Marketing Strategy Recommendations for TOTO Band

This assessment provides recommendations for the marketing strategy of TOTO band, focusing on target market, positioning, promotion, place, and product strategies to enhance brand image and reach a wider audience.

TOTO
ASSESSMENT 3
MMK101 TRIMESTER 3
MARKETING STRATEGY
RECOMMENDATIONS
Student Name:
Student Number:
Table of Contents

2.1. Target Market and Positioning Statement................................................................................3
2.2. Marketing Strategy Recommendations.....................................................................................6
2.2.1. Marketing Mix Element 1 Strategy...................................................................................6
2.2.2. Marketing Mix Element 2 Strategy...................................................................................6
2.2.3. Marketing Mix Element 3 Strategy...................................................................................7
2.3. Conclusion................................................................................................................................8
Reference List..................................................................................................................................9

2.1. Target Market and Positioning Statement.
Target Market: TOTO band was formed in 1975 and is world famous for its top five hits
like Hold the line, Africa and others. As all the songs are made for
different types of listeners, each and every music has its own different sets
of listeners. The specific market for them is of the persons who listen to
their music, to reach the target listeners they have different genres of
music jazz fusion, rock and pop. In other words, the target market is a
specific set of consumers who are willing and capable of purchasing your
products.
To attract target market TOTO has following kind of characteristics:
 It is large enough to be profitable:
As it is one of the most famous rock bands in America it needs to
go with the demand of listeners and has one of the biggest lineups
of artists. Music is one of the basic needs of every individual to
calm their mind or on different occasions and so the demand never
falls down which made the band large to be profitable (Gupta and
Pirsch, 2015).
 The Band has the resources to compete in it:
TOTO group has great concepts and ideas when it comes to music
and art. In the music industry, one needs a large capital to find out
the target markets, changing preferences of music listeners and
new concepts to be implemented which makes it capital sensitive.
This group has all the required resources to find out the targeted
music addicts from all around the world (Sharma and Iyer, 2012).
To find out the target markets TOTO band needs to.
 Profile Band characters: The decisions in TOTO band to make
people listen their music which may involve financial, business or
technical personnel.
 Research preferences of the target market:
In the music industry, TOTO band needs to get the feedbacks of people

about what they want to listen, what kind of music is trending and what is
affecting the culture. They need to constantly keep a track of tastes and
preferences of people.
The main target being a rock band TOTO needs to focus on the
youngsters who are more into the trend of rock and keep on listening to
the new musical groups. The age target for a rock band is usually 16-25
years, individuals from inside this statistic are stereotyped to examine for
exams school or college, go to parties, be and no more agreeable time
(socially) in their life and so forth enthusiasts of rock bands are for the
most part guys and this could be on account of a considerable lot of the
artists working show inside the class are guys themselves. The major
share of audience members is from London, America, Africa and other
such nations which could suggest that the intended interest group,
characteristically, are from a high-class foundation in light of the fact that
the locale is a more costly place to live as opposed to the North of the
nation (Armstrong, et. al. 2015).
Positioning
Statement:
Harmonious with its top positioning and great commitment to the music
factor the network of listeners of this band are spread in North America,
South Africa, the UK and other countries as well. In TOTO artists are
usually very much focused on the efforts and communications they
develop with the listeners to know what kind of music they want. Band’s
graphic designs, photographs, but most importantly the tone and content
of their social media channels need to be aligned with a statement of the
mission (Bartoloni and Baussola, 2016).
There are many efforts needed to turn TOTO from a band to a brand.
They need to make sure that when their fans listen to their music they ask
themselves what they will get from it. It wasn’t the music of TOTO, or
their look, or even their label that made their positioning statement, it was
the facts that all of these facts that worked together to communicate one

clear identity (Hollensen, 2015).

