RS sets its new strategy of "Music Segment Champion" to comprehensively segregate its targets

BackMay 13, 2008

RS sets its 2008 music plan with new marketing model of "Music Segment Champion" by segregating its music recording into 10 labels producing eight genres of music. The division aims to comprehensively segregate the target groups and affirms its high point to be leader in every segment, plus to create quality music.

Lad Phrao - Surachai Chetchotsak, CEO of RS Plc . reveals that RS has restructured its music business with new and in depth marketing strategy to cover all target groups. The marketing plan is set to move along nowadays' technology and the changing of consumer behavior, especially teenager which RS possesses as champion in this segment.

The strategic plan also aims to compete the increasing of pirated CDs and MP3 sales which affect the whole music industry. Presently, RS has restructured its management model from the traditional music genres segmentation as Pop, Rock, Adult Contemporary and Country to a strategy of Music Segment Champion. The new management divide music recording into a range of eight music groups with 10 labels as follows:

Surachai said that to be Music Segment Champion, the company has reached eight major marketing principles including completing Research by continuing investigate target groups who rapidly change their consuming behavior to digital era. Teenagers, RS's main target group, enjoy digital music downloading. Research is also another marketing process to examine feedback of each artist.

Making content to fit target group's lifestyle is another significant process to make precise communication to satisfy each group.

Branding and Positioning help promote corporate brand as well as artists.

Building community with a range of marketing channels. The successful case of Kamikaze which builds its virtual community through www.zheza.com where is an open space for youngsters to exchange information and opinion while www.pleng.com plays as virtual community for thriving musicians who want to show off their music talent.

Local Marketing: today's main marketing factor relies on an in depth marketing strategy which specific in details in each area. The successful case of local marketing is R-Siam that holds top market share in the Southern region of Thailand .

Customer Relationship Management, a strategy to deliver satisfaction to customers by organizing activities which earn the company with exact data base of target groups benefiting to the next activity.

Promote artists' image with corporate social responsibility to affirm a vision of Green Music Marketing. Artists are encouraged to volunteer in social or charity activities like Film-Rattapoom Tokongsub who is an ambassador for the Habitat for Humanity Thailand or Beam-Kawee Tanchararak as an ambassador of WWF Thailand.

Last but not least is a value added through music content management by joining with partnerships and sponsorships to get closer to target groups by organizing school tour or concert. With distinguishing character and its main target of each artist, sponsorships can easily select artist to fit their marketing activity.

The successful case study was the cooperation of RS and True Music to promote its True Music Sim by organizing tour concert of R-Siam artists including Pong Lang Sa-orn,, Kung Suthiraj, Bew-Kanlayanee and Kratae. The activity created artist value as well as marketing value. The utmost goal is to create satisfaction to consumers.

"The restructuring in the company's core business with Music Segment Champion will promote effortlessness presentation and enhance to every new music segment to cover all targets. With new business channel that changes upon consumer lifestyle, we believe to make a significant growth. Moreover, in early 2007, RS changed the business deal to meet international standard by giving credit and license to be possessed by those who create songs from the day its premiere to public. I hope it will help encourage composers and song writers to create more quality songs," says Surachai.