launching pandora app in india
TRANSCRIPT
Executive Summary
• India is all about music and culture.• India being a diverse country has a lot of
languages and hence a wide range of music choices and tastes.
• India has seen a huge growth in the smartphone market in the last decade, still growing.
• The number of internet users over mobile phones is also increasing rapidly.
• With this the population is shifting appreciably towards digital music.
• But lack of an integrated music platform where one could find all genres of music to choose from, is missing and much needed.
• Convenient for music lovers of all types
• Users can create and modify
“ It is an unmet need that needs to be addressed and app like Pandora can be the solution”
Target Audience
• Internet savvy people who are fond of music• People who are always in search of new
music.• People who still listen to radio for music and
want a collaborated worldwide radio
• Eateries , Café ,Restaurants and other vendors who have to constantly play good music to ensure customer satisfaction
• People unsatisfied with the current music options available and want a single integrated platform with a large songbank which can cater to their needs.
Types of subscription
• Consumer will have two options to choose from within the app
FREE Subscription
PAID Subscription
Free subscription
Under this users will have-• 12 skips per day• Audio quality upto 192 kb/s• Advertisements will be played before a song
after some regular intervals
Paid Subscription
It will provide the consumers with the features like:• No Ads: Enjoy your personalized radio
completely free of all ads.• More Skips - Hear the music or comedy you want
with more daily skips.• Enhanced audio quality upto 320 kb/s• Fewer timeouts - Listen for longer periods of
time without the worry of your station pausing.
GOAL
Our Goal will be to cater to all those people
• Who resort to the use of pirated music• Who always keep seeking new kind of music• Who want to keep up with the new music
trends
To be a step in eradicating PIRACY.
To maximize profits and to be a leader in the music distribution industry
STRATEGY
At your home
• Pandora can be streamed directly through 1,700 connected devices.
In the Car
• Pandora can be controlled directly through the dash of nearly 200 models. If you don't have one of these models, you can still listen to Pandora in your car by connecting your mobile device via AUX cord or Bluetooth.
In the Buisness
• Whether you run a neighborhood coffee shop or a national brand, enhance your customers' experience with Pandora, brought to your business by Mood.™
• A Pandora for Business subscription also includes the necessary commercial music rights.
Customer
• Internet savvy people who are fond of music.• People who still listen to radio for music and
want a collaborated worldwide radio, to which they can access anytime, anywhere.
• An integrated platform with a great song bank which can cater to the needs of one and all.
• Large varieties of songs ranging from regional to international music styles.
Collaborators
With home devices
With Car Companies
Competitiors
• No ads for the paid subscribers• 1 month free trial of the paid subscription• Special discounts for the Collaborating
company members• Offers during festive season
Context
• The app is launched keeping in mind the requirements of Indian customers
• The app will provide the customer with
“A personalized listening experience”
• It will be available on these platforms
• It will be displayed in the Music category of each store respectively
Collaborator Value
• Telecom services sales of special data plans made for the pandora app only.
• Advertising of collaborators within the app.• An advantage of the brand equity of Pandora
to the collaborators as their product support Pandora music.
Customer Value
• An all in one app for the consumers music needs
• New music relevant to the customer specific interest anywhere, anytime
Company Value
• Income through advertising• Paid subscriptions as an income source• By the downloads from the respective app
markets• Selling individual albums and songs to non-
paid subscribed customers
Threats
• Traditional radio stations• Increasing reach and popularity of
competitors• Entry of players due to growing market• Free music downloading interfaces
Tactics
Brand
• Tagline “Let there be music”
• Logo
Price
• App can be downloaded for free• A free subscription with ads and a option to
buy single alums or tracks.• A paid subscription without ads and other
benefits• Pricing would be nominal with options of
monthly plans and yearly plans.
Incentive
• Free users get a 1 month subscription of the paid version
• Discount offers during festivals• A referral code system in which new
subscribers can avail discounts on referral codes of already existing users and the latter users get 1 year free extension of paid version on a definite use of their referral code.
• It will be available online on these app markets for the following platforms
Distribution
Advertisements
• Advertisements will be played on the competitors apps.
• Advertising on all music serving websites and on google ad during any music related search
• Advertising on social media sites like facebook, etc.
Advertisements
• Sponsoring music reality TV shows• Music celebrity endorsements.• Sponsoring music award shows.• Organise a new recording show in competition
with the coke studio
Offers
• Offers on subscription will be given time to time
• Offers will be provided to the consumers of the collaborating companies
Summary
“We want to provide our customer with a personalized music experience anytime,
anywhere”
Disclaimer
This presentation is created by Divyanshu Prasad, IIT Bombay,
during a marketing management internship by Prof.Sameer Mathur, IIM Lucknow
THANK YOU !