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.

Ch.14 - Marketing Channels and retailing

           A retailer is a intermediary that sells mainly to the consumer that is purchasing the product. Mainly the retailers that sell Native Instruments based products are either from Sam Ash or the Guitar Center. Consumers can purchase their items on their main website at http://www.native-instruments.com/en/ but their prices are usually a little too expensive ($700-$1000) whereas if the consumer went to Sam Ash or Guitar Center, they would get it for a cheaper and more reasonable price.

Ch.6 - Consumer Decision Making

Consumer behavior correlates to how consumers make purchasing decisions and how they consume or make use of these purchased goods or services. For instance, one way that Native instruments draws the attention of an amateur or professional music composer to consume their product is with their slogan, "The Future of Sound." Provided that music composers are always looking for the best producing tools and sounds to create good music possible, a slogan like "The Future of Sound" can psychologically make the consumer feel like buying their product will help them achieving their goal in making the best music that the consumer could possibly make.

Another way Native Instruments gets consumers to buy their products is by getting artists and/or well known music composers to sponsor their products. For example, NO I.D. , a hip hop music composer that is known for producing several instrumentals for people such as Jay Z, has a Native instruments product known as the Maschine, which is a music composing hardware that allows you to create an infinite amount of electric sounds and drum patterns to sequentially create a musical instrumental track. The fact that No I.D. has this in his studio can make another music composer buy the same exact product since No I.D. has one, especially if that person favors No I.D. 's way of composing music. Here's a video of the producer No I.D. breaking down how he was able to create an instrumental with a sample using Native instruments.
https://www.youtube.com/watch?v=FfCXGOakm8g&index=5&list=PLA33DAC367E40FE03

Ch.5- Developing a Global Vision

Native Instruments has grown its manufacturing companies throughout the world because of its growth due to the transition to electronic based music. Since Native Instruments is the leading manufacture of computer audio based music, it has been able to expand its offices from its home office in Berlin, Germany to places such as Tokyo, Shenzhen, London, and even here in U.S. located at Los Angeles, California.

Ch.4- The marketing enviornment

 Since Native instruments is a company based solely on music production, the target market that they specifically focus on is people that actually make music or have an interest in spending money on music like products, whether it would be Djs, music producers, or just an ordinary person that like to compose music.

Ch.3- Ethics and Social Responsibility

Native Instruments believes in providing people with the most effective and highest quality sounds and music kits for successful music and audio quality possible. One of their ways of doing so is education wise, donating their products to music production based colleges such as Manchester Midi School, Berklee College of Music, and SAE institute.

Ch.2- Strategic Planning for Competitive Advantage

Native instruments today is currently one of the most famous companies today that provide music production tools for DJs and Music composers in general. Native instruments came about in 1997, when music and audio production transition to computer or "the box". Native Instruments to this day is still relevant because of its consistency of providing electronic devices for music composers such as Maschine, which is a groove production machine that consists of sample sound kits such as piano, synths, drum kits, vocals, and so on. There are other groove machines out there as well such as mpc, korg, casio, etc. However unlike these machines, Maschine actually the ability to make patterns within the machine and alter the frequencies of certain drum loops and piano patterns without the need of a computer audio program (although a computer can be used for a Maschine). Its simplified to where anybody can be able to learn how to compose music and create the best track possible from a professional music composer to an amateur. In fact, since the music making process is less complicated on the Maschine, certain music producers like Ski beatz use maschine because it gets the job done quicker. To conclude this, Native Instruments create music productions tools that make it easier for music composers to create, record, sequence and process instruments in the composing process, which as a result allows them to create revenue.

Ch.1- The Overview of Marketing

Mission statement:

Native Instruments is a leading manufacturer of software and hardware for computer-based audio production and DJing. The company's mission is to develop innovative, fully-integrated solutions for all musical styles and professions. The resulting products regularly push technological boundaries and open up new creative horizons for professionals and amateurs alike.