Fender Musical Instruments Corporation: ?Marketing Strategies and Planning

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Marketing Strategies & Planning

Existing company: Fender (Fender Musical Instruments Corporation)

Fender is an American manufacturer of stringed instruments and amplifiers based out of Scottsdale, Arizona. The privately held company was founded by Clarence Leonidas “Leo” Fender in Clifornia in 1946. The company specializes in solid body electric guitars such as the Stratocaster and Telecaster, and solid body electric bass guitars such as the Precision and Jazz models. Fender instruments are widely considered to be the standard to which most other electric guitars are measured.
As marketing manager, I have been asked to develop a brand extension within Fender, in this case, we have decided to move into percussion
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Our seven piece kit is being sold at the same price as those offered by Pearl and Tama, while our eight piece kit is $100 cheaper than Tama’s eight piece kit. Ours is $50 more expensive than Pearl’s eight piece kit; however we feel our product to be vastly superior to theirs, and therefore do not anticipate this slight difference as being problematic. We will also be offering out 100 kits initially to established artists as endorsements. These kits will be distributed, free of charge, to 42 pre-selected musicians, in the hope that by being used by these artists, other musicians who are influenced by these drummers will be eager to also purchase a kit.


Our products will all contain the following:

14 x 6.5 snare drum
22 x 18 bass drum
18 x 16 floor tom tom
16 x 16 floor tom tom
14 x 14 tom tom
14 x 12 tom tom
Fender kick pedal

In addition, our seven piece will contain a 13 x 10 tom tom and our eight piece will include a 20 x 16 bass drum. We will offer a range of spin off products which can be attached onto each kit, including a cowbell, tambourine and jam block. Each kit will be available in three colors (red, green and black) and will be sold with safety casing as an additional extra. They will be branded with the Fender logo on the top right portion of the front of the bass drum.

Our products will vary to competitors’ products in many ways. Our drums are different sizes, therefore giving out a slightly different tone and sound.

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