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MOHAMAD FARIDZ HUSAINI BIN HASSAN 1081105671 DESIGN PROJECT 1, MEDIA INNOVATION
TABLE OF CONTENTS
CHAPTER 1 - PROJECT OVERVIEW 1.1 - INTRODUCTION 1.2 - PROBLEM STATEMENT AND ISSUES 1.3 - OBJECTIVES AND AIMS CHAPTER 2 - PROJECT PROFILE 2.1 - PRODUCT 2.2 - PRODUCT CLASSIFICATION 2.3 - PRODUCT CHARACTERISTICS 2.4 - PRODUCT RANGE 2.5 - DISTRIBUTION 2.6 - PRODUCT LIFE CYCLE 2.7 - THE BRAND 2.8 - BRAND IMAGE AND IMPLICATION 2.9 - STRENGTH AND WEAKNESSS 2.10 - ADVANTAGES AND DISADVANTAGES 2.11 - UNIQUE SELLING PROPORTION 2.12 - PROMOTIONAL HISTORY AND ADVERTISING SCHEDULE 2.13 - POSITIONING STATEMENT CHAPTER 3 - THE COMPANY 3.1 - COMPANY OVERVIEW 3.2 - BUSINESS DESCRIPTION 3.3 - COMPANY HISTORY 3.4 - KEY PEOPLE 3.5 - LOCATION AND SUBSIDIARIES 3.6 - BRANDS, MAJOR PRODUCTS AND SERVICES 3.7 - CORPORATE VISION 3.8 - CORPORATE MISSION 3.9 - COMPANYS CURRENT PROMOTIONAL STRATEGY 3.10 - PRODUCT SALES HISTORY 3.11 - CURRENT MARKETING OBJECTIVE 3.12 - MEDIA EXPENDITURE CHAPTER 4 - CONSUMER AND STAKEHOLDERS 4.1 - CURRENT CONSUMERS CHARACTERISTICS 4.1.1 - DEMOGRAPHICS 4.1.2 - PSYCHOGRAPHICS 4.2 - STAKEHOLDERS CHARACTERISTICS - 25 - 25 - 25 - 26 - 17 - 17 - 18 - 20 - 21 - 22 - 22 - 22 - 22 - 22 - 23 - 23 -4 -5 -5 -6 - 10 - 10 - 11 - 12 - 12 - 13 - 13 - 14 - 15 -1 -2 -3
TABLE OF CONTENTS
CHAPTER 5 - INDUSTRY AND MARKETPLACE 5.1 - THE INDUSTRY 5.1.1 - DEFINITION OF THE INDUSTRY 5.1.2 - SHAPE OF THE INDUSTRY 5.1.3 - DEVELOPMENT OF THE INDUSTRY 5.2 - THE MARKET PLACE 5.2.1 - CURRENT CONDITION OF THE MARKET PLACE 5.2.2 - CHANGES IN MARKETPLACE CHAPTER 6 - COMPETITIVE SITUATION 6.1 - DIRECT COMPETITORS 6.2 - INDIRECT COMPETITORS CHAPTER 7 - SWOT ANALYSIS 7.1 - STRENGTH 7.2 - WEAKNESS 7.3 - OPPORTUNITY 7.4 - THREATS CHAPTER 8 - STRATEGIC TARGET AUDIENCE 8.1 - PROPOSED PRIMARY TARGET AUDIENCE CHAPTER 9 - RESEARCH DEVELOPMENT 9.1 - MARKETPLACE RESEARCH 9.2 - MARKET OBSERVATION 9.3 - ONLINE SURVEY 9.4 - INTERVIEW CHAPTER 10 - PRECEDENT STUDIES 10.1 - ADVERTISING STRATEGY 10.2 - PRECEDENT STUDIES CHAPTER 11 - REFERENCES CHAPTER 12 - APPENDICES - 70 - 73 - 47 - 57 - 58 - 67 - 45 - 43 - 43 - 43 - 43 - 35 - 40 - 28 - 29 - 30 - 31 - 32 - 32 - 33
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1.1 INTRODUCTION
Ibanez is a Japanese guitar brand owned by Hoshino Gakki. It was founded back in 1957 in Nagoya, Japan. Their products ranging from Guitars and Basses, Ampliers, Effects, other accessories such as guitar pick, guitar straps and etcetera. Ibanez were on of the rst of Japaneses musical instrument companies that gain a signicant foothold in United States and Europe as well they are the rst guitar brand that mass produced 7-string guitars. A brief of Ibanezs history; the owner of ibanez ; Hoshino Gakki began its company in 1908, as a musical instrument selling division. - that time Ibanez was not Ibanez yet. The Ibanez brand started back in 1929 when Hoshino Gakki started to import guitar from Spain ; Salvador Ibanez. But when Salvador Ibanez workshop was destroyed during Spanish Civil War, Ibanez Salvador guitar was no longer exist, so Hoshino Gakki bought the "Ibanez Salvador" brand name rights and started making Spanish acoustic guitars in 1935, at rst using the "Ibanez Salvador" brand name, and then later shortening it to just "Ibanez". Based on Nagoya, Japan, Ibanez also do have factories