Saturday, January 22, 2011

PLC Management on The American Idol Season 10

By Fred Victor

The premiere American Idol (hereinafter called AI) auditions have finally returned on the 19th day of January 2011, the first episode was aired with New York / New Jersey.

After 9 years of running, the American Idol Season 10 is a classical example of maintaining a product in a declining stage (in my personal opinion) within the Product Life Cycle (PLC) process – possibly rejuvenating it by adding “new features” and finding “new users” and “viewers”.

Instead of using unfashionable ways like price theory. Some tactical strategies have been deployed by the FOX and AI show producers. Let’s take a shot:-

The show’s producers lowered the minimum age requirement from 16 to 15 years old (market development strategy of Ansoff Matrix); the FOX and show producers intended to further develop “new” market so to access broader market consumption (e.g. new participants and viewership).

Stunning new judges hired (celebrity endorsement of A&P Strategy) – Jennifer Lopez and Steven Tyler feat. Jimmy Lovine (Chairman of Interscope Geffen A&M Records who acts as in-house mentor) to replace Simon Cowell, Kara DioGuardi and Ellen Degeneres. The show producers have tempted to further qualify the use of celebrities in their marketing campaigns, thus enhancing the AI’s awareness, appeal, and relevance to AI’s brand image – ultimately, influence hits on consumer buying behaviour.   

Moreover, the AI promos for idol were aired earlier on TV – round the clock since 7th January 2011 (repetition theory of communication and/or consumer buying behaviour).

The first AI promo video reveals Kelly Clarkson, Lee DeWyze, Ruben Studdard etc. that “where they came from” before this AI season 10. The AI 10th season’s slogan – “Who’s next?” appears (hero effect of consumer behaviour).

In another AI promo video, you’ll see footage from the audition rounds featuring Carrie Underwood, Taylor Hicks and Fantasia Barrino. To witness the powerful promo video which attacks both potential participants’ and viewers’ emotions and dreams, click here

So what do you think about the changes of American Idol Season 10 is making? As a Marketer’s point of view, are you getting excited for the new season?

Like Randy always says: “Yo dog (dawg) / dude, that was hot!”

What do you think? ;-)

End Note

This article is about the marketing term (of PLC management) to describe the life of a particular product in a particular market. PLC management in marketing term refers to the management through a sequence of stages from introduction to growth, maturity and decline. The American Idol Season 10 is a classical example – maintaining the product, possibly rejuvenating it by adding new features and finding new users.

The PLC management in engineering term refers to managing product design and production details.

Celebrity endorsements have proven successful in China recently where, due to increasing consumerism. In fact, it is considered a status symbol to purchase an endorsed product.

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