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

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Presentation on theme: "What is Fender ?What is Fender ? Worlds leading guitar manufacturer. Leo Fender, started as an amp builder. First (popular) electric bass guitar."— Presentation transcript:

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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


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