and workshop in other countries as well; United States, Korea, and the closest to Malaysia is in Indonesia. Currently there are 4 types of Ibanezs line quality. Those 4 are, Ibanez Prestige, Ibanez Premium, Ibanez (only), and Ibanez Gio. These 4 types of lines differentiate the quality and prices, Ibanez Prestige is the highest-end quality (usally made in Japan) while Ibanez Gio are a budget series and made in Indonesia,China or Korea. Ibanez Premium was a level below from Ibanez Prestige but higher level than just standard Ibanez (Ibanez only).
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2.5 DISTRIBUTION
Distribution of Ibanezs product is indirect, from the manufacturer/factory to the recognize distributor and to retailer or respective local music stores. Ibanezs product has selective distribution because it sold on certain music stores and ordering from dealers. The biggest importer,distributor and retailer of Ibanezs product is Bentley Music.
Intro
Growth
Peak
Decline
Time
The product life cycle for Ibanezs (Gio) product is reaching the peak stage.
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Gio
Normal
Premium
Prestige
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Weakness No product trade show. No Ibanez-owned music store. Beginners tends more to buy Yamaha Guitar due to the perception of Ibanez is a more to mid-range/semi-pro and above level type of product. Not much exposure about Ibanezs beginner-level/budget series product; Ibanez GIO Lack of promotion via media such as television or radio.
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Bentley Music
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CHAPTER n3 t h e c o m p a y
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CHAPTER n3 t h e c o m p a y
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CHAPTER n3 t h e c o m p a y
- Hoshino Gakki Co. Ltd. is best known for its two world-famous brands of musical products: Ibanez guitars and Tama drums. Both brands number among the best-selling and most-respected in their categories, although Hoshino itself manufactures only the Tama drum line through its Hoshino Gakki Hanbai and Hoshino Gakki Manufacturing subsidiaries. For the Ibanez brand, Hoshino provides research, design, and prototype construction support, while also handling worldwide distribution operations. Production of the wide range of Ibanez models is contracted out to third-party manufacturers, including Hoshino's primary and long-time partner in Japan, Fuji-Gen Gakki, which also produces guitars for Fender (notably the Squier line) and domestic brand Greco, as well as products for the Roland and Casio brands. Since the 1990s, Hoshino has contracted a growing portion of its guitar production to manufacturers in Korea and China. The company's U.S. subsidiary also produces custom-built and prototype guitars for the company's star endorsers. That subsidiary was also a partner in designing the theme restaurant On Stage Cleveland in partnership with the Rock and Roll Museum and HMSHost. The restaurant opened in 2001. The company has additionally stepped up its distribution presence in Europe, acquiring Serlui BV of the Netherlands, in 2002. Hoshino is led by Yoshihiro Hoshino, grandson of the private company's founder. In 2001, Hoshino total operations posted sales of approximately 20.68 billion ($175 million).
