South Africa Edition 2

only changed its name to Musica
in 1996. Mom ran the store until
the December holidays, when
Derek joined her.
The Musica brand is the
story of a company that made
people feel, and found a place in
their hearts and minds. It was a
little brand that defied the odds
by connecting with people and
taking them along as it grew.
The first product ever sold
at the Fleetway Record Bar was
a seven single called Ag Pleez
Daddy by Jeremy Taylor. The
first month’s turnover was a
mammoth R65 made up from the
sales of items most of Musica’s
current target market doesn’t
even remember: LPs and seven
singles.
From Fleetway-next-tothe-garage
to the 148 stores
in the Musica chain offering a
massive range of CDs, DVDs,
games, digital music players and
lifestyle accessories, one thing
has never changed: it’s always
been about quality.
THE PRODUCT
Musica’s products add up to
one of the most comprehensive
ranges of CDs, DVDs,
games, hardware and lifestyle
accessories in South Africa.
From the smallest Musica store
to the massive mega-store, the
experience is all about finding
your music or DVD on the wellstocked
shelves, or with the help
of a clued-up assistant.
Whether it’s Afrikaans,
Kwaito, rock, pop or gospel,
it’ll be on a Musica shelf. DVDs
range from new releases of
classics to just-off-the-circuit
blockbusters, and games give
players of all ages the edge on
selection.
For those who like only one
song on an album, there’s the
option of Internet download.
Musica has also created its own
range of specialist products
over the years from quirky
products like a shower curtain
with lyrics printed on it to
a range of CD wallets, bags
etc. It’s not only what Musica
sells but how it sells it. Musica
looks to create differentiation
in the store experience through
knowledgeable staff, store design
and unique ways of promoting
and presenting its products.
RECENT DEVELOPMENTS
A progressive brand, Musica
is always on the look out for
interesting new entertainment
merchandise. MP3 players
have been very popular.
From the iconic Apple iPod
through to budget players and
a comprehensive range of
accessories, this digital category
is becoming an increasingly
important contributor to
Musica’s ongoing success.
Musica launched its gaming
range with the Playstation 2,
and now stocks a full array
of software and hardware:
Playstation, Xbox, PSP and PC.
Always on the move, Musica
opens on average 10 new stores
every year, with a focus on
access to the brand in CBDs,
without neglecting more rural
areas.
In 2006, Musica launched
four Musica Megastores,
previously CD Warehouses,
each offering over 30,000 CD
and DVD and gaming titles.
PROMOTION
Musica’s single point of
difference as an entertainment
retailer is the emotional
attachment that people have to
the brand, and promotions focus
on reinforcing that connection.
Television is the company’s
main promotion media, across
all SABC channels, as well as
Etv and DStv. Print is secondary
with a monthly eight-page insert
appearing in the Sunday Times
Magazine; radio and magazines
round out the mix.
Promotions focus on
new releases and range,
demonstrating the brand’s
specialist credentials. Crucial to
Musica’s success has been the
way in which it has promoted
what it sells. The brand has
recognised the emotions the
product evokes and has sought to
dramatise these in a meaningful
way to the customer, whether on
television or in-store.
The anchor promotion for the
month is used to best explore the
depth of the product on offer. For
example, Rock Month, where a
range of classic rock albums and
DVDs were promoted to allow
customers to replenish their
collections and add something
new. Metallica’s management
described the advertising as
“the best television commercial
for Metallica we have seen
anywhere in the world”.
These monthly anchor
promotions (Refill your
Collection, Awards Month) are
supported by various smaller
promotions focusing on
particular customer bases. Musica campaigns
are highlighted on the brand’s website and an
e-newsletter is sent to customers in Musica’s
growing database. The store environment is
crucial to promotional success and a lot of
effort is paid to creating impactful windows and
engaging, effective in-store point-of-sale.
BRAND VALUES
Musica’s brand values are simplicity, accessibility,
humanity (soulfulness), innovation, irreverence
and authenticity. The brand connects consumers
to entertainment in the freshest, most innovative
and meaningful way.
It’s an entertainment experience, and Musica
spends much energy keeping stores engaging
in their design, while hiring knowledgeable
and enthusiastic staff. Musica offers a unique,
specialist entertainment experience that enriches
the soul while offering value. It is an innovative
brand with a comprehensive and compelling
product selection and a firm belief in the power
of entertainment, the emotions it evokes and its
ability to move souls.
THINGS YOU DIDN’T KNOW ABOUT
MUSICA
First month’s turnover - R65
First CD ever sold - Ag Pleez Daddy by
Jeremy Taylor
As part of Musica’s social investment
policy, the company runs an annual
campaign called Deaf Awareness Week.
This is backed up with the “Give the Gift
of Hearing” campaign, where Musica
raises funds to buy hearing aids for deaf
people
Musica’s most popular DVD title ever:
Happy Feet
Artists who have visited Musica: Freshly
Ground, Hugh Masekela
Acts that Musica broke onto the South
Africa scene include Michael Buble,
Freshly Ground and Shayne Ward
Musica’s custom magazine - Pulse has a
circulation of 65,000, making it one of
the biggest youth titles in South Africa