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.