Product

Music – Nostalgia
Royal Albert Hall
Yanni

Place
Royal Albert Hall
South Kensington, London

Promotion
Royal Albert Hall
Yanni
Music

Customers
Customer Insides
Customers Outside
YOU

Customer Base
Customer Insides
Customers Outside
YOU

Primary Data
Tickets Sold
Capacity of the hall
Revenue/Profit

Marketing Stimuli
Factors orchestrated by marketers that influence people’s consumption choice.
Economic – price of the ticket
Technological – acoustics and sound
Political – Yanni’s music is said to represent one world one people philosophy
Cultural – Yanni is a huge cultural phenomenon with a cult following.
Motivation -
Perception -
Learning -
Memory – Heard his music growing up, wants to reconnect.

Segmentation

Audience Inside
Audience Outside
Live Streaming
Audio CD purchases
Market Leader Strategy
Yanni popularized the combination of electronic music synthesizers with a full scale symphony
orchestra.[31]He has employed musicians of various nationalities and has incorporated a variety of
exotic instruments[5] to create music that has been called an eclectic fusion of ethnic
sounds.[8]Influenced by his encounters with cultures around the world,[28][32] Yanni has been called
a "true global artist"[31] and his music is said to reflect his “one world, one people” philosophy.

Expand your markets. How to expand? Experiment with music.

Multiple concerts in different countries.

Expectancy Value Model

Exepcted payoff from attending concert and the value held for it is higher than the
opportunity cost of going for the concert and the cost of the ticket.

Hedonic Editing
Pleasure gained from attending concert is in terms of the music, experience and stature.

Prospect Theory
Theory of choices, way people choose between alternatives. Very low risk, cost of ticket is
worth it.

Chassis
Frame of reference. Identifies how a new product or service is consciously placed within a
marketplace.

Intermediary Product

Logistics

Brand
Yanni

Event

Self Actualization

Achiever
Thinker
Experiencer

Dedicated the song to his homeland – Greece.

First time he performed at Royal Albert hall in 1995