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CHAPTER n3 t h e c o m p a y
3.3 COMPANY HISTORY
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CHAPTER n3 t h e c o m p a y
3.4 KEY PEOPLE
- YOSHIHIRO HOSHINO Chairman - Toshitsugu Tanaka President of Hoshino Gakki Co., Ltd. . - Shinichi Kubo President of Hoshino Gakki Hanbai Co Ltd., a subsidiary of Hoshino Gakki Co., Ltd. - Kimihide Hoshino President of Hoshino Gakki Mfg Co Ltd. of Hoshino Gakki Co., Ltd. - Kohki Hoshino President of Hoshino Benelux B V for Hoshino Gakki Co., Ltd. - Toru Kawamoto President of Guangzhou Hoshino Gakki Mfg Co Ltd. at Hoshino Gakki Co., Ltd. - Bill Reim President of Hoshino USA Inc., a subsidiary of Hoshino Gakki Co., Ltd. Mr. Reim served as a Director of National Association Of Music Merchants Inc.
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CHAPTER n3 t h e c o m p a y
3.5 LOCATION AND SUBSIDIARIES
Headquaters HOSHINO GAKKI CO., LTD. No.22, 3-CHOME,SHUMOKU-CHO, HIGASHI-KU, NAGOYA, 461-8717, JAPAN TELEPHONE : (052)931-0381 FAX (052)932-2684 Others
HOSHINO (U.S.A.) INC. 1726 WINCHESTER RD., BENSALEM, PA, 19020 U.S.A. TELEPHONE (215)638-8670 FAX (215)245-8583 HOSHINO BENELUX B.V. J.N.WAGENAARWEG 9, 1422 AK UITHOORN, NETHERLANDS TELEPHONE (0297)567788
Since Hoshino Gakki doesnt have any representative in Malaysia, Bentley Music are the recognized distributor and retailer for Ibanez : BENTLEY MUSIC BUKIT BINTANG 140 & 142 JALAN BUKIT BINTANG 55100 KUALA LUMPUR TEL. +603 2144 3333 FAX.+603 2148 0129 WEBSITE: WWW.BENTLEYMUSIC.COM MAIL: CONTACTUS@BENTLEYMUSIC.COM BENTLEY MUSIC MUTIARA DAMANSARA WISMA BENTLEY MUSIC 3, JALAN PJU 7/2, MUTIARA DAMANSARA, 47810 PETALING JAYA, SELANGOR TEL. +603 7727 3333 FAX.+603 7726 3328 WEBSITE: WWW.BENTLEYMUSIC.COM MAIL: CONTACTUS@BENTLEYMUSIC.COM
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CHAPTER n3 t h e c o m p a y
3.6 BRANDS, MAJOR PRODUCTS AND SERVICES
Hoshino Gakki is fully responsible for Ibanez and Tama products. The company handles the Ibanez and Tama production and sales, Market Research as well as subsidiary.
Sales
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CHAPTER n3 t h e c o m p a y
3.11 CURRENT MARKETING OBJECTIVE
3.10.1 Long term
To accelerate further development in the overseas
markets.
To be maintain at the top 3 of guitar brand product Expanding more Ibanez and Tama products Extend Ibanez endorsement activity
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4.1.2 PSYCHOGRAPHICS Perception: Enjoys Music, playing music instruments, attending music lesson, no big budget to spend for guitar Learning : Friends, Family, Online-video streaming (youtube), Magazines. Motivation & Needs : High quality music instrument with affordable price. Attitude & Personality : Outgoing, High musical-inuenced. Lifestyle : Musician, Guitar-hobbyist.
