Nostalgia Marketing: Theories and Applications

This assignment delves into the concept of nostalgia marketing, examining its theoretical foundations and practical applications. It analyzes various research studies on consumer responses to nostalgic appeals and explores case studies of successful campaigns that utilize this strategy. The assignment also discusses ethical considerations surrounding nostalgia marketing and its impact on consumer behavior.

Case Study : Tribute Ltd.

Table of Contents
1.) INTRODUCTION......................................................................................................................3
2.) Analysis of individual task.........................................................................................................3
2.1 Analysis of senior citizen music market................................................................................3
2.2 Analysis of secondary data....................................................................................................4
2.3 Analysis of primary data (Field observation)........................................................................5
Conclusion.....................................................................................................................................10
REFERENCES..............................................................................................................................11
Appendix .......................................................................................................................................13

1.) INTRODUCTION
In modern, era there is fast growth in music industry in United Kingdom which can be
seemed through the statistical report. There are various tools and techniques which are used in
order to measure the growth of Music industry. It makes huge revenue that is upto 4.2 GBP
billion in present time. Main player of music industry are composers, songwriter, and Musicians.
Then all work together and make profit upto 3 billion in the year 2015. There are different type
of music company which operates their business in music industry and make huge profit. Among
all of them Tribute Ltd is one of that small size organization who specifically plays the music.
They promote different bands and instrumental player in order to make huge profit and
accomplish success. Now at present Tribute appoints Jonnie Jones who is one of the famous
guitar player. Along with this it composes song and play music which was many times awarded
because of its outstanding performance. For this purpose Tribute Ltd decided to promote get help
of nostalgia marketing concept in order to promote music artist. Therefore, in present report, the
concept of nostalgia marketing is critically evaluated. It is very useful in understanding whether
it is useful or not for the business in order to target large number of audience. Along with this, in
this report main target is to analyse the senior citizen music market and what they tend to listen.
2.) Analysis of individual task
2.1 Analysis of senior citizen music market
Senior citizen Music market
In UK most of senior citizens like to listen music. Most of old age people like to listen
music at the time of exercising, walking etc. from research it has been identified that demand of
music among senior citizen is higher as compare to youngster.
In terms of revenue
Music industry made an estimated economic contribution also knowns as gross value
added upto £4.1bn to the UK economy in 2015 and it also provide job to 119000 people. Th total
audience for live music in the UK was 27.7m. Therefore, it can be stated that music industry is
making huge profit and also lead to provide job opportunity.

2.2 Analysis of secondary data
As per data and information gathering it has been identified that senior citizens are more
attached to music especially toward the old songs. They listen song for increasing their
physiological arousal. It also recognizes that older age prefer to listen music mostly at the time
of morning exercise and at the time of physical therapy. On the other hand younger age people
prefer to listen music for only enjoyment purpose (Greenwood and Hartley, 2017). They mostly
listen song rocking song and latest version and remix of old songs. If comparison is done
between older age people and senior citizen, then it can be stated that interest of music toward
buying the CDS is various song is higher in senior citizens. From the case study of Jimi Henrix
was very famous, who was an singer rock guitarist and also song writer. Further it built a good
reputation in United Kingdom market among all range of peoples. Therefore, it was the reason
due to which Tribute Ltd launch Jonnies album in order to grab attention of large number of
peoples through Nostalgia-marketing.
Nostalgia-marketing: it is marketing which main aimed is to evoking a feeling of nostalgia
among the customers.
In nostalgia-marketing concept music composers try to come up with old memories by
making remix of old songs. In this concept old memorise are analysed and new version of all the
old memories are composed.
Use of nostalgia-marketing is one of the effective approach in which Tribute ltd. Can
created a, strong memories familiar events and positive significance among the people. It show
that if Tribute ltd used this marketing strategy then it can easily attract large number of customer
for purchasing Jonnies music album and its live show ticket. This practices can be merged in
different ways that is reviving old songs (Anderson and et.al., 2016). It can be done by using the
same features which are used by Hendrix album because it was highly popular among the people
of all age. In present time to make a strong relation with customers through the help of nostalgia-
marketing which help in coming up with old memories by using internet and social media. One
of the another benefit of it is that it help in making a strong connection between the historical
memorable days and present time. Apart from this, Tribute Ltd. Is launching new Jonnies album
for this purpose it can create its own websites, so that people can easily buy music albub from its
websites. It can also upload its live concert video on you tube, Facebook and internet in order to
increase the number of its followers of all age group.

