession.
References
Agrawal, A. (2017). PESTLE analysis of Australia. Retrieved from Sachdevajk.in: https://www.sachdevajk.in/2017/09/07/pestle-analysis-of-australia-by-anshita-agarwal/
Aluisy, G. W. (2017). The Definitive Guide to Membership Marketing. Shake Creative.
Czerniawski, R. D., & Maloney, M. W. (2010). Competitive Positioning: Best Practices for Creating Brand Loyalty. Hudson House.
Faculty.msb.edu. (2018). Marketing: 6 Ps. Retrieved from https://faculty.msb.edu/homak/homahelpsite/webhelp/Content/Marketing_6_Ps_ASQs.htm
Luther, W. (2011). The Marketing Plan: How to Prepare and Implement It. AMACOM.
Music Thinktank. (2018). How To Make It In The Music Industry – 4 Key Factors. Retrieved from Musicthinktank.com: https://www.musicthinktank.com/blog/how-to-make-it-in-the-music-industry-4-key-factors.html
Northern Ireland. (2018). Investment appraisal techniques. Retrieved from https://www.nibusinessinfo.co.uk/content/non-financial-factors-investment-appraisal
Parasuraman, A., Grewal, D., & Krishnan, R. (2006). Marketing Research. Cengage Learning.
Perera, R. (2017). The PESTLE Analysis. Nerdynaut.
QMusic. (2017). QMusic 2017 Annual Report. QMusic.
Qmusic. (2018). About us. Retrieved from Qmusic.com: https://www.qmusic.com.au/about
QMusic. (2018). Become A Member. Retrieved from https://www.qmusic.com.au/membership
Qmusic. (2018). What you get? Retrieved from Qmusic.com: https://www.qmusic.com.au/membership
Sbims. (2017). Membership Marketing – Why It’s Crucial For Your Association. Retrieved from Sbims.com: https://sbims.com/membership-marketing-crucial-association/
Simplicable. (2018). 19 Examples of Competitive Position. Retrieved from Simplicable.com: https://simplicable.com/new/competitive-position
State Records . (2018). Monitoring and Reviewing. Retrieved from https://government.archives.sa.gov.au/content/monitoring-and-reviewing
The State of Queensland . (2018). The 7 Ps of marketing. Retrieved from www.business.qld.gov.au: https://www.business.qld.gov.au/running-business/marketing-sales/marketing-promotion/marketing-basics/seven-ps-marketing
Typepad. (2011). 6 P’s Of Marketing – What Should Be Included? Retrieved from businesscoaching.typepad.com: https://businesscoaching.typepad.com/small_business_marketing/2011/08/6-ps-of-marketing-what-should-be-included.html
University of Oklahoma . (2018). Positive Learning Climates KnowledgeBase. Retrieved from www.c3ta.org: https://www.c3ta.org/knowledgebases/Positive_Learning_Climates/3_3_4/identify-non-financial-resources.html
Win Marketing. (2018). marketing objectives – where do you want to be? Retrieved from https://www.winmarketing.co.uk/marketing-strategy/marketing-objectives/
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