Marketing Management Report: QMusic Membership Awareness Campaign

This marketing management report analyzes QMusic's strategies to encourage student membership, focusing on a membership awareness campaign in South East Queensland. The report begins with an executive summary outlining the goals, which include influencing students to purchase membership packages that provide benefits such as website access, event discounts, and application discounts. The report then details the mission statement, marketing plan goals, and a situation review, including SWOT and PESTLE analyses to assess internal and external factors. It also covers competitive positioning and identifies issues to be addressed. The strategy formulation phase includes marketing objectives, a three-year marketing plan with detailed strategies for product, price, promotion, place, people, process, and physical evidence. The report concludes with resource allocation, including a budget and non-financial resource implications, and recommendations for future strategies. Secondary sources, such as journals, articles, and websites, were used to gather data for this report. The report aims to provide insights into QMusic's marketing efforts and suggest ways to improve student engagement and membership.

Running head: MARKETING MANAGEMENT
Marketing Management
Name of student
Name of University
Author note

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Executive summary
The research proposal was created to analyze the various aspects of marketing and how
the organization QMusic could influence the students of the Universities and schools to purchase
the membership packages. The goals were set by forming a mission statement and the marketing
plan goals included focusing on the new musicians to take part in the awareness campaign and
even focus on getting more individuals to avail the membership packages provided. The
membership packages would benefit the individuals by providing them easy access to the
company website, event discounts and application discounts as well. The use of SWOT and
PESTLE frameworks helped to assess the external factors and internal factors affecting the
business. A budgetary plan was prepared to demonstrate the costs that might be incurred during
the management of QMusic awareness campaign. Lastly, the implications of non-financial
resources were demonstrated here for deriving a good conclusion in the end.

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Table of Contents
1. Introduction..................................................................................................................................3
1.1 Report subject........................................................................................................................3
1.2 Limitations of the research.....................................................................................................3
1.3 Scope of report.......................................................................................................................3
2. Phase 1: Goal setting...................................................................................................................4
2.1 Mission statement..................................................................................................................4
2.2 Membership marketing plan goals.........................................................................................4
3. Phase 2: Situation review of QMUSIC membership...................................................................5
3.1 Current membership strategies...............................................................................................5
3.2 SWOT analysis......................................................................................................................5
3.3 PESTLE analysis....................................................................................................................7
3.4 Competitive positioning.........................................................................................................8
3.5 Issues to be addressed............................................................................................................9
4. Phase 3: Strategy formulation......................................................................................................9
4.1 Marketing objectives..............................................................................................................9
4.1.1 Overall Corporate Strategic Focus..................................................................................9
4.1.2 Specific Membership Focus............................................................................................9
4.2 Three Year Marketing Plan - Goals and Strategies (Positioning/Branding)..........................9
4.2.1 Product.............................................................................................................................9
4.2.2 Price...............................................................................................................................10
4.2.3 Promotion......................................................................................................................10
4.2.4 Place..............................................................................................................................10
4.2.5 People............................................................................................................................10
4.2.6 Process...........................................................................................................................10

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4.2.7 Physical Evidence..........................................................................................................11
5. Phase 4: Resource allocation and monitoring............................................................................11
5.1 Budget..................................................................................................................................11
5.2 Non-financial Resource Implications...................................................................................15
5.3 Monitoring and Reviewing..................................................................................................15
6. Conclusion.................................................................................................................................15
7. Recommendations......................................................................................................................16
References......................................................................................................................................17

