Marketing Model for an Android Application along the lines of SaavnMusic App

2. Juke Box
Executive Summary

3. Executive Summary
- Juke Box is a music
streaming website of
English, Bollywood and
regional Indian music.
- This app is along the lines
of Saavn Music app that is
already present in the
Google Play App Store.
- Unlimited free access to
different forms of music to
people all around the globe.

4. Executive Summary
- This marketing plan illustrates
our market segments and the
strategies we are employing
to get customers and create a
solid revenue stream.
- We seek to have tie-ups with
the several artists from the
music industry.

5. Executive Summary
- Alongside that we will collect
data on the number of times
a particular track was played,
track the clicks on the app,
and collect all these sort of
data and share with our
artists.
- Providing them an idea
about the type of songs that
are listened by the users and
current trends.

6. Juke Box Vision

7. Vision
- Our vision is to provide people
with a brief escape of fun over
the course of their normal day.
We do this by providing them
free songs to suit their moods.
- We intend to accomplish this
by leveraging a multi-pronged
approach that involves social
media, email marketing and
search engine optimization
strategies to gain market share.

8. Vision
- Our marketing challenge is
to attract visibility quickly.
- As we gain traction in the
marketplace, word of mouth
will lift our app usage
significantly

9. Juke Box
Situation Analysis

11. Strengths
- Reduce the size of audio
track without having any
impact on the audio
quality.
- Backing from the music
industry as it strives to
remove piracy.
- Doesn't require a fast
internet connection

12. Weakness
- New entry in the market.
- Competitors already have
a stronghold.
- Huge costs in R & D to
reduce music size while
maintaining the audio
quality .

13. Opportunities
- Focus on the younger
generation.
- Novel Karaoke feature in the
Premium Version. This
provides a portable karaoke
to enjoy on the go.
- Can provide low quality
official videos in the
Premium Version. This
market is untapped
currently.

14. Threats
- Piracy may reduce market
share.
- Cut throat Competition
that leads to highly
competitive pricing.
- People may not go for the
premium version and stick
with the free version.

15. Target Customers

16. Target Customers
- Our ideal customer is
between the ages of 13 and
25 who is active on social
networking sites and has a
mobile phone that allows
apps to be downloaded.
- It will also target individuals
who don't listen to main
stream music. Our app has a
section that is specifically
targeted for them.

17. Target Customers
- Youth and young adult
demographic is so large, it
is also very lucrative. That’s
the main reason for our
selecting such a target
market.
- There are countless
products targeting this
demographic, from soda
manufacturers to clothing
designers to hair product
companies.

18. Target Customers
- Companies who already
spend millions of dollars on
marketing to this group are
regularly looking for newer,
more creative ways to reach
this market to reinforce their
brand and sell products.

19. Competitors

21. Juke Box Goals

23. Goals
- Have more than 10 lakh
users by the end of the 1st
year.
- Have more than 1 lakh
premium users by the end
of the 1st Year
- Increase sales by 100% by
the end of year 2.

24. Goals
- Have contracts with major
Indian Artists.
- Earn $500,000 in the first
year though subscriptions.
- Start the video service by
the end of the 1st year.

25. Juke Box Strategy

26. Strategy

27. Revenue Model
- Juke Box has an
advertisement-supported
"freemium" business
model to generate
revenue.
- Juke Box's subscription
service - Juke Box Pro,
offers ad-free and offline
streaming alongside the
Karaoke feature.

28. Customers

29. Customer’s Needs
- Provide good quality music
that doesn't take that much
buffer time and internet
speed.
- Many music lovers want to
support to upcoming artists.
Our app will have a totally
different section that
promotes upcoming
musicians.

30. Customer’s Situation
- The users in this segment
also has limited financial
capacity. Teens typically
get their money to make
music purchases from
their parents, which can
be in the form of gifts or
allowances, or from low
paying jobs.

31. Customer’s Situation
- Older teens and young
adults also have limited
financial capacity yet
choose to spend part of
their disposable income on
music as one of their
sources of entertainment.
- Countless products
targeting the demographic.
Hence, the advertisement-
supported business model.

32. Distribution Channel

33. Distribution Channel
- Google's Android offers an
open source model so
they will likely surpass the
iPhone in the number of
applications available
soon.
- This also eliminates the
need for review and
allows us to post new
updates quickly.

34. Distribution Channel
- As more features are
released for the device, it
will gain market share
- We will also have a
website that makes the
customers about the
latest feature of our app.
- The website also provides
a link to the Google Play
Store from where the user
can download the app.

35. Communication

36. Communication
- We will leverage social
media and word of mouth
for the vast majority of
our marketing using
platforms such as Twitter,
Facebook, Orkut and
Myspace.
- These platforms are
widely used by the
customers in our
demographic market.

