MADONNA 21

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MADONNA 21 Powered By Docstoc
					   Madonna
Still the reigning queen of pop?




                             Lilyana Boneva
                             Marija Uzunova
      Today we’ll present:


–   A brief career timeline
–   An overview of competences
–   Strategic routes
–   Sustainability
     Induction featurette
• http://www.youtube.com/watch?v=w
  FpJ5Z1yOQA
Who’s that Madonna?
          B
A

               C

           E

D
C E B D A
The early years




      Punk-pop image

      Notable performance
      at the 1984 MTV VMAs

      Prominently featured on MTV
The glam years




      Marilyn Monroe retro look

      Saint vs. sinner

      A taste for controversy:
      Sex and religion
The 90’s




   High-fashion look

   Target: gay club scene
   and emancipated women

   Critical acclaim for her role
   in Evita
The spiritual turn & motherhood




                Kaballah conversion

                Mature image
                Broad target audience

                Been-there-done-that
The downfall & coming full circle




                 All time low in 2003

                 Publication of English Roses

                 The return to disco and
                 other endeavors
Now for some numbers…
       Studio album sales
         Copies sold (in millions)
  30

  25

  20

  15

  10

   5

   0
And some more numbers…
         Tour sales
         Gross sales from…
   300

   250

   200

   150

   100

    50

     0
 Competences for competitive
        advantage
• Threshold capabilities / resources
            Voice and looks
            Dancing and style
            Sex appeal
            Skilled support
            Scandal management

• Core competences / unique resources
            Versatility
            The brand Madonna
         Question 1:
Describe and explain the strategy
 being followed by Madonna in terms
 of the explanation of competitive
 strategy given in Chapter 6.
 Madonna’s strategy 1893-2010
• Route 1: No frills
• Route 4: Differentiation
• Route 5: Focused differentiation
     No frills strategy (1983)
• Low price/Low added value
• An opportunity for a new entrant to
  carve out a niche or to use Route 1 as
  a bridgehead to build volume before
  moving to other strategies”
Differentiation strategy (1984)
• “Providing products/services that offer
  benefits different from those of
  competitors and widely valued by
  buyers”

• “Blue ocean strategy” – searching for or
  creating wide open spaces, free from
  existing competition”, fill “strategic gaps
  in the market, opportunities that are not
  being fully exploited by competitors”
Focused differentiation (1985 - )
• “High perceived benefits justifying a
  sustained price premium usually to a
  selected market segment”

• Premium products, heavily branded

• Difficult to imitate
           Question 2:
Why has she experienced sustained
 success over the past 2 decades?
   Bases for sustained success

1. Vision: “to rule the world”
2. Deep understanding of customers and
   industry: MTV co-specialization, club tests, politics/religion
3. Leveraging competences and
   addressing weaknesses: crew
4. Consistent implementation: the brand - CA
5. Continuous renewal: innovation and flexibility –
    difficult to imitate
            Question 3:
• What might threaten the sustainability
  of her success?

				
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posted:11/6/2012
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