The Pearl Drum Company

Paper Summary:

This paper examines the Pearl Drum Company, which began in Japan in April 1946, initially as a manufacturer of music stands and, eventually, as a producer of bass and snare drums and stands. It looks at how Pearl drums are created to be a product that consumers will be proud to purchase and the importance to the company that musicians want to be associated with them. It looks at how they focus strongly on producing quality products and on being perceived as one of the best companies in the industry. It also shows how they also focus on creating an image for the company that matches what musicians are looking for, an image of success, and an image closely linked with the high energy world of the music industry.

From the Paper:

"The Pearl Drum Company has also been aware that the best option for promoting their products is to have significant bands using them. This has resulted in the company supporting and sponsoring various bands and musicians. When these bands are successful, the Pearl name is effectively promoted. For the average consumer, they might see the Pearl name on the drum set at a concert or on a film clip. This is an effective promotional option from Pearl, and one that costs less than actually creating advertisements. In addition, Pearl also reaches the market of musicians and drummers by this method. In the music industry, it is often known which brand of drums musicians use. The Pearl Drum Company supporting a drummer who is respected by other drummers is an effective promotional strategy."

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