launching pandora app in india

Executive Summary

• India is all about music and culture.• India being a diverse country has a lot of

languages and hence a wide range of music choices and tastes.

• India has seen a huge growth in the smartphone market in the last decade, still growing.

• The number of internet users over mobile phones is also increasing rapidly.

• With this the population is shifting appreciably towards digital music.

• But lack of an integrated music platform where one could find all genres of music to choose from, is missing and much needed.

• Convenient for music lovers of all types

• Users can create and modify

“ It is an unmet need that needs to be addressed and app like Pandora can be the solution”

Target Audience

• Internet savvy people who are fond of music• People who are always in search of new

music.• People who still listen to radio for music and

want a collaborated worldwide radio

• Eateries , Café ,Restaurants and other vendors who have to constantly play good music to ensure customer satisfaction

• People unsatisfied with the current music options available and want a single integrated platform with a large songbank which can cater to their needs.

Types of subscription

• Consumer will have two options to choose from within the app

FREE Subscription

PAID Subscription

Free subscription

Under this users will have-• 12 skips per day• Audio quality upto 192 kb/s• Advertisements will be played before a song

after some regular intervals

Paid Subscription

It will provide the consumers with the features like:• No Ads: Enjoy your personalized radio

completely free of all ads.• More Skips - Hear the music or comedy you want

with more daily skips.• Enhanced audio quality upto 320 kb/s• Fewer timeouts - Listen for longer periods of

time without the worry of your station pausing.

GOAL

Our Goal will be to cater to all those people

• Who resort to the use of pirated music• Who always keep seeking new kind of music• Who want to keep up with the new music

trends

To be a step in eradicating PIRACY.

To maximize profits and to be a leader in the music distribution industry

STRATEGY

At your home

• Pandora can be streamed directly through 1,700 connected devices.

In the Car

• Pandora can be controlled directly through the dash of nearly 200 models. If you don't have one of these models, you can still listen to Pandora in your car by connecting your mobile device via AUX cord or Bluetooth.

In the Buisness

• Whether you run a neighborhood coffee shop or a national brand, enhance your customers' experience with Pandora, brought to your business by Mood.™

• A Pandora for Business subscription also includes the necessary commercial music rights.

Customer

• Internet savvy people who are fond of music.• People who still listen to radio for music and

want a collaborated worldwide radio, to which they can access anytime, anywhere.

• An integrated platform with a great song bank which can cater to the needs of one and all.

• Large varieties of songs ranging from regional to international music styles.

Collaborators

With home devices

With Car Companies

Competitiors

• No ads for the paid subscribers• 1 month free trial of the paid subscription• Special discounts for the Collaborating

company members• Offers during festive season

Context

• The app is launched keeping in mind the requirements of Indian customers

• The app will provide the customer with

“A personalized listening experience”

• It will be available on these platforms

• It will be displayed in the Music category of each store respectively

Collaborator Value

• Telecom services sales of special data plans made for the pandora app only.

• Advertising of collaborators within the app.• An advantage of the brand equity of Pandora

to the collaborators as their product support Pandora music.

Customer Value

• An all in one app for the consumers music needs

• New music relevant to the customer specific interest anywhere, anytime

Company Value

• Income through advertising• Paid subscriptions as an income source• By the downloads from the respective app

markets• Selling individual albums and songs to non-

paid subscribed customers

Threats

• Traditional radio stations• Increasing reach and popularity of

competitors• Entry of players due to growing market• Free music downloading interfaces

Tactics

Brand

• Tagline “Let there be music”

• Logo

Price

• App can be downloaded for free• A free subscription with ads and a option to

buy single alums or tracks.• A paid subscription without ads and other

benefits• Pricing would be nominal with options of

monthly plans and yearly plans.

Incentive

• Free users get a 1 month subscription of the paid version

• Discount offers during festivals• A referral code system in which new

subscribers can avail discounts on referral codes of already existing users and the latter users get 1 year free extension of paid version on a definite use of their referral code.

• It will be available online on these app markets for the following platforms

Distribution

Advertisements

• Advertisements will be played on the competitors apps.

• Advertising on all music serving websites and on google ad during any music related search

• Advertising on social media sites like facebook, etc.

Advertisements

• Sponsoring music reality TV shows• Music celebrity endorsements.• Sponsoring music award shows.• Organise a new recording show in competition

with the coke studio

Offers

• Offers on subscription will be given time to time

• Offers will be provided to the consumers of the collaborating companies

Summary

“We want to provide our customer with a personalized music experience anytime,

anywhere”

Disclaimer

This presentation is created by Divyanshu Prasad, IIT Bombay,

during a marketing management internship by Prof.Sameer Mathur, IIM Lucknow

THANK YOU !