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Ideal Marketing Mix for Beyonc - Research Proposal Example

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The paper “Ideal Marketing Mix for Beyoncé” argues if the target audience of Beyoncé’s music hits is mainly women, the Beyoncé perfume brand is aimed not only at females but also at males, which means that the marketing mix of this product should be restructured and include the male segment. 
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Ideal Marketing Mix for Beyonc
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Download file to see previous pages Beyoncé is considered to be the next big thing in the global music industry, with expectations of her to parallel the heights that had been reached by great artists like Michael Jackson, because of Beyoncé's knack for total entertainment through her vocal prowess and her hot dance moves and strong stage presence. However, to cater to the female segment limits her reach as a brand as well as the potential for sales.
Therefore, the recommended target market includes a wider one, where the male audiences will not be alienated. This change in the target market requires Beyoncé to change her positioning from just speaking from the point of view of women, to 'talking to men from the point of view of women.' The messages of her music are usually not only applicable to women, but also to their male partners. This is the basis for the changes in the marketing mix which includes the addition to the product line, the additional provisions for pricing strategy, changes in distribution channels, as well as changes in the message strategy and promotions mix. These changes are significant as the differences in buying behavior between males and females, especially when choosing an artist or music to listen to are huge and should be considered in modifying the marketing mix.
The current product is Beyoncé as an artist.  As a core product,  Beyoncé provides her audience or consumers the entertainment that is associated with her musical acts, the combination of her strong vocal prowess and singing style together with her powerful choreography – a set of attributes that is unique to the artist, and is only paralleled by some of the greatest artist in the global music industry (SME 2010).  Beyoncé provides these core benefits to her audiences through the actual products – her music that comes in digital and CD form, her music videos that come in digital form (SME 2010).  Beyoncé's augmented products include her performances of these actual products in the form of concerts and tours, as well as items that extend her persona as a public figure such as her perfume –  Beyoncé's Heat (Bandit.Fm 2010), as well as her clothing line which is the House of Dereon (SME 2010). In this case, the product, being Beyoncé as the artist is in the maturity stage – she is not a budding artist but an established one in the industry, not only grossing in terms of sale, but she has also garnered multiple awards from respected award-giving bodies such as the Grammy's. ...Download file to see next pages Read More
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