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The Beatles, an English rock band formed in Liverpool in 1960, went on to become one of the most commercially successful and critically acclaimed acts in the history of popular music. The group's best-known line up consisted of John Lennon (rhythm guitar/vocals), Paul McCartney (bass guitar/vocals), George Harrison (lead guitar/vocals), and Ringo Starr (drums/vocals).

• The Beatles are the best-selling band in history, with EMI Records estimating sales of over one billion units.• They have had more number-one albums on the British charts

and sold more singles in the UK than any other act.

Introduction

CompanyApple Corps Ltd is a multi-armed multimedia corporation founded in London in January 1968 by the members of The Beatles

Music Merchandise Video Game

Retro marketing is about using nostalgia for the past to make a modern product attractive.

Retro Marketing

The marketing campaign of “The Beatles” stresses aggressively on the concept.

Retro Marketing:The Beatles

MusicMusic industry is in a period of dramatic change. Due to technology of the internet, the audience for recorded music is fast-expanding across the world.

• Estimated Size – US$ 5.2 billion • Annual growth rate of 8%• 2 main consumption models – access and ownership• Digital music retailers present in 58 countries• India, for example, has more than 40 million smartphone users• Removal of more than 15 million infringing links in 2011• 500 legitimate music services worldwide, 20 million tracks

Music

Pre-Purchase Purchase

Post-Purchase

Consumer buying behaviour in a traditional sense, i.e. in physical stores is similar in multiple ways with online consumer buying behaviour.

Pre-PurchaseThere are two applicable need types concerning online music buying.Psychogenic – The process of becoming the member of a cultureHedonic – Value derived from shopping enjoyment

External Environment

• Socio-Cultural• Economic

Demographics

• Age/Gender• Education/Income

Attitude

• Trust/Risk• Store/Channel

Personal Characteristics

• Internet know-how• Need specificity

Product Characteristics

• Quality• Variety

Website Quality

• Hygiene factors• Cognitive Outcome

PurchaseThe willingness to buy depends on the perceived value, which consists of sacrifice made concerning price and perceived quality related to price.

Web experience

Usability

• Info Architecture• Navigation

Aesthetics

• Design Elements• Presentation

Trust

• Data Use/Misuse• Transaction Security

Playfulness

• Engaging Users• Multiple Choices

Interactivity

• Customer Service• Customization

Marketing Mix

• Communication• Promotion

PurchaseMost commonly cited reason for online shopping have been price and convenience. Additionally customers are able to find a lot of information in order to ensure getting added value to price paid.

Usability Aesthetics Trust Playfulness

Interactivity Marketing Mix

Web experience Price

Post-PurchaseIf customer expectations are met, customers have a tendency to achieve a high satisfaction degree and this in return positively influences online shopping attitudes, intentions, decisions and purchasing activity.

Perceived Value

• Speed• Accessibility• Easy to use• Updated info

Repurchase Propensity

• Loyalty• Cost

effectiveness• Trustworthiness

Word of Mouth

• Recommend• Influence

Merchandise The band's first fan club emerged in 1961 and through 1969 provided member-exclusive merchandise, such as Christmas records. Beatlemania established an enduring brand. In 1964 alone $50 million in merchandise was sold. As long as there are baby boomers to buy T-shirts, CDs, DVDs, tickets to Vegas shows, etc., the brand will live on.

SurveyAn online survey (70 respondents) on purchasing behaviour of the merchandise depicted the following results.

33%

42%

8%

17%

Band association of people who own Beatles merchandise

Beatlemaniac

Just as much as another band

Beatles Who

Listen to it Sometimes

58%

42%

Percentage of music buyers among merchandise owners

YesNo

SurveyThe results for merchandise composition and reasons for purchase are as follows

25%

42%

17%

8%8%

Merchandise distribution

PostersT-ShirtsPin BadgesCapsZippo Lighter

42%

50%

8%

Reasons for purchasing merchandise

I just liked it, period!I wanted a Beatle memorabiliaGifted

Music

Love

r

Beatle Fa

n

Design &

Look

Peer Influence

01234

Motivation behind purchase33%

42%

25%

Other band merchandise

PlentyHardly anyNope, nothing

SurveyThe motivation behind purchase of “The Beatles” merchandise.

Rock BandThe Beatles: Rock Band marks the first time that Apple Corps, along with EMI Music, Sony/ATV Music Publishing, Harrisongs Ltd and Startling Music Ltd has presented The Beatles music in an interactive video game format. The Beatles: Rock Band is published by MTV Games and developed by Harmonix and Electronic Arts Inc. serves as distribution partner for the game.

Industry Highlights• There are over 2,000 new games created every year • Industry size is $13.5 billion-dollar

Today’s gamers include women, parents, and even senior citizens who enjoy playing puzzle games, arcade games, and sports games.

Marketing Strategy

Creative Campaigns

Teaser Campaigns

Television

Social MediaWebsite

Radio

Experimental Marketing

•Launch Date 09/09/09

•Blended archived Beatles footage

Creative Campaigns

•Cinematic trailers of game visuals

•Cover stories in Rolling Stone, Entertainment Weekly

Teaser Campaigns

•“Abbey Road” commercial on all Viacom cable network

•Spots on MTV, VH1, BET, CMT, Pogo & Nickelodeon

Television

•Extensive use of Facebook, Twitter and Flickr

•Regular updates on RSS and other blogs

Social Media

•Music section contains write up on tracks

•List of top 5 gamers everyday

Website

•Several hours of airtime on 100 radio channels

•Listener’s vote on “Your Top 97 Beatles Songs”

Radio

•Rock Band Bar Nights at local bars

•Online application searchable by ZIP code

Experiential Marketing

ConclusionOne of the things that does separate “The Beatles” from other bands is they really were a walking trademark.Almost 30 years gone the brand “The Beatles” is as relevant as ever.The Beatles 1 CD, released in 2000, has sold over 30 million units worldwide.30 years after the band broke up.Most bands never sell 30 million CDs in their entire career.

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