WEEK 27: CASE STUDY

LADY GAGA

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

Lady Gaga became famous when is released her first single album Fame. Though she has been a target of controversy she has been able to sell 23 million albums and gain a huge number of fan base. The Forbes magazine distinct her as one of the world’s most powerful celebrities. The main reason behind her success is her talent, great voice, over the top wardrobe, and her ability to adapt to ever changing music industry. She has been successful to create a brand by exploiting the opportunities in the market through various marketing tactics. She took advantage of the social network medias that led her to fame in no time. She utilized the product placement strategy to brand her image by advertising and performing live by being one with audience rather than approaching them in the traditional manner. The main reason for her sustainable fame is:

• Being loyal to fans with her music
• Focusing only on one percent of fans that are highly engaged
• Standing up for issues that she believed in and sharing her thoughts
• By giving her following fans names as “little monsters” giving them a strong sense of belonging.
• Changing her image regularly and radically with the environment
• Taking advantage of the digital media as a part of her social media strategy
• Being unique through her outrageous fashion
• Using simple lyrics that can be sung by any one around the world.

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

Though she is very famous not everyone loves her. Many other artists and critics criticize her as being imitative rather than original. She is considered as identity thief because she portray herself as singing for rebellious and freaks when she is none of those. Today the music industry has a fierce competition. To survive in this competition she must focus on her competitive advantage over others. We can do internal analysis to address her advantage over others and continuously grow over time.

• Visibility: she has great singing ability and potential. Her sense of fashion is unique. She should present her abilities in her stage performances and exploit her talent to the best of her ability
• Credibility: her straightforward attitude and loyalty to the fans should remain unchanged if she wants to determine her success
• Expertise: she has a great understanding of the industry and what her audiences want. Her strategies should evolve with the environment where technologies advance over time.
• Power: she is one of the most powerful artists with excellent music skills. She has influenced many people that copy her style. Therefore, she should continuously change her style and try different genres that are in trend.