This presentation was created by Akhil Vempali ,NSIT Delhi, during a marketing internship by Prof. Sameer Mathur , IIM Lucknow.

1. Marketing Strategy for YUPlayer
Akhil Vempali, NSIT, Delhi.

2. Situation Analysis
Company overview
This app will be the company’s first product launch.
Limited amount of capital is present which needs to be used for R&D of the app.
Scarce funds for marketing of the app.
Market overview
The music player segment has a lot of established brands like Play Music, PowerAmp, Black
Player.

3. Situation Analysis
Target Customers
The base for target customers in this segment is very large.
We wish to engage all the customers on social media onto our platform for music streaming.
Since the app functions like a music streaming service theoretically the market share of music
streaming service can also be captured.

4. Goal
To get a significant market share in the music service industry.
To make the app an industry standard.
To have the highest number of subscriptions.
Have the highest ratio of number of paid users to number of free users.

5. Identifying the target market
Why do customers need YUPlayer?
A lot of times people need to share their songs/playlists with their friends and peers.
Our app can make that process easier and more natural.
With the integration of a social media platform onto the player.
Who needs YUPlayer?
People who listen to music on a daily basis and whose friends are also interested in similar kind of
music.

6. The Collaborators
Who are the collaborators?
The key collaborators have to be the social media company with which we are planning to integrate.
Music artists, so that we can publish their music on our platform.
What will the collaborators gain?
For social media platforms it will mean more application that will support their login.
Hence it will mean that their social media platform is more useful.
For artists, they will get a large audience where their songs can easily become viral.

7. The Competitors
Who are the major competitors?

8. The Competitors
What are the USP’s of our competitors?
Spotify- Largest collaboration with music artists hence huge collection of songs.
Saavn - Indian version of spotify, also works on subscription based model.
Soundcloud- Allows users to publish their own songs which can be discovered by other users.
Among the competitors Spotify has the largest market share in terms of
subscriptions and also has the highest ratio of number of paid users to number
of free users.

9. Why is YUPlayer relevant today?
We have enough computing power now to integrate social media platform’s
capabilities into music player apps and have them work seamlessly.
Customers now are more willing to pay for subscription based model for music.
Social media has a very large user base now.
No application exists that lets customers share their music with friends or
collaborate together to make playlists.

10. App characteristics
YUPlayer will have a homepage, the homepage will be unique to every user.
Homepage will show what your contacts on social media, who are currently
logged, in are playing and what is currently trending among your peers.
User can also let other people know what he/she is listening to by instantly
sharing the music via a toggle button in the ‘playing now’ screen.
The whole app will have minimalistic design and an easy to use interface.

11. The Experience
User will see recommendations from friends and what their favorite songs are.
The app’s main focus will be connectivity and simplicity.
It will also work offline as a conventional music player.
Based on trending songs among the contact’s of user, the app will generate a
weekly top chart.
Apart from this, the app will also give recommendations according to the genre
and type of music the user prefers.

12. The Brand
The ‘YUPlayer’ brand will be a new entry in the market.
We can develop brand equity by various associations with music artists who will
be collaborating with the brand.
This will help the brand gain a lot of popularity.
The logo design will signify simplicity and interconnectedness , two very
important characteristic of the app.
The slogan for the brand will be - ”Music to socialize”.

13. Revenue generation
The app will be free to use and users will be able to create an account on the app
for free.
The one way of generating revenue will be through advertising spots that will be
sold to different firms to place their advertisements.
Instead of having visual ads, the ads will be only 15sec audio ads that will be
played randomly after some songs.
These ads will be more engaging than visual ads as the user won’t be able to skip
these ads and he/she will have to listen to it.

14. Revenue generation
Another revenue stream that can be used is introducing subscription based
accounts.
In this the user can upgrade to a premium account which will be ad free.
Ads can also be subtly placed in album artworks of the music labels and a part of
the revenue generated can be given to the artists for giving their permission to
do so.
This will generate additional revenue.

15. Incentives
The subscription price will be set at $2/pm for individual user and $1/pm per
person in family or group subscription.
School and college going students will also be given the subscription at $1/pm.
Referral points system will be present in which the person who refers will be
given points.
These points can then be used to get a discount on their next month’s subscription
fee.

16. Further scope of expansion
The app can transcend to desktop also where the user can have a much richer
experience.
Later, we can also start to sell movies which can be downloaded by the user.
We can further provide cloud services to user so that he/she can save their
content off their devices and only download when required.
The vision for YUPlayer is to become the complete entertainment system that
provides content which can be spread by users and their peers.

17. Implementation strategy
For collaborating with artists we can directly approach music labels and
distributors to get the music rights.
Since a very low revenue is being used for advertising we can use this revenue to
optimise the app experience.
Social media platforms like facebook API and twitter API can be used to
implement login and account info methods.
Further these companies can be contacted to integrate their interface into the apps
platform.

18. Thank You