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1. Introduction
The report is prepared to discuss about the various aspects of membership package of
QMUSIC in Australia. The main subject of the research is to determine the ways by which the
students of High School, TAFE or University can be encouraged to become members and even
manage a membership awareness campaign in South East Queensland. The report will also
demonstrate the size of market available to QMusic among all these targeted market segments
(qmusic.com.au, 2018).
1.1 Report subject
The report subject will discuss how QMusic has aimed to influence the students of High
School, TAFE or University to become members and take part in BigSound festival. The report
subject also outlines the identification of size of market from the targeted market segments along
with membership campaigns developed to raise awareness among the students of these places
and influencing them to avail the membership packages offered by QMusic (Kotler, 2015).
1.2 Limitations of the research
The limitations are knowledge gaps, literature gaps along with the time and cost
constraints. There was time limitation, which could create difficulties in engaging the people
altogether and influence them to purchase the membership packages provided by the
organization. Due to lack of time, it might be difficult to gain in-depth analysis and obtain
relevant information required to conduct the research effectively.

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1.3 Scope of report
The research scope is quite good, it can help the researcher to understand the need of
QMusic, and ways by which the company can make the students of different universities and
schools become members. The report will also cover the importance of becoming members of
QMusic and the ways by which the students from all these places can be influenced have been
considered within the scope of research (Armstrong et al., 2015). The information is to be
gathered from secondary sources including journals, articles, newspapers and websites from
which the necessary data and information will be gathered for preparing the report with ease and
effectiveness.
2. Phase 1: Goal setting
2.1 Mission statement
QMusic is one of the major music industry development associations in Queensland that
has transformed the music careers since the last 24 years. The mission statement is to advance
the artistic, cultural and economic value of the contemporary popular music in Queensland and
deliver maximum economic, social and cultural returns within the place (Keller & Kotler, 2016).
2.2 Membership marketing plan goals
The membership marketing plan goals and objectives are to influence the students of
schools and Universities to become members of QMusic in Australia. There has been huge
growth in economy ranging up to A$ 2.793 million and multiple programs that are arranged to
attract the guests. The marketing goals and objectives also include helping the musicians and
workers obtain relevant knowledge and skills to become successful and at the same time, create

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opportunities for the individuals by allowing them to take part in the music event and programs
by becoming a member. The membership packages include networking, better scopes and
opportunities, application discounts, event discounts, benefits and travel portal (Moutinho &
Vargas-Sanchez, 2018). The membership packages delivered by QMusic will allow the members
to access different kinds of services, some of which are paid and the others paid. QMusic access
is made free for the individual who just want to obtain industry news and analyze the scopes and
opportunities along with access to various music resources (Dekker et al., 2013).
3. Phase 2: Situation review of QMUSIC membership
3.1 Current membership strategies
The membership strategies were implemented to ensure that the clients could be provided
with the best packages of QMusic. The membership packages were broken down into wages,
unwaged, individual or sole trader, band, business, metropolitan, regional, interstate and
overseas. This allowed the clients to choose the most suitable package according to their needs
and preferences along with the prices that they want to spend for a particular membership
package of QMusic (Ramaswamy & Mosher, 2013).
3.2 SWOT analysis
The SWOT analysis could be used to determine the strengths, weaknesses, opportunities
and threats of the organization in terms of the membership packages and membership awareness
campaign in South East Queensland.
Strengths- QMusic is one of the major music industry development associations that has
flourished in the music industry as a commercial radio station of the media company named

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Medialaan. It is one of the biggest commercial radio station and third largest radio station in
Flanders. The station plays popular music and the radio station activities are broadcasted live
with the use of a website. One of the major strengths could be the implementation of the mobile
application for the smart phones and alternative music is also played. The music association has
managed good relationships with the audience and due to this; daily programs were managed
where people could request their favorite song and that would be played. All these things should
be informed to the students of the schools and universities for making them know about the
membership aspects at QMusic, furthermore would raise their level of interest in accessing the
resources, gain industry related latest news and even take part in the events arranged by the
organization (Miquel-Romero, Caplliure-Giner & Adame-Sánchez, 2014). The music played
could reach mass audience and was considered as a least cost medium where the proximity to
purchase was high as well. The size of market available for QMusic is also high, which will
makes it easy for target the audiences. With the involvement of YouTube and print media
publications, the content of the music programs will be easily dispersed among the clients too
(Kotabe & Helsen, 2014).
Weaknesses- One of the major weaknesses could be the less differentiation of the programs that
were aired at the radio station. The fragmented audiences was another major weaknesses of the
company due to which, few of the programs were not as popular as the others. Research was
important for managing the advertising segment and for attracting clients. Due to lack of proper
research, the stations conducted the research with biasness. There was increase in listenership
though there was not much increase in the ad revenue. Due to the presence of multiple radio
jockeys, anyone could open a radio station and thus the competition had increased (Weinstein &
Pohlman, 2015). It might be difficult for QMusic to attract the students of High School, TAFE or

