A presentation on

Fender Musical Instruments Corporation

Presented by Debajit Ghosh

Background

Type : PrivateIndustry : Musical InstrumentFounded : 1938 as Fender’s Radio service

1946 as Fender Electrical Instrument Manufacturing

CompanyFounders : Clarence Leonidas FenderHeadquarters : Scottsdale, Arizona, U.S.Area served : GlobalKey people : CEO Larry Thomas

CFO James Broenen

History

Fender offered the first mass-produced solid-body Spanish-style electric guitar; • The Telecaster (originally named the

'Broadcaster'; 'Esquire' is a single pickup version)

History

• The first mass-produced electric bass, the Precision Bass (P-Bass)

History

• The popular Stratocaster (Strat) guitar.

History

• While Fender was not the first to manufacture electric guitars, as other companies and luthiers had produced electric guitars since the late 1920s, none was as commercially successful as Fender's.

• Furthermore, while nearly all other electric guitars then were either hollow-body guitars or more specialized instruments such as Rickenbacker's solid-body Hawaiian guitars, Fender had created versatile solid-body electric guitars. These guitars were and still are popular for musicians in a variety of genres.

Origin

• The company began as Fender's Radio Service in late 1938 in Fullerton, California.

• By the early 1940s he had partnered with local electronics enthusiast Clayton Orr "Doc" Kauffman and together they formed the company K & F Manufacturing Corp

• Kauffman however remained unconvinced and he and Fender amicably parted ways by early 1946. At that point Leo renamed the company the Fender Electric Instrument Company.

• In early 1965, Leo Fender sold his companies to the Columbia Broadcasting System, or CBS for $13 million.

Origin

• In 1985, in a campaign initiated by then CBS Musical Instruments division president William Schultz (1926–2006), the Fender Electric Instrument Manufacturing Company employees purchased the company from CBS and renamed it the Fender Musical Instruments Corporation.

Raw Materials Used

• Fender used ash for electric guitar and bass bodies more or less exclusively from 1950 to mid 1956.• It’s a native North American hardwood, which are found all over the eastern half of the continent from Nova Scotia in the north to Florida in the south, and as far west as Minnesota down to east Texas.

Raw Materials Used

• Fender adopted alder for electric instrument bodies in mid 1956• It grows around the world throughout the north temperate zone, which extends from the Tropic of Cancer (about 23.5 degrees north latitude) to the Arctic Circle (about 66.5 degrees north latitude); a rather large area.

Machines

• Factory of Fender in Mexico, Ensenada, Baja California has machines used mostly of Panasonic.

Some notable Fender players

Jimi Hendrix• The Rock and Roll Hall of Fame describes him as "arguably the greatest instrumentalist in the history of rock music.• Disc and Music Echo honored him with the World Top Musician of 1969 and in 1970, Guitar Player named him the Rock Guitarist of the Year.• Are You Experienced (1967), Axis: Bold as Love (1967) & Electric Ladyland (1968) are three albums with the band “The Jimi Hendrix experience”.

Some notable Fender players

John Mayer• First two studio albums, Room for Squares (2001) and Heavier Things (2003), did well commercially, achieving multi-platinum status.• In 2003, he won a Grammy Award for Best Male Pop Vocal Performance for "Your Body Is a Wonderland.“• The John Mayer Trio is an American blues rock band that formed in 2005. • Try! is the first live album by the John Mayer Trio.

Some notable Fender players

Brad Paisley• His songs are frequently laced with humor and pop culture references.• Paisley was the 2008 CMA and ACM Male Vocalist of the Year winner.• Starting with the release of his 1999 album “Who Needs Pictures”.

Some notable Fender players

Kurt Cobain• Best known as the lead singer, guitarist and primary songwriter of the grunge band Nirvana.• Debut album “Bleach”.• Following the success of the second album, “Never mind”, Nirvana was labeled "the flagship band" of Generation X, and Cobain hailed as "the spokesman of a generation"

Acquisition

• In January of 2008, FMIC also acquired Kaman Music Corporation (KMC), the largest independent U.S. distributor of musical instruments and accessories.

Brand Positioning Statement

• Fender is designing a signature guitar with the quality you expect at a price that appeals to the beginner, intermediate and professional guitarist.

BEGINNER INTERMEDIATE PROFESSIONAL

Marketing Plan

• Target

• Best buy’s new music department

• Guitar center

Marketing Plan Product Placement

• The Jay Leno Show

• The Tonight show

• Late Night

Snapshot

Snapshot

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