Product
Digipak
Target Consumer
Our product is mainly targeted at both boys and girls between the ages of 15-25 (mainly ethnically black due to the genre). I believe it would target mainly females as the song is about female independence. However this contradicts the idea of female dancers and what they're wearing etc in the video which is an advantage as it will also target the male audience.
Unique Selling Point
I believe that our unique selling point of our product is that it's in black and white. This allows the video to be 'stable' and show equality with all the cast especially in the video with different females and males. Although my initial idea was to have colour edits in order to make the video more watchable, having the video in just black and white shows a good consistency throughout.
Attention/awareness
I have created an advert to advertise my digipak to my consumer audience. As my target market is aimed at females ages 15-25, I will promote our product through posters (in schools/colleges/universities), add a promotion section on rave handouts/leaflets, social networking sites such as Facebook, Twitter and MySpace.
Interests
As mentioned above, my digipak will not contain explicit images/context which will then create a positive visual impact to the audience. I'm looking to make my digipak stand out from the others through a black and white colour scheme with colour edits (selected areas of the artist, i.e. the lips in colour).
Desire
I would sell the product fairly cheap and affordable until popularity increases which then the price will increase. The theme of the song; Female independence, would have a positive respond to yound individual females as they can relate to the song (increasing popularity, therefore increasing promotion through word of mouth, then sales increase = better profit).
Action
In relation to the attention/awareness needed from above, we would promote our artist through popular gigs and raves under the influence of dancehall/reggae/bashment and hip hop. This will include flyers advertising the gigs/raves (featuring our artist as a guest performer) as this will increase popularity and awareness of our artist.
Price
The average price Cd's are sold for these are range from £7.99 - £12.99. The price mainly depends on the artist (on their popularity). By asking 50 males and 50 females 'How much would you buy this CD for?' Hopefully the result is positive and the price is above average (more profit). This method is called 'Penetration Pricing'. This is when the price starts off fairly low and one recognised in the market we could the increase the price.
Place/Locations
Where we sell our product is essential as it determines were our target audience is located. For example, it would be sold through music stores such as HMV which is a popular well known music store. Supermarkets would be useful as well as it broadens accessabilty of buying the product. Distrubuting our product through online stores such as Amazon and iTunes will also increase awareness/access to buy it.
Promotion
Buy using cross-media coverage, our product is promoted through different media and broadens our promotion. Promoting our product through television and internet adverts will again increase audience awareness.
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