2.3 Analysis of primary data (Field observation)
A.)
Below interpretation of data is concerned with alaysing the performance of CD which are sold
out in different regions. From the spreadsheet calculation it has been identified that there are
some variance in selling price of CD at different place such as via email, Brighton Pub.
According to the analysis, it shows that company earn high profit upto 19,672 by selling only
CD. On the other hand through concert performance, the organization earned 16512 which is one
of the huge profit of and organization.
(See appendix no. 1)
Graph representation
Complimentary
Brihton pubs 0
0.2
0.4
0.6
0.8
1
1.2
% of Total

(Table in appendix 2)
As per according to the given scenario is can be stated that field observation was
organized by Tribute ltd at different location that is Uxbridge theatre and at shopping mall that is
Brighton. Further primary techniques is used in order to collect information that is field
observation. It is a technique in which primary observer identify and analyse the interest of
people related to music of Jonnies.
The give graph show the preference of Jonnies Jones music
Complimentary
Retail
-0.2
0
0.2
0.4
0.6
0.8
1
1.2
% of Total Profit
1%4%2%2%
14%
26%
1%
50%
% of Total
Complimentary
General
Mail order
Web order
Concert performance
Retail
Brihton pubs
Total

Analysis and findings: Tribute ltd sale through different way are show in above graph.
Therefore, from the above graph it represent that company make good profit by seelling its CD
from retail store. In graph 51.44% sale of CD is from retail store, here large 2458 CDs are
purchase within a 2 years. This show that there are more than half population who prefer to buy
CD from retail store instead of any other way. Further, there are 1376 CDs which has been sold
out from retail outlet of Tribute Ltds and 28.79% of CDs has been inclined of from the live
conert place. Therefore it can be computed that profit was lower at concert site which was 13750
of total yield and from retail outlet profit was 14754 which is upto 42%. on the other side, at
Brighton pub there was lowest sale that is only 1%. while from e- mail and websites the sale
shown of CDs that is 7%, 3% and 4%. it show that company face loss of 0.75%.
Hence it can be analysed that Tribute Ltd. Need to focus on selling music album and CD from its
retail outlets and other retail store in order to make huge profit.
0%4%2%3%
20%
21%
1%
50%
% of Total Profit
Complimentary
General
Mail order
Web order
Concert performance
Retail
Brihton pubs
Total

1 minute 2 minute 3 minute 4 or more
0
5
10
15
20
25
30
35
40
45
14
41
25 24
11
19
9
13
Brighton mall
The theatre
From the above chart it can be interpreted that there are high number of followers and people
who are attracted in minutes performance. Further it shows that at after sometime performance
of Jonies is that is highest in both time that is 41 and 19 in the theatre and as well mall.
B.)
Evaluating the intern survey research in terms of its appropriateness and its results are as
follows:
The survey was may be outdated because of some confusion
Biasness take place because number of people and time was different at both the place
The survey which was conducted was not appropriate for getting the accurate result.
C.)
For improving the method of data collection it is important that audience should be
selected equally at different location. Along with this, the selected location should be equally
characteristic so that accurate result can be get of field observation.
Median age group for purchasing and listening preference by new age group
(For calculation see appendix 3)

From the calculation it is clear that people between the age of 20 to 30 mostly like to but
CDs from retail outlet. Further they give less priority to less mobile and e mail. Further, senior
citizens mainly prefer to buy CDS from retail shop or from live concert show. They preferred
both equally as compared to younger age people. Further, they give less liking to mobile and
email and the do not like to buy from online store. Hence it show that overall priority has been
give to retail shops.
Furthermore, for listening preference, senior age people like to listen music on radio and
in live show. They give higher preference to cassettes and CDs, on the other hand, Younger age
people prefer to listen song on the other hand younger age people like to listen songs by buying
CDs and they give less preference to live music and radio. Therefore, it can be concluded that
high perfercenc were given to CDs, by both younger as well older age people.
D
It can be stated that there are most of senior citizen like to buy from live concert instead
of buying from retail store.
From the result is has been identified that high priority is given to the retail store. People
of both the age like to buy from the retail store instead of buying from mail. Further live concert
are preferred by old age people. So from the cross tabulation analysis is can be stated that there is
not high different in buying decision of both younger age people and older age people.

E
Nostalgia-marketing is very effective method for Tribute Ltd. In order to increase sale
and profit from Jonnies Album. Through the support of nostalgia-marketing company can easily
create strong memories and familiar events of music player (Khamis and Khamis, 2016).
Hendirx was one of the famous music player in industry which grab attention of large number of
customer including all age people. Further, with the help of marketing strategy company can
easily encourage customer to buy CD, of Jonnie's album. In order to increase sale The tribute ltd.
Can use internet marketing fir advertising its products. Despite this, live concert and retail shop
play significant role in order to increase the sale of CDs to both younger age and older age
people. At last it can be concluded that there is no different between young age people and senior
citizens in respect to their buying behaviour.
Conclusion
From the above study it is summarised that Nostalgia marketing is one of the effective
method which can be used for promoting the music. At the time of observing performance at two
different place it has been find out the biasses was done because time and number of people
which are selected for observation were different. Therefore, result which is derived from the
above observation is not accurate. The tribute limited has to put more efforts for getting success
in the market. Along with this working with Jonnie Jones is one of the great initiative for tribute.
This is because there are most of people who like to listen old vintage songs which recall their
part memory. Old song listend by senior age people remind them their old good memorise.
Further it is concluded that there are most of tribute limited customer are old age people. Further
retain store to sale product is one of the best way as compare to others. However, Tribute Ltd.
Need to focus on selling its product through online. Further it also promotes Jonnie's songs in
different listening preference through CD, digital radio, cassette etc. For getting more attention
from fans Jonnies can use televison for his shows. With the use of articles related to Jonnie and
Jimi hendrix help in understanding to the people abou the concept of tributes artist. Planning a
better survey is and implimenting it as aforementioed way help in overcome the problem of
biasness.

REFERENCES
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Appendix
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