Project Proposal 2
SPOTIFY
Segmentation & Positioning Strategy
Prepared for: Trenz Pruca, Title
Prepared by: Shannon Casey,
13 May 2014
SPOTIFY
EXECUTIVE SUMMARY
Spotify aims to make music more accessible by breaching the gap between musicians and music listeners. By creating a legal streaming service which benefits both the consumer and musicians. The industry is in a period of rapid growth especially in terms of the way by which people are experiencing and accessing music. By being a part of this... By determining and analysing our customer base we can develop
Spotify aggregates music from right holders, distributes it to consumers through desktop and mobile software platforms and monetises both through a free ad-funded service and a paid subscription service. This two tier system targets different consumers and overall provides a service which caters to a broad range.
The purpose of this proposal is to outline a strategy for targeting the identified segment group of 18 - 24 year olds through service design and strategic promotion.
SPOTIFY
Introduction
Music is rapidly evolving in the way people listen to, share and experience it. The area of digital music has greatly changed the way in which music is sourced and distributed. As music is increasingly becoming digitalised, it is difficult for the original distributors to keep up with this ever changing landscape and stay current, relevant and ultimately economically viable. In a rapidly changing marketplace determining target market segments and creating a competitive differentiation is essential.
Background
Digital music distribution services grew out of the unauthorised peer-to-peer file sharing phenomenon of the late 1990s. This caused a great shift in the way music was shared and listened to from piracy and iTunes downloading to on-demand streaming from YouTube and others. While physical music product markets are declining rapidly, online digital music markets have been rapidly growing, however the majority of these
Segmentation & Positioning Strategy
Prepared for: Trenz Pruca, Title
Prepared by: Shannon Casey,
13 May 2014
SPOTIFY
EXECUTIVE SUMMARY
Spotify aims to make music more accessible by breaching the gap between musicians and music listeners. By creating a legal streaming service which benefits both the consumer and musicians. The industry is in a period of rapid growth especially in terms of the way by which people are experiencing and accessing music. By being a part of this... By determining and analysing our customer base we can develop
Spotify aggregates music from right holders, distributes it to consumers through desktop and mobile software platforms and monetises both through a free ad-funded service and a paid subscription service. This two tier system targets different consumers and overall provides a service which caters to a broad range.
The purpose of this proposal is to outline a strategy for targeting the identified segment group of 18 - 24 year olds through service design and strategic promotion.
SPOTIFY
Introduction
Music is rapidly evolving in the way people listen to, share and experience it. The area of digital music has greatly changed the way in which music is sourced and distributed. As music is increasingly becoming digitalised, it is difficult for the original distributors to keep up with this ever changing landscape and stay current, relevant and ultimately economically viable. In a rapidly changing marketplace determining target market segments and creating a competitive differentiation is essential.
Background
Digital music distribution services grew out of the unauthorised peer-to-peer file sharing phenomenon of the late 1990s. This caused a great shift in the way music was shared and listened to from piracy and iTunes downloading to on-demand streaming from YouTube and others. While physical music product markets are declining rapidly, online digital music markets have been rapidly growing, however the majority of these