UK: Yamaha has promoted Nick Cook, currently general manager of Commercial Audio for Yamaha Music UK, to pan-European marketing director Commercial Audio. He will be based at Yamaha's Chiswick (London) EU Support Centre, with some of the division's existing European marketing staff expected to relocate from Hamburg, writes Gez Kahan.
The change, due to take effect on May 1st, takes place against a background of restructure within Yamaha including the establishment of pan-European marketing departments for all divisions.
"This isn't simply imposing the UK's way of marketing on the rest of Europe," Cook told PSN-e. "Different regions have their different strengths which we will draw on - Germany, for example, is very good at marketing to install and at documentation; the UK is good at PR. We want tighter cooperation on key messages to focus the European market as one voice with a uniform strategy."
The benefits extend beyond addressing customers in unison. Market share tends to govern how much clout marketing departments have within any business, and individual European territories carry little weight compared to the US. "This move will give the European operation a lot more influence within the company," Cook predicts.
Meanwhile, the company is also attempting to increase its influence in the hard-fought medium-sized mixer arena, where it has identified a demand for an economically-priced analogue alternative to its digital LS9 series. The IM8 series, launched at the ProLight+Sound show, is available in 24, 32 and 40-channel versions, and pitched at both live sound and installation customers. Prices for the models, which will ship in late June 2008, range from _3198 to _4498.
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