Case: In an attempt to target additional markets we are considering a massive repackaging program. Compilations and movie soundtracks are more often than not outselling the bulk of our mid-level artist-based records and downloadable singles are killing our CD sales. We are planning to do an ethnicity-based series, age-based series, and geographic series. What are the pros and cons of this new branch of our overall marketing plan?
• What issues arise from this kind of segmentation?
• How would we manage conflict with artists?
• How can we deploy this program cost-effectively?
• Will this further hinder our artist's record sales or boost them?