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4.2.2 SECONDARY STAKEHOLDERS Media and Journalist Setting up company goals and supervising company development in collaboration with the board of directors. Distributors Aids the distribution of the goods produced while earning from the service provided. Retailers Aids the selling of the goods product directly to customers
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Music
Musical Instrument
Strings instruments
Acoustic/Electric
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5.2.2 CHANGES IN MARKET PLACE Negative Domestic Production has Decreased Sharply, Production being Shifted Abroad U.S. musical instrument manufacturing has decreased in the past ve years. Unit production has been down an estimated average of 4 percent per year. Production has been down most sharply for traditional pianos. Many U.S. manufacturers have moved production abroad. Positive Consolidation U.S. musical instrument manufacturers have consolidated operations and merged manufacturing facilities with distribution networks. In the past several years, eight of the largest music companies the so- called Global 225 have merged or consolidated with other music manufacturers. Manufacturers Rely Increasingly on New Marketing & Sales Techniques Musical instrument manufacturers increasingly struggle with a lack of consumer interest in learning an instrument particularly band and classical instruments. To boost sales, manufacturers are experimenting with new marketing and sales techniques, including price breaks if schools promise to use their products exclusively, direct-to consumer Internet sales, and endorsements from famous musicians.
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YAMAHA
YAMAHA is one of Ibanez Gios biggest competitors. YAMAHA MUSIC is under YAMAHA Corporation which predominantly sells musical instruments. Since 1887, when it began producing reed organs, the Yamaha Corporation in Japan (then Nippon Gakki Co., Ltd.) has grown to become the world's largest manufacturer of a full line of musical instruments, and a leading producer of audio/visual products, semiconductors and other computer related products, sporting goods, home appliances and furniture, specialty metals, machine tools, and industrial robots. Yamaha now owns 94 subsidiaries and representative ofces in overseas markets in addition to numerous related companies in Japan. Having a wide range of products and services such as Music Education ; Yamaha Music School and Yamaha Academy of Arts and Music, Yamaha carries a big character in music industry in Malaysia. Strengths : Established brand and having countless of outlets in Malaysia. Music Education : Begginers directly exposed to YAMAHA guitars. Weakness : Not many design/model for electric guitars and basses No mikro-size electric guitar and basses
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Squier
Squier is a musical instrument brand name owned by the Fender Musical Instruments Corporation. Its a lower-grade version of Fender Guitars. With famous model such as stratocaster and telecaster, Squier are one of the look-out brand for beginners and those on tight budget. Squier guitars are made in USA, Korea, China, Japan, or even Indonesia. Those made from USA and Japan have a higher quality and price. Their electric guitar price range are from RM 600 to RM 2000 (depending on the models)
Strengths : Famous strat and tele shape Have artist signature model : Avril Lavigne, Deryck Whibley (Sum 41), Mike Dirnt (Greenday) and Malaysian guitarist Sham (Kamikaze) Have a smaller size guitar (Mikro size) Signature Fender sound Weakness : No models that looks metal
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Epiphone
The Epiphone Company is a musical instrument manufacturer founded in 1873 by Anastasios Stathopoulos. Epiphone was bought by Chicago Musical Instrument Company, which also owned Gibson Guitar Corporation, in 1957. Epiphone was Gibson's main rival in the archtop market. Aside from their guitars, Epiphone also made upright basses, banjos, and other stringed instruments. Epiphone guitars are made in Korea, China, Japan, or even Indonesia. Those made from Japan have a higher quality and price. Epiphone is now a subsidiary of Gibson. Because of this subsidiary relationship, many of the instruments look the same as the more expensive Gibson versions. However Epiphone still maintains its own line of archtop guitars. Their electric guitar price range are from RM 800 to RM 11000 (depending on the models). Strengths : Famous Les-Paul and SG shape Have artist signature model : Zakk Wylde, Rob Flynn Wider range models Weakness : Hardly any Epiphone basses here in Malaysia No mikro-size electric guitar and basses Their package product is the priciest of all competitors Most people will rather buy a Gibson rather than Epiphone models that cost more than RM4000 Their lowest price electric guitar still the priciest from other competitors
