Thomas Music

MKTG 1100 Marketing Management and Implementation

Retail Store Analysis
Group
Members
Heena Sharma s3316566
Jenny Macpherson s9704095
Joe Looker s3336006
John J. Rios s3247080
Leonardo Jimenez s3314910
Sarvagya Wahi s3320141
 Store
Background

Music Since 1922

Store Background
• Thomas' Music started life as a music instruments shop, back in 1922

• Relocated in 1994 to 31 Bourke Street – current location

• Store’s building was originally built as the first State Savings Bank of
Victoria in 1902

• Australiana Art Deco has been painstakingly restored

• Sells CDs, DVDs and Blu-Ray discs with a particular interest in

Classical Music, Opera, Jazz and Ballet
 Store
Current Operation

Unique Benefits
Location

• Thomas’ Music is
conveniently located in the
heart of Melbourne’s CBD
at the Parliament House
end of Bourke Street.

• Address, 31 Bourke St
Staff

• Artistic Background
• Friendly
• Knowledgeable
• Experienced
Online Retail

• Browse Catalogue
• Shop online
• Contact Staff
 Segmentation

Segmentation of Classical Music Consumers

 Educated Classical
Audience
- High % male
- Mid 40’s
- Retired
Demographics - Household income over
$75,000
Most knowledgeable about
Socio-Economic classical music of all
segments
Most inclined to subscribe &
actively organize cultural
Psycho-graphic activities for their friends.
- High consumption levels of
all types of live classical
product
- Very acquisitive about
Behavioural cultural activities
-They would go more often
with some price and
convenience inducements
Geographic - Live in ‘well-to-do’ suburbs
- Close to private schools and
boutique stores
Aspiring Classical Rare Young
Casual Listeners
Enthusiasts Listeners
- Mid 40s, married  & - Late 30s
- Early 40ys
employed with children - Married with children
- Have children at home
- May be single, divorced
at home at home
- Above average - Average education &
or widowed
education & income above average income
Not very knowledgeable
Curious about classical about classical music, nor Unsophisticated classical
music do they want to learn music consumers
more
Always looking for Mostly they love
A very narrow but keen
cultural activities to do Broadway musicals, but
interest in special holiday
and aspire to a higher their interests do transfer
concerts and
level of involvement with to the traditional arts
family programs.
classical music. disciplines.
- Likely to be looking for
Need to be convinced to arts and cultural activities
go and identify to do on a regular basis, It takes a special occasion
numerous decision and are organizers of to get them out.
factors of high cultural outings Otherwise, they are more
importance, including - They're likely to select likely to attend musicals,
convenience of parking, programs based on the plays and jazz concerts.
safety concerns, etc. artists and specific pieces
to be performed
- Live in rural areas or
outer suburbs and don’t
- Live in middle class - Live in middle class
have access to live
suburbs suburbs
professional classical
product
Target Market

Description
Target Market

Educated Classical Audience are the current targeted market

segment as they provide the most opportunities in terms of store
earnings and growth.  The characteristics that make them the
ideal segments to target are described as follows;
Educated Classical Audience
• 2005-06 ABS attendance rates state the 55-64 and 45-54 year age groups have the highest
attendance rates for classical music concerts with 13% and 12% respectively

• Popular music concerts and classical music concerts were the events most likely to attract
multiple visits within a 12-month period (65% and 58% respectively)

• Their above average income allows them to have a high consumption level of many types of
classical products
• Being retired provides them with the time to look for information about cultural activities and
subscribe to various cultural programs

• Are regularly inviting friends to organised cultural activities

• This audience are likely to have high quality stereo sound systems to further enhance the
music listening experience.
Competitors

Comparison
Competitors

URL Location Focus Music Genre

www.shop.abc.net.au Classic, Contemporary,

ABC Shop Sydney, NSW
Country & Opera

Buywell Classic www.buywell.com Canberra, ACT Classical & Jazz

Music

www.classicsdirect.com
Classic Direct Sydney, NSW Classical, Pop & Jazz

www.fishfinemusic.com.au
Fish Fine Music Sydney, NSW Classical & Jazz

www.wesleyclassics.com.au Perth, WA Classical

Wesley Classics
Positioning

Strategy
Perceptual Map
Future Strategies

Strategy and Marketing Mix

Future Strategies

• Be the first ones to aggressively target the 'Rare Young

Listeners’ segment of the market

• New strategies for the 'older age cohort'

Recommendations
Recommendations for capturing younger audience

• Music education in schools

• Social Media & 'Connectedness’
• Classical Music 'Ambassadors’
• Alternative performance venues
• A UK program called Culturebank gives every school-child entry to say 3
cultural events per year. Propose the same to Commonwealth or state
governments.
• Discounted tickets for events
• Soften the traditional formal presentation of classical music as it deters
potential audience members
 Good Luck In The Exam

WHEN 08 JUN 2011 WedTIME 13:45:00 - 16:00:00DURATION 2:15 Hours

THANK YOU FOR YOUR ATTENTION