Agency: Padulo Integrated Inc. | Authors: Scott Luit, Charles Gordon and Douglas Moen |
BMG Canadian Launch Campaign
EXECUTIVE SUMMARY
BMG Music Service is an international music club that sells compact discs and cassettes via the mail. Headquartered in Europe, BMG is the world's second largest media company. Among other companies, it owns record labels RCA, Arista and Ariola; and publishers Bantam, Doubleday and Dell.
In September 1994, BMG decided to launch its mail order music club in Canada. BMG was virtually unknown here at that time. The market was owned by Columbia House the largest music club...