Marketing Strategy of Music App - based on principles of Kotler and Keller during Marketing Internship under Prof Sameer Mathur, IIM Lucknow

1. MUSIQ : Ultra Quality Music
for U

2. Executive Summary

4. According to researches at BBDO and
AOL, Smartphone users’ most common
time is “me time”

5. This means they spend around 46% time in
relaxation and entertaining themselves.

6. It’s a proven fact that music being
entertaining can also calm people and
relieve them from hectic life . Moreover,
the right music increases creativity and has
spiritual powers.

7. Why not give them something they already like?

8. Presenting…

9. AA one-stop solution for listening to millions of
songs with Ultra high premium quality .
Overview

10. H How the app works?
The app gives you access to unlimited songs
without any interruption by ads.

11. Premium Subscription carries Tremendous
Goodies :
Unlocks Offline music download
Unlimited access to radio and trending
podcasts
Listen and sync across all devices
Cheap and Pocket friendly

12. Goal (2 years…)
Ultimate goal to satisfy the customers along
with:
• Fastest music app to reach 1 M downloads
• Estimated Monthly revenue of $100,000
• Highest rated music app on iOS and G Play
• Promoting different music tastes wide genre
• Creating Brand equity

14. Situational Analysis
Overview of company & target markets

15. Core Competencies
User Empowerment : Diverse genre millions
songs
Free Unlimited access to songs
Ultra Audio Quality
Ability to unlock Offline downloads
Affordable : 10% cheaper subscription than
alternatives

16. Strategic assets
In-app purchases in view of freemium model
Global streaming music revenue
Communication partners

17. Marketing Opportunity
Music apps are the next big thing in complete
mobile makeover , offering a wide genre of
music from rock fans to classic lovers and
country music enthusiasts.

19. Full track downloads and music streaming
still account for $4.7 billion in sales.
There is a move towards offering full track
downloads as a ‘free’ extra to be bundled
with subscriptions.

21. Estimated growth in music market from
the current $14.4 billion to more than $40
billion in 2020.
Full-track downloads the strongest
growth over the next four years
Increasing use of this service by
mainstream artists such as Katy Perry

22. Threats
Global players like Spotify and Google Music
cementing marketing position and increasing
market share
Requires huge marketing budget to create
awareness

23. Competitors

24. Target markets
High School Students : Teens
Business Professionals : Generation X

25. Strategy

26. High school students:
Offers fun and social method of musical
expression that no other music offers by
empowering them to
create playlist according to their mood
sharing them with friends

27. Business professionals:
Most convenient service that has the best
value allowing them to listen to their
favorite music anywhere and anytime and
benefits are worth the cost.

28. Value proposition
Customer Value: Personal, 24/7 customer
service and hassle free payments
Collaborator Value: Successfully competing
with other major players in the industry
Company value: Positive work environment,
good pay, growth potential, pursue interests

29. Tactics

30. Product
Free Version
Unlimited Songs
No Ads Interruption
High Audio Quality
Vast genre of songs according to mood

31. Premium Version
Unlimited Offline Song Available
Ultra Sound Quality
Access to radio and podcasts

32. Brand
Name: MUsIQ
Tagline: Ultra Quality Music for U
Values: Quality, variety, innovation , efficiency

33. Am I any different ?

34. Price
Free version of app helps in generating traffic
and attract new users
Premium Subscription at just $0.89/ month per
device which is 10% cheaper than the cheapest
alternative

35. Incentives
Customers: rebates
Collaborators: recognition and self-worth
Company: Rewards, bonuses and recognition :

36. Distribution
Google Play Store iOS Store

37. Implementation
Continuously monitor the traffic and update servers
Collaborate with upcoming singers to directly
feature their content exclusively
Hire app developers and brief them with design and
working
Search for potential investors for financial aid

39. Disclaimer
Created by Saket Bangur , RVCE, during a Marketing
Internship by Prof. Sameer Mathur , IIM Lucknow