Gibson Brands, Inc. Advertising Goal: Client: Key Facts Product
Total Page：16
File Type：pdf, Size：1020Kb
Strategic Message Planner: Gibson Brands, Inc. Advertising Goal: To bring awareness to the limited runs of Gibson’s Dove Custom Acacia guitar and reassure consumers of the top quality of Gibson and make it the preferred guitar brand among consumers. Client: Key Facts • In 1902 Gibson Mandolin and Guitar Co., Ltd was established in Kalamazoo Michigan. • “Gibson USA” was built in 1974 in Nashville, Tennessee, specifically for the production of Gibson’s Les Paul guitars. • Gibson world headquarters moved to Nashville in 1984 with the closing of the Kalamazoo plant. • Gibson has a factory dedicated to acoustic guitar production located Bozeman, Montana • Henry Juszkiewicz and David Berryman rescued the financially troubled company in 1986 and they restored Gibson’s reputation and profitability. • Gibson is the only company to establish industry-standard models in every major fretted instrument style: acoustic guitar (flat top and arch top), electric guitar (hollowbody, semi-hollowbody and solid body) and the Earl Scruggs banjo • Gibson owns other manufacturers such as: Epiphone, Hamilton, and KRK Systems Product: Key features What is the product? • Dove Custom Acacia guitar is a top competitor in the musical industry • Acoustic guitar • The Dove design was introduced in 1962 • Gibson Dove design was later changed based on the 1969 custom Dove that Elvis used in the early 1970’s • Pricing currently starts at $3,999 What is the purpose of the product? • Designed for supporting vocals • Offers tonal nuances and clear, balanced tone provided by acacia back and sides • Provides great rhythm capabilities and tonal qualities. What is the product made of? • The body of Dove Custom Acacia is made with Sitka Spruce and Acacia wood, glued with Franklin Titebond 50 • The neck of Dove Custom Acacia is made with Maple wood and the fingerboard is made with Rosewood • Hand sprayed with Amberburst finish and light unitone finish on back and sides • Truss rod cover Who and what made the product? • The Gibson Dove first made its appearance in 1962 in Kalamazoo, Michigan • The Gibson Dove is manufactured in the acoustic guitar factory in Bozeman, Montana Target Audience: Demographics and Psychographics The target audience of this ad would be geared towards male and female musicians/singers ages 22 and older that are looking for a high quality, smooth acoustic sound that compliments their vocals. This audience typically has at least 3 to 5 years of acoustic guitar experience, is educated in Gibson products. The average age of the target audience is 28 and college graduates. The Gibson Dove typically appeals to middle to upper class workers as well as people who work in the music industry. Potential owners of The Gibson Dove typically have a median income of $45,000. The Gibson guitar player is the player who likes a vintage, old-fashioned sound. Given their reputation for the use high quality materials in making their guitars and the amount of celebrity musicians that use their guitars, Gibson can afford to charge more, so the target audience understands why Gibson guitars are expensive. This audience is willing to invest in this product because they know the quality they are paying for and are aware of the reputation that Gibson holds in the music industry. However, they may wonder if this particular guitar is worth the price. Product Benefits • Playing feel: fingerboard edge is softened to comfortably fit the contour of the player’s hand • Utilizes state-of-the-art German engineered Plek technology to create the finest playing surface possible. Hand finished for the world’s finest feel and playability. • Fingerboard and bridge: new penetrating and finishing oils last longer and maximizes woods natural vibrancy. • The flat top body style gives the Gibson Dove a richer timbre than other body styles • The Dove’s solid acacia back and sides offer clear, balanced tone • Amberburst finish and light unitone finish on the back and sides allow for the grain acacia to be displayed • Custom design offers a bold and unique look • One of the most high-quality made guitars in the industry Direct Competitors and Brand Images Direct competitors are other well-known musical instrument manufacturers: • Fender Musical Instruments Corporation: The target audience is aware of Fender’s reputation as good quality acoustic guitars that are half of the cost of Gibson guitars, and have considered buying a Fender product over Gibson. However, members of the target audience either have family members who own a Gibson that has been passed down for generations, or they own one themselves, so their brand loyalty will play a major role because of the emotional connection they have towards Gibson products. • Yamaha Corporation: The target audience knows the importance of Yamaha in the guitar world, but views the brand as the backburner of experienced guitar players. This audience believes Yamaha guitars are the perfect choice for beginners, but would rather buy something more unique for themselves. • C F Martin & Co Inc. Company: The target audience knows the prestigious reputation of acoustic guitars made by Martin and they know collectors praise them. They may also hope to own a collectable Martin for themselves one day. However, the price of Martin guitars is even out of reach for this audience. Indirect Competitors and Brand Images • Pre-owned Gibson Dove guitars: The target audience may not want to spend $3,999 on a new guitar when they can purchase a used one for half of the cost. However, a pre-owned guitar could have damage and it would not have the same quality sound and feel as a new guitar would. This could cause the consumer to have a negative opinion of Gibson products, which would hurt their reputation. • The Gibson Hummingbird: The target audience may have trouble deciding between the Dove and the Hummingbird because of their similarity. However, the Dove has a bigger, bolder, and louder sound while the Bird is a very mid-focused guitar with a light, warm, complex sound. The Dove’s powerful sound makes it the perfect guitar for vocalist. • Sierra Guitars: The target audience may look to other cheaper, “off-brand” guitar companies to purchase their instrument. Although Sierras’ price ranges from $200 to $450, which is considerably cheaper than Gibson, and there is a reason that price is so low. Sierra guitars are not made with the same high-quality materials. The target audience is looking for a well-made, bold sounding guitar that will compliment their vocals, and they will not get that from a Sierra guitar. Product Brand Image • Current brand image: The target audience believes that the Dove is a high quality made guitar, but wonder if a cheaper brand would provide quality that is just as good. • Desired brand image: Gibson guitars are the number one brand choice that will offer you the highest quality sound that will last a lifetime. • Brand image challenge: The target audience isn’t completely aware of the reason why the Dove Custom Acacia is more expensive than other similar products, they need to be educated on this specific guitar and how its sound flatters their vocals more than others. Strategic Message: The Promise The Gibson Dove Custom Acacia guitar is made with high quality materials and will compliment any vocalist with the best possible sound. Supporting evidence: The Proof • Gibson Brands Inc. has been in business for 115 years. • Famous musician; such as Justin Bieber, Sheryl Crow, Miranda Lambert, and Neil Young are owners of Gibson Dove acoustic guitars and actively use them. • Guitars with acacia wood are widely known in the music industry for having a more crisp and clear tone over the finest rosewood, but with all the warmth, thick tone, and airiness that mahogany wood possesses. .