Case Study: Jonnie Jones Album Promotion by Tribute Ltd - Analysis

This case study examines Tribute Ltd's marketing efforts to promote Jonnie Jones' album, a tribute artist to Jimi Hendrix. The analysis explores the use of internet and social media for promotion, highlighting the cost-effectiveness of these channels. It delves into sales data, including revenue generated from various channels like complimentary offers, retail, and concert performances, and analyzes the percentage contribution of each. The study also presents data on audience demographics from live performances, comparing results from Brighton Mall and a theatre in Uxbridge, with breakdowns by age and gender. Furthermore, it includes a survey analysis detailing purchasing and listening preferences across different age groups, providing insights into consumer behavior. The case study concludes by evaluating the effectiveness of the marketing strategies and suggests improvements to enhance sales and audience engagement.

CASE STUDY

Table of Contents
TASK.1............................................................................................................................................3
TASK.2............................................................................................................................................3
TASK.3............................................................................................................................................5
TASK.4..........................................................................................................................................11
TASK.5..........................................................................................................................................13
REFERENCES..............................................................................................................................15

TASK.1
With the help of internet and social channels, company could promote their products with
an handsomeness way. Now, there are so many communication channels through which firm
could famous their products brand via utmost awareness about their brand in front of large users.
Internet and social media is a mode of promotion of product with a least cost(Musić, Šarić and
Popović, 2010). Here, Tribute ltd wants to promote jonnie jones albums who is the tribute artist
of famous singer jimmy hendrix. Jimmy handrix was one of the famous singer who was loved
by his generation a lot and jonnie jones made his albums after keeping in mind for the senior
citizens. These particular age group enjoyed a lot of his album, and now also enjoying his
albums. Now the Tribute limited has been appointed for the promotions of jonnie's album in a
live show. The jonnie jones live show can be popularised via internet. Through social media
channels, tribute limited can famous the live performance, as more audience would love to view
and share videos for the others. With the help of internet, tribute limited would have distributed
the jonnie jones music over the internet so that more and more people would love to download
and share the music with their family and friends. As this is the perfect tool for promoting the
songs not only for the senior citizen but also for the other age group who loves the old casset
hits. Internet also reduce the distribution and promotion cost so that the audience will easy to get
the album at their device with the minimum price and could enjoy(Bradt and et. al., 2016).
TASK.2
total CDs' % of total
price of
CD(€) total cost
total profits
in(€)
complimentary 130
2.71966527
2 0 260 -260
general 353
7.38493723
85 10 706 2824
mail order 167
3.49372384
94 10 334 1336
web order 223 4.66527196 10 446 1784

65
concert performance 1376
28.7866108
787 12 2752 13760
retail 2459
51.4435146
444 8 4918 14754
brighton pubs 72
1.50627615
06 10 144 576
total 4780 100.00% 34774
% in total
profits
-0.75%
8.12%
3.84%
5.13%
39.57%
42.43%
1.66%

From the above table, the per unit cost of the music CD is €2. hence, it has been shown
that in complementary offer, the profits does not arise as this were distributed free of cost. This
complimentary also associate the cost to the firm of € 260. and the most of the revenues are
come from retail and concert performance, as these represents almost 80% of the income from
the entire heads. The percentage of total reveals the the individual stake in total sales and also
shows the individual's contribution over the sales(Koelsch, 2014). On the other part, percentage
of total profits, shows that the individual sales description displays their independent stake in the
profits. Complimentary offer provided by the company at free of cost that influence the overall
profits of the firm. On the other way, the firm could not recover the cost incurred on producing
the specified units. Concert performance and retail plays a very big contributory role in the in the
profits of the firm. Concert performance and retail contributes almost 80% in the total profits.
Tribute limited need to overlook rest of the entire ways through which sales could additionally
generated. Now, there are so many ways through which company can improve sales in a better
way(Rickson, 2012).
TASK.3

Brighton Mall
The Theatre
Uxbridge Combined results
1 minute 14 11 25
2 minute 41 19 60
3 minute 25 9 34
4 or more 24 13 37
104 52 156
Age Brighton Mall
The Theatre
Uxbridge Combined results
Below 15 0 2 2
16-30 4 0 4
31-45 16 0 16
46-60 17 9 26
61-75 64 41 105
76 & above 3 0 3
Brighton Mall
The Theatre
Uxbridge Combined results
Female 65 30 95
Male 39 22 61
104 52 156
The Theatre
Female 30 Combined results
Male 22 Female 95
The Theatre Male 61
Below 15 2
16-30 0
31-45 0
46-60 9

61-75 41
76 & above 0
1 m in u te
2 m in u te
3 m in u te
4 or m ore
051 01 52 02 53 03 54 04 5

