Juke box

J u k e Bo xEx e cu t i v e Sum m a r y

Executive Summary- Juke Box is a music

streaming website of English, Bollywood and regional Indian music.

- This app is along the lines of Saavn Music app that is already present in the Google Play App Store.

- Unlimited free access to different forms of music to people all around the globe.

Executive Summary

- This marketing plan illustrates our market segments and the strategies we are employing to get customers and create a solid revenue stream.

- We seek to have tie-ups with the several artists from the music industry.

Executive Summary

- Alongside that we will collect data on the number of times a particular track was played, track the clicks on the app, and collect all these sort of data and share with our artists.

- Providing them an idea about the type of songs that are listened by the users and current trends.

J u k e B o x V i s i o n

Vision- Our vision is to provide people with a brief escape of fun over the course of their normal day. We do this by providing them free songs to suit their moods.

- We intend to accomplish this by leveraging a multi-pronged approach that involves social media, email marketing and search engine optimization strategies to gain market share.

Vision

- Our marketing challenge is to attract visibility quickly.

- As we gain traction in the marketplace, word of mouth will lift our app usage significantly

J u k e B o xS i t u a t i o n A n a l y s i s

Strengths

- Reduce the size of audio track without having any impact on the audio quality.

- Backing from the music industry as it strives to remove piracy.

- Doesn't require a fast internet connection

Weakness

- New entry in the market.

- Competitors already have a stronghold.

- Huge costs in R & D to reduce music size while maintaining the audio quality .

Opportunities- Focus on the younger

generation.

- Novel Karaoke feature in the Premium Version. This provides a portable karaoke to enjoy on the go.

- Can provide low quality official videos in the Premium Version. This market is untapped currently.

Threats- Piracy may reduce market

share.

- Cut throat Competition that leads to highly competitive pricing.

- People may not go for the premium version and stick with the free version.

Target Customers

Target Customers

- Our ideal customer is between the ages of 13 and 25 who is active on social networking sites and has a mobile phone that allows apps to be downloaded.

- It will also target individuals who don't listen to main stream music. Our app has a section that is specifically targeted for them.

Target Customers- Youth and young adult

demographic is so large, it is also very lucrative. That’s the main reason for our selecting such a target market.

- There are countless products targeting this demographic, from soda manufacturers to clothing designers to hair product companies.

Target Customers

- Companies who already spend millions of dollars on marketing to this group are regularly looking for newer, more creative ways to reach this market to reinforce their brand and sell products.

Competitors

J u k e B o x G o a l s

Goals

- Have more than 10 lakh users by the end of the 1st year.

- Have more than 1 lakh premium users by the end of the 1st Year

- Increase sales by 100% by the end of year 2.

Goals

- Have contracts with major Indian Artists.

- Earn $500,000 in the first year though subscriptions.

- Start the video service by the end of the 1st year.

Juke Box Strategy

Strategy

Revenue Model

- Juke Box has an advertisement-supported "freemium" business model to generate revenue.

- Juke Box's subscription service - Juke Box Pro, offers ad-free and offline streaming alongside the Karaoke feature.

Customers

Customer’s Needs

- Provide good quality music that doesn't take that much buffer time and internet speed.

- Many music lovers want to support to upcoming artists. Our app will have a totally different section that promotes upcoming musicians.

Customer’s Situation

- The users in this segment also has limited financial capacity. Teens typically get their money to make music purchases from their parents, which can be in the form of gifts or allowances, or from low paying jobs.

Customer’s Situation

- Older teens and young adults also have limited financial capacity yet choose to spend part of their disposable income on music as one of their sources of entertainment.

- Countless products targeting the demographic. Hence, the advertisement-supported business model.

Distribution Channel

Distribution Channel

- Google's Android offers an open source model so they will likely surpass the iPhone in the number of applications available soon.

- This also eliminates the need for review and allows us to post new updates quickly.

Distribution Channel- As more features are

released for the device, it will gain market share

- We will also have a website that makes the customers about the latest feature of our app.

- The website also provides a link to the Google Play Store from where the user can download the app.

Communication

Communication

- We will leverage social media and word of mouth for the vast majority of our marketing using platforms such as Twitter, Facebook, Orkut and Myspace.

- These platforms are widely used by the customers in our demographic market.