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Cort
Cort Guitars is a guitar manufacturer centered in South Korea. The company is one of the largest guitar makers in the world, and produces instruments for many other companies. Cort does not have a model of guitar that could be called their signature, like Fender and the Stratocaster or Gibson and the Les Paul. Instead, Cort produces a very large line of guitars to t different guitarists and genres of music. Cort produces a wide variety of electric guitars, acoustic guitars, acoustic bass guitars, and electric basses, with the main emphasis being on producing a good product at a competitive price. Their electric guitar price range are from RM 700 to RM 6500 (depending on the models)
Strengths : Have artist signature model : Gene Simmons (KISS), Mattias Jabs (Scorpions) Wider price range : RM 700 - RM 2200 Weakness : Less famous than other competitors Low brand awareness Issue with koreans craftman quality
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LTD
LTD is a lower-end brand from ESP guitar similar to Epihone-Gibson and Squire-Fender. In 1995, LTD was created to produce ESP's high-quality products in a more affordable line of production and cater mainly for markets outside of Japan. LTD products are electric guitars and basses. . The LTD series are made out of cheaper materials and generally use cheaper hardware than the more upscale ESP models. Mainly LTD electric guitars are targeted for metal or heavy music. Strengths : Nice shapes and top Lots of the model comes with ame maple top body. Weakness : Pricey Most product range are mainly focus on Metal and heavy music style only
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KORG
Korg Corporation is a Japanese multinational corporation that manufactures electronic musical instruments, audio processors and guitar pedals, recording equipment, and electronic tuners. Under the Vox brand name, they also manufacture guitar ampliers and electric guitars. In 1992, Korg acquired Vox, then primarily a manufacturer of guitar ampliers. Korg was also the exclusive distributor of Marshall Amplication product in the U.S.A. for decades, with this distribution arrangement ending in 2010. KORG are well known for their keyboard and synthesizer.
Strengths : Well known brand for keyboard,midi and synthesizers Weakness : Pricey
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CASIO
Casio Computer Co., Ltd. is a multinational electronics manufacturing company headquartered in Shibuya, Tokyo, Japan. Its products include calculators, mobile phones, cameras, musical instruments and watches. It was founded in 1946, and in 1957 released the world's rst entirely electric compact calculator.
Strengths : For musical instruments, they are known for their Keyboards. Cheaper price keyboard than KORG or Roland. Do have a mini-size keyboard Weakness : Known for as a calculator and digital watch company, not many people know about their music instrument product.
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CHAPTER i7 s w o t a n a l y s s
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CHAPTER i7 s w o t a n a l y s s
7.0 SWOT ANALYSIS
Strengths Product seen as Best brand in price and quality relation. Ibanez Gio have a Mikro-size guitar and bass. Thin-flat neck; ideal for fast playing or shredders. Not as pricey Ltd or Epiphone. Ibanez Gio models comes with a floating bridge system (RG & RGA series)
Weakness Ibanez Gio does not have models with maple fretboard. Ibanez don't have nice models of unconvensional shapes, like V shapes Not much exposure about Ibanezs beginner-level/budget series product; Ibanez GIO
Opportunities Ideal for a beginners that looking for a decent guitar with tight budget. Ideal for fast playing or shredding. Suits for player that looking for a Metal look guitar Ideal for player that needs 24 frets Ideal for player that need a back-up guitar that dont want to spend much just for a back-up ones.
Threats Bad perception on Ibanez Gio products that made in China. Perception of ibanez is a semi-pro and above product.
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4.1.2 PSYCHOGRAPHICS Perception: Enjoys Music, playing music instruments, attending music lesson, no big budget to spend for guitar. For higher level guitarist that seeks for a back-up guitar for their live perfomance. Learning : Friends, Family, Online-video streaming (youtube), Magazines. Motivation & Needs : High quality music instrument with affordable price. Attitude & Personality : Outgoing, High musical-inuenced. Lifestyle : Musician, Guitar-hobbyist.
