2. What is Fender ?What is Fender ? Worlds leading guitar manufacturer. Leo Fender, started as an amp builder. First (popular) electric bass guitar

3. Product rangeProduct range  Electrical guitars  Stratocaster  Telecaster  Bass guitars  Precision  Jazz  Jaguar  Acoustic guitars  Amplifiers

4. Target audience & imageTarget audience & image High-end products Quality Design American company Squier by Fender

5. Fenders best advertisingFenders best advertising Avril Lavigne, Bruno Mars, Bloc Party, Chriss Shifflet (Foo Fighters), Sum 41, David Gilmour, Eric Clapton, Jimi Hendrix, … www.fender.com/artists

6. Positioning Cheap  expensive Again, Squier by fender

7. Packaging and sloganPackaging and slogan