Marketing Management

Case Study : BRAND LADY GAGA

Presentation By : Pawandeep Singh Maniktala | Mayank Lau ( MBA , DMS IIT Delhi)

Agenda

1. About Brand Lady Gaga

2. Social Media Statistics

3. Marketing Lessons Learned

4. Gaga Way of Marketing

5. From 4Ps of Marketing Mix to 4Es

6. Gaga Workshop Video

Brand : Lady Gaga( One of the most well-known pop artists in the world. )

• With 23 million albums sold

• Five Grammy Awards

• Forbes’ : World’s most Powerful Celebrities

• 35 million singles making her music’s biggest breakout star of the last decade

• She is the only artist since the inception of monitored radio airplay to claim five #1 hits from a debut ("Just Dance" "Poker Face""LoveGame" and "Paparazzi")

• Known as much for her voice as for her over-the-top wardrobe

• Huge Loyal Fans worldwide

• Fans who are eager to a) buy her music, b) concert tickets, and c) products.

( Gaga was named creative director to Polaroid, a partnership that brought together a global iconic brand and a cultural trendsetter. )

Social networking Prowess

56 Million “Likes”

@ladygaga40 Million Followers

That’s right !!Lady Gaga rules supreme in the social media landscape.

• Out of all the celebrities and political figures on Twitter universe,

• Lady Gaga has got them all beat in the all-important popularity contest.

• Not Justin Bieber (18 million), or Katy Perry (15.7 million) and not Shakira (14.5 million)

• She also just launched her very own social network called Little Monsters

Lady Gaga : Little Monsters

• Created a brand , her own social network “Little Monsters,”

• Targeting young consumers of 5-15 years age

• Fans who will follow her for decades to come

( Source : littlemonsters.com )

Marketing Lessons

• Lady Gaga didn’t become the success she is today based solely on her talent.

• She did so by engendering immense loyalty from her fans through

her music, her message, and the community she has built around them.

A classic case of Brand Loyalty Marketing and Customer Cultivation.

How to build a Global brand ?

Marketing Lessons

1. Focus on Fans : Who drive word of mouth

2. Lead with Beliefs and Value: Customers feel emotional connection

3. Build Community : Fans setup profiles, post photos, message & find links to concert dates.

4. Give Fans a Name : a Name gives your fans something to join, to be part of. Simple act of referring to themselves by name gives customers a strong sense of belonging.

5. Embrace Shared Symbols : Gaga did the “monster paw” hand greeting (“Paws up!”) to the use of unicorn images and decomposing skull makeup.

6. Make Them Feel Like Rock Stars : In the middle of her concerts, she stops the show and calls a fan in the audience. Video of the fan is put up on the big screen for all to see.

7. Generate Something to Talk About : Gaga is the queen of word-of-mouth marketing. From popping out of an “egg” at the Grammys to lighting her piano on fire.

LadyGaga : How she Does it ?

• The most important aspect of Lady Gaga’s social media presence is the amount of sharable content she produces by Out of Ordinary Makeup.

LadyGaga : How she Does it ?

• She dresses differently because she wants to make a statement about something going on in the world.

• She said she doesn't do it just to be prerogative and to stand out.

• Lady Gaga is definitely unique and different

• But she believes that everyone should be themselves

• And Not to care about what would others think about you

The bottom line is she True to herself and her audience !

Lady Gaga said in an interview with Oprah:

LadyGaga : How she Does it ?

• A role model,

• Self-esteem booster for her fans,

• Trailblazer and

• Fashion icon who breathes new life into the industry

LadyGaga : How she Does it ?

As Gaga herself would say, “She was born this way!”

• Unlike other celebrities, Gaga personally updates her accounts and statuses.

• Updates range from anecdotal personal stories, bands she’s been listening to a lot, and backstage information, such as stories from rehearsals or the recording studio.

• Gaga even teamed with the popular social gaming company Zynga to create GagaVille, her own twist on the popular gaming app, Farmville.

• Example : Lady Gaga’s latest album, Born this Way, has sold upwards of 8 million copies, thanks in large part to a strong social media presence.

The bottom line is she keeps her followers engaged and informed !

Gaga : 4E’s of Marketing

Four Ps and embrace the Four Es:

1. from Product to Experience2. from Place to Everyplace3. from Price to Exchange4. from Promotion to Evangelism

Gaga : 4E’s of Marketing

EXPERIENCE

Discover and map out the full Customer Journey on your own brand.

EVERYPLACE

• Develop your knowledge of new media and channels the way a chef masters new ingredients.

• Try new things – do something that doesn’t start with TV or print.

EXCHANGE

• Appreciate the value of things, not just the cost.

• Start by calculating the value of your customers and what their attention, engagement and permission are worth to you.

EVANGELISM

• Find the passion and emotion in your brand.

• Inspire your customers and employees with your passion.

Self-promotion and Marketing

• Lady Gaga has instinctive understanding of how to handle social media and digital platforms.

• All of Lady Gaga’s video clips are free to view or download on her own website. She likes her fans. They like her back, and buy her material from iTunes.

• Lady Gaga does not do feuds, and happily shares her platform with potential “rivals”. The management gurus call this “leveraging buzz”. She has teamed up with Madonna, Beyoncé, dear old Elton John.

• She does not endorse brands, preferring instead to create new products in the companies that have asked her to come on board.

Example : She is a creative director at Polaroid, and has launched hew own lipstick range for Estée Lauder MAC, the profits for which are devoted to Aids charities. The objects with which she is identified are circumscribed by her own values. They sell relentlessly well.

Workshop : 12 days of Gaga

Conclusion

• Brand should give sense of Fit in / Sense Community• Brand are driven by Brand Loyalty• Customers just not buy product they buy the Experience

• Lady Gaga Reinvented the idea of Music into Art form• Lady Gaga gives experience to Fans of being superstar by dressing the way fans like• Lady Gaga remains connected with the Fans

Thank You !

pawandeep@gmail.com