Company: Vix Records: "Something for Everyone?"
Topics to consider: Packaging, Versioning, New product launch, Innovation
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.
Strategy Issues:
What are the pros and cons to 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?