B r ig h t o n M a ll
B elow 1 5 1 6 -3 0 3 1 -4 5 4 6 -6 0 6 1 -7 5 7 6 & a b ov e
T h e T h e a t r e
B elow 1 5 1 6 -3 0 3 1 -4 5 4 6 -6 0 6 1 -7 5 7 6 & ab ov e
F em ale ; 6 1 %
Male ; 3 9 %
C o m b in e d r e s u lt s
F em ale Male

Different age group were gathered in the Brighton mall and at Uxibridge theatre(Pain, Harwood
and Anderson, 2011). Male and female majority were also there. In brighton, there were the
majority of the girls or females which shows the love and affection toward jonnie jones home
town and the male majority were not even half then the females. But in the theatre performance,
the majority of the females were decreased, as females contributed 58% in the theatre. But the
6 3 %
3 8 %
B r ig h t o n M a ll
F em a le Male
5 8 %
4 2 %
T h e T h e a t r e
F em ale Male

combined results shows that the females contributions was 61% and the male participation was
39%. which was so less as compared to females(McKay and Higham, 2011).
The above graphs and calculations shows that in the theatre of Uxibridge, there were
male majority with the 58% out of total audience. And this shows the enthusiasm of the the
people of Uxibridge. On the other part, the total no of females in % was 42. which also reveals
the desperateness of the jonnie jones concert. But, in Brighton mall female majority was more
than the theatre performance, and contributes 63% out of total population. This reveals the love
of females towards the Jonnie Jones in his home town.
The overall results shows that the company females consumers are more desperate to the jonnie
jones music album as compared to males and more particularly from the 61-75 age group
audience.
The data collection technique could have been improved by way of better decision
making and proper planning techniques(Weldon, Korkiakangas, Bezemer and Kneebone, R.,
2015). This has been also point out that the firm could able to use the internet to collect the data
and also refined gathered data in an effective manner. The data collection techniques is required
to be automated so that the firm could improve data collection process. Now, there are some
ways through which company could able to attain the quality data. Firstly, before going to
collect the data, there is need to know the field so that the firm could gather the data within the
relevant segment.
TASK.4
Number of respondents
Under 44 14
45-54 18
55-64 20
65-74 15
75-84 17
85 and above 8

1= Female and 2= Male
Age= In Years
Purchasing Preferences= (1, 5)
Listening Preferences = (1, 5)
This is the crux of the primary data which have been made out after taking certain
components, such as ID, GENDER, DIFFERENT AGE GROUP in Purchasing preferences and
listening preference. Purchasing preference has been categorised in retail, concert, online, mail,
phone. While the listing preference also categorised in cassette, CD, live, digital, radio. And the
rank is given on the various variables which were vary from the 1-5. the primary data was
conducted over 92 respondents which were from the different age group. Less than the age of 44,
there were 14 respondents, while 45-54 age group respondents were 18, 55-64 age group
respondents were 20, 65-74 age group respondents were 15, 75- 84 age group were 17 and from
the last age group 85+ were 8 respondents. Now this also have classified into male and female.
From total respondents 49 were female. Rank 1 shows the highest preferences and the rank 5 is
the least preference.
Buying preferences Young at heart Seniors Total
Retail 1 2 1.5
Concert 3 2 3
Online 2 4 3
Mail 4 3 3
Phone 4 3.5 4
Listening preferences
Cassette 5 3 4
CDs 2 3 2
Live 4 3 3
Digital 3 5 4
Radio 2 2 2

Buying
preferences Count - Young at heart Count - Seniors
Total
Count -
Young at
heart
Total
Count -
Seniors
Concert 1 1 1 1
Mail 1 1 1 1
Online 1 1 1 1
Phone 1 1 1 1
Retail 1 1 1 1
Total Result 5 5 5 5
If Tribute limited would made the survey then the company will do that in a most
effective manner so that the optimum awareness about the product could have in front of general
audience. The maximum awareness assist the firm to meet out their targeted sales(Goulding,
2014). Before going to design the survey, there is need to know the field where the survey is
going to convene and then make effective planning for smooth implementation of plan(Bunt, and
Hoskyns, 2013).
TASK.5
From the above reports and graph, it has been found that through internet and social media tools ,
the tribute limited can promote better as this cover the most of the audience throughout the
world and company could able to increase their sales volume. Through the internet, the audience
could easily gwet their songs of album just by clicking over the link(Edwards, 2011). Now, the
tribute limited also need to make their operations upgraded this will assist the company to sold
out the utmost album within a short frame. the tribute limited is expert in promoting the work of
tribute artists. Here, in this case, it has been given that the tribute limited appointed me to assist
with the Jonnie Jones, who is the tribute artist of jimi handrix. Here, he had done so many
performances in a different different areas where they could revive the great singer Jimi handrix