Eric Pinnow
Strategic Message Planner
Native Instruments North America, Inc.
6725 Sunset Boulevard
5th Floor
Los Angeles, CA 90028
USA
Client and Product:
Native Instruments began as music software company in 1996 in Berlin, Germany. Since then, Native
Instruments has developed countless software synthesizers, DJing tools, and music hardware. In 2009, Native
Instruments released the Maschine, an all-in-one groove production studio. Today, NI employs over 300 people
in Berlin and LA. Native Instruments is beginning to enter the mainstream as the Maschine's popularity
increases.
Target Market:
The target market is males 18 – 30. These males are musicians who are living in the city and are more prone to
the hipster lifestyle. These musicians are often interested in technology, art, and music and are early adopters of
technology.
The secondary target market is older males 30 – 45 who may be professionals or hobbyists who are also
interested in technology and music production. These males are transitioning from using things like traditional
vinyl and hardware for DJing and music production and have more money to spend on music creation hardware
and software.
Current Brand Image:
The Maschine is an instrument for electronic musicians with a wide variety of sounds and instruments.
Desired Brand Image:
The Maschine is an inexpensive instrument for any type of musician looking to make music with a wide variety
of sounds and instruments.
Product Benefit:
The Maschine is brings together the sounds of multiple instruments for a stand-alone all in one production
studio.
Competitors:
The Maschine's competitors are Serato and Ableton. Serato is a company that sells digital DJing hardware.
Ableton is a company that sells digital music software. These companies are both competitors because they are
also consumer-oriented with similar target markets as the Maschine.
Advertising Objectives:
To inform the target audience of the key benefits that the features of the Maschine will provide. To also take a
consumer-oriented approach to further brand the Maschine.
Strategic Message:
The sounds alone that the Maschine can produce is enough to replace any musician or instrument. You can even
sample and create your own sounds.
Supporting Benefit:
The Maschine cam emulate the sounds of multiple instruments with one hardware interface, which cuts down on
production cost and time.