Spotify's marketing across Asian Culture

1. Product
Product features of Spotify:
 Core product - Free or paid service to stream or download music
available through subscription. Also added podcasts.
 One of the first companies to offer unlimited music rather than pay per
song gaining them majority of the market.
 Uses Individualization and Personalization within its product.
 Offers to discover weekly playlist for subscribers
 Make a playlist based on the individual person’s music taste.
 Can also be linked to social media such as Facebook, Twitter and
Snapchat.
 Allows users to share their music with friends.
A competitive edge gained as it allows users to interact with friends and
family making the experience personal.

2. Product
Premium accounts feature:
 Can select the types of content they want.
 Avoid all advertisements. Free accounts can play music online only.
 Can skip as much content as- a user like.
Indian Subcontinental users focused features:
• Developed an AI model that suggests more Indian and Bangladeshi regional songs to the users.
• More regional personalization is enabled since there is a very large user base.
Inclusion of Podcast and radio stations:
• Offers a Curated playlists and internet radio stations.
• Podcasts are just as plentiful, from listening to true crime stories or to tech discussions.
• Purchased podcasting networks Gimlet Media and Parcast.
• Dropped over $100 million on an exclusive multi-year deal with the Joe Rogan Experience.

3. Freemium Model
 FreeVersion – no charge
 PremiumVersion –
a) Free for first 1-3 months based on
subscription package
b) MonthlySubscription
c) PrepaidSubscription
 Competitive Pricing Based on
Economic PurchaseCapability
Price

4. Subscription
Individual
US -
$10.99/month
India -
₹119/month
BD -
৳199/month
Duo (2
accounts)
US -
$14.99/month
India -
₹149/month
BD –
৳260/month
Family (6
accounts)
US -
$16.99/month
India -
₹179/month
BD –
৳319/month
Student
US -
$5.99/month
India -
₹59/month
BD -
৳99/month
Mini
India - ₹7/day
BD – ৳10/day
Price

5. Prepaid Use
Individual
৳219
Duo ৳286
Family
৳349
1 month
Individual
৳659
Duo ৳832
Family
৳1,020
3 months
Individual
৳1,199
Duo ৳1,560
Family
৳1,914
6 months
Individual
৳1,999
Duo ৳3,120
Family
৳3,828
12 months
Spotify Bangladesh
Price

6. Prepaid Use
Individual
₹129
Duo ₹165
Family
₹199
1 month
Individual
₹389
Duo ₹499
Family
₹595
3 months
Individual
₹719
Duo ₹899
Family
₹1,075
6 months
Individual
₹1,189
Duo ₹1,799
Family
₹2,149
12 months
Spotify India
Price

7. Payment Partners
India
BD
Price

8. Partnering with Mobile Companies
Promotion

9. Social Media Community Awareness
 Facebook and Instagram
Contents
 Engagement in Facebook
Groups
 Engaging Posts on Special Days
 Contents onTrending and
Popular Music
Promotion

10. Artist Endorsements
Promotion

11. Co-marketing
Promotion

12. Trending Playlists and Hashtags
Promotion

13. Word of Mouth – Sharing Songs through Spotify
Promotion

14. Place
Indian Market Bangladeshi Market
• Tele-partners: Airtel, Vodaphone, Jio, and
new partners are to be added
• Collaboration with telecoms
• Focuses more on traditional marketing as
digital penetration is higher
• Tele-partners: GP, Robi and Airtel
• Collaborations with TELECOMs
• Focuses more on Digital marketing as
digital penetration is lower
A significant increase in internet penetration, especially through mobile devices.
WEBSITE AND APP

15. PHYSICAL EVIDENCE
• 2 offices in India (Mumbai and Kerala), But no office in Bangladesh.
• In Bangladesh, the website uses Bengali and in India, the website uses Hindi Language
• In Bangladesh, the app’s algorithm suggests mainly Bengali songs, also Hindi and Urdu as well,
but India, the algorithm suggest Hindi songs, and songs in language of different states
• Instead of using English customer service everywhere, Spotify uses Bangla customer service in
Bangladesh, But Hindi Customer service in India
Creating A Presence Beyond The Digital Realm

16. People
USA Market
Indian Market
Bangladeshi Market
• Diverse Customer Interactions
• Music Curation Diversity
• Cultural Sensitivity
• Language and Cultural Expertise
• Regional Music Specialists
• Festival and Celebration Focused
Engagements
• Local Music Enthusiasts
• Community Engagement
• Localized Customer Support

17. 2019 campaign: Streaming content for every mood

18. 2018 campaign: Wrapping up the year

19. Process
USA Market
Indian Market
Bangladeshi
Market
• Prompt Customer Service
• Dynamic
• Multilingual Support
• Localised Playlist Creation
• Cultural Alignments
• Community Centric Processes
• Local Music Promotions via Algorithm
• Partnering with Local Telecom

20. #MUSICMAKESLIFEBETTER CAMPAIGN

21. August’23 : Bangladeshi American Singer Muza Featured
On Times Square Billboard as Face of Spotify's 'Desi Hits

22. SPOTIFY BLEND

23. THANKS!