Madonna Case Study
Question 1 Described and explain the strategy being followed by Madonna in term of the explanation of competitive strategy given in Chapter 6. Answer 1
Table 2: Bowman’s strategy clock Based on the Bowman’s strategy clock above, we identify strategies been used in her albums through the years below;
Lucky Star 1982 Trashy pop - lace tops, skirts over capri pants, fishnet stockings, jewelry bearing the Christian cross, and bleached hair. - Young wannabe girls, dovetailing from fading disco to emerging ‘club scene’influential among young girls and women 1. ‘No frills’ – combines a low price, low perceived product/service benefits and a focus on a price- sensitive market price Like a Virgin- Like a Prayer(first number one album on the U.S. albums chart) 1984 Originally a Marilyn glamour image, then became a saint and sinner She performed the song at the first MTV Video Music Awards - trademark "Boy Toy" belt and crucifix jewelry More grown-up rebellious fan base, more critical female audience and male worshippers -
featured role in “Desperately Seeking Susan” - embarked on her first concert tour in the U.S. in 1985 titled The Virgin Tour, with the Beastie Boys. 2. Low price – risk of price war and low margins; need to be cost leader Vogue Erotica Bedtime Stories (eighth U.S. number-one single -Academy Award-winning song) 199019921994 Erotic porn star, sadomasochistic, sexual control, more minelli in Cabaret than Monroe signed an endorsement deal with soft drink manufacturer Pepsi debuted her new song, "Like a Prayer", in a Pepsi commercial and also made a music video for it. Peculiar mix of target audiences: gay club scene, 1990s’ women taking control of their own lives, also pure male titillation -Madonna's first publication Sex, a book consisting of sexually provocative and explicit images - caused media controversy but sold 500,000 copies in the U.S. 3. Hybrid – seeks simultaneously to achieve differentiation and a price lower than that of competitors
Table 2: Bowman’s strategy clock Based on the Bowman’s strategy clock above, we identify strategies been used in her albums through the years below;
Lucky Star 1982 Trashy pop - lace tops, skirts over capri pants, fishnet stockings, jewelry bearing the Christian cross, and bleached hair. - Young wannabe girls, dovetailing from fading disco to emerging ‘club scene’influential among young girls and women 1. ‘No frills’ – combines a low price, low perceived product/service benefits and a focus on a price- sensitive market price Like a Virgin- Like a Prayer(first number one album on the U.S. albums chart) 1984 Originally a Marilyn glamour image, then became a saint and sinner She performed the song at the first MTV Video Music Awards - trademark "Boy Toy" belt and crucifix jewelry More grown-up rebellious fan base, more critical female audience and male worshippers -
featured role in “Desperately Seeking Susan” - embarked on her first concert tour in the U.S. in 1985 titled The Virgin Tour, with the Beastie Boys. 2. Low price – risk of price war and low margins; need to be cost leader Vogue Erotica Bedtime Stories (eighth U.S. number-one single -Academy Award-winning song) 199019921994 Erotic porn star, sadomasochistic, sexual control, more minelli in Cabaret than Monroe signed an endorsement deal with soft drink manufacturer Pepsi debuted her new song, "Like a Prayer", in a Pepsi commercial and also made a music video for it. Peculiar mix of target audiences: gay club scene, 1990s’ women taking control of their own lives, also pure male titillation -Madonna's first publication Sex, a book consisting of sexually provocative and explicit images - caused media controversy but sold 500,000 copies in the U.S. 3. Hybrid – seeks simultaneously to achieve differentiation and a price lower than that of competitors