Case study of 27

1. Why has Lady Gaga been so successful? What strategy has she followed?

Some people love Lady Gaga and some people hate her but the real fact is she is here to rule the music industry in the world. With the release of debut album Fame she has become a global superstar.Since last decade she has been the only one singer who has been able to remain in number one position in Billboard with two debut albums.

The reason behind her success is simple: she is talented, brilliant, shocking and she has the ability to adapt with the changing environment of music industry. But the main reason behind her success is her audience.

Her music is very impressive and simple. Everyone can sing her song easily. She has also got skills in playing piano. Her fashion sense is also a plus point for her success.

The main reason behind her success is her ability to adapt with changes. She knows the power of digital media and has got skills to explore from it. She understood the market with the excessive use of social media networks. She has used the entire social media network and has integrated them with her fashion by which her fans are increasing day by day. She has more than 10 million Twitter fans and 30 million Facebook fans which shows her influences in the music industry. Every time she appears in the public show she appears different and that is her strategy. The way she writes songs and produces with different touch is amazing.

She has followed some co-branding and product placement strategies. Here co-branding refers to marketing and development of two or more brands. Lady Gaga was using modern technology and was depending on modernity.  Product placement refers to techniques of advertising by highlighting branded goods and services in advertisement, movie, music video and TV show. It has allowed her to reach the audience directly instead of going through traditional way.

1.   If you were advising her on her future strategy – what analysis would you undertake? What models or theories would you use? 

Most of the critics blame her that she is just using adaptation and is not using her creativity in writing songs. She needs to focus more on creativity.

An internal analysis can be conducted to analyze the strategy of Lady Gaga:

Visibility:

Today lady gaga is a famous and popular pop singer. Her first solo album was “the Fame” was able to make a sale of 10 million copies and still its growing. In addition, she is also well renowned for her talents and skills like piano playing, writing songs and best performance.

Credibility:

Lady Gaga is a very hard working celebrity today. She determines everything as a success factor. If we research her then we can know that she is straight forward, honest and passionate person and when it is about business she is a real player.

Expertise:

When it comes to technical factor, she is expert on piano playing as well as for the best performance. She knows exactly how to attract and impress audience through her music.

Attractiveness:

Lady Gaga’s attractiveness can be clearly seen through her fan base. There might be someone who doesn’t like her music and her outrageous style but there are so more people who really like her.

Power:

She has already proved that she is the best through her excellent music. She has been able to sold millions of albums which has really strengthened the music industry. New comers are also copying her style and are influenced with her music and performance.

In this modern age the competition is very tough. The way competitive advantage theory was used is totally different because of innovation. Today day by day consumers want and demands changes so there cannot be a stable competitive advantage. Flexibility and creative thinking can only be used to remain competitive today. So does lady gaga. She knows the importance of social media through which she has made a huge fan base.

References :

Anon., n.d. Lady Gaga, Why so succesful?. [Online]
Available at: http://ocdtetris.wordpress.com/2010/03/27/lady-gaga-why-so-successful/
[Accessed 27 3 2010].

Mathieu Deflem, U. o. S. C., n.d. Lady Gaga and the Sociology of the Fame. [Online]
Available at: gagacourse.net

Michael Cooper, L. P. M. E., 2012. Lady Gaga's "Born This Way" Era: What Went Wrong?. [Online]
Available at: http://www.fanpop.com/clubs/lady-gaga/articles/144803/title/lady-gagas-born-way-era-what-went-wrong
[Accessed 12 5 2013].

Availiable at: HYPERLINK "http://www.thaindian.com/newsportal/entertainment/meet-the-woman-who-inspired-lady-gaga_100324226.html" http://www.thaindian.com/newsportal/entertainment/meet-the-woman-who-inspired-lady-gaga_100324226.html

[Accessed 12 5 2013].

Availiable at : HYPERLINK "http://www.chinapost.com.tw/editorial/taiwan-issues/2012/05/22/341775/Media-overlook.htm" http://www.chinapost.com.tw/editorial/taiwan-issues/2012/05/22/341775/Media-overlook.htm l

[Accessed 12 5 2013]