This document presents a marketing plan for launching the music streaming service Spotify in India. Section 1 provides an overview of Spotify as a global company. Section 2 analyzes the market opportunity in India, including over 200 million smartphone users and competitors like illegal downloads. The goal in Section 3 is to launch Spotify in India and gain at least 10 million app downloads within a year. Section 4 outlines the strategy, targeting all music lovers by satisfying their need for music access across any device. Sections 5 and 6 detail the tactics for product, pricing, promotion, and operations to achieve the goal, including establishing infrastructure and partnerships by March 2017 and launching the app in October 2017.

1. A Marketing Plan

2. Executive
Summary
Section 1

3. Spotify is
a music
streaming
service
launched in
October 2008,
developed by
startup
Spotify AB in
Stockholm,
Sweden.

4. Spotify’s Global Presence

5. Available Across Multiple Platforms

6. Not Any More! Spotify Is Coming to India!

7. Adaptations Made




8. Situation
Analysis
Section 2

9. Company Overview

10. Company Overview

11. Market Overview
200 million
smart phones users in
India

12. Market Overview

13. Competitors

14. Threats
Illegal downloads and piracy

15. Target Customers
All
Music
Lovers

16. Target Customers
Spotify’s large digital library ensures that there is
music for EVERYONE.

17. Goal
Section 3

18. Make Spotify available in India
Maximize the number of app downloads
(at least 10 million within a year of launch)
Convert free users to premium users
Goals

19. Strategy
Section 4

20. Target Market
Customers Collaborators
Competitors

21. Spotify fulfils the need for
MUSIC
in its users’ lives

22. •
•
•
•
Needs Satisfied

23. 1.Indian Film Industry
(Bollywood songs + Regional film
music)
2.Indian Music Labels
3.Classical Musicians
4.Local Bands and Artists
…in addition to the International collaborators

25. users get
INSTANT
access to music.
They will not have to wait for ads to finish
playing in order to listen to their desired song
as Spotify does not play ads between songs.

26. Value Proposition
Consumer
Value
Collaborator
Value
Company
Value

27. Customer Value



28. Customer Value




29. Benefit of a premium subscription :
No restrictions, no interruptions. Just
your music at your fingertips.
Customer Value

30. Positioning
Strategy

31. Positioning Statement

32. Value Proposition for
Collaborators

33. Positioning Strategy

34. Positioning Statement

35. Company Value

36. Tactics
Section 5

37. Product

38. Service

39. Brand

40. Price
99Per Month

41. Incentives

 ₹

42. Communication
Social Media

43. Users communicating with
each other

44. Distribution
Also available for download on the
Spotify website

45. Implementation
Section 6

46. Infrastructure
Customer
Relations
Collaborator
Relations
Tech
Support

47. Customer Relations



48. Collaborator Relations



49. Tech Support



50. Processes





51. Schedule
March 2017
Set up necessary
infrastructure
(business units,
technology:
networks and
servers)
October 2017
Product Launch
Spotify app will be
made available for
download in the
Google PlayStore in
India
June 2017
Begin the process
of acquiring music
streaming rights
from Indian
collaborators
October 2017
Integrated
advertising
campaigns,
sponsorships and
promotional
activities

52. Created by Lorraine Alvares, NIT Goa,
during a marketing internship under the
guidance of Prof. Sameer Mathur,
IIM Lucknow.