37. Communication
- We will make
announcements via
regular tweets and
updates to our fan page
on Facebook.
- We will also use our email
marketing list which is
comprised of people who
have expressed interest in
knowing about the
release of their favourite
music.

38. Communication
- We have segmented our
email list so that we can
send appropriate emails
to media and different
ones to actual gamers, our
customers.

39. Future
Partnerships

40. Facebook
- Juke Box will partner with
Facebook on the Open
Graph platform.
- This deep integration with
Facebook allows music
fans to stream any of Juke
Box’s millions of tracks
using their Facebook
logins and to enjoy their
favourite music from
Facebook.

41. Sony
- Juke Box cracked a
partnership deal with
Sony to acquire Sony’s
entire database of music
catalogue.
- Juke Box has exclusive
rights to all the music of
Sony.

42. Other Partners
- Juke Box has partnerships
with other music labels
like T-Series, Aditya, Tips,
Unisys, YashRaj, Universal,
Warner, and EMI.
- Juke Box’s brand partners
include global names like
AT&T, Bose, Lays, General
Motors, Nokia, Samsung,
and Western Union.

43. Juke Box Tactics

44. Tactics & Implementation

45. Product & Services

46. Product & Services
- The app will a free hub for
unlimited music. Different
languages, genres, will be
accessible to the public.
- Points of Parity :
Free Music,
Custom Playlist,
Access to radio
Music charts.

47. Product & Services
- Points of Difference: Fast
internet connection not
necessary, Lyrics along with
the song provided, Karaoke
Feature

48. Product & Services
- Free Version : Unlimited
Songs (128 Kbps), Non-stop
Radio, Customize your
playlist
- Premium Version: No Ads,
Downloadable Music,
Karaoke Feature, Sync up
to 5 devices, Better audio
Quality (320 Kbps)

49. Product & Services
- Since our app will be tied
to latest music releases ,
we will emphasize our
focus on creativity along
with spectacular service
and speed of development.
- It is important for us to get
to market quickly in order
to capitalize on the latest
releases.

50. Product & Services
- The longer the delay
between all our features
and the music release, the
less the penetration of
our app.
- Juke Box will also
integrated a social
networking feature with
its music streaming
service.

51. Product & Services
- Juke Box allows users to
follow the profiles and
playlists of their friends as
well as celebrities.
- Users can share any song,
album or playlist with
their friends and chat
about music real time.

53. Promotion
- Each of our postings to
social media sites will
include a trackable link so
we know how many
people click on each post.
- Using online tools like link
redirectors, we can also
see how many of readers
and followers repost or
forward such links.

54. Promotion
- We will also include
trackable links within our
email marketing
messages.
- Those who click will find
more information about
latest releases in music
and will be directed to
landing pages.

55. Promotion
- Landing pages are web
pages that contain more
information about the
music including details
and lyrics of the songs.
- These landing pages will
be optimized for search
engines (SEO) so that
when Internet users
search on various
keywords, our pages will
rank higher in the results.

56. Promotion
- Using online analytics
tools, we will be able to
see how many people
click on various links in
our media campaigns to
go to the landing pages
- And the how many of
them, subscribe to our
Premium version.

57. Incentives

58. Incentives
- On our app, we will create
a forum where people can
post and respond to
comments freely as well
as offer suggestions for
new music.
- There will be a like and
dislike button for every
track. However, to vote
you need to register.

59. Incentives
- Forums will require
registration.
- Users who post more
frequently will be
rewarded with a special
tag, a gold star, next to
their avatar
- This is to show other users
that they are a "super
contributor" to the
forums.

60. Incentives
- For our demographic, this
is a badge of honour that
they try to attain proudly.
- These super contributors
will also be given 3
months free access to the
Juke Box Premium
Version.
- Users who refer the app
to others will also be
provided with rewards.

62. Pricing
- Price is dependent on
subscription period.
Pricing for Indian Markets:
- 1 Month Subscription : $ 1.5
- 3 Month Subscription : $ 4.0
- 1 Year Subscription : $ 12.0
- Life-time Subscription : $ 50

63. Pricing
Pricing for International
Markets :
- 1 Month Subscription : $ 3.0
- 3 Month Subscription : $ 8.0
- 1 Year Subscription : $ 25
- Life-time Subscription isn’t
available outside India.

64. Pricing
- Pricing is done keeping in
mind the pricing strategy
of our competitors.
- Our closest competitor
Gaana charges Rs 99 per
month or $ 1.5 per
month. This is irrespective
of the duration of the
customer’s subscription.
Our subscription rates for
International markets are
also lower.

65. Pricing
- Our prices are competitive
in the shorter as well as
longer run.
- Our pricing strategy aims
at building long term and
loyal customers.

66. Created by Vaibhav Agarwal, BITS Goa
during an internship by
Prof. SAMEER MATHUR, IIM Lucknow
Disclaimer