Harvard Case - Opera Philadelphia: Segmentation Strategies for Changing Markets
"Opera Philadelphia: Segmentation Strategies for Changing Markets" Harvard business case study is written by Dennis Paris, Jean Wilcox, Amy Lavin, Sheri Lambert. It deals with the challenges in the field of Marketing. The case study is 15 page(s) long and it was first published on : Aug 16, 2019
At Fern Fort University, we recommend Opera Philadelphia adopt a multi-pronged segmentation strategy focused on attracting new audiences while retaining existing patrons. This strategy will involve leveraging digital marketing, innovative programming, and targeted pricing to appeal to diverse demographics, including younger generations, families, and culturally diverse communities.
2. Background
Opera Philadelphia, a renowned opera company, faces a challenge: attracting new audiences in a rapidly changing market. The company's traditional audience, primarily older and affluent, is shrinking, while younger generations are less familiar with opera. The case study highlights the company's efforts to engage with new audiences through initiatives like 'Opera on the Go,' a program that brings opera performances to unconventional venues. However, Opera Philadelphia needs a more comprehensive strategy to achieve sustainable growth.
3. Analysis of the Case Study
We will analyze Opera Philadelphia's situation using the following frameworks:
- Market Segmentation: This framework helps identify distinct groups of customers with unique needs and preferences.
- Brand Positioning: This framework focuses on establishing a clear and compelling brand image in the minds of target audiences.
- Consumer Behavior Analysis: This framework examines the factors influencing consumer decisions, including cultural influences, social trends, and personal values.
- Competitive Analysis: This framework assesses the strengths and weaknesses of competitors to identify opportunities for differentiation.
Market Segmentation:
- Traditional Audience: Affluent, older individuals with a strong appreciation for classical music.
- Younger Generations: Tech-savvy, diverse, and seeking engaging, accessible experiences.
- Families: Parents and children looking for family-friendly entertainment.
- Culturally Diverse Communities: Individuals from various cultural backgrounds interested in experiencing opera in a welcoming and inclusive environment.
Brand Positioning:
- Traditional Positioning: Opera Philadelphia is known for its high-quality performances and commitment to classical opera.
- Desired Positioning: Opera Philadelphia should be perceived as a dynamic and accessible art form for all, embracing innovation and inclusivity.
Consumer Behavior Analysis:
- Younger Generations: Value authenticity, affordability, and digital experiences.
- Families: Seek engaging and educational entertainment for all ages.
- Culturally Diverse Communities: Desire representation and cultural relevance in programming.
Competitive Analysis:
- Competitors: Other arts organizations, entertainment venues, and cultural events.
- Competitive Advantages: Opera Philadelphia's unique history, artistic excellence, and commitment to community engagement.
4. Recommendations
1. Develop Targeted Marketing Strategies:
- Digital Marketing: Utilize social media platforms, online advertising, and content marketing to reach younger audiences.
- Targeted Advertising: Utilize data analytics to identify potential customers based on demographics, interests, and online behavior.
- Influencer Marketing: Partner with relevant influencers to promote opera to new audiences.
- Community Outreach: Engage with local communities through partnerships, workshops, and free performances.
2. Expand Programming and Offerings:
- Innovative Productions: Develop contemporary operas and reinterpretations of classic works to appeal to a wider audience.
- Family-Friendly Performances: Offer interactive performances and educational programs for families.
- Culturally Diverse Programming: Feature works by diverse composers and performers, reflecting the rich tapestry of the community.
3. Implement a Flexible Pricing Strategy:
- Tiered Pricing: Offer different price points to accommodate diverse budgets.
- Discounts and Promotions: Provide discounts for students, seniors, and families.
- Subscription Models: Offer flexible subscription options that cater to different attendance patterns.
4. Enhance Customer Experience:
- User-Friendly Website: Develop a website that is easy to navigate and provides information about performances, tickets, and events.
- Mobile App: Create a mobile app that allows users to purchase tickets, access program notes, and receive updates.
- Personalized Communication: Utilize CRM tools to send targeted emails and messages based on customer preferences.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core Competencies: Opera Philadelphia's core competencies include artistic excellence, community engagement, and innovation. These recommendations leverage these strengths to attract new audiences.
- External Customers: The recommendations address the needs and preferences of diverse target markets, including younger generations, families, and culturally diverse communities.
- Internal Clients: The recommendations support Opera Philadelphia's mission to provide high-quality opera experiences for all.
- Competitors: The recommendations differentiate Opera Philadelphia from competitors by focusing on innovation, accessibility, and inclusivity.
- Attractiveness: The recommendations are expected to increase revenue, expand reach, and enhance brand equity.
6. Conclusion
By implementing these recommendations, Opera Philadelphia can effectively segment its market, attract new audiences, and ensure its long-term sustainability. The company must embrace innovation, diversity, and accessibility to thrive in a rapidly changing cultural landscape.
7. Discussion
Alternatives:
- Focusing solely on traditional audiences: This approach would be unsustainable in the long run as the traditional audience shrinks.
- Ignoring digital marketing: This would limit the company's ability to reach younger generations.
Risks and Key Assumptions:
- Changing consumer preferences: The recommendations assume that consumer preferences will continue to evolve towards more inclusive and accessible experiences.
- Financial resources: Implementing these recommendations will require financial investment, which may need to be secured through fundraising or partnerships.
8. Next Steps
- Conduct market research: Gather data on target audiences and competitive landscape.
- Develop a marketing plan: Outline specific marketing strategies, tactics, and budget allocations.
- Implement pilot programs: Test new programming and pricing strategies with specific target audiences.
- Monitor results: Track key metrics, such as audience growth, revenue, and brand awareness, to assess the effectiveness of the strategy.
By taking these steps, Opera Philadelphia can successfully navigate the changing market and continue to deliver exceptional opera experiences for generations to come.
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Case Description
Between 2010 and 2015, Opera Philadelphia experienced a steep decline in household subscribers and single-ticket buyers, coupled with severe revenue fluctuations. At that time, market behaviours had changed along with growth in more sophisticated use of digital media for entertainment and social interaction. The general director's critical objective for the Opera was to develop a fresh strategy that specifically targeted evolving tastes for opera performance in Philadelphia and the surrounding area. The Opera had to determine whether it needed to revise its segmentation and positioning strategy, as well as make adjustments to its product. This new strategy also had to provide protection for and prevent further loss of the Opera's existing subscription audience, many of whom were loyal donors.
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