This document proposes launching a music streaming app called Pandora in India. It notes that India has seen huge growth in smartphones and internet usage. Pandora will provide an integrated platform for all genres of music, addressing an unmet need. It will have free and paid subscription options. The goal is to cater to those seeking new music and eliminate piracy while being a leader in music distribution. The strategy involves collaborating with home/car companies and providing music across devices and platforms.

2. Executive
Summary

3. • 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.

4. • India has seen a huge growth in the
smartphone market in the last
decade, still growing.

5. • The number of internet users over
mobile phones is also increasing
rapidly.

6. • 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.

7. • Convenient for music lovers of all types
• Users can create and modify

8. “ It is an unmet need that needs to
be addressed and app like Pandora
can be the solution”

10. 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

11. • 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.

12. Types of subscription
• Consumer will have two options to choose
from within the app
FREE Subscription
PAID Subscription

13. 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

14. 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.

15. GOAL

16. 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

17. To be a step in eradicating PIRACY.

18. To maximize profits and to be a leader in the
music distribution industry

19. STRATEGY

20. At your home
• Pandora can be streamed directly through
1,700 connected devices.

21. 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.

22. 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.

23. 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.

24. Collaborators

25. With home devices

26. With Car Companies

27. 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

28. Context
• The app is launched keeping in mind the
requirements of Indian customers
• The app will provide the customer with
“A personalized listening experience”

29. • It will be available on these
platforms
• It will be displayed in the Music
category of each store respectively

30. 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.

31. Customer Value
• An all in one app for the consumers music
needs
• New music relevant to the customer specific
interest anywhere, anytime

32. 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

33. Threats
• Traditional radio stations
• Increasing reach and popularity of
competitors
• Entry of players due to growing market
• Free music downloading interfaces

34. Tactics

35. Brand
• Tagline
“Let there be music”
• Logo

36. 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.

37. 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.

38. • It will be available online on these
app markets for the following
platforms
Distribution

40. 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.

41. Advertisements
• Sponsoring music reality TV shows
• Music celebrity endorsements.
• Sponsoring music award shows.
• Organise a new recording show in competition
with the coke studio

42. Offers
• Offers on subscription will be given time to
time
• Offers will be provided to the consumers of
the collaborating companies

43. Summary
“We want to provide our customer with a
personalized music experience anytime,
anywhere”

44. Disclaimer
This presentation is created by
Divyanshu Prasad, IIT Bombay,
during a marketing management internship by
Prof.Sameer Mathur, IIM Lucknow

45. THANK YOU !