Il Divo is a known member of a genre that might be called operatic pop musical group. Its success can be analysed in the light of one of the latest theories of business management, the blue ocean strategy, and allows us to reflect on how to apply the latter in our business. The idea of forming Il Divo arose from the mind of the producer Simon Cowell, Manager of Sony, and creator of formats such as X Factor. After listening to a song covered by Andrea Bocelli, and after attending a concert by the three Tenors (who also had a great success in its time), came up with the possibility of creating a group that play pop songs with some opera style. Therefore, its members should have had operatic training; In addition, and to try to ensure success, did a casting in which in addition to good voices sought certain physical attractiveness. Their first album, in which versionaban known songs of Frank Sinatra (My Way), Toni Braxton (Un-Break my heart), and others artists, was a great success.
In the second they returned to perform versions of other singers, also achieving very high sales. Since 2004, the year of its launch, they have sold over 25 million albums. The creation of this group tells us about the positioning and the search for new markets. A type of already existing music, as the opera, with a minority audience, got a best selling group, mixing it with pop, and somehow creating a market that didn’t exist, at least to that level of popularity (there are other representatives as Andrea Bocelli or the ten tenors). Blue ocean strategy was defined in the Harvard Business Review by w.
Chan Kim and Renee Mauborgne. The authors distinguish between red, cluttered sharks and oceans filled with blood by the battles that occur, and blue oceans, in which there is no competition, and therefore captures new demand and more profitable customers, can be achieved without a fight against anyone. In this way, the Red oceans are markets perfectly defined and accepted by competitors that are involved, and who fight in the market based on those parameters. Blue oceans are normally born from Red oceans, from a company that seeks a benefit not satisfied in the market, and which can count on demand. Thus was born Il Divo, and can have many other examples, such as the Nintendo Wii (instead of focusing on the graphic power, as its rivals, was oriented to the gameplay), Logan (Renault, through its Dacia brand, which offers a large, simple and cheap, unpublished car in the European market), Ikea (furniture design and at an affordable price(, easy to assemble, and packaged so that they are easy to transport), and so on. That is why this theory, closely associated with the annotated positioning by Ries and Trout in his book the 22 immutable laws of marketing, can serve each one to try and explore other possibilities in your business and create a new market. It is, in short, do not conform with the rules of game established, and invent own rules. It is not easy, but it can become very profitable. And it must be an ongoing process, because competitors can copy us and enter our market, so we must constantly reflect on the ocean in which we are.