Saving_B-a-C-H

1. As I read on its website (www.bach.ru), one of the distinctive characters of the B-A-C-H Chamber Orchestra is that the orchestra performers music of non - academicals genres, for example: jazz, country and especially rock music, as Yekaterinburg and St. Petersburg are considered to be the main centers of rock music in Russia. They also have new products performing different kinds of music such as Queen, The Beatles, Tango music, and Classics for Children. Even the larger chamber orchestras of St. Petersburg and Moscow have no similar programs. As stated also, what makes B-A-C-H attractive abroad is the quality of its performance and breadth of its repertoire. I can see the repertoire comes from great and very famous masterpieces of world classics, from Handel, Bach, Mozart, and others. In general, this orchestra is an organization which contains of national arts and cultural assets representing the nation in the international world stage. Then, in my opinion, as B-A-C-H has many distinctive characters, it does constitute as a brand. Many assume that a brand is mostly represented by a visual design, a logo, corporate identity, or also slogan, while actually they are considered as a trademark. I think the point is the differentiation, up to where the product or services is able to build a special image, unique, and different in the consumer society. Also the definition of a brand according to Kotler, Armstrong (2001: 375), brand is a name, term, sign, symbol or design, or a combination of all of these are intended to identify products or services of one seller or group and differentiate it from competitors' products. B-A-C-H is a brand name which consists of letters or words that can be read word. Also as stated, the name B-A-C-H is recognized now, not only because of the composer but also from what Irina learned about brands. 2. According to Kotler, the market segmentation can be defined by different descriptive characteristics which examine whether customers in each segment exhibit different needs and responses towards the performances. - Geographic. As this segmentation divides markets into different geographical areas, the characteristics in each different countries are different. Since 1990 the orchestra has had concert tours in France, Spain, Bulgaria, Mexico, Taiwan, and many others. Here for example, the people of Germany has more interest to attend to a classical music performance compared to Italy. Also they have to consider about the population density whether a region is often classified as urban, suburban, or rural. Urban population is most likely to be the real listeners of classical music, as most concert is held in a big city and a city which contain of higher income people. - Demographic segmentation studies about the populations. The population can be divided into age, gender, and income amongst other variables. With age, adults are the most potential audience to attend any orchestra's festival. B-A-C-H, however, can target children between 8-15 years old to attend its new performance called "Classics for Children". The toddler age (13-23) might be best targeted for their performance which brings pop or rock music without sacrificing the classics. With gender, men and women have different attitudes toward classical music. Mostly, women has higher taste and knowledge about opera and classical music compared to men. Income is pretty much related with the social class variables. Orchestra concert or event is considered to have a high ticket price. Therefore, people with upper income and social class is the most potential consumer of attending this kind of concert. Middle income people who are really into classical music may also be potential. They are all considered as professional listeners. - Psychographic. This type of segmentation divides the market into groups according to the customers’ lifestyles. There are different people with different interests: - Classical music lovers who have a deep relationship with orchestra. This segment has the highest percentage of women or for example retirees as well where they have less activities to do and prefer attending such concerts. - Casual listeners who generally are knowledgable about orchestra but they have less interest than those real classical music lovers do. They have high-income, they sometimes buy tickets but are more likely to attend if someone invites them. - There are also audience members who are highly knowledgeable and involved with classical music, but they less likely to attend to this orchestra show. They probably only listen at home or in the car,. Some of them may be willing to buy the ticket but not to spurchase ticket subscriptions. - There are also people who are less knowledgable and less interested in classical music. - Behavioralistic segmentation will talk much about loyalty consumers, those who listen this kind of music all or most of the time, or I can say they are valuable consumers. 3. Irina, as the foreign relation person of B-A-C-H Orchestra, has tasks which are to manage and create an international marketing campaign. Strategies to handle foreign competition at home is doing the marketing. The scope of marketing mix are: • Product: The critical success factor is the reguler exchange of artists and conductors between B-A-C-H and Western orchestras that brings additional experience to the performers. By having different artists and conductors, their performance will seem to be more various so then audiences also will not get bored. About producing CDs, Irina has to manage the price of those CDs with its promotion through website and other advertisements. • Price: Irina has to set the price according to the current economy's situation. In that case mentioned that the economy is stable so that she should set higher ticket price. But when they face hard times, it would be better for example to offer discount tickets. In hard times, people need to go to that concert, as its mission says, where they can experience relief from the stress of their lives by bringing them into the world of the finest human experiences. Anyway, as Irina hope the musician will be well paid, so it is better to make the ticket price a little higher but still reasonable. • Place: It is about finding better place to hold an event. Foreign competition can be faced by holding a concert or festival in places of Ekaterinburg which has a strong cultural area. • Promotion strategy is to set up website. They have to employ a person who can regularly update the website itself since having an internet marketing is a good way to reach better relationship with customers even in around 2004 where internet was not as famous as today. It is better to design an attractive website but in a simple way which contains of context, content, community, customization, communication, connection, commerce. (Kotler). They have to figure out what are the various ways that can be advertised, such as their music festivals and other events. Also they should think how do they choose the right sites for placing their ads or sponsorship. Another promotion is to give several free tickets of every concert performed in Ekaterinburg for the sponsors. As Ekaterinburg is well-known of its mining companies, Irina should try to promote and cooperate with those companies. • People: The orchestra itself might get revenues from ticket sales and both individual and corporate donations. It is mentioned that Irina had tried to organize "meet the artists" buffets after the concert in foreign cities and they really are appreciated. Irina can do this kind of social event also at home, so that more audiences will get excited. In order to increase the revenues, the orchestra can manage how much is the ticket price for this meet and greet event, of course with the proper amount and the proper target market. • Process: This step of marketing is when the performers can bring the audiences an enjoyable time to listen to their beautiful symphony. In order to achieve tha, Irina has to make sure that the performers's orientation is simply to create the enjoyment both for the musicians themselves and mainly to the audiences. • Physical evidence can be shown by having a nice and beautiful place where to hold a concert. It includes a clean area, big hall, and recommended region.