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Located at the heart of Mutiara Damansara just next to IKEA. This is the Headquaters of Bentley Music, having another one at Bukit Bintang. The whole building is owned by Bentley Music. Not just having a showroom but as well an auditorium for events. As Bentley Music is recognized by Ibanez - having put the Bentley Music under contact us on their website, a visit and research in here is a must. Bentley Music has a long history in the music business in Malaysia and is associated with some of the most recognised brands in music. As the leading musical instrument and sound reinforcement distributor and retailer since 1975, we've built up a formidable reputation as the largest importer and sole distributor of some of the world's top instrument brands in the country.
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The entrance of Ibanez electric guitar section. Faces of Ibanez users such as Steve Vai (right picture) was used primarily on entire Ibanez section.
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Ibanez stompbox effects and the Legendary Tubescreamer. Ibanez Jumpstart package next to it (Blue box).
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Numbers of Ibanez Gio electric guitars. The bottom image shown are the RG Series. Some price tags having a orange/red dot which act as a discount label on their selected guitars.
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Ibanez Gio
Ibanez Gio
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1 1 1 0
3 2 1 1
Yamaha
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20
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1 3
25 and Above
23-25 21-22
18-20 15-17
14
56%
QUESTION 3
1
Post Graduate College/University
High School
80%
20
are College/ University students
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Below 1000
10
15
20
25
52%
QUESTION 5
Guitar
Bass
Both
22
8%
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How much did you spent for your rst electric guitar/bass?
3 21 2
Below RM600
32%
0 5 10 15 20 25
participants spent less than RM600 on their rst instrument
QUESTION 7
14
Metal,Heavy metal,and related Rock, Blues Rock, & Related Country, Jazz & Related
Others
7 1 3
56%
participants play metal-related music
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8 7 6 5 4 3 2 1
20%
participants have been playing for more than 6 years
5-6 Years
3-4 Years
QUESTION 9
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Professional Lesson Self-Taught
2 1
A little of Both
88%
participants was self-taught
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2 6
LTD Others
32%
participants chose Ibanez for their rst guitar/bass
QUESTION 11
3 6
Based on question 10, What is the main reason you chose that brand?
2 2
Others
32%
participants chose because of the sound
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20 18 16 14 12 10 8 6 4 2 0
Yes
No
64%
participants knows about Ibanez Gio product-line
QUESTION 13
50%
participants knows about Ibanez Gio by visiting music store
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20 18 16 14 12 10 8 6 4 2 0
Yes
No
50%
participants knows about Ibanez Gio by visiting music store
QUESTION 15
What do you think of Ibanez Gio electric guitar/bass compared to the close competitors such as Squier, Epiphone, LTD, Cort and Yamaha?
best price paid Produce good sounds in affordable price It is pretty versatile. nothing different After watching a few reviews of the guitar , I nd that it's quite good for a affordable guitar. However, it lacks of the classic signature sound like the Fender or the Squier series which I really love. Has a tad bit of slicker design and sharper sound. Prone towards metal music. This is the rst I've heard of electric guitars sold with a budget price. I think this is an advantage compared to other competitors, especially for youths who cant afford expensive
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10 0 2 3 6 4
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What is the main rival for Ibanez Gio here in Bentley Music? Do you think Squier or Epiphone?
What did the peoples who bought and choses Ibanez Gio said about Ibanez Gio? Any reviews or comments? What do you think of Yamaha guitar for beginners?
Well Yamaha have a decent acoustic guitar for beginners, but for electric guitar its not that much and i think the lower range of Yamaha is pricey.
Any past promotional and advertising for Ibanez Gio? As well the media expenditure for Ibanez Gios?
Yes we have done quite number of promotion on Ibanez Gio. More like 20-40% discounts. About the expenditure, well i cannot tell you that. Its private and condential.
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Do you guys have any plan on doing any trade show of Ibanez? Or maybe like another on-ground activation like Ibanez guitar clinic and etcetera?
For time being, we have no plan on doing that since we just have Ibanez Clinic from Francesco Artusato last May.
