Even more impressive is just how huge this album already is in its first week when compared to some other superstars. Is it the new distribution mediums available? Is it social media and a new era of viral-promotion? Interestingly, her marketing mix, as complex as it may look, is made quite simple by her unique musical ability, which has driven demand in a way that has allowed her label to control a few key elements and thus boost demand in an era when record sales are hard to come by.
Product: At the core of any marketing mix is the product. The better it is, the more opportunity it offers the other elements of the recipe on which to build. There is no doubt that Adele brings to the table a strong product in This is made evident by both the overwhelming industry accolades and sales success of her previous album It climbed to number one on virtually every pop chart around the world at one time or another and has remained on many since its release selling over 11 million copies in the U.
While music tastes are subjective, this is pure empirical evidence that Adele has a strong product on which to build her success. When looked at from a product adoption cycle perspective, it could be argued that 21 had just started to enter its decline phase, thus leaving the bell curve peak of its 11 million plus consumers anticipating a new product from the artist. However, due to decreased promotion and demand drivers, many artists must release to both channels to break through increased noise in the market.
Luckily for Adele, the huge demand for her latest product has allowed her team to forgo releasing her tracks to streaming channels, which has ultimately doubled demand for her physical unit sales and defended another element of her marketing mix β price. This is exactly the case with Many will buy it because they know the product is worth the price.
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