Communication- We will make

announcements via regular tweets and updates to our fan page on Facebook.

- We will also use our email marketing list which is comprised of people who have expressed interest in knowing about the release of their favourite music.

Communication

- We have segmented our email list so that we can send appropriate emails to media and different ones to actual gamers, our customers.

Future Partnerships

Facebook- Juke Box will partner with

Facebook on the Open Graph platform.

- This deep integration with Facebook allows music fans to stream any of Juke Box’s millions of tracks using their Facebook logins and to enjoy their favourite music from Facebook.

Sony- Juke Box cracked a

partnership deal with Sony to acquire Sony’s entire database of music catalogue.

- Juke Box has exclusive rights to all the music of Sony.

Other Partners

- Juke Box has partnerships with other music labels like T-Series, Aditya, Tips, Unisys, YashRaj, Universal, Warner, and EMI.

- Juke Box’s brand partners include global names like AT&T, Bose, Lays, General Motors, Nokia, Samsung, and Western Union.

Juke Box Tactics

Tactics & Implementation

Product & Services

Product & Services

- The app will a free hub for unlimited music. Different languages, genres, will be accessible to the public.

- Points of Parity : Free Music,Custom Playlist, Access to radio Music charts.

Product & Services

- Points of Difference: Fast internet connection not necessary, Lyrics along with the song provided, Karaoke Feature

Product & Services

- Free Version : Unlimited Songs (128 Kbps), Non-stop Radio, Customize your playlist

- Premium Version: No Ads, Downloadable Music, Karaoke Feature, Sync up to 5 devices, Better audio Quality (320 Kbps)

Product & Services

- Since our app will be tied to latest music releases , we will emphasize our focus on creativity along with spectacular service and speed of development.

- It is important for us to get to market quickly in order to capitalize on the latest releases.

Product & Services

- The longer the delay between all our features and the music release, the less the penetration of our app.

- Juke Box will also integrated a social networking feature with its music streaming service.

Product & Services

- Juke Box allows users to follow the profiles and playlists of their friends as well as celebrities.

- Users can share any song, album or playlist with their friends and chat about music real time.

Promotion

- Each of our postings to social media sites will include a trackable link so we know how many people click on each post.

- Using online tools like link redirectors, we can also see how many of readers and followers repost or forward such links.

Promotion- We will also include

trackable links within our email marketing messages.

- Those who click will find more information about latest releases in music and will be directed to landing pages.

Promotion- Landing pages are web

pages that contain more information about the music including details and lyrics of the songs.

- These landing pages will be optimized for search engines (SEO) so that when Internet users search on various keywords, our pages will rank higher in the results.

Promotion

- Using online analytics tools, we will be able to see how many people click on various links in our media campaigns to go to the landing pages

- And the how many of them, subscribe to our Premium version.

Incentives

Incentives

- On our app, we will create a forum where people can post and respond to comments freely as well as offer suggestions for new music.

- There will be a like and dislike button for every track. However, to vote you need to register.

Incentives- Forums will require

registration.

- Users who post more frequently will be rewarded with a special tag, a gold star, next to their avatar

- This is to show other users that they are a "super contributor" to the forums.

Incentives- For our demographic, this

is a badge of honour that they try to attain proudly.

- These super contributors will also be given 3 months free access to the Juke Box Premium Version.

- Users who refer the app to others will also be provided with rewards.

Pricing

- Price is dependent on subscription period.

Pricing for Indian Markets:- 1 Month Subscription : $ 1.5

- 3 Month Subscription : $ 4.0

- 1 Year Subscription : $ 12.0

- Life-time Subscription : $ 50

Pricing

Pricing for International Markets :



- 1 Year Subscription : $ 25

- Life-time Subscription isn’t available outside India.

Pricing- Pricing is done keeping in

mind the pricing strategy of our competitors.

- Our closest competitor Gaana charges Rs 99 per month or $ 1.5 per month. This is irrespective of the duration of the customer’s subscription. Our subscription rates for International markets are also lower.

Pricing

- Our prices are competitive in the shorter as well as longer run.

- Our pricing strategy aims at building long term and loyal customers.

Created by Vaibhav Agarwal, BITS

Goa during an internship by

Prof. SAMEER MATHUR, IIM

Lucknow

Disclaimer

Juke box

Marketing