Free Essay

Madonna

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Submitted By jenny92
Words 499
Pages 2
Issues:
-Why has she experienced sustained success over the past two decades?
- What might threaten the sustainability of her success?

Madonnas competitors: lady gaga, nicki minaj, kylie minogue, Britney spears, beyonce
Her success can be broken down into three strategic business units; music, films and children's books. Madonna has always known which audience she is targeting. Her initial style was targeted at young 'wannabe' girls. This was given credibility by Macy's store producing a Madonna look-alike clothing range. A year later Madonna changed her image which allowed her to develop the current market as well as penetrate new areas. (Ansoff's Matrix) This time she was targeting a more grown up audience.

Madonna's strategy is based on differentiation. She is more than just a singer, she is an image. Her product is better than her competitors. It stands out above the rest as superior. This strategy of differentiation is pursued by courting controversy but staying marketable enough. This was demonstrated in the 1989 video 'Like a Prayer' where, as a red-dressed 'sinner', she kissed a black saint. At this time Madonna struck a deal with Time-Warner that created her record company Maverick worth £33m. This allowed her to take full control of her image.

The success of the differentiation approach is likely to be dependent on two key factors;> Identifying and understanding the strategic customer> Identifying Key competitors Madonna cleverly, marketed herself in a way that she appealed to a wide audience. She appealed to young girls because of the music and she maintained her original fan base by moving with the times and demonstrating a strong, independent character. She understood the critical success factors. In 1996 Madonna evolved her strategic direction further by penetrating new markets and therefore a new customer base (Ansoff's Matrix) when she played the lead role in the film Evita. She managed to shake off the 'Erotica' image and pull off the saint-like persona of Eva Peron. This change in image resulted in Max Factor signing her up to front its relaunch campaign that was styled around a glamour theme,

Madonna keep changing her persona and style in order to target different group of target segments from children to mother age and even gay-icon audience, etc . Madonna had took part in different ad campaign such as GAP and Max factor in order to differentiate her image and target different kind of people

Madonna tried to differentiate its music by teemed up with techno pioneer William Orbit to produce album, this first mover advantage makes Madonna differentiate with other pop stars and gain huge success. Also, she was doing cross-marketing the album image with D&G in its men’s fashion shows in order to become the dance-pop crown. The strategy followed by Madonna leads other pop stars find it difficult to imitate or follow her chameleon-like ability and therefore Madonna benefits from it such as album sales, revenue, different cohort of fans and sponsors.

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