The document proposes launching a new internet radio application in India with improved recommendation features. It aims to target music lovers aged 15-35 by launching first in India then expanding internationally. The application would offer online music streaming, social sharing, custom radio stations and a state-of-the-art recommendation engine. It analyzes competition and discusses marketing strategy including pricing, promotions and distribution channels to achieve the goal of 1 million downloads within a year of launching in India.

3. •To introduce a new internet radio
application along with the features
present in normal music players
present in the market.

4. •To introduce a new internet radio
application along with the features
present in normal music players
present in the market.
•Provide users an app with a much
better recommendation engine.

5. •To introduce a new internet radio
application along with the features
present in normal music players
present in the market.
•Provide users an app with a much
better recommendation engine.
•Save time of the users demanded by
the on-demand music streaming
apps.

6. •Target users mainly in the
social media at the initial stage.
•Gather feedback.
•Extend to other potential users
by specific marketing strategy
for youngsters (organizing
relevant events at college
campuses and shopping malls).

8. •Although there are a number of internet radio apps available in
international market, but none of them available in India actually
has a tailor-made recommendation engine.
•Use and popularity of music apps have increased by a
considerable amount in the last few years.

9. •School students and
college students.
•Adult young music
lovers.
•Mostly men and
women aged 15-35.

10. •Lack of a all in one internet radio
music app with all the features of a
quality online music player and a
good recommendation engine.
•People’s urge to connect and interact
with music lovers of similar taste from
all over the world.

13. Music lovers from
all over the world
eager to
experiment

14. •Our mission is to offer an ultimate
music experience to all with a supreme
quality recommendation engine. We
aim to bring all the music lovers from
around the world to the same platform
and offer them an experience like never
before.

15. •To reach out to
1,000,000 downloads
after launching in India
within 1 year.
•Expand in other
markets viz. US,
Canada, European
United Nations,
South Asian
countries by end of
2nd year.

16. •After discussing the goal and analyzing the
situation, lets lay down the strategy for the
company’s marketing plan.

18. •Our strategy focuses on
launching the app country wise
starting with India.
•Staying in regular contact with
customers via different online
methods like social media and
email.
•Further planning to launch in
other parts of the world viz. US,
China, European Countries.

20. •Service (POPs and PODs)
•Price
•Incentives
•Communication Channel
•Distribution Channel

21. •There a number of apps offering values
similar to what we are offering. The following
are the Points Of Parity (POPs) and Points Of
Difference (PODs) with the other available
music apps in the market:

22. •Play online music by genre, artist, or movie.
•Share a song on Facebook, Twitter or other
social networking sites.
•Build a radio station for yourself.
•See the lyrics of the song which is being played.

23. •Find other listeners from all over the world
listening to same type of music.
•Build a radio station for yourself or even for a
friend to let them know how much you know
them.

24. • State-of-the-art recommendation engine which will
enable user to build a station by choosing only one
song.
•Design of a tailor-made algorithm based on musical
traits that are entered by music experts.

26. •Play online music by genre, artist, or movie.
•Visit profile/station of users containing the song
which is being played and build a radio station for
yourself.
•Provide a one stop solution for adding new music
to the library manually or automatically.
•Adds will be present.

27. •Share a song on Facebook, Twitter or other
social networking sites.
•Get unlimited suggestions only by reacting to
one song depending on the n number of attributes
present in it.
•Rate each song individually.

28. •See the lyrics of the song which is being played.
•Find other listeners from all over the world listening to
same type of music.
•Find the top users having the most similar taste. Make
new friends with same taste of music.

29. •Rate and comment on the profile/station of other
users.
•Find other listeners from all over the world listening to
same type of music.
•No adds will be present.

30. • 4.99 USD for a month.
•54.89 USD for a year.
•Customers can choose whether to opt for the
premium version for a month and if they are
impressed they can go for the long term plan.

31. So the price is near to what other music app
competitors charge. And thus it is a suitable price for
accessing the premium services and benefits.

32. •The first time user needs to provide a referral of
some existing user for which both of them get
some of the premium services for a limited time
period for free.

33. •The first time user needs to provide a referral of
some existing user for which both of them get
some of the premium services for a limited time
period for free.
•Top 5 premium users with highest credibility
(response on interactive platform) will be provided
premium services at half rates for a month.

34. •The first time user needs to provide a referral of
some existing user for which both of them get
some of the premium services for a limited time
period for free.
•Top 5 premium users with highest credibility
(response on interactive platform) will be provided
premium services at half rates for a month.
•On reaching a milestone like 1000 referrals each
member wins a gift voucher & all the premium
services free for a month.

35. •Android app
•Website
•Word of mouth
•Visiting
Prospective
colleges
•Organizing events
at shopping malls

36. •Email marketing
•Facebook fan page
•Twitter handle
•The app release
video to be spread to
all potential customers
via several viral videos
network.

46. Analyzing factors exhibiting
successful implementation of the
service and look for similar
approaches for further growth.

49. Created By:
Shayantan Roy
Jadavpur
University
Guided By:
Prof. Sameer
Mathur
IIM Lucknow