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Industry News
Music Industry NewsNiche marketing helping music retailersRETAILERS of musical instruments have been forced to do niche marketing to survive amid a limited market and a sluggish music industry.Joshua Abraham, marketing manager at one of the industry players, Starmakers Music Sdn Bhd, said the industry consists of niche areas. I have been to the other music shops and spoken with the owners and managers. I have seen the way they do business and I realised that each of them are specialised in their own niche areas. One will be focusing in providing instruments for beginners. Here you can get really cheap stuff.I cannot speak for their quality but the prices are very good and competitive. Others will focus on pianos, classical instruments as well as cheaper products from China,” he said.“Our niche is the high-end market where people are more concerned on the brand, origin of the instruments, lifetime guarantees and brand name. Sales have been very good because we offer products that no other companies offer,” he added.
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