Napster
RMIT International University Vietnam
Bachelor of Commerce Program
Assignment Cover Page Subject Code: | ISYS2110 | Subject Name: | Internet for Business | Location & Campus (SGS or HN) where you study: | RMIT Vietnam | Title of Assignment: | Case Study 3 | Student name: | Nguyen Thi Xuan ThaoTran Minh TienVu Hoang AnhDang Huynh Phuc | Student Number: | S3344173S3324264S3324522S3344162 | Teachers Name: | Rupan Kanti Das | Group Number: | 2 | Assignment due date: | 27/07/2013 | Date of Submission: | 27/07/2013 | Number of pages including this one: | 8 | Word Count: | 1000 |
Contents I. Product 3 II. Promotion 3 III. Price 5 IV. Place: 5 V. People 6 VI. Process 6 VII. Physical evidence 7 VIII. Reference: 8
I. Product
Napster offers music tracks that can be stored on customer’s hard disks in MP3 format. According to Chaffer 2009, this type of product is digital product which typically is information products that can delivered over the web. Napster differentiates itself from traditional music providers at the time when it offers customers convenience in finding and listening to music without putting efforts in go to stores to buy CDs. With the offer of 6 million tracks and a various kinds of payment online, Napster has gained competitive advantages over its competitors when applied technology innovation effectively. Besides traditional music providers, Napster also gets competitors from other online music providers like Apple iTunes and Amazon, however, while others charge money by each song, album customers download, Napster provides subscription service which requires customers to pay a fix amount of money in a month to listen as many track as they wish (Chaffey 2009). II. Promotion
Napster’s marketing strategy mainly focuses on building brand identity, particularly promoting the subscriptions service. They apply both offline and online methods:
- Offline marketing program:
Bachelor of Commerce Program
Assignment Cover Page Subject Code: | ISYS2110 | Subject Name: | Internet for Business | Location & Campus (SGS or HN) where you study: | RMIT Vietnam | Title of Assignment: | Case Study 3 | Student name: | Nguyen Thi Xuan ThaoTran Minh TienVu Hoang AnhDang Huynh Phuc | Student Number: | S3344173S3324264S3324522S3344162 | Teachers Name: | Rupan Kanti Das | Group Number: | 2 | Assignment due date: | 27/07/2013 | Date of Submission: | 27/07/2013 | Number of pages including this one: | 8 | Word Count: | 1000 |
Contents I. Product 3 II. Promotion 3 III. Price 5 IV. Place: 5 V. People 6 VI. Process 6 VII. Physical evidence 7 VIII. Reference: 8
I. Product
Napster offers music tracks that can be stored on customer’s hard disks in MP3 format. According to Chaffer 2009, this type of product is digital product which typically is information products that can delivered over the web. Napster differentiates itself from traditional music providers at the time when it offers customers convenience in finding and listening to music without putting efforts in go to stores to buy CDs. With the offer of 6 million tracks and a various kinds of payment online, Napster has gained competitive advantages over its competitors when applied technology innovation effectively. Besides traditional music providers, Napster also gets competitors from other online music providers like Apple iTunes and Amazon, however, while others charge money by each song, album customers download, Napster provides subscription service which requires customers to pay a fix amount of money in a month to listen as many track as they wish (Chaffey 2009). II. Promotion
Napster’s marketing strategy mainly focuses on building brand identity, particularly promoting the subscriptions service. They apply both offline and online methods:
- Offline marketing program: