This document summarizes a hypothetical product case interview for launching a music streaming service called zMusic as part of the online fashion retailer Zalando. The interviewee proposes integrating zMusic with Zalando's existing zPlus subscription service by offering zMusic for free to zPlus customers and vice versa. This would promote both services on Zalando's web and mobile apps to increase zPlus customers and enable cross-selling of fashion. Risks include potential customer churn from increasing the zPlus subscription price. The document also outlines structuring a case approach, market segmentation, product design, go-to-market strategy, and defining success metrics.

1. Nailing the Product Case Interview
by Zalando Product Leaders
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6. Nailing the
Product Case
Gautam Malik | Subir Paul
Zalando SE

7. Introductions
Gautam Malik
(Interviewer)
Head of Product, zDirect Platform at Zalando SE (2014-Present)
MBA, ESADE Business School, Barcelona (2012-2014)
Research and Engineering, Credit Suisse (2006-2012)
Software Engineer, Cendura (2004-2006)
B.Tech. Indian Institute of Technology, Roorkee (1999-2003)
(Interviewee)
Senior Product Manager, Zalando SE (2020--Present)
Experience in Product, Growth & Strategy

8. PRODUCT CASE
Zalando, which is one of the biggest an online fashion retailer and
marketplace in Europe, has decided to enter music streaming
service business. Let's call the music streaming service as zMusic for
this interview.
How would you launch this integrated experience of fashion and the
music streaming service for all its users?
Note: The case (and discussion around it) is completely hypothetical and is just for training of product managers

9. CASE APPROACH
Clarifying questions:
● The current positioning of Zalando (segment, product metrics)
● Build/Buy/Partner questions
● The positioning of the new service (segment, product metrics)
Structuring the analysis:
● Segmenting the Market for the synergistic service.
● Product Design to appeal to a chosen segment.
● Go-to-Market design
● Success Metrics

10. HIGH LEVEL SEGMENTS
● Type of business: 2 Segments
○ B2C (Demand) vs B2C (Supply)
● B2C (Supply): 6 Sub-Segments
○ Zalando Customer vs non-Zalando Customers
○ zMusic Customer vs non-zMusic Customer
○ Competition Music Service customer vs not

11. PROPOSED SOLUTION
● Integrate zPlus with zMusic
○ zPlus is subscription service that gives customers early access to new fashion, express
delivery, and ability to directly talk with a stylist
○ zPlus customers will get free zMusic and vice versa
■ zPlus would promote zMusic and vice versa (on Web and Mobile Apps)
○ Price of zPlus subscription to be increased
● Benefits
○ Increase zPlus customers, who would buy fashion as well
○ Enable Cross-selling
● Risks
○ zPlus customer churn due to price increase

12. TAKEAWAYS
● How to structure the case approach.
● How to think through strategic positioning, synergy from existing
levers and GTM.
● Define product design, growth and success metrics.

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