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Ibanez Guitar Clinic from Francesco Artusato (All Shall Perish) @ Bentley Music
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http://www.youtube.com/watch?v=KykbxEz2UuY
https://vimeo.com/45010825
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Guitar Contest
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Usage of QR code
Usage of QR code
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CHAPTERc 11 r e f e r e n e s
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CHAPTERc 11 r e f e r e n e s
11. REFERENCES Ibanez Ofcial Site. (n.d) Asian region http://www.ibanez.co.jp/asia/ Ibanez Wiki.(n.d). History of Hoshino Gakki http://ibanez.wikia.com/wiki/Hoshino_Gakki Aichi Quality.(n.d). Hoshino Gakki http://www.aichi-brand.jp/corporate/type/miscellaneous/hoshino-gakki-e.html The Top Tens.(n.d). Best Guitar Brand http://www.the-top-tens.com/lists/best-guitar-brands.asp Funding Universe.(2003). Hoshino Gakki Ltd History http://www.fundinguniverse.com/company-histories/hoshino-gakki-co-ltd-history/ Bloomberg Businessweek.(n.d). http://investing.businessweek.com/research/stocks/private/snapshot.asp?privcapId=5773595 Highbeam Business.(n.d). Musical Instrument http://business.highbeam.com/industry-reports/food/musical-instruments i-bands.(n.d). Deja Voodoo Spells http://www.i-bands.net/audiovault/bands/11/ Bentley Music.(n.d) http://www.bentleymusic.com/ Wikipedia.(n.d). Ibanez Gio http://en.wikipedia.org/wiki/Ibanez_GIO
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11. REFERENCES Ultimate Guitar. (n.d) Reviews http://www.ultimate-guitar.com/search.php?value=ibanez&search_type=reviews Music 123.(n.d). Ibanez Solid Body Electric Guitar http://www.music123.com/solid-body-electric-guitars#fT=2010:Ibanez&gP=1&pS=20&v=g&sB=bS&lP=c&catId=site7AAG Dead Eye Guitars.(n.d). http://deadeyeguitars.blogspot.com/ JL Guitar Collection.(n.d). http://jlguitarcollection.blogspot.com/ Phil Hudson.(n.d). B2B: Direct vs Indirect Distribution http://www.phil-hudson.com/b2b-direct-vs-indirect-distribution/ Chron.(n.d). Differences Between Wholesalers, Distributors and Retailers http://smallbusiness.chron.com/differences-between-wholesalers-distributors-retailers-30836.html Forum Lowyat.(n.d). Do malaysia need events like NAMM? http://forum.lowyat.net/topic/1050973/all C&M Music Centre Sdn Bhd.(n.d). http://www.cmmusic.com.my/ Wikipedia.(n.d). Namm Show http://en.wikipedia.org/wiki/NAMM_Show Yamaha Music Malaysia.(n.d). http://my.yamaha.com/
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11. REFERENCES ESP Guitar. (n.d) Reviews http://www.espguitars.com/guitars.html PenMachine.(2005). Buying a good, cheap electric guitar http://www.penmachine.com/musicpages/cheapguitar2005.html Wikipedia.(n.d). Casio http://en.wikipedia.org/wiki/Casio Fender.(n.d). Squier http://www.fender.com/en-MY/squier/ Epiphone.(n.d). http://www.epiphone.com/ Cort Guitars.(n.d). http://www.cortguitars.com/en/ About.com.(n.d). Top 5 Beginner Electric Guitars http://guitar.about.com/od/helpbuyingguitarsgear/tp/electricguitars.htm Ultimate Guitar Forum.(2012). What was your rst electric guitar? http://www.ultimate-guitar.com/forum/showthread.php?t=1536189 ZZ Sound.(n.d). Ibanez GRGM21 GIO Mikro Electric Guitar http://www.zzounds.com/item--IBAGRGM21 Youtube.(n.d). ibanez gio / nice playing beginners level guitar http://www.youtube.com/watch?v=0xQgX-zEK9E
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CHAPTERc 12 a p p e n d i e s
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CHAPTERc 12 a p p e n d i e s
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CHAPTERc 12 a p p e n d i e s
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CHAPTERc 12 a p p e n d i e s
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CHAPTERc 12 a p p e n d i e s
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