Ch.7-Business Marketing

Native Instruments not only caters to the personal consumption aspect of selling music productions tools but also changing and helping others build their music programs educational establishments. Native Instruments has helped many recording studios improve their education. These contributions include schools and universities across the globe. Improving the education on digital sound and the research behind it. All educational institutions are eligible to receive discounts up to 80% off on educational products. Native Instruments Education Partnership includes schools such as Berklee College of Music, Manchester MIDI School, SAE institute, London College of Music and more. 


      Berklee College of Music




Manchester Midi School





SAE Institute



London College of Music

Ch.11- Developing and Managing Products

  Native Instruments stepped outside of the box and looked at it's competitors in drum machines. They've collected information and found different ways to improve drum machines and make it much easier to compose and or produce music. They introduced the world to the Maschine. The innovation of the Maschine sets Native Instruments' competitors way behind them. They then  came out with a smaller version, Maschine Mikro, which targeted more costumers because was easier to carry . In 2012 they revised the original blue prints of the Maschine and came out with the MK2 Groove station,which has the same design as the Maschine just improved with different color pads that light up, and other new features. They also released an MK2 Mikro which is a smaller version of the MK2 Groove station. A new product is a product new to the world, the market, the producer, the seller, or some combination of these. Native Instruments made additions, improvements, and revisions to an existing product.
     Feedback is what helps a product's growth. Without it the company doesn't know whether the product is good or bad. When the first Maschine came out, the product limited consumers to create music. Now the latest software provides color coding, new effects, time stretch, and workflow improvements. Since they've added time stretch more artists and producers are updating their drum machines and equipment to Native Instruments' products.  

Ch.8- Segmenting and Targeting Markets

Keeping in mind that Native Instruments is a music and audio production company, it has a way of connecting music composers and producers all over the world. Native Instruments stands for diversity of sounds and create music that could take mixing sound to the next level and creating a new generation of fresh sounds. However, Native Instruments focuses on capturing the audience which consists of people that are music producers/music composers, or people that are interested in learning how to compose and/or produce music.

Ch.15 - Marketing Communications

 Native Instruments, has a marketing team that consists of 50 people. Their job is to make sure  the company's products are properly presented and explained to the world. The team looks at strategical  and conceptual ways of branding and market communication using creative video production, graphic and web design and copy writing. The Native Instruments marketing team also deals with PR tasks like press and artist relations, events and community management. Native Instruments deals with advertising by not only  posting ads of products on websites but they have artists endorse the product to the world by showing them how they use it in their everyday life. I believe that Native Instruments has a competitive advantage because of their product, the Maschine. The Maschine is a major update of the original drum machine. It's abilities and its lightweight that makes it easier to carry, therefore  dominating its competition since most drum machines from other companies are huge and hard to carry around places. Native Instruments also offers discounts on products or free shipping between a certain time period.

Ch.10 - Product Concepts

Native Instruments has a wide product mix. Since it is a music production company, the company provides the customer with everything  they need from software programs to production software such as their product Maschine, which consists of 16 square pattern that loop music samples when it is being stored into the production product, which allows the music composer to mix as much music patterns as the person pleases. It also comes with turntables for DJs, Midi Keyboards and so on an so forth. Although it could be expensive, consumers can buy these products for lower prices in music stores such as Sam Ash, Guitar Center and etc.

Ch.17 - Personal Selling and Sales Management

Native Instruments has different ways of providing their music and audio equipment to the consumer and providing a personal relationship. One way that Native Instruments does this is subscriptions. When one is subscribed to the website, the consumer can have the latest updates of either the new products that are releasing, sales on products or for news updates regarding the company Native Instruments. These updates can be obtained via email.

Ch.16 - Advertising, Public Relations and Sales Promotion

Native Instruments every now and then has discounts on their products and using their slogan "the future of sound" to advertise their products. However, the best way to get Native Instrument products is from retailers and distributors such as Guitar Center and Sam Ash. From these distributors, consumers are able to buy music products for a cheaper price if one were to buy Native Instruments products.