Marketing plan to launch SPOTIFY in Indian market

1. Marketing Plan for SPOTIFY
Android app in Indian Market

3. Executive Summary
 Brief overview of the situation
Who doesn’t love to listen music. Sometimes, of
their choice and sometimes, someone else’s taste.
People share emotions with music. From kids to
aged, everybody have their own playlist to tune to.
 Company’s Product
The product is an android app where an user
can randomly tune to any song/genre he
wants to listen and will get suggestions from
the app on what to listen next.

4. Executive Summary
 Company’s GOAL
Company’s goal is to make music available for
everyone by using pull strategy of marketing.
Initially they launched this app in USA &
Europe and managed to pull a good
percentage of users.

5. Executive Summary
 Proposed course of action
The main focus on initial days should be on
app publicity as this is a foreign brand and
there are other music apps inside the country.
In the first phase the revenue should be cut
short and more focus must be given on user
experience. After successful completion of first
we may move to our second phase with our
existing knowledge gained and revenue
generation will be given priority.

6. Situation Analysis
Company Overview
Market Overview
Target customers

7. Company Overview
 Spotify is a music, podcast, and video
streaming service which provides digital
rights management-protected content
from record labels and media
companies
 Spotify is available in most of Europe,
most of the Americas, Australia, New
Zealand, and parts of Asia

8. Company Overview
 Spotify is a freemium service, meaning that
basic features are free with
advertisements, while additional features
are offered via paid subscriptions, including
improved streaming quality and offline
music downloads.
 It is available for most modern devices,
including Windows, macOS, and Linux
computers, as well as iOS and Android
smartphones and tablets

9. Market Overview
 TOP competitors
(Only inside Indian market)
Competitors name Number of downloads
Gaana app/Gaana.com 50,000,000
Saavn 50,000,000
Wynk 10,000,000
Hungama 10,000,000

10. Target customers?
 Entire strata of age group but mostly
teens ageing between 12-22
 We can have different approach to reach
out to different segments of age group
 We need to reach out to them in their
“ME TIME”

11. GOAL
 The first goal is to get 5,000,000
downloads within 6 to 8 months with a
conversion rate of (2-5)% i.e. from free
to paid users.

12. GOAL
 For earning revenue from the free
version of the app, Admob will be used.
Admob will generate $1 per 1000 “ad
impressions” and $0.25 per “clicks”.
 If per free user is exposed to 10 ad
impressions then its expected to get a
revenue of $337.75 from the free users
and $2474.5 from paid users (paying a
minimum of $4.99 per month) after 6 to
8 months.

13. Target Market
Value offering

14. Target Market
 Entire strata of age group but mostly
teens ageing between 12-22
 Aged peoples with option of old songs,
the popular songs of their time
 The high class society who will readily
subscribe for membership to explore the
new features of a global app

15. Value Offering
 People who will remain active on this
app for more time will be given some
points. These points can be later used to
get membership instead of paying
money directly.
 Permanent members will enjoy add free
nonstop music and also will be able to
generate there own library which they
can share with other fellow freinds

16. Tactics
 Product
 Service
 Brand
 Communication
 Distribution
 Price

17. Product & Service
 Initially the product will be a free app
with the similar model that is currently
running in other countries
 It is basically an add free app with its
revenue model completely dependent
on it full time subscription membership

18. Product & Service
 In India it is tough to follow the same
model due to high populated middle
class society, who will be using it mostly
 Instead of making it add free like other
countries we should make the revenue
model so as to earn from adds. That is
what even other competitors have as
their revenue model.

19. Brand

20. Communication
 We need to reach out to more number of
users through social media marketing. We
can make it go on trending by paying
$999/day
 Adds on youtube can also be a very
efficient way to reach out to target
customers
 We can even ask our marketing
representatives to hire people who will
distribute it at a personal level in their circle

21. Distribution
 The product will be distributed through
Google Play Store and other stores like
Getjar, SlideMe,etc
 We can also distribute the app in local
language so that it will be more
appealing to the regional users

22. Price
 The pricing model will be similar to
whatever is existing in other countries
 Though, we will be changing it from a
completely add free app to a half add
and half subscribed like revenue model
 In which people can watch adds and
continue using the app or they subscribe
for full time membership and go add free

23. Infrastructure
 There is a need to collect songs in local
language also as India is a vast diverse
country with various language being
spoken all over the country
 There will be a constant need of
modifying the app taking customer
feedback as Indian market is something
that will always remain unpredictible

24. Schedule
 Selecting people from varied back ground
for app publicity in social media sites
should be done within a month, selecting a
pool of approximate 30 regional expert
from all domains of music should also be
hired within a month
 If our firm can’t earn more than $10000 per
month within a period of 6 to 8 months then
the whole marketing plan has to be
reviewed in light of the new data collected
for 6 to 8 months

26. Created by Roshan Raj Mohanty, IIT Madras, during a Marketing Internship by
Prof. Sameer Mathur, IIM Lucknow
DISCLAIMER