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University and influence them to purchase the membership packages too. Few of the
membership packages including Business/organization and Band was quite costly, which might
even
Opportunities- There shall be huge scopes and opportunities because with the influencing of the
students, the membership campaigns can spread awareness among the clients and the brand
reputation will improve. The size of targeted market segments would increase, which could make
the radio station provide better services and work according to the clients’ interests for ensuring
client satisfaction.
Threats- Lack of penetration in few of the other market segments and retaining the existing RJs
have got tougher as well. Due to the presence of large numbers of competitors including Smooth
95.3, 3MMM, NOVA, ABC Jazz, 2Day FM, threats continue to emerge for QMusic (Gustavo,
2013). Inappropriate advertising and promotional strategies could also create a major threat and
prevent the radio station to reach the targeted market segments.
3.3 PESTLE analysis
The political, economic, social, technological, legal and environmental factors affecting
the commercial radio station and its ability to spread membership campaign awareness would be
assessed with the use of PESTLE analysis.
The Government provided support and helping hand by imposing new tax, which
contributed to the revenue generation and this affected the business functioning. Due to this, the
rules, regulations and laws for managing the membership packages were followed too (Coombes
& Nicholson, 2013).

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The economic factors could include the prices that were set for the packages and should
influence the buying behaviors of the customers.
QMusic adopted the local culture and made sure to play the songs that could favor the
choices of the students who were targeted from the market segments (Martín-de Castro, 2015).
Technological advancements could help in managing the promotions of the event and
programs and even communicate with the students of the schools and universities. This could
influence their behaviors and make them avail the membership packages offered by QMusic.
Various policies, laws and rules could help in maintaining the safety of clients while
influencing them to avail the membership packages and at the same time, promote safe and
standardized work conditions (Möller & Parvinen, 2015).
The environmental factors could affect the business functioning and the membership
packages for the events and programs managed by QMusic could allow for spreading awareness
among the clients to maintain a healthy environment.

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3.4 Competitive positioning
Figure: Positioning map (Möller & Parvinen, 2015)
3.5 Issues to be addressed
The issues could be related to the ways by which the students of High School, TAFE or
University should be attracted and influenced and developing the membership awareness
campaign in South-east Queensland.

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4. Phase 3: Strategy formulation
4.1 Marketing objectives
4.1.1 Overall Corporate Strategic Focus
The corporate strategic focus of QMusic is to influence the behaviors of the clients and
making them avail the membership packages offered by the radio station company (Hadida &
Paris, 2014).
4.1.2 Specific Membership Focus
The specific membership focus is targeted to the students of High School, TAFE or
University in Australia and the package that should be provided the most to the clients could be
the individual unwaged and individual or sole trader.
4.2 Three Year Marketing Plan - Goals and Strategies (Positioning/Branding)
4.2.1 Product
The products include MEMBERSHIP packages for availing the services of QMusic and
accessing the resources available. Workshops, music events and programs such as BIGSOUND
along with popular musicians and bands performing at events are also considered as major
services offered (Sweeting, 2013).
4.2.2 Price
The prices are set as $44/yr, $55/yr, $110/yr, $220/yr for the individual unwaged, sole
trader, band and business or organization QMusic members respectively.