A MUSICAL VOYAGE - Royal Australian Navy

- 26 -
The specific product attribute, 35 which is based on quality, should not change. However,
the acknowledged benefits attribute, 36 which is based on broad-range capability, needs to
be adjusted to take account of severe budgetary conditions. Furthermore, pro-active
measures must be taken to ensure the band continues to be perceived by its customers as
an organisation that supplies quality cost effective products; and importantly, the
marketing effort must support its positioning strategy. After all, successful product
positioning requires an organisation to ensure that all components of its marketing mix are
consistent with its advertising messages. 37 Also, the band must ensure that training
packages remain relevant for today’s band, and support the product attribute. Training
goals should align with category goals. Importantly:
• The band’s current promotional material is outdated and poorly presented.
The promotional material must be updated, redesigned, and presented in a
professional format suitable for all forms of media.
• The positioning strategy must also be effectively communicated to its
external and internal customers; an important consideration here is the
first line of exposure or the ‘people to people’ interaction.
• A thorough training review should be conducted, which examines category
training liability, course design and content.
Further positioning opportunities can be achieved by producing recordings and marketing
them throughout the national library networks, radio stations, and the school system. Live
to air radio broadcasts present further positioning opportunities; this form of media also
generates a perception of quality. Furthermore, participation at major community events
will achieve wider regional and national exposure.
Brand Navy is about Navy’s people, values, image and reputation – it is about the way we as
a Navy present ourselves to the Australian community and the rest of the world. Our brand
is Navy’s brand and is about who we are and what we promise to deliver. Through effective
branding we can improve public perception of Navy whilst increasing their awareness of our
role and achievements. Brand Navy is about taking control of our image, improving our
reputation and presenting ourselves as professionals. We need to support and be proud of
our brand, but also understand that if we damage the Brand we damage the Navy’s
reputation.
The RAN Band seeks to be a world class military organisation which provides quality
ceremonial, musical, and public relations support for the Royal Australian Navy. It
must implement benchmarking standards by comparing its product with national and
international organisations, measuring and evaluating its performance, and readjusting
strategies when required. 38
Recommendation No 11: Updated the band’s promotional efforts to standards that
reflect a world class organisation and include:
• annual recordings—which demonstrate the product quality and diversity— to
be distributed free of charge through national and community libraries,
secondary colleges, and commercial and community radio stations;
• a newsletter to inform the wider community and current audiences of its
activities;
• a professionally produced brochure which annunciates the bands role and
values; and
• a national mailing list and website.
35 McColl-Kennedy, J.R op.cit., pp. 266-267.
36 loc.cit.
37 QUT GSN408 (2000) Study Guide, p. 73.
38 ibid, p. 170.
Royal Australian Navy Band: A Musical Voyage