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Title:RAZISKAVA CILJNIH SKUPIN GLASBENIH SKUPIN
Authors:ID Baš, Anja (Author)
ID Ferjan, Marko (Mentor) More about this mentor... New window
Files:.pdf UNI_Bas_Anja_2011.pdf (710,10 KB)
MD5: B46DABE0AB947B5C9E46D2C3710BF679
PID: 20.500.12556/dkum/7c75f00f-9045-4c4e-9532-f5b8ca435293
 
Language:Slovenian
Work type:Undergraduate thesis
Organization:FOV - Faculty of Organizational Sciences in Kranj
Abstract:V diplomski nalogi smo raziskovali ciljne skupine glasbenih skupin. Raziskovali smo trenutno stanje na slovenskem glasbenem trgu. Zanimalo nas je, kdo so najpogostejši kupci posnete glasbe (CD, kasete z glasbo, LP, single, glasbeni video), kakšen je trend prodaje glasbenih izdelkov, prodajo smo tudi primerjali po glasbenih zvrsteh. Opravili smo anketo, v kateri smo ugotavljali, kako starost, spol, izobrazba, družinski status in plača vplivajo na pogostost poslušanja glasbe, pogostost nakupa posnete glasbe, medij poslušanja (televizija, radio, posneta glasba, internet), zvrst poslušane glasbe in udeležbo na koncertih. Iz pridobljenih podatkov iz ankete smo želeli razbrati, kateri del populacije je naša ciljna skupina, kateri bomo prodajali svojo glasbo. Na osnovi podatkov, pridobljenih iz ankete, smo izdelali ustrezen marketinški plan in načrt za odnose z javnostmi (v nadaljevanju P.R. — public relations — plan). Ugotavljali smo tudi, kateri medij oglaševanja je za nas v smislu dosega in stroškov najprimernejši. Ugotovili smo ciljno skupino, na katero lahko ciljamo s prodajo svoje glasbe, in sicer so to mladi do 30, največ 35 let, od katerih je večina žensk, manj ali slabše izobraženih ter srednje dobro ali bolje situiranih. Ugotovili smo tudi, da na koncertih lahko pričakujemo mlade do 30, največ 35 let, tako moške kot ženske, slabše izobražene in prav tako tudi slabše situirane. V nadaljevanju smo ugotovili tudi, da je stanje na slovenskem glasbenem trgu podobno kot drugod po svetu, in sicer prodaja posnete glasbe pada, v razmahu sta digitalizacija in downloading, s tem pa tudi rast piratstva, založbe poslujejo vedno slabše - v splošnem je glasbena industrija v krizi. Edino rešilno bilko industriji predstavlja prodaja digitalne glasbe, ki počasi narašča. Glede na rezultate ankete se za nakup posnete glasbe pogosteje odločajo starejši in bolje situirani ljudje. Dobro se prodajajo CD-ji in DVD-ji, upada pa prodaja LP-jev in kaset. Vse bolj se veča število kupljenih glasbenih singlov, katere kupujejo predvsem mladi. Zvrst, ki jo anketiranci poslušajo zelo pogosto, je rock, srednje pogosto poslušajo pop in dance, zelo redko pa poslušajo metal, jazz, rap/hip-hop, narodno-zabavno, klasično, house/komercialno, Cro/Yu, etno in drugo glasbo. Trend prodaje glasbenih izdelkov je različen: zmanjšuje se prodaja fizičnih albumov, veča pa se prodaja digitalne glasbe. Slovenski založniki so različnih mnenj, na eni strani se osredotočajo le še na izdelke, ki bodo šli zagotovo v prodajo (Menart Records), na drugi strani so mnenja, da izdelek lahko proda, če je dovolj komercialen in hkrati njim všečen (Nika Records). Ugotovili smo tudi, da je za nas najbolj primeren medij za oglaševanje internet in deloma tiskani mediji, zato smo celoten PR-plan osredotočili na oglaševanje preko teh dveh medijev.
Keywords:ciljna skupina, glasbena skupina, P.R. plan, marketinški plan, oglaševanje
Place of publishing:Kranj
Year of publishing:2011
PID:20.500.12556/DKUM-17286 New window
COBISS.SI-ID:9039005 New window
NUK URN:URN:SI:UM:DK:HMEGI4SJ
Publication date in DKUM:05.08.2011
Views:2257
Downloads:230
Metadata:XML DC-XML DC-RDF
Categories:FOV
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Secondary language

Language:English
Title:SURVEY ON TARGET GROUPS OF MUSICAL GROUPS
Abstract:Graduation thesis investigates the target groups of music groups. We studied the current situation in the Slovenian music market. We were interested in who are the most frequent purchasers of recorded music (CDs, music cassettes, LPs, singles, music videos), what are the trends of music products sales, we also compared sales by musical genres. We undertook a survey in which we observed how age, gender, education, social class, religion, family status and salary affect the frequency of listening to music, frequency of purchasing recorded music, medium through which we listen to music (television, radio, recorded music, internet), type of music listened to and participation in concerts. From the data obtained from the survey we wanted to figure out which part of the population is our target group, to which we will sell our music. Based on data obtained from surveys, we developed an appropriate marketing plan and a plan for public relations (hereinafter referred to as PR - public relations - plan). We also observed, which advertising medium is the best for us, in terms of reach and costs. We identified the target group, to which we want to sell our music. Those are young people up to 35 years of age, which are mostly women, poorly educated and with medium/high financial incomings. We also identified a target group of people to attend our live concerts. Those are also young people up to 35 years of age, both men and women, less educated and with low financial incomings. In addition, we also found that the situation in the Slovenian music market is more or less like all around the world: recorded music sales are falling, digitalization and downloading are expanding, and with them, piracy is growing, which makes labels less likely to do business. In general, the music industry is in crisis. Only the slow but persistent growth of digital music sales seems to be able to save the whole industry. Based on the survey results, older and wealthier people are more likely to buy recorded music. Sales of CDs and DVDs are mostly high, in the mean time sales of LP's and cassettes are dropping. The number of purchased music singles, which mostly young people are buying, is growing. The category of music, most often listened to by respondents is rock. Furthermore, they listen to pop and dance medium often, and very rarely to metal, jazz, rap/hip-hop, Slovenian traditional, classic, house/commercial, Cro/Yu, folk and other music. The music sales are diverse. Physical album sales are reducing, while digital music sales are expanding. Slovenian publishers have different opinions on that matter: to sell and focus only on the products which will surely make profit (Menart Records). On the other hand, they believe that the product will be saleable if it is commercial enough and they like it in the same time (Nika Records). Furthermore, we have also found out that the advertising medium, most appropriate for us is internet and some printed media. Therefore we focused our PR-plan on advertising via these two media.
Keywords:target group, music group, P.R. plan, marketing plan, advertising


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