2.2. Marketing Strategy Recommendations.
2.2.1. Marketing Mix Element 1 Strategy.
Promotion Strategy
Promotion is an important element which enables the company to enhance its presence and also,
it makes people aware of the products and service provided by the company (Isoraite, 2016).
Organisations develop the strategy to promote the products and services in an efficient manner
such that, the costs of marketing and promotion is minimised in order to reduce the input costs.
This helps the companies not only to sustain in the competitive market but also to increase its
market share.
Toto band has to plan and implement the strategy in order to attract a large number of people to
the events performed by the band. This will help the band not only the support of the people but
it will also generate income which can be used for expenses such as replacing or purchasing
equipment. There are various ways in which the promotion can be done and the most effective
will be using social media since a large number of people can be reached. Also, the marketing
costs will be minimised since social media platforms require just registering to the application. It
also helps to keep connected with the people since there are options for the people to comment
and hence, feedback can be taken easily and implement any changes if required. This makes sure
that Toto band will be able to ascertain the success depending on the comments and feedback
received on the social media. Social media also enables to interact with the people continuously
which help to improve the brand image of the band.
2.2.2. Marketing Mix Element 2 Strategy.
Place Strategy
This is an important element which helps to determine the distribution channel so that the
products and services of the company reach the customers (Isoraite, 2016). In this, the demand
and supply channel is properly managed in order to maintain the product availability for the
customers. The distribution channel is planned by:

 Analysing customer needs
 Ascertain the possibilities of the distribution channels
 Evaluate the best options
This helps the company to determine the company to ascertain the demand for the products and
the production targets that have to be achieved in order to avoid scarcity of the products. This
helps to maintain the market share and to increase the product availability by creating new
markets for the products. Toto has to devise a proper channel so that the availability of the tickets
to the people becomes easier. Also, the number of tickets to be sold will have to be considered so
that there is no scarcity of the tickets. This will ensure that the maximum number of people will
be able to attend the events.
2.2.3. Marketing Mix Element 3 Strategy
Product Strategy
It is the main element of the marketing mix that helps in attracting the number of customer in the
organisation so that it can earn high profits in the organisation. TOTO develop various kinds of
products such producing songs for the video companies, Song Company and launching of CDs
and DVDs. This make sot earns high number of customers and lead to promote its brand in the
market. The products are made as per the needs of the customers so that it can make them have a
high level of satisfaction in the organisation. The products are made in such an easy that it can
make the customers satisfied with its features and quality. The quality of the products has been
the main focal point of the organisation as it helps in earning a high number of customers in the
organisation. This help in having high profit in the organisation by producing the high quality of
products and services in the market. The main source of attracting the customers is the products
that are made available to them. The main unique selling point of the organisation is it products
that made fir the customers and fir their satisfaction. The making of the customers satisfies with
the quality of its products made the organisation to produce the products that are demanded by
the customers. The products are made as per the demand of the target market so that they can be
provided with the satisfaction and lead to repetition of customers (Huang & Sarigöllü,
2014).

2.3. Conclusion.
The main target for a rock band are usually youngsters who are more focused on developing
socially and keep them updated to the current rock trends in the industry. TOTO band has to take
feedbacks from these youngsters and the specific area based age groups to know about the
changing tastes of people in music and create rock as per their desires, it will take great efforts to
make TOTO from rock band to a brand.

Reference List
 Armstrong, G., Kotler, P., Harker, M. and Brennan, R. (2015). Marketing: an
introduction. Pearson Education.
 Bartoloni, E. and Baussola, M. (2016). Does technological innovation undertaken alone
have a real pivotal 9-86.
 Gupta, S. and Pirsch, J. (2014). Consumer evaluation of target marketing to the bottom of
the pyramid. Journal of International Consumer Marketing, 26(1), pp.58-74.
 Hollensen, S. (2015). Marketing management: A relationship approach. Pearson
Education.
 Huang, R., & Sarigöllü, E. (2014). How brand awareness relates to market outcome,
brand equity, and the marketing mix. In Fashion Branding and Consumer
Behaviors Springer New York, pp. 113-132.
 Isorairte, M., 2016. Marketing Mix Theoretical Aspects, Granthaalayah, Vol.4 (Iss.6)
ISSN-2350-0530(O) ISSN- 2394-3629(P)
 Sharma, A. and Iyer, G.R. (2012). Resource-constrained product development:
Implications for green marketing and green supply chains. Industrial Marketing
Management, 41(4), pp.599-608.